seo and content tatics that will turn visitors into contacts dreamforce 16 chris bennett 97th floor
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SEO & Content Tactics That Will Turn Visitors Into CustomersDreamForce 16Chris BennettFounder/CEO@[email protected]
View This Deck, http://bit.ly/ChrisBennettDF16
Presentation Topic // Presenters Name
2 Themes Today
Answering questions with content
Help Your Ideation Process
In Order to Free Up Time to Work on the Nitty Gritty
The problem is the majority of our content decisions is driven by one thing
Social counts of competitors
Flawed data
No context
They dont care about social shares
How do we do this?
We need ACCURATE data
If you don't know what kind ofcontent to build, you dont haveenough data.
Dont go run and schedule a Brainstorm
Go get more data
When you have enough data theproblem becomes resources notideas
and thats scalable
A Trailblazers Guideto Gathering More Data
Social MiningTools we like to useBuzzSumo
NUVIHashtagifyRadian6
Company-wide Persona Data
Site Search
Use HotJar everywhere, but especially on Q&A/FAQs
hotjar.com
Q&A siteshttp://answerthepublic.com/http://Quora.com/
Talk to your sales and fulfillment team
Ask them what the most common pain points and hurdles are when trying to close the sale
Then take it all to keyword researchTools we like to use
SERPS.com
moz.comBrightEdge.comAdwords
Group and organize your keywords around themes
Notice I didnt say organize yourkeywords by search volume,difficulty, or CPC?
Your content will write itself. Last year this was my entire themehttp://www.slideshare.net/97thfloor/dreamforce-2015-building-content-that-grows-your-business-chris-bennett-97th-floor
Some Examples of Data Inspiring Content
Looked at Persona Data and found a big crossover with fitness/healthy lifestyles and cooking.
that led to keyword research showing YUGE opportunity with recipes utilizing blenders
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Case StudyCopycatRecipes
Case StudyCopycatRecipes
147,000 Pinterest Pins
Ranks for over 7,000 keyword variations
over 5,000 organic visits per month
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Case StudyPeanut ButterSmoothies
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Case StudyPeanut ButterSmoothies
1,300 Different Keywords bringing traffic
100 Keywords in the top 10
1,100 visits a day
Case StudyPeanut ButterSmoothies
STATS
FeaturedSnippet!
but there was one BIG theme staring us right in the face
That apparently every girl on Instagram could have told us
So we made the definitive guide
73% Organic Traffic Increase23% Increase in Referral TrafficYOY
Feedback from sales team and keyword research Showed a lot of vendor comparison questions. I know I want cloud storage but who?
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Case StudyVendor ComparisonGuide
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Case StudyVendor ComparisonGuide
We had so much info we compiled aneBook Buyers Guide.
6.5% Conversion Ratehttps://www.qubole.com/resources/solution/big-data-vendors-comparison/
It works!
When your time isnt spent on ideas you suddenly have more time to DO!
1 Common theme with these examples.
They are all the BEST result for the SERP
Never create content that is not the best result for the SERP Web.
97th Floors Best result checklistScannableCTAsMobileImagesLoad TimeCode ErrorsPage AuthorityTF-IDF
URLPROFILER.comUse URLPROFILER to Start
But I want to focus on one areaScannableCTAsMobileImagesLoad TimeCode ErrorsPage AuthorityTF-IDF
Because im almost certain youre not doing it
TF-IDF = Keyword Density on Roids#Gains
TF-IDF Explainedhttps://moz.com/blog/7-advanced-seo-concepts
Count of Term Appearances on Page
Count of the Most Used Term on the PageRepeated for EVERY Termhttps://97thfloor.com/term-frequecy-analysis
TF-IDF Working Doc
Use this tool to Extract - http://tool.motoricerca.info/keyword-density.phtml
https://draxe.com/coconut-oil-uses/
TF-IDF It Works!
Here is the entire point of my presentation
Use Data To Work Smarter
To Free Up Time to Work on the Nitty Gritty
Results
Thank You
Chris BennettCEO/Founder - 97th [email protected]@chrisbennett
View This Deck, http://bit.ly/ChrisBennettDF16