21 Jan Categorize keywords automatically according to buyer’s intent
Every week I share no more than 3 hands-on resources that I carefully handpick from the top-experts and best practitioners in SEO and digital marketing. You won’t find FOMO inducing theories and convoluted predictions in these posts. I want to help you build long-lasting SEO and digital marketing strategies with proven methods you can implement today. Previous editions can be found here.
⏰ #NOW - WHAT I HAVE BEEN UP TO
You know how you sometimes put off a task because you feel it’s going to be a complicated one? That’s what I did with adding ReCaptcha to my forms. After months of -often hilarious- spam mail in my inbox, I finally took time to get it up and running. 5 minutes. That’s all it took. 🤦🏻♀️
I have also been working on SEO packages for potential clients. I plan on publishing information about them soon.
In other news, you are now 12 subscribers to my newsletter! ✉️🙏
👓 #FOCUS - THE ONE THING YOU SHOULD CHECK OUT
When we work on keywords and try to understand how they benefit our website, we look for volumes, rankings and length. As the algorithms comprehend human behaviour better and better, user intent has become a subtle yet key component to look at.
The idea behind user intent is that the context in which the search is made by the user should impact the result. In other words, understanding why the user is making a query will deliver better results.
For example, if you search for “Strasbourg” you could be searching for the weather in Strasbourg, tourism information, or even historical facts. If you search for “Strasbourg hotel”, then you are probably more interested in booking a room. That’s a transactional query. If you search for “Strasbourg population”, you are in an informational process. If you search for “Strasbourg website”, you are most probably searching for the exact URL of the city’s website, thus your intent is navigational.
So, know you have all your keywords from Google Search Console (or somewhere else) how are you going to figure out the user intent behind each of them? You could totally do that by hand, but Dan Brooks figured out a formula to automate keyword categorization on Google Sheets!
In his article Dan explains the whole process of creating the *magic* formula and the resources he used to get to this result.
🤓 #READ - THE BEST OF SEO BLOGS
What does the perfect blog post look like? Probably not like the one you are reading now 😅
As part of the Global State of Marketing Report for 2019, SEMrush and Alina Petrova researched the key factors that make articles performant. Below are the key elements of the study like the length and type of H1, the depth of headings, if there are lists in the article and, of course, content length.
In encourage you to go further and read the article to get more in depth in each element, especially when it comes to the link between the number of backlinks and the type of H1. 😉
🎧 #LISTEN - THE PODCAST YOU SHOULD LISTEN TO
I personally assisted to her talk, and I was really surprised by the amount of available resources online that can be used to make the perfect email that will land an article. With a bit of creativity and research, any brand can get a great backlink!
I suggest you follow the episode with the slides linked below 😉
✉️ #SUBSCRIBE - RECEIVE THIS POST IN YOUR INBOX
Do you need help with your digital marketing strategy? Are you planning to work on your website’s SEO? Would you be interested in having me talk at your conference or train your team?
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