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#ContentToCustomers
Brett McHale
#ContentToCustomers
Our Speakers
Erin Sagin
PPC Evangelist,
WordStream
Holly Miller
Professional Services
Manager, Searchmetrics
Brett McHale
Marketing Specialist,
WordStream
#ContentToCustomers
Launch Poll
Questions
#ContentToCustomers
#ContentToCustomers
#ContentToCustomers
Quality Score impacts your CPC.
Discounted by 30.00%
Discounted by 22.20%
Discounted by 12.50%
GOOGLE BENCHMARK
Increased by 16.700%
Increased by 40.00%
Increased by 75.00%
Increased by 133.00%
Increased by 250.00%
Increased by 600.00%
YOU SAVE
YOU PAY
10
9
8
7
6
5
4
3
2
1
#ContentToCustomers
Holly Miller
Director of Professional Services
Holly delivers SEO insights to some of the world’s largest
brands as a member of the Searchmetrics Professional
Services team. A true SEO lover, Holly draws her enthusiasm
for search from a diverse set of professional experiences in
online marketing from communications to creative agency
work.
@millertime_baby
#ContentToCustomers
The need for speed
@millertime_baby
The top 10 websites load at
1.10 seconds for mobile and
1.16 seconds for desktop
(2015 Ranking Factors Study)
#ContentToCustomers
Are you Mobile-Friendly ?
http://bit.do/mobilefriendlytest
@millertime_baby
Google Developer Tools
Mobile-Friendly Test:
http://bit.do/webpagetestWebpagetest.org:
40%of customers abandon a
website that takes >3
seconds to load
(KISSmetrics)
Test your site speed:
#ContentToCustomers
Answer the
question!Make sure your landing page meets the need of your
consumer
@millertime_baby
#ContentToCustomers
Rich Answers are everywhere
@millertime_baby
Featured Snippets
Local Pack “People Also Asked” Box
Knowledge Graph
#ContentToCustomers
Aim for the answer box
@millertime_baby
#ContentToCustomers
Write for the
right queryDevelop content that matches the query intent:
informational vs. transactional.
@millertime_baby
#ContentToCustomers
Informational Transactionalvs.
@millertime_baby
1,477
Words
692
Words
2 CTAs0 CTAs
#ContentToCustomers
@millertime_baby
“The content on higher ranking pages is
better structured, contains more
interactive elements and is thus more
comprehensible and interpretable for
both users and the bot.”
Structure matters
(2015 Ranking Factors Study)
#ContentToCustomers
Focus on page
qualityUsing ‘proof’ and ‘relevant’ terms sends quality signals to
Google
@millertime_baby
#ContentToCustomers
Proof Terms for
‘online dating’
‘matchmaking’
‘online dating
reviews’
’relationships’
Words or phrases that must be used when discussing a particular topic
@millertime_baby
#ContentToCustomers
Relevant Terms for
‘online dating’
‘okcupid’ ‘use statistics’ ‘reviews’
@millertime_baby
Keywords that suggest to Google that you’re providing
comprehensive coverage of a topic
#ContentToCustomers
@millertime_baby
http://bit.do/searchquality
Google Search Quality
Rater Guidelines:
Search Quality
Rater Guidelines
Content has become more holistic! Proof terms are still relevant, but the
percentage of relevant terms on high ranking websites has steadily increased.
Ranking Factors
Study
http://bit.do/rankingfactorsRanking Factors
Study:
E-A-T is incredibly important to
achieving high page quality:
pages need enough expertise
to be authoritative and
trustworthy on their topic
#ContentToCustomers
@millertime_baby
Get the basics rightFast loading, mobile friendly sites perform better.
Answer the question!Make sure your landing page meets the need of your consumer
Focus on page qualityUsing ‘proof’ and ‘relevant’ terms sends quality signals to Google
Write for the right queryDevelop content that matches the query intent: informational vs. transactional.
Remember: Reach out
any time!
#ContentToCustomers
Let’s Be Real
You have content
to promote
You want
more customers
You need a cost-
effective way to
move the needle
#ContentToCustomers
Brand Fitness
Paid AdvertisingSEO & Organic Social
#ContentToCustomers
You already are
Why Pay?
#ContentToCustomers
Costs
450 People Reached
40 Clicks
3 Sign-Ups
2
Days
$4
#ContentToCustomers
Costs
1
Month
$1,000
100,000 People Reached
200 Downloads
#ContentToCustomers
Can it work for you?
#ContentToCustomers
1
Choosing Your Content
#ContentToCustomers
Choose the Content
#ContentToCustomers
Repurpose Top Content
#ContentToCustomers
Popularity vs. Purpose
Top Content Bundled Content
4% Qualified Conversion Rate 12% Qualified Conversion Rate
#ContentToCustomers
Purpose
Bundle Content
#ContentToCustomers
2
Visual Strategy
#ContentToCustomers
Value Proposition
#ContentToCustomers
Imagery
#ContentToCustomers
Consistency
#ContentToCustomers
3
Remarketing
#ContentToCustomers
Remarketing
#ContentToCustomers
Universal Tracking Pixels
1
Segment
Audiences
2
Tailor
Promotions
#ContentToCustomers
Universal Tracking Pixel
#ContentToCustomers
4
Growing Your Audience
#ContentToCustomers
Lookalikes
#ContentToCustomers
Custom Audience Lists
#ContentToCustomers
Manual Targeting
#ContentToCustomers
Lookalikes and Custom Audiences
Web Traffic Lookalikes
#ContentToCustomers
Custom Lists - Exclusionary Audiences
#ContentToCustomers
Manual Audiences
#ContentToCustomers
Manual Audiences
#ContentToCustomers
Manual Audiences
1 Value
Proposition 2 Who Will
Benefit
#ContentToCustomers
Strategy is Evolutionary
#ContentToCustomers
Launch Poll
Questions
#ContentToCustomers
Q&A
Thanks!

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9 Insanely Powerful Ideas To Turn Content Into Customers