Themes Not Keywords - Fusionmex - Content Marketing Conference 2014

Hello
Hallo
Bonjour
Presente
r
Mike Corak
@MikeCorak
EVP of Strategy
ethology

Presentation
Topics Not Keywords
@MikeCorak
• Hummingbird
• Topics Not Keywords
• Modern Search
• Operationalizing Content
Strategy & User Experience
• Now Content Marketing
All Rights Reserved © ethology, Inc.

buzzzzzzzzzzzzzzzzzzzzzzzz
4@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc.

HUMMI
NG

What is (a) Hummingbird?
Lives mainly in the Western
Hemisphere…

…and it’s rolling out everywhere

Simple Hummingbird Explanation
“Semantic” Google algorithm enhancement from summer 2013
Evolves search to categorized interest & association around topics
Goal: understand & match user intent
Advantage given to quality content that’s authoritative, well tagged &
categorized (schema), & the entities that build reputation around topics

Been in the Making for Years
• Did you mean?, Synonyms, & Autocomplete were early examples of Google matching search results to user intent
• Universal Search, Google Instant, & Knowledge Graph were Google working to improve the user’s search experience
• Hummingbird is simply another (albeit important) step towards Google’s pursuit of better understanding user intent, and
improving on the the search experience by matching what a user is searching for to what they would hope to see
Google Search Timeline

Mind Reading...

11@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. 11@MikeCorak#TopicsNotKeywords
GOOGLE’S TRYING TO UNDERSTAND WHAT
YOU REALLY WANT...
WHAT’S YOUR TRUE INTENT?
...AND GIVE YOU THE BEST ANSWER,
REGARDLESS OF YOUR KEYWORD CHOICE

World Cup News
World Cup News
World Cup News

Result: Dr. Neil deGrasse Tyson

NewsOfficial
Website
News
Related
SearchesImages
“Obama” = More than a keyword

Users, and Therefore Google, LOVE Quality Content!
I Love Content

And if You’ve Been Gaming the System, Hands On…
Search Engine Manipulation:
• Keyword-focused content filling in your sitemap
• Manual link building & social sharing creating false signals
• Sub-standard user experience

17@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. 17@MikeCorak#TopicsNotKeywords
THEN YOU HAVEN’T BEEN FOCUSED
ON QUALITY & YOUR END USER

SEARCH (CONTENT) REQUIREMENT:
1. UNDERSTANDING USER INTENT &
2. EXCEEDING USER NEEDS WITH THE BEST
CONTENT
EARNS TRAFFIC
EARNS ENGAGEMENT
EARNS VISIBILITY
19@MikeCorak#TopicsNotKeywords

Customer Centricity
Advanced digital marketers
understand that addressing their
customers’ needs will pay off in
search, site performance & the
bottom line.
Sounds a little like “Youtility” huh?

What Does This Mean for Search?

23@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. 23All Rights Reserved © ethology, Inc.
Search & Content Marketing are
the now the Same Thing!

Since Content is King, We Need a
Bunch of it Right Now! Let’s Get Writing!
24All Rights Reserved © ethology, Inc.

How? Let’s Do Some Keyword Research &
Social Listening for Ideas and Produce!

Stop Focusing on the Output.
Understand the Potential, Prioritize and Build Your System.

Search in its Simplest Form
Research
Tactical
Execution
Measuring
Performance

Search was…
Keyword Research Keyword Usage
Page elements:
Titles, headings, meta,
body copy, links including
anchor
Keyword Rankings
*Keyword data via
analytics
Research
Tactical
Execution
Measuring
Performance

Search is…
• Biz objectives
• Social listening
• User personas
• Analytic insights
• Keyword research by THEME
• All of which feeds content
strategy
• Search
• Content planning
• Site hierarchy
• Social posting
• Display messaging
• Email messaging
• Local messaging
• PPC AdGroups
• Content focused media (Native)
• Standard KPIs
(real world)
• Thematic performance
(segmentation, attribution)
Research
Tactical
Execution
Measuring
Performance

The Future of SEO
Ingredients:
• 1 Part technical consultation
• 1 Part content strategy
• 1 Part user experience
• An overpowering amount of
integration & coordinated
execution across channels

Integrated System Building & Execution

3 Steps to Integrated Content Programming
1. Thematic Targeting
2. System Building & Planning
3. Integrated Execution

Content Strategy & User-Focused Planning
3. Gap
Analysis
Topical
Categories &
Tactical Needs
4. Plan
Creation
Tactics &
Prioritization
2. Content &
Tactical Audits
Technical,
Quantitative &
Qualitative
5. Plan
Execution
Implement,
Test & Revise
Forever
1. Audience
Intelligence
Vernacular &
Demand Based
Taxonomy

Audience Intelligence: Understanding Demand
Search
Intelligence
Audience
Research
Social
Intelligence
Content
Demand

Filtered to Meet the Needs of All
BRAND
USERSROBOTS
Supports business
objectives
Findable by
search engines
Fulfills audience
needs

Taxonomy: Categorized & Filtered Demand
• Categorize content
based on themes
and topics
• Keyword research
should focus around
these relevant
themes and topics
• Prioritization can be
determined based on
business goals,
content auditing,
search demand, and
coverage needs
Themes Topics Keywords

RCGA: Ranking & Content Gap Analysis
Current Google positioning for 188 prioritized, relevant keywords (41,242 total search
demand) was assessed to identify SEO & content opportunities:
• 8 top ten keywords (ranked 1-10) = 1% of total search demand
• 13 quick-win keywords (ranked 11-30) = 11% of total search demand
• 44 converging keywords (ranked 31-100) = 33% of total search demand
• 99 ranking gaps (>100, has content to support) = 52% of total search demand
• 9 content gaps (>100, no content to support) = 2% of total search demand

Gap:
Ranking
Quick Win
Converging
Gap:
Content
RCGA: Topical Prioritization
Identify
Optimize
DeliveryImplement
Report
OPTIMIZATION CYCLE OPTIMIZATION CYCLE
Identify
Content
Creation
Optimize
Content
Implement
Report
CONTENT CREATION CYCLE
Identify
Optimize
DeliveryImplement
Report

Content Strategy: Quantitative & Qualitative
Content Inventory
• Content Types & Metadata
• Website Analytics
• On & Off Site
Quality Review
• Qualitative
• Quantitative
Structurally
Sound
Relevant &
Effective
Usable &
Shareable
Supports
Brand &
Users

Qualitative Content Audit Factors
• Useful and usable
• Redundant, outdated, trivial (ROT)
• Meets audiences’ needs
• Balances business objectives
• Voice, tone & style
• Sharable
• Optimized for intended channel
• Addresses stages in the funnel
• Varied types

Quantitative Audit Factors
Trending: Content Attribution

Qualitative Auditing [Theme Example]
• Services contains the least redundant pages within the site
• Vehicle Specification has the most redundancy and the most trivial content
• Vehicle Type has the least redundant or trivial pages, however contains the most
outdated content
20 20
18
26
37
24
35
22
35
42
16
31
Redundant Pgs Outdated Pgs Trivial Pgs Non-ROT Pgs
Qualitative Auditing: Summary of ROT (in # of pages)
Services Vehicle Specification Vehicle Type

0
3
8
9
1
5
0
5
3
5
3
0
9
5
7
3
7
2
0
9
Services: Summary of ROT (in # of pages)
Servicing Financing Insurance Parts Wholesale
10
3
9
0
8
6
10
9
3
0
7 7
10
7
5
0
6
8
4
6
Vehicle Spec: Summary of ROT (in # of pages)
Used New Hybrid Entry-level Performance
Services
• Parts & Wholesale topics have the most redundant pages
• Outdated content is found primarily within Financing,
Insurance, and Parts
• Servicing and Parts contain the most pages that are
considered trivial
• Servicing and Wholesale also have the most content least
affected by ROT
Vehicle Specification
• Used and Entry-level both have no pages that are not
affected by ROT
• The majority of the content within the Used, New, and
Entry-level topics are considered Redundant and Trivial
• Entry-level and Performance content is the most outdated
Qualitative Auditing [Topic Example]

52%
32%
38%
Quantitative Auditing: Average of Bounce Rate
Quantitative Auditing [Theme Example]
• The services section has the highest bounce rate of all content on the site
• At 20% higher than vehicle specifications (e.g. New, Used, Hybrid), this
content should be prioritized as a need based on bounce rate, which would
warrant further inspection into the topics of this theme
52%
32%
38%
Quantitative Auditing: Average of Bounce Rate

Services
• Parts & Servicing are each at around the average bounce
rate for the site
• Financing, Wholesale, & Insurance are the themes within
the site which have the highest bounce rate
• This content is very thin and doesn’t accurately portray
the brand’s messaging appropriately
Vehicle Specification
• Visitors to the site bounce most frequently when visiting the
Used content
• New content has the lowest bounce rate of all categories of
the site, largely due to the compelling full-screen video that
showcases the visitor from their point-of-view as if they
were getting into the car themselves
Vehicle Type
• SUV & Crossover visitors bounce most frequently, largely
due to the limited number of options
• Roadster has the lowest bounce rate of all
33%
38%
59% 62%
67%
Parts Servicing Financing Wholesale Insurance
Services: Average of Bounce Rate
19%
29% 31% 34%
49%
New Performance Hybrid Entry-level Used
Vehicle Spec: Average of Bounce Rate
28%
32% 33% 33%
48%
55%
Roadster Coupe Sedan Wagon SUV Crossover
Vehicle Type: Average of Bounce Rate
Quantitative Auditing [Topic Example]

Average Bounce Rate is used in the example above, however other combinations can be
used. For example:
• Average Bounce Rate & Missed Conversions (All Mediums)
• Average CTR & Missed Clicks (SEO, PPC, Local, etc.)
• % of Demand in Top 10 & Average CTR & Missed Clicks / Conversions (SEO, PPC,
Local, etc.)
Integrated Content Strategy Prioritization
x
x
x
=
=
=
x
x
x
=
=
=
Topic
Search
Demand
% of Demand
in Top 10
# of Demand in
Top 10
Avg. Bounce
Rate
Potential Bounced
Visits
PRIORITY
Services 25,000 15% 3,750 52% 1,950 Lowest
Vehicle Types 50,000 90% 45,000 32% 14,400 Highest
Vehicle Specification 200,000 15% 30,000 38% 11,400 Middle

Full Experience-Driven Audits
Tactically
-agnostic
Future-
friendly
Search
Analytics
Lifecycle
Marketing
(Email)
Paid Media
Promotion
Content
Creation
Content
Strategy
& User
Experience
Lenses: Local + Mobile
Social
Promotion &
Discussion

Technical Priorities Still Critical
ANALYSIS SCORE EFFECT EFFORT OWNER
Extraneous Crawl Depth ★★★★★ ★★★★★ ★★★★★ Client
URL Structure ★★★★★ ★★★★★ ★★★★★ Client
URL Canonicalization ★★★★★ ★★★★★ ★★★★★ Client
Orphaned page authority: 302 & 404 Errors ★★★★★ ★★★★★ ★★★★★ Client
Inaccessible Navigation on Subpages ★★★★★ ★★★★★ ★★★★★ Client
Duplicated Title Tags ★★★★★ ★★★★★ ★★★★★ ethology
Duplicated Heading Tags ★★★★★ ★★★★★ ★★★★★ ethology
Duplicated Meta Descriptions ★★★★★ ★★★★★ ★★★★★ ethology

…But Integrated Program Design Wins
Discover
Prioritize
Plan
Optimize
Monitor
Understand
Understand
– Business objectives
– Target audience
– Internal governance
Discover
– Identify technical issues
– Competitive landscape
– Build content inventory & identify goals
– Identify content purpose & user needs
Prioritize
– Efforts by business objective value
– Coverage gaps by product line
– Content gaps by user intent
Plan
– Map specific optimization efforts to product lines
based on (prioritized) business objectives
– Match user intent to content goals
Optimize
– Page-level optimization
– Technical remediation
– Content refinement
– Content development/deployment & promotion
Monitor
– Review of implemented technical solutions
– Monitor server & indexing issues
– Analyze content performance
– Measure efficacy of efforts & re-prioritize
Phase I
Phase II
Phase III

Tactical Integration
http://www.clickz.com/clickz/news/2336996/80-of-marketers-will-run-cross-channel-marketing-campaigns-in-2014-study

Top Integrated “Programs” to Build
Consumer Insights,
Content Strategy & UX,
Integrated Planning
Modern Search: Content
Strategy, Search, Social,
Content
Integrated
Analytics
Retention: CRM, Email,
Social, Direct
Local: Content,
Search, Social

Media (PPC)Exec Mgmt
Creative
Dev
Social
UX
Customized to Your Unique Ecosystem
Organic
Search
Content
Strategy
&
Creation
Analytics
Internal
Partners

Prioritizing Actions Based on Return
Content & User Needs
• Strengthen existing content
• Broaden topical coverage
• Deepen supporting content
• Informed by audience segments
• Content distribution
• Content find-ability
• Improve social sharing

Real Results: A Farmers Insurance Case Study
Integrated SEO, Content Strategy & Marketing
Organic Traffic: +25%
Program ROI: +384%
Note: corresponding increases achieved in site engagement and
conversion through content quality improvements
http://www.slideshare.net/mcorak/modern-seo-integrating-programs-for-success-a-farmers-insurance-case-study

Content Marketing Checklist
 Meets Business Goals
• Maps to overarching strategy?
• Relevant to business?
• High/medium priority topic?
 Satisfies User Needs
• Topic satisfies goals?
• Content answers questions?
• Continue beyond initial search?
 Visibility
• Includes search strategy?
• Topically relevant?
• Quality content (Google)?
 Usability
• Calls to action?
• Clear paths to content?
• Visible next steps?
 Social Reach
• Valuable enough to share?
• Easy to share?
• Can attract from social outlets?
 Content Quality
• Useful, usable content?
• Web writing best practices?
• Well-written content?

Before you write another
blog post...elevate...
Identify user needs holistically...
Filterer them with business objectives...
Thematically organize for authority...
Audit what you have against what users want...
Plan & Prioritize the gap for return...
Build your unique ecosystem...
Reap the rewards.
So In Conclusion

And Remember...
(What’s wrong with this picture?)

And Now Let’s Pass it Over to Jay Baer!

Goodbye
Afscheid
Au Revoir
Auf Wiedersehen
THANK YOU
@MikeCorak

Themes Not Keywords - Fusionmex - Content Marketing Conference 2014

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Themes Not Keywords - Fusionmex - Content Marketing Conference 2014

Ähnlich wie Themes Not Keywords - Fusionmex - Content Marketing Conference 2014 (20)

Mehr von Mike Corak

Mehr von Mike Corak (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Themes Not Keywords - Fusionmex - Content Marketing Conference 2014

Hinweis der Redaktion