The document discusses search engine optimization (SEO) strategies. It notes that in the past, companies would create separate webpages and content for similar keywords, but that Google now sees these as duplicates. The document evaluates options like canonical tags and noindexing pages. It recommends creating broad, in-depth content that covers topics from an audience's initial search to purchase to become a resource at all stages of their journey. Finally, it discusses how conversational search will grow and how to prepare content for voice assistants and instant answers.

1. COPYRIGHTJAYWINGPLC2015
Why the
“new keyword = new page”
approach to SEO
is .
@epiphanysearch

2. COPYRIGHTJAYWINGPLC2015
The Problem
@epiphanysearch

3. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
The Old Approach
“vintage bike insurance”
“classic bike insurance”
Two keywords, two sets
of content, two URLs
If it’s an important term, let’s make a page for it!

4. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
But Google Thinks They’re the Same …
We searched for vintage bike insurance …
We got back results for classic bike insurance
Google thinks they’re the same thing – even though
they’re actually slightly different

5. COPYRIGHTJAYWINGPLC2015
Keyword cannibalisation
+ catch-all pages for similar, smaller terms
Many terms which were targeted with individual
landing pages were semantically very similar –
however separate pages were necessary as
the policies differed.
When dealing with many variations of similar
terms with low search volume – a page
targeting the umbrella term can often work as a
“catch-all” page.
classic bike insurance
vintage bike insurance
scooter insurance
moped insurance
offroad bike insurance
mx bike insurance
Motocross insurance
pit bike insurance
trials bike insurance
@epiphanysearch

6. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
The Options
<meta name="robots" content="noindex, follow" />
<link href="http:/www.example.com/canonical-version-of-page/" rel=canonical" />

7. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
What Did We Choose?

8. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Results
Within 3 weeks of implementing the fix terms moved for the first time onto page 1, where they have
remained since, and now share the same higher ranking with the same ranking page – no more flip-
flopping
0
2
4
6
8
10
12
14
16
18
1st Jan 5th Jan 8th Jan 12th Jan 14th Jan 21st Jan 28th Jan 2nd Feb Current
scooter insurance moped insurance

9. COPYRIGHTJAYWINGPLC2015
Is All My Content Really
Necessary?
@epiphanysearch

10. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
And that doesn’t even cover …
2015
2016

11. COPYRIGHTJAYWINGPLC2015
How do I increase my search
relevance now?
@epiphanysearch

12. COPYRIGHTJAYWINGPLC2015
Know Your Audience
@epiphanysearch

13. COPYRIGHTJAYWINGPLC2015
How Do I Find Out About My Audience?
Internal
site
searches
Focus
groups
Analytics
information
Sales
people &
call centres
@epiphanysearch

14. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
No site should be limited to a finite set of “money
keywords”. Growing relevance for more terms lessens the
dependency on a small set of keywords.
We want to be visible at every possible organic
touch-point as a potential customer starts their discovery
journey, narrows it, compares and chooses.
Content
Strategy Aim:
Broaden your organic visibility
Purchase
Decision
Research
problem
Research
solutions

15. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Content & UX
• Who is the best answer to
the query I’m attempting
to answer?
• How do I become the best
answer?
• How can I appear at all
stages of a customer’s
potential journey through
searching?
• Will my content do what I
need it to?
Stage Step Example Search Phrases Goals
Informational
Researching ways to
cover costs
How can I tell when I need a new car
battery
Replacing a car battery
Fitting a car battery
What does a car battery look like? Sessions
Guide / information
downloads
SignupsHigh level browsing
Which car battery do I need?
Car battery for Mazda
Seeking opinions
Best car batteries
Quality car batteries
Transactional Gathered the specifics
Exide car battery
Lion car battery
Buy car battery
Cheap car battery
Purchases
Post-sale Managing
Car battery working correctly
Car battery guarantee
Sessions

16. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Long Tail = More Accessible SERP

17. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Search is a journey
We need to ensure our content
covers multiple touch points while
serving the needs of the user at
every stage.
It often takes multiple visits to
convert, individual channels all
contribute

18. COPYRIGHTJAYWINGPLC2015
Implementation
@epiphanysearch

19. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Is Your Blog Still Valuable?
• What are you posting?
• How often are you posting it?
• Who is responsible for it?

20. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Where Can You Host Content?
How connected is it to your main content?

21. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Can It Lead to Conversion?

22. COPYRIGHTJAYWINGPLC2015
Can You Make Your Content Work Harder?
Find that
content’s
audience and
work to gain
coverage for it
Can you be a
resource for
another site?
Can you attach a
survey or
valuable data to
gain headlines?
Think about
how many
purposes your
content can
serve before
you write it
@epiphanysearch

23. COPYRIGHTJAYWINGPLC2015
Impacting the Future
@epiphanysearch

24. COPYRIGHTJAYWINGPLC2015
20%
Of Google searches now have
voice intent
@epiphanysearch

25. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Conversational Queries are the Future

26. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Digital Assistants

27. COPYRIGHTJAYWINGPLC2015
@epiphanysearch
Instant Answers

28. COPYRIGHTJAYWINGPLC2015
Key Points
Check Your
Keyword Targeting Consider the
journey
Become a useful
resource
@epiphanysearch