A webinar presentation I prepared for Etohum startups on 12/2/2015. This webinar originally started as a presentation on "how to get more high quality traffic". As I was working on this topic and checking conversion analytics, I realized that a big percentage of my conversions are driven by search traffic (SEO). I'm sure most people want more search traffic for their businesses so I've focused this presentation on how you can get more high quality search traffic for your business. In this presentation, you'll learn about what SEO has become in 2015, how to launch your own SEO-driven content, and what metrics you should be measuring your SEO content with.

1. How to get high
quality search traffic
@bernardjhuang

2. I am Bernard Huang
I’m currently a SEO & SEM consultant at Mushi Labs.
I was the growth hacker at 42Floors where I focused
on driving tons of organic traffic to our website.
You can find me at @bernardjhuang.
Hello!

3. Agenda
1. What is high quality search traffic?
2. State of SEO in 2015
3. What is content?
4. How to run a SEO-driven content campaign

4. What is high quality search
traffic?
People who come from an organic search channel to your website that
convert.
1

5. High quality search
traffic is different for
every business.

6. I want more ________.

7. More people buying
stuff from me.

8. More pageviews and
leads for businesses in
my directory.

9. More people reading
and sharing my
content.

10. More people reading my
content and clicking on
my affiliate links.

11. More people paying for
my SaaS.

12. More people reading
and subscribing to my
emails.

13. High quality
search traffic
=
People who
come from
organic
search that
convert.

14. The State of SEO in 2015
Focus on satisfying the user and all else will follow.
2

15. https://www.google.
Google’s original mission

16. From a 2015 Moz Survey
150 search experts
were asked to weigh
the impact of ranking
signals for SEO.
6 of the top 8 factors
are related to satisfying
user intent with good
user experience.
https://moz.com/search-ranking-factors/survey

17. 4 of the top 5 ranking
factors were related to
backlinks.
The other top ranking
factor was keyword
usage.
This is drastically different
than what search experts
were saying in 2009
https://moz.com/search-ranking-factors/2009

18. Creating
content that
satisfies a
user’s search
intent.
Current SEO =

19. Good News
● Content that satisfies a
user’s search intent will
organically rank despite
having limited backlinks,
social signals or domain
authority.
Bad News
● Content that satisfies a
user’s intent is more time
consuming and
expensive to produce
compared to creating
keyword-stuffed
content.
Good news and bad news

20. What is content?
Just about anything that is published online.
3

21. Content can be...

22. Your product

23. Information about your business

24. User generated

25. Articles

26. Videos

27. Tools

28. Data

29. ● Your product
● Information about your business
● User generated
● Articles
● Videos
● Tools
● Data
● And just about anything published online.
Content can be:

30. Ultimately,
people are on the
internet to consume
content.

31. But, how do we
connect this with this?

32. SEO-driven content
Content created
specifically to target
what people are
searching for.
[how to play guitar]

33. To get high quality search
traffic, create content
that fulfills the searcher’s
intent.

34. How to run a SEO-driven
content campaign
Figure out what people are searching for and create content that
solves their problems.
4

35. SEO-driven content campaign
keyword
research
content
creation

36. Keyword research is the most important part of a
SEO-driven content campaign because it
● calculates an approximate amount of search
traffic you expect to capture
● identifies the high intent keywords that are
most likely to drive conversions
● defines what your content is going to be about
Keyword research

37. Keyword research (example)
● Get ideas on how to
target the keyword
[email marketing].
● Ubersuggest takes
Google’s search
suggestions and
makes a list of the
top 10 keyword
suggestions.

38. Keyword research (example)
● Use Google’s
Keyword Planner
Tool to get search
volume data on the
list of keyword ideas
from Ubersuggest.

39. ● Export as CSV and
figure out which
keywords are
relevant for your
business and group
them into content
categories.
Keyword research (example)

40. ● The content categories define what types of
content people are looking for and the
keywords now define sub-headers in the
content.
● You must now carefully craft content that
satisfies the user’s intent.
Content creation

41. [how to play a guitar]
● Google cares a lot
about giving users a
great search
experience.
● If the search query is
better resolved with a
local search result or
video, then they’ll
display it.
Content creation (cont.)
[lunch]

42. So the question is, would
you be satisfied with your
own content given the
keywords you’re
targeting?

43. If someone visits your content from the search
results page of a search query and it doesn’t
satisfy their needs…
● Google will know that they came back to the
search results page, clicked on another result,
and if that result satisfied the user’s intent.
Content creation (cont.)

44. Google
analytics
view of
organic
traffic by
landing page

45. “It appears
that people
are satisfied
with the
result”

46. “Hmmm, I
don’t know
about
these…”

47. See a
correlation
between
engagement
metrics and
search traffic?

48. ● Focus on satisfying the user and all else will
follow.
● Use keyword research to drive content
creation and identify high intent keywords.
● Google is using user engagement metrics to
grade how good your content is in
comparison with everything it’s indexed.
Concluding thoughts

49. Any questions ?
You can find me:
◉ @bernardjhuang
◉ bernard@mushilabs.com
◉ mushilabs.com
Thanks!