2. Let’s start at the beginning:
Why do people search?

3. 1) They Want to Do Something!

4. 2) They Want to Know Something!

5. 3) They Want to Go Somewhere!

6. Keep it simple - give them what they want!
DO – KNOW – GO

7. Do = Transactional Content
Use informational content to
assist your transactional
content’s rankings – not
replace it
Don’t lose the conversion!

8. Know = Informational Content
Find common questions & answer them

9. Then setup alerts to answer these questions on
blogs/forums/Q&A sites = easy links!

10. Go = Navigational / Branded Search
These are your top-converting keywords – prioritise them!
SEO Case study - 121% improvement for branded product ID queries:

13. Keyword research tools lack the creativity
you need for great content
What content does your audience really want to see?

14. What does content success/failure look like?
http://uk.blueglass.com/blog/content-auditing/

16. How engaged is your audience?
Comments are an under-rated KPI

18. Wrong!
1. You need an audience
2. You need a reason why people
will share/link

19. If you don’t have a large audience – leverage
someone else’s while you build one!

21. 1) It’s interesting/insightful

22. 2) It’s from a brand they love

23. 3) Social validation –
it makes them look knowledgeable

24. 4) It’s funny/entertaining

25. 5) There’s an incentive

27. Source: New York Times Insights &Linkdex
• http://nytmarketing.whsites.net/mediakit/pos/
• http://www.linkdex.com/blog/the-psychology-of-online-sharing/

28. 1) Altruist – charitable/helpful

29. 2) Careerists – build a reputation

30. 3) Hipsters – being first to share

31. 4) Boomerangs – feel connected

32. 5) Connectors – stay in touch

33. 6) Selectives – expect a reaction

35. Summary
1. Solve your audiences problems by matching their
search intent with great content
2. Leverage audiences for wider coverage & outreach
3. Think about why someone would share/link to your
content