Optimizing for user intent — Sebastien Edgar // Square

Global SEO Lead at Square, Sebastien Edgar, wraps up discussions on SEO localization and intent. Understanding user intent is already a complicated issue. Add a language barrier, and it can seem near impossible. Today, Sebastian explains how to optimize for user intent in your SEO globalization efforts.
About the speaker

Sebastien Edgar

Square

- Square

Square helps millions of sellers run their business-from secure credit card processing to point of sale solutions.

Show Notes

  • 01:42
    Optimizing for user intent in different countries
    In terms of products and services, SEO is really about understanding the mix of transactional and informational queries used in the specific market.
  • 04:42
    Optimizing for intent without keyword optimization
    Things should be looked at from a topical perspective. Its more about how diverse you can be with your keywords in relation to your business or products.
  • 06:54
    Why you shouldnt focus on one
    Google understands semantically related terms. Beyond language, Googles main focus is intent. Its about ensuring that the content is localized appropriately.
  • 09:38
    Understanding semantic relationships
    Observe the markets responses to informational and transactional content from competing websites. Also, determine how Google ranks the SERP based on your direct competitors.

Quotes

  • "Figuring out user intent is literally what every single SEO should be doing." -Sebastien Edgar, Global SEO Lead, Square

  • "If you look at SERP diversification for specific products and specific queries, Google is showing 60% informational and 40% transactional." -Sebastien Edgar, Global SEO Lead, Square

  • "Searchmetrics worked on SAAS companies. They were getting their revenue from 10 keywords...and you better make sure that you rank number one for these 10 keywords." -Sebastien Edgar, Global SEO Lead, Square

  • "Google, in Latin or Anglo-Saxon languages, is very good at understanding semantically related terms." -Sebastien Edgar, Global SEO Lead, Square

  • "Google still has difficulty understanding keywords that are 1, 2, or 3 words long; and understanding when it stops being a keyword. Because it's not able to use spacing as an indicator." -Sebastien Edgar, Global SEO Lead, Square

  • "It's understanding each of these market nuances that's going to make just a massive difference in terms of your targeting strategy by country." -Sebastien Edgar, Global SEO Lead, Square

About the speaker

Sebastien Edgar

Square

- Square

Square helps millions of sellers run their business-from secure credit card processing to point of sale solutions.

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