How To Get High Quality Search Traffic
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Transcript of How To Get High Quality Search Traffic
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How to get high quality search traffic@bernardjhuang
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I am Bernard HuangI’m currently a SEO & SEM consultant at Mushi Labs.
I was the growth hacker at 42Floors where I focused on driving tons of organic traffic to our website.
You can find me at @bernardjhuang.
Hello!
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Agenda
1. What is high quality search traffic?
2. State of SEO in 2015
3. What is content?
4. How to run a SEO-driven content campaign
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What is high quality search traffic?People who come from an organic search channel to your website that convert.
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High quality search traffic is different for
every business.
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I want more ________.
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More people buying stuff from me.
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More pageviews and leads for businesses in my directory.
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More people reading and sharing my content.
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More people reading my content and clicking on my affiliate links.
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More people paying for my SaaS.
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More people reading and subscribing to my emails.
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High quality search traffic =
People who come from
organic search that
convert.
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The State of SEO in 2015Focus on satisfying the user and all else will follow.
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https://www.google.com/about/company/philosophy/
Google’s original mission
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From a 2015 Moz Survey
150 search experts were asked to weigh the impact of ranking signals for SEO.
6 of the top 8 factors are related to satisfying user intent with good user experience.
https://moz.com/search-ranking-factors/survey
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4 of the top 5 ranking factors were related to backlinks.
The other top ranking factor was keyword usage.
This is drastically different than what search experts were saying in 2009
https://moz.com/search-ranking-factors/2009
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Creating content that
satisfies a user’s search
intent.
Current SEO =
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Good News
● Content that satisfies a user’s search intent will organically rank despite having limited backlinks, social signals or domain authority.
Bad News
● Content that satisfies a user’s intent is more time consuming and expensive to produce compared to creating keyword-stuffed content.
Good news and bad news
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What is content?Just about anything that is published online.
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Content can be...
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Your product
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Information about your business
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User generated
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Articles
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Videos
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Tools
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Data
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● Your product● Information about your business● User generated● Articles● Videos● Tools● Data● And just about anything published online.
Content can be:
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Ultimately, people are on the
internet to consume content.
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But, how do we connect this with this?
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SEO-driven content
Content created specifically to target what people are searching for.
[how to play guitar]
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To get high quality search traffic, create content
that fulfills the searcher’s intent.
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How to run a SEO-driven content campaignFigure out what people are searching for and create content that solves their problems.
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SEO-driven content campaign
keyword research
content creation
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Keyword research is the most important part of a SEO-driven content campaign because it
● calculates an approximate amount of search traffic you expect to capture
● identifies the high intent keywords that are most likely to drive conversions
● defines what your content is going to be about
Keyword research
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Keyword research (example)
● Get ideas on how to target the keyword [email marketing].
● Ubersuggest takes Google’s search suggestions and makes a list of the top 10 keyword suggestions.
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Keyword research (example)
● Use Google’s Keyword Planner Tool to get search volume data on the list of keyword ideas from Ubersuggest.
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● Export as CSV and figure out which keywords are relevant for your business and group them into content categories.
Keyword research (example)
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● The content categories define what types of content people are looking for and the keywords now define sub-headers in the content.
● You must now carefully craft content that satisfies the user’s intent.
Content creation
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[how to play a guitar]
● Google cares a lot about giving users a great search experience.
● If the search query is better resolved with a local search result or video, then they’ll display it.
Content creation (cont.)
[lunch]
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So the question is, would you be satisfied with your
own content given the keywords you’re
targeting?
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If someone visits your content from the search results page of a search query and it doesn’t satisfy their needs…
● Google will know that they came back to the search results page, clicked on another result, and if that result satisfied the user’s intent.
Content creation (cont.)
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Google analytics view of organic traffic by landing page
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“It appears that people are satisfied with the result”
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“Hmmm, I don’t know about these…”
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See a correlation between engagement metrics and search traffic?
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● Focus on satisfying the user and all else will follow.
● Use keyword research to drive content creation and identify high intent keywords.
● Google is using user engagement metrics to grade how good your content is in comparison with everything it’s indexed.
Concluding thoughts