IAB Search - Leveraging consumer centric content throughout the purchase funnel to maximise organic search performance
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How to leveraging consumer centric content throughout the purchase funnel to maximise organic search performance.
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IAB Search - Leveraging consumer centric content throughout the purchase funnel to maximise organic search performance
- 1. Leveraging consumer centric content throughout the purchase funnel to maximise organic search performance @davefreeman
- 2. @davefreeman 2000 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 PHASE 1 ENGINE CENTRIC Google AdWords launches with 350 customers Adwords launches cost per click pricing Espotting purchased by Findwhat Overture purchased by Yahoo PHASE 2 CHANNEL CENTRIC Google Conversion Optimiser Espotting purchased by Findwhat Bing launches Android launch Google buys Admob & Invite Media Site links Google Display NetworkQuality score introduced Google Analytcis launches (based on Urchin) Adobe buys EfficientFrontier Google Hotel Finder Adwords social extensions Google buys YouTube Google buys Doubleclick iPhone launches Yahoo and Microsoft announce SearchAlliance PHASE 2 PAGE CENTRIC Google Webmaster Tools Universal search iPhone launches Caffeine Algorithm update Yahoo ends paid inclusion Yahoo and Microsoft announce SearchAlliance Android Enterprise SEO Technology: e.g. Linkdex, BrightEdge, Search Metrics, Deep Crawl etc (2009) High Profile manual penalties for Finance brands Heavy Paid Linking Hummingbird Algorithm update Mobilegeddon Algorithm update HTTPS/TLS: Lack of keyword referral data Pigeon Mobile search overtakes desktopOK Google voice search Google launches Rankbrain Panda Algorithm update Penguin Algorithm update Schema.org Google Authorship Google Knowledge Graph Decline of Mummy blogger linkbuilding PHASE 3 CONSUMER-CENTRIC Google’s Head of Search, Amit Singhal is replaced by John Giannandrea, ex AI lead Adwords scripts rolls out Google Tag Manager Launch of RLSA Launch of Doubleclick Digital Marketing Near exact phrase match launches Google Shopping rolls outs Dynamic search ads launch, technically keyword-less campaigns Website Call Conversions in Adwords Universal App campaigns Target recommendations announced. Doubleclick launches Sibyl Mobile search overtakes desktop OK Google voice search Enhanced campaigns Google launches customer match Google gets rid of RHS ads Google sunsets Google Compare PHASE 3 CONSUMER-CENTRIC News Optimisation Froogle launches Local SEO Florida Algorithm update PHASE 1 KEYWORD CENTRIC Now is the age of consumer-centric search
- 3. @davefreeman But SEO strategies still tend to be centred around keywords Authority link landscape Technical optimisation Performance measurement Keyword research
- 4. @davefreeman And focus only on bottom of funnel performance Easy to measure with a clear ROI Delivers a level of business growth Ignores the more difficult top of funnel and misses the wider business growth opportunity
- 5. @davefreeman 1. Understand your consumers 2. What devices they use 3. How they search 4. Map their journey 5. Analyse search requirements 6. Fill the content gaps You need to re-imagine your strategy around the consumer
- 6. @davefreeman Start by understanding who your consumers are DEMOGRAPHICS ATTITUDES AND NEEDS MEDIA PREFERENCES
- 7. @davefreeman What devices they use to engage with your content Your content experience must work seamlessly across devices Over 50% over searches take place on mobile devices Data Source: Google data, October 2015
- 8. @davefreeman Whether they want local or national content Of mobile search queries contain local intent Of desktop search queries contain local intent Of consumers want search ads customised to their local surrounding Data Source: Microsoft Bing Ads Internal data, Jan-Feb 2015 & Google Ipsos Media CT research May 2014 40% 30% 4in5
- 9. @davefreeman How they search for you Voice searches are longer through the tail – consumers are searching in greater depth, using natural language 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Speech Text Win 10 voice searches longer through the tail Average BingAds searches more concentrated around 1-3 words Data Source: Microsoft Bing Ads Internal data, April 2015
- 10. @davefreeman Identify whether the Search Engines treat content themes as synonymous 2012 SEARCH RESULTS 2016 SEARCH RESULTS Big variance between home and house insurance search terms. Google understands intent behind searches. Search results now identical. Consumer intent, not query, now powers search results
- 11. @davefreeman Then map this data against the consumer journey Passive PASSIVE • Consumers broadly in target demographic • Search not used at this stage of the journey Research RESEARCH • Keywords imply buying a mobile phone may soon be a priority for them • “best mobile phone 2016” • “mobile phone reviews” Brand BRAND • Specifically interested in an Apple iPhone • “iPhone 6s” • “iPhone 6s reviews” Role of editorial – fewer, bigger, better Role of core product landing pages Product PRODUCT • Looking for information on mobile phone related products, not brand loyal • “iPhone 6s battery life” • “LG G5 screen resolution”
- 12. @davefreeman
- 13. @davefreeman Analyse your site to understand how you perform at each stage of the journey
- 14. @davefreeman Passive PASSIVE • Consumers broadly in target demographic • Search not used at this stage of the journey Research Brand Product PRODUCT • Looking for information on mobile phone related products, not brand loyal • “iPhone 6s battery life” • “LG G5 screen resolution” Identify the gaps between your site and the consumer funnel No content at this stage Missing review based contentBRAND • Specifically interested in an Apple iPhone • “iPhone 6s” • “iPhone 6s reviews” RESEARCH • Keywords imply buying a mobile phone may soon be a priority for them • “best mobile phone 2016” • “mobile phone reviews”
- 15. @davefreeman Analyse and understand how the search engines reward content for each topic or theme Site structure Content depth Content quality All ranking URLs Top performing URLs Cannibalisation Linking domains Link qualityPage speed
- 16. @davefreeman Links still play a key role - identify what you need Content Marketing to achieve Where you need links The gap in link authority
- 17. @davefreeman Plan the structure for the new content and publish Consumer centric
- 18. @davefreeman Plan your Content Marketing campaign around the consumer… USER EXPERIENCE IS NO.1 PRIORITY TAILORED TO YOUR AUDIENCE RESONATE & CUT THROUGH
- 19. @davefreeman Ensuring that it will deliver the required SEO metrics Drive links & build page authority to target pages Useful Link worthy & shareable Authoritative
- 20. @davefreeman The result Content performing well for top of funnel consumer queries Increased product awareness and interest at this stage Increased brand interest and conversion
- 21. @davefreeman Applying this approach to the routes section of one of our travel clients, it directly delivered… YoY increase in visits YoY increase in sales YoY increase in revenue 9% 11.5% 15%
- 22. @davefreeman In summary Search Engines are becoming ever more consumer centric Data and insight are key to a consumer centric approach You need to connect with consumers at each stage of the purchase funnel