The concept of the funnel is so fundamental to digital marketing, it's hard to imagine a world where it doesn't serve as the go-to metaphor for lead generation and capture. There's only one problem: it doesn't fit with the way real humans engage with information on today's internet.With access to more data than ever before—and tech to interpret that data for marketers looking to write the right content to drive organic traffic—we now know the better framework for marketers to embrace is the spiderweb.
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Think Spiderwebs, Not Funnels For Remarkable SEO Results - Ryan Brock, Demand Jump
1. Think Spiderwebs,
Not Funnels For
Remarkable SEO Results
MASTER
CLASS
Ryan Brock
CHIEF SOLUTION OFFICER
DEMAND JUMP
SAN DIEGO, CA ~ MAY 22 - 23, 2023
DIGIMARCONCALIFORNIA.COM | #DigiMarConCalifornia
8. THIS IS MATT, SHOE CONNOISSEUR.
● Owns many pairs of shoes
● Wants what he calls
“summering shoes”
● Kind of pretentious, honestly
9. THIS IS GINA, THOUGHTFUL GIFTER.
● Needs birthday gift for husband
● Tired of hearing about “sailing
trip with the boys”
● Figures boat shoes will be
appreciated
19. THIS IS THE QUESTION WE NEED TO ASK.
What if we could know with 100% certainty
what our customers are searching for
around a given topic—and only create the
content that aligns with their many winding
journeys?
21. THIS IS HOW SEO USED TO BE DONE.
“boat shoes”
Build a keyword list:
● Related terms
● High MSV
● Mix of broad and
specific
Write content:
● One keyword per
article
● Use domain expertise
22. THIS ASSUMES THE SAME QUESTIONS IN ORDER.
“boat shoes”
Build a keyword list:
● Related terms
● High MSV
● Mix of broad and
specific
Write content:
● One keyword per
article
● Use domain expertise
23. THIS DOES NOT HELP YOU LEARN WHAT TO WRITE.
“boat shoes”
Build a keyword list:
● Related terms
● High MSV
● Mix of broad and
specific
Write content:
● One keyword per
article
● Use domain expertise
24. THIS IGNORES IMMEDIATE USER CONTEXT.
“boat shoes”
Build a keyword list:
● Related terms
● High MSV
● Mix of broad and
specific
Write content:
● One keyword per
article
● Use domain expertise
30. THIS IS A CLOSER LOOK AT THE HUBS AND SPOKES.
boat
shoes
breathable
boat shoes
best
boat shoes
cheap boat
shoes
what are the best
boat shoes to wear
without socks?
whats the least i
can pay for quality
boat shoes?
who makes the
best boat shoes?
what shoe
material is the
most breathable?
how fast do
boat shoes dry?
31. THIS IS A FAMILIAR SHAPE.
boat
shoes
breathable
boat shoes
best
boat shoes
cheap boat
shoes
what are the best
boat shoes to wear
without socks?
whats the least i
can pay for quality
boat shoes?
who makes the
best boat shoes?
what shoe
material is the
most breathable?
how fast do
boat shoes dry?
32. THIS IS THE EXACT CONTENT YOU SHOULD WRITE.
boat
shoes
breathable
boat shoes
best
boat shoes
cheap boat
shoes
what are the best
boat shoes to wear
without socks?
whats the least i
can pay for quality
boat shoes?
who makes the
best boat shoes?
what shoe
material is the
most breathable?
how fast do
boat shoes dry?
33. THIS IS HOW YOU EMBRACE THE SPIDERWEB.
Start by understanding
how people really talk
about a topic, not just the
primary keyword of the
topic.
34. THIS IS HOW YOU EMBRACE THE SPIDERWEB.
Understand not just
words but whole
“conversations” customers
are having about the topic.
35. THIS IS HOW YOU EMBRACE THE SPIDERWEB.
Don’t be the friend who
tries to “jump right to the
solution to the problem.”
36. THIS IS HOW YOU EMBRACE THE SPIDERWEB.
Design content to rank on
Page One for the ways
customers are talking, not
just for the terms you
think are the best.
37. THIS IS HOW ONE COMPANY USED TO DO IT.
LIFE SETTLEMENT
STUFF
RETIREMENT
TIPS
GRANDPARENT
STUFF
ADVISOR
STUFF
38. THIS WASN’T GETTING US ANYWHERE.
LIFE SETTLEMENT
STUFF
RETIREMENT
TIPS
GRANDPARENT
STUFF
ADVISOR
STUFF
39. THIS WASN’T A TERM CUSTOMERS KNEW.
LIFE SETTLEMENT
STUFF
RETIREMENT
TIPS
GRANDPARENT
STUFF
ADVISOR
STUFF
40. THIS WAS WHAT CUSTOMERS WERE SEARCHING.
Selling a
life
insurance
policy
cash value life
insurance
calculator
taxable gains
on life
insurance
policies
life insurance
settlements
How is cash value
of life insurance
calculated?
What are life
insurance
settlements?
Are proceeds
from cashing in a
life insurance
policy taxable?
How is cash
surrender value of
term life insurance
calculated?
Does a term life
insurance policy
have cash value?
41. THIS IS WHAT WE WROTE.
Selling a
life
insurance
policy
cash value life
insurance
calculator
taxable gains
on life
insurance
policies
life insurance
settlements
How is cash value
of life insurance
calculated?
What are life
insurance
settlements?
Are proceeds
from cashing in a
life insurance
policy taxable?
How is cash
surrender value of
term life insurance
calculated?
Does a term life
insurance policy
have cash value?
42. THIS IS HOW WE LINKED PIECES TOGETHER.
Selling a
life
insurance
policy
cash value life
insurance
calculator
taxable gains
on life
insurance
policies
life insurance
settlements
How is cash value
of life insurance
calculated?
What are life
insurance
settlements?
Are proceeds
from cashing in a
life insurance
policy taxable?
How is cash
surrender value of
term life insurance
calculated?
Does a term life
insurance policy
have cash value?
43. THIS IS THE GOOD THING THAT HAPPENED.
17 263
PAGE ONE RANKINGS
BEFORE SPIDERWEB
PAGE ONE RANKINGS
AFTER SPIDERWEB