This document discusses creating search engine optimization (SEO) strategies that are people-driven by understanding user intent. It outlines a 4-step process for human-centered SEO: 1) understand search intent through keyword research and analytics; 2) improve tools, features and navigation based on intent; 3) make content more helpful by answering questions and satisfying passive intent; and 4) use smart metadata and markup like titles, descriptions and structured data. The goal is to cater search results to what users want by understanding their intent and improving the overall experience.

1. Empathy Behind
the Algorithms
CREATING PEOPLE-DRIVEN SEO
Now What? Conference 2017 by @CHRIS_CORAK

3. vs.

7. Offsite spammy tactics

8. Difference between low and
high quality content

9. The entire
interconnected
experience

10. Voice, changing the tone
½ of teens + 41% of adults
use voice search daily

11. 15% of searches in Google have
never been searched for before

12. RankBrain, a machine learning
(artificial intelligence) technology

15. Google’s priority on mobile:
Mobilegeddon (AKA Mobile-friendly update)

17. Determining ranking factors
from your mobile UX first,
over desktop view

18. Behavioral data is
part of Google’s
algorithm and
these factors just
keep getting more
important.
@RANDFISH

20. Google doesn’t just give you search results
online, they track real life actions offline, too.
The takeaway: real life actions can impact your
search visibility.

21. If Google’s #1 goal is to give
people what they want, then
why would we cater to
algorithms instead of working
harder to make users happy?
#NOWWHAT17 - @CHRIS_CORAK

22. 4 key steps
GETTING STARTED WITH HUMAN-
CENTERED SEO

23. Step 1: Understand search
intent
WHAT IS
WHAT’S POSSIBLE
IDENTIFY THEMES

24. Understanding intent:
One method to improve
content quality + UX

25. Using search data to gain empathy

26. “Active intent is the intent that is explicitly
described by the query syntax…You MUST satisfy
active intent immediately.”
@ajkohn
Active Intent

27. “Passive intent is the intent that is implicitly
described.”
@ajkohn
Passive Intent

28. Helps us understand from
where and on what device
Seeing what is
in current state analytics

29. Helps us understand from
where and on what device
Google Search Console
to see how users are finding you now

30. On-site search analytics
to see what’s common or hard to find

31. Seeing what’s possible
throughout an entire industry

32. Choose your weapon
Moz Keyword Explorer
http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png
Link: Keywordtool.io

33. My favorite,
KeywordTool.io

34. How they capture the long tail

35. Test scenario:
Imagine we’re a provider of
Supplemental Insurance

38. Cost + Quotes

39. Validation

40. Taxable

41. Meaning

42. Local agents

43. Value

44. Themes we’ve identified
✓ Cost + Quotes
✓ Validation
✓ Taxable
✓ Meaning
✓ Local Agents
✓ Value

45. Step 2: Improve tools, features,
and navigation
HIGH LEVEL NAVIGATION
TOOLS + FUNCTIONALITY
CONTENT TOPICS

46. User intent data can help us win
budget, gain internal alignment, and
make changes that have the biggest
impact on our users.
#NOWWHAT17 - @CHRIS_CORAK

47. Search intent on “Supplemental Insurance”
Summing up the search
volume for each theme can:
✓ Prove value
✓ Help prioritize themes
THEMES OF INTENT
1.7 MILLION MONTHLY SEARCHES

48. Intent analysis informs
information architecture

49. Priority on Me, low priority on “Local Agent” intent

50. Higher priority on User, including “Local Agent” intent

51. High priority on “Local Agent” intent

52. “Local Agent” level content
boosting visibility in local search

53. 45% + in Organic traffic since

54. Satisfying “Value + Cost” intent
through interactive tools

55. Step 3: Make content
more helpful
ANSWER QUESTIONS
SATISFY PASSIVE INTENT
CREATE SEMANTIC RELEVANCE

56. SEO CMS Plugins
Only focus on keyword targeting

57. SEO Browser Extensions
Also offer no tips for optimizing for People

61. Gathering questions
Moz Keyword Explorer
http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png
Link: Keywordtool.io

62. Great for presentations

64. 57 Questions on
✓ Cost effective
✓ FDA approved
✓ Insurance
✓ Procedure
✓ Videos
✓ Pros + cons
✓ Duration
✓ Where
✓ Nerve damage?
✓ Types of
surgeries

65. Satisfying passive intent +
answering questions in content

66. Content for special circumstances

67. Content for special circumstances

69. 28% improvement in bounce rates
+ 53% increase in people asking for a quote

70. Step 4: Use smart metadata
and markup
TITLES
META DESCRIPTIONS
STRUCTRED MARKUP

71. Of traffic comes from
Organic Search. While
29% start directly on
your site.47%
CONDUCTOR, ENTERPRISE ANALYTICS STUDY

72. Not readable or helpful
Reads well and is extremely helpful
Ensure it’s Readable and Helpful

73. Helpful description
More marketing focused than UX
Ensure it’s Readable and Helpful

74. Structured markup

77. Entity optimization
How Google understands your brand

79. IMDB
An example in structured markup

80. Schema.org by type
Product
Local business
Reviews
Organization
Images & videos
More…
Healthcare & Medical
Finance & Banking
Real estate
Travel & tourism
Arts & music
Software
More…
Schema.org by industry

83. Impacting the appearance in search

84. Ratings / Reviews + Product markup
Event markup
Structured markup enhancing UX + CTR

85. Step #1: Markup your home page w/
Schema.org/Organization

86. “Organization” markup can influence
the Knowledge Graph

87. Download code + implement on home page:
> bit.ly/organization-markup-example
Start with the basics

88. Link to Google’s testing tool
> bit.ly/markup-testing-tool
Paste your code here to test

89. Step #2: Add semantic relevance,
research in-depth markup on Schema.org

90. People-driven SEO
THE WRAP UP

91. 4 key steps
GETTING STARTED WITH HUMAN-CENTERED SEO
1 – Understand search intent
2 – Improve tools, features and navigation
3 – Make content helpful
4 – Use smart metadata and markup

92. Takes a team to achieve a success SEO outcome
Successful
SEO
Outcome
Content
Dev / IT
UX
Design
Creative
Digital
Marketing
SEO
Expertise Region or
Business Unit
Stakeholders
Executive
Stakeholders
Analytics
Social
Media + PR

93. Staying up to speed in SEO
For latest news
https://www.seroundtable.com
Google patents + implications
http://www.seobythesea.com @iPullRank
A great article: moz.com/blog/the-
technical-seo-renaissance
Mike King on technical SEO

94. Real world application
Moz Blog
https://moz.com/blog
Whiteboard Friday
https://moz.com/blog/category/whiteboard-friday

95. SEOs with human considerations
Rand Fishkin
@randfish
moz.com/blog
AJ Kohn
@ajkohn
blindfiveyearold.com

96. Now What? Conference 2017, “Empathy Behind the Algorithms,” @CHRIS_CORAK
Questions?
www.onwardand.co