Keywords and context: How SEO can make content more human

Breakout
Room L
1:40 p.m.-2:30 p.m.

Keyword research is the secret weapon of content strategists to get more effective, relatable content. Let’s discover how your customers talk about your products, and how you can build your content strategy around answering their questions.

Content strategy and SEO have had an on-again, off-again relationship—but user research is the missing link that brings value from the two working together.

Join this session to learn where to seek out the language your customers are already using about your brand or product. We’ll talk about what to look for once you’re there, and then we’ll examine how your findings change the content you’re creating.

You’ll walk away with:

  • An understanding of the psychology behind user-centered keyword research
  • Concrete ways to build context around your brand and offerings
  • Tricks to find the actual words people are saying about your product
  • Ideas for adding depth and empathy to product descriptions, service offerings, and websites

Who should attend: Folks interested in making their content more human and readable, people with limited user research abilities or no SEO resources, and anyone looking for ways to build content that resonates with their customers.

About Jess Hutton

Jess Hutton has worked as a content strategist, UX advisor, and now knowledge management specialist. She is obsessed with easy-to-use products, websites, and services. She enjoys bringing order from chaos, which often requires a generous application of whiskey.

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