Intent Optimization

Lead Generation

Agenda• Search Intent Definition• SEO Evolution• Analysis Process• Search Queries & Types• Client Case Study• Resources

Lead Generation

Search Intent - DefinitionSearch intent optimization helps to identify primary topics, needs, and questions users are looking to answer when searching for “XYZ”.

The optimization process includes creating or updating content to address the user’s needs on the targeted landing page, and/or updating the title and description in the search listings.

Through an in-depth analysis of top ranking pages for targeted keywords, we gain insight into the primary topics and questions Google expects quality resources to address.

Styling your page to take full advantage of your customer’s intent helps to ensure more engagement, increased rankings and organic traffic, and better conversions.

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Search Intent - Queries

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Search Intent - Searching

Intent vs Keywords

15% of daily keywords haven’t been seen before

What users mean versus what they say.

Content that people are interested in and serves a need. Not content formulated around keywords.

“People communicate with each other by conversation, not by typing keywords — and we’ve been hard at work to make Google understand and answer your questions more like people do.”

– Amit Singhal, Head of Google Search

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SEO EvolutionKeyword-Based Optimization

Optimization Action: Incorporate keyword “XYZ” into page copy and important on-page elements.

Intent-Based Optimization

Optimization Action: Identify the primary topics and questions users are looking to answer when searching for “XYZ” and create content to address the user’s needs on the targeted landing page.

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SERPs vs Pages• High Traffic Pages with High Bounce Rate – For people who

arrive via external links (e.g. Google search)

• High Traffic Pages with High Exit Rate – For people who come from an internal link

• High Traffic Pages that Share Both Bounce Rate & Exit Rate Issues

• High Traffic Products with Poor Conversion Rate

• Pages with High Rankings, High Impressions, Low Click-Thru Rate (CTR) in Google

• Keywords with High Impressions but Low Click-Thru Rate (CTR) in Google – For search listings that may indicate a disconnect between search query and title/description in Google.

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Query Types

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Query Modifiers

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Case Study Analysis• Beard Oil

o Searcher intent isn’t clear on this phrase as there’s an even mix of transactional products, and informational articles (including DIY) and reviews.

Modifiers include: Buy, Use, Review

• Best Beard Oil

o Mainly informational reviews of beard oils, with one transactional product ranking and that’s Beardbrand!

• How to Apply/Use Beard Oil

o Purely informational with videos being top results. Urbanbeardsman and Beardbrand’s YouTube are both ranking well here.

Lead Generation

Case Study Analysis

Query Intent Content Note

What is Beard Oil Informational Pass This is directly asked/answered on the page.

How to Apply Bear Oil Informational Pass This is directly asked/answered on the page.

How to Use Beard Oil Informational Pass This is directly asked/answered on the page.

Informational Commercial Investigation Mixed/Transactional

What is Beard Oil Oil for Beards Beard Oil(s)

How to Apply Beard Oil Natural Beard Oil  

How to Use Beard Oil Best Beard Oil  

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Case Study RecommendationsThe beard oil link (to tag page), that changes the results slightly, causes confusion to search engines and users http://www.beardbrand.com/collections/beard-oil/beard-oil. By having a link, on a beard oil page, that says “beard oil” that’s telling a search engine that there’s a better page for the “Beard Oil” keyword.

Remove the link

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Case Study Recommendations•There is good content on the page but none above the fold/products. Move the “Our Unique Bear Oil Recipe” content above the products.•Do you offer free shipping, money back guarantee, 24/7 support? If so, declare it on the page.

•Increase stickiness and engagement on the page by embedding a how-to beard oil YouTube video on the page as well.•Test increasing prices by $4.99 and doing free shipping (noted in the title tag).•Add “buy” to the title tag to reflect that this page isn’t about product reviews.•Put “Sold Out” on the thumbnail image of sold out products as not to avoid a disappointed click. (even though “Sold Out” is in red text below the image.)•Don’t put the most expensive product ($79.99 Black Marble) first as it can cause sticker shock.

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Resources• Is Your Content Strategy Guided by Audience Intent (or Just Keywords)?• Keywords to Concepts: The Lazy Web Marketer's Guide to Smart Keyword Research• How To Use The Keyword Funnel To Understand Searcher Intent• Building

SEO-Focused Pages to Serve Topics & People Rather than Keywords & Rankings

Questions?