Learn more about content marketing and search experience optimization.

1. SEO
Research
and
Content
SMX
Milan
2014

2. 2
Search
Experience
Op;miza;on.
Audience.
Design.
Compliance.
It’s
about
intercep(ng
the
most
produc;ve
audiences
and
delivering
experien(al
content.
@pastespecial
@ideaevolver

3. 3
Performance
Analysis
Content
is
evaluated
on
search
intercep;ons,
engagement
and
conversions
Anthony& Sylvan
Home Page
Header Links
14
5 6
1.0 Pools & Spas 2.0 Why A&S 3.0 Renovations 4.0 Pool Supplies 5.0 Get Educated
15 1.1 Concrete Pools
1) Pool Shapes
Locations
AnthonySylvan.com
Ranking By Organic Interceptions - Content Audit
April 16, 2014
1.2 Fiberglass Pools
1.3 Spas
Footer Links
3.0 Renovation
Gallery
3.1 Special Offers
F1 Sylvan Fence F2 Pro. Partnerships F3 Customer Service
Pool Gallery
4.1 Online Store
4.2 Retail Stores
4.3 Pool Products
4.4 Pool Service
5.1 Pool and Spa
Options
5.3 Pool Type
Comparisons
5.4 Top 100 Reasons
To Own A Pool
5.5 How To Select
Your Pool Builder
5.2 Pool Equipment
and Products
5.6 Eco-Friendly
5.7 How To Select
Equipment For Your
Pool
5.8 Pool Fencing
H1 Financing H2 iSwim H3 Blog
H4 About Us
Request
Consultation
Coupons
Connecticut
Delaware
Maryland
Las Vegas Nevada
New Jersey
New York
North Carolina
Pennsylvania
South Carolina
Texas
Virginia
Washington DC
1
7
2
11
12
3
4
8
9
13
a) Concrete Shapes
b) Fiberglass Shapes
2) Pool Finishes
a) Concrete Finish
b) Fiberglass Finish
3) Salt vs. Chlorine
4) Tile and Mosaics
5) Coping
6) Decking
7) Water Features
8) Custom Features
9) Lighting
1) Automatic Controls
2) Cleaning Systems
3) Pumps and Filters
4) Sanitizer/Chlorinator
5) Heaters
6) Safety Covers
10
F4 Employment
F9 Legal Info
F6 Our Warranty
F7 Privacy Policy F8 FAQ’s
F5 Testimonials
Other Content
@pastespecial
@ideaevolver

4. 4
Search
Data
Analysis
Iden;fy
in-­‐demand
content
marke;ng
opportuni;es
and
trends
n
bbq
chips
n
salt
and
vinegar
chips
n
sweet
potato
chips
n
sour
cream
chips
n
jalapeño
chips
n
cough
remedies
n
flu
remedies
n
fever
remedies
n
cold
remedies
n
remedies
for
kids
n
dosing
n
dosage
n
carbonated
water
n
soda
water
n
seltzer
water
n
sparkling
water
@pastespecial
@ideaevolver

5. 5
Loca;on
Analysis
oab
Brazil
shows
most
ac;vity
overac(ve
bladder
United
States
shows
most
ac;vity
• Cri;cal
for
interna;onal
and
secondary
language
campaigns
• Emphasizes
the
importance
of
acronym
op;miza;on
@pastespecial
@ideaevolver

6. 6
Device
Analysis
• 64%
of
Chinese
food
searches
are
performed
on
mobile
devices
• 27%
of
eBook
searches
are
performed
on
tablets
• 89%
of
LinkedIn
searches
are
performed
on
computers
43%
11%
46%
mobile
tablet
laptop
@pastespecial
@ideaevolver

7. 7
Relevancy
Analysis
/spas/
or
/outdoor-­‐spas/
to
connect
with
homeowners
spas
Intent for day spas
outdoor spas
Intent for at in-ground hot tubs
@pastespecial
@ideaevolver

8. 8
Relevancy
Analysis
Dosing
verse
Dosage.
@pastespecial
@ideaevolver
dosing
Intent for dosing pumps
dosage
Intent for ingesting medication

9. 9
Suggest
(
Real
Time
)
Analysis
@pastespecial
@ideaevolver

10. Search
Engine
Result
Page
Analysis
10
n
Webpages
n
Appsn
Recipes
n
News
n
Images
n
Videos
Align
content
strategy
with
search
engine
real
estate
@pastespecial
@ideaevolver

11. 11
Live
SERP
Ac;va;on
Example
@pastespecial
@ideaevolver

12. 12
Content
Analysis
and
Idea
Genera;on
Graveyard
Cake
Mummy
Dogs
Witch
Finger
Cookies
@pastespecial
@ideaevolver

13. 13
Yogurt
Search
Experience
@pastespecial
@ideaevolver

14. 14
Migraine
Pa;ent
Search
Experience
@pastespecial
@ideaevolver

15. 15
A
Growing
Opportunity
n
soda
water
n
sparkling
water
n
seltzer
water
n
carbonated
water
n
water
benefits
n
benefits
of
water
n
lime
soda
water
n
lemon
soda
water
n
lime
sparkling
water
n
lemon
sparkling
water
n
water
benefits
hair
n
Water
benefits
skin
n
water
benefits
weight
loss

16. 16
Sparkling
Water
Search
Experience
0.0 Home
2.0 Promotions 4.0 About
1.0 Waters 3.0 Benefits of
Water
2.1 Rewards 3.1 Hydration
3.2 Weight Loss
3.1.1 Hydration
Quiz
3.3 Skin and Hair
4.1 Corporate
Responsibility
4.2 Contact Us
1.1 Purified
( Bottled Water )
1.2 Splash
( Flavored Water )
1.3 Exotics
( Sparkling Water )
1.4 Purification
Process
1.2.1 Strawberry
Melon
1.2.2 Acai Grape
1.2.3 Mandarin
Orange
1.2.4 Lemon
1.3.1 Mango Peach
Pineapple
1.3.2 Key Lime
1.3.3 Strawberry
Dragon Fruit
1.3.4 Tangerine
3.3 About Sparking
Water
3.4 Kid’s Guide
@pastespecial
@ideaevolver

17. Digital
Asset
Integra;on
@pastespecial
@ideaevolver

18. Experien;al
Content
–
Where’s
the
Flavor?
@pastespecial
@ideaevolver
18

19. Experien;al
Content
–
Design
for
Emo;on
@pastespecial
@ideaevolver
19

20. Structured
Data
20
Enhance
organic
search
lis;ngs
and
search
engine
understanding
@pastespecial
@ideaevolver

21. 21
Page
(
Content
)
Technical
Compliance
Pages
need
to
be
configured
for
search
engine
guidelines
and
speed
@pastespecial
@ideaevolver

22. Aug
1,
2013
–
Nov
30,
2013
22
Compared
to:
Aug
1,
2012
–
Nov
30,
2012
Recipe
Visits
up
136%
n
Before
Implementa;on
n
Ajer
Implementa;on
• Website
sessions
increased
67%
• Thanksgiving
day
sessions
increased
62%
@pastespecial
@ideaevolver

23. Jan
1,
2013
–
Dec
31,
2013
23
Compared
to:
Jan
1,
2012
–
Dec
31,
2012
Product
Page
Visits
up
170%
• Website
sessions
increased
71%
n
Before
Implementa;on
n
Ajer
Implementa;on
• Linking
domains
increased
190%
• #4
in
Google
for
Greek
yogurt
@pastespecial
@ideaevolver

24. • Bounce
rate
improved
by
32.33%
24
n Before Implementation n After Implementation
@pastespecial
@ideaevolver
Jan
1,
2014
–
Aug
31,
2014
Compared
to:
Jan
1,
2013
–
Aug
31,
2013
Product
Page
Visits
up
99%

25. 25