a user centred approach to building content - charlie williams
DESCRIPTION
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.TRANSCRIPT
![Page 1: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/1.jpg)
A USER-CENTRED APPROACH TO BUILDING CONTENT FOR TRAFFIC & LINKSA SEMRush webinar – 27th November 2014
![Page 2: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/2.jpg)
Charlie WilliamsConsultant
@whitedotnet
![Page 3: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/3.jpg)
@pagesauce
User-centered content?
![Page 4: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/4.jpg)
@pagesauce
User-centeredkeyword & topic
research
![Page 5: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/5.jpg)
@pagesauce
The rise of contextual, or semantic, search
http://moz.com/blog/topic-modeling-semantic-connectivity-whiteboard-friday
![Page 6: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/6.jpg)
@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
![Page 7: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/7.jpg)
@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
![Page 8: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/8.jpg)
@pagesauce
Better UX thinking= Better organic visibility
![Page 9: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/9.jpg)
@pagesauce
Add more depth / relevancy to
existing content
Create new content
targeting new terms
![Page 10: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/10.jpg)
@pagesauce
Building content for audiences, not
keywords (sort of)
![Page 11: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/11.jpg)
@pagesauce
Content development as a discipline
![Page 12: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/12.jpg)
@pagesauce
So, how do we find user-centered
content?
![Page 13: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/13.jpg)
@pagesauce
Use the entire buying cycle
![Page 14: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/14.jpg)
@pagesauce
The 4 stages of the online
buying process
Awareness
Consideration
Intent
Decisionhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
![Page 15: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/15.jpg)
@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
![Page 16: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/16.jpg)
@pagesauce
These 2 breakdowns combine to show the
opportunity
![Page 17: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/17.jpg)
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
![Page 18: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/18.jpg)
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
![Page 19: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/19.jpg)
@pagesauce
AwarenessDecisionDecisionIntentAwareness Consideration Intent Decision
Navigational Informational TransactionalInvestigation
![Page 20: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/20.jpg)
@pagesauce
Don’t write for KEYWORDS, write for
SEARCH QUERIES
![Page 21: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/21.jpg)
@pagesauce
Enough theory:Where’s the data?
![Page 22: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/22.jpg)
@pagesauce
Ideas x volume / feasibility = win
![Page 23: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/23.jpg)
@pagesauce
Internal resources
![Page 24: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/24.jpg)
@pagesauce
Find the product experts
![Page 25: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/25.jpg)
@pagesauce
Customerservices
![Page 26: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/26.jpg)
@pagesauce
User research & personas
![Page 27: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/27.jpg)
@pagesauce
SurveyMonkeywww.surveymonkey.com
Polldaddypolldaddy.com/
SurveyGizmowww.surveygizmo.com
![Page 28: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/28.jpg)
@pagesauce
Internal search queries
![Page 29: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/29.jpg)
@pagesauce
Stealing fromyour competitors
![Page 30: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/30.jpg)
@pagesauce
Competitor keyword research
![Page 31: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/31.jpg)
@pagesauce
![Page 32: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/32.jpg)
@pagesauce
![Page 33: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/33.jpg)
@pagesauce
Current keywords
![Page 34: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/34.jpg)
@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?
![Page 35: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/35.jpg)
@pagesauce
Scraping Google
Suggest
![Page 36: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/36.jpg)
@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/
![Page 37: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/37.jpg)
@pagesauce
Don’t write for KEYWORDS, write for
SEARCH QUERIES
![Page 38: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/38.jpg)
@pagesauce
Get thesearch volumes
![Page 39: A user centred approach to building content - charlie williams](https://reader033.vdocuments.net/reader033/viewer/2022060203/559db4d01a28abad738b4808/html5/thumbnails/39.jpg)
@pagesauce
Is it feasible?