In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.

1. How to Use Search Intent to
Dominate Google Discover
Felipe Bazon | Hedgehog Digital
SLIDESHARE.NET/FELIPESPLINTER
@SEOBAZON

4. Google Discover
Discover surfaces content
primarily based on what
Google’s AI/ML systems
believe to be a good
match with a user’s intent.
Source: Google Search Central

5. HOW IS GOOGLE DISCOVER
CHANGING THE SEO GAME?
@SeoBazon #BrightonSEO

6. By creating an even bigger intersection
between SEO and Content Marketing

7. By forcing us SEOs to
incorporate the concept
of Personas once and
for all in our strategies.
@SeoBazon #BrightonSEO

8. By making search intent
more important than ever.
Source: Hedgehog Digital Blog
@SeoBazon #BrightonSEO

9. By generating a unique
type of engagement
between consumers
and brands.
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10. By becoming a substantial
source of organic traffic…
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11. HOW TO OPTIMISE FOR
GOOGLE DISCOVER?
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12. Source: SEJ
@SeoBazon #BrightonSEO

13. Source: SEJ
@SeoBazon #BrightonSEO

14. Source: Google Search Central
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15. Results were far from great!
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

16. @SeoBazon #BrightonSEO

18. Source: Web Stories on Google
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19. We had tested it previously …
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20. But we couldn’t
figure it out where
that traffic was
coming from!
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

21. @SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

22. @SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

23. @SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

24. HOW TO USE SEARCH INTENT
TO OPTIMISE FOR
GOOGLE DISCOVER
@SeoBazon #BrightonSEO

25. Client: Brazilian Right Move
Challenge: Build qualified audience
to their blog
Strategy: Informational content to
help people make take the right
decision before renting a house.
@SeoBazon #BrightonSEO
Intent to Rent a Dream House / Flat

26. Intent to Rent a Dream House / Flat
Content Clusters:
• Best Cities in (State)
• Safest Cities in (State)
• Safest Neighbourhoods in (City)
• Best Schools in (City)
• Interior Decoration Tips
@SeoBazon #BrightonSEO

27. Intent to Rent a Dream House / Flat
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28. Intent to Rent a Dream House / Flat
@SeoBazon #BrightonSEO

29. Intent to Rent a Dream House / Flat
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30. GOOGLE WEB STORIES
OPTIMISATION TIPS
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31. Source: https://www.slideshare.net/FelipeSplinter/google-discover-optimisation-with-google-web-stories
@SeoBazon #BrightonSEO

32. GOOGLE WEB STORIES
BONUS TIP
@SeoBazon #BrightonSEO

33. SEO
Consistency & Frequency
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34. @SeoBazon #BrightonSEO
Consistency & Frequency

35. DESIGN & SEO
Create attractive Poster
Page for greater CTR
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36. Poster Page = Higher CTR
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37. DO GOOGLE WEB STORIES
APPEAR IN GOOGLE.CO.UK?
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38. @SeoBazon #BrightonSEO
Source: SEMrush

39. @SeoBazon #BrightonSEO
Source: SEMrush

40. @SeoBazon #BrightonSEO
Source: SEMrush

41. @SeoBazon #BrightonSEO
Source: SEMrush

42. @SeoBazon #BrightonSEO
Source: SEMrush

43. Source: Hedgehog Digital Blog
@SeoBazon #BrightonSEO

44. THANK YOU!
Felipe Bazon
@SeoBazon
@seobazon
@SeoBazon #BrightonSEO