Agenda

Overview

Identify Disconnects

Bridge the Gap

Using User Intent

Setting the Stage

What is search intent?

70% of users start with search engines for

information

18 billion searches a month in January

(comScore)

Search Engines are Tools for User Intent

Keywords are Tools for Marketers

1 in 4 searches are successful

• Some take 13 minutes to develop

54 billion unsuccessful searches a year

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Where is the Disconnect?

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Changing Landscape – Unique, Sophistication

70% of queries have no exact-

match keywords

Queries are 3+ words…

• per Google = 54.5%

• per Hitwise = 35%

20% of searches each day are

new or haven’t been

completed in the last 6

months

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…Disconnects cont’d

Spam – Content Farms

Limited Data

• Facebook

Lack of targeted messaging and landing pages

Ambiguity

• Linguistics, Branding, Seasonality, Geography

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Bridge the Gap – Categorize your Keyword List

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Source: Seomoz.org

Build Categories into Keyword Research Charts

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Source: Seomoz.org

Put User Intent to Work

It’s statistically valid

Understand human behavior

Identifies important traffic and demand

Drives Information Architecture

Provides Content Model

Guides SEO and PPC Strategy

Fundamental shift: customers expect you to seek them out

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