Leveraging Search to Create A Unified Customer Experience By Laura Ann Mitchell
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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Adaptable Content: The "New Organic" SEO. PRESENTATION: Leveraging Search to Create A Unified Customer Experience - Given by Laura Ann Mitchell, @intel - Intel, Laura Ann Mitchell. #SMX #31A3
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Leveraging Search to Create A Unified Customer Experience By Laura Ann Mitchell
- 1. #SMX #31A3 @intel Leveraging Search to Create A Unified Customer Experience
- 2. #SMX #31A3 @intel From the Edge to the Core What happens when you live on the edge?
- 3. #SMX #31A3 @intel You become a party of one - an isolated island, disconnected from the core
- 4. #SMX #31A3 @intel What happens when the isolated islands span: hundreds of domains hundreds of thousands of pages dozens of ccTLDs
- 5. #SMX #31A3 @intel You get a plethora of siloed, disparate sites across multiple platforms that rarely talk to each other
- 6. #SMX #31A3 @intel Why is this a problem? Because customers get a plethora of siloed, disparate sites across multiple platforms that rarely talk to each other….
- 7. #SMX #31A3 @intel Making it difficult for them to find relevant content easily, resulting in a poor user experience
- 8. #SMX #31A3 @intel First, it brought this problem to light What is the role of search?
- 9. #SMX #31A3 @intel And beyond that Search plays an important part in corralling the disparate site experience
- 10. #SMX #31A3 @intel How Exactly is Search Going to Do that? Search enables a unified customer journey by strengthening the connective tissue between experiences to deliver a User First approach
- 11. #SMX #31A3 @intel From the Edge to the Core The Role of Search in Content Strategy
- 12. #SMX #31A3 @intel The Value of Search Search As A Channel Search As Insight
- 13. #SMX #31A3 @intel Our goal as marketers is to understand and connect with our audience
- 14. #SMX #31A3 @intel How do we gain an understanding of our audience?
- 15. #SMX #31A3 @intel We start with the “world’s largest focus group”
- 16. #SMX #31A3 @intel What do we learn? What are they interested in? What problems do they have? Who influences their journey? What content types are they finding?
- 17. #SMX #31A3 @intel With key insights from search, we quickly learn the most effective way to connect with our audience…. Often before they have even considered our brand.
- 18. #SMX #31A3 @intel How do we adopt this User First approach?
- 19. #SMX #31A3 @intel Enterprise Search & Content Maturity Curve Maturity BusinessValue Afterthought Input Coordinated Unified Brand First User First
- 20. #SMX #31A3 @intel Enterprise Search & Content Maturity Curve Maturity BusinessValue Afterthought Input Coordinated Unified Can you help us optimize this content we already have? Can you tell us what keywords we should target for the content we’re going to create? Can you tell us how to best coordinate our content efforts across our Business Units/Brands?
- 21. #SMX #31A3 @intel Enterprise Search & Content Maturity Curve Maturity BusinessValue Afterthought Input Coordinated Unified Can you help us define a unifying content strategy across our BUs/Brands that delivers a consistent and streamlined experience for every user? Paradigm Shift
- 22. #SMX #31A3 @intel From the Edge to the Core Building the Bond – An Intel Case Study
- 23. #SMX #31A3 @intel Solution Overview BDM Maker Gamer Strategy Strategy Strategy Strategy Strategy Strategy ITDM Developer Consumer Each group creates their own content based on their particular perspective • Content is created in silos resulting in different experiences across the site. • We create large amounts of detail content with no central hub of authority on topics. In short, the user experience is inconsistent and often results in poor journeys.
- 24. #SMX #31A3 @intel Objective Strategy BDM Maker Current State Goal State We are aligning to a Unifying Central Strategy that provides a consistent, streamlined experience for every user. BDM Maker Gamer Strategy Strategy Strategy Strategy Strategy Strategy ITDM Developer Consumer
- 25. #SMX #31A3 @intel Solution CMS Utilize a consistent site structure that delivers a streamlined experience for each user Dynamic Site Structure CMSTemplates Deliver a consistent experience through the use of defined Page Types and Life Cycle management PageTypes/Life Cycle Customer Intent Modeling Create content that aligns with the interests of our audience User Intent PersonalizationTechnology Improve relevance and deliver a simplified experience for every user Contextualization DynamicContent Delivery Leverage engagement on high traffic pages to merchandise our solution offerings Merchandising MobileOptimizationOptimize the Experience based on the User’s Device Right Device Web AnalyticsMonitor KPIs to understand what’s working or not working and why to continually optimize our efforts Close the Loop
- 26. #SMX #31A3 @intel Direct InDirect OrganicTraffic data can help us determine if our content is balanced between the interest of our brand and our users Direct - Content earns ranking in search which results in Direct clicks Indirect - Other content on the site ranks in search resulting in pageviews of content from cross links How Do We Know it’s Working?
- 27. #SMX #31A3 @intel How Do We Know it’s Working? Balanced Hub Pages When a hub page is well balanced it receives an equal blend of Direct and Indirect Pageviews. • DirectViews – Hub Pages earn visibility in search through relevance and authority • IndirectViews – Hub Pages act as the central hub of for neighborhoods of content Detail Detail Detail Detail Detail Detail Detail Detail Detail Hub
- 28. #SMX #31A3 @intel Hub Detail Detail Detail Detail Detail Detail Detail Detail Detail How Do We Know it’s Working? Balanced Detail Pages Detail content should be evenly distributed across a spectrum from: What Our Audience is Looking For (Direct) to What We Want to Say (Indirect)
- 29. #SMX #31A3 @intel Putting it All Together This holistic approach based on a unifying central strategy utilizes a Site Structure built on the use of Page Types with defined roles to meet the needs and interest of diverse audiences resulting in a consistent and streamlined experience for each user. Delivering the right message to the right user at the right time Strategy BDM Maker
- 30. #SMX #31A3 @intel From the Edge to the Core Extending the Value of Organic Search
- 31. #SMX #31A3 @intel Transforming the Brand DisruptExpand Defend & Extend Leverage strength, history, and equity garnered from PC market to create relevance and credibility in adjacent categories Spotlight new-to-market products, embedded technologies and security solutions to expand Intel brand definition. Focus on the cutting edge of technology innovation Evolve focus to what the technology inside enables in better, more powerful, more meaningful, more immersive, more engaging product experiences Offer a clear path for our millions of monthly visitors to explore content on new adjacent categories Leverage search insights to create content that goes beyond our core. Explore new content opportunities focused on non branded terms that intercept searchers that are not yet considering our brand Search as a Brand Builder
- 32. #SMX #31A3 @intel Search is the one channel that ties all of the disparate sites together. There have never been more ways to engage with our customers. While nearly every path is unique, Search almost always plays a role in the journey. Search as the Key Connective Tissue
- 33. #SMX #31A3 @intel Search as a native advertising tool We can exploit millions of FREE impressions to a highly qualified target audience each month to promote new content aligned to business critical priorities. We do this by developing an action plan to improve the merchandising power of the site by leveraging our top pages from organic search to promote our priority campaigns and drive engagement.
- 34. #SMX #31A3 @intel Key Takeaways Think “User First” Balance content between what you want to say and what your audience cares about Adopt a Digital Native approach
- 35. #SMX #31A3 @intel LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX