Search Engine Optimization

Search Engine Optimization (SEO)
Search engine optimization (SEO), according to our definition, is: The

process of optimizing a website – as well as all the content on that website
– so it will appear in prominent positions in the organic results of search
engines. SEO requires an understanding of how search engines work, what
people search for, and why and how people search. Successful SEO makes a
site appealing to users and search engines. It is a combination of technical
and marketing.
Before we can understand why search is important, we need to take a step

back and understand why people search.
Why People Search
Today’s searchers search to solve problems, to accomplish tasks, and to

“do” something. They might be searching to book a flight, buy something,
learn the latest Taylor Swift lyrics, or browse cat photos – but these are all
actions or, as Gates referred to them as verbs.
When a user starts a search, they’re really starting a journey. Marketers love
to talk about something called “the consumer journey.” It’s just a fancy way
of referencing a user’s path from the inception of their task to the
completion – and most of these journeys start with a search.
The Evolution of Search & the Consumer Journey
In order to fit this new model, search has had to evolve from simply words
on the page to understanding the user intent at each phase of the journey.
Search is no longer just about keywords, but has evolved into providing the
right content to the right user at the right time in their journey to help
them accomplish their task. For the users, it’s all about the verbs. For search
marketers, it’s all about helping the user on their journey (and, ideally,
influencing them a bit along the way.)
Sticking with the crazy straw model, today’s consumer journey no longer
happens on a single device. Users may start a search on their mobile device,
continue researching on their tablet or work laptop, and ultimately
purchase from their desktop at home.
Users can now search from a variety of devices, including watches, smart
glasses, bluetooth speaker assistants, and even kitchen appliances - and
search marketers need to be cognizant of how various devices relate to
each other and play a part in a user’s search experience
Today’s SEO focuses on:
Understanding personas
Data-driven insights
Content strategy
Technical problem-solving
The 3 Main Tenets of Any Marketing Strategy or Campaign
Search touches all three of these areas: 1. Attract. 2. Engage. 3. Convert.
Good SEO Today
A good SEO can not only focus on content, but also help:
Navigate through multiple versions of the same page

Solve tech issues that render content invisible to search engines
With proper server settings
Integrate with social media, content, creative, user experience, paid
search, or analytics.
Find ways to speed up your site
So Why Is Search Important?
Search matters because users matter. As technology continues to evolve,

SEOs will constantly deal with new ways of searching, new devices to search
on, and new types of searches (like voice search, or searches done by my
oven) but the one thing that will remain constant is why people search. The
verbs aren’t going away.
To a certain extent, a lot of SEO is a numbers game. We focus on •

Rankings. • Search volumes. • Organic traffic levels. • Onsite conversions.
The Science Behind Intent
In 2006, a study conducted by the University of Hong Kong found that at a

primary level, search intent can be segmented into two search goals.
1) That a user is specifically looking to the find information relating to

the keyword they have used (i.e) users have a narrow search intent
and don’t deviate from this – Specific Users
2) That they are looking for more general information about a topic (i.e)
user may have a wider scope around a specific topic or topics –
Exhaustive Users
Google & Search Intent
There have been a lot of studies conducted into understanding the intent behind a query; and this is
reflected by the types of results that Google displays. For Example - if a user is searching for a specific
store (e.g., Walmart), they are most likely to be looking for their nearest Walmart store, not the brand’s
head office in Arkansas.
The Search Quality Rating Guidelines echo this. Section 3 of the guidelines details the “Needs Met Rating
Guidelines” and how to use them for content. The scale ranges from Fully Meets (FullyM) to Fails to
Meet (FailsM) and has flags for whether or not the content is porn, foreign language, not loading, or is
upsetting /offensive.

Search Engine Optimization

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Search Engine Optimization (SEO)

Search engine optimization (SEO), according to our definition, is: The

Before we can understand why search is important, we need to take a step

Why People Search

Today’s searchers search to solve problems, to accomplish tasks, and to

The Evolution of Search & the Consumer Journey

Today’s SEO focuses on:

Search touches all three of these areas: 1. Attract. 2. Engage. 3. Convert.

Good SEO Today

Navigate through multiple versions of the same page

So Why Is Search Important?

Search matters because users matter. As technology continues to evolve,

To a certain extent, a lot of SEO is a numbers game. We focus on •

In 2006, a study conducted by the University of Hong Kong found that at a

1) That a user is specifically looking to the find information relating to

Google & Search Intent

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