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Creating Contentto Attract Search Engine Traffic
What is Semantic Search?
©2018 JB Media Institute LLC
Semantic search seeks to improve accuracy by understanding people’s intent and the contextual meaning of terms.
According to Moz.com, “search engines now have a good idea of what words statistically occur together and make semantic correlations, which can be used in the war against spam. Using semantics and entity-based search, engines can gain a better
understanding of what users may want.”
What is Machine Learning?
©2018 JB Media Institute LLC
“We no longer need to teach computers how to perform complex tasks like image recognition or text translation: instead, we build systems that let them learn how to do it themselves. ”
“The most powerful form of machine learning being used today, called ‘deep
learning’, builds a complex mathematical structure called a neural network
based on vast quantities of data.” ~ The Guardian
What is RankBrain?
©2018 JB Media Institute LLC
RankBrain is an artificial intelligence (AI) program used to process Google search queries.
If RankBrain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have similar meaning and filter the results accordingly, making it more effective at handling never-before-seen queries. Overall RankBrain is capable of learning and recognizing new patterns and then revising search engine results based on its new knowledge. (taken from monfort.io)
Watch Rand Fiskin Explain RankBrain and How it Works!
What is Search Intent?
©2018 JB Media Institute LLC
Informational intentSearches with the intent of looking for information, to answer specific questions, or to know more about a certain topic.
Navigational intentSearches with the intent to get to a specific website.
Transactional intentSearches with the intent to buy stuff on the internet and browse the web to find the
best purchase.
Commercial investigation
Searches with the intent to buy in the (near) future and do research.
https://yoast.com/seo-basics-search-intent/
What is Keyword Intent?
©2018 JB Media Institute LLChttps://yoast.com/seo-basics-search-intent/
The words people use in their search queries will reflect user intent. ● If people use words as buy, shop, visit, tickets, book, etc. they are
more prone to complete a transaction. ● If people are searching for specific products, activities, or events
there is a reason they are seeking out that brand. ● If people are searching and use phrases like how to, best, what is,
history of, etc they often have informational search intent and want more detail.
Mind Mapping
©2018 JB Media Institute LLC
Website Mind Map
Brainstorming Session
What Are Your AudiencesSearching For?
©2018 JB Media Institute LLC
★ Who are your audiences? What do they want?
★ What can you offer them?
★ What are some different ways they would look for
the products, services, and experiences your brand
or region provides.
Keyword Research
Keyword Research Tools
©2018 JB Media Institute LLC
KEYWORDTOOL.io https://keywordtool.io/
- Use the free tool to research search terms - To view search volume sign up for 30 days and cancel
ANSWER THE PUBLIChttp://answerthepublic.com/
- Use the free tool to research search terms - Research as many topics as you like
Google Keyword Planner
https://www.google.com/adwords/
- Sign up for Google Adwords- Complete all relevant information as if you are signing up to advertise - Set a budget and add in your billing information- Once your account is set up click the Campaigns tab and then in the left hand column pause the campaign - Go to Tools and then to Keyword Planner
Moz.com Keyword Explorer
https://moz.com/explorer
- Sign up for Moz for 30 days and cancel or get a free trial- Use the free version and research one keyword topic per day.
SERPShttps://serps.com/tools/keyword-research/
- Use the free tool to research search terms - Research as many topics as you like
Content Ideas
©2017 JB Media Institute LLC
Create an Organized Keyword List
Organize separate content ideas into groupings like hotels, restaurants, things to do, shopping, etc.
Highlight any specific questions or conversational topics that come up in a separate list.
Organize any terms that can be applied to current pages.
Keyword Architecture
Website Architecture
©2018 JB Media Institute LLC
● Have keyword friendly or SEF URLs
● Use keyword terms in Headers/H tags/Headings, as well as
subheadings and bolds. H1, H2, and H3 are most valuable
● Use keyword terms in ALT tags for photos if applicable
● Bold, italics, and other subheadings can also get more
attention.
● Include various keyword phrases in the actual body
content
https://yoast.com/seo-basics-search-intent/
Meta Data
©2018 JB Media Institute LLChttps://yoast.com/seo-basics-search-intent/
Meta Data
©2018 JB Media Institute LLC
Meta Title = 60 characters, relates to the title of the page or post
Meta Description = 160 characters, must summarize what the visitors can expect on the page
https://yoast.com/seo-basics-search-intent/
Tip: You won’t optimize every single part of your existing content. You will
find the opportunities you have to strengthen the website structure and
better communicate your keyword themes.
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Resources
● Content Marketing Institute ● Moz.com● Ahrefs.com ● Moz.com● Search Engine Journal● Search Engine Land ● WordStream ● Marketo.com
Sarah Benoit Co-founder & Lead InstructorJB Media Institute
[email protected] @SarahDBenoit -
Twitter & Instagram Facebook.com/SarahDBenoit
#d2cc2d
Thank You
“You do amazing things. More people should know.”
www.JBMediaInstitute.com
