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A user centred approach to building content - charlie williams

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A webinar for SEMRush where I take a look at some of my thoughts on research content that is user-centric.

The aim is to create great content that plays to Google's semantic search capabilities, and drives loads of new keyword research opportunities.

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A user centred approach to building content - charlie williams

  1. 1. A USER-CENTRED APPROACH TO BUILDING CONTENT FOR TRAFFIC & LINKS A SEMRush webinar –27thNovember 2014
  2. 2. Charlie Williams Consultant @whitedotnet
  3. 3. @pagesauce User-centeredcontent?
  4. 4. @pagesauce User-centeredkeyword & topic research
  5. 5. @pagesauce The rise of contextual, or semantic, search http://moz.com/blog/topic-modeling-semantic-connectivity-whiteboard-friday
  6. 6. @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
  7. 7. @pagesauce “User-centereddesign tries to optimize the product around how users can, want, or need to use the product” http://en.wikipedia.org/wiki/User-centered_design
  8. 8. @pagesauce Better UX thinking= Better organic visibility
  9. 9. @pagesauce Add more depth / relevancy to existing content Create new content targeting new terms
  10. 10. @pagesauce Building content for audiences, not keywords (sort of)
  11. 11. @pagesauce Content development as a discipline
  12. 12. @pagesauce So, how do we find user-centeredcontent?
  13. 13. @pagesauce Use the entire buying cycle
  14. 14. @pagesauce The 4 stages of the online buying process Awareness Consideration Intent Decision https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
  15. 15. @pagesauce In 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
  16. 16. @pagesauce These 2 breakdowns combine to show the opportunity
  17. 17. @pagesauce Awareness Decision Decision Intent Awareness Consideration Intent Decision Navigational Informational Transactional Investigation
  18. 18. @pagesauce Awareness Decision Decision Intent Awareness Consideration Intent Decision Navigational Informational Transactional Investigation
  19. 19. @pagesauce Awareness Decision Decision Intent Awareness Consideration Intent Decision Navigational Informational Transactional Investigation
  20. 20. @pagesauce Don’t write for KEYWORDS, write for SEARCH QUERIES
  21. 21. @pagesauce Enough theory: Where’s the data?
  22. 22. @pagesauce Ideas x volume / feasibility = win
  23. 23. @pagesauce Internal resources
  24. 24. @pagesauce Find the product experts
  25. 25. @pagesauce Customerservices
  26. 26. @pagesauce User research & personas
  27. 27. @pagesauce SurveyMonkey www.surveymonkey.com Polldaddy polldaddy.com/ SurveyGizmo www.surveygizmo.com
  28. 28. @pagesauce Internal search queries
  29. 29. @pagesauce Stealing fromyour competitors
  30. 30. @pagesauce Competitor keyword research
  31. 31. @pagesauce
  32. 32. @pagesauce
  33. 33. @pagesauce Current keywords
  34. 34. @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?
  35. 35. @pagesauce Scraping GoogleSuggest
  36. 36. @pagesauce KeywordToolwww.keywordtool.io Some tools for finding Suggest keywords SEO Review Toolsseoreviewtools.com/seo-keyword-suggestion-tool/ Übersuggestubersuggest.org/ http://white.net/blog/tools-suggest-way-better- content-marketing-ideas/
  37. 37. @pagesauce Don’t write for KEYWORDS, write for SEARCH QUERIES
  38. 38. @pagesauce Get thesearch volumes
  39. 39. @pagesauce Is it feasible?
  40. 40. THANK YOU Charlie Williams @pagesauce charlie@white.net @whitedotnet

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