Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Beyond Keywords: How To Create Content That Matches Your Buyer’s Journey

2,066 views

Published on

SEO has changed. It’s no longer about specific keywords and phrases - it’s about topics. That means the old way of conducting keyword research is broken. How can agencies and marketing teams adapt? By evolving their keyword research to be more tailored to topics, and breaking those topics down into the stages of the buyer's journey. This deck, presented at Digitalzone 2018 in Istanbul, will give you the process you need to take your keyword research to the next level and most importantly, increase relevant traffic to your organisation’s website.

Published in: Marketing
  • Be the first to comment

Beyond Keywords: How To Create Content That Matches Your Buyer’s Journey

  1. 1. #digitalzone@matthew_jkay Beyond Keywords: How To Create Content That Matches Your Buyer’s Journey
  2. 2. #digitalzone@matthew_jkay Who am I?
  3. 3. #digitalzone@matthew_jkay Matthew Kay matthew.kay@aira.net https://www.linkedin.com/in/matthewkay87/ https://twitter.com/Matthew_JKay
  4. 4. #digitalzone@matthew_jkay Who are Aira?
  5. 5. #digitalzone@matthew_jkay Paddy Moogan Matt Beswick
  6. 6. #digitalzone@matthew_jkay One of them wrote this book...
  7. 7. #digitalzone@matthew_jkay
  8. 8. #digitalzone@matthew_jkay ...he said I'd get fired if I didn't promote it.
  9. 9. #digitalzone@matthew_jkay Today I’m going to show you how you can do this...
  10. 10. #digitalzone@matthew_jkay
  11. 11. #digitalzone@matthew_jkay ...but first...
  12. 12. A story.
  13. 13. Consumers have changed.
  14. 14. #digitalzone@matthew_jkay Receive sales call Submit Enquiry Receive Brochure Consumers 20+ years ago
  15. 15. #digitalzone@matthew_jkay Today’s consumer Conduct Google search Submit enquiryView webpage See social media ad Revisit website Download guide Receive email Visit service page
  16. 16. The data backs this up.
  17. 17. #digitalzone@matthew_jkay 94% of B2B buyers research online for purchase decisions. State of Procurement “ ”
  18. 18. #digitalzone@matthew_jkay 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. Demand Gen Report “ ”
  19. 19. #digitalzone@matthew_jkay One user’s car-buying journey included over 900 digital touchpoints in a 3-month period. Google “ ”
  20. 20. What does this mean?
  21. 21. #digitalzone@matthew_jkay The buyer’s journey has evolved.
  22. 22. #digitalzone@matthew_jkay What is the buyer’s journey?
  23. 23. #digitalzone@matthew_jkay The buyer’s journey The prospective customer realises that they have a problem or opportunity. They start researching to better understand their problem. The prospective customer has defined what their problem is. At this stage, they have researched all of the potential solutions to their issue. The buyer has evaluated all of the different solutions and now has to choose a solution, a service provider or product to help them solve their problem.
  24. 24. #digitalzone@matthew_jkay An illustrative example...
  25. 25. #digitalzone@matthew_jkay
  26. 26. #digitalzone@matthew_jkay (I have no affiliation with them)
  27. 27. #digitalzone@matthew_jkay Thought-process and content generation “My website isn’t generating enough traffic.” “Do I need social management software?” “Which social management software should I choose?” 5 ways to generate website traffic from social media. Hootsuite vs Buffer vs Sprout Social vs Sendible Social media management software vs native platforms
  28. 28. #digitalzone@matthew_jkay Too often organisations focus here...
  29. 29. #digitalzone@matthew_jkay
  30. 30. #digitalzone@matthew_jkay We forget about the consumers who are not ready to buy.
  31. 31. #digitalzone@matthew_jkay Here’s another stat...
  32. 32. 96% of website visitors are not ready to buy. HubSpot “ ”
  33. 33. 96%!
  34. 34. #digitalzone@matthew_jkay What does this all mean?
  35. 35. #digitalzone@matthew_jkay Our keyword research needs to consider users further up the funnel - not those at the decision stage.
  36. 36. #digitalzone@matthew_jkay Once they are on your site, all of this comes into play...
  37. 37. #digitalzone@matthew_jkay Lead capture
  38. 38. #digitalzone@matthew_jkay Email & marketing automation
  39. 39. #digitalzone@matthew_jkay Remarketing
  40. 40. If you have limited time and resource you should absolutely focus on decision stage...
  41. 41. ...we just shouldn’t ignore people who are not yet ready to engage.
  42. 42. How should our process for getting found online change?
  43. 43. #digitalzone@matthew_jkay Moving from keywords to topics
  44. 44. #digitalzone@matthew_jkay We all know this.
  45. 45. #digitalzone@matthew_jkay It’s been around for while.
  46. 46. #digitalzone@matthew_jkay
  47. 47. #digitalzone@matthew_jkay
  48. 48. #digitalzone@matthew_jkay https://moz.com/blog/on-page-topic-seo (worth a read)
  49. 49. #digitalzone@matthew_jkay Source: https://moz.com/blog/on-page-topic-seo
  50. 50. #digitalzone@matthew_jkay At Aira, we’ve adopted HubSpot’s Topic Cluster model.
  51. 51. #digitalzone@matthew_jkay Source: https://research.hubspot.com/topic-clusters-seo
  52. 52. #digitalzone@matthew_jkay Which in turn is an evolution of the Hub & Spoke approach.
  53. 53. #digitalzone@matthew_jkay Source: https://www.jimmydaly.com/hub-and-spoke/
  54. 54. #digitalzone@matthew_jkay Pillar Page Cluster Page Cluster Page Cluster Page Cluster Page Cluster Page Cluster Page Hyperlink Hyperlink Hyperlink Hyperlink Hyperlink Hyperlink
  55. 55. #digitalzone@matthew_jkay Core Topic (primary keyword) Subtopic (long tail keyword) Subtopic (long tail keyword) Subtopic (long tail keyword) Subtopic (long tail keyword) Subtopic (long tail keyword) Subtopic (long tail keyword) Hyperlink Hyperlink Hyperlink Hyperlink Hyperlink Hyperlink
  56. 56. #digitalzone@matthew_jkay Pillar content is often awareness or consideration stage - so we add decision stage content into the mix.
  57. 57. #digitalzone@matthew_jkay Pillar Page Cluster Page Cluster Page Target Page Cluster Page Cluster Page Target Page Hyperlink Hyperlink Hyperlink Hyperlink Hyperlink Hyperlink
  58. 58. #digitalzone@matthew_jkay We then look at the relationships between keywords to minimise cannibalisation, and ensure one page ranks for several terms.
  59. 59. Huh?
  60. 60. #digitalzone@matthew_jkay One page will often rank for multiple keywords with similar intent.
  61. 61. #digitalzone@matthew_jkay Old Approach 1 keyword = 1 page inbound marketing = /inbound-marketing inbound marketing agency = /inbound-marketing-agency inbound marketing company = /inbound-marketing-company inbound marketing services = /inbound-marketing-services New Approach Multiple keywords = 1 page inbound marketing inbound marketing agency inbound marketing company inbound marketing services }/inbound-marketing
  62. 62. #digitalzone@matthew_jkay Putting this all into practice
  63. 63. #digitalzone@matthew_jkay The early stages of keyword research shouldn’t alter all that much.
  64. 64. #digitalzone@matthew_jkay Gather your seed keywords.
  65. 65. #digitalzone@matthew_jkay digital marketing agency content marketing agency ppc management seo agency social media management inbound marketing link building digital pr
  66. 66. #digitalzone@matthew_jkay Input them into relevant tools.
  67. 67. #digitalzone@matthew_jkay
  68. 68. #digitalzone@matthew_jkay Expand the seed list. (as you normally would)
  69. 69. #digitalzone@matthew_jkay digital marketing consultation digital marketing agency agency digital marketing digital agency marketing digital marketing company digital marketing agency in uk internet marketing agency get more instagram followers get more twitter followers get more views on youtube facebook ads types social media consultant social media consultancy hire social media consultant social media agency social media agencies social media marketing agency social media agency uk content marketing agency content marketing agencies content marketing companies content marketing company b2b content marketing agency get website higher on google higher on google search results getting your website higher on google content creation marketing content production need content for my website content distribution distributing content content promotion content delivery publish content online digital content creation what is ppc ppc for seo how does google ads work international ppc agency improve ppc ppc marketing benefits ppc marketing for beginners ppc agency ppc agencies ppc management ppc management service ppc companies inbound marketing strategy inbound marketing advantages inbound marketing benefits inbound marketing process digital pr agency online pr agency
  70. 70. #digitalzone@matthew_jkay Export the data to Excel or Google Sheets.
  71. 71. #digitalzone@matthew_jkay Break the keywords out into topics.
  72. 72. #digitalzone@matthew_jkay Topic Keywords social media social media consultation social media consultant social media consultancy hire social media consultant social media agency social media agencies social media marketing agency social media agency uk social marketing agency best social media agency top social media agency advertise on social media advertising using social media best social media advertising social media campaigns manage social media campaigns managing social media campaigns facebook ads leads facebook ads lead generation facebook ads guide
  73. 73. #digitalzone@matthew_jkay Topic Keywords inbound marketing inbound marketing agency inbound marketing company best inbound marketing companies b2b inbound marketing agency best inbound marketing agency inbound marketing business inbound marketing consultation inbound marketing consultant inbound marketing agency pricing inbound marketing costs inbound marketing services inbound marketing solutions inbound marketing specialist inbound marketing campaign inbound marketing assessment inbound marketing strategy inbound marketing advantages inbound marketing benefits inbound marketing process inbound marketing assessment whats inbound marketing
  74. 74. #digitalzone@matthew_jkay Topic Keywords link building link building link building companies link building agency link building agency uk link building company link building seo link building service link building services link building services uk link building strategies how to improve domain authority improve domain authority get high google ranking how to get high ranking in google search how to get high ranking on google search get high ranking on google
  75. 75. #digitalzone@matthew_jkay Ignore keywords based off search volume and relevance. (as you normally would)
  76. 76. #digitalzone@matthew_jkay
  77. 77. #digitalzone@matthew_jkay Now we start to integrate the buyer’s journey and topic clusters...
  78. 78. #digitalzone@matthew_jkay People often use certain types of phrases at each stage.
  79. 79. #digitalzone@matthew_jkay *it’s not as black and white as this though
  80. 80. #digitalzone@matthew_jkay Let’s take a look at our link building topic.
  81. 81. #digitalzone@matthew_jkay Keywords Stage of buyer’s journey get high google ranking how to get high ranking in google search how to get high ranking on google search get high ranking on google link building link building seo link building strategies how to improve domain authority improve domain authority link building company link building service link building services link building services uk link building companies link building agency link building agency uk
  82. 82. #digitalzone@matthew_jkay Keywords Stage of buyer’s journey get high google ranking Awareness how to get high ranking in google search Awareness how to get high ranking on google search Awareness get high ranking on google Awareness link building Consideration link building seo Consideration link building strategies Consideration how to improve domain authority Consideration improve domain authority Consideration link building company Decision link building service Decision link building services Decision link building services uk Decision link building companies Decision link building agency Decision link building agency uk Decision
  83. 83. #digitalzone@matthew_jkay This is just a small dataset.
  84. 84. #digitalzone@matthew_jkay ~180 keywords for one topic
  85. 85. #digitalzone@matthew_jkay This process is never an exact science.
  86. 86. #digitalzone@matthew_jkay Someone who types in “link building” could well be in the decision stage...
  87. 87. #digitalzone@matthew_jkay ...or they might just be looking for information.
  88. 88. #digitalzone@matthew_jkay We often look at the SERPs for help here.
  89. 89. #digitalzone@matthew_jkay This is a consideration stage query (according to my SERP)
  90. 90. #digitalzone@matthew_jkay This is more decision based (according to my SERP)
  91. 91. #digitalzone@matthew_jkay Use your judgement, and the data you have available.
  92. 92. #digitalzone@matthew_jkay Remember this?
  93. 93. #digitalzone@matthew_jkay
  94. 94. #digitalzone@matthew_jkay Certain keywords do map to each stage.
  95. 95. #digitalzone@matthew_jkay ‘how to’ = awareness ‘suppliers’ = consideration ‘buy online’ = decision
  96. 96. #digitalzone@matthew_jkay Once defined - we start analysing the data available to pick the most appropriate phrases.
  97. 97. #digitalzone@matthew_jkay Keyword volume Potential to rank Keyword importance
  98. 98. #digitalzone@matthew_jkay Keyword volume Potential to rank Keyword importance Tools help here.
  99. 99. #digitalzone@matthew_jkay Keyword volume Potential to rank Keyword importance You need business input here.
  100. 100. #digitalzone@matthew_jkay Don’t forget to include Google Ads data in this process.
  101. 101. #digitalzone@matthew_jkay Keywords that convert well on PPC should do the same organically.
  102. 102. #digitalzone@matthew_jkay Wil Reynolds talks about this alot.
  103. 103. #digitalzone@matthew_jkay https://learninbound.com/videos/wil-reynolds-2017/
  104. 104. #digitalzone@matthew_jkay Once we’ve picked our keywords, we select primary keywords and secondary keywords for related terms.
  105. 105. #digitalzone@matthew_jkay Keywords Primary or Secondary link building agency Primary link building company Secondary link building service Secondary link building services Secondary link building services uk Secondary link building companies Secondary link building agency uk Secondary
  106. 106. #digitalzone@matthew_jkay This helps inform our keyword mapping and targeting.
  107. 107. #digitalzone@matthew_jkay Hopefully, you end up with a spreadsheet that looks something like this...
  108. 108. #digitalzone@matthew_jkay Link building
  109. 109. #digitalzone@matthew_jkay Social media
  110. 110. #digitalzone@matthew_jkay Mapping these keywords
  111. 111. #digitalzone@matthew_jkay We then move to mapping these keywords to existing pages.
  112. 112. #digitalzone@matthew_jkay
  113. 113. #digitalzone@matthew_jkay The remaining, unmapped keywords provide a content gap analysis.
  114. 114. #digitalzone@matthew_jkay
  115. 115. #digitalzone@matthew_jkay Remember - use the SERPs to help match your buyer’s journey.
  116. 116. #digitalzone@matthew_jkay The SERP is telling us this is an informational query.
  117. 117. #digitalzone@matthew_jkay So our content recommendation reflects this.
  118. 118. Does it actually work?
  119. 119. #digitalzone@matthew_jkay HubSpot’s Anum Hussain and Cambria Davies launched topic cluster experiments for a select group of topics in 2016.
  120. 120. #digitalzone@matthew_jkay They reported...
  121. 121. #digitalzone@matthew_jkay Clicks from SERPs for one keyword over 1,500%. https://www.anumhussain.com/presentations/topics-over-keywords
  122. 122. #digitalzone@matthew_jkay Organic sessions increase of 13% week on week. https://www.anumhussain.com/presentations/topics-over-keywords
  123. 123. #digitalzone@matthew_jkay Let’s take some ‘real’ world examples.
  124. 124. #digitalzone@matthew_jkay We’ve been working on building out pillar pages for this client for around 5 months.
  125. 125. #digitalzone@matthew_jkay June October
  126. 126. #digitalzone@matthew_jkay We’re targeting over a 100 of these pillar pages by Christmas.
  127. 127. #digitalzone@matthew_jkay We’re getting featured snippets too...
  128. 128. #digitalzone@matthew_jkay
  129. 129. #digitalzone@matthew_jkay
  130. 130. #digitalzone@matthew_jkay Since July, we’ve started to roll this out for ourselves.
  131. 131. #digitalzone@matthew_jkay Our ranking distribution for our ‘inbound marketing’ topic is getting stronger...
  132. 132. #digitalzone@matthew_jkay Average ranking is getting better too...
  133. 133. #digitalzone@matthew_jkay Overtime, we’ll track the performance of our topic cluster against the number of leads and customers it generates.
  134. 134. Takeaways
  135. 135. #digitalzone@matthew_jkay Think beyond the decision stage of the buyer’s journey.
  136. 136. #digitalzone@matthew_jkay Create content - based off data - that caters for consumers earlier in their purchase journey.
  137. 137. #digitalzone@matthew_jkay Use keyword mapping to identify content gaps.
  138. 138. #digitalzone@matthew_jkay Categorise that content in topics, and pillar & cluster pages. Pillar Page Cluster Page Cluster Page Target Page Cluster Page Cluster Page Target Page
  139. 139. #digitalzone@matthew_jkay Track your results within the relevant topic clusters.
  140. 140. #digitalzone@matthew_jkay Once they’re on your site, don’t forget that those earlier in the buyer’s journey may need some form of nurturing to turn them into customers.
  141. 141. Thank you!

×