searchcon 2016 | contextual content with todd mcmurtrey
TRANSCRIPT
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
0
10000
20000
30000
40000
50000
60000
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80000 Search Volume by Sales Stage
Monthly Search Volume
Captured Search Traffic
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Themes
Think about what your user is going to type.Matt Cutts
• 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
0
10000
20000
30000
40000
50000
60000
70000
80000 Search Volume by Sales Stage
Monthly Search Volume
Captured Search Traffic
@yoTodd
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?