Your SlideShare is downloading. ×
How to use contexts for content - Put your site on a diet
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

How to use contexts for content - Put your site on a diet

631
views

Published on

My 2013 Search university presentation talks about the side-effects that information overload has on the use of Google. About the decline of core searches and the benefit of using other verticals/ …

My 2013 Search university presentation talks about the side-effects that information overload has on the use of Google. About the decline of core searches and the benefit of using other verticals/ specific content platforms for your brand story.
In the context of a Search University (Seminar by Bloovi) I focussed on how to use SEO-tactics in finding & optimizing the ideal context for your content.


0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
631
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Put your site on a dietIt’s just not healthy
  • 2. A peak of what’s coming› Is it a bird? Is it a plane?› A fight Google can’t win (for you)› Let’s talk future effectiveness› Auf wiedersehen, Au revoir
  • 3. It’s the man in front of you
  • 4. Who am i?Koen Verbrugge› Senior consultant@Invisible_puppy› Specialised in› Analysis› Strategy› Online marketing
  • 5. 2012That’s meFanuelMathieuThese people are not me
  • 6. Question needsAlign your plansBuild your assetsGrow your BusinessFocus your tools
  • 7. Let’s get digitalcleveron digital
  • 8. A fight Google can’t win for you
  • 9. Not the competitionBing?Why not?› Dominatesdesktop & mobileVS
  • 10. Not the platformsDevices?Why not?› GrowingOS’s & browsersVSVS
  • 11. Not the platformsBrowsers?Why not?› GrowingOS’s & browsersVSVSVS
  • 12. The user changesBehaviour?Info overload:= Need for restrictedresults.› Switches fromcore to verticalsearches.› Growth inspecialisedplatforms.
  • 13. The user changesBehaviour?Info overload?Difficulty a person can have understandingan issue and making decisions, caused bythe presence of too much information.
  • 14. The user changesBehaviour?024681012141618202008 2009 2010 2011 2012Vertical SearchCore Search+8%-3%* In billionInfo overload:› First year of non-growth for coresearches.› Verticals growfaster since 2008.
  • 15. The user changesBehaviour?Info overload:› Searches persearcher decline(in core search).› Specific searchesmigrate toverticals.
  • 16. The user changesBehaviour?Info overload:› Sites specialisedin 1 type ofcontent/sectorgrow› Specific searchesmigrate toverticals.
  • 17. 024681012141618202008 2009 2010 2011 2012Vertical SearchCore Search* In billionThe user changesBehaviour?Info overload:Switches from core tovertical searches.› First year of non-growth for coresearch› Verticals growfaster since 2008.& 2011?> Upgrade Universalsearch:Integration of places& social signals> Launch of instant +previewMorerelevant=Win More
  • 18. Love google to find contextThe fight:Google is not losing in search:Broad searches without preferred destination (brands are not destinations).› Query intent helps Google to produce less information pollution.› Universal search helps Google to deliver content in relevant format.Platforms are winning in use:› High relevancy context for a certain type of need.› Functionalities that can be singleminded for the purpose of the network.› Boosted by freemium network model: Bring advertised content, we bring the platform.
  • 19. Love google to find contextThe fight:Google is not losing in search:Broad searches without preferred destination (brands are not destinations).› Query intent helps Google to produce less information pollution.› Universal search helps Google to deliver content in relevant format.Platforms are winning in use:› High relevancy context for a certain type of need.› Functionalities that can be singleminded for the purpose of the network.› Boosted by freemium network model: Bring advertised content, we bring the platform.They are not loosingBut...Are you?
  • 20. Love Google to find contextConclusion:People try to minimize overload by:› Trusting editors to filterStarting at trusted verticals/blogs/magazines.› Searching in smaller datasetsSearching inside of freemium content networks / Apps / Stores.› Refining search in smaller datasetsSearching for info + name of freemium content networks / Apps / Stores.›Loosing outonshort tail&exposure.Loosing outon mid tail
  • 21. Love Google to find contextConclusion:People try to minimize overload by:› Trusting editors to filterStarting at trusted verticals/blogs/magazines.› Searching in smaller datasetsSearching inside of freemium content networks / Apps / Stores.› Refining search in smaller datasetsSearching for info + name of freemium content networks / Apps / Stores.›Loosing outonshort tail&exposure.Loosing outon mid tailMore importantly:Are you loosing influence?/ Are you their new gatekeeper?
  • 22. Use context to provide leadsConclusion:Marketeers need to adapt by:› Using the right context for contentYour website is NOT a one stop shop!› Combine content for social & searchSilo’s are dead. Act like it (or start learning).› Link each context = focus on needs/behaviour.Where does the external content lead? What is your stepstone theory?.The newfunnelRegainvisibilityAligntactics
  • 23. Before you run
  • 24. IF YOU LIKE TO BELIEVE THIS?It’ all about massaging the same messagethrough all mediums...
  • 25. IF YOU LIKE TO BELIEVE THIS:It’ all about massaging the same messagethrough all mediumsLEAVE THIS ROOM + THE INTERNET(You stalker)
  • 26. Let’s get digitalcleveron digital
  • 27. Let’s talk effectiveness
  • 28. Impact the new behaviour:Since people have a growing opportunity of different contextsto search in you will need:› Targeted findability› Engaging content› Good Information Architecture
  • 29. Ways to advance:› Advance youKeywordresearch› Research yourverticals› Ask your usersHow about getting found?
  • 30. Ways to advance:› Research yoursilo’s› Segment yourmodifiers› Add yourcontext filtersHow about getting found?1. Advance your keyword researchBasic research• Products• Needs• Ambitions• Problems• ...Modifiers• Branded vs not• Local vs not• Mobile vs laptop• Info vs price• ...Verticals• Distribution• Content• Reference• Social• ...What? Why? Where?
  • 31. Ways to advance:How about getting found?2. Research your verticalsPlacement• Distribution• Content• Reference• Social• ...› Are you available in the online shops?Are they in need of help?› Are they looking for your product on a content network?Can you be there too?› Are they verifying your product on a ‘reference’-site?Do you have content/links suitable for Wikipedia, ea.› Are they looking to interact on your core proposition?
  • 32. Ways to advance:› Segment onneeds› Ask for uses ofproduct› Ask for use ofplatformsHow about getting found?3. Ask your customersGet audienceYou’reresearching amarket. Notyour usersGet insightA combination ofindepth interviews& workshops help.Why do they go tobrand X.Get useUsequestionnairesto get more infoon demo- &psychografics +tech use
  • 33. Ways to advance:› Map topics &relation.› Mark externaltopicsHow about getting found?For: Spaas – By AB Creations & assisted by Invisible Puppy
  • 34. Ways to advance:› Map topics+ platforms› Link withdeepersegmentsHow about getting found?For: StuBru– By Wijs & assisted by Invisible Puppy
  • 35. Conclusions:› Advance youKeywordresearch› Research yourverticals› Ask yourusersHow about getting found?Research intent› & where they think to find it.Research opportunity› What platforms to use› What platforms to build› What partners to claim.Target, target, Link› Don’t research 10 top-taks...if your tageted audience is notthere!› Don’t make cute content....if the interested buyer has noincentive to go deeper.
  • 36. How about stepping stones?
  • 37. Step into my goal:› Create a journey› From external tointernalHow about stepping stones?Now that you know about your content-needs...› What where: Some content is more appropriate on other platforms.› What how: You know the content of the platform + what’s there› What’s needed: The customer research helps you get some insights....You should ask: How does this translate into clients?
  • 38. Step into my goal:› Create a journey› From external tointernalHow about stepping stones?
  • 39. Step into my goal:› Create a journey› See last year’spresentation:bit.ly/SocialtimesHow about stepping stones?1. Know your Brand story
  • 40. Step into my goal:Info sources:› PPC/Analytics› User research› Brand storyHow about stepping stones?1. Know your Brand story
  • 41. 1. Know your Brand story2. Know your User behaviourStep into my goal:Combine› Your topic-journey› Your keywordresearch› Your customerinsightsHow about stepping stones?Placement• Distribution• Content• Reference• Social• ...Get useUsequestionnairesto get more infoon demo- &psychografics +tech use
  • 42. Step into my goal:Make› Their needs› Their behaviourHow about stepping stones?3. Map the customer behaviourPainpoints Solutions ConversionsInspirationStyles & Influencers.(direct)Picturals,(Magazines/Portfolio)Intrigued bymaterials.(search/link)NeedsNeeds & challenges(search)Use cases(Specialised press)Testing reliability(Search/ask/link)BuyingCertificates & costs(Search)Validation bysuppliers &contractors(Distribution/Product)BuyingFor: Ecca – By ClickLinks & assisted by Invisible Puppy
  • 43. 4. Focus the content creationStep into my goal:Make› Their needs› Their behaviourInto› Your targetedstory› Your conversionsHow about stepping stones?Painpoints Solutions ConversionsInspirationCases with focus onimages.(Reach)Spotlight specificpossibilities...Specificproductsearch.(search/link)NeedsDocumented useswith sections(Query traffic)Cases with technicalessays &illustrations(Referral)Evidenceon forums/ socialBuyingCertificates &Average costs(downloadcomparisons)Validation bysuppliers &contractors(B2B Documentation)Specification textsfor plans(download)For: Ecca – By ClickLinks & assisted by Invisible Puppy
  • 44. Conclusions:› Advance youKeywordresearch› Research yourverticals› Ask yourusersHow about getting found?Line up your topics› How does the user search,› Can you cover the topics.Focus you content› Where is you topic needed?› Does your content play its role?› Does each generate CTR?Don’t clusterf*ck me› Create contexts to spareoptions, NOT to confuse people› It’s not easy: Having differentplacements, dimensions, etc.› Metadata can help.
  • 45. Redundantads /information scaresvisitorsDon’t screw up your own siteRemoving half of a websites words=Double the amount of info that users get.~ Jakob NielsenChecked yourdead weightratio?bit.ly/SocialtimesCan thatcontent bemoretargeted?
  • 46. IA 2.0:› What we know› Info pollution› What we can useHow about rewiring?
  • 47. IA 2.0:How about rewiring?1. What we know allready?› We need a recognisable sitestructure› We need silo’s with internal linking› We need link- /likebait pages› We need converting landing pagesCan wetake itbeyondsites?
  • 48. IA 2.0:How about rewiring?1. What we know allready?Owned& earnedEarned& PartneredDigitallyconnectedFor: StuBru– By Wijs & assisted by Invisible PuppyCan wetake itbeyondsites?
  • 49. IA 2.0:How about rewiring?2. Info pollution: Complexity risesCan wetake itbeyondsites?
  • 50. IA 2.0:How about rewiring?2. Info pollution: Brands still want 1 placeVS VSCan wetake itbeyondsites?
  • 51. IA 2.0:How about rewiring?2. Info pollution: People need ‘places’› Even if they are not real.
  • 52. IA 2.0:How about rewiring?the contamination of information supply withirrelevant, redundant, unsolicited and low-valueinformation.The spread of useless and undesirable information canhave a detrimental effect on human activities.~ ORMAN, L., 1984. Fighting Information Pollution with Decision Support Systems2. Info pollution 101
  • 53. IA 2.0:› Get yourrequirementsstraight!How about rewiring?Your IA should know:› If people search your service via mobileyou need a mobile site for that purpose.› If people search your service in the appstore you will need an app for thatpurpose.
  • 54. IA 2.0:› Think synergy!1+1=3 or moreHow about rewiring?2. Info pollution: Stops here› If people search your service via mobileyou need a mobile site for that purpose.› If people search your service in the appstore you will need an app for thatpurpose. They càn cooperateStart now!
  • 55. “The brands make the stories,the customer decides how togo through it.”Jim LouderbackCEO at Revision 3
  • 56. IA 2.0:How about rewiring?3. What we can use?› Know your service/product mix› Make a matching webmix› Product portfolio marketing has done itfor yearsThat’s why Nike Golf and Basket have different outlets?That’s why Red Bull Music Academyis not promoted by the mini cooper girls?That’s why Pentium & Celeron both have intel inside?
  • 57. IA 2.0:› Creatingrelevance &Differentiation= nothing newHow about rewiring?3. What we can use?
  • 58. IA 2.0:› Synergycomes fromplanning.Not just technicalplanning.How about rewiring?3. What we can use?
  • 59. Don’t forget?
  • 60. Stop the info overload› Stop putting all content on your site› Look for destination sites in core search.› Look for dead pages on you site.› Know where customers want what.› Map the journey & specify your targeted domains/content-needs› 1+1 = 3 when digital assets have synergie› Track CTR when possible. Reach is only 1/3rd of the job.› Think of digital presence instead webvisits› Measure return on digital assets instead of webvisits› Get one plan for your different tactics› Adapt KPI’s.
  • 61. Info@invisiblepuppy.com @Invisible_PuppyContact us:TheThanks you!