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SearchCon 2016 | Contextual Content with Todd McMurtrey

Contextual content todd mc murtrey - searchcon2016 v2

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SearchCon 2016 | Contextual Content with Todd McMurtrey

  1. 1. May 12 & 13, 2016 | Breckenridge, Colorado
  2. 2. Creating a Content Strategy for Rank and Revenue Keyword Themes Creating Content for Rank and Revenue
  3. 3. Increasingly, search is our mechanism for how we understand ourselves, our world, and our place within it. John Battelle Founder Federated Media
  4. 4. Why We SEO 1. Rank 2. Traffic 3. ??? 4. Sales
  5. 5. Rank to Revenue @yoTodd
  6. 6. Rank to Revenue @yoTodd
  7. 7. Rank to Revenue @yoTodd
  8. 8. Rank to Revenue @yoTodd
  9. 9. Sales Funnel @yoTodd
  10. 10. Sales Funnel @yoTodd
  11. 11. Sales Funnel 0 10000 20000 30000 40000 50000 60000 70000 80000 Search Volume by Sales Stage Monthly Search Volume Captured Search Traffic @yoTodd
  12. 12. Themes Think about what your user is going to type. Matt Cutts Google
  13. 13. • Search Data • Search Console / Webmaster Tools • Moz / Target List • Adwords • [Not Provided] Segmenting Intent @yoTodd
  14. 14. 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” @yoTodd
  15. 15. Examples Queries Category ventilator Awareness mechanical ventilation Awareness types of ventilator Consideration mechanical ventilator Awareness types of ventilators Consideration high pressure alarm on mechanical ventilation Support types of mechanical ventilation Awareness ventilator settings Support ventilators Awareness what is mechanical ventilation Awareness ventilator modes Support type of ventilator Awareness home ventilator Awareness what is ventilator Awareness medical ventilator Awareness volume cycled ventilator Consideration use of ventilator Support how does a ventilator work Awareness
  16. 16. Challenges • “Assumed” intent • Short Tail Keywords • Consistency • Relevance @yoTodd
  17. 17. Segmenting Intent @yoTodd
  18. 18. Evaluating Performance • Current Average Rank • Search Volume • Click Through Rate • Relevance • Similarity • Organic Impression Share • (Advertising Cost and Performance)
  19. 19. Evaluating Performance  Current Average Rank  Search Volume  Click Through Rate • Relevance • Similarity • Organic Impression Share • (Advertising Cost and Performance) @yoTodd
  20. 20. Evaluating Performance  Value to the Sales Stage  Future Opportunity @yoTodd
  21. 21. Sales Funnel 0 10000 20000 30000 40000 50000 60000 70000 80000 Search Volume by Sales Stage Monthly Search Volume Captured Search Traffic @yoTodd
  22. 22. 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 @yoTodd
  23. 23. Todd McMurtrey | Global Digital Marketing Manager Questions?

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