Everyone knows content is king, but often it can get undervalued as part of your SEO strategy. Investing in content is hugely important to attract and convert potential customers from organic search. In my experience of doing SEO, this is often where the biggest wins / real long-term growth comes from. This is a deck I delivered last year on how to create an SEO data-driven content strategy.

1. @kevgibbo
How to create an
SEO data-driven
content strategy
Kevin Gibbons resignal.com

2. SEO used to be
about making
your content
look like it’s the
best in Google
1st

3. Now…it’s about
having the
best content
for people

4. Everyone
knows
content is…

5. 3 Key
Pillars
Technical SEO
On-site content
Link Reputation
1
2
3

6. On-site content

7. QUALITY

8. If I had an
extra hour, I’d
sharpen the
axe…”

9. Content
Auditing
1

10. DON’T
CREATE
ANYTHING
NEW
BEFORE…

11. Understanding what you’ve got
and how well it works

12. Use a RAG (red, amber, green) status to
review the performance of your content
Top
performing
content
Good
content
Poor
content

13. Start by exporting all indexed pages from Google search
console to order by impressions/clicks, average rank, CTR
Export all
indexed
pages in GSC

14. Once you have
the data, order by
conversion value
and score it
33%
33%
33%
Average volume of
organic search traffic
High volume of organic
search traffic
Low volume of traffic

15. Finding the easy
WINS

16. Page 2
poaching can
be powerful

17. We audited existing car hire content and updated 500 pages with
improved SEO changes and more in-depth optimised content

18. Attack it from
all angles
Improving existing content
specifically to push page 2
rankings onto page one
Content gap analysis to
target new opportunities
Digital PR campaigns to
generate targeted coverage to
key sections of the site
1
2
3

19. We built a targeted
car rental content
hub, and created 50
pieces of content
Car hire
outperformed
the overall site
in organic
performance by
170% YoY
Organic traffic
has increased
by 37.8% year
on year within
the car hire
category

20. Search Demand
/ Content Gap
Analysis
2

21. You need to
prioritise based
on the language
customers use
to search

22. Understand your competitor set

23. Factor in the
brand vs
generic split
of searches
Focus on
what you can
control
Generic
Brand

24. Research where the
search demand is
against key topics, and
map performance vs
competitors

25. Creating a
clear roadmap
3

26. Awareness Consideration Conversion
Email sign-ups On-page engagement
(video views, downloads...)
Purchase
Create buckets across your user journey
Measurement

27. Case Study:
Asics

28. ▪ Strategy: To attract awareness,
consideration and conversion traffic
across the customer journey
▪ What we did: developed and
executed an international content
strategy across 8 languages. This
included the creation and
optimisation of new and existing
informative articles and guides

29. Results

30. ● Increased organic
revenue by 95%
● Increased organic
traffic by 42%

31. What type of content
ranks highly?

33. 01
Think about
what users
want to see?
02
How can you
make your
content better
than what ranks?
03
Analyse the link
reputation of
the pages that
rank highly?
Do Your
Research!

34. Don’t just set
and forget it!

35. Test
Learn
Refine

36. Your competitors
are a moving
target, invest in
staying current

37. 01
Understand your
own content’s
performance first
02
Do your research
into your market /
customers demand
03
Create a clear
roadmap and
action plan to
deliver and test
Key Takeaways:

38. The
Payoff
Attract
Convert
A
B
Having the best content vs
competitors and your likely to:

39. INVEST IN
CONTENT

40. Remember...

41. Make your
content… KING

42. @kevgibbo
Kevin Gibbons resignal.com
hello@resignal.com
Let's talk organic
performance

43. Q&A