Crafting consumer centric content strategies to drive organic growth

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Information about Crafting consumer centric content strategies to drive organic growth

Published on May 31, 2019

Author: dave-freeman

Source: slideshare.net

1. @davefreeman@davefreeman Crafting consumer centric content strategies to drive organic growth

2. @davefreeman@davefreeman Why listen to what I’ve got to say? Group Head of SEO (1 year – current) Columnist (2 years - current) Head of SEO (7 years) Senior SEO Strategist (3 years)

3. @davefreeman@davefreeman I’ve driven organic search success for a host of global and national brands including:

4. @davefreeman@davefreeman

5. @davefreeman@davefreeman Tips and advice for crafting successful organic content strategies

6. @davefreeman@davefreeman Everything in SEO is directly or indirectly related to content Site speed Inbound links CTA’s Sitemaps Navigation Duplication Checkout URLs Status codes Indexation Knowledge Graph IA Internal links Forms Cross device Relevance UX Localisation AMP

7. @davefreeman@davefreeman But we’re just going to focus on three crucial areas Site speed Inbound links CTA’s Sitemaps Navigation Duplication Checkout URLs Status codes Indexation Knowledge Graph IA Internal links Forms Cross device Relevance UX Localisation AMP

8. @davefreeman@davefreeman It’s critical to think beyond SEO as just driving traffic… Attract ConvertEngage

9. @davefreeman@davefreeman From the search engines through to purchase

10. @davefreeman@davefreeman If your content fails at any of these stages consumers are lost Attract ConvertEngageDevice Not visible to consumers in the search engines Consumers bounce due to poor experience Consumers bounce as missing the right content in the right format Missed conversions due to lack of CTA’s or barriers within checkout process

11. @davefreeman@davefreeman Content success lies in focussing on the funnel to understand the consumer journey… DEMAND CREATION DEMAND CONVERSIONCONSIDER ENJOY PURCHASE UNAWARE AWARE UNDERSTAND

12. @davefreeman@davefreeman But most importantly understanding consumers content needs and intent at each stage UNAWARE Not active in market AWARE Entering market UDERSTAND Looking for solutions CONSIDER Seeking advice to narrow shortlist BUY Looking to purchase Enjoy Looking to repeat purchase Attract and Inspire Educate Motivate Convince Convert Support Stage of consumer journey & intent Role of content

13. @davefreeman@davefreeman For each stage understand the gap to competitors Segment by keyword groups aligned to each stage of the consumer journey

14. @davefreeman@davefreeman Size the opportunity Paid search keyword insight On-site search data Google Keyword Planner Ahrefs SEMRush

15. @davefreeman@davefreeman Pinpoint your focus area or areas UNAWARE Not active in market AWARE Entering market UDERSTAND Looking for solutions CONSIDER Seeking advice to narrow shortlist BUY Looking to purchase Enjoy Looking to repeat purchase Attract and Inspire Educate Motivate Convince Convert Support Stage of consumer journey & intent Role of content

16. @davefreeman@davefreeman Undertake a content requirements analysis Understand if there is duplicated or similar content within different site sections Identify areas of thin content Identify areas where language and tone of voice does not align to the target consumer Identify the optimal site structure for the search engines

17. @davefreeman@davefreeman Set stakeholder expectation based on the part of the consumer journey you’re targeting

18. @davefreeman@davefreeman Craft your content for consumers not search engines

19. @davefreeman@davefreeman With three aims in mind “It’s not that we need more content: we need more relevant content.” Jason Miller “Be the best answer” Lee Odden “The best content is that where you can’t tell it has been optimised” David Freeman

20. @davefreeman@davefreeman Research what resonates with consumers

21. @davefreeman@davefreeman Understand the content you are competing with JUST GOOGLE IT

22. @davefreeman@davefreeman Create your content based around intent rather than the search query as consumer intent, not query, powers todays search results

23. @davefreeman@davefreeman Ensuring you focus on topical relevancy rather than keyword Tennis racket review Specs Power Control Maneuverability Comfort Touch/feel Serves Groundstrokes ReturnsSlice TopspinVolleys

24. @davefreeman@davefreeman Add proof points where relevant

25. @davefreeman@davefreeman Add appropriate calls to action aligned to consumer intent and likely next step What is the next intended action for the consumer? Ensure the next step is clear and easy to action

26. @davefreeman@davefreeman The No1 focus at the production stage

27. @davefreeman@davefreeman Transcreation rather than translation

28. @davefreeman@davefreeman Use data to determine if your content will need links to succeed Not all content needs link building to succeed…

29. @davefreeman@davefreeman Use data to understand the competitive landscape and whether you need links to win Does competing content have more authority linking domains? What is it going to take to win? How does domain authority compare?

30. @davefreeman@davefreeman

31. @davefreeman@davefreeman At Treatwell we identified an upper funnel opportunity In January 2018 we created an international editorial team In France, within 1 year editorial content become our second largest organic traffic driver In Spain, within 1 year editorial content became our top organic traffic driver Treatwell Spain organic traffic split

32. @davefreeman@davefreeman This approach drove huge success for National Express National Express were not visible in the search results for route based search terms - they were missing out on 30,000 potential customers per month. By implementing a content strategy focussed on point to point routes they saw a significant performance uplift. Results From only 8 keywords on page 1 and 2% market share to: • 13% market share, jumping from being last in the group to the 2nd largest market share. • Rankings – all target keywords in top 4 positions. • The new content helped achieve a 5% YoY overall increase in organic traffic. • Links earned from over 20 high authority publishers • Over just 12 months the new content netted a 229% ROI

33. @davefreeman@davefreeman In summary Set clear expectations for stakeholders Focus on identifying gaps in the consumer journey and target them based on the size of the opportunity Create content for the consumer not the search engine Add proof points and appropriate calls to action to maximise consumer experience

34. @davefreeman@davefreeman Thank youdavid.freeman@treatwell.com @davefreeman

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