This document summarizes a presentation about reverse engineering Google's search algorithm to drive traffic and revenue. It discusses a two-step process: 1) determining what keyword to target with specific content, and 2) structuring content for search success. Key aspects covered include categorizing keywords by user intent, determining appropriate content formats and mediums, planning value propositions, and tools for optimization. The overall message is to understand what users want and provide relevant content to meet those needs.

1. User Intent: Reverse
Engineering Google For
Traffic and Revenue
Dan Shure - Evolving SEO
Experts on the Wire Podcast

2. If you’re in the future - go here for a video of this presentation: www.evolvingseo.com/aoc2018

13. Two Step Process:
1. Determine what keyword to target with what page
2. Structure your content for search success

14. Two Step Process:
1. Determine what keyword to target with what page
2. Structure your content for search success
Bottom Line: Figure out what users want and give it to them. User Intent.

15. “Always Be C....?”

16. “Always Be
Categorizing your
keywords by intent.”
:)

17. 1. Do (Transactional)
2. Know (Informational)
3. Go (Branded)

22. PART ONE: Determining
What Keyword To Target

27. PART TWO: Structure
Content For Search
Success

28. 1. Determine Content
Positioning

30. Problem! Ambiguous Keywords!
Common Keyword->Content Formats:
1. Fact - how many, who is, where is (generally avoid)
2. What - definition or topic overview
3. Why - benefits of, importance
4. How to - process, tutorial, recipe
5. Lists
6. Mixed / Hybrid

37. 2. Create An Outline

48. 3. Determine Content
Medium(s)

51. 1. Text
2. Video
3. Images
- GIFs
- Infographics
4. Audio
5. Tool / App / Something Interactive
6. Mixed / Hybrid
Common Content Mediums

52. Pssssst.... think about
creating audio versions
of your text content

53. 4. Plan Your Value
Propositions

68. Design and UX
● Easy to read fonts
○ Nice line spacing
○ Hyperlinks you can see
○ Color contrast vs background
○ Smaller on Desktop / Bigger on Mobile
● Easy to find “Main Content”
○ Above the fold
○ Not blocked by ads or popups
● Useful links in “Supplementary Content” (Navigation areas)
● Clear (usually ONE) Call To Action

69. Planning Topics
1. Determine keyword target
a. Find a ranking gap
b. Determine traffic potential
Planning Each Piece of Content
1. Determine main topic
2. Create an outline
3. Plan content medium(s)
4. Plan value add(s)

70. Tools / Resources
● Funkify Add On- UX and Accessibility
● 23 Questions - Amit Singhal, Google
● Google Quality Raters Guidelines PDF
● Keywords Everywhere Add On (Search Volume in SERPs)
● MozBar for Domain Authority in SERPs

72. Connect with me
@dan_shure
www.evolvingseo.com
www.evolvingseo.com/wire
Experts on the Wire Podcast