Attracting Actionable Audiences - Martin Weinberg, SEMrush
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You need value, not visitors. Profit, not pageviews. Website traffic alone won’t achieve your objectives, unless it’s the right audience. Fortunately, the answers are out there, you just need to know where to look. Learn actionable strategies and tactics to uncover untapped marketing potential and discover exciting new directions for your online initiatives.
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Attracting Actionable Audiences - Martin Weinberg, SEMrush
- 1. Martin Weinberg@martinweinberg | martin.weinberg@semrush.com DIRECTOR OF MARKETING, US SEMRUSH NEW YORK, NY ~ MAY 8 – 9, 2017 | DIGIMARCONEAST.COM #DigimarconEast Attracting Actionable Audiences
- 3. @MartinWeinberg #digimarcon Stuck in the same keyword research rut?
- 4. @MartinWeinberg #digimarcon Does your data keep going in circles?
- 5. @MartinWeinberg #digimarcon Looking for untapped opportunities?
- 6. @MartinWeinberg #digimarcon Latent Semantic Analysis?? Natural Language Processing?? RankBrain??
- 12. @MartinWeinberg #digimarcon Problem Opportunity Question Thought (“pocket”)
- 16. @MartinWeinberg #digimarcon 3,300,000,000 total searches per day How many brand new searches are there per day? 15% of searches have never been seen before 495,000,000 new, unique searches Every day. Source: Jon Wiley, Google Director of Design
- 17. @MartinWeinberg #digimarcon Opportunity is out there. You just have know where to look.
- 18. @MartinWeinberg #digimarcon New seed ideas
- 22. @MartinWeinberg #digimarcon New seed ideas =
- 23. @MartinWeinberg #digimarcon New seed ideas Volume Viability
- 29. • musical instrument • keyboard • classical music • jazz music • popular music • accompaniment • composing • rehearsal • rehearsal spaces • soundboard • pedals • keyboard instruments • electric pianos • electronic pianos • digital pianos
- 39. • keyboard action • feel of a grand • grand piano keys • feel of the keys • key action
- 42. PianoWorld.com quick links to useful piano resources find piano professionals piano dealers - piano stores piano tuners piano teachers piano movers piano restorations piano manufacturers online piano recitals piano recitals index piano & music accessories live piano venues music school listings buying a piano buying an acoustic piano buying a digital piano pianos for sale sell your piano how old is my piano? piano books piano art, pictures, & posters virtual piano music word search piano screen saver piano videos virtual piano chords
- 44. • piano for the young beginner • record using a DAW • acoustic pianos • MIDI • moving pianos • Buying a piano for son (or daughter) • KNOW NOTHING ABOUT PIANOS
- 51. • notation tools • MIDI accompaniment • sightreading skills • piano studio • instructional videos • interactive music apps
- 55. Econsultancy Site Search Report 2013 Is your organization efficiently learning from site search and disseminating insights and analytics across the business?
- 57. Why? – the good news! • They were glad to find your site • They want to know more • Strong user intent • Hopeful they’ll find it
- 58. Why? – the (possible) bad news • Bad UX • Site feels complicated to use • Categories and menus not optimal
- 59. Internal Site Search Keyword Research Opportunities • Look for themes • Analyze for high-value searches • Segment: search, direct, referral, paid • Look at more than 1 month
- 64. @MartinWeinberg #digimarcon PPC for Content
- 65. What’s the Why of the ROI? =
- 66. Drive traffic to a retail store
- 67. Mid to Large Ticket Purchase
- 69. PPC for Content Game Plan
- 70. 1. Identify higher funnel keywords
- 71. 2. Create content that pays off
- 72. 3. Create ads to ensure visibility
- 73. 4. Track attribution beyond first touch
- 74. • keyboard action • feel of a grand • grand piano keys • feel of the keys • key action
- 75. “digital piano best keyboard action”
- 91. 3 Affiliate Sites 4 Informational Sites 3 Ecommerce Sites
- 93. What would it take to get a decent position?
- 94. Quality Content Landing Page Genuinely helpful information 2000+ words Strong title Subheads Images Key points Internal cross-links
- 97. “Best action digital piano” $0.26 “Best digital piano action” $0.80 “digital piano” $1.22
- 101. AnswerThePublic.com Questions how why when what who which where are why do pianos have pedals how do pianos work which upright pianos are best where are pianos manufactured are pianos good investments
- 102. AnswerThePublic.com Prepositions like near to with without for pianos near radiators pianos with 85 keys pianos for sale near me keyboards like pianos pianos to avoid
- 103. Visuwords.com
- 105. SEOquake.com
- 111. @MartinWeinberg #digimarcon Don’t get stuck in a research rut
- 112. @MartinWeinberg #digimarcon Problem Opportunity Question Thought (“pocket”)
- 113. @MartinWeinberg #digimarcon Brainstorming strategies Online Communities Your Own Website Competitor Sites Free Keyword Research Tools
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