Tailoring your SEO strategy to user behaviour

1. Tailoring your SEO
strategy to user behaviour
Joanna Beech | Deloitte
SLIDESHARE.NET/JoannaBeech

2. Joanna Beech
Aries
Worked in both Agency and
Client-side
Manager – Deloitte

3. Introduction
We have moved on from just targeting
your primary keywords and hoping for
the best, we need to ensure our
strategy's are hitting the user at every
point of the user journey.

4. Introduction
From ‘conversion’ tracking the user
journey behaviour is easier, therefore
we will be looking at the ‘exploration’
stage.
Some ‘exploration’ stages vary quite abit
from a few minutes to 3-6 months

5. Key Takeaways
• Identify key parts of the ‘exploration’ stage of the
user journey
• Which type of content is best suited for different
stages of the user journey
• How to use the data available to identify key steps
in the exploration stage of the user journey

6. 6 | Member firms and DTTL: Insert appropriate copyright
[To edit, click View > Slide Master > Slide Master]
6 | Copyright © 2021 For information contact Deloitte Global.
Why do we do this?
• We can ensure our websites are
producing content for every stage
(even if it is not on your website)
• Giving you the best chance of a
conversion

7. Example: KIT
KIT is a Clienteling
Software for Retail
Has a long
complicated
exploration stage
*A conversion on the KIT site is a form submission

8. Primary Keywords:
•Clienteling
•Assisted Selling
•In-store Technology

9. Where we started

11. Conversion
Exploration
Clienteling
Software
Website
Landing pages

12. What did we do?
• Optimised key landing page using the primary
keyword ‘Clienteling Software’
• Continuously monitor our rankings and target using
various technics such as external blog posts, social
media and PPC

14. Conversion
Exploration
Clienteling
Software
Website
Landing
pages
‘Clienteling Tips’
‘Why is Clienteling
important’
Outreach
Article
Blog posts
Whitepaper

15. What did we do?
• Looked at online publications that had a high
Domain Authority in the retail space that our ‘ideal
personas’ went to
• Published a co-writed whitepaper that will be on
their website and emailed to their readership
• Also shared on their social media

17. Conversion
Exploration
Clienteling
Software
Website
Landing
pages
‘Clienteling Tips’
‘Why is Clienteling
important’
Outreach
Article
Blog posts
Whitepaper
‘What is
Clienteling’
‘Client Telling’
Outreach
Article
Blog posts
Whitepaper

18. What did we do?
• We want to be present when
users are learning about
Clienteling
• Online whitepaper with Retail
Publication
• Publish articles on other online
publications

19. Your headline goes here when you’re ready
In Summary
 Look at the related search terms to your
primary keywords to identify stages of the
exploration stage
 Don’t just think about your own site, there is
value posting content on other sites
depending on the stage the user journey

20. Joanna Beech
Manager – Deloitte
jbeech@Deloitte.co.uk