In this talk, given for SEO Mastery Summit 2022, I:
- propose a continuous improvement planning approach for web architecture
- highlight the importance of goal-driven site architecture planning
- highlight the relationship between site goals, user personas, and search intent
- demonstrate ways of considering search intent in both page planning and structure planning
- highlight the benefits of having an intent-driven website architecture
- highlight different ways to troubleshoot for intent mismatch
- recommend some further reading to get set you on a path of success ✨
If you want to read the talk write-up, head over to: https://lazarinastoy.com/building-a-search-intent-driven-website-architecture/
A beginner's guide to machine learning for SEOs - WTSFest 2022
This is a guide for machine learning for beginners, tailored to the SEO industry, aimed at breaking down the challenges that hold us back from experimenting, the breakdown of machine learning's main characteristics to help us understand how to implement it a bit better, and the ways we can embed advanced technology into our daily practice.
The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.
How to put together a search strategy for a new category
The document discusses strategies for developing an effective search strategy for a new category. It recommends aligning messaging through customer interviews, quantifying results with research, researching competitors, creating cornerstone pages to pioneer key phrases, amplifying search with other channels like content marketing, and analyzing traffic to identify top performing keywords and scale with paid search. The goal is to own the new category term through search engine optimization and paid search experimentation.
Data Driven Approach to Scale SEO at BrightonSEO 2023
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
Giulia Panozzo | Neuroscience of Search | BrightonSEO April 2023
The document discusses applying neuroscience concepts to search engine optimization. It begins with an overview of the presenter's background in neuroscience and cognitive psychology. The presentation then covers topics like capturing attention, cognitive biases, heuristics in decision making, social proof, and the role of emotions. The goal is to optimize websites for users by understanding how the brain processes information, makes judgments and decisions. The key takeaway is that an effective SEO strategy puts the user's experience and needs at the forefront.
The document discusses how Apps Script can be used to program spreadsheets and leverage JavaScript functions and APIs. It provides examples of parsing URLs, cleaning data, and custom functions. Apps Script allows integrating APIs to scrape search results, classify data using machine learning, and monitor website changes. Functions can make spreadsheets more powerful and automate tasks like notifying users. The document encourages learning JavaScript and Apps Script to unlock these capabilities within spreadsheets.
Brighton SEO April 2022 - Automate the technical SEO stuff
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
The document discusses scaling SEO through a product-led approach. It describes how content production and performance analysis can be scaled using templates, natural language generation, and data aggregation/dashboards. Specific strategies discussed include scaling content production through AI-assisted templates reviewed by specialists, and scaling analytics through custom dashboards integrating internal and external data to surface hidden opportunities. The overall message is that many aspects of SEO can be scaled through automation and data-driven approaches while maintaining quality.
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
This document introduces two statistical packages, Prophet and Causal Impact, that can help SEO recommendations get implemented by proving their value. Prophet uses an additive model to forecast performance based on past seasonal trends. Causal Impact infers the impact of interventions by comparing actual results to a synthetic control. The document provides an example of how these packages could be used to get signoff for an SEO proposal and then prove the value of changes after implementation. They help place SEO in a market context, quantify commercial ROI, and clearly show impact to gain developer buy-in for future work.
The document discusses how to get teams doing user experience (UX) work as part of digital marketing. It addresses common excuses for not doing UX and provides low-cost and quick solutions. The key recommendations are to create an informal UX team with advocates from different disciplines, ensure UX work is reliable by testing with real users, and consider international UX needs as cultures navigate sites differently.
The Quickest Win in SEO – How to do Internal Linking the Right Way
This was a talk from BrightonSEO September 2021 and covers not only the importance of internal linking but also how to do it. It also covers a number of examples and additional tips.
Data Studio for SEOs: Reporting Automation Tips - Weekly SEO with Lazarina Stoy
In this webinar, I will go through the benefits and limitations of Data Studio, tips and tricks for turning spreadsheets into cool reports, and share some hot dashboard templates
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing Pages
The document discusses optimizing product listing pages (PLPs) on ecommerce websites. It begins with the author describing their experience finding a website with little obvious "tech debt" issues to address. They then analyze which page templates drive the most revenue, finding PLPs account for 60% of organic revenue. The author breaks down PLPs into individual components and suggests prioritizing optimization of filters and internal linking. They argue for considering metrics beyond just search volume, like user behavior and conversion data, when deciding which page variants to focus on.
Improving Crawling and Indexing using Real-Time Log File Insights
Interesting insights from log files are often kept within silos, not shared with content teams.
This prevent content teams from reaching their full potential.
Learn how they can improve crawling and indexing though leveraging insights from log file analysis, all in real-time.
TECHNICAL SEO QA - SHINING A LIGHT ON INVISIBLE WORK (BrightonSEO April 2022)
When you do things right, people won’t be sure you’ve done anything at all. That’s SEO QA in a nutshell. The key to online life, love and success is: testing. Testing involves product, devs and SEOs. Tests: everyone wants them but time and accountability get in the way.
In this talk, Gianna Brachetti-Truskawa and Myriam Jessier go over how to automate, semi-automate and fake it till you make it QA testing methods that do not rely on developers and minimize inter-team frictions. They’ll also show basic tests everyone should carry out to save some anxiety.
They’ll also discuss the mysterious mysteries: everything that can go wrong and all of the things NO ONE EVER TELLS YOU.
PPC in a Multi-Channel Marketing Campaign by Sheila Dela Pena
This document discusses using paid advertising as part of a multi-channel marketing campaign. It provides advice on leveraging different paid advertising strategies like retargeting, lookalike audiences, and integrating analytics data between platforms. The document also examines which marketing channels are most effective at different stages of the customer journey for small, medium, and large businesses. Key takeaways include focusing digital marketing strategies on business goals, understanding overall performance of activities, and using retargeting to get more conversions.
The document discusses ways to continue optimizing keywords after initial keyword research, including:
1) Analyzing site analytics like bounce rates to identify underperforming pages and keywords
2) Conducting competitive analysis of top competitors to find new keyword opportunities
3) Performing heuristic evaluations like talking to experts to gain insights beyond data
The document provides information about Eugene Macarius, who is described as a digital marketing strategist and SEO consultant. It lists his professional experiences, which include roles at Standard Chartered Bank and Catholic Church of Singapore, as well as implementing customer relationship and loyalty programs. It also notes that he manages 360 digital marketing campaigns for businesses, is a mentor for various programs, and is certified in search engine optimization. The document appears to be profiling Eugene Macarius and his background and qualifications in digital marketing.
10 Characteristics of a Kick-Ass Franchise Sales Website
Learn how to improve your franchise sales website from a content and development perspective from the industry experts. Rachael Wachstein, VP of Content Marketing at Fishman PR and Andy Garner of Higher Visibility join forces to bring you this informative hour long webinar.
Contact Rachael at rwachstein@fishmanpr.com & Andy Garner at andy@highervisibility.com to learn more.
The document provides an overview of key considerations for refining a web strategy. It notes that most websites dramatically underperform given their importance in marketing. Several root causes are identified, including lack of web expertise and clear goals. The document emphasizes setting goals based on audience and strategy, and establishing best practices. It also stresses the importance of measurement and adjustment based on goals. Examples are provided for how to apply these principles in practice when redeveloping a website.
Whether you’ve moved in-house for the first time, or looking to pitch for a new client, the task of putting together an SEO strategy from scratch can be daunting. Where do you even begin? This talk covers the practicalities of focusing your efforts on what matters in order to produce a well-informed SEO strategy.
The document discusses search engine optimization (SEO) and how it involves optimizing websites to increase traffic from search engines. It explains that SEO considers how people search and how search engines work. The goal of optimization is to increase relevance for keywords and remove barriers to search engine indexing. It notes that search has become central to how people access information and that organizations need search traffic. With billions of searches performed monthly, SEO is key to success in the new digital economy.
- The document outlines an agenda for a digital marketing training covering attribution modeling, SEO considerations, and advanced paid media strategies.
- Attribution modeling is discussed as understanding the role different touchpoints play in the conversion process to create an effective marketing plan.
- An overview of important on-page and off-page SEO factors is provided, noting that 55-65% of ranking is based on content, links, and RankBrain signals.
- Advanced paid media strategies discussed going beyond keywords to target likely customers using interest, location, and behavioral data while maintaining user privacy.
10 Characteristics of a Kickass Franchise Sales Website
Have you been wondering why your franchise sales website isn't helping you with lead generation? Rachael Wachstein, VP of Content Marketing at Fishman PR, and Andy Garner, Director of Business Development, share their expertise in content marketing and website development to explain how to do it right with your franchise sales site.
I Spy With My Little Eye - How to Determine KPIs and Drive Website Effectiveness
This document discusses how to determine key performance indicators (KPIs) and drive website effectiveness. It recommends identifying business goals, strategizing how a website can achieve those goals, developing KPIs to measure goals, and validating results through analytics. An example is provided of a law firm that identified attorney contact submissions, publication downloads, and event registrations as KPIs to measure goals of thought leadership, leads, and event attendance. The document emphasizes measuring KPIs and validating results through website traffic analytics.
Slides from November 2017 webinar with Jason King. In this webinar, we take an overview of Google Analytics, a free tool that provides a wealth of data that you can use to evaluate your success online, and help you make decisions to improve the reach of your website. This webinar is for any non-profit worker with responsibility for their charity’s website.
How to Improve Your Website: The Role & Importance of SEO, Branding, Content,...
This document summarizes a workshop for small and local businesses on improving their websites. The workshop was presented by DragonSearch, a full service digital marketing agency. It covered key topics like search engine optimization, branding, content creation, usability, and more. DragonSearch recommends businesses carefully define their brand, do industry research, build trust on their website, choose an effective domain name, optimize content and design for users, track website performance with analytics, and continually test and improve their digital marketing efforts. The goal is to drive more targeted traffic and increase conversions.
This document provides an agenda and overview for an online marketing workshop presented by Sam Shetty in April 2013. The workshop covers various topics related to online marketing including search engine optimization (SEO), Google Analytics, pay-per-click (PPC) advertising, social media marketing, mobile websites, and conversion rate optimization. It also discusses trends in online spending in Australia, the changing consumer purchase journey, and how to focus online marketing efforts on consumer needs and goals rather than just promoting the business.
This document provides an overview of data-driven SEO and outlines a three step process:
1) Investigation - Gather data on target demographics, buyer personas, keywords, competitors through tools like analytics and link profiles.
2) Interpretation - Analyze the data, identify areas for improvement, and create reports to develop strategies.
3) Implementation - Execute the strategies, measure results, and adapt strategies based on new data to continually improve performance.
The process emphasizes thorough research, testing, and adapting to new information to develop long-term, science-based SEO strategies.
The business plan outlines an open source eBusiness promotion service that analyzes websites and identifies problems to improve search engine rankings. It discusses analyzing competitors, developing keyword-rich content, link building, and determining an appropriate market strategy and business model. The financial plan, risks, roadmap, and team organization are also summarized. The open source model allows for easy scaling by marketing additional sites once an initial site is revenue positive.
The document provides a strategy guide for creating effective landing pages that turn click-throughs into breakthroughs. It introduces the R.E.A.D.Y methodology, which stands for Relevant, Engaging, Authoritative, Directional, and Yield Optimal - the five dimensions of great conversion-focused landing experiences. Each dimension is then defined and discussed in more detail, with questions provided to help evaluate existing pages and ideas against this framework. The goal is to create landing experiences that are optimized for visitor experience and success in driving conversions.
The document discusses how a company's website represents their business online and provides strategies for optimizing a website and online marketing efforts. It covers search engine optimization, paid search advertising, analytics, social media, and deciding whether to outsource or handle internet marketing in-house. The key is having a well-designed website that generates traffic and conversions through search engine marketing techniques and data analysis.
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
This talk is a walk-through of different ways you can incorporate machine learning in SEO tasks. It will involve a speed-run of different task categories/ aspects of SEO work, and the models that you can use for this purpose, and the results of a comparative analysis of how they perform.
Listeners will leave with (1) understanding of what are different ML models, and where to incorporate them in their day-to-day SEO work, (2) why and how to choose one solution over the other, (3) how to get started with the recommended ones (will be sharing videos/templates/walk-throughs)
This session focuses on:
The process of incorporating ML models and the aspects of SEO work when they can be incorporated (e.g. image captioning, generative work in content or meta elements, content localization, etc)
A summary of comparative analysis work I’ve done where I’m comparing the performance of different models for specific tasks in SEO, and providing a recommendation of which one to use for what task and why
Summary of steps and costs, plus templates/code to use
Who is this talk for?
Any SEO (agency), SEO manager (In-house), or site owner
Team Leads, looking to upskill their teams and processes to rely a bit more on automation
People interested in automation and ML/AI, and interested in going beyond chatGPT
Those interested in saving some time in their day-to-day tasks via automation
WTSFest 2023 - Data Storytelling, Lazarina Stoy. (3).pdf
Presentation for WTSFest 2023 on Data Storytelling by Lazarina Stoy.
This presentation will give you all the information you need to get started with data storytelling, including going into the elements of data storytelling, how to get started, and best practices.
Watch the video: https://www.youtube.com/watch?v=WkzYyKwPuYo
Read the blog posts:
1️⃣ Part I goes into Elements, skills, and components of action-provoking data stories. https://lazarinastoy.com/ultimate-guide-to-data-storytelling-for-marketing-and-data-consultants/
2️⃣ Part II goes through six practical ways to Implement Data Storytelling in your Consulting. There you'll find actionable examples, tips, and best practices for implementing data storytelling. https://lazarinastoy.com/six-practical-ways-to-implement-data-storytelling-in-your-consulting/
PubCon, Lazarina Stoy. - Machine Learning in Search: Google's ML APIs vs Open...
The document discusses Google's ML APIs versus OpenAI's APIs and their applications for SEO and digital marketing tasks. It provides examples of how natural language processing APIs from Google and OpenAI can be used for tasks like text analysis, sentiment analysis, document classification, translation and content transformation. While both Google and OpenAI APIs are useful, the document recommends choosing the right API for each specific task based on its capabilities and limitations in order to get the best results.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...
Google conducts 800,000 experiments and improvements to search annually to optimize search results for users. In 2021 alone, Google made 5,000 improvements to search. As of August 2022, 92% of all search queries are handled by Google. The document then provides an in-depth overview of how to conduct a comprehensive search engine optimization (SEO) analysis, including competitor analysis, entity analysis, sentiment analysis, search intent analysis, language use analysis, and rank analysis. It recommends leveraging tools like Google APIs, Data for SEO, and GPT-3 to automate the analysis and provide classifications. The analysis is intended to guide content and keyword strategy execution rather than replace it.
MeasureFest 2021: Interactive Core Web Vitals In Data Studio
Learn how to overcome traditional challenges of Core Web Vitals static auditing through an interactive Data Studio report. The dashboard is a simple yet efficient approach, which enables tangible and actionable recommendations for all three metrics for a page-level, section-level, and site-level, making it suitable for large sites. The plug-and-play framework allows you to audit, communicate findings, and track progress, making stakeholder relations easier.
Social Media Marketing Master Class - Jeff Dwoskin
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
The Intersection Between AI & Paid Media Management - Curtiss Gulash
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
Unlocking the Potential of AI and XR - A Step-by-Step Guide to Strategic Int...
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
Paid Media Targeting in a Cookieless Future - Kevin Lee
The continued disappearance of the third party cookie has both targeting and tracking implications for open-web advertising and marketing. We'll discuss where context, identity graphs and first party data are being used to substitute for third-party cookies. We'll also discuss where CTV and other newer media channels are maturing to allow for household or personal targeting.
Key Takeaways:
Learn how to effectively target prospects and consumers at various stages using a combinations of targeting types across channels.
CampusEdge offers a comprehensive suite of tools including financial management, human resources, student information, and more. It promotes streamlined processes and data integration.
Enhanced efficiency and productivity through automation, data centralization, and real-time insights. Improved decision-making based on accurate data and analytics.
Allows for seamless scalability to adapt to the changing needs of educational institutions. Enables consolidation of various functions into a single platform.
Initial planning and assessment of requirements. Configuration and customization of the software to fit the institution's unique structure and processes.
Comprehensive training programs for staff to ensure effective utilization. Phased deployment strategy to minimize disruptions.
Struggling to get high-quality backlinks? Our latest presentation reveals the strategies you need to succeed in 2024. Learn practical tips to boost your SEO and elevate your website’s authority. Click below to access the full presentation!
Full blog here - https://digitalmarketingphilippines.com/how-to-get-high-quality-backlinks-in-2024/
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
CIIM (Chandigarh Institute of Internet Marketing) – ISO:9001 Certified & Google Partner Digital Marketing institute in Chandigarh — was founded by Surjeet Thakur in the year 2010. We specialize in training aspirants in various digital marketing domains such as Google Ads, PPC, SEO, SMM, SEM, Video Marketing, Amazon Marketing etc.
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
Discover how Eric Siu’s agency, Single Grain, drove over 1 million new website visitors at a +59% higher conversion rate in 90 days by integrating innovative AI-driven strategies into their CRO and SEO practices, known as programmatic CRO (pCRO) and SEO (pSEO).
Imagine: At the click of a button, your landing pages dynamically adapt to feature content and elements specific to the keywords and products they are targeting. That’s the power of pCRO, transforming generic pages into highly personalized experiences. With pSEO, generate quality pages at scale that rank at the top of search results for relevant long-tail keywords, driving traffic that then converts.
Excited? In this session, Eric will guide you through how to implement these game-changing techniques for your own business, enhancing your digital strategy and maximizing your ROI.
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
Foundations in Content Optimization: How to Optimize Your Content to Fuel Organic Traffic Growth
A highly tactical introduction to best practices in optimizing your owned content to drive sustainable (and converting) organic traffic. In this Master Class, we'll cover everything from identifying the right keywords to use to how to strategically apply them to your content strategy to generate ROI.
Key Takeaways:
- A breakdown of key content-related factors Google and other Search Engines use when ranking content.
- Understand the basics of keyword research and where to begin.
- Learn how to apply those keyword learnings to optimize your content strategy and owned assets to maximize their organic visibility.
- Learn what to measure to articulate ROI and feed back into your strategy.
Tools, Systems, & Websites to Grow a Profitable Business on Social Media - Ta...
You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
The Value of Featured Snippets (BrightonSEO 2023).pdfNiki Mosier
The document discusses featured snippets in Google search results. It begins by explaining what featured snippets are and their value for searchers. It then provides tips for developing a featured snippet strategy, including focusing keyword research on question keywords and optimizing content with headers, images, and schema markup. The document concludes by emphasizing the importance of keyword research and checking all SEO best practices to start winning featured snippets.
The document discusses the challenges of scaling great content. It states that while scaling basic content is easy, scaling high-quality content is difficult. It recommends systematizing, standardizing, and streamlining content production processes to help overcome these challenges. This includes outlining processes, reviewing drafts, editing, and publishing content according to standardized steps.
BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf🇺🇲 🇬🇧 Kara Thurkettle
1) What is "The Metaverse?"
2) What technologies are being used within The Metaverse?
3) How are these technologies transforming shopping behavior?
4) How are the technologies impacting search?
5) Why should search professionals care and how do we optimise for this?
6) What gives NFTs their value and how can we optimise them?
7) What types of experiences are industries creating with these technologies?
8) What the user concerns around "The Metaverse" and how cam we be more ethical?
A beginner's guide to machine learning for SEOs - WTSFest 2022LazarinaStoyanova
This is a guide for machine learning for beginners, tailored to the SEO industry, aimed at breaking down the challenges that hold us back from experimenting, the breakdown of machine learning's main characteristics to help us understand how to implement it a bit better, and the ways we can embed advanced technology into our daily practice.
How to go viral on a budget using Digital PR.pptxAlexHickson3
The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.
How to put together a search strategy for a new categoryAmir Jirbandey
The document discusses strategies for developing an effective search strategy for a new category. It recommends aligning messaging through customer interviews, quantifying results with research, researching competitors, creating cornerstone pages to pioneer key phrases, amplifying search with other channels like content marketing, and analyzing traffic to identify top performing keywords and scale with paid search. The goal is to own the new category term through search engine optimization and paid search experimentation.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
Giulia Panozzo | Neuroscience of Search | BrightonSEO April 2023GiuliaPanozzo1
The document discusses applying neuroscience concepts to search engine optimization. It begins with an overview of the presenter's background in neuroscience and cognitive psychology. The presentation then covers topics like capturing attention, cognitive biases, heuristics in decision making, social proof, and the role of emotions. The goal is to optimize websites for users by understanding how the brain processes information, makes judgments and decisions. The key takeaway is that an effective SEO strategy puts the user's experience and needs at the forefront.
The document discusses how Apps Script can be used to program spreadsheets and leverage JavaScript functions and APIs. It provides examples of parsing URLs, cleaning data, and custom functions. Apps Script allows integrating APIs to scrape search results, classify data using machine learning, and monitor website changes. Functions can make spreadsheets more powerful and automate tasks like notifying users. The document encourages learning JavaScript and Apps Script to unlock these capabilities within spreadsheets.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
The document discusses scaling SEO through a product-led approach. It describes how content production and performance analysis can be scaled using templates, natural language generation, and data aggregation/dashboards. Specific strategies discussed include scaling content production through AI-assisted templates reviewed by specialists, and scaling analytics through custom dashboards integrating internal and external data to surface hidden opportunities. The overall message is that many aspects of SEO can be scaled through automation and data-driven approaches while maintaining quality.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
This document introduces two statistical packages, Prophet and Causal Impact, that can help SEO recommendations get implemented by proving their value. Prophet uses an additive model to forecast performance based on past seasonal trends. Causal Impact infers the impact of interventions by comparing actual results to a synthetic control. The document provides an example of how these packages could be used to get signoff for an SEO proposal and then prove the value of changes after implementation. They help place SEO in a market context, quantify commercial ROI, and clearly show impact to gain developer buy-in for future work.
The document discusses how to get teams doing user experience (UX) work as part of digital marketing. It addresses common excuses for not doing UX and provides low-cost and quick solutions. The key recommendations are to create an informal UX team with advocates from different disciplines, ensure UX work is reliable by testing with real users, and consider international UX needs as cultures navigate sites differently.
The Quickest Win in SEO – How to do Internal Linking the Right WayMartin Hayman
This was a talk from BrightonSEO September 2021 and covers not only the importance of internal linking but also how to do it. It also covers a number of examples and additional tips.
Data Studio for SEOs: Reporting Automation Tips - Weekly SEO with Lazarina StoyLazarinaStoyanova
In this webinar, I will go through the benefits and limitations of Data Studio, tips and tricks for turning spreadsheets into cool reports, and share some hot dashboard templates
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
The document discusses optimizing product listing pages (PLPs) on ecommerce websites. It begins with the author describing their experience finding a website with little obvious "tech debt" issues to address. They then analyze which page templates drive the most revenue, finding PLPs account for 60% of organic revenue. The author breaks down PLPs into individual components and suggests prioritizing optimization of filters and internal linking. They argue for considering metrics beyond just search volume, like user behavior and conversion data, when deciding which page variants to focus on.
Improving Crawling and Indexing using Real-Time Log File InsightsSteven van Vessum
Interesting insights from log files are often kept within silos, not shared with content teams.
This prevent content teams from reaching their full potential.
Learn how they can improve crawling and indexing though leveraging insights from log file analysis, all in real-time.
When you do things right, people won’t be sure you’ve done anything at all. That’s SEO QA in a nutshell. The key to online life, love and success is: testing. Testing involves product, devs and SEOs. Tests: everyone wants them but time and accountability get in the way.
In this talk, Gianna Brachetti-Truskawa and Myriam Jessier go over how to automate, semi-automate and fake it till you make it QA testing methods that do not rely on developers and minimize inter-team frictions. They’ll also show basic tests everyone should carry out to save some anxiety.
They’ll also discuss the mysterious mysteries: everything that can go wrong and all of the things NO ONE EVER TELLS YOU.
PPC in a Multi-Channel Marketing Campaign by Sheila Dela PenaGlen Dimaandal
This document discusses using paid advertising as part of a multi-channel marketing campaign. It provides advice on leveraging different paid advertising strategies like retargeting, lookalike audiences, and integrating analytics data between platforms. The document also examines which marketing channels are most effective at different stages of the customer journey for small, medium, and large businesses. Key takeaways include focusing digital marketing strategies on business goals, understanding overall performance of activities, and using retargeting to get more conversions.
The document discusses ways to continue optimizing keywords after initial keyword research, including:
1) Analyzing site analytics like bounce rates to identify underperforming pages and keywords
2) Conducting competitive analysis of top competitors to find new keyword opportunities
3) Performing heuristic evaluations like talking to experts to gain insights beyond data
Discover Your Searchability Factor by SEO KingIMSeoKing.com
The document provides information about Eugene Macarius, who is described as a digital marketing strategist and SEO consultant. It lists his professional experiences, which include roles at Standard Chartered Bank and Catholic Church of Singapore, as well as implementing customer relationship and loyalty programs. It also notes that he manages 360 digital marketing campaigns for businesses, is a mentor for various programs, and is certified in search engine optimization. The document appears to be profiling Eugene Macarius and his background and qualifications in digital marketing.
10 Characteristics of a Kick-Ass Franchise Sales WebsiteRachael Wachstein
Learn how to improve your franchise sales website from a content and development perspective from the industry experts. Rachael Wachstein, VP of Content Marketing at Fishman PR and Andy Garner of Higher Visibility join forces to bring you this informative hour long webinar.
Contact Rachael at rwachstein@fishmanpr.com & Andy Garner at andy@highervisibility.com to learn more.
The document provides an overview of key considerations for refining a web strategy. It notes that most websites dramatically underperform given their importance in marketing. Several root causes are identified, including lack of web expertise and clear goals. The document emphasizes setting goals based on audience and strategy, and establishing best practices. It also stresses the importance of measurement and adjustment based on goals. Examples are provided for how to apply these principles in practice when redeveloping a website.
Whether you’ve moved in-house for the first time, or looking to pitch for a new client, the task of putting together an SEO strategy from scratch can be daunting. Where do you even begin? This talk covers the practicalities of focusing your efforts on what matters in order to produce a well-informed SEO strategy.
The document discusses search engine optimization (SEO) and how it involves optimizing websites to increase traffic from search engines. It explains that SEO considers how people search and how search engines work. The goal of optimization is to increase relevance for keywords and remove barriers to search engine indexing. It notes that search has become central to how people access information and that organizations need search traffic. With billions of searches performed monthly, SEO is key to success in the new digital economy.
- The document outlines an agenda for a digital marketing training covering attribution modeling, SEO considerations, and advanced paid media strategies.
- Attribution modeling is discussed as understanding the role different touchpoints play in the conversion process to create an effective marketing plan.
- An overview of important on-page and off-page SEO factors is provided, noting that 55-65% of ranking is based on content, links, and RankBrain signals.
- Advanced paid media strategies discussed going beyond keywords to target likely customers using interest, location, and behavioral data while maintaining user privacy.
10 Characteristics of a Kickass Franchise Sales WebsiteFishmanPR
Have you been wondering why your franchise sales website isn't helping you with lead generation? Rachael Wachstein, VP of Content Marketing at Fishman PR, and Andy Garner, Director of Business Development, share their expertise in content marketing and website development to explain how to do it right with your franchise sales site.
I Spy With My Little Eye - How to Determine KPIs and Drive Website EffectivenessBoston Interactive
This document discusses how to determine key performance indicators (KPIs) and drive website effectiveness. It recommends identifying business goals, strategizing how a website can achieve those goals, developing KPIs to measure goals, and validating results through analytics. An example is provided of a law firm that identified attorney contact submissions, publication downloads, and event registrations as KPIs to measure goals of thought leadership, leads, and event attendance. The document emphasizes measuring KPIs and validating results through website traffic analytics.
Slides from November 2017 webinar with Jason King. In this webinar, we take an overview of Google Analytics, a free tool that provides a wealth of data that you can use to evaluate your success online, and help you make decisions to improve the reach of your website. This webinar is for any non-profit worker with responsibility for their charity’s website.
How to Improve Your Website: The Role & Importance of SEO, Branding, Content,...Etela Ivkovic
This document summarizes a workshop for small and local businesses on improving their websites. The workshop was presented by DragonSearch, a full service digital marketing agency. It covered key topics like search engine optimization, branding, content creation, usability, and more. DragonSearch recommends businesses carefully define their brand, do industry research, build trust on their website, choose an effective domain name, optimize content and design for users, track website performance with analytics, and continually test and improve their digital marketing efforts. The goal is to drive more targeted traffic and increase conversions.
This document provides an agenda and overview for an online marketing workshop presented by Sam Shetty in April 2013. The workshop covers various topics related to online marketing including search engine optimization (SEO), Google Analytics, pay-per-click (PPC) advertising, social media marketing, mobile websites, and conversion rate optimization. It also discusses trends in online spending in Australia, the changing consumer purchase journey, and how to focus online marketing efforts on consumer needs and goals rather than just promoting the business.
This document provides an overview of data-driven SEO and outlines a three step process:
1) Investigation - Gather data on target demographics, buyer personas, keywords, competitors through tools like analytics and link profiles.
2) Interpretation - Analyze the data, identify areas for improvement, and create reports to develop strategies.
3) Implementation - Execute the strategies, measure results, and adapt strategies based on new data to continually improve performance.
The process emphasizes thorough research, testing, and adapting to new information to develop long-term, science-based SEO strategies.
The business plan outlines an open source eBusiness promotion service that analyzes websites and identifies problems to improve search engine rankings. It discusses analyzing competitors, developing keyword-rich content, link building, and determining an appropriate market strategy and business model. The financial plan, risks, roadmap, and team organization are also summarized. The open source model allows for easy scaling by marketing additional sites once an initial site is revenue positive.
The document provides a strategy guide for creating effective landing pages that turn click-throughs into breakthroughs. It introduces the R.E.A.D.Y methodology, which stands for Relevant, Engaging, Authoritative, Directional, and Yield Optimal - the five dimensions of great conversion-focused landing experiences. Each dimension is then defined and discussed in more detail, with questions provided to help evaluate existing pages and ideas against this framework. The goal is to create landing experiences that are optimized for visitor experience and success in driving conversions.
The document discusses how a company's website represents their business online and provides strategies for optimizing a website and online marketing efforts. It covers search engine optimization, paid search advertising, analytics, social media, and deciding whether to outsource or handle internet marketing in-house. The key is having a well-designed website that generates traffic and conversions through search engine marketing techniques and data analysis.
Similar to Building a Search Intent-Driven Website Architecture (SEO Mastery Summit 2022) - Lazarina Stoy (20)
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...LazarinaStoyanova
This talk is a walk-through of different ways you can incorporate machine learning in SEO tasks. It will involve a speed-run of different task categories/ aspects of SEO work, and the models that you can use for this purpose, and the results of a comparative analysis of how they perform.
Listeners will leave with (1) understanding of what are different ML models, and where to incorporate them in their day-to-day SEO work, (2) why and how to choose one solution over the other, (3) how to get started with the recommended ones (will be sharing videos/templates/walk-throughs)
This session focuses on:
The process of incorporating ML models and the aspects of SEO work when they can be incorporated (e.g. image captioning, generative work in content or meta elements, content localization, etc)
A summary of comparative analysis work I’ve done where I’m comparing the performance of different models for specific tasks in SEO, and providing a recommendation of which one to use for what task and why
Summary of steps and costs, plus templates/code to use
Who is this talk for?
Any SEO (agency), SEO manager (In-house), or site owner
Team Leads, looking to upskill their teams and processes to rely a bit more on automation
People interested in automation and ML/AI, and interested in going beyond chatGPT
Those interested in saving some time in their day-to-day tasks via automation
WTSFest 2023 - Data Storytelling, Lazarina Stoy. (3).pdfLazarinaStoyanova
Presentation for WTSFest 2023 on Data Storytelling by Lazarina Stoy.
This presentation will give you all the information you need to get started with data storytelling, including going into the elements of data storytelling, how to get started, and best practices.
Watch the video: https://www.youtube.com/watch?v=WkzYyKwPuYo
Read the blog posts:
1️⃣ Part I goes into Elements, skills, and components of action-provoking data stories. https://lazarinastoy.com/ultimate-guide-to-data-storytelling-for-marketing-and-data-consultants/
2️⃣ Part II goes through six practical ways to Implement Data Storytelling in your Consulting. There you'll find actionable examples, tips, and best practices for implementing data storytelling. https://lazarinastoy.com/six-practical-ways-to-implement-data-storytelling-in-your-consulting/
PubCon, Lazarina Stoy. - Machine Learning in Search: Google's ML APIs vs Open...LazarinaStoyanova
The document discusses Google's ML APIs versus OpenAI's APIs and their applications for SEO and digital marketing tasks. It provides examples of how natural language processing APIs from Google and OpenAI can be used for tasks like text analysis, sentiment analysis, document classification, translation and content transformation. While both Google and OpenAI APIs are useful, the document recommends choosing the right API for each specific task based on its capabilities and limitations in order to get the best results.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
Google conducts 800,000 experiments and improvements to search annually to optimize search results for users. In 2021 alone, Google made 5,000 improvements to search. As of August 2022, 92% of all search queries are handled by Google. The document then provides an in-depth overview of how to conduct a comprehensive search engine optimization (SEO) analysis, including competitor analysis, entity analysis, sentiment analysis, search intent analysis, language use analysis, and rank analysis. It recommends leveraging tools like Google APIs, Data for SEO, and GPT-3 to automate the analysis and provide classifications. The analysis is intended to guide content and keyword strategy execution rather than replace it.
MeasureFest 2021: Interactive Core Web Vitals In Data StudioLazarinaStoyanova
Learn how to overcome traditional challenges of Core Web Vitals static auditing through an interactive Data Studio report. The dashboard is a simple yet efficient approach, which enables tangible and actionable recommendations for all three metrics for a page-level, section-level, and site-level, making it suitable for large sites. The plug-and-play framework allows you to audit, communicate findings, and track progress, making stakeholder relations easier.
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
The continued disappearance of the third party cookie has both targeting and tracking implications for open-web advertising and marketing. We'll discuss where context, identity graphs and first party data are being used to substitute for third-party cookies. We'll also discuss where CTV and other newer media channels are maturing to allow for household or personal targeting.
Key Takeaways:
Learn how to effectively target prospects and consumers at various stages using a combinations of targeting types across channels.
CampusEdge offers a comprehensive suite of tools including financial management, human resources, student information, and more. It promotes streamlined processes and data integration.
Enhanced efficiency and productivity through automation, data centralization, and real-time insights. Improved decision-making based on accurate data and analytics.
Allows for seamless scalability to adapt to the changing needs of educational institutions. Enables consolidation of various functions into a single platform.
Initial planning and assessment of requirements. Configuration and customization of the software to fit the institution's unique structure and processes.
Comprehensive training programs for staff to ensure effective utilization. Phased deployment strategy to minimize disruptions.
Struggling to get high-quality backlinks? Our latest presentation reveals the strategies you need to succeed in 2024. Learn practical tips to boost your SEO and elevate your website’s authority. Click below to access the full presentation!
Full blog here - https://digitalmarketingphilippines.com/how-to-get-high-quality-backlinks-in-2024/
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
CIIM (Chandigarh Institute of Internet Marketing) – ISO:9001 Certified & Google Partner Digital Marketing institute in Chandigarh — was founded by Surjeet Thakur in the year 2010. We specialize in training aspirants in various digital marketing domains such as Google Ads, PPC, SEO, SMM, SEM, Video Marketing, Amazon Marketing etc.
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...VWO
Discover how Eric Siu’s agency, Single Grain, drove over 1 million new website visitors at a +59% higher conversion rate in 90 days by integrating innovative AI-driven strategies into their CRO and SEO practices, known as programmatic CRO (pCRO) and SEO (pSEO).
Imagine: At the click of a button, your landing pages dynamically adapt to feature content and elements specific to the keywords and products they are targeting. That’s the power of pCRO, transforming generic pages into highly personalized experiences. With pSEO, generate quality pages at scale that rank at the top of search results for relevant long-tail keywords, driving traffic that then converts.
Excited? In this session, Eric will guide you through how to implement these game-changing techniques for your own business, enhancing your digital strategy and maximizing your ROI.
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
Foundations in Content Optimization: How to Optimize Your Content to Fuel Organic Traffic Growth
A highly tactical introduction to best practices in optimizing your owned content to drive sustainable (and converting) organic traffic. In this Master Class, we'll cover everything from identifying the right keywords to use to how to strategically apply them to your content strategy to generate ROI.
Key Takeaways:
- A breakdown of key content-related factors Google and other Search Engines use when ranking content.
- Understand the basics of keyword research and where to begin.
- Learn how to apply those keyword learnings to optimize your content strategy and owned assets to maximize their organic visibility.
- Learn what to measure to articulate ROI and feed back into your strategy.
You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
5. lazarinastoy.com | @lazarinastoy
In this presentation, I will…
🔥 propose a continuous improvement planning approach for web
architecture
🔥 highlight the importance of goal-driven site architecture planning
🔥 highlight the relationship between site goals, user personas, and search
intent
🔥 demonstrate ways of considering search intent in both page planning
and structure planning
🔥 highlight the benefits of having an intent-driven website architecture
🔥 highlight different ways to troubleshoot for intent mismatch
🔥 recommend some further reading to get set you on a path of success
✨
11. lazarinastoy.com | @lazarinastoy
Users with informational search intent query
the web indicating an intent to locate a
particular information snippet, which can
help them satisfy an knowledge need they
are struggling with.
12. lazarinastoy.com | @lazarinastoy
Users with navigational search intent
demonstrate a desire to be taken to a
specific location of an organisation they
are already brand-aware of.
13. lazarinastoy.com | @lazarinastoy
Users with a transactional search intent
demonstrate a desire to obtain something
other than information, typically
performing a web-mediated transaction.
14. lazarinastoy.com | @lazarinastoy
ACCORDING TO ACADEMIC STUDIES...
75% of queries can be classified into a single category of user intent
25% of queries can be attributed to more than one search intent.
75
%
25
%
16. lazarinastoy.com | @lazarinastoy
The user with commercial intent wants to gain
more information to inform their comparative
evaluation of organisations they are already
brand-aware of, with the aim of better
informing their purchase
Commercial
Intent
Localised
Intent
Which intent type component do they
have?
2
Navigational
3 Transactional
1 Informational
The user with localised intent
indicates a desire to complete
a transaction physically, or an
effort to find a solution to a
recognised need that is close
in physical and geographical
proximity to them.
��
20. lazarinastoy.com | @lazarinastoy
Knowing this, we need to take a continuous
approach to website architecture planning,
which is aligned with intent, user personas,
and goals.
21. lazarinastoy.com | @lazarinastoy
What are the KPIs?
What are your key KPIs for the
website? What is its primary
purpose? How will you measure
the pages’ success? Organic visits?
Revenue? Leads generated?
What type of visitors are
needed to fulfill these goals?
What are the personas of these
users? Where do they get their
information from? What languages
and terminology can you use to
address them directly? What is
their behavioural path on the
website in the ideal scenario?
What is the intent of your visitors? What
do they come to see on the website?
What value does your website provide? How
are you going to persuade visitors to choose
your website and business over the millions
others on the web. Here we will discuss
competitive advantages, keyword intent
matching, and value-driven planning.
How can you evolve alongside the
search intent?
The user journey in reality is complex and
intent is evolving. Being wary of the
changes, benchmarking, and modifying the
architecture is key for success.
What do you want them to see?
Which pages are your money-makers?
Which bring the most traffic? Here we
discuss positioning, messaging,
optimisations, and internal linking
strategies and tactics for maximising
the impact of architecture.
05
01
02 03
04
25. lazarinastoy.com | @lazarinastoy
Organic Sessions, Clicks 📈 , combined with a low
📉 Bounce rate (and other engagement metric
modules 📈) = Intent Match
Intent match typically results in higher keyword
ranking positions 📈 overtime for the target
keywords.
26. lazarinastoy.com | @lazarinastoy
The target query characteristics of an intent match page
will signal the prominent intent it has matched.
➡Short-tail, high volume queries are typically
informational in nature and don’t engage users for long
➡Long-tail, low volume queries are more likely to align
with a higher engagement.
27. lazarinastoy.com | @lazarinastoy
Intent match for high-volume keywords will result in more
impressions📈, and respectively higher search metrics 📈
(Clicks, CTR, maybe even position).
However, high traffic for low intent keywords means a
lesser likelihood of conversions (goal completions) 📉
31. lazarinastoy.com | @lazarinastoy
The process will also highlight the
inevitable:
Your website will likely target different
personas to satisfy vastly different
goals.
33. lazarinastoy.com | @lazarinastoy
Commercial intent, single visit no goal completion
While this user puts you into consideration, they are likely in the same
category with the least ideal visitor. This is a purchase that was
uncaptured, yet the intent was present.
Your Star✨
Commercial or Transactional (otherwise high) intent
visitor, single visit with a goal completion
Whether your revenue-driving metric is
web-mediated sales, sign-ups, or even
newsletter registrations, this is your golden
star - high intent and highly engaged
visitors.
Your least
ideal visitor
Informational intent, one-time visitor
These are likely your least desired visitors. They can be
bouncers, pogo-sticking, or simply information-driven.
Some might not even notice the brand name or service.
Informational intent, repeated visitor with interactions
As someone starts returning to the website (either
via search or otherwise), they start building brand
awareness. This now increases the likelihood of
navigational or commercial intent, related to your
brand.
📈 New Users
📈 Clicks
📉 Goal completions
📈 Bounce Rate
📈 Sessions
📈 Clicks
📉 Goal completions / Interactions
🚀 Engagement Metrics
📉 Sessions
📉 Clicks
📈 Interactions
📉 Bounce Rate
📉 Sessions
📉 Clicks
🚀 Money-making interactions
📉 Bounce Rate
34. lazarinastoy.com | @lazarinastoy
Placing user personas on an intent
spectrum, tied to goals and KPIs will
change the way you see keyword
research and link building.
35. lazarinastoy.com | @lazarinastoy
Or, otherwise, it will streamline your
perception of both on-page and
off-page optimisations needed to
reach your goals.
39. lazarinastoy.com | @lazarinastoy
SERP analysis is a crucial step in
determining your search
competitors, their unique
advantages and limitations, and
the market gap.
40. lazarinastoy.com | @lazarinastoy
SERP analysis is a crucial step in
determining your search
competitors, their unique
advantages and limitations, and
the market gap.
41. lazarinastoy.com | @lazarinastoy
Google has the advantage of
scale (in search patterns) and
hindsight. This enables a great
deal of reinforcement learning
and prediction of search patterns
and user intent.
42. lazarinastoy.com | @lazarinastoy
Google strives to satisfy user
queries with the most relevant
content as quickly as possible.
Meaning that result pages are full
of content reflecting what most of
the searchers making a query will
be looking for.
44. lazarinastoy.com | @lazarinastoy
While in pages with mixed intent or
uncertain intent, Google has
introduced a variety of rich results
alternatives, which can serve as
indicators of the potential intent
distribution.
50. lazarinastoy.com | @lazarinastoy
Understand why the content in the
top three ranks as it does - what
are your competitors’ unique
characteristics that help them
match the user intent?
51. lazarinastoy.com | @lazarinastoy
💡 Break down these pages and
content characteristics into
components, e.g. title structure,
page structure, on-page
elements, schema
implementation, backlinks, internal
linking…
52. lazarinastoy.com | @lazarinastoy
Tie the insights of this research with
your goals and user personas.
Which elements help achieve
what you strive for?
54. lazarinastoy.com | @lazarinastoy 54
Resource Pages → Informational
Intent
Company Pages → Navigational
Intent
Product Pages → Transactional
Intent
Resources
Blog posts
Guides
Listicles
Product Pages
Solution Pages
What we do /
Services
Portfolio
Company Values, Aims,
and Philosophy pages
Careers Page
Our Culture Page
About us / Our Approach
People / Team Page
Author / Contributor Pages
Homepage
Request a quote / Contact
Form
Competitor
Comparisons
White Papers
Case Studies
Generally speaking…
56. lazarinastoy.com | @lazarinastoy
Resource pages…
● aim to increase organic traffic
via serving an informational
search intent
● sometimes serve more than one
intent
● can be optimised to support
other goals (e.g. CRO initiatives)
57. lazarinastoy.com | @lazarinastoy
Company pages…
● assist with employer branding
● satisfy navigational searches
● help establish the credibility of
the business
58. lazarinastoy.com | @lazarinastoy
Product pages…
● are likely the money-makers ✨
● can be product listings, solution pages,
features deep-dives, tech
specifications, pricing pages,
depending on the type of business
● highly competitive, high value
● the place where visitors convert
59. lazarinastoy.com | @lazarinastoy
Search engines usually have a way of
categorising transactional searches from
non-transactional searches and adjusting
the results accordingly.
60. lazarinastoy.com | @lazarinastoy
In practice, this means that your
transactional pages will receive fewer
placements in search results, which
corresponds with the funnel and the
nicheness of these type of searches.
62. lazarinastoy.com | @lazarinastoy
After understanding your market, search
patterns, and personas, and building
your pages accordingly, you will
implement architecture elements that
bridge the gap between what users want
and what the business needs.
63. lazarinastoy.com | @lazarinastoy
Here are some of my favourite tactics to
help you streamline the website
architecture from the get-go and enable
better page discoverability.
65. lazarinastoy.com | @lazarinastoy
💡 For advanced performance, match
the intent-type of the page, where the
CTA is placed with the message on the
CTA box and the action you require from
the user.
67. lazarinastoy.com | @lazarinastoy
Mega Menus
● enhance BoFu User
Navigation
● Highlight money
pages
● Highlight benefits,
use cases, and USPs
● Persona-driven
components
68. lazarinastoy.com | @lazarinastoy
💡 Beware: Mega Menus
● on mobile can be tricky
to replicate successfully
● can hinder page equity
of linked pages, when
improperly organised or
cluttered
76. lazarinastoy.com | @lazarinastoy
Save
resources.
Internal linking is important in the
sense that it prevents visitors from
‘pogosticking’ or otherwise – going
back to Google with their additional
questions and it prevents Google
from having to re-rank the million
websites it has again, based on the
new input.
77. lazarinastoy.com | @lazarinastoy
Provide new
perspectives.
Search intent enrichment is what I
like to refer to the practice of guiding
the user from one search intent to
the other. For instance, from
problem-aware, to solution-aware,
to brand-aware, and finally to
purchase-ready, all without them
having to leave the website.
78. lazarinastoy.com | @lazarinastoy
The aim of the website structure is to facilitate intent
shifts to the highest extent, without burdening users
with having to go through a search once again. Or
otherwise – to guide the user from one search intent to
the next closest one down the funnel in a seamless,
smooth, and organic manner.
79. lazarinastoy.com | @lazarinastoy
Case Studies to
Service & Contact
Provide links to
facilitate the move
from commercial to
transactional and
localised search intent.
Resource to Branded &
Case Studies
Provide links to facilitate
the move from
informational to
navigational search
intent and commercial
search intent.
Case Studies, white papers, and
branded to Services and Contact
Provide links to facilitate the move
from commercial and navigational
intent to transactional and
localised search intent
81. lazarinastoy.com | @lazarinastoy
Don’t assume users start on the homepage
Don’t assume everything is equally important
Don’t use carousels
Don’t overdo the above-the-fold content
Don’t overdo the footer.
Don’t neglect to update your site
R/T: @al_zarz / @OnelyCom
83. lazarinastoy.com | @lazarinastoy
In reality the user journey is much more complex
and rarely as straightforward.
💡 This is where data comes in to assist you to
analyse how users interact with your site, or even
in your industry and niche behave, using a variety
of available data touchpoints.
84. lazarinastoy.com | @lazarinastoy
Ensure the technical SEO hygiene of the site is good
Ensure content alignment with intent, personas, and goals
Prune underperforming content for topical authority
Analyse user behaviour and performance (also MCF).
Identify and address drop-off points relative to personas
Identify restructuring opportunities and pain points via
user searches
85. lazarinastoy.com | @lazarinastoy
Incorporating search intent in
the process of planning and link
structure is so important and
beneficial
…
and hopefully I’ve
demonstrated the WHYs and
HOW-TOs of ensuring it is
achieved.
86. lazarinastoy.com | @lazarinastoy
This can not only assist for a pleasant journey throughout the site (UX),
personalised based on the visitors’ previous experience with a given
topic, and their content expectations, but also signal to crawlers
about the links, authoritativeness, and trustworthiness of the site.
92. lazarinastoy.com | @lazarinastoy
If you need a re-cap of the talk
or prefer a written format,
check-out the write-up on my
website 🚀
https://lazarinastoy.com/buil
ding-a-search-intent-driven
-website-architecture/