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You've built content for your site's product or service, improved on-page optimisation and perhaps even started a blog to house content marketing, but what's next? There's a great opportunity for most sites to expand their traffic through digging into the language, questions and feedback of our customers. Whether working in-house or from an agency, we can all take advantage of a user-centered design approach to our content to boost relevancy and keyword opportunities. Charlie will be taking a deeper look at how we can build content that focusses on answering user needs than merely pushing our sales pitch. We'll be looking at practical tips and methods we can all use to create content that widens our organic reach through the expansion and diversification of our online expertise.
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A USER-CENTRED APPROACH TO BUILDING CONTENT FOR TRAFFIC & LINKSA SEMRush webinar – 27th November 2014
Charlie WilliamsConsultant
@whitedotnet
@pagesauce
Get the slides!http://slidesha.re/1Fwp3MX
@pagesauce
User-centered content?
@pagesauce
User-centeredkeyword & topic
research
@pagesauce
The rise of contextual, or semantic, search
http://moz.com/blog/topic-modeling-semantic-connectivity-whiteboard-friday
@pagesauce
“Semantic search is how search engines discern context and user intent to return more definitive
answers, rather than [a] hierarchical list of guesses”
http://contentmarketinginstitute.com/2014/03/owned-paid-earned-content-strategy-seo/
Christopher Baldock
@pagesauce
“User-centered design tries to optimize the product around how
users can, want, or need to use the product”
http://en.wikipedia.org/wiki/User-centered_design
@pagesauce
Better UX thinking= Better organic visibility
@pagesauce
Add more depth / relevancy to
existing content
Create new content
targeting new terms
@pagesauce
Building content for audiences, not
keywords (sort of)
@pagesauce
Content development as a discipline
@pagesauce
So, how do we find user-centered
content?
@pagesauce
Use the entire buying cycle
@pagesauce
The 4 stages of the online
buying process
Awareness
Consideration
Intent
Decisionhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
@pagesauceIn 2007 (!), I identified 4
segments of user intent
Navigational Queries:• Visiting a pre-determined destination• Sourcing the “correct” website URL
Informational Queries:• Researching non-transactional level of information
• Getting quick answers
Commercial Investigation:• Starting to understand
• Discovering options for future transactions
Transactional:• Uncovering a potential supplier
• Completing a task/making a purchase online
http://moz.com/blog/segmenting-search-intent
@pagesauce
These 2 breakdowns combine to show the
opportunity
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
@pagesauce
Don’t write for KEYWORDS, write for
SEARCH QUERIES
@pagesauce
Enough theory:Where’s the data?
@pagesauce
Ideas x volume / feasibility = win
@pagesauce
Internal resources
@pagesauce
Find the product experts
@pagesauce
Customerservices
@pagesauce
User research & personas
@pagesauce
SurveyMonkeywww.surveymonkey.com
Polldaddypolldaddy.com/
SurveyGizmowww.surveygizmo.com
@pagesauce
Internal search queries
@pagesauce
Stealing fromyour competitors
@pagesauce
Competitor keyword research
@pagesauce
@pagesauce
@pagesauce
Current keywords
@pagesauce
Opportunity keywords
• Who are the users of the document?
• What are the users’ tasks and goals?
• What functions do the users need from the document?
• What information might the users need, and in what form do they
need it?• How do users think the document
should work?
@pagesauce
Scraping Google
Suggest
@pagesauce
Keyword Toolwww.keywordtool.io Some tools for
finding Suggest keywordsSEO Review Tools
seoreviewtools.com/seo-keyword-suggestion-tool/
Übersuggestubersuggest.org/
http://white.net/blog/tools-suggest-way-better-content-marketing-ideas/
@pagesauce
Don’t write for KEYWORDS, write for
SEARCH QUERIES
@pagesauce
Get thesearch volumes
@pagesauce
Is it feasible?
THANK YOUCharlie Williams@[email protected]
@whitedotnet