1. Agenda
Overview
Identify Disconnects
Bridge the Gap
Using User Intent

2. Setting the Stage
 What is search intent?
 70% of users start with search engines for
information
 18 billion searches a month in January
(comScore)
 Search Engines are Tools for User Intent
 Keywords are Tools for Marketers
 1 in 4 searches are successful
• Some take 13 minutes to develop
 54 billion unsuccessful searches a year
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3. Where is the Disconnect?
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4. Changing Landscape – Unique, Sophistication
 70% of queries have no exact-
match keywords
 Queries are 3+ words…
• per Google = 54.5%
• per Hitwise = 35%
 20% of searches each day are
new or haven’t been
completed in the last 6
months
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5. …Disconnects cont’d
 Spam – Content Farms
 Limited Data
• Facebook
 Lack of targeted messaging and landing pages
 Ambiguity
• Linguistics, Branding, Seasonality, Geography
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8. Bridge the Gap – Categorize your Keyword List
Source: Seomoz.org
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9. Build Categories into Keyword Research Charts
Source: Seomoz.org
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10. Put User Intent to Work
 It’s statistically valid
 Understand human behavior
 Identifies important traffic and demand
 Drives Information Architecture
 Provides Content Model
 Guides SEO and PPC Strategy
 Fundamental shift: customers expect you to seek them out
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