Everyone knows intent behind the search matters. In e-commerce, intent is somewhat easy to see. B2B, or better yet healthcare, isn't quite as easy. Matching persona intent to keywords requires a bit more thought. Kathryn will cover how to find intent modifiers during keyword research, how to organize those modifiers into the search funnel, and how to quickly find unique universal results at different levels of the search funnel to utilize.
How to Build an SEO-intent Based Framework for Any Business [MozCon 2017] Katie Cunningham [Video]