#Optimize Content & Customers - Search Congress Barcelona

SEO es comercialización
El Consumidor y la Optimización de
contenido

@LeeOdden
TopRankMarketing.com
TopRankBlog.com
@leeodden - #searchcongress

@TopRank = Content Marketers
Website
Book Google+
White Papers Twitter
Articles Facebook
Guides YouTube
Webinars TopRankBlog.com Flickr
Guest Posts LinkedIn
Events Slideshare
Press Releases

How many of these
Google services do
you use?


What if

disappeared
tomorrow?


What impact would it

have on your marketing?

On your business?


Google+
Dominates
Search

Should Google dominate
your marketing?


Maybe So, But…
Why not focus optimization on:

Customers Experiences Outcomes

Optimizing for consumer preferences elevates
SEO as a Marketing discipline.

Shift
Know Your Target Audience

Consume

Engage
Discover

What are they interested in?
Where do they look for it?
How do they prefer to consume
that content?
What formats and media do they
like most?
Why do they share & buy?


Shift
Customer Focused Optimization

Audience Discover Consume Share/Act

Optimize Attract Engage Inspire
Interests Content Share
Needs Media Buy
Pain Points Social Refer
Search Device
Social @leeodden - #searchcongress

Optimized & Socialized Framework
Awareness > Interest > Consideration > Purchase

Research Keywords Content & Optimize
Customer Topics Promotion Socialize
Segments Message Plan Promote

Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building


Shift
Optimizing Robots

ZRobot – Goals:
• Increase product Automate your cleaning with ZRobot

awareness All New

Get Mean With Your Clean!

• Grow networks ZRobot Dirt Terminator
New series of dirt zapping robot.

• Increase citations Available May 5, 2012:

Small Business
Pre Order

Ninjas Clean
Stressing Out
over Dirt?

in media & social Owners
Save Money
Without being
seen!
Bring in
ZRobot

Go Shopping Scientifically
Special Offers

• Increase sales
Whlle Zrobot Tested
Buy Now
cleans for you On real dirt!


Shift
Consumer Personas: Goals

Teala Eduardo Maria
Small Biz Owner Single Professional Tech Savvy Mom

Low cost cleaning Easy cleaning Efficient cleaning
Save on office costs New tech/gadgets Save time

Shift
Customer & Content Optimization

Maria: Tech Savvy Mom
Buying
Keywords Social Topics Content Type
Cycle
Time Saving Housekeeping, Blog post, articles in
Awareness housekeeping tips
Naptime Cleaning relevant magazines
robot cleaners,
What types of automated
Interest automatic Demonstration video
cleaners are there?
Maria cleaning
Mom
Product feature/benefit
robot cleaner What are the best robot
Consideration list. Comparison to
reviews cleaners?
competitors
Customer Pain Points robot , Zrobot
Store locator, geo-specific
• No time to clean Purchase how to buy, Where can I buy a Zrobot?
store pages, FB fan pages
• 5 small children who spill and make Zrobot prices
messes Zrobot cleaning How to get more uses from Blog posts, guest posts,
Retention
• Light colored carpet tips your Zrobot video
• Cannot afford a weekly maid Zrobot fans,
Zrobot mom user group Q Facebook Fan page,
Advocacy Zrobot
and A, tips Forum, Zrobot Newsletter
accessories

Shift
Optimized Editorial Plan

ZRobot Content Calendar

Suzy
Business
Owner

Maria
Mom

• Planned topics • Media
• Dates • Promotion channels
• Titles • Repurpose plans
• Categories • Cross linking
• Keywords

Hub & Spoke Publishing
How to
Auto
Clean
Videos Webinars
Enewsletter

Microblogging
Blog
Industry Pub
Testimonials

Article
Buying Guide Case Study

Holistic SEO, Social & Content
Blogs Keyword Focus

Search Words

Social Topics

Social Topics


Optimize for Awareness

I need a clean
office but my
budget is small. Blog subheadings are prime for keywords.
Breadcrumbs > Are > Beautiful
All New Robot
Low Cost Clean! Terminator
Watch a Demo
Video
The content of
the blog post appeals to the
Categories:
interests of the consumer Robot Cleaning
Robot using language that is search Cleaning Tips
cleaners? I and social media friendly. Save Time
never thought Save Money
of that. Efficiency Tips
Tags: Keyword, Word, Key


Optimize for Interest

#Optimize Video Tips:
Demo Videos: • Shoot video with promotion
channels in mind
• Host with YouTube, Vimeo
• Embed video on blog, site
• Optimize with keywords
• Promote video via relevant
social channels
• Give the viewer options:
Share, Refer, More Info,
Purchase


Optimize for Consideration

Reviews & Product Pages
Have you ever heard of ZRobots or robots for
cleaning offices?

#Optimize Reviews Tips:
Clean Times Mag • Pitch your product for reviews
• Monitor for organic reviews
Robot Invasion!
Top 10 Robot Cleaners for Your Office
• Build links to positive reviews
1. ZRobot • Socially share reviews
Product descriptions are good for keywords.
• Promote reviews from social
2. Roombot
Product descriptions are good for keywords. • Make your own product
3. Officebot comparison page

4. Click Clean

5. Biz Bot @leeodden - #searchcongress

Optimize for Purchase

Offers, Store Locator

Special Offer!
Store Locator

Optimize for more
specific topics:
Order
• Location
• Product Special Offers
Buy Now
Go Shopping
Whlle Zrobot
Scientifically
Tested

• Outcomes cleans for you On real dirt!


What Would Your Hub Look Like?

? ?
?

?

?
?
?

?
?
@leeodden - #searchcongress ?

3 Key Questions:

1. What do your customers care about?

2. What content do you have to meet
those needs?

3. What people, processes & technology
will you use to optimize & socialize?


Muchas Gracias!


#Optimize Content & Customers - Search Congress Barcelona

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