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MnSearch Summit 2018 - Dr Pete - The Intent Funnel: How We Get Keywords Wrong

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MnSearch, The Minnesota Search Engine Marketing Association
MnSearch, The Minnesota Search Engine Marketing Association

We pick the keywords we want (out of volume or vanity) with little regard to searchers, assuming there will always be organic and paid opportunity on every SERP. As Google throws it’s machines at understanding intent, the shape of opportunity is changing dramatically. Discover how to understand intent using SERP features, how features impact CTR, map intent to the buyer funnel, and find keywords with the most opportunity.

Marketing
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The Intent Funnel HowWe Get Keywords Wrong Dr. Pete Meyers • Marketing Scientist • Moz
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
The Five Intents
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit 1. Brand Intent
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit 2. Info / Open*
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit 3. Info / Closed
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit 4. Commercial
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit 5. Investigational
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
The Intent Funnel
@dr_pete #mnsummit Awareness Interest Action
@dr_pete #mnsummit Awareness Interest Action
@dr_pete #mnsummit Awareness Interest Action Commercial Investigational Informational
@dr_pete #mnsummit Awareness Interest Action Brand/Product Investigational Informational
@dr_pete #mnsummit Awareness Interest Action Informational
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit Awareness Interest Action Investigational
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit Awareness Interest Action Can you re-map?
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
SEO for Answers
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
Zero-result SERPs are already here. We just have to look beyond the desktop.
@dr_pete #mnsummit OK, Google: When is National Cheese Day?
@dr_pete #mnsummit National Cheese Day is on Monday, June 4, 2018.
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
@dr_pete #mnsummit
https://moz.com/explorer
https://moz.com/explorer
https://moz.com/explorer
@dr_pete #mnsummit
@dr_pete #mnsummit
Moving Targets
@dr_pete #mnsummit
@dr_pete #mnsummit
However bad it looks on desktop, it’s always even worse on mobile.
@dr_pete #mnsummit
@dr_pete #mnsummit OK, Google: How do I make a cheese plate?
@dr_pete #mnsummit I’ve got a recipe called “How to Make a Cheese Plate” from What’s Gaby Cooking. Does that sound good?
@dr_pete #mnsummit OK, Google: Yes
@dr_pete #mnsummit Great, let’s get started. Would you like to prepare the ingredients or skip to the instructions?
@dr_pete #mnsummit
MnSearch Summit 2018 - Dr Pete - The Intent Funnel: How We Get Keywords Wrong

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Notes de l'éditeur

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  8. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  9. The Moz marketing web pages are incredibly important to our business as they put potential customers into the conversion funnel where we ideally turn them into paying customers.
  10. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  11. Do not add content on top of pattern. Keep Pattern on bottom of slide.
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  30. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  31. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  32. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  33. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  34. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  35. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  36. The Moz marketing web pages are incredibly important to our business as they put potential customers into the conversion funnel where we ideally turn them into paying customers.
  37. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  38. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  39. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  40. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  41. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  42. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  43. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  44. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  45. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  46. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  47. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  48. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  49. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  50. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  51. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  52. The Moz marketing web pages are incredibly important to our business as they put potential customers into the conversion funnel where we ideally turn them into paying customers.
  53. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  54. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  55. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  56. The Moz marketing web pages are incredibly important to our business as they put potential customers into the conversion funnel where we ideally turn them into paying customers.
  57. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  58. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  59. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  60. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  61. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  62. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  63. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  64. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  65. Do not add content on top of pattern. Keep Pattern on bottom of slide.
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  68. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  69. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  70. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  71. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  72. The Moz marketing web pages are incredibly important to our business as they put potential customers into the conversion funnel where we ideally turn them into paying customers.
  73. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  74. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  75. The Moz marketing web pages are incredibly important to our business as they put potential customers into the conversion funnel where we ideally turn them into paying customers.
  76. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  77. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  78. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  79. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  80. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  81. Do not add content on top of pattern. Keep Pattern on bottom of slide.