I was going to talk entirely about keyword intent, but realized I wanted to actually give attendees my entire process for growing blog traffic with SEO. It starts with the keyword research and walks through the overall process all the way to updating and maintaining content.

1. Optimizing for Keyword
Intent Explained (Really)
Dan Shure - Evolving SEO
Experts on the Wire Podcast

2. FIRST: A CONFESSION

6. Talking about Keyword Intent at Agents of Change a few weeks ago

7. Optimizing for Keyword
Intent Explained (Really)

8. Optimizing for Keyword
Intent Explained (Really)

11. MY TOP TO BOTTOM
SEO + BLOG GROWTH
PROCESS
(and still some great stuff about keyword intent)
(trust me you’ll luv it)

14. To yield a result you need the right recipe and ingredients

15. To yield a result you need the right recipe and ingredients
“Give me traffic” -Noah

16. I want you to Publish blog posts & articles
that grow your traffic.

17. (without link building)
“Who wants to do link
building? YUCK”
I want you to Publish blog posts & articles
that grow your traffic.

18. 1. Root Keywords
2. Exact Topics
3. Prioritize
4. Outline
5. Post
6. Analyze
7. Update
MY TOP TO BOTTOM SEO + BLOG GROWTH PROCESS

19. PART ONE: CREATE A LIST OF ROOT TOPICS

20. PART ONE: CREATE A LIST OF ROOT TOPICS
● Broad
● High Volume (1,000+)
● High Competition
(generally)
● 1-2 words

21. PART ONE: CREATE A LIST OF ROOT TOPICS

22. PART ONE: CREATE A LIST OF ROOT TOPICS

23. PART TWO: FIND SPECIFIC TOPICS IN THE
MID-TAIL AND LONG-TAIL

24. PART TWO: FIND SPECIFIC TOPICS IN THE
MID-TAIL AND LONG-TAIL

25. PART TWO: FIND SPECIFIC TOPICS IN THE
MID-TAIL AND LONG-TAIL

26. PART TWO: FIND SPECIFIC TOPICS IN THE
MID-TAIL AND LONG-TAIL
❏ Volume - usually 10-1,000 monthly searches
❏ Has one or more of these “ranking gaps”
❏ Relevance
❏ Authority
❏ Quality
❏ Aligns with business / marketing goals / expectations
❏ Leads
❏ Sales
❏ Branding
❏ Is NOT a “fact intent” search
❏ You can create a HIGH quality piece of content

27. PART TWO: FIND SPECIFIC TOPICS IN THE
MID-TAIL AND LONG-TAIL
❏ Volume - usually 10-1,000 monthly searches
❏ Has one or more of these “ranking gaps”
❏ Relevance
❏ Authority
❏ Quality
❏ Aligns with business / marketing goals / expectations
❏ Leads
❏ Sales
❏ Branding
❏ Is NOT a “fact intent” search
❏ You can create a HIGH quality piece of content
-> Live Demo - “piano apps for ipad”

28. PART TWO: FIND SPECIFIC TOPICS IN THE
MID-TAIL AND LONG-TAIL
❏ Volume - usually 10-1,000 monthly searches
❏ Has one or more of these “ranking gaps”
❏ Relevance
❏ Authority
❏ Quality
❏ Aligns with business / marketing goals / expectations
❏ Leads
❏ Sales
❏ Branding
❏ Is NOT a “fact intent” search
❏ You can create a HIGH quality piece of content
❏ Has informational intent <--- what dan?
-> Live Demo - “piano apps for ipad”

29. “Always Be C....?”

30. “Always Be
Categorizing your
keywords by intent.”
:)

31. THREE BASIC TYPES OF KEYWORD INTENT
1. Do (Transactional)
2. Know (Informational)
3. Go (Branded)

34. Fact Intent
Avoid these!

35. PART THREE: PRIORITIZE

36. PART THREE: PRIORITIZE

37. PART THREE: PRIORITIZE
One month of organic traffic

38. PART THREE: PRIORITIZE W/ TRAFFIC ESTIMATES
SEMrush - 15 Days Free - http://www.evolvingseo.com/semrushtrial

39. PART THREE: PRIORITIZE W/ TRAFFIC ESTIMATES

40. PART FOUR: Before You Actually Write - PLAN

41. Use SERP Research to create a traditional outline

42. Use SERP Research to create a traditional outline

43. Example
outline
What are the
sections?
Where should
they go?
How Long should
they be?

44. 1. Text
2. Video
3. Images
- GIFs
- Infographics
4. Audio
5. Tool / App / Something Interactive
6. Mixed / Hybrid
Use SERP Research to plan content Mediums needed

47. Pssssst.... think about
creating audio versions
of your text content
Example:
https://www.drift.com/blog/what-is-p
roduct-marketing/

48. PART FIVE: CREATE! (and Common Mistakes To aVoid)

49. Put answer to query at the TOP of your content
My advice to clients,
always

50. Make headings CLEAR (don’t sacrifice clear for clever)
Make what happen?

51. Every heading from a Healthline.com article about “carb cycling” - clear!!
Make headings CLEAR

52. Healthline also makes content easy to scan and consume
Make content easy to scan

53. Don’t link to “popular posts” - Related
and “Read Next” MUCH Better

54. Student Loan Hero addresses fears,
concerns, doubts up front.
Address fears,
concerns, doubts,
objections up front.

55. “But Dan.... where do I put the
KEYWORDS???”
- Every client ever

56. 1. Title Tag
2. URL

57. PART SIX: ANALYZE

58. PART SIX: ANALYZE - track rankings
Authority Labs

59. PART SIX: ANALYZE - collect keyword data
Search Console - queries for one specific page - check out Cyrus Shepards “single best SEO tip” -
https://moz.com/blog/single-best-seo-tip-for-improved-web-traffic

60. PART SIX: ANALYZE - learn

61. PART SEVEN: Keep It UPDATED

62. PART SEVEN: Keep It UPDATED
1. Fix Links
2. Update Screenshots
3. Add new data/research
4. Use learnings from metrics to improve
5. Do this every 6-12 months for top performing content

63. OVERHAULING OLD CONTENT - ADVANCED

64. OVERHAULING OLD CONTENT - ADVANCED
1. Write a completely new version
2. Copy and paste old version to a noindexed page
3. Paste new version into original blog post (keeping the URL the same)
4. Link TO the archived version from the updated content
5. Link FROM the archived page to the update version

65. OVERHAULING OLD CONTENT - ADVANCED

66. OVERHAULING OLD CONTENT - ADVANCED

67. OVERHAULING OLD CONTENT - ADVANCED

68. OVERHAULING OLD CONTENT - ADVANCED

69. OVERHAULING OLD CONTENT - ADVANCED

70. 1. Root Keywords
2. Exact Topics
3. Prioritize
4. Outline
5. Post
6. Analyze
7. Update
MY TOP TO BOTTOM SEO + BLOG GROWTH PROCESS

74. Top “20%” of
posts lead to
“80%” of the
traffic

75. Check out my video on the
80/20 SEO Growth
Strategy:
http://bit.ly/8020seo

76. Connect with me
@dan_shure
www.evolvingseo.com
www.evolvingseo.com/wire
Experts on the Wire Podcast