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The answers is in the SERPs

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In this deck Gianluca Fiorelli is explaining why it is so important to actually look at the SERPs of Google for understanding the true search intent people have when performing a search. And how we should stop using the old Informational/Navigational/Transactional classification, because the intents are blended, and that means that we should also stop thinking in Tofu/Mofu/Bofu.

Publicado en: Marketing
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The answers is in the SERPs

  1. 1. Gianluca Fiorelli International & Strategic SEO Senior Consultant @gfiorelli1 – ILoveSEO.net
  2. 2. The Answer is In the SERPs A talk by Gianluca Fiorelli @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  3. 3. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 IMPORTANT DISCLAIMER My talk is based on an underrated SEO skill: intuition. I do not have the time to analyze X million queries, SERPs et al. All I am going to present is based on study, work experience and a few experiments. I invite you to do massive tests if you want to give a more scientific background to what I am going to say (and if you have time)
  4. 4. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  5. 5. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 I thought it was a quite obvious observation, but it wasn’t so looking at the reactions my tweet caused
  6. 6. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Then, AJ Khon made me understand how I touched a sensible chord with my – for me – obvious observation.
  7. 7. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Actually, observing the SERPs and how they change, is not useful only after an update. It is a too-often forgot practice useful for many things
  8. 8. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 WHY?
  9. 9. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Because of this
  10. 10. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 1 of the biggest mistakes we do is thinking only about our users…
  11. 11. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 1 of the biggest mistakes we do is thinking only about our users… when, instead, we should think also about the users of Google.
  12. 12. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 The 2 concepts are not necessarily identical
  13. 13. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Search Intent The implicit and explicit intent users have when performing a search on Google
  14. 14. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance How much a document is able to answer the search intent that Google individuated its users have when performing a search
  15. 15. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance
  16. 16. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SERP The presentation of the documents Google calculated as relevant to its users’ search intents
  17. 17. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SO…
  18. 18. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 SEARCH INTENT ANALYSIS
  19. 19. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Micro-Moments
  20. 20. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  21. 21. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent (supposed to be the easier to understand)
  22. 22. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent Physical Virtual
  23. 23. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Navigational Intent Physical Virtual Many times mixed
  24. 24. I PAINT MINIATURES SINCE I WAS A KID
  25. 25. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Transactional/Navigational Intent (Commercial Investigations) Virtual (branded searches that underline the need of buying in specific web page)
  26. 26. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent
  27. 27. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent Why do we need to target them? Because 80% of searches are informational
  28. 28. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Informational Intent Why do we need to target them? Because of Relevance
  29. 29. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Relevance Content Links RankBrain E-A-T Concepts/Entities NEURAL MATCHING
  30. 30. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  31. 31. Breslavia turismo Prossimi eventi a Breslavia Municipio di Breslavia Breslavia Cracovia Piazza del Mercato Breslavia Breslavia cosa mangiare Breslavia gnomi Breslavia Capodanno Breslavia aeroporto Sala del Centenario Breslavia Natale Breslavia Polonia meteo Distanza Breslavia Cracovia Varsavia abitanti Cartina Polonia Poznan Katowice Visitare Auschwitz da Breslavia Città vicino a Breslavia Distanza Breslavia Varsavia Gross Rosen Auschwitz dove dormire Distanza Cracovia Auschwitz Breslavia meteo Breslavia mappa Breslavia regione
  32. 32. Natale Mercatino di Natale Mappa Gnomi Polonia Piazza del Mercato Capodanno Nano Zoo Acquario Università Sala del Centenario Aeroporto Meteo Sky Tower Inverno Cracovia Fontana Cattedrale di San Govanni Battista Municipio Birreria Souvenir Dicembre Statua Lampionaio Panorama Raclawicka Neve Rynek Ponte Fiume Stadio Monumento Mercato coperto Hansel e Gretel Centro storico Chiesa Lampione Chiesa di Santa Elisabetta Hotel Lothus Cibo Città vecchia Palazzo Reale Turismo
  33. 33. The Google Suggest can offer us supplemental ideas, but mostly similar to related searches @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  34. 34. And now you can do your keyword research in detail @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  35. 35. And now you can do your keyword research in detail @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 YOUR OWN KEYWORDS Search Console via Search Console API EXPANDING THE KEYWORD DATABASE Keyword Gap tool by SEMRush Content Gap analysis by Ahrefs ”Find new URLs” by Keyword Planner
  36. 36. TIP Alert
  37. 37. Save the columns “CPC” and “Competition”. If the competition is low, that is a sign of Informational intent. However, if the CPC is not equal to 0, then the KW may also imply a transactional intent
  38. 38. Transactional Informational
  39. 39. TIP Alert
  40. 40. Remember the Knowledge Panel with “Plan your trip” CTA for Destination names?
  41. 41. Remember the Knowledge Panel with “Plan your trip” CTA for Destination names?
  42. 42. Usually these are KWs with almost no Paid competition, and a reasonable CPC
  43. 43. Do like Booking. “Buy” the top of the folder. Stick in the memory of the users (and win Google)
  44. 44. CHOOSE TOOLS THAT CAN GIVE YOU ALSO INSIGHTS ABOUT THE SERPS FEATURES @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  45. 45. 1st, because so you can further enlarge your “questions” database for content ideas scraping the People Also Ask @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 https://builtvisible.com/scraping-people-also-ask- boxes-for-seo-and-content-research/
  46. 46. 2nd, because SERPS’ Features are hints about what searchers’ needs we should prioritize @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  47. 47. Predominance of Ads (all variants of them) @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019 Purchase Intent
  48. 48. Presence of Knowledge Graph and Carrousels, Featured Snippet and People Also Ask Informational Intent
  49. 49. Presence of Answer Boxes Quick Answer Intent
  50. 50. Presence of Local Pack Local Search Intent
  51. 51. Presence of Images Search Visual Search Intent
  52. 52. Presence of Video Carrousels Video Search Intent
  53. 53. Presence of News Carrousels Newsworthy Information Intent
  54. 54. Look at the search menu Google presents in the SERP. The order sets up the priorities of the search intents
  55. 55. However, not only the SERPs features suggest us what intent to prioritize, but also what format is better to give to our content.
  56. 56. Images Let's look at this SERP again
  57. 57. In this example, things look clear Users are searching for information about tourist places to see in Wroclaw. If prioritized as a ”Top X Things to See in”, better, and the guide must have photos to inspire and guide them. @gfiorelli1 at @DigitalOlympus – Wroclaw: April 5, 2019
  58. 58. If you do your job well, then you can rank in Top 10 even if you are an Altervista website with only 3 domains linking. Check: https://siviaggia.it/idee-di-viaggio/breslavia-o-wroclaw- polonia/123814/
  59. 59. Why does this post work?
  60. 60. IT TARGETS ALMOST ALL THE SEARCHES RELATED TO WROCLAW Fiume (Oder & and river cruise) Cattedrale di San Giovanni Battista Centro Storico Lampionaio / Lampioni Ryenek Mercato / Mercato coperto Municipio Chiesa di Santa Elisabetta Hansel e Gretel Gnomi Panorama Raclawicka Breslavia regione Chiese Cosa mangiare / Birrerie
  61. 61. Only 3 domains linking to this site (imagine if it had more…)
  62. 62. Transactional Intent
  63. 63. Transactional Intent #1 Ready to purchase something #2 May need help deciding what or how to purchase something
  64. 64. Transactional Intent #1 Ready to purchase something • Buy • Offer • Free • Cheap • Discount • Sale • Product or Service Name
  65. 65. Easy to detect with every keyword tool… … but
  66. 66. … this is telling us that people will prize pages with outstanding use of product images. The presence of G Shopping suggest us that too.
  67. 67. … and the local pack clearly indicates us that Google detects a local search intent, which we will need to consider in our strategy
  68. 68. Transactional Intent Usually these are comparison searches #2 May need help deciding what or how to purchase something
  69. 69. If you see an outstanding presence of Ads features mixed with typically informational ones, then users still need a last nudge for buying
  70. 70. Don’t do the mistake to create only informational pieces of content in these cases
  71. 71. Or to create informational content targeting these KWs (KW Cannibalization risk)
  72. 72. Instead create a Transactional Pillar Page
  73. 73. TL;DR
  74. 74. Informational, Navigational, Transactional
  75. 75. Informational, Navigational, Transactional
  76. 76. Informational NavigationalTransactional
  77. 77. TOFU MOFU BOFU
  78. 78. TOFU MOFU BOFU
  79. 79. Gianluca Fiorelli International & Strategic SEO Senior Consultant @gfiorelli1 – ILoveSEO.net Thank you!

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