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Using Search Insights to Create 
Revenue Driving Content 
MARGARET NICOLL 
@5ftIdeaMachine @MAKAdigital #LavaCon 
MAKA Dig...
my early years looked a lot like this 
@5ftIdeaMachine @MAKAdigital #LavaCon
then it looked a lot like this 
@5ftIdeaMachine @MAKAdigital #LavaCon
and now it looks like this 
create digital happiness 
@5ftIdeaMachine @MAKAdigital #LavaCon
the other fellow first 
@5ftIdeaMachine @MAKAdigital #LavaCon
what are people searching for? 
@5ftIdeaMachine @MAKAdigital #LavaCon
if you know what people search for, 
you know how to put them first, 
if you know how to put them first, 
you know what co...
1.38 
million 
@5ftIdeaMachine @MAKAdigital #LavaCon
timing matters 
@5ftIdeaMachine @MAKAdigital #LavaCon
@5ftIdeaMachine @MAKAdigital #LavaCon
build bridges with cupcakes 
@5ftIdeaMachine @MAKAdigital #LavaCon
The Insight 
1.38 M Consumer Searches / Year 
5,000 Customer Calls 
Off brand misinformed content dominated the digital co...
@5ftIdeaMachine @MAKAdigital #LavaCon
@5ftIdeaMachine @MAKAdigital #LavaCon
Before After
The Impact 
@5ftIdeaMachine @MAKAdigital #LavaCon
UGG STYLE GUIDE 
The Insight 
371 k consumer searches / year 
Consumers need to be shown how to wear product 
The Opportun...
be iterative
Before After
The Impact 
@5ftIdeaMachine @MAKAdigital #LavaCon
LOOKING FOR… 
The Insight 
Users search for their favorite products long after they’re gone 
CRC needed a tool to inform a...
LOOKING FOR… 
Before After 
@5ftIdeaMachine @MAKAdigital #LavaCon
The Impact 
@5ftIdeaMachine @MAKAdigital #LavaCon
FIT TIPS 
The Insight 
500,000 Google searches / year for ‘UGG Sizing’ queries 
The Opportunity 
Provide users with a posi...
FIT TIPS 
Before After 
@5ftIdeaMachine @MAKAdigital #LavaCon
The Impact 
@5ftIdeaMachine @MAKAdigital #LavaCon
put the other fellow first 
solve problems 
build bridges with cupcakes 
@5ftIdeaMachine @MAKAdigital #LavaCon
THANK YOU! 
@5ftIdeaMachine @MAKAdigital #LavaCon 
MARGARET NICOLL 
MAKA Digital 
Link to Presentation: bit.ly/1tt1CxJ
How to Use SEO Insights for Content Strategy to Drive Revenue by Margaret Nicoll MAKA Digital
How to Use SEO Insights for Content Strategy to Drive Revenue by Margaret Nicoll MAKA Digital
How to Use SEO Insights for Content Strategy to Drive Revenue by Margaret Nicoll MAKA Digital
How to Use SEO Insights for Content Strategy to Drive Revenue by Margaret Nicoll MAKA Digital
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How to Use SEO Insights for Content Strategy to Drive Revenue by Margaret Nicoll MAKA Digital

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SEO and search insights are valuable for identifying what content will drive revenue by solving for your audience's problems. In this presentation, we will review how to identify search insights from Google and how to use that information to create omnichannel ecommerce content strategies. Take a look at examples from UGG Australia and Sanuk footwear to learn how these footwear giants are using content to put their audience first with tightly woven content strategy. To learn more about SEO and insights driven content strategies visit www.MAKAdigital.com.

Published in: Marketing
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How to Use SEO Insights for Content Strategy to Drive Revenue by Margaret Nicoll MAKA Digital

  1. 1. Using Search Insights to Create Revenue Driving Content MARGARET NICOLL @5ftIdeaMachine @MAKAdigital #LavaCon MAKA Digital
  2. 2. my early years looked a lot like this @5ftIdeaMachine @MAKAdigital #LavaCon
  3. 3. then it looked a lot like this @5ftIdeaMachine @MAKAdigital #LavaCon
  4. 4. and now it looks like this create digital happiness @5ftIdeaMachine @MAKAdigital #LavaCon
  5. 5. the other fellow first @5ftIdeaMachine @MAKAdigital #LavaCon
  6. 6. what are people searching for? @5ftIdeaMachine @MAKAdigital #LavaCon
  7. 7. if you know what people search for, you know how to put them first, if you know how to put them first, you know what content to create, if you know what content to create, you know how to drive revenue @5ftIdeaMachine @MAKAdigital #LavaCon
  8. 8. 1.38 million @5ftIdeaMachine @MAKAdigital #LavaCon
  9. 9. timing matters @5ftIdeaMachine @MAKAdigital #LavaCon
  10. 10. @5ftIdeaMachine @MAKAdigital #LavaCon
  11. 11. build bridges with cupcakes @5ftIdeaMachine @MAKAdigital #LavaCon
  12. 12. The Insight 1.38 M Consumer Searches / Year 5,000 Customer Calls Off brand misinformed content dominated the digital conversation @5ftIdeaMachine @MAKAdigital #LavaCon The Opportunity Authentically own the conversation Drive visits & revenue Listen, respond & build trust
  13. 13. @5ftIdeaMachine @MAKAdigital #LavaCon
  14. 14. @5ftIdeaMachine @MAKAdigital #LavaCon
  15. 15. Before After
  16. 16. The Impact @5ftIdeaMachine @MAKAdigital #LavaCon
  17. 17. UGG STYLE GUIDE The Insight 371 k consumer searches / year Consumers need to be shown how to wear product The Opportunity Drive new prospects to the brand Increase conversions through useful, relevant content @5ftIdeaMachine @MAKAdigital #LavaCon
  18. 18. be iterative
  19. 19. Before After
  20. 20. The Impact @5ftIdeaMachine @MAKAdigital #LavaCon
  21. 21. LOOKING FOR… The Insight Users search for their favorite products long after they’re gone CRC needed a tool to inform and sell prospects related styles ‘No Search Results’ pages leave revenue on the table ‘No Search Results’ pages make for a poor UX The Opportunity Create a conversions out of ‘style searchers’ Provide a positive UX Provide CRC and prospects with relevant, useful content @5ftIdeaMachine @MAKAdigital #LavaCon
  22. 22. LOOKING FOR… Before After @5ftIdeaMachine @MAKAdigital #LavaCon
  23. 23. The Impact @5ftIdeaMachine @MAKAdigital #LavaCon
  24. 24. FIT TIPS The Insight 500,000 Google searches / year for ‘UGG Sizing’ queries The Opportunity Provide users with a positive UX Reduce costs associated with fit and sizing issues Increase conversion rates @5ftIdeaMachine @MAKAdigital #LavaCon
  25. 25. FIT TIPS Before After @5ftIdeaMachine @MAKAdigital #LavaCon
  26. 26. The Impact @5ftIdeaMachine @MAKAdigital #LavaCon
  27. 27. put the other fellow first solve problems build bridges with cupcakes @5ftIdeaMachine @MAKAdigital #LavaCon
  28. 28. THANK YOU! @5ftIdeaMachine @MAKAdigital #LavaCon MARGARET NICOLL MAKA Digital Link to Presentation: bit.ly/1tt1CxJ

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