When you take into account natural language and audience, these can differ by country based on cultural expectations. With Google placing more emphasis around natural language understanding (NLU), it is important to not only match the keywords but the intent for the consumer. In this video recording from the virtual International Search Summit London 2020, Kathryn looks at how global companies need to shift their SEO priorities from keyword-based content optimisation to intent-based content optimisation. She also looks at how leveraging audience insights can help you make better decisions around your SEO campaigns and where schema mark-up, user-generated content curation and localisation of content can influence intent-based SEO outcomes.
