Contextual optimisation | Jon Earnshaw | Elevate Brighton

#ElevateBrighton | #BrightonSEO
Elevate Brighton

Contextual content optimisation
Jon Earnshaw
pi-datametrics.com | @PiDatametrics | @JonEarnshaw
April 2018

3pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton
The value of search
The value is in the context
1
Rankings /
Traffic
2
Commercials
3 Landscape
4
Future &
Beyond
“THE WINNERS”

Contents
● Context
● Contextual optimisation explained
● Contextual optimisation in practice

Your Ecosystem
Determines your share and revenue
Contents
MyBrand.com
MyBrandSocial.com
MyBrandPartner.com
MyBrandPR.com
Complementary
content
Neutral content
Potentially
conflicting
content

SEO begins inside
the mind of your customers

Traditional approaches
alone are no longer working

Keywords and positions are still important but
Ecosystems are everything

9pi-datametrics.com | @PiDatametrics | @JonEarnshaw |
If your query is uncommon, longer
than two words or ambiguous -
RankBrain will try to make sense of it
Google, and your customers want to
see high quality content
● In context
● connected
● relevant
Think Voice Search - Prepare
Still important
as a measure of authority
Three most important ranking factors according to Google
Links Content RankBrain

What do we mean by
Contextual Optimisation?

Traditional SEO involved
optimising pages

To Add value to our ecosystem
We need to think contextually

Here’s what happens
when we don’t

14pi-datametrics.com | @PiDatametrics | @JonEarnshaw |
CNN - Google visibility ‘isis news’ (minimum AMSV 135k)
These pages are
phenomenally authoritative

Before you create and publish new content
Stop and think
How will what I’m creating impact on my ecosystem?

My Ecosystem
MyBrand.com
MyBrandSocial.com
MyBrandPartner.com
MyBrandPR.com
Complementary
content
Neutral content
Potentially
conflicting
content

My Ecosystem
Our focusMyBrand.com
Complementary
content
Neutral content
Potentially
conflicting
content

My Ecosystem

My New Content - Meet My Ecosystem
My new content

Categorise your
ecosystem

Complementary
Neutral
Potentially
conflicting
Categories
My new content

Set in context - which is the most
appropriate & valuable doorway
into my world for this term?
Step 1 - focus on the potentially conflicting content
A B
C D
Complementary
Neutral
Potentially
conflicting
Categories

Step 1 - focus on the potentially conflicting content
Pi check
Aim to progressively build search traffic
● Performance of existing content/pages for
target term
● Performance of existing content for related terms
● Look at authority of pages
● Diagnose relevancy of content
● Decide on the most appropriate doorway
● Theme this page appropriately
● Make adjustments to conflicting page theming
where appropriate
● Utilise internal links to signal authority
Curate and monitor the
impact on the Ecosystem

Step 2 - focus on the complementary content
Complimentary
Neutral
Potentially
Conflicting
Categories
Make contextually relevant connections.
Link with reader and search engine in mind
A B
C D
E F
G

● Link primarily using anchor text
based on the theme of the
destination page
● Consider synonyms
● Don’t deviate too far
latest tech news
latest tech news
latest tech news
latest technology news
Step 2 - focus on the complementary content
A
C
E

So - how do we find
Complementary and
conflicting content?

The ‘site:’ operator with keyword
● Which pages are indexed in Google?
● Which pages contain the term I have in
mind?
● Let’s be more specific...
Figuring out my entity groups

● Searching for the exact phrase
● So now we have 48 pages in the same entity group, some of which will
be complementary and some potentially conflicting
● Let’s try to identify the obvious conflicts first
● Check visibility in Pi

● Searching for the conflicts
● The most obvious place to look is in the strongest on-page
Theming Element:
● This means it’s decision time
● What is the most appropriate doorway into our world?
The obvious conflict

● Time to return to the obvious complements
● Use keyword rich anchor text to leave Google in no doubt
The complements
Note: Google has changed this Page Title
suggesting this page is a strong
complement - see over

Catalan Independence Referendum

● Appropriate linking from
complementary pages
<Title>
The Catalan
referendum etc.
etc.
More about the Catalan
Referendum
The Catalan Referendum
was held on...
The unofficial Catalan
Referendum results...
A
C
E

Share of voice: The VALUE of contextual optimisation

Revenue: The VALUE of contextual optimisation

3. CHECK...
...the search results for the term you’re optimising
for.
Do you see any pages from your domain?
YES NO
New content guide
1. BEGIN...
...with the customer.
What search phrase would they use to find your
content? This forms the basis for Page Theming.
2. IMPORTANT:
Before publishing ask yourself:
“Do we have other similar or related content on-site?”
Use the site operator in Google for clues:
e.g. site:mysite.com intitle:search term
3. CHECK AGAIN:
Try removing
the ‘intitle:’ from
the search operator.
6. THEME…
...The new page for this term and link back
to it appropriately.
Ensure the Title is unique and contains the
term.
5. DECIDE:
Which page do you want to
position for the term you are optimising?
AN EXISTING PAGE
THENEWPAGE
4. ASK...
Are the pages complementary or
conflicting?
COMPLEMENTARY
CONFLICTING
6. COMPLEMENT
Your new page is complementary. As it is new it has the potential to conflict so theme
and link between this and the chosen existing page carefully. This page may well position
in its own right for derivative and longer tail queries.
5. LINK...
...any existing and relevant complementary pages to your new content, using the destination
theme term as the anchor text. Don’t overdo it! These should benefit the searcher as well as
Google.

Contextual optimisation | Jon Earnshaw | Elevate Brighton

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Contextual optimisation | Jon Earnshaw | Elevate Brighton