Double the quality and quantity of your site traffic in these 4 steps https://www.pi-datametrics.com/

1. Double the quality and quantity of
your site traffic in these 4 steps
Jon Earnshaw, Chief Product Evangelist at Pi Datametrics
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

2. Part 4
Don’t
optimise
content in
isolation
Introduction
Part 3
Stop
asking ‘are
we on
page one?’
Part 2
Get inside
the mind
of your
audience
Part 1
Don’t leave
money on
the table
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

3. Part 1
Don’t leave money on the
table!
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

4. Even the strongest performers leave money on the table!
Begin with a high level landscape view
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

5. Put a value on content that is not being found
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

6. Break the opportunity down by category
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

7. We need to answer three questions
1
Why is it on
page ⅔ and not
higher?
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

8. We need to answer three questions
2
Has it always
been there?
1
Why is it on
page ⅔ and not
higher?
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

9. 2
Has it always
been there?
We need to answer three questions
1
Why is it on
page ⅔ and not
higher?
3
Are there any
patterns?
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

10. Reasons we’re leaving money on the table
43% is due to internal conflict
27% is due to poor optimisation
(including internal linking)
10% low E-A-T signals
20% supportive content
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

11. We should
1
Categorise
2
Prioritise
3
Fix
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

12. Part 2
Get inside the mind of your
audience
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

13. How we create and optimise our content now
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO
Start with a
topic / idea
/ etc...
Build
content —
using what
we have
available
Optimise Publish Look at the
SERP to see
how it
performs

14. This is all wrong
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

15. We need to begin with the SERP
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

16. The SERP can help us
answer questions about
our customers
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

17. 1 What are they looking for?
The SERP can help us answer questions about
our customers
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

18. 1 What are they looking for?
2 What questions are they asking?
The SERP can help us answer questions about
our customers
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

19. 3 What are they thinking?
1 What are they looking for?
2 What questions are they asking?
The SERP can help us answer questions about
our customers
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

20. The SERP can help us answer questions about
our customers
4 What are they consuming right now?
3 What are they thinking?
1 What are they looking for?
2 What questions are they asking?
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

21. When we look at the SERP
first — the true nature of our
opportunity is revealed!
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

22. Creating content for the
Golden Globes?
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

23. Campaign:
Golden Globes 2021
Run Up
Search engine:
Google US Mobile
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

24. Part 3
Stop asking ‘are we on page
one?’
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

25. How many doorways have we
opened on page one?
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

26. There is no reason not to target multiple
touchpoints
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

27. Begin with — Do we belong
on page one?
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

28. 3 Connected ecosystem approach
Do we belong on page one?
1 Identify doorway opportunities
2 Get to page one
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

29. As we add more and more
content — particularly around
a topic we always run the risk
of internal conflict
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

30. Part 4
Don’t optimise content in
isolation
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

31. Move to whiteboard
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

32. Fridge worthy resources
Content optimisation and contextualising
your ecosystem
Duplicate content: How to deal with it
Featured snippets: What are they & how
do you own them?
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

33. ⇢ Ask - why is my content on page 2 & 3 of
Google?
⇢ Find answers to questions in the search
landscape
⇢ Open multiple doorways
⇢ Never optimise in isolation!
Summary
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

34. For my latest videos, studies, talks,
webinars — and even charts you’ll want
to stick up on your fridge!
SEO in the Shed
Subscribe to Shed News!
pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #BrightonSEO

35. Thank you
Pi Datametrics
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