WHAT IS THE CONNECTION BETWEEN SEO, UX AND COPYWRITING?

SEO usually starts with keyword research and ends with a page that repeats the search phrase. Marek Prokop came to SEO from usability and UX, where he is used to working with people more than with machines. So he brings into search a method designers have used for years: personas and user scenarios. He shows it on his own projects: a website for mountain hikers in Corsica, a loose-leaf tea e-shop and his SEO training.

You'll learn why a persona who "needs a fridge, so searches for a fridge" isn't enough, how informational content can lift a site even for a competitive query, and why for tea or a travel slideshow it's guides and related topics, not the product name, that bring customers. Marek describes four situations in which people link, and advises building personas on real data and updating them as the project goes on.