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How do you build an SEO and content strategy that targets intent?
Why is it important to consider search intent?
How do you show the right content to the right audience at the right time in the buyer’s journey?
First, you’ll need to know what search intent is.
(Already know the basics? Jump straight to How To Improve Your Keyword Plan With Search Intent In Mind.)What Is Search Intent?
Search intent is the purpose behind a user’s search.
Your audience uses search for countless reasons.
Some users Google simple questions. Other users are looking for the right website to purchase goods.
It’s up to you to be on the search engine results pages (SERPs) at the right time for each type of search.The Four Main Types Of Search Intent
Knowing what people are searching for helps you create the right type of content, giving you a higher chance to meet your goals.
Because people search for millions of queries with dozens of goals in mind, it’s easier to categorize these searches into search intent.
To make sense of what people are searching for, you can organize their keywords into these four main types:
Informational: searches that are for an answer to a specific question or information to learn about a topic.
Navigational: searches that are looking for a specific site, page on the web, or geographic location.
Commercial: searches that are investigating or comparing brands, products, or services.
Transactional: searches that indicate the intent to complete a purchase or take action on a website.
By understanding these labels, paired with other keyword metrics like search volume, CPC, and difficulty, you and your team will be able to create and serve better content at the right times.
But what does search intent actually look like?
How can you identify these qualities in your keywords and use this information to perform intent-targeted SEO and content planning?
Spoiler: it can be a lot easier with an intent tool like Semrush!How To Identify A Keyword’s Intent
To understand a keyword’s intent, you can look for clues.
Clues can be found:
On the SERP.
In the keyword phrase itself.
With a keyword intent tool.
How To Identify Intent With SERP Clues
Google is really good at recognizing intent. It serves up SERPs to fit what it deems to be the intent behind every keyword.
So, you just need to look at what Google provides on the SERP to help you decode the intent.
If you see:
For informational searches, Google likes to provide info cards and related questions to explore the topic.
The next place you can look to manually identify intent is within the keyword phrase itself.
If certain words are included in a query, you can start to assume what the intent might be.
Keyword clue examples for each search intent type are:
Transactional: buy, cheap, for sale online.
Commercial: best, review, comparison.
Navigational: any brand name.
Informational: how, why, what, tutorial.
How To Identify Intent With Semrush’s Keyword Intent Solution
The last and quickest way to identify a keyword’s intent is with a tool that is designed to analyze SERPs and the language behind keywords.
Semrush does this automatically.
Any time you research a keyword in Semrush’s suite, you’ll see an intent label.
In early November, we saw SEO professionals take to Twitter to share their excitement as this feature was released.
So, once you know how to identify a keyword’s intent, what’s next?
Once you identify a keyword’s intent, you can then decide on the type of content to create for your site to best target the keyword.How To Create Content Using Keyword Intent
How Do I Rank Well For Informational Keywords?
Provide information-rich content that answers questions, provides facts, and offers help.
How Do I Create Content For Commercial Keywords?
Stay away from just targeting product pages. Try writing a comparison article instead.
If your keyword phrase is [best laptops for high school students], target this organic traffic with a comparison article that offers information about the options people should consider for laptops for high school students.
How Do I Create Content For Transactional Keywords?
With transactional searches, you should make your product page as clean and direct as possible.
Offer information on your product/service that makes it easy for people to decide to purchase or take action from the page.
Ready to make it all work together?How To Build Your Keyword Plan With Search Intent In Mind
Just knowing how to build out your content with search intent in mind will elevate you to a new level of success. You may begin to rank higher on SERPs and find your content on page one.
Take it a step further. Outrank your competition by researching and discovering their intent.
Maybe your competitors are ranking for a lot of keywords that are informational while your site only targets navigational and commercial queries.
If you want to outrank them, you’ll need to pivot your content strategy to target informational queries as well.Tip #1: Add Search Intent To Your Competitor Research
If you have an SEO tool that gathers organic keyword data:
Look at your competitors’ keyword list.
Cross-reference each individual keyword, using the keyword intent clues listed above.
Manually notate what type of intent each keyword is.
Map each keyword to each of your competitions’ high-ranking pages.
Analyze the data. Is their homepage ranking for navigational queries? Are their top blog posts ranking for informational or commercial searches? What are your pages doing in comparison?
An Easier Way:
Semrush’s new intent metric tool makes it very easy to dive into this data.
All you have to do is:
(This will include organic search traffic at an overview and in that overview, displays the full ratio of intent that this site ranks for.)
Let’s look at three competing home improvement blogs and compare their organic keyword intent ratios.
chúng tôi has a high ratio of informational keywords, followed by a small percentage of navigational, and the last quarter is a combo of commercial and transactional keywords:
chúng tôi has a similar order of ratio, but a higher amount of transactional keywords compared to commercial keywords:
chúng tôi has a very similar-looking profile to shanty-2-chic in terms of the intent ratios, but with a higher total number of keywords:
What can you do with this information?
You're reading Dominate Serps With Search Intent: How To Improve Your Seo & Content Strategy
This article was published as a part of the Data Science Blogathon.
Exploratory Data Analysis is an approach to discover the insights in the data. It is one of the best practices in data science today. People generally confused with the key difference between Data analysis and Exploratory Data Analysis. You won’t see any big difference but these two have different purposes.
Exploratory Data Analysis is a complement to inferential statistics where it is mixed with rigid rules and formulas whereas, Data Analysis is the combination of statistics and probability to figure out the trends and patterns of the dataset.
EDA is the first step in the Data Analysis phase where you can manipulate the datasets to achieve the results. It is implemented before the statistical techniques applied to the datasets. Statistical techniques usually applied on the datasets with the histogram or box plots but EDA is not coming with a set of techniques or procedures. It is like a form of art than applying science.
EDA process makes the analyst get a feel about the dataset and used their ideas to judge the important elements in the dataset.
For example, in the multidimensional scaling, it is the visual representation of the distance of similarities between the set of objects. The user can find the exact distance between the objects by looking at the multidimensional representation.Why EDA is necessary for business?
EDA is a crucial step before getting deep into machine learning or modeling your data to solve your business problems. It allows you to analyze the proper model to interpret the correct results.
Exploratory Data analysis provides a lot of crucial information where people usually miss and this information helps in the long run. EDA has been in the process long ago and it was developed in 1970 by John Turkey, the scientist who coined the word “Bit”. It is often described as philosophy as it had no hard or fast rules to approach it.Purpose of EDA
The purpose of EDA is-
Finding the missing and erroneous data
Gain deep insights from the dataset
Identify the important features in your dataset
Perform hypothesis testing for the specific model
Estimate the parameters and associated intervals.Tools and techniques used in Exploratory Data Analysis
S+ and R are the most important statistical programming languages helpful to perform EDA better. It comes with a bundle of tool to perform functions like-
Classification and Dimension reduction techniques
Predictive AnalysisHow EDA does helps your business?
There are many data connectors available that help the companies to incorporate the EDA into Business Intelligence software. We can build and run the statistical models in R that use BI data to update the information automatically as flow with the model.Let’s see some case study of Exploratory Data Analysis on E-Commerce
In the E-commerce world, we often want to know which customers, where they are coming from to place the most orders and spend their money. These insights help to drive the sale of the company.
Let’s explore the dataset which contains transactional data with customers from various countries who make purchases from UK based online retail company that sells occasional gifts.
Company — UK-based and registered non-store online retail
Products for selling — All occasion gifts
Customers — Most of the merchants are wholesalers
Transactions Period — 1st Dec 2010 to 9th Dec 2011 (One year)Data Cleaning
In the real world, we all know that data is messy and it is necessary to clean the data before exploring the dataset.
Below is the snapshot of the original dataset.
Below are the details about the features-
InvoiceNo: Transaction number
StockCode: Product code
Description: Name of the product
Quantity: Total number of products purchased for each transaction
InvoiceDate: Timestamp for each transaction
UnitPrice: Product price per unit
CustomerID: Unique identifier for each customer
Country: Country name
Let’s check any missing values present in the columns-
We can see that, there are some missing values present in the CustomerID and Description. The missing values present in the rows should be removed. The python provides you with the drop() to handle the missing values.
Let’s see some statistical information about the dataset. We can use describe() function. It will show the mean, std, and IQR values of continuous or discrete variables.
From this analysis, we can check that Quantity has negative values and UnitPrice has zero values. These values will not be possible. So we can remove the negative and zero values of the two variables.
In this dataset, we need to add extra features that help to gain deep insights about the sales.
We need to add the amount_spent variable. To calculate the total amount spent on each purchase, we can simply multiply the Quantity with UnitPrice.
In the E-commerce world, we often desire to know, which customers, where they come from- place the most order and spend the most money on their purchase. It helps to analyze and improve company sales.
From the table, we can observe that the UK has the most number of orders and the Netherlands spends the highest amount of money on their purchases.
Likewise, with the above chart, we can observe that company receives the highest number of orders in November 2011. Likewise, we can do depth analysis with the help of purchase order datasets. We can use this EDA to validate the business assumptions and interpret the machine learning model to predict the sale next year.
We can discover the transactional patterns for each country. This shows the number of orders in each country (with the UK)
This shows the number of orders in each country (without the UK)
As a result, the company receives a higher number of orders from the UK, since it is a UK based company.
So, the TOP 5 countries (including the UK) that place the highest number of orders are as below:
Let’s explore the top 5 countries with the highest money spent. This shows the number of money spent by each country (with the UK)
This shows the number of money spent by each country (without the UK)
So, the TOP 5 countries (including the UK) that spend the most money on purchase are as below:
FranceObservation from EDA
The below-given points are observed from EDA,
The customer with the highest number of orders comes from the United Kingdom (UK) and the second place by German
The customer with the highest money spent on purchases comes from the United Kingdom (UK) and the second position goes to the Netherlands
The TOP 5 countries (including the UK) that place the highest number of orders are as follow → the United Kingdom, Germany, France, Ireland (EIRE), Spain
The TOP 5 countries (including the UK) that spend the most money on purchases are as follow → the United Kingdom, Netherlands, Ireland (EIRE), Germany, France
· The company receives the highest number of orders in November 2011.
We can identify interesting patterns by simply performing EDA. It is all about understanding your data before making any assumptions and also helps you to avoid using or building inaccurate models on the dataset.Conclusion
Finally, Predictive analytics and machine learning are the important tools to analyze the dataset properly to interpret the results which are aligned with the business objectives.
Like all search-minded people, I get excited by new technology. So to celebrate the pleasantly awesome happenings in voice search at once, I wrote this article.
Nothing says “voice search” like a beautifully crafted piece of content that was made with the help of a digital assistant. Less than two years ago, I used my first voice recognition technology tool, Siri, and in December this year, I received my second voice-enhanced techie gift, Roku, so when I got my third arrived this month, Alexa, there was only one thing I could do: an article.
Think of it like this: You’re talking to your desktop or smartphone using a virtual assistant to gain personalized information. With a simple phrase, the voice-activated software uses natural language processing and text-to-speech to understand your search intent. And, based on your past search queries, context, and frequency of use, your voice search results get better.
Previously, SEJ highlighted new happenings in digital assistant technology, so I thought I’d share some insights to a few of my favorites today, along with fun ways to use them. Each should take you no more than a couple of minutes to walk through.
But first, let’s go back in time.
As studies show, as humans start to evolve with technology, we’re starting to see an increase in the use of voice search. In October 2014, 41% of adults and 55% of teens said they use Siri, Google Now, or Cortana once a day. Even, comScore projections suggest that voice search could grow by 50% in 2023! Insane, right?! Also, Bing’s representatives mentioned that 25% of their searches were voice search. I mean it makes sense, why type when you can talk?
Mary Meeker’s Internet Trends report goes into detail about how voice search has expanded over the last eight years. According to the study, Google voice searches have risen more than 35-fold from 2008 to today.
While tech geeks (raising hand!) may all be googly-eyed for Apple, Google, and Amazon, these players were certainly not the first to the game. Come on, 80’s babies don’t tell you don’t remember the Speak-and-Spell?
Let’s pay homage to some of the original voice search tools:With voice search, businesses online will see:
Search will adopt a more natural, conversational approach.
Long-tail keyword terms will become the focus of content.
Content will provide direct answers to questions.
Sentences and phrases will be at the center of the content and we’ll see less of keyword search terms.
Semantic search will start to become a bigger player.
Digital assistants will share data on search queries.
Schema markup for voice search could be a thing.
Optimized videos will see a rise in the search results.
To clarify this awesomeness of voice search, today I’ll look at the most popular voice assistants. I’ll even give you the inside scoop on the hacks I’ve used to make them run better.
Let’s jump in!Siri
Siri (Speech Interpretation and Recognition Interface) is Apple’s voice assistant that’s available on most Apple products. It comes pre-installed. Using the home button or saying “Hey Siri” on certain models allows you to ask questions, set reminders, find restaurants, calculate tips, and so much more!
Connects to Apple TV, iPhone, and Apple’s CarPlay software.
Ability to understand different accents.
Allows for follow-up questions. Example: “What time is Star Wars playing tonight?” followed by “What is the rating?”
Users can adjust voice to reflect male or female voice.
Proven to be the fastest in populating search results.
Connects with third-party apps like OpenTable and Fandango.
Users with iPhone 6s, iPhone 6s Plus, iPhone SE, and iPad Pro (9.7-inch) can say “Hey Siri” without having to plug into a power source.
Cannot connect to Apple computers …yet! I believe this is a feature Apple will launch soon.
Does not learn well over time, therefore results are not as personalized when compared to other digital assistants.
Create relationships letting Siri know how people relate to you. For example, “Siri, call my boyfriend” vs. “Siri, call Channing Tatum.”
Make reservations at your favorite local restaurant. For example, “Siri, make reservations at Datz at 5 pm.”What’s Next for Apple?
Siri will most likely take other forms of digital assistants. Apple recently released access to Siri to its developers, and there are rumors that Apple will be joining Amazon Echo in the smart home space. Soon, they will make Siri a hub for all your home electronic devices with a design similar to the voice-controlled speaker of Alexa. Another step into the AI arena, Apple introduced us to Viv at Disrupt NYC. Viv will be focused only on scheduling meetings.Google Now
Google Now is first voice assistant that delivers personalized voice results based on your history and preferences. As a search marketer, when I say “OK, Google…” I know I’m about to get served information based on my past behavior. For example, the Google Now app will send me traffic updates before I even start my commute to work. And, my favorite part? I can use Google Now without having to use my phone. It’s connected to my desktop and my apps.
Can be used on Windows and iOS platforms.
Integrates directly to Nexus phones.
Connects to your Android Auto so you can use it in your car.
Super cool always listening feature.
Clean interface with cards layout that attempts to pull what you may be interested in based on your preferences.
Must be used in the app on devices that are not Nexus (sorry, iPhone users!).
Activation can be confusing for some that are used to Siri and Cortana.
To open an app, say “Go, go gadget [app name].” You can also say “Open [app name],” but the first option is way more fun.
When you’re in the car jamming to one of your favorite 90’s rock songs, ask “What song is this?” or say, “Identify this song,” to get the name. Plus, you can buy it right from Google Play.
Traveling to another country, just ask Google Now for help by saying,”How do you say [word] in [language]?”
Not sure where your package is? Only ask,”Where’s my package?” and Google Now will search your email history to locate the package.
If you’re a proud owner of Nest [insert jealous emoji], you can say “Set the temperature to 74 degrees.”What’s Next for Google?
Apple is getting involved in the smart home space, and we’re going to see Google do the same with Google Home. It hasn’t launched yet. But, apparently it connects with a bunch of impressive third-party services like Ticketmaster, Pandora, Spotify, Uber, OpenTable, and WhatsApp. Google wants to create a two-way conversation between you and your voice search assistant to help you buy movie tickets or find a local donut shop.
There’s also talk Google plans to roll out other features like sending flowers, ordering food, and booking a rental car…all with your voice.Cortana
Microsoft’s virtual assistant has come a long way from her Halo video game beginnings. Halo voice actress, Jen Taylor, made her debut as the voice of Cortana with the Windows Phone 8.1. Microsoft’s Cortana launched when they were finally looking to capture more in the mobile space. The result: Cortana is powered with the help of Bing so her search queries are personalized like you’re working with a real assistant.
For instance, if you ask Siri for restaurants near me, you’re greeted with a list of results. But, Cortana will give you one restaurant that’s rated the best on Yelp. Cortana is built to not only understand voice queries but their context. Which means it can manage your daily life just as a human personal assistant would.
Connects with PCs (Windows 10 and up).
Understands follow-up questions. Example: “Directions to the airport” followed by, “How long will it take?”
Creates a “notebook” of your preferences to serve up more relevant information.
Computes contextual questions.
One-touch activation with the home screen.
Doesn’t understand punctuation when compared to others.
Little integration with third-party apps.
Play “rock paper scissors” with her.
“Remind me to pick up dog food” and she’ll geotag your location so next time you’re near the pet store, she’ll remind you.
“Sing me a song” and Cortana will start to sing with a human voice.What’s Next for Microsoft?
Forget the Apple Watch — the Microsoft Band is here to compete and it’s jam-packed with Cortana intelligence. Microsoft is getting involved in the biggest tech trend, wearables, and they are taking Cortana with them. Ready for it? U.S. Android users can now use Cortana. And, Microsoft isn’t stopping there. They will be featuring Cortana in the Xbox One consoles coming out this summer to compete with Apple TV and Siri. The voice controls will be the same for Cortana on the Xbox One as they are on the phone.Alexa
Nowadays, barely a day passes me by without at least one interaction with Alexa. The question: “How did I ever survive before this?” crosses my mind every time I’m able to call an Uber or turn on my music. Alexa is a high-tech virtual command gizmo that you can actually keep on your bookshelf or desk. Alexa has the “far-field voice recognition” component that allows it to recognize your voice from the opposite side of the room.
Always actively listening without the push of a button.
Accesses your home to turn on the lights.
Creates shopping lists AND can order from Amazon.
Order pizza from Domino’s.
Schedule an Uber.
Only available to United States users.
Lacking high-level search capabilities compared to other digital assistants.
If you’re banking with Capital One, Alexa can pay your upcoming bills with voice commands.
Ask Alexa to read a Kindle book out loud for you.
7-minute workout with Alexa is priceless. Just ask her for it.
Use the CookBook for a step-by-step instructional guide.What’s Next for Amazon?
Any conversation about voice search tech inevitably has Amazon’s Alexa included. However, when you think about wearable tech, you typically think Apple Watch. Well, Amazon has announced that Pebble will start shipping their core clip-on device with Alexa in 2023. But, this shiny, new, clip device is only half the fun! Pebble’s new device will be similar to Apple’s iPod with the clips. It will also have a button for music and a button switching between features to make life easier. Game. Over. I’ll eagerly be awaiting the next crop of wearable gadgets to roll out.So, Who Wins?
If there’s anything I’ve learned through my personal experience with voice search it is that there is no one-size-fits-all. Every digital assistant has their capabilities and successes, so our job as tech lovers is to try them out to see what works best for our individual needs.
For me, and all my love for Apple products, Siri just seems to take the cake. She keeps everything simple, and I like it that way.
Here are some of the commands that I use with Siri:
When is my grandmother’s birthday?
Text Amy and Eric: Did you pick up the strawberry frosted sprinkle donuts? (Siri is one of the few that can text multiple users)
Post a tweet: Your tribe attracts your vibe.
Post to Facebook: Started from the garden now we’re here.
What has Mindy Kaling been tweeting about?
Schedule an appointment at 6:30 pm with Uliana two weeks from now.
Add “Surf in Costa Rica” to my Bucket List. (Only works if you have Reminders set-up titled Bucket List)
Book me a table for four at The Canopy at the Birchwood Hotel. (Siri connects with Open Table to book your reservations)
Show me my videos from SEJ Summit in Santa Monica.
Show me photos from SEJ Summit in Santa Monica.
Delete all alarms.
Turn off the kitchen lights. (Only works if you have the HomeKit)
Make my screen brighter.
Play my new voicemail.
Learn how to pronounce “gif.” (Only voice assistant to teach pronunciations.)
Walking directions to nearest coffee shop.
Read my new email.
Can you beatbox?
While the future of voice search is unclear, I can certainly speculate that we’ll be seeing wearable tech along with a major transformation of search engines.
So whether you need a few Do Not Disturb hours, directions to your next meeting, or plan to devote your entire evening to singing in your living room a rendition of “Grease 2,” voice search is here. For tech lovers like me it allows me to maintain an efficient work life while helping me make room for the fun stuff.
What virtual assistant do you use regularly? Are you ready for more voice search?
Google published an Advanced SEO Help page about using Google search operators to debug a website.
Google search operator search results are not tied to Google’s regular ranking algorithm and the index used is limited and not up to date.
Yet even with those limitations the search operators provide useful information that can be used for search engine optimization related purposes
They aren’t useful for trying to learn about Google’s algorithm. But the search operators are very useful for learning more about a website.
The new documentation contains a statement about the limitations of the data:
“Because search operators are bound by indexing and retrieval limits, the URL Inspection tool in Search Console is more reliable for debugging purposes.”
Search operators can however be used to discover interesting information about a site.
The new documentation covers the following search operators:
imagesize:site: Search Operator
The site search operator shows a sample of the pages in Google. It’s not all the pages, as Google’s caveat makes clear when it stated that the search operators “are bound by indexing and retrieval limits.”
Site Search does not use Google’s regular ranking algorithm and only shows a SAMPLE of pages that are indexed.
There’s always been a random quality to all search operators and that make them unreliable in terms of completeness and especially for trying to find out ranking or algorithm related factors.
This has been true for all of the search operators.
I use site: search as a quick and dirty way to find pages with specific keywords in them but I do that with the understanding that there are pages that might be missing.
For example, I had an issue with Users Generated Content where members on Apple devices were cutting and pasting non-UTF letter characters into the web page, resulting in symbols instead of letters.
Using a site: search operator I was able to find many of them and have the site software rewrite the symbols back into letters sitewide.
Google’s new support page says:
“Find search results from a particular domain, URL, or URL prefix. For example:cache: Search Operator
The cache: search operator shows you Google’s cache of a web page, a copy of what the page looked like when Googlebot last crawled it.
The cache is a great way to figure out if a site is hacked and showing different content to Google (cloaking).
Google’s support page for the cache search operator has a warning:
“The actual cached version might look incomplete or even empty in certain cases.
The related: search operator is a nice one. It tells you what other sites Google identifies as related to the site being searched.
The related: search operator can be useful for telling you if there’s something wrong with the content relevance if Google shows wildly unrelated sites as being related.
This is how to use the related: search operator:
Google also has a caveat about this search operator, too:
“The lack of your URLs showing up for related: queries is not an indicator of the quality of your pages, nor any other search signal.
The relatedness of URLs is generally only calculated for the most popular URLs on the internet.
Moreover, the data that powers the related: query operator is not refreshed real time, so recent popular URLs might not show up in results for the related: search operator.
The related: search operator is not a good tool for debugging specific URLs.”src: The Hotlink Finder
The src: search operator finds pages that hotlink to an image.
This is the example that Google’s src: search operator support page uses:imagesize:
The imagesize: search operator finds images with a specific size and is typically used with a site: search operator.
The two image search operators also have limitations.
Google’s caveat is similar to previous warnings:
“Because image search operators are bound by indexing and retrieval limits, you might not see all of the results that may appear for a standard search query.”Use Google Search Operators
Google’s search operators have many uses although not all of the uses might be apparent at first glance.
For example, I’ve never had a use for the imagesize: search operator but there may come a day when I need to know if Google has crawled or indexed an image with specific image dimensions.Citations Read These Other Search Operator Pages as Well
site: Search Operator
cache: Search Operator
Google Images Search Operators
Looking to scale your SEO processes?
Are you equipped to factor in the ever-changing digital landscape into your plans for growth?
Any marketer would agree that scaling in today’s digital age can be a complex challenge.
However, by taking a sophisticated, fine-tuned, and strategic approach, you can seamlessly scale an SEO program on an enterprise level.
On July 13, I moderated a webinar with Wayne Cichanski, VP of Search & Site Experience at iQuanti, and Anwesha Mazumdar, head of Credello.
Cichanski and Mazumdar presented a scalable SEO program that works.
Here is a summary of the webinar. To access the entire presentation, complete the form.1. Capture Consumer Demand
Understand what the consumers and your audience are looking for.
Define your customer personas.
Identify consumer demand across the journey.
Discover what and how your audience is searching for your products.
If you don’t have content matching the user journey, they can’t enter your site based on the demand they’re looking for.
You’ll want to create that content in order to keep that traffic on board.
How do you create the content your audience is looking for? Start by compiling keyword data.2. Compile Keyword Data
Take that journey data, the persona, that funnel connection, and apply that to your keyword research.
Keywords should be driven around content.
[3 ways to approach keyword research & how Credello did it] Instantly access the webinar →Group Keyword Data By Like-Minded Intent
Map & group keywords by similar intent. Then isolate and develop content to match that intent.
One intent equals one content page.
For Credello, these steps:
Became the foundation for their content strategy across channels.
Got translated to guidelines and brand voice.
Helped them chart out the decision funnel and journey of the user.
[Discover Credello’s approach to capturing demand] Instantly access the webinar →3. Assess Your Competition
Know the key metrics to identify the health of your competitors.
The keyword landscape you just identified will define your markets, products, or service across that entire funnel journey.
That market landscape becomes your baseline, your north star.Compare Market Strength Share
Compare those intents to your web pages, and figure out what you have in the market that’s published and missing, like a health state check.
[See an example] Instantly access the webinar →Identify The Strength Of A Competitor’s SEO Program
Know where and what your competitors are doing in terms.
Share of Voice (SOV) position.
[Find out what each factor means] Instantly access the webinar →4. Scale Your Content Program
To close significant content gaps, you’ll need to know what you are trying to achieve with your content.
It can be achieved by taking into account the following factors:
[Dive deeper into each element and see how Credello did it] Instantly access the webinar →5. Prioritize Your Efforts
Knowing what to do and when is critical.
Start by grouping tactics by effort and teams for concurrent work streams.How To Group Tactics
Low Effort/High Impact Tactics
CMS page updates.
Changes to content.
Updates to primary SEO attributes.
Disavowal of negative authority.
Longer Cycle Tactics
Net new content pages.
Infographics / 10x content.
Sprint Cycle Tactics
Core web vitals.
Global navigation.6. Piggyback On Sprint Cycles
Sprint cycles allow you to make adjustments and progressions.
Since the sprint cycles are already planned, dedicated, and targeted to a particular page, template, or initiative, you just add SEO value to that.
Put your puzzle pieces into those sprint cycles on a template and page level.
[See how Credello operationalized the program] Instantly access the webinar →[Slides] How to Scale Your Enterprise SEO Program
Here’s the presentation:Join Us For Our Next Webinar! KPIs, Metrics & Benchmarks That Matter For SEO Success In 2023
Reserve my Seat
Featured Image: Paulo Bobita/Search Engine Journal
10 hidden factors that could be affecting your Conversion Rate
Many elements come into play when you are seeking to improve the conversion rate of your website as part of a site conversion optimisation strategy. You may already appreciate the importance of testing major changes such as the offer, call-to-action buttons, placement of product pictures and headlines.
However there are other technical features of a landing pages, which if not implemented correctly may also damage your conversion rate. In this article I define 10 factors which are less well known but could easily be compromising your success. The examples I will include cover both classic landing pages for lead generation, in B2B for example and also Ecommerce sites.Ten steps to improving conversion on your website 1. Utilizing a CAPTCHA
Everyone is familiar with these…
It’s important to always remember the fact that CAPTCHAs are hated just as much as spam. The unfortunate bit is that these combinations of numbers and letters have become the most popular method of fighting automated submissions and so many sites continue to use them. You may want to explore alternatives though.
An interesting survey was conducted by Moz last year showing that turning off CAPTCHA allows fewer spam mails to get through, without losing conversions along the line. There were nearly 160 failed conversions after turning CAPTCHA on again.
If using a CAPTCHA on forms to prevent spam you can try disabling it only temporarily and check if rate of conversion increases. NuCAPTCHA is an alternative to CAPTCHA present on the market. It promises to fight spam effectively, while also preventing conversions from eluding your form.2. Applying the regular Call to Action text
You may have tried replacing ‘Buy’ with ‘Add to Cart’ call-to-action text or ‘Get a Quote’ with ‘Find out More’ for instance. Indeed, small alterations like these could improve conversion rates significantly.
Even then you still can go deeper. Did you know for example, that Dell made $25 million extra in sales by simply replacing three little words? Their initial call-to-action ‘Learn more’ which is frequently used, they changed to a more interactive phrase, like ‘Help Me Choose’.
How are you able to apply call-to-action button text for propelling users forward through the process of conversion? Another retailer made a change to the purchase process described by Jared Spool at UIE which de-emphasised registration where the button text change saved $300 million.3. Keeping from Changing the Call-to-Action basing upon User’s Behavior
Is there another step which you could take to help them feel more relaxed about executing that first move?
Can you offer free orientation on how to apply your product, or maybe a free webinar on ways of using your services to impact their business? You may as well try out a coupon they could use to make future purchase?
Wait, for what?
This statement is the equivalent to having a toddler cling to your ankles in panic as you are exiting the toy aisle.4. Failing to Show Policies Up Front
This not only demonstrates your integrity and transparency, but also offers the visitor a clear picture of just what are the rules of your company, before they decide on a particular action.
If you want to really shine, remember including the phone number, address and real name of your contact. Avoid any attempts if possible, of forcing the visitor to wade through endless murk which characterizes ‘Customer Service Helpdesk.’ For even more security and credibility, back up the policies you have with seals of trust like Hackersafe and Verisign.5. Not offering clients Shopping Cart Convenience
The majority of customers fill their shopping cart with different products then pause for several days while thinking of what to purchase next, or just hold on for their next paycheck. Once back, they get disappointed at the sight of their empty cart. Your customers should end up spending significant periods of time shopping on your site, especially now that cookies are widely accepted online.
Allow guest shoppers to fill their cart then keep it for a set time period without requiring buying or registering. You can achieve better prospects in fact, if able to tie in this convenience with ‘social recommendations’, ratings, reviews and ability to forward the page to their addresses on email.
Make use of ‘social recommendations’ in addition to this, such as ‘80% of customers surveyed would recommend this item to a friend’.
By doing that, you remove every kind of obstacle possible, while laying the flexibility and convenience on thick. Be prudent and give internet users multiple rational reasons for backing up their purchase online and show them how smart a decision they are making trading with you. This is very critical since the web visitors are unable to touch, try out or try on any product you offer them any other way.6. Failing to track your changes
You do not necessarily require a costly system for testing, measuring and evaluating the manner in which changes affect your rate of conversion. You do, however, need to know how every form of change you make affects the page and entire site through using your analytics system.
For instance, increasing size of product images on site may lead to loss of traffic due to longer loading time. It may as well allow customers who were only browsing more detailed assessment of the product and offer them greater motivation to make purchases.7. Noting paying close attention to Font Style or Size
Font style in some way resembles a designer’s preference more than something which would cause a dip in conversions. Users would just leave and take their business somewhere else, if font size proved too small.
Most modern browsers today permit users to adjust their text accordingly, even though most individuals do not even know that this is achievable. Reading fonts which have ‘feet’ on the letter edges (like Courier and Times New Roman) get eyes tired faster on screen, thereby making Verdana or Arial (fonts lacking any ‘feet’ on them) better choices.8. Inviting Coupon Code Use without employing any Coupons
Nothing is probably more distracting than trying to complete an order before suddenly noticing a promotional code or coupon form field. Your reader may subconsciously think that someone is getting a better deal than them somewhere in this case. Since most people enjoy being given discounts, your visitor will stop in-between the ordering process to seek for coupon codes.
To avoid this, do not show coupon codes at your front page only, but fill in one at checkout for the customer. Shoppers appreciate the discount or freebie even when something minor and continue ordering without having to feel interrupted.9. Selecting a poor background colour
Granted, colour psychology affects how we perceive websites as well as our impression of them within the initial few seconds. Most sites err in terms of caution by selecting typical blue background plus a white content area. This is a popular choice which makes it more difficult distinguishing your site from others.
In recent times, there has been a surge towards bold, bright, high contrast hues together with simple and direct statements offering clear impressions to internet users.10. Failing to use Natural Language
Forms have evolved a lot from standard grey buttons and text fields. They now more naturally blend with the site design and have interactive prompts.
Search Engine Land carried an article stating that using natural language in a form could increase conversion rate by 25-40%. Although the example above may be more difficult to complete.
Such friendly forms are known as ‘Mad Libs’, named after the road trip fill-in-the-blank game for children. The term arises from the way in which these forms adopt a conversational tone when inviting web users to complete them.
Thanks to David Rosenfeld for sharing his thoughts and opinions in this blog post. David is an Analyst at
Thanks to David Rosenfeld for sharing his thoughts and opinions in this blog post. David is an Analyst at Infinite Conversions , a digital agency focussing on improving website results through conversion rate optimization.
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