Ulrika Viberg discusses using search intent to understand customers demand at SEOnerdSwitzerland.

Use search intent to understand customers w/ Ulrika Viberg

Here you find the transcript and a link to the youtube recording of SEOnerdSwitzerland meetup ‘Using search intent to understand your customers demand” with Ulrika Viberg.

Ulrika Viberg blends the customer journey model with search intent to create a model called the customer search journey. During this webinar, Ulrika questions the traditional ways of doing SEO, while teaching a new technique to create a more solid content structure based on the user’s immediate needs.
Ulrika looks at the customer journey model with a layer of the search intent model on top of it, to see how to better utilise the two models for modern SEO. And here comes the customer search journey!
The takeaways are to up your game in keyword research, to bring more relevance to the user.

Meet Ulrika Viberg

Ulrika Viberg – Founder of Unikorn – Ulrika has a solid background in all things web considered, with a deep knowledge in Technical SEO, Web Projects and Digital Strategies! We personally like Ulrika’s approach to SEO that places the user and their needs at the center of SEO activities (users are too often forgotten!)

Follow Urlika on Twitter @UlrikaViberg

Follow Ulrika on LinkedIn: Ulrika Viberg

Full webinar recording with Ulrika Viberg

Ulrika Viberg at SEOnerdSwitzerland, 2021

Thank you Ulrika for your presentation

Thanks to our speaker Ulrika Viberg, we are so happy to welcome you! Preparing a presentation and being present at the meetup take a lot of time.

SEOnerdSwitzerland is nothing without speakers willing to share their knowledge. I am happy we got to welcome Ulrika!

About #SEOnerdSwitzerland

SEOnerdSwitzerland is a non-profit association that aims at promoting and sharing knowledge about SEO (Search Engine Optimization). SEOnerd Switzerland organizes events in person and in webinars. 

Join the community of SEO enthusiasts.

Follow us on Twitter @SEOnerdSwitz where we share slides, nexts events and articles we enjoyed.

Full transcript of the webinar about understanding search intent

Sara Moccand Sayegh: So, as everybody can hear everything maybe we will start. So, I would start today. Today is my turn. So, I will start to introduce to you SEOnerd, because if it is the first time that you’re here you’re obliged to discover what has and all this in our association.

Welcome to SEOnerd Association. So, Isaline and I decided to found SEOnerd Switzerland because we were working together. We decided to share knowledge. The main goal of the association is to share knowledge. And at the same time, yes, we like to interact with people. As I say, we were working together and I wanted to continue to work with her. So, that was also a great goal to continue. And we also learn something each time that we have a talk. So, we are equally happy to have this association.

Let me share the slides because that should be the goal, mainly. But I just forgot about it and nobody say anything. Okay, let me share the slides. Okay, so as you can see, we even have slides for the association. This one we have is SEOnerd Switzerland.

So, we also have two sponsors. We would like to thank the two sponsors, one is LIIP and the other one is PILEA.ch. Both sponsors help us to cover the costs. So, for example the caption in the videos, the webinar, and all this kind of technology stuff and a little bit more. So, thank you to both of these sponsors. What’s next? So, today we will have a great talk. We are super excited! But also in September, yes, we will have a break. From this one will be the last talk before the summer season. And so, we will have a break for a couple of months and then, we will come back with this team.

So, we will have Sevilay and Bartosz. Then, they will come and speak about the mystery behind indexing. So, we will discover some problems. They did some research and we are also excited to see what will comes out from that. So, I would say then that’s all from my side.

Ulrika Viberg: It’s super interesting, I will be sure to sign up.

Sara: Oh! Super cool! Speaker signing up for speaker, I love that! So…

Isaline Muelhauser: And also, if you missed the last talk with Miracle Inameti-Archibong about SEO forecasting, you’ll find the talk online on YouTube and we have added English subtitles. So, in case you’d rather read a little bit and as soon as I finish talking, I’ll also share with you the link where you find the transcript. So, we are doing our best to make the knowledge accessible. If you have any other input or insight of what else we could do, please just drop me a line, an email on whichever channel we are and we are really eager to know.

Who is Ulrika Viberg

Today is a really, really special talk for me because as you know probably, I host two different communities, the first one is here like tonight SEOnerd Switzerland and the other one is Content Strategy Lausanne. Today, I work as an SEO Consultant but I have a digital strategy background, well, content strategy background.

I find Ulrika’s talk really, really particular. I think it’s unique. It’s nothing that I’ve seen so far because she really merges two different types of approach. As SEO, we heard a lot about Search Intent. And in content strategy and web design, we talk a lot about customer journey. And what Ulrika does here is she merges the different approach. And I think she’s totally right because on her website, Ulrika has an awesome agency, you should check it out. I mean, just for the design because the website in itself looks really good. But other than that, the particularity of the agency is that they say that they are stronger together and they have a multi-disciplinary background. And so, I couldn’t agree more and that’s exactly what the talk is about.

Ulrika has a really interesting career path because she has both work experience as an SEO, as a Senior SEO but also as a writer and as a growth manager. So, already in her experience we can see that she took I think the best of each of the discipline and to be the wonderful person and expert that she is today.

So, that’s enough for me for talking. I think I have shared website to the agency and I’ll also share a couple of links so you can stay in touch with Ulrika over on social media channels. And that’s it. So, Ulrika I’ll let you go. And also, you have an amazing t-shirt. I just love it so much.

Ulrika: I love it, too. I found it on search engine journal web shop and I was like, “I cannot live without that one.”

Isaline: Yeah.

Ulrika: I only wear it for special occasions.

Sara: Oooh!

Isaline: Oh, thank you!

Ulrika: Alright, thank you so much for that very nice presentation of me, thank you. Okay, I’ll start sharing my screen presentation. And, here we go.

So, I changed the title of this session a little bit to ‘Wine, Kittens and Other Dangerous Fruit’ because we like wine, don’t we? So, let’s see.

I am Ulrika Viberg and I am the Agency Owner of Unikorn which is a Sweden-based digital agency and we do SEO web projects and digital strategies. I’ve been in SEO for almost more than 14 years. I started doing search in 2007 already. And my projects have mainly been technical and web projects. But in 2018, I teamed up with a former colleague of mine and also friend. And we started doing digital strategies for companies and helping them figure out their customer journey and what they should do and creating processes for a more successful digital strategy.

So doing that, it wasn’t only doing SEO, it was also doing other things. And I saw that the marketing models that we used could also be very useful in SEO and could be very powerful in creating an SEO strategy. And what I did was I applied these marketing models to my SEO models. And this is what we are going to look at today. It’s like one of the hybrids that I created out of these models. But with no more further ado let’s talk about keyword research.

Because which is often the starting point in SEO projects, any project we start looking at, what is it that we’re going to optimize and what is it that our client is optimizing for? And as we, SEOers, are very result oriented we tend to start chasing those golden nuggets and keywords with a high search volume, low competition. And we want to sprinkle those keywords all over the content for clients and then, we can gain lots of traffic and finally win rewards and be praised loved.

The only thing is that, it is easy to lose sight of relevance when you chase those low-hanging fruits because not everything that glitter is gold. And I’m going to give an example to tell you what I mean.

Searching for Wine in Sweden

In Sweden, we have something called ‘system bolaget’. And I know that’s a mouthful. But it’s the government-owned chain of liquor stores in Sweden. So, they are the only retail permitted to serve or to sell beverages with an alcohol percentage or above three and a half. Of course, you can buy wine and beer at the bar but you cannot pop into a local market and pick up a bottle of wine. You need to go to system bolaget to do that. It’s regulated. It might seem strange to you but actually we think it’s rather okay. The staff is very knowledgeable and many of them are licensed so many years. And they can always answer your questions that you have about wines or spirits or beers. And they can also give you examples of what beverage goes with what type of food.

This service they also have on their website only I noticed that they have optimized these pages for the phrase ‘wine and food’ rather than ‘wine with food’. And that tiny, tiny bit in the search phrase makes a difference. But it is not so strange that they did this because wine and food has a much higher search volume than wine with food. And it kind of would be the consider the better keyword or the better performing keyword.

The thing is if you actually search for the two things in Google, you see that they have different search intents where the one is finding a place to wine and dine and the other is how to pair wine with food or food and beverage pairings. So, already here is a difference. 

So, what happens if you lose the sight of relevance and start chasing those golden nuggets and low-hanging fruit is that you lose sight of relevance and then you miss the target. And you will might get indeed to get a lot of impressions and clicks but you will also get lots of bounces and other negative signals telling you that your users are not super happy with the content that you are serving them.

So what should we do? Let’s up the game and start with a strategy to get past this hurdle. And so, this is the strategy that I came up with to pinpoint exactly what it is we are looking for.

What is the Search Customer Journey

I call it the Search Customer Journey. So, the search customer journey is combined out of a few marketing models and one SEO model. And the first model is Customer Journey. It’s the foundation of the search customer journey. And because the customer journey is actually a user decision process or a model of it. How do you say it? It’s a model of how you make a decision of purchasing something or taking the decision of getting information about something. It is a model. It is not the representation of the real world out there. Our brains don’t work like this but still it’s good as a model. It’s still useful.

So, in this example that I’m using here, I’m using five stages of the customer journey. There are lots more and you should be using the one that your company or that your client is using. And then, map the search intents and et cetera, and the content towards that so that you map the whole search customer journey to your customer journey.

On top of the customer journey, I put the search intents. Yeah, so describing the different intents of a search and you will know what they are and you can read more about them what they do. And we’re going to talk about it as well.

And then, you’ll have a layer of fluffy cat’s pictures and fun being content but also inspirational guidelines or guides and articles, product pages, and everything in between. A touch point is where you engage with your customers or your users. It can be a social platform or it could be a web or it could be an app push notification or it could be word of mouth, anything. It’s also offline, it’s not only digital. It’s also important to remember. And this is the lovely cat of a friend of mine. She’s so cute.

So here, combining these layers, you get a full search customer journey and it should look something like this. But to really understand how to use slice layers and make them work for you, we need to look into each stage and see what happens there and find out what they mean to you and to your users and your customers.

The Awareness Phase: your customers don’t know you -yet

So, let’s start with awareness. Awareness is the phase where your customers actually don’t know you yet or they’ve seen you somewhere on a billboard, in a commercial, on a banner on social media or something. And they are thinking, “Hm, I didn’t know that you existed but it feels like you get me.” Your user is searching for something else. They’re not actually searching for what you do or what things that you have because they didn’t know you before. And the touch points will be finding your inspirational content or your fond things on social media, your cat images, your memes, or somewhere or just heard about you. And the goal is to make the user feel seen and understood.

The user should feel like you are a friend or someone like them or someone that they want to be. And this is super hard because making people feel that is a tricky one. And we are bombarded with marketing messages each day in like insanity, maybe hundreds of them, thousands of them every day, all the commercials.

The consideration Phase: your customers are interested

All right, but now your user knows you so they’re interested. In the interest phase, the user’s thinking, “Hm, I might need something like your service. Might, maybe. We’ll see.” But they’re searching for generic keywords and broader searches and questions. The who, when, what, and other queries. And it’s very important to actually not stick to the what, when, who only. You have to check what is it that your users are searching, what kind of questions are they searching for in your niche or for this company or about this topic because they are different. It’s not as simple as the ‘W’ questions. And then, they also search for broader topics. But not as at all specified like broader topics, one or two keyword phrase searches. So, they should find your pages with solution-oriented content in the search result. And that means that they’re looking for a solution to whatever. If they are interested, they have something a need that you will need to fulfill. And they are looking for a solution for that need and this is what you are talking to. And the goal is to make the user to become more interested in you and your services.

So, oh, it’s skipping here.

Okay, so they’re interested. Now they think like, “Huh, really? Is it really good?” So, they start thinking, “Ah, do you offer a solution for my specific problem? Because really honestly, I don’t care about anything else than me and my problem and my specific problem. I don’t care about you and your company, your CEO, your board, how many awards you won or whatever. I-I care about me.” So, they search for longer tail searches questions again but now more specific questions and maybe how-to questions. How do I do this, and more like detailed and probably some products questions as well. But they also do product searches. Not specific product searches but rather generic product searches. And they also give specific questions. So, you engage with them in solution-oriented pages again but with a value proposition that gives them the notion of that you know what you’re doing and you’re the expert of this and yes, we can solve your problem and you can trust us. You have like a starting relationship there of ‘Yes, you can trust us.’ It’s going to be more important later on but you can start already here with that. So, the goal with this type of content or this type of relationship with your users is to make them consider your brand or your product or services. When the need arises, it might not be right now. It can be next week or in a year or it could be next minute, depending on the need. You want to have the connection. And here is where you start putting in or is collecting leads asking for an email or making them, “Yes, I want to be reminded that I might need your services later on.”

The Evaluation Phase: your customers evaluate your solution

Okay, so we have them on the hook so to say. Now, they are evaluating. They’re thinking, “Uhm, I would like to know if what solution is best for my specific problem because again, me and my problem?” And they start searching for more detailed product searches and reviews and testimonials and other providers of the service or the product or other brands really or other ways of solving this problem. So, it doesn’t have to be your direct competition. It can also be secondary competition that solves their user’s need in other ways. So, you talk to your clients or your soon-to-be customers in on up-conversion optimized pages with all the information that they need about secure shopping, we have all the payment methods that you need, you can trust us, we are secure. Look here, we have other people doing it and they can also read our testimonials and we have reviews on Google and other pages or trust pilot or what your review platform is in your country or your market. So, that they should find all these things that they need to make up their minds about you being the best solution for their problems. So, the goal here is, of course, to make the user feel secure enough to choose your brand before the competitors because you can be sure that they have not only checked you out they have checked all the other competitors out as well. And maybe you are gaining or this user is coming into your brand in this stage because they were shopping at someone else and then now, they saw that you were the better option. Or it could be that they were starting the journey at your brand and maybe you bought them in terms of paid search and now they are making decision that I should go to the competitor because they have better content and more convincing rhetoric about the products.

The Purchase Phase: your customers want to buy your solution

Okay, so you have them on the hook. Now really, really, they said that, “Yes, I believe you. I think that you are the best solution for my problem. And I want you to provide me with my thing.” So, the last phase in this journey is the purchase phase where the user’s thinking, “I want the brand to hand me the solution for my specific problem. I don’t want any hassle. I don’t care if your database is crashing so you cannot load your pages fast enough. I don’t care that your developer has quit so for whatever I’m going to have to write my stuff in is not working. I don’t care, this and that and that. I want it done. It should take three seconds. I should feel super convinced that you know your things and I should still feel that I can trust you and it should be fast. And I don’t want to fill in three pages in a form. Two fields is enough and then click.” So, they are searching for price. They’re going do start, “Can I maybe find this product somewhere else cheaper and delivery options? Can I get my stuff faster?” Discounts, coupons, and payment methods and you need to kind of serve them with all of these things because this is going to happen fast and you only have a few seconds or a few minutes to actually be stable enough to keep the client. And the goal is to make this user stay and go through with the conversion without any distraction. And you want the user to feel secure enough, happy enough and make the whole experience smooth enough so the user will hand over their money because that is what it’s about. It’s their money that they’re handing over to someone and the level of trust is rather big.

Nowadays, we shop on the internet without thinking about it too much especially through on Corona pandemic here. I’ve been shopping a lot. But before that it was- It could be a little bit harder to actually to go through with the conversion. And it also depends on who your clients or users are. If they are older this will be a bigger hurdle. If they’re younger it might may not be so bad or they might not think about it so much.

Map marketing funnel, search intent and queries

And doing this we have the full customer journey. If we map all these things together it’s the customer journey, the search intents, the actual queries. And where are the queries? If they have searched this and that query, where will they land? What is the touch point? Because that is also the most important thing. They need to land on a page with a correct tone of voice and a suiting piece of content that will inspire them or make them feel trustful and having easy conversion, et cetera, et cetera. So, depending on the query, it’s going to set the tone of voice on the page but also what kind of content is there, obviously. But again- And then, I use the goals of each stage. Where is the call to actions? Where is the value propositions? How should I talk to them? What should they do next? And I help my clients or my users move forward in the journey.

Because a more relevant content structure will give happy users, and happy users will give happy search engines, and happy search engines will, in the end, give happy business. And if we have time I have a few bonuses of a few processes where I’m using this. I could just quickly run through them and then you can read it more thoroughly in the presentation.

Sara: Yeah, so I don’t have the time here but I love it so I would say, yes, go on. At least we can learn a little bit more. It’s a fantastic presentation so I would say, yes. I don’t know Isaline, what do you think?

Isaline: I love this presentation. I think what you said about the customer journey is probably known to the people. I can see who have joined us and that I know from the Content Strategy Lausanne Community. Because this is something that is known to anyone who does content strategy and who does writing but this is something that is actually not known to people who do SEO. And whereas I think that anyone doing SEO should actually just serve the purpose and just help each of these touch points. And what you’ve just explained is actually what should drive everything else. And yeah, so I have rarely seen it so well explained. And so thank you really for that.

Ulrika: Thank you.

Isaline: This is awesome.

Sara: So, go Ulrika. She’s okay with the bonus too, apparently.

Ulrika: Okay.

Sara: Go, go, we have time. We have time, then.

Using the search customer journey

Ulrika: I’ll run through the bonuses really fast and then you can read it better. How do I use this Search Customer Journey? I find my user’s questions and pain points for doing a more relevant key keyword research. Then, I use this keyword research analysis for content gap analysis and content strategy. I can also do a more relevant on-page optimization based on the content gap analysis, the keyword analysis and the search customer journey. And then, I can also base my site structure on the findings from the content analysis and the keyword research. So, the whole like spectra of things you can do.

Using the search customer journey for a keyword search

And I added here like how can you use because I don’t want to tell people what to do. But how can you use Search Customer Journey for keyword research? What I do is I identify the keywords per intent and phase. And I pinpoint the questions that are being asked more specifically. And then, I kind of try to find what kind of keywords are matching what phase. So, that we don’t get distracted by the search volume because we do. And then, I map the keywords and I use a programmatic keyword tagging template that is online, actually. And then, I use a full behavior analysis out of this. So, like, are my users using more informational or commercial searches? And when? And to what content does that serve, et cetera? And where do I earn the most money for my client?

Using the search customer journey for a content gap analysis

So, I can also do a content gap analysis and identify the current content situation. And through that I use a crawl or a tool and to build in the understanding of the content of the site. We got tag each page with intent of phase and this is important. Then, I create the map of the content. And then, I identify the gaps, really. It took me two seconds to say that. It does not take two seconds to do a gap analysis.

Finding content opportunities for content strategy with the search customer journey

How do you do it for like finding opportunities for content strategy? Yeah, I list all the opportunities that I find in the content gap analysis, et cetera. And often I see that informational searches have over five times higher than transactional searches. But where do the companies put their effort in product pages? Yup. And then, the tag with intent and phase here as well. And then, I use the USPs and Call To Actions to my strategy. And those are the ‘how do I speak to the user and what is the goal with the content’. And then, I create briefs for my content creators. These are the keyword, this is the URL. this is the phase, this is intent, this is the USP, this is the CTA, and then, they do their magic.

I can also do it to optimize. And yeah, more or less the same process actually but per page. 

Building a site structure with the search customer journey

And then, building a structure could be then, think of the website as a mall and where you sometimes stroll around and sometimes you need dress or something. And which are the actual stores in the mall what needs to be together and what can be separated. And in the content analysis with this search intent, you can actually see what should be joined together and not. Yeah, and then they’ll use the content gap analysis to fill in the gaps actually and again add more content.

And then, I use the goals as KPIs.

Questions & answers

Isaline: Thanks a lot. Thank you, Ulrika. That was awesome!

Sara: Amazing! That was really amazing. I agree. So, yes. And my guess is then we will have some questions now. Ulrika, maybe you want to stop to share the screen.

Ulrika: Okay.

Sara: Okay, no go.

Isaline: Yeah, I love the slides so much. I don’t even want to stop the screen. But yeah, we can stop the screen. But can you tell me Ulrika like, when you do the… I would like to know how you create your customer journey? Is that a workshop you do with the clients or…? Okay, so it’s…

Ulrika: It’s usually, I mean, yeah okay so when we were doing that and that was what we offered our clients, we actually went to the office or the company. This is what this was pre-Corona. And we did the customer journey with them. And we lay out all the thing- They told us. all the things that they were doing offline and online so both digital and not digital. And then we put touch points to it and then add it to a customer journey. And then, after that we would say that, “This is the process of you how you do make this and that more effective,” and et cetera. But many companies already have done this. So then, you can actually take the already done customer journey and maybe go through it but in a very smaller format than the full workshop. And then, you start tagging everything to it.

Isaline: And you do it to answer what type of issues or challenges? Except I can imagine like if you do relaunch but in which other circumstance would that come in handy?

Ulrika: So we actually or I still do it. And this customer journey workshop actually answers so many questions. It also helps if they’re doing a new website, for example then this can answer all the questions about the new structure or what content will be needed on the new site. But for me, it’s also if I know what is happening outside SEO, all the other channels or communication channels, I also can say that, “Okay, I can tag into this and that and that.” All right, you have a news lecture and you have people are calling to you. So I can maybe go to the customer service and ask them, “What are people asking you? What are your work client’s pain points? Okay, we need to create content about this and we need to optimize it.”

And then, I can for example say that, “Okay, you’re doing a fair somewhere and then you are marketing it but maybe we need to create some content or optimize your social media platforms so that you can take care of the traffic or the searches that’s going to happen when you’re anywhere or you’re visible. People are going to search around you.” And sometimes you have clients that does not have already a ton of traffic or many users. And then, you need to find what metaphor can I take tied into and connect my content to or connect my company to. So what kind of other thing can I tag on to and create content around so that we do get traffic and do get like visitors. So then, it has to be, of course, relevant still. So, it’s really a user focused SEO approach. Yeah.

Sara: So, maybe you can use it in each time that there is something that is not purely technical SEO. So, if you are doing your launch, if you want to improve the structure. Because I think you have a normal website then you just want to improve the structure or sometimes you have to do the structure from scratch. So, yes, you can use it in any situation. So–

Isaline: I think actually that technical SEO should be there to improve the touch points. 

Ulrika: Exactly.

Isaline: But you should- I mean, but seriously because if you have like trouble converting it means that your website is too slow at some point, for instance.

Sara: Yes.

Ulrika: And giving other bad signals.

Isaline: So, sorry but I’m like, technical SEO just to improve metrics. Nooope!

Ulrika: Yeah, but also it’s–

Sara: Okay, back to– That’s okay, I agree. I can’t say anything against it. Okay, you’re right. So, just a couple of questions that they came up from other people. First of all you have like somebody saying, how do we stand up for this customer journey workshop? 

Isaline: Do you do any- But Ulrika, do you do any trainings or do you have any coaching sessions, plans?

Ulrika: I actually- Yes, I’ve planned for it but in Swedish.

Isaline: All right.

Ulrika: But yeah, I’ll actually, if people are interested, there’s no reason why I shouldn’t. 

Sara: So, maybe, can they contact you?

Ulrika: Yes.

Sara: For example, Seth, can they contact you directly if somebody’s interested? And then, maybe we will share it with the community later on.

Isaline: Seth, you mean that you would like Ulrica to lead a customer journey workshop for your company or you would like Ulrika to train you and teach you how to do it yourself? So, maybe then we can point you to the right thing if you specify your questions. Oh yes, you want to be trained. So, I think you should definitely set up coaching session or trainings.

Ulrika: Yeah!

Isaline: I would come, too.

Ulrika: Yes, I will set that up. Just give me some vacation first and then later in the autumn.

Isaline: Will do, will do. And we have another question for Giacomo. Do you do or consider using in-person or online user research? For example, a focus group to get some qualitative data. Or have you already done it?

Ulrika: So, we actually do that for some clients. Focus groups are always really, really valuable sources of information. And I cannot stress this enough, customers, users, they want to help you. And if you create a focus group, yes, they’re going to give you the truth. And then, if you were lost you’re going to find your way. So yes, I use that. And also kind of give them a little bit like, “This is how we do it and this is the search customer journey. Now we’re going to ask some questions, please be honest. And how would you want it to be done? And would you trust this or that?” or et cetera.

Isaline: Yeah, so Giacomo if you wanted to do some qualitative research just go for it. And Hansa is asking, do you use the same process if you work on an email seconds?

Ulrika: I don’t know, actually. I’m not that good on emails. But do you mean like CRM or how? Maybe I don’t understand the question.

Isaline: Yeah, email seconds. Hansa, you mean like an onboarding follow of a series of email? Or maybe if you can refine your question that would be helpful.

Ulrika: But yes, email is of course in the customer journey, it’s touch point.

Isaline: Yes, onboarding our customer retention.

Ulrika: Oh, yeah. So, that is, I mean, it’s in the customer journey. I didn’t put those stages in this one. Those are like two or three stages after purchase. Like re-engage or the other one is reactivate. Yeah, and you need to find out what that means to your users and what would they search for. How will you help them? What kind of touch points would you need for that? But obviously, yes. People are always searching.

Isaline: And we have another question from Iman. What’s the best keyword strategy when it comes to migrating subdomains? Oh, my god! But we are a little bit off the subject here, aren’t we?

Ulrika: But I would then actually use the keyword programmatic tagging tool and search for it. And there is one. And yeah, try to tag the intents with the relevant content on the new page or the other new domain.

Sara: Wait, there is one that I think we didn’t say that it was in the chat. What’s the most efficient way to perform content gap analysis?

Ulrika: If you find an efficient way I actually think that most efficient would be, I can tell you how I do it and I’ve done the same thing for a long time. So, I guess that’s the most efficient way I do it because I always optimize my work. I look at the page. I do a crawl to see what kind of URLs are there, what’s the structure. I put it on an excel sheet, color coded so that I see kind of like make sense of it. And then, I try to put everything into the stages in the customer journey. And then, I see, okay there’s a lot of- And this is usually the case. There’s a lot of product pages. And there’s not so many pages about how do I get inspired or how can I use this product in a way that I didn’t think about before. Or because it wasn’t obvious to me and then, they’re optimized for how to solve your problem. Use this product. And so that is how I do the content gap analysis. Also, you don’t see or if you look in, you compare the keyword data from Google Search Console which is actually the keywords that people have been searching for or the searches that’s made in Google has matched them with presenting your content. And then, you do a keyword analysis somewhere else in a third-party tool. And then, you see that these things are missing in the Google Search Console. Yes, then there’s a gap because you’re not ranking for it.

Isaline: Yup, indeed.

Sara: Lovely.

Isaline: That’s awesome. I did content gap analysis to find the gap between a client and a competition but I actually didn’t think that I could use this method to find gaps in the customer journey. But that’s obvious. I just didn’t think about doing it.

Ulrika: Nothing of this is new but I didn’t invent a wheel. I just combined a few things. We already knew this.

Sara: But you combined them well because everybody is impressed. So, you combine them well.

Ulrika: Thank you.

Sara: So, I don’t know if we have some more questions.

Isaline: So, any more questions? So, I saw several persons asking for the recording. We are going to share it in a couple of days. I mean, we’ll take the time to download and upload it. And you will find it on our YouTube channels but we will share an email with the links and the slides and everything in the community. So, if you don’t receive the notification from meetup make sure that you turn that on so you receive our emails or maybe just in the spam. But usually like a few days after every meetup we send that email and with all the links for you to find easily.

Sara: Yeah, so I don’t know if somebody, like we have some few minutes. Do you want to ask some more questions because this is your opportunity? If not, we will say the last goodbye. I know my experience that each time when we’re closing somebody asked. So, do it now please.

Isaline: Oh, I have another question. So, I wonder I would like a follow-up of this presentation and I actually would like you to add the layer of the tone of voice and see how you combine it because this is something I did in the agency. But like customer journey and tone of voice what do you need and how you need it explained. But I wonder if SEO could also help with that or if it’s just completely not useful.

Ulrika: I would say that especially around the questions because we tend to look into questions just like these are direct questions. But people search their questions in different ways. And you only see it after digging deep into the data or the actually used keywords. So, that could be one thing. And the tone of voice could then maybe how are the questions formulated. Is it very like softly or is it in this way or is it very academically or is it, I don’t know, depending on the topic as well, of course?

Isaline: Yeah. Thank you for your answers and for your many different answers. And as Sara said, do we have any more questions for Ulrika? I think I have shared Ulrika’s Twitter handle and LinkedIn link. So, if you have any more follow-up questions even after the talk you’re like, “Oh, I forgot to ask that.” Just don’t hesitate to ask anything. I mean, either to Sara and I and we’ll make the introduction and follow up or transfer the questions or directly to Ulrika. Otherwise, I think…

Sara: That’s all. So, yeah. Thank you so much. It was like extremely interesting. And so obviously, like Isaline and some other people that come from content like it. We’re like, “Wow!” And for me, I will need to watch again the video probably once for some stuff. But mainly it is super interesting and I love it. Thank you so much for that.

Ulrika: Thank you so much for having me. This was super, super fun for me as well. Thank you.

Isaline: Thanks for bridging the gap between content strategy and SEO and starting a conversation.

Ulrika: Much needed conversation.

Sara: So, you have your ‘thank you’ on the side of the chat. People are saying thank you. And a lot of people say how interesting it was as I said before. Okay, thank you so much. Bye to everybody. Enjoy your evening. Ciao-ciao.

Isaline: Ciao.

Ulrika: Ciao.