Search Engine Optimization
The strategy of driving your website into relevant searches your customers are making to increase visibility, page traffic and lead potential on mobile phones and tablets. Search engine optimization is often about making small changes to parts of your website in order to affect the visibility of your website in a search engine’s organic or unpaid search results. Making sure your website is optimized around keywords and is providing informative content is crucial to pulling in valuable traffic and eventually, applicants.
Types of SEO
We understand mobile and tablet and will improve your reach and relevance within Google + Local so you can be found when people are on the go.
With the growth of mobile technology, more people are searching for businesses in their area than ever before. There is significant evidence that mobile searches are driven by location, and that mobile searches lead to almost instant action. Users often use their phones to look for restaurants or shops in their immediate area to make a specific purchase. By this point they have already completed most of the buyer’s journey and they are looking for a retailer with whom to make a purchase.
This type of search traffic has huge implications for your organization’s website. You want to maximize your Local SEO to appear at the top of search results for people in your area.
At Cayseas, this is done by placing your business’ name, address and phone number in a variety of directories like Yelp and YP.com where people often search for local businesses. This also helps establish your business as a trustworthy and pro-customer service company. Next, we will use aggregators to distribute your data to popular social media sites like Pinterest where you can tag your location easily or people can check in. Then we will identify industry specific directories where we can submit your site for easy searching.
The goal of any Local SEO effort is to provide users with contact information to easily reach your business. Even if they are not searching using Google or another popular search engine, they will still be able to find you on one of these prominent sites based on your information and proximity to their location. Cayseas can show you how.
We provide SEO and schema-focused “on-page” optimization of your organic presence to drive clicks to your sites and visitors to your physical locations.
Most brands have the basics like Facebook, Twitter, and Instagram but there are a ton of other social networks with high domain authority. Establishing profiles on these networks helps to solidify our clients as a legitimate brand on the web.
These are a content distribution play. We syndicate the blog posts we produce to sites like Digg and Delicious to potentially get more eyeballs on our content. These sites also provide high DA backlinks.
Premium Niche & Geo Citations
Highly targeted and high-quality directory listings.
Links within the body of the content on our Publication network. These links will be used very sparingly throughout the course of the campaign (maybe once per quarter). We have a strict policy that the relevancy HAS to be there in order for a link to be placed.
Links from external sources such as blogs. Sometimes we will create content in the form of Guest Posts to be published on another webmaster’s blog which will contain a link back to the client’s website. Other times we will identify existing content on a website where a link will simply be placed within the post.
In today’s world, everyone has a computer at their fingertips – their mobile phone. Research shows that four out of five consumers use their mobile phones for shopping, and that mobile searches lead to action nine out of ten times. Google and other search engines now include mobile users in their search results, so it is crucial that your company is represented in mobile search (local SEO).
ComScore did a recent study showing that mobile searches are location-based more than 60% of the time and that mobile users want to make a purchase less than an hour from the time they complete their search.
Various States of SEO
Get More Candidates | Receive More Applications | Rank Higher in Searches
The number one strategy for businesses to make a name for themselves on the web is through the use of continuous search engine optimization. Google has devised an algorithm that changes over time, taking into account the quality of content on your page, your site speed, the quality of links to and from your page and more.
This algorithm is designed to help the most authoritative and informative sites rise to the top of Google’s rankings, and those of other search engines, where consumers will receive the greatest value for their search efforts.
Organic SEO is one of the best ways to build authority over time and increase your rankings, while making the most of your marketing dollars. Search engine optimization is a long-term strategy that requires diligence and commitment, but will continue to earn returns as effort is applied to it. Once your page is well-established, users will be able to search your library of information in perpetuity, meaning even older content will continue to draw in new visitors.
Organic SEO also makes the most of modern research and analytics programs. Thus, as trends in your industry change, your SEO strategy will change as well.
Cayseas can help you stay ahead of shifting keywords and the latest advancements made in your industry. Your site will evolve to meet users at every step of their journey and provide them with valuable information about your organization. We also use a variety of hidden on/off-page SEO tools to enhance search results and ensure the best possible blend of optimization available.
Optimizing your website’s architecture, headers, meta data, and more will structure your site properly for Google’s crawling bots.
Strategizing with guest blogs, backlinking, social seeding, and outreach will give your website the votes it needs to gain the domain authority you want.
What is the Strategy?
Google loves brands so you’ll see more of an emphasis on Social Profiles, Niche & Geo Directories, and Web 2.0’s to help establish brand authority.
Diversification will typically come in the form of guest posts on niche-relevant and geo-relevant blogs and websites.
Content syndication will be accomplished by publishing the content we create to social bookmarking sites like Digg, Delicious, Reddit and more.
Why does the Algorithm Change?
Increase Awareness • Drive More Leads • Sell More Stuff
Our SEO team is comprised of versatile digital marketing experts that are Google Analytics certified. We have your back on the digital frontier. We’re not just your SEO company, we’re your co-collaborators and partners for web success.
Doing It Right
Research & Analysis
Measure & Improve
What is included in an Organic SEO package?
- Dedicated SEO Specialists
- Custom Strategy
- On-Page Optimizations
- Targeted Keyword Research
- Analytics Integration
- Lead Generation and Call Tracking
- Link Acquisition
- Content Marketing
- Google Penalty Recovery
- Robust Reporting
What are backlinks and how do they help my site?
Why is additional content important for my site?
Why can’t I find my website?
How many keywords are good to rank for?
Top Tier Citations
What Do You Get with a Local SEO Campaign?
- Optimized Google My Business Listing
- Enhanced Citations on Top Tier sites
- Manually created Niche & Geo citations
- Automatic syndication to data aggregators
- Fix errors and remove duplicate listings
- SEO for Google My Business page
- Social reputation audit
- Monitoring & alerts for online reviews
- Contextual relevant backlinks
- Detailed reporting including benchmark and monthly
What are citations and how do they help my GMB page?
Why can’t I see what keywords my GMB page is ranking for?
How do I show up for all my service areas?
How do I get in the top 3 listings for local searches?
Periodic Table of SEO
How Long Does SEO Take To Start Working?
As the owner of a full service marketing agency that includes digital marketing as a part of it’s core, perhaps there is no question I get asked more than “How long will it take me to get ranked #1 for my keywords?” The answer isn’t so simple, because the question itself is misguided (no offense). The question is born from an understanding of SEO that was once the reality but no longer is.
New SEO vs Old SEO
Once upon a time the strategy was to identify those keywords that were the most relevant to your business, got the most traffic, and weren’t very competitive. It used to be you would figure out 5-10 keywords that were your “golden keywords” and would bring in the majority of your traffic. When someone comes to us and says “I need to be #1 for such and such keyword,” we know they’re stuck in that paradigm. That keyword strategy is wrong, because with rarer and rarer exceptions, there is no one keyword, and no small group of keywords, that is going to drive a lot of traffic to your website–at least not compared to what you can get from the long tail of search. The bottom line is that if you’re focusing on a small group of generic keywords, you’re probably not being found by most of the people who are searching for you.
SEO today is increasingly driven by natural language search, that is, people doing searches that are more like normal questions than two or three keywords. This is happening because people are using tools like Siri and Google Now to speak their searches, rather than typing them in. And because people are including more detail in their typed searches as they seek to find what they’re looking for faster. These keywords are much easier to rank for, because they’re not as competitive. They are much more relevant because they include more detail, and therefore traffic from these keywords converts at a higher rate. And in aggregate, the number of searches in the long tail often adds up to many more searches than you would get from your “golden keywords.” Therefore the objective, when it comes to rankings, is not to rank for a few top keywords that remain the same over time, but to focus on a much larger number of natural language searches that is growing and changing rapidly.
Rankings Don’t Matter As Much As You Think They Do
Rankings matter. But they’re not the metric you should be focusing on. If, by asking “How long does SEO take to start working?” you mean “How long will it be before I get top rankings?” then you’re mistaking outputs for outcomes, as Seer Interactive founder Wil Reynolds is fond of saying. Getting rankings is an output SEO firms can easily sell because they’re emotionally satisfying, but they’re worthless unless they generate leads or sales–the outcome you want. That’s why you should only hire SEO firms or SEO professionals who focus on outcomes, rather than outputs.
The Question You Should Be Asking
Now that you know how SEO has changed and that you want leads and sales from your SEO firm rather than just rankings, the question you should be asking is “How long will it take for SEO to start generating leads and sales?”
How Long It Takes For SEO To Start Working
Now we’re ready to answer the right question. And the answer is…it depends. Frustrating, isn’t it? But it’s the truth. What does it depend on? It depends on how long your website has been around, how much SEO has been done on it previously, what shape the website is in, how much content is on it, its link profile, and many other SEO factors (see infographic below). No two websites are starting from the same place, even if they’re in the same industry and competing for the same customers. However, here is a plausible scenario for what your SEO efforts might look like during the initial months, and the results you might expect.
- Month 1 – Research and discovery, website audit, keyword strategy, and planning. If research and discovery can be done quickly, then technical changes may start being made to the website within the first month. In other cases a thorough research and discovery phase can last more than one month.
- Month 2 – Begin technical SEO work, that is, making modification to the website based on site audit results. In some cases the website needs to be overhauled, and this of itself can take months. Other SEO activities such as working on the link profile and building content can be done at the same time the overhaul is happening. If you find yourself in this overhaul situation, you’ll be doing “SEO” but you still won’t be seeing any results at all, since the changes being made will only start to have an impact once they’re finished.
- Month 3 – Start focusing on content creation. Blogging, FAQs, whitepapers, articles, expanded product and company information, etc. Ideally you would have started on this right after the strategy and planning, but often budgets restrict what can be done at once, and so a technical overhaul needs to come first. This being the case, you might start seeing some improvements in rankings by the end of this month. If those rankings are translating into leads or sales then even better, but you wouldn’t necessarily expect them yet.
- Month 4 – Continued content creation, technical optimization of the website, and development of a healthy link profile (which may include cleaning up low quality links). By this month you could expect to see a marked increase in rankings, traffic, and lead generation. It won’t be anywhere close to the improvements you should 12 months into your SEO efforts, but it should be significant enough that you know SEO is working.
- Month 5 – By this month or perhaps earlier in the process you may have started incorporating social media management into your plan to amplify your content and increase direct traffic to your website. This can lead to a healthy, natural link profile, and of course generate leads in and of itself. You would continue with content creation and perhaps engage in some PR or media outreach. You should be seeing more and more traffic coming in from SEO at this point, and your leads should be growing as a result.
- Month 6 – If your traffic has reached 5,000 visitors per month or more by this point, you could benefit from adding conversion rate optimization to your efforts to improve how the traffic you’re receiving converts into leads and/or sales. From this point on, your activities may be consistently focused on content creation and promoting that content, or you may be doing things that are more creative. The specific activities can vary greatly depending on what type of company you are and what kind of website you have.
Many SEO firms will tell you that it takes 4 to 6 months to start seeing results. That’s generally accurate, but bear in mind this is when you start seeing results, and SEO results grow over time. Whatever results you’re getting at 6 months should be considerably less than what you’re getting at 12 months. At some point, you may see your results taper off, and then it may be a matter of maintaining results rather than growing them.
Don’t Stop Too Soon
Many companies underestimate how much time and money it takes to be successful with SEO. Success by any standard rarely comes within the first 3 months, even with a healthy SEO budget. I’ve seen companies get started the right way, but quit after 2 to 3 months and say “We just weren’t getting the results we needed to justify the cost.” This tells me they went into the exercise with unrealistic expectations. If you can’t budget for 6 to 12 months of SEO, you might be better off putting that budget somewhere else. Paying for just a few months of SEO is, in many cases, no better than throwing your money away. SEO is a long term marketing tactic, and shouldn’t be seen as a way to generate sales quickly. However, if you make the proper investment, and plan on being in it for the long haul, SEO is a marketing tactic with one of the best ROIs out there.
What is Search Behavior and How Can it Help your SEO?
Don’t Confuse Keyword Research with Search Behavior
Knowing the words users type into search bars is an important way to attract an audience. Making sense of broader search behavior gives you great insights to keep them around. It gives marketers another layer of actionable data for drawing real conclusions.
Knowing how users find websites, and which sites they decide to click on from search engine results pages (SERPs), goes beyond keywords. Think about how searchers behave after they’ve already typed in their key terms, and start reviewing what search engines serve them:
- Age and Gender Matter: Some studies say that older searchers visit the second page of search engine results pages in greater frequency than younger searchers. Men also tend to view second-page results more often than women. Each demographic has different needs and goals when searching. If you’re targeting older men, your first-page rankings are less critical for click-through and engagement, whereas they’re more important when going after young women. As usual with “findings,” try it for yourself with testing on your own site, but set a hypothesis up front based on your sites’ demographics.
- Looking to Get Answers: Searchers looking for quick answers to questions may view SERPs differently than those looking to do deep research into a topic. Those who want a quick answer for Sunday’s NFL game schedule may only go to Google’s Knowledge Graph to get their information, but someone doing product research to find the best queen-sized bed may go through multiple pages of search results. For quick scanners, anything below their screen’s fold has significantly reduced click-through rates.
- Ads or Organic Results: Users clicking on ad’s search results tend to have different goals than those browsing the organic or local listings. Visitors landing on pay-per-click ads are usually looking to engage a business in a service: buy clothes, hire an attorney, get a free auto insurance quote, etc. Users who don’t want a sales pitch tend to avoid them, though recent data shows that there’s still some confusion about ads. About one-third of searchers still can’t tell Google AdWords ads apart from organic results.
That’s where we start, but measuring search behavior isn’t over when users click on results.
Know What Pages Rank for Key Terms
Tracking keyword ranking for your website’s landing pages is more actionable than you might think. This goes far beyond just tracking and reporting. Paying attention to the keywords your content ranks for is vital to convert more visitors into leads and grow business revenue. You’ll know what landing pages visitors may enter your site from, as well as the context they’re expecting based on what they searched. That helps you consider the first impression they’re most likely to get when they view the content. Without this information, you can’t begin to understand how users might behave on your domain.
Track certain pages individually
Not all pages on your site have content that’s geared to conversion or giving visitors compelling information to choose your business. How searchers behave on your ‘About Us’ page is different from how they act when looking through your products pages or practice areas. Know what keywords popular pages rank for and track that metric over time against monthly search traffic flowing into them. That data helps you understand why visitors seek out your site.
Search Behavior on Your Website
Visitors entering your website don’t have much patience for a scavenger hunt. They need to be able to make sense of the page and know what to do next. Does your site have header navigation that makes it easy to find product categories? Can visitors get back to the homepage with a single button click? If visitors don’t know where they are, or what to do next, they won’t trust your site and may bounce away without engaging with its content. Descriptive page titles, breadcrumb navigation, and searcher friendly URLs are all methods of providing vivid clues about location on your site.
Don’t Lose Money: Bad searcher experience on your site can hurt revenue and your site’s potential search rankings. Google gives weight to user signals like bounce and click-through rates from SERPs, so don’t wait to correct these issues.
User Experience Influences Behavior
User experience, or UX, refers to how visitors feel about your site, including their attitudes and emotions when searching through its web pages. How easy is it for visitors to find what they want, and do they have a good time doing it? That’s user experience. UX changes by device type and, more importantly, screen size.
As mobile devices advance beyond smartphones and tablets, there’s less of a need to think about them as separate channels. Users now expect the same seamless experience no matter what screen size they choose for engaging with your site and its content. If your website isn’t responsive across all screen sizes, you may see changes in your performance metrics.
Behavior Flow and Bounce Rates: Notice high bounce rates on your landing pages? Your site may not give them the content searchers want in a way that’s easy to reach — that’s bad UX. Check Behavior Flow in Google Analytics, looking for pages with high drop-off rates.
Leverage Search Behavior for Conversion
When you know the overall visitor demographics of searchers hitting your pages, and the content they view most often, you can shape UX to serve up their preferred content faster. Make it easier for them to associate that content with your brand. Serve popular content above the fold, so more visitors can see it. Add popular content pages to your top-level navigation to make it easier for users to find them without having to comb through category pages or a sea of blog posts.
The net gain from paying attention to searcher behavior here is greater opportunity for conversion. Customers will take the positive emotions they experience while using your website and infuse them into your brand. Basically, your business is competent in searchers’ minds because the website functions well, serves clear content, and doesn’t confuse them.
Search behavior is always evolving. Watch your rankings to figure out where your site is already gaining traction, and make any adjustments to super-serve that audience you’re already getting.
How do I Claim my Google Business Page and Why?
How to Claim Your Google+ Business Page, and Why You Should Do So
Google+ is out there and, like holiday dinners with the in-laws, you can choose not to participate at your own peril. The good news, however, is that Google has made it very easy for you and your business to jump on board. “How easy?” you may ask? Well, there is a good chance that there is already a page out there for your business on Google+. You just need to claim it!
Locating Your Google+ Business Page
The burning question is this: how do you find your unclaimed business page on Google? It’s an excellent question! Here’s how to find your business page on Google+:
- Type your business name, city, state and the words “google plus” into Google Search
- If your Google+ business page exists, a URL that resembles this one should appear: https://plus.google.com/1162xxxxxxxxxxxxxxx
- If a Google+ page doesn’t exist yet for your business, easily create one by visiting Google+ for Business
Now that you’ve found your business page, you probably want to claim it:
- Click the ‘Manage this page’ button
- Verify your right to claim the page
- Edit the page’s information and, like a personal Google+ account, share content and create circles
Why Claim Your Google+ Business Page
If your business page is already out there on Google+, why should you even bother to claim it?
Well, there are many benefits of claiming your page. But first, let’s look at what claiming your Google+ business page won’t do:
- It will not affect the search engine ranking of your company’s main website (not automatically anyway, but you can optimize your Google+ page to do this; see how below)
- It will not turn your reviewers into followers (you will still need to build your page’s Google+ community from scratch)
In spite of these conditions, claiming and updating your Google+ business page will give you more control over how your business is presented in Google’s search results.
As you can see, the biggest differences between the claimed and unclaimed business pages is that the claimed page contains more accurate maps, venue pictures, an up-to-date link to the restaurant’s menu and a prominent star rating. These differences are not major, but they are important. This is because when people visit your Google+ business page, you only have a few seconds to capture their attention. Even if your target audience never clicks through to your actual Google+ business page, it will see a richer presentation of your business on the main Google search results page when you’ve claimed the page. This offers subtle reinforcement that your business is reputable and authentic.
Also notice how your business’ contact information is presented. It is very important that your information here is accurate and complete. Here’s one big reason why: 70% of people who search for a business on their mobile device call that business via the phone number that appears in the search results, according to Search Engine Watch. So if your Google+ page contains a phone number, it’s going to show up in Google’s search engine results page (SERP).
And just in case people do click through and visit your business’ Google+ page, make sure the page is populated with diverse, interesting content. Connect with your audience and reshare useful information so that people are encouraged to +1 your content. This will raise your authority within Google and will help push your brand higher in search results, especially in local searches.
Google+ Business Pages and What They Mean for SEO
No conversation about Google+ business pages would be complete without discussing SEO, Google Places and Google+ Local. Basically, Google wants to become the Yellow Pages of the internet, and it wants your help in doing this. When you update your Google+ business page, Google wins by providing users accurate, complete, verified information on your business, and you win by having your business’ information readily available to potential customers.
While claiming your company’s Google+ page will not directly optimize your business website for Google search, it will absolutely optimize the information on your Google+ business page to appear in relevant search results. For example, you can fill the About section of your business page with keywords and use them as anchor text that link back to your company’s main website. You can also share your own links via your company’s Google+ page and, when these links get are +1’d and shared, SEO value will increase.
For many business owners, Google+ is a new territory that they hesitate to get involved with. Like any social media channel, Google+ has its own best practices and there is an art to working the network to your advantage. Using your company’s Google+ page the right way will help your SEO efforts. It is not a good thing to have that empty slate out there on Google+, populated solely by second hand information. So go ahead, claim your Google+ page and put your business’ best impression out there!
Follow Links Vs. No Follow Links: Should You Care?
Follow Links Vs. NoFollow Links: Should You Care?
Those new to SEO might be wondering what all the hullabaloo is about follow links vs. nofollow links. Confused? Not to worry, we’re going to clear it all up.
What is a Follow Link?
To really understand what is going on with follow vs. no follow links, we need to provide a bit of background about how most links work in the realm of SEO. When a site page gets an inbound link, which is a hyperlink pointing to that page, the page gets a small SEO boost. Think of a link as a point, and the more links you have, the more points. More Points = Winning, like Charlie Sheen.
Google takes note of these points, watching how many inbound links a page has and from what sites. Google figures, hey, if a lot of people are linking to a certain page, it must be a really good page! Let’s give preference in our search engines to that page over others of a similar topic so we can easily deliver the very best pages to our search engine users.
Google created a metric called PageRank to calculate the link points. Many SEO folks refer to link points as “link juice.” The link juice flows through sites and into new sites through hyperlinks. The more reputable the site, the bigger boost of link juice the linked-to site gets. Getting a link from the New York Times or BBC is pure gold!
Now we can define a follow link – Follow links are links that count as points, pushing SEO link juice and boosting the pagerank of the linked-to sites, helping them go higher in the SERPs as a result.
What is a NoFollow Link?
A nofollow link is a link that does not count as a point in the page’s favor, does not boost PageRank, and doesn’t help a page’s placement in the SERPs. No follow links get no love. Theirs is a sad and lonely life.
A nofollow link is created with the nofollow link HTML tag, which looks like this:
The nofollow tag is basically a notice sign for search engines saying “don’t count this.”
Isn’t that just mean and terrible? Why would anyone do such a thing? There’s a reason for the nofollow attribute, and boy is it a good one!
A World Without NoFollow = Spamalot
As we discussed earlier, the natural do follow form of links is used by Google to measure PageRank. More links means more link juice, which results in higher ranking website pages. In its unadulterated state, PageRank exists to see what pages are the most popular (and therefore, likely the best quality pages), and deliver those top pages to searchers.
Well, ours is an imperfect world, and, as you might have heard, some self-proclaimed SEO “experts” scheme to trick search engines and inflate their rankings using black-hat, unethical methods, and in the times before the nofollow attribute, link-building was an easy way to artificially boost page rankings.
Once PageRank was discovered by SEO black-hats, all hell broke loose! Suddenly it was all about the links for SEO. More inbound links meant better PageRank, and SEOs were determined to get as many links possible, even if it meant spamming everyone on the web to get them. Blog comments were a joke, riddled with self-promotional nonsense and linking gibberish.
Wikipedia got messy too, as people tried to add their own sites as references on hundreds of Wikipedia pages all in the name of the coveted link juice.
The blogging community was worried – these spammers were destroying any chance at fostering real community and authentic discussion on blogs. In 2005, Google, the self-styled web police, stepped in. Google’s Matt Cutts and Jason Shellen of Blogger stepped in to introduce the nofollow attribute.
NoFollow: The Tag the Internet Needs, But Not the One it Deserves
The necessity of the nofollow tag highlights the crooked and spammy mentality commonly associated with SEO, but there’s no denying we couldn’t get by without it.
The no follow link tag has done a lot of good for the online world – most SEO spammers won’t bother posting irrelevant links to blogs or forum posts if they know they won’t get to publish a follow link. WordPress automatically assigns the no follow link attribute to all user-submitted links, and Wikipedia does the same for its reference section.
While blog comment spam still happens, no follow definitely dampened it.
As a webmaster, you might find yourself wondering when to use the no follow attribute and when to allow for do follow links. No follow links primarily belong in:
- Paid links (it wouldn’t be fair to buy link juice, now would it?)
- Anything involving what Google calls “untrusted content”
Some webmaster may disable the nofollow attribute as a reward for blog commenters who are contributing to the blogging community or online discussion, but that’s up to individual discretion.
So I Just Shouldn’t Bother With No Follow Links, Right?
Absolutely not! Just because they don’t provide SEO link value doesn’t mean no follow links are worthless. Nofollow links still provide valuable referral traffic.
A well-placed blog comment or a relevant forum post, no follow or not, can send a huge amount of traffic to your site, which then can funnel down to leads and conversions!
Besides, search engines today are looking at a lot of factors outside of link juice and PageRank. Social signals like those from Twitter and Facebook are increasingly valuable, despite being no follow. The key is to build your brand – don’t think of what links are good for SEO, but instead think what links are good for your business, your brand, and what links can help establish you as an industry authority. Remember that links, no follow or not, build trust.
It’s also still worth pursuing Wikipedia links when appropriate. Wikipedia is very picky about their references, so you’ll have to provide very niche, unique content, but if you can get a link it can bring about some pretty cool results – including other do follow links.
Gianluca Fiorelli of IloveSEO notes that once, when doing competitive research about sites related to traveling to Patagonia, he found that the site that was ranking in first place on Google had a Wikipedia link. He says:
“I dug into that link and discovered that it was to a post about the Welsh immigration in Patagonia present in that site’s blog. Is that link sending traffic to the site? Probably not at all, but it was noticed by someone in the BBC website, who finally linked to that same post citing Wikipedia. Boom, now that travel site not only has one link from Wikipedia, but it has also an important backlink from another trusted seed: the BBC.”
Wikipedia links, despite being nofollow, can still drive traffic and might earn you some platinum do follow links down the line.
How to See if a Link is Follow or NoFollow
How do you decipher between follow links vs. nofollow links?
In Chrome, go to the navigation bar and click View>Developer>View Source. Alternatively you can just right-click on a page and hit Inspect Element. For Firefox, do Right-Click>View Page Source.
From there, do an Edit>Find and search for “nofollow” in the search box. All instances of the nofollow tag will be highlighted.
For the SEO pros who want to keep careful and easy track of no follow links, there are many extensions available to download for Chrome and Firefox that automatically highlight nofollow or do follow links on the pages you visit.
A few for Firefox are:
- SEO Quake: http://www.seoquake.com/
- Nodofollow: https://addons.mozilla.org/en-us/firefox/addon/nodofollow/
- SearchStatus: https://addons.mozilla.org/en-us/firefox/addon/searchstatus/
- NoFollow Simple: https://chrome.google.com/webstore/detail/nofollow-simple/apkcjkicpemmmakhhpbglcdlgphcjpae?hl=en
How to Get Follow Links
We’ve talked about why links are important, regardless of their no follow/do follow status, but you probably still want a few follow links to even out that link profile.
The best ways to get do follow links is the honest way: creating awesome, original content that gets shared and linked to naturally. Other approaches include guest blogging, especially on a site relevant to your own so that you can build referral traffic in addition to getting an SEO boost.
Follow or No Follow: A Balanced Link Profile is Best
Remember, ultimately you want a healthy balance of do follow and no follow backlinks for the perfect link profile. Do follow links may do more for SEO, but both deserve a place in your online marketing strategy.
What is Keyword Intent?
The Ultimate Resource List to Keyword Intent
New Google is smart. It’s crafty. It’s making connections and understanding topics and how people search for those topics like never before.
If you want to succeed under New Google, you have to be smart, crafty, and make those same connections.
The key to organic search success under New Google is understanding exactly what NewNew Google is starting to understand: Intent.
When people talk about intent, they’re generally referring to one of two distinct concepts:
- The high-level classification of their goal: Is it informational, navigational, or transactional? This is the traditional meaning of intent.
- The specific goal of the search: For example, when someone searches “basketball,” are they looking to buy a basketball, play basketball, watch basketball, or learn about basketball? This definition is picking up steam and is arguably more important than the first.
With the goal of making this the most comprehensive resource on the topic of keyword intent online, we’ve included info on both below.
For those just getting started in digital marketing or for those DIY SEO folks, we’ve included plenty of info that starts with the basics of keyword intent, exploring keyword research as it relates to intent, and demonstrating how to get started.
For the more advanced SEO, we’ve included info that drills deeper into the topic of keyword intent, providing you with proven tactics to implement that are aimed at boosting the results of your online marketing strategy.
To gain a better understanding of user intent and see keyword intent in action, check out the academic research and case studies links. The information may be helpful in figuring out the keyword intent approach as it applies to your needs.
Everything here is broken down into specific categories for those looking to develop keyword intent for their website content, landing pages, content marketing, PPC campaigns, and other online marketing efforts.
What Is Keyword Intent?
The Importance of Keyword Intent: www.webtalentmarketing.com
Provides a basic overview of the differences between keywords and keyword intent using clear and simple examples. By developing keywords relevant to the search query, they will remain relevant even when search engines change their algorithms.
Intent Trumps Keywords in SEO: www.tomfanelli.com
A well-explained overview about user intent as it pertains to changes in search engine algorithms.
Examples demonstrate how search engines determine user intent based on the searcher’s demographics and popular search terms.
The article further provides three tips to help businesses benefit from user intent, with helpful examples to guide in carrying out the steps.
Starting with researching keywords and continuing with developing long tail keywords and incorporating specific geographic areas, the tips are designed to help businesses focus on keyword intent to improve their SEO and increase their conversions.
Understanding Keyword Meaning and the Intent of the Searcher: blog.evolvecreativegroup.com
An in-depth explanation about the keyword intent concept and its importance in making searches more meaningful. Actual search pages help in conveying the information.
Of particular interest is the effectiveness of using comparison keywords and how paid and non-paid search ads rank in the search results.
Keyword Intent in Search Marketing: The Conversion Champion: www.silverbean.com
A comprehensive presentation on keyword intent.
Topics covered include the types of keyword intent and examples of each one, the differences between informational, commercial and branded keyword searches, and how keyword intent affects conversion rates.
A chart provides an example of each keyword intent type, keywords used, and the search volume, conversion rate, revenue, and revenue per search for each keyword type.
Query Classification; Understanding User Intent: vervedevelopments.com
Covers user intent from a search engine’s perspective by providing a well-rounded explanation about the function of a search engine and how it processes a search query.
The thorough analysis shows how a search engine interacts with a person’s query using three broad query classifications: informational, transactional, and navigational, and then breaking down each classification into more specific levels.
The article includes charts and tables, some from search engine data, to more easily present a search engine’s search task process for determining user intent.
The information is valuable in helping businesses develop a more targeted and effective SEO program.
Keys to Understanding Search Marketing & User Intent: searchengineland.com
Using studies and research conducted on search queries from around the globe, this article digests all the findings into a compact explanation of four user intent types for search: navigational, informational, transactional, and commercial.
However, just as important as user intent in search engine ranking is credible content. The article presents cues that search engines use to determine trusted content, among them the source, accuracy, scope, objectivity, references, and expertise.
Understanding the Intent of Search Queries: EMI vs. EMQ: www.seo-e.com
With search engines ranking results by looking at which websites best match the intent of the search query, this article provides the technical aspect to the query types used by search engines, with a comparison between exact match intent (EMI) and exact match query (EMQ).
While EMI relates to web pages developed for informational or action purposes, EMQ is mainly used for SEO and includes keywords that target an exact phrase.
The article explains how EMI and EMQ keywords should be used to ensure search engines properly interpret keyword intent.
Understanding Search Intent: www.hallme.com
This article outlines the different types of search intent: informational queries for searchers who want to browse, transactional queries for searchers shopping for a specific product or service, and navigational queries for searchers looking for a brand name and bypass the URL entry.
It further demonstrates through text and a webinar how to connect content to search intent.
Why Keyword Intent Matters
What CROs Need to Know About SEO in 2015 (Hint: It’s User Intent): blog.crazyegg.com
With 2015 being the year to focus conversion rate optimization on user intent, this directory provides links to a list of 10 articles on user intent.
Along with the links is a key takeaway for better understanding why user intent matters to improve your SEO results and conversion rates. Following the list are two case studies of user intent in action and the results they delivered.
Why Ignoring User Intent Is Costing You Money in AdWords: unbounce.com
Loaded with numerous examples, this article identifies three key ways businesses are losing significant amounts of money on their PPC campaigns by not focusing on keywords in relation to user intent.
It outlines how to find, organize, and prioritize keywords around user intent.
Also provided are ways to consistently maintain keyword intent between the ad, the landing page, and calls to action, as well as how to create an ad and landing page according to user intent.
Why Your Keyword Strategy Is Incomplete Without User Intent: blog.hubspot.com
Discusses the reasons why user intent is so important to SEO and offers ways to assess user intent to direct both your keyword research and content strategy.
It provides helpful information on how to analyze your website’s analytics to get a better idea of what your audience is looking for, determine whether they are finding the information on your site, and address the information that is needed with content and other resources.
The Role of Keyword Research in Keyword Intent
Keyword Research: The Definitive Guide: backlinko.com
Recognizing keyword research as the foundation of search engine optimization (SEO), this guide includes seven chapters focused on keyword research.
Starting with an introduction on keywords, the chapter topics cover Google Keyword Planner, long tail keywords, commercial intent, keyword competition, keyword research tools, and SEO content.
How to Do Keyword Research for SEO: www.seonick.net
A comprehensive article that is continuously updated is organized into specific sections pertaining to the value of keywords, researching for searcher intent, the tools available for conducting your keyword research, creating a keyword evaluate model, and a monthly analysis of what’s working.
How Does User Intent Affect Keyword Research?: www.brickmarketing.com
Illustrating how the same search phrase can have completely different intents among search engine users, this blog post makes the case that website owners need to account for user intent when optimizing their site.
The subtle differences among user intent will impact the language a company uses on its web pages and the keywords selected for the site.
The author raises questions that business owners should consider when choosing keywords for their site. Broad search terms with the highest search volume might not bring in as much revenue as keywords that specifically target user intent.
Intent allows websites to use the right keywords to target the right visitors.
Part 1: Keyword Research: Matching Intent With Results: monitor.icef.com
The first of a two-part series on keyword research explains topic mapping and brainstorming as a means of generating a wide array of keywords.
The article covers identifying high level topics relevant to your company, brand, product, or service; brainstorming keywords and search queries applicable to each topic; balancing short and long tail keywords; and checking your keywords by doing individual search queries.
Part 2: Keyword Research: Building Your Toolkit: monitor.icef.com
The second article in the two-part series on keyword research focuses on identifying the best performing keywords using keyword tools, competitor research, and testing.
By narrowing your list of keywords, it will guide your search optimization strategy and online advertising campaigns.
How to find your ranking in organic search results and applying free tools, such as Google Keyword Planner, Google Global Market Finder, and Keyword Tool, to enhance your keyword research are discussed in detail.
How to Do Keyword Research the Smart Way: Targeting Interest and Intent: blog.kissmetrics.com/keyword-research-smart-way
While keyword research is important for successful PPC and SEO campaigns, this article introduces a model that categorizes keywords to reflect different levels of the searcher’s interest and intent.
The targeted keyword model starts with the bullseye as the desired conversion event, with six types of keywords situated in proximity to the bullseye based on how effective they are at converting according to the interest and intent stage a searcher is at when searching the keyword.
To incorporate the model with your keyword research, the article provides action steps under the topics of creating your seed list, building your keyword list, and refining your keyword list.
Searcher Intent: My Main Focus When It Comes to Keyword Research: moz.com
To avoid mistakes in your keyword research, such as mistakenly thinking a keyword is relevant, this article emphasizes the use of searcher intent to better identify the right keywords.
Using examples to illustrate, the article points out things to consider when defining searcher intent, such as whether a keyword could have different connotations, if the keyword is being entered in a search, and what phrases people are actually using to search for something.
The article recommends keywords that are less competitive and target searcher intent. These include keywords that focus on model or product codes, niche dependent words, and very specific information.
How Google Interprets the Search Intent of Keywords: fannit.com/how-google-interprets-search-intent-keywords
This guide provides information on understanding keyword intent, search interpretations, and search engine optimization (SEO) using the Google search engine as an example.
How to Figure Out Your Keyword Intent Strategies
Determine Keyword Intent With This Quick Checklist: www.rlmseo.com
A four-step checklist we put together that will help you determine the intent behind any keyword.
The four steps on the checklist are: brainstorm intent, create MVP landing pages that match intent, create PPC ads targeting each identified intent, and build out your MVP landing pages based on what’s working.
How User Intent Will Forever Inform Successful Keyword Strategies: searchengineland.com
This article guides you through establishing keywords and a content strategy focused on user intent by regularly studying search engine results pages (SERPs) and customer data. Several examples are provided to help illustrate various steps.
What Are They Thinking? Techniques to Decrypt Search Intent: www.semrush.com
Provides seven techniques for assigning the four kinds of user intent (navigational, information, transactional, and commercial) to your keywords.
Growth Hacking: Analyze User Intent to See Search Traffic Shoot: weareswitchdigital.com
Using the Google WebMasters tools, this article offers step-by-step instructions on how to tailor search intent based on the traffic arriving to your website.
The information can be accessed from Google WebMasters under Search Traffic and the Search Queries tab.
Screenshots are provided to help follow along with the steps.
How to Strategically Target User Intent for Higher Conversions: blog.crazyegg.com
Focuses on the conversion optimization side of user intent more so than using user intent for search engine optimization.
After a brief overview on user intent, the article provides an in-depth tutorial that explains how to specifically and tactically apply user intent to conversion rate optimization.
The ultimate goal, the article states, is to optimize for intent.
Understanding Keyword Intent in a PPC Marketing Strategy: www.acquisio.com
Aimed at PPC marketers, the article digs deep into the intent of keywords, in particular certain prefixes or modifiers that will trigger differing levels of intent.
The article discusses how to identify high and low keyword intent search terms and illustrates how to build a campaign structure around them.
How to Build a Keyword Matrix (and Why You Need One): www.seonick.net
Explores the use of a keyword matrix for organic searches with a focus on search volume versus user intent.
Using graphs and overlays, the presentation shows how to build a keyword matrix for keyword targeting and timing at the appropriate level.
Giving Customers What They Want: A Search Behavior Analysis: searchengineland.com
Learn how to improve website performance by conducting a human search behavior analysis.
This article outlines how to enhance keyword intent for your website by applying a search behavior model to select the best performing keywords and implement an effective content strategy for your product or service.
Decoding Searcher Intent: Is “MS” Microsoft or Multiple Sclerosis?: searchengineland.com
As the title of this article demonstrates, search terms can mean different things to different people.
That’s where determining searcher intent comes into play.
This article examines the high level categories of search behavior and demonstrates how to organize these search behavior categories into an organizational strategy that will help in creating search terms focused on keyword intent.
Gain Insight Into User Intent With These Two Analytics Reports: www.ppchero.com
This article demonstrates how to use site search and behavior flow reports to determine user intent. By recognizing the path visitors are taking through your website helps you make informed decisions about paid search efforts.
Academic Research on User Intent in Web Searches
A Taxonomy of Web Search: www.cis.upenn.edu
This research explores the classification of web searches, including information retrieval, navigational, and transactional, and examines how global search engines evolve their approach to address web specific needs.
Researchers conducted a user survey and analyzed the query log of a major search engine.
They identified an evolution of search engines that advanced from using mainly website data to data from multiple sources to address user intent.
Determining the Informational, Navigational, and Transactional Intent of Web Queries: faculty.ist.psu.edu
For this research project, the authors set out to define a comprehensive classification for user intent for Web searches and develop software that automatically classifies Web queries according to user intent.
The research was conducted using multiple search engine transaction logs to develop and execute an automatic classifier.
The results of the research show that search engines can more easily identify the underlying intent of a search and provide more targeted content by using an automated method.
In turn, web designers can implement interfaces and algorithms to enhance websites for user intent.
A Simple Model for Classifying Web Queries by User Intent: users.dsic.upv.es
In this study, researchers apply a set of features to identify the type of information needed to classify web queries by user intent.
For the study, the researchers automatically classified queries using only the text contained in the query.
Different experiments with the queries removed certain features in the text, such as verbs.
The results showed that extracting certain features from the text did not achieve favorable results with navigational searchers. The researchers concluded that using the text in a query is not enough to determine all user intents.
Determining the User Intent of Web Search Engine Queries: www.2007.org
This research paper examines a method for determining the intent of users conducting a search via a search engine.
Analyzing seven transaction logs from three Web search engines, the researchers identified characteristics within the navigational, transactional, and information searching categories that can be added to algorithms so search engines can better determine user intent of the search.
By implementing a real time approach to automatically classifying queries, search engines can return content that is more relatable to the search.
Understanding User’s Query Intent With Wikipedia: www.conference.org
This research paper looks at defining a semantic representation that can more accurately understand and distinguish user intent when inputting a search query.
Using the structure of Wikipedia, the authors introduce a new methodology for determining user intent based on Wikipedia’s knowledge.
The model assigns each category and article in Wikipedia an intent probability to identify the intent of the query.
The results of the algorithm show the methodology delivered better query intent classification accuracy than other approaches.
Towards Identifying the User’s Query Intent in Web Search: www.mavir.net
To examine a new perspective of user intent, the research developed a model for user intent identification based on the user’s past interaction with search engines.
The research team analyzed user intent from a multi-dimensional perspective and created an automatic identification model to identify user intent in a search without any additional information.
The research concluded that grouping data in a natural way without the use of labeling data allows patterns that provide a closer view of the user’s intent.
Intent Shift Detection Using Search Query Logs: www.aclweb.org/anthology/O/O11/O11-4004.pdf
In an effort to detect a shift in user intent, researchers evaluated the use of a search-query-log based system.
By predicting intent shifts, site owners can better define keyword intent for their content.
Using search engine query logs, the research looked at the occurrence of intent shifts, which happen when the query is different from the original search intent when accessing information.
To address multiple intents during a search, the research evaluated a complete link cluster algorithm and found it had greater success in identifying intent shifts in queries.
Deriving Query Intent from Web Search Engine Queries: eprints.rclis.org
For this study, researchers set out to examine the reliability of query intents from search queries.
The research examined results from three methodologies: a crowdsourcing approach, click-through data from a search engine log, and an online survey of a search engine’s portal. The same queries were used for all three methodologies.
The researchers found that the click-through data from a search engine was the most reliable for determining query intent than the other methods.
The research further showed that automatically classifying query intent does not factor in human judgments, thus making the search engine results unreliable to query intent.
The researchers recommend improving the reliability of human classification that can be used as a baseline for automatic classification.
Real Life, Real Users, and Real Needs: A Study and Analysis of User Queries on the Web: eprints.qut.edu.au
Conducting a failure analysis on transaction logs from a major Internet search service, the researchers were able to identify a pattern of user queries that suggest the need to design search engines differently from the current Web IR systems. Furthermore, additional study is needed to learn the intent of Web users as it pertains to keyword intent and advanced searching techniques.
Automatic Identification of User Goals in Web Search: oak.cs.ucla.edu
This study looks at improving the quality of search engine results so they better mirror the user’s query intent.
Researchers examined whether and how the goal identification process can be automated.
The researchers determined that by combining past user click behavior and anchor link distribution, the intent of user queries can be correctly identified 90 percent of the time.
Intentions: A Game for Classifying Search Query Intent: hci.cs.uwaterloo.ca/faculty/elaw/papers/intentions.pdf
This research examines the design principles of a new method for collecting data about user intent in search queries.
The method, created as a game, gathers labeled data about search query intent to establish input and output behavior of participants.
By proposing questions, the researchers examined the differences in interpretation as they developed algorithms for examining user intent.
Keyword Intent Case Studies
AdWords Case Study: Keyword Intent: www.slideshare.net
This case study slide presentation compares a client’s campaign before and after keyword intent is applied.
A campaign that included a combination of high and low intent keywords was implemented, since it is not always obvious which keywords are high intent.
Conversions were monitored, with the results showing that when the intent of the searcher is identified and addressed, the greater the chance the buyer clicks through to a website or landing page and perform the call to action.
Case Study: Visualizing Intent: www.aiga.org
This case study of a start-up company shows how technology was used to pull in data to interpret the intent of visitors to the website based on keywords.
The two-month project involved bundling keywords and phrases into intent segments.
Choosing Keywords for SEO: A Case Study: www.boxuk.com
With the objective to choose keywords for a new product, this case study discusses the process of keyword research, targeting the right keywords, and determining searcher intent.
Lead Nurturing: How Intent Data Lifted a B2B Email Campaign CTR 248% and Forwarding Rate More Than 400%: www.marketingsherpa.com
This case study examines the use of intent data to augment marketing automation to better target prospects.
A list of relevant keywords was developed and incorporated into the company’s marketing content and messaging.
The results of the email campaign increased substantially once intent keywords were put into action.
Case Study: Online Retailer: adparlor.com
This case study demonstrates how real time media optimization technology and audience targeting were combined to mine user intent to drive more conversions at a lower acquisition cost.
How Searchers Find the Perfect Family Restaurant: searchengineland.com
This high level analysis examines consumer search behavior when conducting an online search for a family restaurant.
Different models are used to reflect keyword intent according to search priority categories.
The case study provides insights on what restaurant owners should consider when developing keywords that better reflect the intent of searchers.
Creating a PPC Campaign Around Intent
Know Your Customer and Cut PPC Costs By 54%: www.rlmseo.com
Another article by us: This one demonstrates how an understanding of keyword intent can significantly improve your PPC performance.
Backed by proven examples, the article presents key facts about PPC campaigns and how to do the proper research to get to know your customers’ intent and the dramatic difference it can make to the overall performance of your paid search campaigns.
How to Create a Pay-Per-Click Campaign Around Customer Intent and the Buying Cycle: blog.kissmetrics.com/ppc-intent-buying-cycle
Emphasizes the importance of paying attention to what your customers want by looking at the words in their search query.
Bidding on keywords that match the query, but not the search intent, will not allow you to provide visitors what they are requesting.
A strategy that includes reviewing search queries, understanding intent, and creating a variety of offers to match them is explained in three steps that are complemented with examples.
The Importance of Keyword Classification in PPC Marketing: www.acquisio.com
Demonstrates how keyword research is limited without considering the different levels of intent.
Provides a chart of keyword levels of intent and the reasons why to help with building an optimal PPC campaign and ad group structure.
How to Leverage Consumer Intent to Maximize PPC Performance: searchenginewatch.com
Emphasizes the importance of intention of a consumer’s search in the search process and its role in creating ads and landing pages.
Provides four steps to map consumer intent to the search query, which cover organizing keywords into intention buckets, assigning landing pages to each intention bucket, tailoring ad copy to each keyword intent bucket, and determining key performance indicators for each intention bucket.
Using Keyword Search Intent to Structure Your PPC Account: ppcwithoutpity.com
Provides a slide tutorial on understanding search intent and how to translate search intent to PPC campaigns.
Demonstrates how to structure your PPC account to optimize the intent of each search query type, whether navigational, informational, or transactional queries.
Learn About Search Intent: Why Mobile PPC Campaigns Are Different: certifiedknowledge.org
A good read if you are not getting the same response from your mobile advertising campaigns as you are with desktop campaigns.
As the article explains, mobile device users have different search intent than desktop users.
More specifically, mobile users are looking for action based, local, and mobile optimized information.
Four steps are presented to create a PPC advertising campaign that matches mobile search intent and is optimized for mobile devices.
Search Intent: Session Based Broad & Advanced Location Targeting: www.ppchero.com
Presents the concepts of session based broad match queries and advanced location targeting as they relate to search intent.
The article offers tips on how to address irrelevant session based broad matches and to establish campaign settings that will keep ads from displaying that do not match search intent.
Other considerations are discussed to help in making decisions about your PPC advertising based on search intent.
Mining Subtle Query Intent for PPC Conversion: www.aimclearblog.com
Provides four ways to recognize and leverage subtle words of intent to select PPC keywords that improve the conversion rate of your advertising campaign.
The objective is not to choose keywords that are relevant to a company’s product or services, but rather to focus on the level of intent of the person searching for what the company sells or provides.
How to Effectively Group PPC Keywords by Purchase Intent: www.ppchero.com
This article covers grouping keywords for PPC marketing by purchase intent.
It discusses three stages of keyword grouping by intent: Identifying the different campaigns and ad groups’ organizational levers for establishing your keyword structure; Segmenting keywords by modifiers that show intent; and Creating more specific sub-segmentations within the modifier groups.
By identifying and organizing keywords by purchase intent, you can measure performance according to the stage of the query, target a message to each query stage, and design customized landing pages and offers to specific intents.
Focusing on User Intent with PPC Marketing: www.writeraccess.com
Understanding your target market and user intentions will help in ensuring a successful PPC campaign.
This article explains how to decide on which keywords to choose to decipher intent and how to make certain you maintain user intent between keywords, ads, and landing pages.
Paid Search Words Using Personas and Intent: dabrianmarketing.com
This article proposes creating personas, rather than keywords, to uncover the person or personality of search engine users and the intent of their searches.
These personas should represent segments of your target audience and reflect how they think and search for a particular product or service.
This process will lead to effective keyword intent and ad copy tailored to the needs and wants of those searching.
A sample matrix is provided, showing two personas and their search intent.
This approach is designed to help develop higher performing keywords, increase user response to your PPC ads, and boost the conversion rate.
Crafting Content with Search Intent in Mind
Ultimate Guide to Content Marketing for Local SEO: www.rlmseo.com
A step-by-step guide we wrote on how to create local SEO content that gets ranked high with search engines by using a variety of keywords.
Understanding intent is sometimes all you need to rank local content.
The article explains each step in detail and shows the strategy in action using real examples of before and after campaigns.
Closing the Gap: Optimizing Your Content with Search Intent: www.reddoor.biz
A comprehensive presentation that demonstrates how to get in the mind of search engine users and give them what they want by providing the most relevant content.
Using some nice visuals and actual examples, the article provides a good definition of search intent, shows how to conduct a content gap analysis, explains how to use the information from it to develop your content, and outlines how to make search intent work for your business.
3 Mindset Shifts: Get More SEO Out of Your Content Marketing: searchengineland.com
Since search engines are no longer looking solely at keywords when returning search results, this article discusses the three areas content marketers need to understand to get the most SEO benefit from their content.
The article discusses the areas of keywords, user intent, and inferred audience interests/persona. It demonstrates how to optimize for intent and prepare for the future of content-based search engine optimization.
Is Your Content Strategy Guided by Audience Intent (or Just Keywords)?: moz.com
Answers the question by providing an overview of audience intent and its considerations, as well as the basic requirements of content strategy.
The content strategy examples are helpful in seeing the difference between content based on keywords and content based on giving searchers what they need.
The article has a good take-away to remember: you are creating content for people, not search engines.
SEO Survival Guide: 10 Tips for Content Marketing Success: www.curata.com
Marketers looking to create quality content using search engine optimization (SEO) as a content amplification strategy will find this SEO survival guide extremely useful.
It lists the 10 elements, among them transitioning from keyword targeting to user intent, to achieve SEO success with your content marketing campaign.
Understand Your Customer’s Intent to Develop Great Content: tmn.acronym.com
This webinar covers the use of various data sources to determine intent behind keywords and develop intent around them to create great content.
How to Give Your Content Marketing Purpose & Punch: tracks.roojoom.com
Guidance on how to better understand your audience to create purposeful content is the focus of this article.
It provides a basic understanding of user intent and how it will impact your keyword strategy.
The article also provides guidance and an example to help in developing content that incorporates keywords with user intent.
4 Ways to Evaluate Keyword Intent: www.komarketingassociates.com
Outlines the four main ways to evaluate keyword intent so you can choose the right keywords when creating content to match what search engine users are looking for when they search a topic.
Content Marketing, User Intent & How to Rank Higher in Google: www.thinktraffic.co.uk
A quick read on understanding user intent by recognizing the purpose of your content, varying your content to rank in a search for different user intents, and how to use Google to help in defining user intent and improving your content marketing results.
Blog Posts Related to Keyword Intent
Your Keyword Research Sucks – Here’s Why: www.rlmseo.com
If you’re just taking keywords from the AdWords planner and incorporating them into your website, you’re not using keyword research correctly.
As this post on our blog explains, keyword research should drive content decisions, which is why it must include the intent of the search.
Examples are provided to help you understand how to determine searcher’s intent for your site and its content.
Segmenting Search Intent: moz.com
Takes a deeper look into the intent of searches by first segmenting them into navigational, informational, commercial, and transactional queries, and then making determinations about the purpose of the traffic driven by these searches and their value in terms of opportunities they present.
The article shows how to build a keyword research chart to determine the intent of your primary keywords to help in ad placement, content development, and link building.
User Intent: How to Improve Your Keyword & Content Strategy: www.gravitatedesign.com
Presents the basics on enhancing keyword strategy and digital marketing campaigns in an effort to create content that matches what searchers want.
The article is broken down into sections that define user intent, explains how to identify user intent, and provides examples of a keyword strategy with user intent.
Keywords Are Dead! Long Live User Intent!: searchenginewatch.com
A good resource for businesses trying to align their brand and online presence with customer intent rather than keywords focused on search engine optimization.
Covers mapping queries to value, ways to conduct intent research, and creating content according to user intent and the goals for your brand.
8 Resources to Help You Determine User Search Intent & Types of Searches: www.skilledup.com
Presents an overview of searcher intent categories (navigational, informational, transactional, and commercial) and provides resources to help writers develop content for these different user intent stages.
Search Intent – 6 Types That You Should Know: www.bytefive.com
A basic tutorial covering the six categories of searches: brand, research search, informational search, navigational search, commercial search, and transactional search.
Tips are offered on how to optimize your pages with a focus on the intent of the search.
How to Use the Keyword Funnel to Understand Searcher Intent: searchengineland.com
Discusses the concept of funneling keywords as a solution to having too many keywords to obtain higher relevance to the intent of the searcher.
With keyword funneling, keywords are organized into categories, which are then bundled into a secondary category, or the funnel stage.
The funnel stages match where a customer may be when searching for something. Models of funnels are provided, as well as how to interpret them in relativity to searcher intent.
Keyword Intent – Reach More Searchers by Considering the Intent Behind Your Keywords: www.wordstream.com
Covers how to determine the value of keywords for your business by identifying the intent of the searchers, whether they are looking for information, a solution to a problem, browsing, or ready to buy.
Demonstrates how to determine high intent keywords that will drive searchers to your website.
Optimizing for Conversion: A Look at Searcher Intent: getstat.com
Shows how to optimize keywords for commercial intent to increase conversions.
Offers eight recommendations to ensure your website, landing page, or ad campaign is being seen by your target audience at the most opportune time.
Why User Intent Is the New Keyword Research (& How to Do It Right): www.makeitrainusa.com
Demonstrates how to optimize your site for user experience.
It explains how traditional keyword research represents the beginning of user intent research.
In addition to keyword research, the article shows how to conduct intent research and uses charts to help you establish your target framework and funnel stages model.
Determining Searcher Intent: A Challenge for Both Marketers and Search Engines: www.safaribooksonline.com/library/view/the-art-of/9780596809133/ch01s04.html
This article examines the different types of queries – navigational, informational, and transactional – and uses research findings in giving an overview of their categories, characteristics, and processes.
User Intent – How Consumers Search: marksprague.wordpress.com/search-behavior/user-intent-how-consumers-search
Provides high level context to help with classifying the intent of a person conducting a search engine query.
The article explores query types and hybrid query types. It then breaks down each query into sub-groups to better define what the searcher is trying to find.
The information is a good start in trying to analyze how consumers search for products and information.
See to Say: How Evolving Search Queries Affect SEO Strategy: relevance.com
This article looks at the way people search and how it affects content writing, SEO, and messaging.
Topics explored are audience intent, search engine ranking for many keywords and phrases, manipulation of keywords through content, and backlinking.
How to Dissect Your Organic Traffic by Intent and Funnel It Into Sales: searchengineland.com
Focuses on how to effectively drive conversions by going beyond analyzing Google Analytics’ numbers and understanding the intent behind the search query.
The article provides steps to better understand query intent, including creating a list of queries, matching the list of queries to potential intent, narrowing the broad query intent list to more specific queries, and then funneling your query segments into sales by creating relevant content, focusing on the user experience, strategically placing calls to action, and using the right SEO keywords.
Use Search Insights to Improve Your Content Marketing Strategy: 4 Steps: contentmarketinginstitute.com
Learn how to better the competition by using search insights in your content.
The article presents the value of search insights and provides a step-by-step guide to make search insights work for you.
The steps include identifying keyword phrases to target your audience, determining what your audience cares about, and discovering your audience’s preferences.
B2B SEO Strategy: Targeting Buyer Intent: www.brainrider.com
This article shows you how to take the challenge out of targeting B2B buyer intent by analyzing best practices in B2B SEO strategy, lead generation, and marketing content.
Of value is the SEO Success Factors chart showing the content, HTML, architecture, links, trust, social, and personal factors Google uses when delivering search results.
Understanding Searcher Intent: The Forgotten Ingredient in Keyword Research: shaebaxter.com
A good presentation that teaches you how to understand or infer searcher intent when conducting keyword research.
As the article explains, it’s all about figuring out why someone is searching a term and incorporating relevant and specific keyword phrases into your site.
When keyword research is done well, it will bring the right people to your website.
BigCommerce SEO Tips: Understand Searcher Intent: springmerchant.com/bigcommerce/bigcommerce-seo-tips-understand-searcher-intent
Learn the difference between a keyword used in a search and the searcher’s intent, as well as the tools available to establish keyword intent for your website.
Topics covered are semantic keyword research and understanding keywords in search context.
SEO Keyword Research Tutorial for the B2B Online Marketer: www.komarketingassociates.com
In this B2B online marketing blog article directed to B2B SEO marketers, guidance is provided on performing keyword research and determining the decision-making criteria and factors that should be used.
A good definition and overview of keyword research is presented, as well as comprehensive information on key factors in the keyword research process and how to perform keyword research.
If you’re short on time, a slide deck is provided that highlights the main concepts of SEO keyword research.
A list of popular keyword research tools is also provided.
Are Keywords Still Relevant, and How to Use the Right Ones: www.link-assistant.com
Despite search engine optimization changes by the major search engines, keywords are still relevant because people use keyword phrases when searching for content. However, choosing the right keywords for your site matters even more when it comes to search ranking.
The article shows you how to discover the right keywords for your online content.
Tips included are listening to your customers, particularly the words they use when referring to your business, identifying keyword intent, using a mix of commercial intent keywords and non-commercial intent keywords, and performing a keyword audit of all your online marketing efforts.
SEO: What Is User Intent?: www.sanctuarymg.com
Using pizza as an example, this blog post shows how to approach search engine optimization through user intent.
The presentation includes an overview of semantic understanding of a website’s content and illustrates the difference between creating content with the right keywords and creating content that answers the questions implied by the keywords.
The article provides direction on enhancing your site and content to answer the questions implied by search keywords.
Why Your Keyword Strategy Is Incomplete Without User Intent: blog.hubspot.com
This article explains why user intent is the core component of keyword research.
User intent is also essential for providing more value to your site visitors, building trust, improving SEO, and increasing click-throughs and conversions.
The post presents five reasons why user intent is so valuable; it tells you what searchers are looking for; supplies you with keyword suggestions; provides clearer demographics; enables you to create better landing pages; and generates better content strategies.
The information is designed to help you shift from strictly SEO to user experience.
How to Determine the Search Intent of Keywords: vanderwerker.com
Demonstrates how to find the right keywords to capture targeted traffic.
The article provides good information for beginners, with basic information on determining search intent followed by simple examples.
The New SEO: It’s About People, Intent, & Meaning: searchengineland.com
Really breaks down the psychology of search engines, in particular, Google, and how it makes search results more relevant.
The article points out that technical SEO elements are still important, but you need to shift from business-centric to customer-centric.
As the article points out, think less about keywords and link building and more about your prospective buyers, how they are searching for information (keyword intent), and what they will find on search engines.
How Do You Know a User’s Keyword Intent?: www.marketmotive.com
This information from the Market Motive Forums, shows how to use keywords to determine your customers’ intent and then apply this information to craft keyword phrases that help solve your customers’ problems.
The examples help in understanding keyword intent and distinguishing between high context words and low context words.
As you can see, the topic of keyword intent is vast and encompasses quite a few different areas. It requires SEO prowess, the use of some keyword tools, a talent to create good content, and a bit of psychology to anticipate the wants and needs of searchers.
But it’s worth dedicating the time to learn all you can about keyword intent because when you get it right, the rewards are sweet!
What are analytics discrepancies?
Analytics packages, such as Google Analytics, measure different metrics than ad servers, so their reports don’t reconcile with DFP. Here are a few reasons for disparities between Google Analytics and DFP:
Page views versus impressions
Analytics tracking is based on page views. In contrast, DFP ad server concepts are, by design, not page-specific:
- An ad tag can be placed on multiple pages.
- An ad unit can be associated with many pages.
- A line item can be targeted to multiple ad units.
- A line item can serve to a single page multiple times.
DFP counts impressions delivered to ad tags; analytics packages count the execution of analytics tracking code. Since these snippets of code are located in different parts of your page code, both scripts might not load or execute on every page view.
For instance, some analytics packages recommend placing tracking code at the bottom of your HTML. If a user exits a page before the the tracking code is executed, the analytics package doesn’t count a page view, but DFP still counts this as an impression.
Since there is no interaction between ad tag code and analytics tracking code, analytics packages cannot account for unfilled impressions, which can be caused by any number of variables:
A lack of inventory
- Firewalls and misconfigured security software
- Ad blockers
- Intermittent network connections
- General latency
Some publishers serve DFP tags in iframes. Browsers that don’t support the “<iframe>” tag don’t report an impression, but an analytics package does count this as a page view. Ad tags within an iframe can result in an extra round trip between the browser and server. This additional latency can cause some users to leave the page before the browser has enough time to make the calls to both the analytics package and DFP. If the analytics tracking code is present within both an iframe as well as the parent frame, the analytics software registers an inflated number of page views.
Comparing referrer URLs to DFP clicks is not advised. Referrers in analytics are not an accurate measure of clicks or landings for the following reasons:
- Referrers can be disabled by users.
- Internet security applications can block referrer data.
- Firewalls and proxy servers can filter referrers.
- Users can spoof referrers to prevent servers from knowing where they’ve been.
- Internet Explorer does not send referrer data when switching from either: (a) HTTP to HTTPS, or (b) any non-HTTP/HTTPS protocol (e.g.,
file://) to HTTP/HTTPS.
Google Analytics and DFP discrepancies
If you see significant discrepancies (>10%) between the reports in your DoubleClick for Publishers (DFP) account and those in Google Analytics, keep in mind these important points:
- Analytics tracks pageviews while DoubleClick for Publishers counts ad impressions. Be sure you are comparing reports that match the appropriate pages in Analytics with the proper slots in the DoubleClick for Publishers reports.
- Use the inventory reports in DoubleClick for Publishers and segment by ad slots for the most precise comparison.
- Enable the Unfilled impressions column to see if there are a significant amount of blank ads being served.
- Verify that DoubleClick for Publishers and Analytics code are both on the same page and in the proper locations within the HTML.
- Try using the new Analytics asynchronous code for optimal performance.
Even if your code is set up properly, statistics may still differ between Google Analytics and DoubleClick for Publishers.
Ad impressions in DFP versus pageviews in Google Analytics
There are a few reasons why an ad impression in DoubleClick for Publishers may not equal a pageview in Google Analytics:
For example, because Analytics recommends placing the tracking code at the bottom of your HTML, in very rare cases a user enters and then exits a page before the page completely loads and before the tracking code is executed. In this case, DoubleClick for Publishers might count an ad impression, but Analytics doesn’t count the pageview. This would result in a higher impression count in DoubleClick for Publishers than pageview count in Analytics.
- Iframes: Some publishers have placed DoubleClick for Publishers tags in an iframe to serve ads. Browsers that don’t support the <iframe> tag don’t report an impression. This can result in Analytics counting more pageviews than DoubleClick for Publishers counts impressions.For browsers that do support iframe tags, putting the DoubleClick for Publishers tags within an iframe can result in an extra round trip between the browser and server. This additional latency can cause some users to leave the page before the browser has enough time to make the calls to both Analytics and DoubleClick for Publishers.
- Security (blocking) Software: Your DoubleClick for Publishers impressions might also be decreased by personal firewall software or ad blocking software which can cause Google ads to not display on your site, or may obscure portions of the ad. Ad blocking features of your users’ internet security software must be disabled in order to view Google ads.
- Timezone: If your Analytics timezone doesn’t match your DoubleClick for Publishers timezone, then the two sets of reports aggregate different time periods for the same displayed date. Learn how to set the time zone for your Google Analytics reports.
- Analytics profiles: Analytics allows you to create different profiles that can be used to filter data. If you view a profile that filters out some data, then the DoubleClick for Publishers data meant to correspond to the filtered-out data is not shown. Learn about how to create filters to control your report data.
Comparison between ad impressions to pageviews
Here are a couple of items to keep in mind when you compare ad impressions to pageviews:
- Frames: If the Analytics tracking code is present with a framed page as well as the framing page, Analytics registers two pageviews for that visit. This can result in inflated pageviews in Analytics. Learn more about framed sites.
- _trackPageview function: If you’re using the _trackPageview function, your pageviews may be slightly inflated within Google Analytics. The function _trackPageview creates virtual pageviews for specific events such as PDF downloads that aren’t tracked in your DoubleClick for Publishers account. Learn more about using virtual pageviews through Special Case Goals and Funnels.
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