This year, the Cludo team had the opportunity to visit Progress’ annual conference, ProgressNEXT 2019. The event has been a great experience, filled with seasoned professionals excited to talk about modern app development and the growing Progress product portfolio. (There’s also a giant beach chair to take pictures in. See below for the stylish proof.)
But of course, the focus of every conference is on what we can learn. So read on for some thoughts on my favorite session of day one – “SEO 2020: Building Your Strategy for On-SERP SEO and Beyond.”
Building Your SEO Strategy
I went to a lot of strong sessions on Tuesday – from information on the new Sitefinity Cloud to valuable strategies in UX design. One of my personal favorites was “SEO 2020: Building Your Strategy for On-SERP SEO and Beyond,” from Diane Kulseth, a SEO Consultant with Siteimprove. Kulseth is a great speaker, and her session was relevant to both SEO beginners and more experienced attendees. She began her talk with a review of the first four steps to making major SEO improvements:
- A checkup of your site’s current SEO state for terms critical to its mission.
- A code review to detect and address issues that negatively affect SEO, such as improperly set lang attributes, canonical tags, noIndex meta tags or robots.txt crawler exclusions.
- An audit of your site’s content relevancy.
- A push for greater link authority—getting your website linked from other well-reputed sites in your industry or the media sector.
As I listened to Kulseth speak, I kept thinking about the correlation between traditional SEO and site search, like we focus on at Cludo. SEO is about helping potential visitors find your content through search engines. Conversely, site search focuses on helping visitors find the content or product they’re looking for once they’re already on your site. But as different as these two may seem, many of the core principles of SEO apply to site search optimization as well.
Where SEO and Site Search Meet
In her session, Kulseth spoke very convincingly on the importance of a site’s content relevancy. From an SEO perspective, she gave us some insight into how to make your content relevant to search engines like Google and Bing. But content relevancy is also an important term for onsite search.
In search engines like Google and Bing, users may use broader search terms like “universities near me” or “local government services.” However, once they arrive on your site, their searches are likely to become more specific: the above searches may turn into “how to apply” or “driver’s license renewals.” If you have focused all your energy on the first type of search, you may be successful at attracting users to your website, but they will struggle to find exactly what they’re looking for after they arrive.
Obviously both aspects of content relevancy are incredibly important to address. You can find the most common questions that bring users to your website with tools like Google Search Console, Bing Webmaster Tools, and Answer The Public. You can find the most common queries that users seek out once they’re on your site with Cludo Intents.
How Cludo Intents Can Help
So what is Cludo Intents? Intents is a way to use Cludo’s machine learning and search analytics to discover common search objectives within your search engine. By aggregating user clicklog data for specific searches and applying our AI model (with over nine billion data points,) Cludo can help you identify overall themes, as well as discover possible gaps in your product catalog and content.
Cludo Intents can be used for multiple reasons – to assist your SEO work, to improve your PPC ads, and, of course, to influence your site content strategy. The language that your visitors use in their searches and the language you use on your website will always be a little different. But Cludo Intents gives you a way to rectify the two.
For example, let’s say Miriam searches for “careers”, while David searches for “jobs.” It’s likely that both users are looking to end up on the same page. Your job as a product owner, a content producer, or a website manager, is to uncover their Intent so that both of them, regardless of the words they use, can find the relevant page easily and quickly.
Finding Search Success for Your Organization
SEO is about helping your users find you. Site search is about helping them find what they’re looking for. With an Intents-based approach to site design and management, a cutting-edge machine learning model, and a strong focus on actionable analytics, you’ll find success at both.