Understanding User Intent Get practical advice from SEO experts: Becky Simms - CEO of award-winning SEO agency Reflect Digital, Laurent Bourrelly - FrenchTouchSEO - arguably France's leading SEO thought leader and Christopher Hofman Laursen - Lead SEO consultant at the agency IMPACT Extend. In this short ~20 minute talk they present bite-sized actionable SEO strategy and tips for keyword research and content strategy for the SEO community working from home during the coronavirus pandemic. Watch a recording of the stream to go with these slides here: https://www.youtube.com/watch?v=Fiqtsug-aSo&t=5s

2. Understanding User Intent
● Becky Simms
● Laurent Bourrelly
● Christopher Hofman Laursen
AUTHORITAS
● SEO Jo Blogs - Growth Marketer
● Carrie Shepherd - Marketing Executive

3. Becky Simms
● Becky has spent the last 12 years working in digital
marketing, starting Reflect Digital in 2011, which 9
years later has resulted in an award-winning team of
27 based in Kent, UK.
● Becky was awarded Agency Leader at the Wirehive
Awards in October 2019, and the team have won a
number of awards for their work in search
marketing.
● With a keen eye on tangible impact, Becky leads her
team to continually challenge the norm – pushing
boundaries and always going over and above to
deliver to a high standard.

4. Laurent Bourrelly, FrenchTouchSEO
● Laurent Bourrelly : born in France, educated in New
York, lives in Andorra.
● Laurent is Head Judge for the European Search
Awards, and judge for the UK Search Awards and
Canada Search Awards.
● SEO Consultant since 2004, he was voted 3rd Best All
Time SEO in France, and runs the only SEO School to
learn the business of SEO
● Also, he gave out an advanced SEO strategy, which
became the N°1 trend in France since 2013.
● Called « Cocon Semantique » in French (Topical Mesh
in English), Laurent never really talked about it in
English, but it’s coming up soon. A new Youtube
channel, podcast, etc., called SEO Conspiracy, will be
launched on April 13, 2020.

5. Christopher Hofman Laursen
● Lead SEO consultant at the agency IMPACT Extend
● Speaker at SEOday in Denmark in 2018, 19 and 20
● Currently building a pixel tracker for better rank
tracking
● Developed the Google volatility Score as a better way
to understand competition on Google
● Created the Fresh data project to always have
updated data in the customers’ Keyword analysis

6. Top Tips from Becky Simms
● Understanding user intent comes from truly understanding your audience
first and foremost.
● You need to understand what motivates them to buy in to your brand,
product or service.
● We have a model to help you do this….

7. Top Tips from Becky Simms

8. Top Tips from Becky Simms
Monkey
Make me look good
Beat the competition
Win awards
Innovation
Trend setting
Make a difference
Career advancement -
promotion
Lion
Data to back-up decisions
ROI
Credibility
Achievement
Results focussed
Money - justify pay rise
Dog
Build relationships
Trust
Collaboration
Teamwork
Loyalty internally and with
suppliers
Transparency
Audience: Marketing manager, Digital Marketing Manager

9. Top Tips from Becky Simms
● Once you understand what really drives their behaviour, what their
motivations are, you can start to truly understand intent.
● After conducting keyword research you should always map this to your
sales funnel. You can then go a step further and map the expected
motivations alongside the funnel.
● For example...

10. Top Tips from Becky Simms
How do I
measure SEO
effectiveness?
SEO Software
SEO Tools
SEO Tracking
SEO Software
reviews
Best SEO
software
Review of xxx
software
Awareness Discovery Intent Purchase
Monkey
Lion
Monkey
Lion
Monkey
Dog
Dog
Lion
Search
query
Sales
funnel
Motivations
Audience: Marketing manager, Digital Marketing Manager

11. Top Tips from Laurent Bourrelly
● Buyer Persona 101
● Hack the brain of your client
● A user called GoogleBot vs. the human user
● Smell the SERP
● Content Map : Offer meets Demand

12. Empathy Map

13. Top Tips from Christopher Hofman Laursen
● Use more tools - Avoid “THE favourite tool”
● Don’t guess the user intent of a keyword
● Understand the user's “uneducated guess”
● Don't accept when users got it wrong
● Look at the small user intent clues in Google Search Console

14. Tip #1:
Use more tools!

15. Tip #2:
Let Google categorize the sales funnel phase

16. Tip #3:
Look for the user’s “uneducated guess” for a solution

17. Tip #4:
Don’t accept
a wrong user
intent

18. Tip #5:
Look for the small clues to big insights in GSC

19. Thank you - over to Q and A
● All great tips from 3 experts
● Becky Simms - @BeckyReflect
● Laurent Bourrelly - @LaurentBourelly
● Christopher Hofman @HofmanLaursen

20. “Optimising for Local Search"
● Claire Carlile
● Fiona Soum
Tuesday 21st April 2020 @ 4 p.m. SEO Advice, tea and cake with...