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-to-one keyword optimizations 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.

Episode Summary

  • ·"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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