3XE Digital Proudly presents: Michaela Simpson, Head of Content and Kevin Moore, Technical SEO Analyst at Wolfgang Digital An ongoing challenge for content marketers is presenting ROI. In this workshop, Michaela and Kevin will demonstrate how to drive an ROI that continues long beyond the end of your campaign. Brought to life by a successful case study, you will learn how to strategically combine tactics including ‘Skyscraper Content’, Native Content and SEO to ensure your content delivers month after month, year after year. You’ll also learn the step by step process to optimise your content for the new holy grail of organic search: ‘Position Zero’. **presentation is NOT for commercial use** For more info visit: www.3xedigital.com

4. 20% of all search queries are now from voice search
- Sundar Pichai, Google CEO

5. By 2020, 50% of all searches will be voice searches
- comScore

6. Why Content Marketers Should Also Be Competent SEOs
1. Be there when it matters
2. Build trust

7. http://www.edelman.com/executive-summary/

8. 1. Be there when it matters
2. Build trust
3. Firmer grip on ROI
Why Content Marketers Should Also Be Competent SEOs

9. When Your Boss Asks For The ROI of Your Content…

12. 2015 Objective
1. Awareness around Savings solutions with young parents

13. CHOOSE TOPIC
CHECK COMPETITION
CREATE BETTER

14. The Topic: The Cost of Education

15. The Competition: No.1 Ranked Content

16. Creating Better: Original Creative

17. Standout Result 2015: No.1

18. 2016 Brief
1. Beat last year…

19. Skyscrapering Ourselves
 Update original creative
 Increase and improve on-page copy
 Extend the conversation to other media
TIP!
Read up on Latent Semantic Indexing
And use this tool: www.lsigraph.com

20. Social UGC

21. Social UGC

22. School DaysMy Kids Time
Native Content

23. Skyscrapering Ourselves
 Update original creative
 Increase and improve on-page copy
 Extend the conversation to other media
 Optimise content structure

25. 2016 Results
 Beat position 1…

26. …with Position ZERO

27. …with Position ZERO

28. 2016 Results
 Beat position 1…
 Total SERP dominance with voice search

30. Please view video at the following URL:
https://www.dropbox.com/s/0sj1k7m9w48qhhs/ZurichLifeSnippets.mp4?dl=0

31. Return on Investment

32. Organic Traffic Up 1,562%

33. Return on Investment
1. Organic traffic up 1,562%
2. Sales value of child related savings products up 25% year on year
3. Equates to ROI of 1100% (taking uplift only)

34. Keys To Grabbing Your Content ROI
1. Find your Evergreen
2. Tie content to search objectives
3. Move now on voice search
4. Integrate your channels

36. Snippet Strategy

37. Featured Snippet Strategy = Voice Search Strategy
What are Featured Snippets?
Types
Traffic Impact
How to get Snippets
Top Tips & Tech Tools

38. Featured Snippets - A.K.A Position Zero

39. Snippets Arrive in Different Styles
Tables
Paragraphs
Lists
Videos
Answers to how-to Questions
Recipes
Weather

40. Table Snippets

41. Paragraph Snippets

42. List Snippets

43. Video Snippets

44. How To Snippets

45. Recipe Snippets

46. Weather Snippets

47. Google moving towards the voice
search single answer!

48. Traffic Increase from Featured Snippet
www.semrush.com

49. Snippets Awarded Based on Ranking Position
www.moz.com

50. Lets Dive in…

51. The Position Zero Process
1. Identify actual queries your customers are asking
2. Use Latent Semantic Keyword research
3. Include unique creative and optimise for SEO
4. Consider the structure of the page

52. Identify Queries
How, Why, What

53. Are the related keywords and phrases
that Google expects to see within the
content of a page
Latent Semantic Keywords

54. http://lsigraph.com/

56. Include Unique Creative & Optimise for SEO

58. Essentially mimic what your
competition has already done –
but do it better!
Steal The Snippet

59. 3 SchnippeTIPS

60. SchnippeTIP #1
Structure That Featured Snippets Love
Unordered Lists
Ordered Lists
Tables
Headings

61. SchnippeTIP #2 – Use Latent Semantic Keywords in Content

62. SchnippeTIP #3 – Use Technical Terms
Use the original keywords a few
times, but sprinkle some
scientific/medical/technical
words

63. 3 SchnippeTOOLS

65. http://lsigraph.com/

66. www.answerthepublic.com

68. Key Snippet Takeaways
How to identify Featured Snippets
How to research the queries to target
How to optimise your content
3 Essential Tips
3 Free Tools

69. michaela@wolfgangdigital.com
kevin@wolfgangdigital.com
hi@wolfgangdigital.com