what? how? why? building query personas to power your content strategy
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@simmonet#DSDC
With faith, thereare no questions; without faith, there are no answers.
~ Yisroel Meir Ha-Cohen
@simmonet#DSDC“best orange Frisbee”
• 26 yr-old single male• Wears sunglasses• Lives in Nashville• Likes hats
@simmonet#DSDC“best orange Frisbee”
• 56 yr-old married male• Wears glasses• Lives in Cleveland• Likes hats
@simmonet#DSDC
Fundamental(Personalization) Location, prior behavior, click behavior, device
How does work?
@simmonet#DSDC
FundamentalA query is a query is a query is a query is a query is a query…
How does work?
@simmonet#DSDC
Content Strategy – What Are Your Goals?Get TrafficBuild trust: Return visits / ‘brand’ designation (brand name searches) Demonstrate expertise: User satisfaction (dwell time, SERP CTR, query mod) Inspire authority signals: Engagement, social activity / mentions, links (citations)
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Content Strategy - GoalsUnderstand user intent so you can satisfy that intent & then show up in search results(as best answer)
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I’m not sure whyI’m not sure whereI’m not sure whatI’m not sure howI’m not sure how much
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IF you can…Position zero answer box and / or featured snippet + voice search potential
@simmonet#DSDC
IF you can…Position zero answer box and / or featured snippet + voice search potential
Winning!
@simmonet#DSDC
Answer Box Analysis• 7.6 Million Keywords• 20% triggered by top 25 words
• How, What, Who• Best, Top• Where, When• Does, Is
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Answering Intent• The right query persona• The best medium• Formatted for users (& bots)• The most relevant answer• Satisfy the query
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Trivia Query PersonaBroad queries for current information, entertainment, distraction, without definitive intent to do anything about it
What’s the weather like?How tall is Big Bird?
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Trivia Query PersonaBroad queries for current information, entertainment, distraction, without definitive intent to do anything about it
What’s the weather like?How tall is Big Bird?Searching for:
Any cat meme ever made(fun. fun. fun.)
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Trivia Query Persona• Use to build trust & brand• Answer questions related to your industry• Have some fun (if brand-aligned)• Demonstrate expertise• Include question you’re answering!
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Superlative Query PersonaQueries that seek to narrow down a potentially broad set to a curated set using superlative adjectives.
What is the best mountain bike?Top search conferencesWho is the worst actor on TV?Funniest cat videos
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Superlative Query Persona• Use to build trust & brand• Comparatives / ranking related to your industry• Internal link to relevant resources• Leverage tables / headers to display• Images / infographics work for social
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Traveler Query PersonaExact query of event, location, place, store, movie theater etc. Also ‘near’ queries
Where is Virginia BeachNearest Best BuyDigital Summit DC
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Traveler Query Persona• Schema is your friend• Places, Points of Interest,
Events, Addresses
www.schema.org(Schema goes beyond just locations)
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Traveler Query Persona – ‘near’
• Google my Business• Use ‘near’, ‘nearby’ with
Points of Interest in titles / content body
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Action Jackson Query PersonaQuery that seeks knowledge to learn or improve activeuse of product, talent, ingredients, and / or skills
How to catch bigger fishMaking shepherd’s pieRunning 4 minute mileHow to do a wheelie
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“how to do a wheelie”
• People also ask• Related searches
Research to mine more queries
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Action Jackson Query Persona• Use to build trust & brand• Leverage idea medium
(usually video)• Ensure copy exists
alongside interactives• Step-by-step works great!• Include ’how to’ title
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Hunter / Gatherer Query PersonaQueries for a distinct need; unfiltered and inexact, initial stage of answering what to do, when to go, what to buy etc.
Red bikeWinter vacation spotsList of search conferences
Can be satisfied with ‘how to’ informationDoesn’t need ‘ranking’ or superlatives
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Hunter / Gatherer Query Persona• Use to build trust & brand• Expert information• Quotes, links, facts, lists• Leverage tables / headers to display• Long form content works too!
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There’s Lots More Query Types• Many types of intent• Review questions asked
• Customers• Employees• Searchers• Visitors
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Questions?4 Tools I use• SEM Rush
• Filter by question types
• Look for featured snippets
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Questions?4 Tools I use• SEM Rush
• Filter by question types
• Look for featured snippets
http://go.homes/BGAD
@simmonet#DSDC
Questions?4 Tools I use• SEM Rush• Google Search Console
• Filter by question types • Traffic means rank
@simmonet#DSDC
Questions?4 Tools I use• SEM Rush• Google Search Console• Answer the Public• Twinword
@simmonet#DSDC
Query Persona Content Strategy• Research queries• Understand the intent behind the query
• Query personas• Context of query
• Answer the query• Research other answers• Be better J
• Choose best / better medium• Format for users (and bots)• Satisfy the query (perfectly)