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Win the Micro-Moment // Webinar

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Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.

To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.

Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.

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Win the Micro-Moment // Webinar

  1. 1. Win the Micro-Moment: Analyze Search Intent, Competitors, and Multi-Channel Marketing
  2. 2. About the Experts Mitul oversees day-to-day operations, and provides strategic direction to all departments at seoClarity. A data-driven serial entrepreneur, information architect, and SEO veteran, his variety of experiences affords him the ability to efficiently assess how to use software tools to meet challenges and drive ROI. Laura leads the Earned Media team to evolve Content Marketing, Organic Search (SEO), Social Media and Market Insights offerings and innovations. She is a storyteller, connector and innovator that brings over 13 years of digital marketing experience to IMI.
  3. 3. Agenda • Micro-Moments • Why They Matter • Understanding Searcher Intent • Leveraging Intent
  4. 4. ” Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. 4
  5. 5. Why Micro-Moments Matter? The customer buying journey has evolved Awareness Consideration Purchase Loyalty Awareness Consideration Purchase Loyalty Awareness Consideration Purchase Loyalty Awareness Consideration Purchase Loyalty Awareness Consideration Purchase Loyalty Awareness Consideration Purchase Loyalty
  6. 6. 82%consult their phones on purchases they’re about to make in a store
  7. 7. 91%turn to their phones for ideas in the middle of a task
  8. 8. ” 1 in 3Purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it.
  9. 9. It’s important to be there
  10. 10. Mapping Moments to Intent KNOW Research & “How-to” - Person, Place, Things, Definitions, Public Data Sets (Weather) Local - Physical world and getting to locations Purchase - Ready to purchase or conduct a transaction DO GO BUY
  11. 11. Beyond the 10 blue links SERPs and Searcher Intent
  12. 12. KNOW Research DO “How-to”
  13. 13. GO Local
  14. 14. BUY Purchase
  15. 15. Winning the Moment Targeting Content to Win the “Know” and “Do” Moments
  16. 16. Segment Efforts by Search Intent
  17. 17. Content Augmentation - Universal Search • Incorporate as many content types as you can into your landing pages! • Understand how universal search types vary by device • Stack content hierarchy accordingly. • Code for mobile when clear advantages are proven. • Understand when markup provides a strategic advantage. • Uncover potential partners to help improve visibility and digital shelf space. • Directories • Influencers • News Outlets
  18. 18. How Do You Identify Micro-Moments? • Explore Your Data • Identify datasets that are currently available at different touch points throughout the journey. • Group Topics to The Consumer Journey • Identify disambiguation issues, intent, CTAs, and cross linking opportunities. • Understand User Context • Where and when are they most likely to execute this query? • Develop and Distribute Content • Make sure that content meets consumer needs. • Distribute it to the appropriate channels and stakeholders to overcome common obstacles.
  19. 19. Identify the Answer Box Opportunity
  20. 20. Combing Through the Data Query Related Keywords • Who, what, where, when, why, how? • Is? • Vs, Compare, Whose, Which? • Should, Could, Would? • Can, Do, Does? • Tutorial • Guide • Instructions Regex: who|what|where|when|why|how|should|could|would|do|does|can|does|compare|vs|whose|which|is|do |guide|instructions|tutorial
  21. 21. #1 - Discover Answer Box Insights
  22. 22. #2 - Answer Box Panel
  23. 23. #3 - Identify What People Ask
  24. 24. Tracking Your Performance
  25. 25. Leverage Competitor Insights
  26. 26. Competitor Analysis - Narrow Your Focus Taking on the big guys can be difficult. ➡ Narrow down your focus ➡ Create subsections ➡ Work your modifiers plus subsection ➡ Find your gems
  27. 27. Find Your Gems • 💡Uncut gems • No current offering for this keyword • Good feedback for product team • Cut gems • Ready to shine, just need some content behind them. • Polished Gems • Ready to introduce to current content.
  28. 28. Explore your own data sets
  29. 29. Search Console Keywords that rank beyond the 2nd page and still drive impressions show an unmet needs! Consider getting aggressive with these keywords by expansion (content augmentation) or addition (depth of content expertise).
  30. 30. Internal Search Data Don’t hope social, customer service or internal search will answer. See people seeking for “how to” in your internal? • How many are going back to Google? • How does that behavior affect your performance with click behavior algorithms? Answer the right question (keyword research), the right way (content strategy), for the right experiences (search landscape analysis). Consideration, purchase and loyalty terms
  31. 31. Customer Service and Social Insights Customer Service and social can be your best friends to help drive content. • Improve your ability to answer questions proactively • Drive visitors to the site for information to capture user data • Improve consistency and clarity of message across channels • Huge opportunity to reduce operating costs Consideration, purchase and loyalty terms
  32. 32. Takeaways • Leverage data to • Segment your audiences • Discover the opportunities • Create content that matches searcher intent • Leverage technologies such as • AMP Pages • Schema Markup
  33. 33. Connect with us! @seoclarity @iMarketingInc 34 Thank You!