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Intonation Matters: A New Approach to Search UX
Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.
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DistilledU is our online training platform for search marketing.

An effective information architecture is critical if you want search engines to be able to find your content and serve it to users. From a human point of view, information architecture is important so that users can easily find what they are looking for. This module teaches the best practices and their associated underlying theory, common pitfalls as well as tools and methodologies for improving sites' architectures.

Keyword research allows you to bridge the gap between what your potential customers are searching for and the content you create for your website. This module teaches you how to choose the right keywords to help drive your desired audience to your site.