SearchCon 2016 | Contextual Content with Todd McMurtrey
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SearchCon 2016 | Contextual Content with Todd McMurtrey
- 1. May 12 & 13, 2016 | Breckenridge, Colorado
- 2. Creating a Content Strategy for Rank and Revenue Keyword Themes Creating Content for Rank and Revenue
- 3. Increasingly, search is our mechanism for how we understand ourselves, our world, and our place within it. John Battelle Founder Federated Media
- 4. Why We SEO 1. Rank 2. Traffic 3. ??? 4. Sales
- 11. Sales Funnel 0 10000 20000 30000 40000 50000 60000 70000 80000 Search Volume by Sales Stage Monthly Search Volume Captured Search Traffic @yoTodd
- 12. Themes Think about what your user is going to type. Matt Cutts Google
- 13. • Search Data • Search Console / Webmaster Tools • Moz / Target List • Adwords • [Not Provided] Segmenting Intent @yoTodd
- 14. Segmenting Intent • Awareness – Short, non-specific • “Ventilator” • Consideration – Branded, not model specific • “Medtronic Ventilator” • Sale – Model Specific • “Medtronic HT70 Ventilator” • Retention – Resource/use specific • “HT70 User Manual” @yoTodd
- 15. Examples Queries Category ventilator Awareness mechanical ventilation Awareness types of ventilator Consideration mechanical ventilator Awareness types of ventilators Consideration high pressure alarm on mechanical ventilation Support types of mechanical ventilation Awareness ventilator settings Support ventilators Awareness what is mechanical ventilation Awareness ventilator modes Support type of ventilator Awareness home ventilator Awareness what is ventilator Awareness medical ventilator Awareness volume cycled ventilator Consideration use of ventilator Support how does a ventilator work Awareness
- 16. Challenges • “Assumed” intent • Short Tail Keywords • Consistency • Relevance @yoTodd
- 18. Evaluating Performance • Current Average Rank • Search Volume • Click Through Rate • Relevance • Similarity • Organic Impression Share • (Advertising Cost and Performance)
- 19. Evaluating Performance Current Average Rank Search Volume Click Through Rate • Relevance • Similarity • Organic Impression Share • (Advertising Cost and Performance) @yoTodd
- 20. Evaluating Performance Value to the Sales Stage Future Opportunity @yoTodd
- 21. Sales Funnel 0 10000 20000 30000 40000 50000 60000 70000 80000 Search Volume by Sales Stage Monthly Search Volume Captured Search Traffic @yoTodd
- 22. Outcome • Improved Content Quality • Themes assist in Ranking • Context improves Conversion • Multi-purpose Content • Integration and use in other campaigns • More Content! • Needs identified with clear business purpose @yoTodd
- 23. Todd McMurtrey | Global Digital Marketing Manager Questions?
Notes de l'éditeur
- So simple a meme could do it.
- The standard B2B SEO Model (Non-meme form)
- All the focus on the front end. Nothing to help throughout the funnel. So SEO’s often accomplish their goal while failing their mission.
- This is what’s missing. SEO should support each of these steps.
- Instead of the SEO funnel, let’s rename these steps to a basic sales funnel
- Here’s what a large multi-channel campaign might look like. Where does SEO fit?
- Match the sales steps to our SEO opportunity. Worth noting that different stages have different volumes of search traffic. In traditional “keyword research” we often ignore the value to the sales stage, and instead look at the value as a function of volume and general relevance.
- So how should we research? Not just “think about what a user will type” but also “what will they type at each stage and what kinds of content will they need at that stage.
- Recommendation: Go beyond your “target keywords” and try to get actual search terms. Not always possible with low traffic or new pages.
- Consider how your buyers and buying cycles match up. Keywords may also include “Reviews” (consideration stage) or “support” (retention stage).
- Create your segments
- Intent matching isn’t always accurate with short tail keywords, or different personas use the same search term but at different stages. So we won’t always be right. But the point of “sales path” is that they can move forward or back, rather than reaching an ultimate destination on the first step. So there’s some web and content strategy that needs to support this as well.
- How you know you’re hitting your audience right – we’ve targeted well enough that B2B buyers who search during the week find what they want, but have managed to segment out very similar consumer-focused buyers who would be looking for something completely different but who use very similar search queries.
- Metrics to evaluate performance at the “theme” level
- What Google Webmaster Tools (Search Console) gives
- Performance is also relevant to the stage. Would you pay for all these keywords in an Adwords campaign? Look at what these can do for you.
- Again, the purpose of keyword themes is not necessarily to drive more organic traffic (although it does that too), but to direct organic traffic to the right content based on their needs. It helps us focus on what we’re writing about with a direct connection to how people search based on their needs.