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Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
Themes Not Keywords - Fusionmex - Content Marketing Conference 2014
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Themes Not Keywords - Fusionmex - Content Marketing Conference 2014

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“Topics, not Keywords: How to Make Content Work for Brands with Google Hummingbird” …

“Topics, not Keywords: How to Make Content Work for Brands with Google Hummingbird”

The presentation provides valuable insight as search engines move away from keywords and into semantics to find the best answer for a users’ inquiry.

The gist is that search evolution toward the semantic web is good news for content marketers in that the need for keyword-focused content is being replaced by thematic relevance and authority. Google is essentially catching up to what user-focused content should have always been.

The punch line is that future success in content marketing will be more dependent on system building than line-level content production and output. Create a centralized content strategy and integrated delivery systems to guide your content marketing efforts now.

Per the theme of the conference, one way content marketing creates value for customers is when its output is usable for both businesses and users. Unfortunately, what’s sometimes created is not usable content—it’s often a blog post developed to plug a missing SEO ranking for a keyword.

But what does result in something usable is when content is developed around a theme a brand is authentically authoritative on—coming from a true point of understanding user intent—and that the brand is proactively anticipating and creating content to be as useful and evergreen as possible.

All you have to do is ask yourself what kind of content would BEST fulfill users’ needs?

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  • http://rumblelink.com/wp-content/uploads/2013/10/annas_hummingbird_norbert_sharp.jpg

    Describe that the Google Hummingbird update made a ton of noise in the search world.
  • http://cdn2-b.examiner.com/sites/default/files/styles/image_content_width/hash/15/1c/1331341073_TKAM.jpg?itok=tEK7xcox

    So much buzz, it was pretty out of control
  • For those that followed the rules, it was exciting, for those that didn’t, it was scary

    http://fat.gfycat.com/WaterloggedDisgustingAbalone.webm
  • For those that followed the rules, it was exciting, for those that didn’t, it was scary

    http://fat.gfycat.com/WaterloggedDisgustingAbalone.webm
  • THE FOCUS MUST SHIFT BACK
  • our Consumer Is The Big Idea
    CONSUMERISTS
    We start at the consumer, & work our way up
    We really strive to understand the value of the consumer, & how & where they interact with your brand.
  • Stop sign –let’s try to find some international stop signs and make a collage
  • We examine your current Google positioning for prioritized, relevant keywords to identify SEO & content opportunities.
    Is it a quick fix for our search team with technical page elements, or is it a content problem where the creative team will need to address the issues.
    identify one of the five labeled categories & % of total search demand
  • Hummingbird’s don’t have long tails!
  • Transcript

    • 1. All Rights Reserved © ethology, Inc. 1@MikeCorak#TopicsNotKeywords
    • 2. All Rights Reserved © ethology, Inc. 2@MikeCorak#TopicsNotKeywords Hello Hallo Bonjour Presente r Mike Corak @MikeCorak EVP of Strategy ethology
    • 3. All Rights Reserved © ethology, Inc. 3@MikeCorak#TopicsNotKeywords Presentation Topics Not Keywords @MikeCorak • Hummingbird • Topics Not Keywords • Modern Search • Operationalizing Content Strategy & User Experience • Now Content Marketing All Rights Reserved © ethology, Inc.
    • 4. All Rights Reserved © ethology, Inc. 4@MikeCorak#TopicsNotKeywords buzzzzzzzzzzzzzzzzzzzzzzzz 4@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc.
    • 5. All Rights Reserved © ethology, Inc. 5@MikeCorak#TopicsNotKeywords HUMMI NG
    • 6. All Rights Reserved © ethology, Inc. 6@MikeCorak#TopicsNotKeywords What is (a) Hummingbird? Lives mainly in the Western Hemisphere…
    • 7. All Rights Reserved © ethology, Inc. 7@MikeCorak#TopicsNotKeywords …and it’s rolling out everywhere
    • 8. All Rights Reserved © ethology, Inc. 8@MikeCorak#TopicsNotKeywords Simple Hummingbird Explanation “Semantic” Google algorithm enhancement from summer 2013 Evolves search to categorized interest & association around topics Goal: understand & match user intent Advantage given to quality content that’s authoritative, well tagged & categorized (schema), & the entities that build reputation around topics
    • 9. All Rights Reserved © ethology, Inc. 9@MikeCorak#TopicsNotKeywords Been in the Making for Years • Did you mean?, Synonyms, & Autocomplete were early examples of Google matching search results to user intent • Universal Search, Google Instant, & Knowledge Graph were Google working to improve the user’s search experience • Hummingbird is simply another (albeit important) step towards Google’s pursuit of better understanding user intent, and improving on the the search experience by matching what a user is searching for to what they would hope to see Google Search Timeline
    • 10. All Rights Reserved © ethology, Inc. 10@MikeCorak#TopicsNotKeywords Mind Reading... 10@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc.
    • 11. 11@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. 11@MikeCorak#TopicsNotKeywords GOOGLE’S TRYING TO UNDERSTAND WHAT YOU REALLY WANT... WHAT’S YOUR TRUE INTENT? ...AND GIVE YOU THE BEST ANSWER, REGARDLESS OF YOUR KEYWORD CHOICE
    • 12. All Rights Reserved © ethology, Inc. 12@MikeCorak#TopicsNotKeywords World Cup News World Cup News World Cup News
    • 13. All Rights Reserved © ethology, Inc. 13@MikeCorak#TopicsNotKeywords Result: Dr. Neil deGrasse Tyson
    • 14. All Rights Reserved © ethology, Inc. 14@MikeCorak#TopicsNotKeywords NewsOfficial Website News Related SearchesImages “Obama” = More than a keyword
    • 15. All Rights Reserved © ethology, Inc. 15@MikeCorak#TopicsNotKeywords Users, and Therefore Google, LOVE Quality Content! I Love Content
    • 16. All Rights Reserved © ethology, Inc. 16@MikeCorak#TopicsNotKeywords And if You’ve Been Gaming the System, Hands On… Search Engine Manipulation: • Keyword-focused content filling in your sitemap • Manual link building & social sharing creating false signals • Sub-standard user experience
    • 17. 17@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. 17@MikeCorak#TopicsNotKeywords THEN YOU HAVEN’T BEEN FOCUSED ON QUALITY & YOUR END USER
    • 18. All Rights Reserved © ethology, Inc. 18@MikeCorak#TopicsNotKeywords
    • 19. 19@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. SEARCH (CONTENT) REQUIREMENT: 1. UNDERSTANDING USER INTENT & 2. EXCEEDING USER NEEDS WITH THE BEST CONTENT EARNS TRAFFIC EARNS ENGAGEMENT EARNS VISIBILITY 19@MikeCorak#TopicsNotKeywords
    • 20. All Rights Reserved © ethology, Inc. 20@MikeCorak#TopicsNotKeywords
    • 21. All Rights Reserved © ethology, Inc. 21@MikeCorak#TopicsNotKeywords Customer Centricity Advanced digital marketers understand that addressing their customers’ needs will pay off in search, site performance & the bottom line. Sounds a little like “Youtility” huh?
    • 22. All Rights Reserved © ethology, Inc. 22@MikeCorak#TopicsNotKeywords What Does This Mean for Search?
    • 23. 23@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. 23All Rights Reserved © ethology, Inc. Search & Content Marketing are the now the Same Thing!
    • 24. 24@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. Since Content is King, We Need a Bunch of it Right Now! Let’s Get Writing! 24All Rights Reserved © ethology, Inc.
    • 25. 25@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. How? Let’s Do Some Keyword Research & Social Listening for Ideas and Produce! 25All Rights Reserved © ethology, Inc.
    • 26. All Rights Reserved © ethology, Inc. 26@MikeCorak#TopicsNotKeywords
    • 27. 27@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. Stop Focusing on the Output. Understand the Potential, Prioritize and Build Your System.
    • 28. All Rights Reserved © ethology, Inc. 28@MikeCorak#TopicsNotKeywords Search in its Simplest Form Research Tactical Execution Measuring Performance
    • 29. All Rights Reserved © ethology, Inc. 29@MikeCorak#TopicsNotKeywords Search was… Keyword Research Keyword Usage Page elements: Titles, headings, meta, body copy, links including anchor Keyword Rankings *Keyword data via analytics Research Tactical Execution Measuring Performance
    • 30. All Rights Reserved © ethology, Inc. 30@MikeCorak#TopicsNotKeywords Search is… • Biz objectives • Social listening • User personas • Analytic insights • Keyword research by THEME • All of which feeds content strategy • Search • Content planning • Site hierarchy • Social posting • Display messaging • Email messaging • Local messaging • PPC AdGroups • Content focused media (Native) • Standard KPIs (real world) • Thematic performance (segmentation, attribution) Research Tactical Execution Measuring Performance
    • 31. All Rights Reserved © ethology, Inc. 31@MikeCorak#TopicsNotKeywords The Future of SEO Ingredients: • 1 Part technical consultation • 1 Part content strategy • 1 Part user experience • An overpowering amount of integration & coordinated execution across channels
    • 32. All Rights Reserved © ethology, Inc. 32@MikeCorak#TopicsNotKeywords Integrated System Building & Execution
    • 33. All Rights Reserved © ethology, Inc. 33@MikeCorak#TopicsNotKeywords 3 Steps to Integrated Content Programming 1. Thematic Targeting 2. System Building & Planning 3. Integrated Execution
    • 34. All Rights Reserved © ethology, Inc. 34@MikeCorak#TopicsNotKeywords Content Strategy & User-Focused Planning 3. Gap Analysis Topical Categories & Tactical Needs 4. Plan Creation Tactics & Prioritization 2. Content & Tactical Audits Technical, Quantitative & Qualitative 5. Plan Execution Implement, Test & Revise Forever 1. Audience Intelligence Vernacular & Demand Based Taxonomy
    • 35. All Rights Reserved © ethology, Inc. 35@MikeCorak#TopicsNotKeywords Audience Intelligence: Understanding Demand Search Intelligence Audience Research Social Intelligence Content Demand
    • 36. All Rights Reserved © ethology, Inc. 36@MikeCorak#TopicsNotKeywords Filtered to Meet the Needs of All BRAND USERSROBOTS Supports business objectives Findable by search engines Fulfills audience needs
    • 37. All Rights Reserved © ethology, Inc. 37@MikeCorak#TopicsNotKeywords Taxonomy: Categorized & Filtered Demand • Categorize content based on themes and topics • Keyword research should focus around these relevant themes and topics • Prioritization can be determined based on business goals, content auditing, search demand, and coverage needs Themes Topics Keywords
    • 38. All Rights Reserved © ethology, Inc. 38@MikeCorak#TopicsNotKeywords RCGA: Ranking & Content Gap Analysis Current Google positioning for 188 prioritized, relevant keywords (41,242 total search demand) was assessed to identify SEO & content opportunities: • 8 top ten keywords (ranked 1-10) = 1% of total search demand • 13 quick-win keywords (ranked 11-30) = 11% of total search demand • 44 converging keywords (ranked 31-100) = 33% of total search demand • 99 ranking gaps (>100, has content to support) = 52% of total search demand • 9 content gaps (>100, no content to support) = 2% of total search demand
    • 39. All Rights Reserved © ethology, Inc. 39@MikeCorak#TopicsNotKeywords Gap: Ranking Quick Win Converging Gap: Content RCGA: Topical Prioritization Identify Optimize DeliveryImplement Report OPTIMIZATION CYCLE OPTIMIZATION CYCLE Identify Content Creation Optimize Content Implement Report CONTENT CREATION CYCLE Identify Optimize DeliveryImplement Report
    • 40. All Rights Reserved © ethology, Inc. 40@MikeCorak#TopicsNotKeywords Content Strategy: Quantitative & Qualitative Content Inventory • Content Types & Metadata • Website Analytics • On & Off Site Quality Review • Qualitative • Quantitative Structurally Sound Relevant & Effective Usable & Shareable Supports Brand & Users
    • 41. All Rights Reserved © ethology, Inc. 41@MikeCorak#TopicsNotKeywords Qualitative Content Audit Factors • Useful and usable • Redundant, outdated, trivial (ROT) • Meets audiences’ needs • Balances business objectives • Voice, tone & style • Sharable • Optimized for intended channel • Addresses stages in the funnel • Varied types
    • 42. All Rights Reserved © ethology, Inc. 42@MikeCorak#TopicsNotKeywords Quantitative Audit Factors Trending: Content Attribution
    • 43. All Rights Reserved © ethology, Inc. 43@MikeCorak#TopicsNotKeywords Qualitative Auditing [Theme Example] • Services contains the least redundant pages within the site • Vehicle Specification has the most redundancy and the most trivial content • Vehicle Type has the least redundant or trivial pages, however contains the most outdated content 20 20 18 26 37 24 35 22 35 42 16 31 Redundant Pgs Outdated Pgs Trivial Pgs Non-ROT Pgs Qualitative Auditing: Summary of ROT (in # of pages) Services Vehicle Specification Vehicle Type
    • 44. All Rights Reserved © ethology, Inc. 44@MikeCorak#TopicsNotKeywords 0 3 8 9 1 5 0 5 3 5 3 0 9 5 7 3 7 2 0 9 Redundant Pgs Outdated Pgs Trivial Pgs Non-ROT Pgs Services: Summary of ROT (in # of pages) Servicing Financing Insurance Parts Wholesale 10 3 9 0 8 6 10 9 3 0 7 7 10 7 5 0 6 8 4 6 Redundant Pgs Outdated Pgs Trivial Pgs Non-ROT Pgs Vehicle Spec: Summary of ROT (in # of pages) Used New Hybrid Entry-level Performance Services • Parts & Wholesale topics have the most redundant pages • Outdated content is found primarily within Financing, Insurance, and Parts • Servicing and Parts contain the most pages that are considered trivial • Servicing and Wholesale also have the most content least affected by ROT Vehicle Specification • Used and Entry-level both have no pages that are not affected by ROT • The majority of the content within the Used, New, and Entry-level topics are considered Redundant and Trivial • Entry-level and Performance content is the most outdated Qualitative Auditing [Topic Example]
    • 45. All Rights Reserved © ethology, Inc. 45@MikeCorak#TopicsNotKeywords 52% 32% 38% Services Vehicle Specification Vehicle Type Quantitative Auditing: Average of Bounce Rate Quantitative Auditing [Theme Example] • The services section has the highest bounce rate of all content on the site • At 20% higher than vehicle specifications (e.g. New, Used, Hybrid), this content should be prioritized as a need based on bounce rate, which would warrant further inspection into the topics of this theme 52% 32% 38% Services Vehicle Specification Vehicle Type Quantitative Auditing: Average of Bounce Rate
    • 46. All Rights Reserved © ethology, Inc. 46@MikeCorak#TopicsNotKeywords Services • Parts & Servicing are each at around the average bounce rate for the site • Financing, Wholesale, & Insurance are the themes within the site which have the highest bounce rate • This content is very thin and doesn’t accurately portray the brand’s messaging appropriately Vehicle Specification • Visitors to the site bounce most frequently when visiting the Used content • New content has the lowest bounce rate of all categories of the site, largely due to the compelling full-screen video that showcases the visitor from their point-of-view as if they were getting into the car themselves Vehicle Type • SUV & Crossover visitors bounce most frequently, largely due to the limited number of options • Roadster has the lowest bounce rate of all 33% 38% 59% 62% 67% Parts Servicing Financing Wholesale Insurance Services: Average of Bounce Rate 19% 29% 31% 34% 49% New Performance Hybrid Entry-level Used Vehicle Spec: Average of Bounce Rate 28% 32% 33% 33% 48% 55% Roadster Coupe Sedan Wagon SUV Crossover Vehicle Type: Average of Bounce Rate Quantitative Auditing [Topic Example]
    • 47. All Rights Reserved © ethology, Inc. 47@MikeCorak#TopicsNotKeywords Average Bounce Rate is used in the example above, however other combinations can be used. For example: • Average Bounce Rate & Missed Conversions (All Mediums) • Average CTR & Missed Clicks (SEO, PPC, Local, etc.) • % of Demand in Top 10 & Average CTR & Missed Clicks / Conversions (SEO, PPC, Local, etc.) Integrated Content Strategy Prioritization x x x = = = x x x = = = Topic Search Demand % of Demand in Top 10 # of Demand in Top 10 Avg. Bounce Rate Potential Bounced Visits PRIORITY Services 25,000 15% 3,750 52% 1,950 Lowest Vehicle Types 50,000 90% 45,000 32% 14,400 Highest Vehicle Specification 200,000 15% 30,000 38% 11,400 Middle
    • 48. All Rights Reserved © ethology, Inc. 48@MikeCorak#TopicsNotKeywords Full Experience-Driven Audits Tactically -agnostic Future- friendly Search Analytics Lifecycle Marketing (Email) Paid Media Promotion Content Creation Content Strategy & User Experience Lenses: Local + Mobile Social Promotion & Discussion
    • 49. All Rights Reserved © ethology, Inc. 49@MikeCorak#TopicsNotKeywords Technical Priorities Still Critical ANALYSIS SCORE EFFECT EFFORT OWNER Extraneous Crawl Depth ★★★★★ ★★★★★ ★★★★★ Client URL Structure ★★★★★ ★★★★★ ★★★★★ Client URL Canonicalization ★★★★★ ★★★★★ ★★★★★ Client Orphaned page authority: 302 & 404 Errors ★★★★★ ★★★★★ ★★★★★ Client Inaccessible Navigation on Subpages ★★★★★ ★★★★★ ★★★★★ Client Duplicated Title Tags ★★★★★ ★★★★★ ★★★★★ ethology Duplicated Heading Tags ★★★★★ ★★★★★ ★★★★★ ethology Duplicated Meta Descriptions ★★★★★ ★★★★★ ★★★★★ ethology
    • 50. All Rights Reserved © ethology, Inc. 50@MikeCorak#TopicsNotKeywords …But Integrated Program Design Wins Discover Prioritize Plan Optimize Monitor Understand Understand – Business objectives – Target audience – Internal governance Discover – Identify technical issues – Competitive landscape – Build content inventory & identify goals – Identify content purpose & user needs Prioritize – Efforts by business objective value – Coverage gaps by product line – Content gaps by user intent Plan – Map specific optimization efforts to product lines based on (prioritized) business objectives – Match user intent to content goals Optimize – Page-level optimization – Technical remediation – Content refinement – Content development/deployment & promotion Monitor – Review of implemented technical solutions – Monitor server & indexing issues – Analyze content performance – Measure efficacy of efforts & re-prioritize Phase I Phase II Phase III
    • 51. All Rights Reserved © ethology, Inc. 51@MikeCorak#TopicsNotKeywords Tactical Integration http://www.clickz.com/clickz/news/2336996/80-of-marketers-will-run-cross-channel-marketing-campaigns-in-2014-study
    • 52. All Rights Reserved © ethology, Inc. 52@MikeCorak#TopicsNotKeywords Top Integrated “Programs” to Build Consumer Insights, Content Strategy & UX, Integrated Planning Modern Search: Content Strategy, Search, Social, Content Integrated Analytics Retention: CRM, Email, Social, Direct Local: Content, Search, Social
    • 53. All Rights Reserved © ethology, Inc. 53@MikeCorak#TopicsNotKeywords Media (PPC)Exec Mgmt Creative Dev Social UX Customized to Your Unique Ecosystem Organic Search Content Strategy & Creation Analytics Internal Partners
    • 54. All Rights Reserved © ethology, Inc. 54@MikeCorak#TopicsNotKeywords Prioritizing Actions Based on Return Content & User Needs • Strengthen existing content • Broaden topical coverage • Deepen supporting content • Informed by audience segments • Content distribution • Content find-ability • Improve social sharing
    • 55. All Rights Reserved © ethology, Inc. 55@MikeCorak#TopicsNotKeywords Real Results: A Farmers Insurance Case Study Integrated SEO, Content Strategy & Marketing Organic Traffic: +25% Program ROI: +384% Note: corresponding increases achieved in site engagement and conversion through content quality improvements http://www.slideshare.net/mcorak/modern-seo-integrating-programs-for-success-a-farmers-insurance-case-study
    • 56. All Rights Reserved © ethology, Inc. 56@MikeCorak#TopicsNotKeywords Content Marketing Checklist  Meets Business Goals • Maps to overarching strategy? • Relevant to business? • High/medium priority topic?  Satisfies User Needs • Topic satisfies goals? • Content answers questions? • Continue beyond initial search?  Visibility • Includes search strategy? • Topically relevant? • Quality content (Google)?  Usability • Calls to action? • Clear paths to content? • Visible next steps?  Social Reach • Valuable enough to share? • Easy to share? • Can attract from social outlets?  Content Quality • Useful, usable content? • Web writing best practices? • Well-written content?
    • 57. 57@MikeCorak#TopicsNotKeywordsAll Rights Reserved © ethology, Inc. Before you write another blog post...elevate... 57All Rights Reserved © ethology, Inc. Identify user needs holistically... Filterer them with business objectives... Thematically organize for authority... Audit what you have against what users want... Plan & Prioritize the gap for return... Build your unique ecosystem... Reap the rewards. So In Conclusion
    • 58. All Rights Reserved © ethology, Inc. 58@MikeCorak#TopicsNotKeywords And Remember... (What’s wrong with this picture?)
    • 59. All Rights Reserved © ethology, Inc. 59@MikeCorak#TopicsNotKeywords And Now Let’s Pass it Over to Jay Baer!
    • 60. All Rights Reserved © ethology, Inc. 60@MikeCorak#TopicsNotKeywords Goodbye Afscheid Au Revoir Auf Wiedersehen THANK YOU @MikeCorak

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