A USER-CENTRED APPROACH TO BUILDING CONTENT FOR TRAFFIC & LINKSA SEMRush webinar – 27th November 2014

Charlie WilliamsConsultant

@whitedotnet

@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

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Building content for audiences, not

keywords (sort of)

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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

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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@pagesaucecharlie@white.net

@whitedotnet