Do you know what it takes to scale and run a successful enterprise SEO strategy? Understanding the intent behind a search term and how to serve up relevant content is a crucial component of effective SEO. To do this successfully, you need a customer-focused content strategy. This is the key to getting new prospects and distinguishing your brand in a cluttered market. Register now to find out what it takes to level up your content strategy and create content that delivers the best ROI for your SEO efforts. You’ll learn how to: - Develop solid strategies based on a deep understanding of customer journeys. - Identify content gaps with in-depth and razor-focused analysis. - Put strategy into action by leveraging content planning. Measure performance and ROI. In this power webinar, Aditya Saxena, Wayne Cichanski, & Michael Bruh will show you how to bring all the pieces together to write and optimize content that ranks. Watch this webinar to discuss what it takes to scale and run a successful enterprise SEO program.

1. This document and the information in it are provided in confidence, and may not be disclosed to any third party.

2. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Aditya Saxena, SVP, Consulting - iQuanti
15+ years of strategy and growth consulting experience. Leads the digital
consulting practice at iQuanti.
• Focuses on Digital Strategy, Cross-Channel Digital
Planning, and Marketing Analytics solutions.
• Featured as a contributor with Business Insider,
Enterpreneur.com, and Economic Times. Top 100 Digital
Influencers by YourStory Media in 2020.
• Strategy formulation and execution expertise across
financial services, e-commerce and Internet industries.
aditya.s@iquanti.com

3. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Michael Bruh, VP & Head Account Success - Conductor
20+ years of experience driving successful marketing initiatives and campaigns
to propel brand exposure and business growth.
• Customer acquisition and retention expert.
• Transformed digital marketing for world-class brands
(Accenture, Four Seasons, PayPal, etc.).
• Featured as a speaker and contributor with CMO
Exchange, Media Post, The Financial Times, CMO.com,
and Click Z.
mbruh@conductor.com

4. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Wayne Cichanski, VP Search & Site Experience - iQuanti
28-year career in digital marketing, with 10 years at the brand level & 18 years at
the agency level. Last 9 years in financial services & insurance.
• Digital solutions executive.
• SEO before Google was Google.
• UX, Development, Search, Data.
• Former CIO/CMO.
wayne.c@iquanti.com

5. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
1 2
3 4
Building a solid foundation
• Understand the intent
• Identify customer journeys
Conducting the Content Analysis
• Identify the gaps
• Improve the relevancy of content
• Prioritize
Translating Strategy to Action
• Content Planning
• Leverage collaboration
Measuring the Impact
• Evaluate Performance
• Measure ROI
Today’s Discussion Agenda

6. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL:
What drives your content strategy?
a. Industry Trends
b. Ad-hoc topic driven
c. Insights from the Tech Platform
d. Driven by an external agency (or a consultant)

7. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Building a solid foundation
Understanding the intent and identifying customer journeys.

8. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Develop a
Strategy
SEO Technology
Content Gaps
Technical
Optimize URLs
New Content
Authority Building
Execute
Themes by
user needs
Gap within
themes
Expanding
the themes
Awareness
Consideration
Purchase
Loyalty
Persona
Define the Market
Landscape
Strategy
Prioritize by
Business
Needs
Content
Strategy
Local vs
Enterprise
Device
Measure
Implement
Implement &
Measure
Benchmark vs competitors
Identify gaps
Actionable insights
recommendations
Simulate performance
Our customer-centric framework serves SEO &
business needs

9. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Identifying Consumer Demand Across the Journey
Discovering what and how your audience is searching for your products
Consideration Purchase
User Journey
Awareness
New
Traffic
Point of
Entry
Loss of
Traffic
Point of
Entry
Move up funnel
Broken journey
Move down funnel
Broken journey
Point of Entry

10. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Target
Keyword
List
Refresh
Quarterly
Sources For Target Keywords Identification
• Identify the
keyword universe
that belongs to the
domain and the
market
• Exploration of
search volumes by
individual keywords
as an exact match
is completed
• The goal is to
identify strong
themes as
opportunities to
increase traffic and
conversion.
Trending
topics,
events,
PoVs
Google
Trends
Google
Keyword
Planner &
PPC
Keywords
User focused
searches
related to the
offered
services &
products
user-focused
Core
Topics for
Services /
Products
Inputs from
iQuanti’s
proprietary
tool for
identifying
future trends
Topics
from
Proprietar
y Tech
Existing
Organic
Footprint
Relevant topics
being covered by
competitors
(direct and
search)
Competitors
The strategy starts with robust keyword identification

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Adjacent intent and
journeys ~5000KWs
End-to-end path to
purchase for Credit
card ~3000KWs
Core intent and
searches
450-500 KWs
• Prioritization will be the
key to winning in SEO.
• Balance between core
intent and searches
within the larger
landscape.
• Execution roadmap
aligned to prioritization.
Search
Volumes
Consumer
Demand
Prioritization: Investing in demand pockets that will
drive meaningful results

12. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Group Keyword Data by Like-Minded Intent
Map & group keywords by similar intent. Then isolate and develop content to
match that intent
credit cards 368,000
apply for credit cards 49,500
credit card offers 27,100
credit card application 12,100
apply for credit card online 5,400
sign up for credit card 2,900
new credit cards 2,900
secured credit card 135,000
credit card to build credit 33,100

13. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Group Data Landscape by Like-Minded Intent
Map & group keywords by similar intent. Then isolate and develop content to
match that intent
credit cards 368,000
apply for credit cards 49,500
credit card offers 27,100
credit card application 12,100
apply for credit card online 5,400
sign up for credit card 2,900
new credit cards 2,900
secured credit card 135,000
credit card to build credit 33,100
apply for credit cards 49,500
credit card application 12,100
apply for credit card online 5,400
sign up for credit card 2,900
credit cards 368,000
new credit cards 2,900
compare credit cards 9,900
secured credit card 135,000
credit card to build credit 33,100
credit card offers 27,100
One page does NOT
match all of these
intents
= 1 Page
= 1 Page
= 1 Page
= 1 Page

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14
Identifying the gaps and improving the relevancy of the existing
content.
Conducting the Content
Analysis

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How to Calculate the Content Gap
Know exactly what you are trying to achieve with your content

16. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How to Calculate the Content Gap
• Group categories
by intent
• Categorize by a
primary and
secondary theme
• Create a master
view to map
LANDSCAPE
Know exactly what you are trying to achieve with your content

17. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How to Calculate the Content Gap
• Take inventory of
all URLs published
• Pull ranks of each
URL
• Identify the hero
keyword term for
each URL
URL’s PUBLISHED
• Group categories
by intent
• Categorize by a
primary and
secondary theme
• Create a master
view to map
LANDSCAPE
Know exactly what you are trying to achieve with your content

18. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How to Calculate the Content Gap
• Identify the intent
of the published
URL
• Confirm if the
hero term ranking
is a match for the
URL
• Know the intent
of the URL
INTENT MATCH
• Take inventory of
all URLs published
• Pull ranks of each
URL
• Identify the hero
keyword term for
each URL
URL’s PUBLISHED
• Group categories
by intent
• Categorize by a
primary and
secondary theme
• Create a master
view to map
LANDSCAPE
Know exactly what you are trying to achieve with your content

19. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How to Calculate the Content Gap
• Map existing URL
to the matching
sub-theme by
intent
• All missing sub-
themes – mark as
net new
EXISTING/NEW
• Identify the intent
of the published
URL
• Confirm if the
hero term ranking
is a match for the
URL
• Know the intent
of the URL
INTENT MATCH
• Take inventory of
all URLs published
• Pull ranks of each
URL
• Identify the hero
keyword term for
each URL
URL’s PUBLISHED
• Group categories
by intent
• Categorize by a
primary and
secondary theme
• Create a master
view to map
LANDSCAPE
Know exactly what you are trying to achieve with your content

20. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Prioritization Model for SEO Tactics
Notes:
• Purchase Intent
Index is
calculated
considering the
buyer’s intent as
represented by
the keywords
• Search Demand
is the monthly
volume of
keywords
identified for
certain themes
High Purchase Intent Index
Low Purchase Intent Index
High Difficulty Index Low Difficulty Index

21. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Prioritization Model for SEO Tactics
Notes:
• Purchase Intent
Index is
calculated
considering the
buyer’s intent as
represented by
the keywords
• Search Demand
is the monthly
volume of
keywords
identified for
certain themes
High Purchase Intent Index
Low Purchase Intent Index
Drive
Conversions
Transactional
Keywords
Themes
High Difficulty Index
P0
Low Difficulty Index

22. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Prioritization Model for SEO Tactics
Notes:
• Purchase Intent
Index is
calculated
considering the
buyer’s intent as
represented by
the keywords
• Search Demand
is the monthly
volume of
keywords
identified for
certain themes
High Purchase Intent Index
Low Purchase Intent Index
Drive Demand
Mid-funnel
Consideration
Terms
Drive
Conversions
Transactional
Keywords
Themes
High Difficulty Index
P0
P1
Low Difficulty Index

23. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Prioritization Model for SEO Tactics
Notes:
• Purchase Intent
Index is
calculated
considering the
buyer’s intent as
represented by
the keywords
• Search Demand
is the monthly
volume of
keywords
identified for
certain themes
High Purchase Intent Index
Low Purchase Intent Index
Drive Demand
Mid-funnel
Consideration
Terms
Drive
Conversions
Transactional
Keywords
Themes
Drive
Interactions
Mid-funnel
Comparison/Aw
areness Terms
High Difficulty Index
P0
P1
P2
Low Difficulty Index

24. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Prioritization Model for SEO Tactics
Notes:
• Purchase Intent
Index is
calculated
considering the
buyer’s intent as
represented by
the keywords
• Search Demand
is the monthly
volume of
keywords
identified for
certain themes
High Purchase Intent Index
Low Purchase Intent Index
Drive Demand
Mid-funnel
Consideration
Terms
Drive Awareness
Upper Funnel
Awareness
Terms
Drive
Conversions
Transactional
Keywords
Themes
Drive
Interactions
Mid-funnel
Comparison/Aw
areness Terms
High Difficulty Index
P0
P1
P3 P2
Low Difficulty Index

25. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL:
What is the process of content creation in your enterprise
a. By in-house teams
b. By leveraging SEO tools
c. By leveraging external agencies/consultants
d. Combination of the above
e. No defined approach

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26
Translating strategy to action!
Planning content, leveraging collaboration and workflow features of
an Enterprise SEO Platform.

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Creating a content strategy roadmap and a calendar
Align the priorities and build
out the roadmap.
Foundation, content roadmap and
calendar development
1

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Content creation, simulation,
and performance measurement
2 Content creation
Creating a content strategy roadmap and a calendar
Align the priorities and build
out the roadmap.
Foundation, content roadmap and
calendar development
1

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Content strategy work-flow - Calendar creation
Key & Callouts
Prioritization exercise
looks at search volume,
customer intent, topical
relevancy, search
trends, and business
objectives
2
Calendar creation
includes ideation to
develop page/article
topics, with ranking to
prioritize content
production
3
Content
Gap
analysis to
identify
Keyword
Themes
Selection
and
prioritization
of target
Keyword
Themes
Content
calendar
&
schedule
creation
2 3
1
Content
Development

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SEO CONTENT WEB
Content Ideas /
Optimizations
Technical Fixes
Content Creation
/ Updates
Implementation

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FLAT GROWTH
2MONTHS
VS
HIGH GROWTH
WEEKS
2
Publish a new web page?

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FLAT GROWTH
8WEEKS
VS
HIGH GROWTH
DAYS
3
Change a Title Tag?

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FLAT GROWTH
6WEEKS
VS
HIGH GROWTH
DAYS
4
Change Meta Description?

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Here’s An Example Of A Typical Content Creation Process
2 DAYS
CONTENT REVISIONS
SEO WEB
APPROVALS
WEEKS HAVE GONE BY. WEEKS!
LOST
TIME
LOST
TIME
LOST
TIME
APPROVALS
SEO CONTENT
2 DAYS 2 DAYS 5 DAYS 5 DAYS 5 DAYS 7 DAYS
LOST
TIME
Look for inefficiencies in your processes and eliminate
them

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Bad Process
Good
Communication
Good Process
No Silos
Silos
If You’re Slow
= Flat Growth
Agility Drives
Revenue
Bad
Communication
Translating strategy to action

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Content time
to live
Agility Metrics

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Content time
to live
Content
change time to
live
Agility Metrics

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Content time
to live
Technical
change time to
live
Content
change time to
live
Agility Metrics

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Embrace
Reality
Adapt on “Always
On” Mentality
Eliminate
Process
Inefficiencies
How to be ‘Agile?’

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A QUICK POLL:
How do you measure the success of your content?
a. No well-defined metrics to define success
b. Have a robust measurement framework
c. Leverage a 3rd Party SEO Platform
d. Combination of b & c

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Measuring Performance & ROI

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Digital Presence Tracking
Get a more complete view of KPIs with Web Property
Groups and Amazon Tracking
Enhanced Performance Reporting
Provides more clarity and context around what impacts
KPIs. Content Performance, Page Insights, and
Automatic/Custom Annotations
Content Guidance
Aimed to help improve KPIs. Provides prescriptive
recommendations to help create and optimize content to
improve the ranking
“My division leverages Conductor to conduct keyword research in multiple regions and countries, and we use it as our main
reporting mechanism and to tell the story of our SEO success externally. Before using Conductor, we did not have a way to
monitor and report on our keyword rankings, and manage SEO reporting across the globe.” --Marisa Mason, Senior Digital
Strategist, Global Marketing, Thermo Fisher Scientific
Conductor

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Evaluate your performance

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Measuring ROI

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Measuring ROI
Build a Comprehensive Reporting Foundation
● Look at the maturity of your organization
● Choose an attribution model

46. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Measuring ROI
Build a Comprehensive Reporting Foundation
● Look at the maturity of your organization
● Choose an attribution model
Determine Costs
● Determine how you are thinking about costs
● Increase the scope of what counts as a cost

47. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Measuring ROI
Build a Comprehensive Reporting Foundation
● Look at the maturity of your organization
● Choose an attribution model
Determine Costs
● Determine how you are thinking about costs
● Increase the scope of what counts as a cost
Clean Up Your Data
● Ensure UTM parameters give accurate
information
● Clarify the timeframe of each touchpoint

48. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Measuring ROI
Build a Comprehensive Reporting Foundation
● Look at the maturity of your organization
● Choose an attribution model
Determine Costs
● Determine how you are thinking about costs
● Increase the scope of what counts as a cost
Clean Up Your Data
● Ensure UTM parameters give accurate
information
● Clarify the timeframe of each touchpoint
Leverage the Right Technology
● Manual reporting fails to provide real-time
insights
● Ensure tech is setup correctly

49. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL:
What is the biggest challenge you face today in building content?
a. Lack of resources/budget
b. No predictability in rank gains from content optimization
c. Lack of measurement (and ROI of your content efforts)
d. Not sure (Mark this if you need help in assessing your Content Strategy)

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Strategy to execution

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In conclusion
• Focus on building robust content strategy development
• Prioritize content roadmaps to maximize the return from content
investments
• Drive agility through technology (simulate, forecast, efficient process)
• Measure impact

52. This document and the information in it are provided in confidence, and may not be disclosed to any third party.

53. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Thank You!