How to Use SEO Insights for Content Strategy to Drive Revenue by Margaret Nicoll MAKA Digital
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SEO and search insights are valuable for identifying what content will drive revenue by solving for your audience's problems. In this presentation, we will review how to identify search insights from Google and how to use that information to create omnichannel ecommerce content strategies. Take a look at examples from UGG Australia and Sanuk footwear to learn how these footwear giants are using content to put their audience first with tightly woven content strategy. To learn more about SEO and insights driven content strategies visit www.MAKAdigital.com.
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How to Use SEO Insights for Content Strategy to Drive Revenue by Margaret Nicoll MAKA Digital
- 1. Using Search Insights to Create Revenue Driving Content MARGARET NICOLL @5ftIdeaMachine @MAKAdigital #LavaCon MAKA Digital
- 2. my early years looked a lot like this @5ftIdeaMachine @MAKAdigital #LavaCon
- 3. then it looked a lot like this @5ftIdeaMachine @MAKAdigital #LavaCon
- 4. and now it looks like this create digital happiness @5ftIdeaMachine @MAKAdigital #LavaCon
- 5. the other fellow first @5ftIdeaMachine @MAKAdigital #LavaCon
- 6. what are people searching for? @5ftIdeaMachine @MAKAdigital #LavaCon
- 7. if you know what people search for, you know how to put them first, if you know how to put them first, you know what content to create, if you know what content to create, you know how to drive revenue @5ftIdeaMachine @MAKAdigital #LavaCon
- 8. 1.38 million @5ftIdeaMachine @MAKAdigital #LavaCon
- 9. timing matters @5ftIdeaMachine @MAKAdigital #LavaCon
- 11. build bridges with cupcakes @5ftIdeaMachine @MAKAdigital #LavaCon
- 12. The Insight 1.38 M Consumer Searches / Year 5,000 Customer Calls Off brand misinformed content dominated the digital conversation @5ftIdeaMachine @MAKAdigital #LavaCon The Opportunity Authentically own the conversation Drive visits & revenue Listen, respond & build trust
- 16. Before After
- 19. The Impact @5ftIdeaMachine @MAKAdigital #LavaCon
- 20. UGG STYLE GUIDE The Insight 371 k consumer searches / year Consumers need to be shown how to wear product The Opportunity Drive new prospects to the brand Increase conversions through useful, relevant content @5ftIdeaMachine @MAKAdigital #LavaCon
- 22. be iterative
- 23. Before After
- 24. The Impact @5ftIdeaMachine @MAKAdigital #LavaCon
- 25. LOOKING FOR… The Insight Users search for their favorite products long after they’re gone CRC needed a tool to inform and sell prospects related styles ‘No Search Results’ pages leave revenue on the table ‘No Search Results’ pages make for a poor UX The Opportunity Create a conversions out of ‘style searchers’ Provide a positive UX Provide CRC and prospects with relevant, useful content @5ftIdeaMachine @MAKAdigital #LavaCon
- 26. LOOKING FOR… Before After @5ftIdeaMachine @MAKAdigital #LavaCon
- 27. The Impact @5ftIdeaMachine @MAKAdigital #LavaCon
- 28. FIT TIPS The Insight 500,000 Google searches / year for ‘UGG Sizing’ queries The Opportunity Provide users with a positive UX Reduce costs associated with fit and sizing issues Increase conversion rates @5ftIdeaMachine @MAKAdigital #LavaCon
- 29. FIT TIPS Before After @5ftIdeaMachine @MAKAdigital #LavaCon
- 30. The Impact @5ftIdeaMachine @MAKAdigital #LavaCon
- 31. put the other fellow first solve problems build bridges with cupcakes @5ftIdeaMachine @MAKAdigital #LavaCon
- 32. THANK YOU! @5ftIdeaMachine @MAKAdigital #LavaCon MARGARET NICOLL MAKA Digital Link to Presentation: bit.ly/1tt1CxJ
Notes de l'éditeur
- Welcome Virtual Audience
- We met them on social…. Here’s the thing though – because we took the time to understand our audience and where they needed us to have these conversations, we also knew that they were consuming content in different ways on mobile, ipads, and on different platforms so it was important that we created manifestations of that content to support those behaviors. This mean, on Pinterest, creating a long, vertical visual step by step Results = 4k repins Facebook, we needed a stronger CTA, the formatting of posts made it more difficult to give all the instructions, so our goal was to drive users to watch the video. Results = 14k likes, 2,049 shares…this is what we care about…shares. This is also an important time to note that we didn’t put a dime towards paid promotion. We did this for a reason. It was to get a true baseline of if we offered up the content that we knew this audience needed to hear from us, how will it do on its own? How will it perform without us skewing that data. Yes, you can see paid / owned support, but we felt it was important to test this and let it live on its own.
- Welcome Virtual Audience