User Research for SEO — Craig Harkins // CoStar
- Part 1 User Research for SEO — Craig Harkins // CoStar
- Part 2SEO as Product Management — Craig Harkins // CoStar
Show Notes
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03:34The importance of user research in SEOUser research is crucial in SEO because it helps identify user pain points and aligns business goals with user needs, resulting in better content strategies and improved website optimization. It also enables you to provide an end-to-end user experience, leading to better SEO dividends.
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06:22Leveraging customer service teams for user research in SEO content strategiesYou can speed up the content process by leveraging CS and support teams for user research data to inform SEO content strategies. By incorporating this data, businesses can create more targeted and effective FAQs, reduce support costs, and improve the overall user experience.
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10:32How to implement user research data within your teamsThe implementation of user research data within a team requires collaboration across different business units. Product management teams should work with UX and content writers to answer content questions and address user needs through a testing mindset.
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12:25Tips for adapting to using user research data and making it scalable in your teamPlatforms like usertesting.com can be used to run click preference tests before getting into full-on SEO A/B testing. You can also go through other user journeys by conducting customer interviews to get insights on the expected content and assets needed for your pages.
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16:17The future of content strategy in the age of AI and user researchUltimately, the focus should be on serving users content that meets their needs. When utilizing ChatGPT for content, it is crucial to ensure that the AI model is trained on current data and to evaluate how the generated content resonates with users to determine its value in your process.
Quotes
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"If you can tell the stories around user pain points, and deliver upon those user needs to achieve your business goals, that just makes it so much easier to prioritize your work." -Craig Harkins, Director of SEO and Content, CoStar
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"If we're providing that end-to-end experience with the user in mind, to help them accomplish their goal, that's going to lead to better dividends down the road for SEO." -Craig Harkins, Director of SEO and Content, CoStar
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"ChatGPT is not going to take content writer jobs if they're doing good content. It's not going to take content strategist jobs." -Craig Harkins, Director of SEO and Content, CoStar
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"If the content meets the user's needs, then who really cares how it's generated?" -Craig Harkins, Director of SEO and Content, CoStar
- Part 1 User Research for SEO — Craig Harkins // CoStar
- Part 2SEO as Product Management — Craig Harkins // CoStar
Up Next:
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Part 1User Research for SEO — Craig Harkins // CoStar
Craig Harkins, Director of SEO and Content at CoStar, talks about the impact of user research and product management in enterprise SEO. User research helps you understand what your customers are looking for on your website, which can guide your content strategy and help you create the right content for them. It offers faster and more meaningful clues than traditional keyword research. Today, Craig discusses user research for SEO.
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Part 2SEO as Product Management — Craig Harkins // CoStar
Craig Harkins, Director of SEO and Content at CoStar, talks about the impact of user research and product management in enterprise SEO. Product management and SEO are two crucial components that must work hand in hand for successful SEO outcomes. However, there's a common misconception that SEO should belong to either marketing or product teams. Today, Craig discusses enterprise SEO and its impact on product management.
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