How To Optimize SEO Landing Pages for Search Intent @ BrightonSEO Autumn 2021

1. How To Optimize SEO Landing
Pages For Search Intent
Clarissa Filius | Booming
https://www.slideshare.net/clarissafilius
@clarissafilius

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
@clarissafilius
/in/clarissafilius
Who am I?
● Sr. SEO Specialist at
Booming
● Almost a decade in
SEO
How To Optimize SEO Landing Pages For Search Intent | Who am I?

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
“You should optimize
pages for search
intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Informational Navigational Investigational Transactiona
l
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
“I want to
know”
“I want to
go”
“I want to
choose”
“I want to
buy”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
So we can
cluster our
keywords
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
And scan the
SERP to find
which content
ranks best
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
But…
Optimizing for intent is
not ONLY about
improving rankings
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
It should
also be
about
conversion
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
It’s about matching
everything on the
page with search
intent
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Going
page by
page with
>500
pages….
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How do you
implement this (at
scale)?
So the question is..
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
1
Mapping
keywords by
intent
2
Analyze data to
find
opportunities
3
Create page
templates
4
Technical
implementation
“SIO-PROCESS”
Search Intent Optimization
How To Optimize SEO Landing Pages For Search Intent | “SIO-process”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Mapping keywords by
intent
Step 1
How To Optimize SEO Landing Pages For Search Intent | “You should optimize pages for search intent”
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Informational Actional Navigational Investigational Transactional
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
You get the idea..
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Automate clustering to
save time Easy with this
formula in Google
Sheets
Download Google Sheets Template >
booming.nl/bseo21
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Analyze data to find
opportunities
Step 2
How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Map URLs by intent and
cluster
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”
How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Analyze
traffic and
conversio
n per
cluster and
intent
Goldfish
Pets
Pets
Goldfish
Aquarium
Goldfish
Goldfish
Use the “Google Sheets Connector”
to get intent + clusters in GDS
Goldfish
Pet
Pet
Goldfish
Aquarium
Goldfish
Goldfish
Aquarium
Pet
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Make sure
you track all
conversion
goals
Downloads, forms,
completed tests,
leads, calls
e-comm sales etc.
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Intent + cluster
high traffic + low CR
=
Opportunity spotted
How To Optimize SEO Landing Pages For Search Intent | “1. Mapping keywords by intent”
How To Optimize SEO Landing Pages For Search Intent | “2. Analyze data to find opportunities”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Create page templates
with SEO and CRO best
practices
Step 3
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Team up with
your CRO
specialist (if
you have one)
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
First touch
Brand
touch
Decisio
n
Problem
touch
Consideration
Informational Actional Navigational Investigational Transactional
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Intent = Informational
Where are they in the
buyer journey?
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Intent Page type
Informational Content page / Blog
Actional Content page / Blog
Investigational Comparison page
Navigational PLP, Local page
Transactional PLP, SDP
Define page type per intent
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”
Bullet lists are
relevant on
informational
pages

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Conversion
goals differ per
intent (and
cluster)!
Intent Conversion goal
Informational Informational lead magnet (eg.
PDF, Ebook, webinar, calculator
etc.)
Actional Actional lead magnet (eg.
interactive test, instruction
manual, Ebook)
Investigational Book appointment
Buy product / service
Navigational Book appointment
Buy product / service
Transactional Buy product / service
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Users
searching for
“informational”
queries are
NOT yet ready
to buy
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Offer
information
and generate
leads
Conversion goal
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Include persuasion elements
Social proof (eg. reviews, total
downloads)
Authority (eg. author, logo’s,
certifications)
etc…..
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
How To Optimize SEO Landing Pages For Search Intent | “3. Create page templates with SEO and CRO best practices”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Create a technical
set-up to implement at
scale
Step 4
How To Optimize SEO Landing Pages For Search Intent | “4.Create a technical set-up to implement at scale ”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Use
shortcodes to
add
conversion
blocks
https://wordpress.org/plugins/shortcoder/
How To Optimize SEO Landing Pages For Search Intent | “4.Create a technical set-up to implement at scale ”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Don’t make
it worse!
https://developers.google.com/web/tools/lighthouse
https://validator.schema.org/
How To Optimize SEO Landing Pages For Search Intent | “4.Create a technical set-up to implement at scale ”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
More goals reached!
Interactive
test included
on actional
pages
PDF download
included on
informational pages
How To Optimize SEO Landing Pages For Search Intent | “4.Create a technical set-up to implement at scale ”

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@clarissafilius #brightonSEO
How To Optimize SEO Landing Pages For Search Intent
Key takeaways:
● Every landing page should drive
conversion
● People searching for informational
queries are NOT yet ready to buy
● Create page templates for scalable
implementation
How To Optimize SEO Landing Pages For Search Intent | “Key takeaways”

40. Thank you!
@clarissafilius
/in/clarissafilius
booming.nl/bseo21