18 Mar AiroAV Malware Declares: How to Evolve Your Clients’ Content Strategy with Ever-Chan…
Search engines evolve constantly. So, too, should your clients’ content strategy.
With so many Google core algorithm updates rolling out, understanding the SERPs is now more crucial than ever.
On March 11, I moderated a sponsored Search Engine Journal webinar presented Idan Segal, Organic Growth Lead at Wix.com.
Segal offered actionable tips on how you can stay ahead of the curve when it comes to your clients’ content strategy.
Here’s a recap of the webinar presentation.
Why Intent Will Still Be Your Focus in 2020
While many things in the search landscape are evolving, intent will remain as an essential focus for SEOs and businesses this year.
Jeff Bezos said the following statement to his annual letter to Amazon shareholders back in 2017:
“One thing I love about customers is that they are divinely discontent. Their expectations are never static – they go up. It’s human nature. We didn’t ascend from our hunter-gatherer days by being satisfied. People have a voracious appetite for a better way, and yesterday’s ‘wow’ quickly becomes today’s ‘ordinary’. I see that cycle of improvement happening at a faster rate than ever before.”
As marketers, our goal is to educate our clients about the nature of SEO and how it works.
If our clients understand the complexity of the machine that we are facing – this ever-changing algorithm – then, it will be easier for us to carry out SEO campaigns.
Search intent can be segmented into three categories: Do – Know – Go, which then correspond to three types of queries:
- Transactional queries
- “Buy something.”
- Money-generating pages in the SERPs.
- Informational queries
- How-to/where/what keywords.
- Guides, blogs, resources, definitions.
- Navigational queries
- Reach a specific place.
- Typically branded content.
There are also several “sub-intents” worth mentioning including:
- Comparison intent: “Best”,”versus” or review content – typically found in affiliate sites.
- Local intent.
- Inspirational intent.
Mixed SERPs: Where It Gets Tricky
It gets tricky when you have mixed search engine results pages (SERPs) where you have a mixture of all intents.
For instance, looking up the query “cloud storage” will return informative and transactional results.
Software and online products tend to be much more complex and therefore we often see mixed SERPs.
The same type of SERPs can be seen with the query “ticketing system” where you’ll see five product results and four informative results.
A good tip would be to identify and prioritize queries with “Buy” intent to get better ROI.
Ask the Right Questions
When we talk about intent, we need to ask the right questions:
- What are the goals of my audience?
- What tasks do they want to accomplish?
- Why would they want this content?
- In what stage of the funnel are they in?
- How does it relate to other topics my audience care about?
You need to know your clients’ niches better than anyone and conduct thorough research so you can plan whether to create informative, transactional, or navigational content.
Own Your Queries
You need to give users the specific journey that they are looking for.
Identify whether you currently rank for branded queries that can potentially result in traffic and conversions.
One good example is promo codes. Many aggregator sites have for all sorts of companies. But you have a better chance of owning and ranking “Brand Name promo code” queries.
You want people to choose the promo code from your own property.
“I don’t want to call myself an SEO anymore. I feel more like a concierge of the web. When you’re lost, we’ll guide you to the best answer.” – Wil Reynolds, I’d Rather Be Thanked, Then Ranked / Mozcon 2017
What we need to do as marketers is to solve problems and bring great answers, even if it doesn’t sit well with our funnels.
Go the extra mile and supply a real solution.
And after giving them the perfect answer, you have the option to retarget them in a smart way.
Use SERP Hints to Improve Your Clients’ Strategy
Here are some tips to help you leverage the SERPs to enhance your clients’ content plan.
1. Learn From Your Competition
Someone probably already nailed it before you.
Research your clients’ top results on the SERPs.
If you dive into your competitors’ top results, you will understand what’s unique and how you can replicate their success.
2. Learn From Core Updates
Google works in mysterious ways. It rolls out core algorithm updates every so often.
Every core update holds surprises so make sure to take insights from each one of them.
Verify whether your website or vertical has been affected.
At the same time, don’t make rash decisions. It isn’t necessary to turn your strategy upside down whenever a core update rolls out.
3. Maximize the SERPs
Some SERPs are getting more local and it’s important to consider that when you’re making your estimations.
Aside from this, take advantage of other SERP features and placements including:
- Video carousel: Create videos for terms that trigger the video carousel.
- Affiliates: Affiliates are among the major players in the SERPs. If affiliates in your field are excluding you, then you’re doing something wrong.
- Sitelinks: When you Google a non-branded query and you see your result with four sitelinks below, you need to make sure that those pages give value, are optimized you and have the right internal linking to
your money pages.
Featured Snippets in a Post-Deduplication World
Bosses and clients want to know what the recent change in featured snippets means for their businesses.
So, are featured snippets still worth the effort?
The short answer is… yes!
The Wix team ran some internal tests comparing the average CTR of keywords receiving the featured snippet versus the first organic result.
They found that for product pages, having the featured snippets is still way valuable than ranking second.
Additionally, remember that the majority of voice search results are pulled from featured snippets so it’s still a big opportunity that…