John takes us through the idea of 'Contextual optimisation'. As Google evolves, it’s no longer enough to optimise content on a page-by-page basis. Focussing on complementary and conflicting content, John shows us that an ecosystem approach to content creation is the only way to futureproof revenue and preserve value.

1. John Brasington
@PatchBrasington
Pi Datametrics
Contextual optimisation:
How to create value led
content for your ecosystem
https://www.slideshare.net/pidatametrics

2. 2pi-datametrics.com

3. 3pi-datametrics.com | @PiDatametrics | @PatchBrasington
Contents
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SERP ecosystem

5. 5pi-datametrics.com | @PiDatametrics | @PatchBrasington
SEO begins inside
the mind of your customers

6. 6pi-datametrics.com | @PiDatametrics | @PatchBrasington
Traditional approaches
alone are no longer working

7. 7pi-datametrics.com | @PiDatametrics | @PatchBrasington
Keywords and positions are still important but
Ecosystems are everything

8. 8pi-datametrics.com | @PiDatametrics | @PatchBrasington
What do we mean by
Contextual Optimisation?

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Here’s what happens
when we don’t

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CNN - Google visibility ‘donald trump’ (5,317,500 average monthly searches)
These pages are
phenomenally authoritative

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CNN - Google visibility ‘president donald trump’ (81,890 average monthly searches)

12. 12pi-datametrics.com | @PiDatametrics | @PatchBrasington
Google visibility ‘donald trump’ (5,317,500 average monthly searches)

13. 13pi-datametrics.com | @PiDatametrics | @PatchBrasington
Before you create and publish new content
Stop and think

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My Ecosystem
MyBrand.com
MyBrandSocial.com
MyBrandPartner.com
MyBrandPR.com

15. 15pi-datametrics.com | @PiDatametrics | @PatchBrasington
My Ecosystem
Our focusMyBrand.com

16. 16pi-datametrics.com | @PiDatametrics | @PatchBrasington
My Ecosystem

17. 17pi-datametrics.com | @PiDatametrics | @PatchBrasington
My Ecosystem

18. 18pi-datametrics.com | @PiDatametrics | @PatchBrasington
My New Content - Meet My Ecosystem
My new content

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Categorise your
ecosystem

20. 20pi-datametrics.com | @PiDatametrics | @PatchBrasington
Complementary
Neutral
Potentially
conflicting
Categories
My New Content - Meet My Ecosystem
My new content

21. 21pi-datametrics.com | @PiDatametrics | @PatchBrasington
My New Content - Meet My Ecosystem
Complementary
Neutral
Potentially
conflicting
Categories
My new content

22. 22pi-datametrics.com | @PiDatametrics | @PatchBrasington
Set in context - which is the most
appropriate & valuable doorway
into my world for this term?
Step 1 - focus on the potentially conflicting content
A B
C D
Complementary
Neutral
Potentially
conflicting
Categories

23. 23pi-datametrics.com | @PiDatametrics | @PatchBrasington
Step 2 - focus on the complementary content
Complimentary
Neutral
Potentially
Conflicting
Categories
Make contextually relevant connections.
Link with reader and search engine in mind
A B
C D
E F
G

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So - how do we find
Complementary and
conflicting content?

25. 25pi-datametrics.com | @PiDatametrics | @PatchBrasington
Figuring out my entity groups

26. 26pi-datametrics.com | @PiDatametrics | @PatchBrasington
Figuring out my entity groups

27. 27pi-datametrics.com | @PiDatametrics | @PatchBrasington
Figuring out my entity groups

28. 28pi-datametrics.com | @PiDatametrics | @PatchBrasington
Figuring out my entity groups
The complements

29. 29pi-datametrics.com | @PiDatametrics | @PatchBrasington
●
<Title>
The Mueller Case
etc. etc.
More about the Mueller Case
The Mueller Case was held
on...
The reports from the
Mueller Case claim...
A
C
E
Figuring out my entity groups

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Share of voice: The VALUE of contextual optimisation

31. 31pi-datametrics.com | @PiDatametrics | @PatchBrasington
Revenue: The VALUE of contextual optimisation

32. 32pi-datametrics.com | @PiDatametrics | @PatchBrasington
3. CHECK...
...the search results for the term you’re optimising
for.
Do you see any pages from your domain?
YES NO
New content guide
1. BEGIN...
...with the customer.
What search phrase would they use to find your
content? This forms the basis for Page Theming.
2. IMPORTANT:
Before publishing ask yourself:
“Do we have other similar or related content on-site?”
Use the site operator in Google for clues:
e.g. site:mysite.com intitle:search term
3. CHECK AGAIN:
Try removing
the ‘intitle:’ from
the search operator.
6. THEME…
...The new page for this term and link back
to it appropriately.
Ensure the Title is unique and contains the
term.
5. DECIDE:
Which page do you want to
position for the term you are optimising?
AN EXISTING PAGE
THENEWPAGE
4. ASK...
Are the pages complementary or
conflicting?
COMPLEMENTARY
CONFLICTING
6. COMPLEMENT
Your new page is complementary. As it is new it has the potential to conflict so theme
and link between this and the chosen existing page carefully. This page may well position
in its own right for derivative and longer tail queries.
5. LINK...
...any existing and relevant complementary pages to your new content, using the destination
theme term as the anchor text. Don’t overdo it! These should benefit the searcher as well as
Google.

33. John Brasington
pi-datametrics.com | @PiDatametrics |
@PatchBrasington
Thank you