SEO and Content Tatics that will turn visitors into contacts Dreamforce 16 Chris Bennett 97th Floor
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Chris Bennett delves into answering questions with content and using data to free up your time to spend on what really matters, creating awesome content.
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SEO and Content Tatics that will turn visitors into contacts Dreamforce 16 Chris Bennett 97th Floor
- 1. SEO & Content Tactics That Will Turn Visitors Into Customers DreamForce 16 Chris Bennett Founder/CEO @chrisbennett chris@97thfloor.com
- 3. Presentation Topic // Presenter’s Name 3
- 6. Answering questions with content
- 7. Help Your Ideation Process
- 8. In Order to Free Up Time to Work on the Nitty Gritty
- 9. The problem is the majority of our content decisions is driven by one thing
- 10. Social counts of competitors
- 11. Flawed data
- 12. No context
- 13. They don’t care about social shares
- 14. How do we do this?
- 15. We need “ACCURATE’ data
- 16. If you don't know what kind of content to build, you don’t have enough data.
- 17. Don’t go run and schedule a “Brainstorm”
- 18. Go get more data
- 19. When you have enough data the problem becomes resources not ideas
- 21. A Trailblazers Guide to Gathering More Data
- 22. Social Mining Tools we like to use BuzzSumo NUVI Hashtagify Radian6
- 24. Site Search
- 25. Use HotJar everywhere, but especially on Q&A/FAQs hotjar.com
- 27. Talk to your sales and fulfillment team
- 28. Ask them what the most common pain points and hurdles are when trying to close the sale
- 29. Then take it all to keyword research Tools we like to use SERPS.com moz.com BrightEdge.com Adwords
- 30. Group and organize your keywords around themes
- 31. Notice I didn’t say organize your keywords by search volume, difficulty, or CPC?
- 32. Your content will write itself. Last year this was my entire theme http://www.slideshare.net/97thfloor/dreamforce-2015-building-content-that-grows-your-business-chris-bennett-97th-floor
- 33. Some Examples of Data Inspiring Content
- 34. Looked at Persona Data and found a big crossover with fitness/healthy lifestyles and cooking.
- 35. that led to keyword research showing YUGE opportunity with recipes utilizing blenders
- 37. Case Study Copycat Recipes - 147,000 Pinterest Pins - Ranks for over 7,000 keyword variations - over 5,000 organic visits per month
- 38. Subtitle placeholder Case Study Peanut Butter Smoothies
- 39. Subtitle placeholder Case Study Peanut Butter Smoothies - 1,300 Different Keywords bringing traffic - 100 Keywords in the top 10 - 1,100 visits a day
- 41. but there was one BIG theme staring us right in the face
- 42. That apparently every girl on Instagram could have told us
- 45. So we made the definitive guide
- 47. 73% Organic Traffic Increase 23% Increase in Referral Traffic YOY
- 49. Feedback from sales team and keyword research Showed a lot of vendor comparison questions. I know I want cloud storage but who?
- 51. Subtitle placeholder Case Study Vendor Comparison Guide We had so much info we compiled an eBook Buyers Guide. 6.5% Conversion Rate https://www.qubole.com/resources/solution/big-data-vendors-comparison/
- 52. It works!
- 53. When your time isn’t spent on ideas you suddenly have more time to DO!
- 54. 1 Common theme with these examples.
- 55. They are all the “BEST” result for the SERP
- 56. Never create content that is not the best result for the SERP Web.
- 57. 97th Floor’s Best result checklist Scannable CTA’s Mobile Images Load Time Code Errors Page Authority TF-IDF
- 58. URLPROFILER.com Use URLPROFILER to Start
- 59. But I want to focus on one area Scannable CTA’s Mobile Images Load Time Code Errors Page Authority TF-IDF
- 60. Because i’m almost certain you’re not doing it
- 61. TF-IDF = Keyword Density on Roids #Gains
- 63. Count of Term Appearances on Page Count of the Most Used Term on the Page Repeated for EVERY Term https://97thfloor.com/term-frequecy-analysis
- 64. TF-IDF Working Doc Use this tool to Extract - http://tool.motoricerca.info/keyword-density.phtml
- 66. Here is the entire point of my presentation
- 67. Use Data To Work Smarter
- 68. To Free Up Time to Work on the Nitty Gritty
- 69. Results
- 70. Thank You Chris Bennett CEO/Founder - 97th Floor chris@97thfloor.com @chrisbennett View This Deck, http://bit.ly/ChrisBennettDF16