Confab 2018 Talk: "Empathy Behind the Algorithms: Creating People-Driven SEO"

Confab 2018 Talk: "Empathy Behind the Algorithms: Creating People-Driven SEO"

Search engine algorithms are always changing, and it can feel impossible to keep up. But effective search engine strategy always strikes a balance between technical optimization and understanding the people behind the keywords.

In this talk, I'll show you a practical approach to human-centered SEO that you can use to make sure your content is helpful, relevant, and findable, too.

In this session, you’ll discover how to:

- Understand search intent
- Use that understanding of intent to improve navigation, information architecture, tools, and functionality
- Make content more helpful by answering questions
- Use smart metadata and markup

Download a guide of my tips and takeaways from this talk >> bit.ly/understandingintent

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Chris Corak

May 23, 2018
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Transcript

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    Voice, changing the tone ½ of teens + 41% of

    adults use voice search daily
  4. 9.
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  8. 16.
  9. 17.

    Google doesn’t just give you search results online, they track

    real life actions offline, too. The takeaway: real life actions can impact your search visibility.
  10. 18.

    If Google’s #1 goal is to give people what they

    want, then why would we cater to algorithms instead of working harder to make users happy? #CONFAB18 - @CHRIS_CORAK
  11. 20.

    4 key steps GETTING STARTED WITH HUMAN-CENTERED SEO 1 –

    Understand search intent 2 – Improve navigation, IA, tools and functionality 3 – Make content helpful by answering questions 4 – Use smart metadata and markup
  12. 24.

    “Active intent is the intent that is explicitly described by

    the query syntax…You MUST satisfy active intent immediately.” @ajkohn Active Intent
  13. 26.
  14. 27.

    Helps us understand from where and on what device Google

    Search Console to see how users are finding you now
  15. 39.
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  18. 43.

    Themes we’ve identified within “life insurance” ✓ Cost + Quotes

    ✓ Validation ✓ Taxable ✓ Meaning ✓ Local Agents ✓ Value
  19. 45.

    4 key steps GETTING STARTED WITH HUMAN-CENTERED SEO 1 –

    Understand search intent 2 – Improve navigation, IA, tools and functionality 3 – Make content helpful by answering questions 4 – Use smart metadata and markup
  20. 47.

    User intent data can help us win budget, gain internal

    alignment, and make changes that have the biggest impact on our users. #CONFAB18 - @CHRIS_CORAK
  21. 48.

    Search intent for “Insurance” Summing up the search volume for

    each theme can: ✓ Prove value ✓ Help prioritize topics THEMES OF INTENT 1.8 MILLION MONTHLY SEARCHES
  22. 56.

    4 key steps GETTING STARTED WITH HUMAN-CENTERED SEO 1 –

    Understand search intent 2 – Improve navigation, IA, tools and functionality 3 – Make content helpful by answering questions 4 – Use smart metadata and markup
  23. 59.

    52% of questions trigger a featured snippet *semrush Tips on

    structuring your content to win snippets: > bit.ly/tips-from-ann-smarty
  24. 66.
  25. 69.

    4 key steps GETTING STARTED WITH HUMAN-CENTERED SEO 1 –

    Understand search intent 2 – Improve navigation, IA, tools and functionality 3 – Make content helpful by answering questions 4 – Use smart metadata and markup
  26. 71.

    Of traffic comes from Organic Search. While 29% start directly

    on your site. 47% CONDUCTOR, ENTERPRISE ANALYTICS STUDY
  27. 72.

    Not readable or helpful Reads well and is extremely helpful

    Make sure it’s readable and helpful Doesn’t even make sense 63,000+ reviews, price, in stock, trial period
  28. 73.

    Lacks clarity Straight forward + helpful Make sure it’s readable

    and helpful This is about “ life insurance? ” Passive intent A+ : quotes, validation, taxes
  29. 76.
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    Schema.org by type Product Local business Reviews Organization Images &

    videos More… Healthcare & Medical Finance & Banking Real estate Travel & tourism Arts & music Software More… Schema.org by industry
  32. 82.

    Logo Step #1: Markup your home page with Schema.org/Organization Official

    profiles Points of contact Parent organization
  33. 88.

    4 key steps GETTING STARTED WITH HUMAN-CENTERED SEO 1 –

    Understand search intent 2 – Improve navigation, IA, tools and functionality 3 – Make content helpful by answering questions 4 – Use smart metadata and markup
  34. 89.

    Takes a team to achieve a success SEO outcome Successful

    SEO Outcome Content Dev / IT UX Design Creative Digital Marketing SEO Expertise Executive Stakeholders Analytics Social Media + PR
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    Staying up to speed in SEO For latest news www.seroundtable.com

    Google patents + implications @ bill_slawski on Twitter www.seobythesea.com @badams on Twitter www.polemicdigital.com/blog Technical SEO, Barry Adams
  36. 94.

    Confab 2018, “Empathy Behind the Algorithms,” @CHRIS_CORAK My tips and

    takeways >> bit.ly/understandingintent Questions? www.onwardand.co