How to get high quality search traffic@bernardjhuang

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!

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

What is high quality search traffic?People who come from an organic search channel to your website that convert.

1

High quality search traffic is different for

every business.

I want more ________.

More people buying stuff from me.

More pageviews and leads for businesses in my directory.

More people reading and sharing my content.

More people reading my content and clicking on my affiliate links.

More people paying for my SaaS.

More people reading and subscribing to my emails.

High quality search traffic =

People who come from

organic search that

convert.

The State of SEO in 2015Focus on satisfying the user and all else will follow.

2

https://www.google.com/about/company/philosophy/

Google’s original mission

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

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

Creating content that

satisfies a user’s search

intent.

Current SEO =

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

What is content?Just about anything that is published online.

3

Content can be...

Your product

Information about your business

User generated

Articles

Videos

Tools

Data

● Your product● Information about your business● User generated● Articles● Videos● Tools● Data● And just about anything published online.

Content can be:

Ultimately, people are on the

internet to consume content.

But, how do we connect this with this?

SEO-driven content

Content created specifically to target what people are searching for.

[how to play guitar]

To get high quality search traffic, create content

that fulfills the searcher’s intent.

How to run a SEO-driven content campaignFigure out what people are searching for and create content that solves their problems.

4

SEO-driven content campaign

keyword research

content creation

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

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.

Keyword research (example)

● Use Google’s Keyword Planner Tool to get search volume data on the list of keyword ideas from Ubersuggest.

● Export as CSV and figure out which keywords are relevant for your business and group them into content categories.

Keyword research (example)

● 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

[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]

So the question is, would you be satisfied with your

own content given the keywords you’re

targeting?

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.)

Google analytics view of organic traffic by landing page

“It appears that people are satisfied with the result”

“Hmmm, I don’t know about these…”

See a correlation between engagement metrics and search traffic?

● 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

Any questions ?

You can find me:

◉ @bernardjhuang◉ bernard@mushilabs.com◉ mushilabs.com

Thanks!