searchcon 2016 | contextual content with todd mcmurtrey

May 12 & 13, 2016 | Breckenridge, Colorado

Creating a Content Strategy for Rank and Revenue

Keyword ThemesContextual Content

Creating Content for Rank and Revenue

Increasingly, search is our mechanism for how we understand ourselves, our world,

and our place within it. John BattelleFounder

Federated Media

Why We SEO

1. Rank2. Traffic3. ???4. Sales

Rank to Revenue

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Rank to Revenue

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Rank to Revenue

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Rank to Revenue

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Sales Funnel

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Sales Funnel

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Sales Funnel

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Captured Search Traffic

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Themes

Think about what your user is going to type.Matt Cutts

Google

• Search Data• Search Console / Webmaster Tools• Moz / Target List• Adwords• [Not Provided]

Segmenting Intent

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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”

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ExamplesQueries Categoryventilator Awarenessmechanical ventilation Awarenesstypes of ventilator Considerationmechanical ventilator Awarenesstypes of ventilators Considerationhigh pressure alarm on mechanical ventilation Supporttypes of mechanical ventilation Awarenessventilator settings Supportventilators Awarenesswhat is mechanical ventilation Awarenessventilator modes Supporttype of ventilator Awarenesshome ventilator Awarenesswhat is ventilator Awarenessmedical ventilator Awarenessvolume cycled ventilator Considerationuse of ventilator Supporthow does a ventilator work Awareness

Challenges

• “Assumed” intent• Short Tail Keywords• Consistency• Relevance

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Segmenting Intent

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Evaluating Performance

• Current Average Rank • Search Volume• Click Through Rate• Relevance• Similarity• Organic Impression Share• (Advertising Cost and Performance)

Evaluating Performance

Current Average Rank Search Volume Click Through Rate• Relevance• Similarity• Organic Impression Share• (Advertising Cost and Performance)

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Evaluating Performance

Value to the Sales Stage

Future Opportunity

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Sales Funnel

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Monthly Search Volume

Captured Search Traffic

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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

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Todd McMurtrey | Global Digital Marketing Manager

Questions?