1.
How to Use Search Intent to
Dominate Google Discover
Felipe Bazon | Hedgehog Digital
SLIDESHARE.NET/FELIPESPLINTER
@SEOBAZON

2.
Google Discover
Discover surfaces content
primarily based on what
Google’s AI/ML systems
believe to be a good
match with a user’s intent.
Source: Google Search Central

3.
HOW IS GOOGLE DISCOVER
CHANGING THE SEO GAME?
@SeoBazon #BrightonSEO

4.
By creating an even bigger intersection
between SEO and Content Marketing

5.
By forcing us SEOs to
incorporate the concept
of Personas once and
for all in our strategies.
@SeoBazon #BrightonSEO

6.
By making search intent
more important than ever.
Source: Hedgehog Digital Blog
@SeoBazon #BrightonSEO

7.
By generating a unique
type of engagement
between consumers
and brands.
@SeoBazon #BrightonSEO

8.
By becoming a substantial
source of organic traffic…
@SeoBazon #BrightonSEO

9.
HOW TO OPTIMISE FOR
GOOGLE DISCOVER?
@SeoBazon #BrightonSEO

10.
Source: SEJ
@SeoBazon #BrightonSEO

11.
Source: SEJ
@SeoBazon #BrightonSEO

12.
Source: Google Search Central
@SeoBazon #BrightonSEO

13.
Results were far from great!
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

14.
@SeoBazon #BrightonSEO

15.
Source: Web Stories on Google
@SeoBazon #BrightonSEO

16.
We had tested it previously …
@SeoBazon #BrightonSEO

17.
But we couldn’t
figure it out where
that traffic was
coming from!
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

18.
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

19.
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

20.
@SeoBazon #BrightonSEO
@SeoBazon
@SeoBazon #BrightonSEO

21.
HOW TO USE SEARCH INTENT
TO OPTIMISE FOR
GOOGLE DISCOVER
@SeoBazon #BrightonSEO

22.
Client: Brazilian Right Move
Challenge: Build qualified audience
to their blog
Strategy: Informational content to
help people make take the right
decision before renting a house.
@SeoBazon #BrightonSEO
Intent to Rent a Dream House / Flat

23.
Intent to Rent a Dream House / Flat
Content Clusters:
• Best Cities in (State)
• Safest Cities in (State)
• Safest Neighbourhoods in (City)
• Best Schools in (City)
• Interior Decoration Tips
@SeoBazon #BrightonSEO

24.
Intent to Rent a Dream House / Flat
@SeoBazon #BrightonSEO

25.
Intent to Rent a Dream House / Flat
@SeoBazon #BrightonSEO

26.
Intent to Rent a Dream House / Flat
@SeoBazon #BrightonSEO

27.
GOOGLE WEB STORIES
OPTIMISATION TIPS
@SeoBazon #BrightonSEO

28.
Source: https://www.slideshare.net/FelipeSplinter/google-discover-optimisation-with-google-web-stories
@SeoBazon #BrightonSEO

29.
GOOGLE WEB STORIES
BONUS TIP
@SeoBazon #BrightonSEO

30.
SEO
Consistency & Frequency
@SeoBazon #BrightonSEO

31.
@SeoBazon #BrightonSEO
Consistency & Frequency

32.
DESIGN & SEO
Create attractive Poster
Page for greater CTR
@SeoBazon #BrightonSEO

33.
Poster Page = Higher CTR
@SeoBazon #BrightonSEO

34.
DO GOOGLE WEB STORIES
APPEAR IN GOOGLE.CO.UK?
@SeoBazon #BrightonSEO

35.
@SeoBazon #BrightonSEO
Source: SEMrush

36.
@SeoBazon #BrightonSEO
Source: SEMrush

37.
@SeoBazon #BrightonSEO
Source: SEMrush

38.
@SeoBazon #BrightonSEO
Source: SEMrush

39.
@SeoBazon #BrightonSEO
Source: SEMrush

40.
Source: Hedgehog Digital Blog
@SeoBazon #BrightonSEO

41.
THANK YOU!
Felipe Bazon
@SeoBazon
@seobazon
@SeoBazon #BrightonSEO