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.

Contextual optimisation | Jon Earnshaw | Elevate Brighton

1,051 views

Published on

Contextual optimisation

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Contextual optimisation | Jon Earnshaw | Elevate Brighton

  1. 1. #ElevateBrighton | #BrightonSEO Elevate Brighton
  2. 2. Contextual content optimisation Jon Earnshaw pi-datametrics.com | @PiDatametrics | @JonEarnshaw April 2018
  3. 3. 3pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton The value of search The value is in the context 1 Rankings / Traffic 2 Commercials 3 Landscape 4 Future & Beyond “THE WINNERS”
  4. 4. 4pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Contents ● Context ● Contextual optimisation explained ● Contextual optimisation in practice
  5. 5. 5pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Your Ecosystem Determines your share and revenue Contents MyBrand.com MyBrandSocial.com MyBrandPartner.com MyBrandPR.com Complementary content Neutral content Potentially conflicting content
  6. 6. 6pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton SEO begins inside the mind of your customers
  7. 7. 7pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Traditional approaches alone are no longer working
  8. 8. 8pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Keywords and positions are still important but Ecosystems are everything
  9. 9. 9pi-datametrics.com | @PiDatametrics | @JonEarnshaw | If your query is uncommon, longer than two words or ambiguous - RankBrain will try to make sense of it Google, and your customers want to see high quality content ● In context ● connected ● relevant Think Voice Search - Prepare Still important as a measure of authority Three most important ranking factors according to Google Links Content RankBrain
  10. 10. 10pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton What do we mean by Contextual Optimisation?
  11. 11. 11pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Traditional SEO involved optimising pages
  12. 12. 12pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton To Add value to our ecosystem We need to think contextually
  13. 13. 13pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Here’s what happens when we don’t
  14. 14. 14pi-datametrics.com | @PiDatametrics | @JonEarnshaw | CNN - Google visibility ‘isis news’ (minimum AMSV 135k) These pages are phenomenally authoritative
  15. 15. 15pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Before you create and publish new content Stop and think How will what I’m creating impact on my ecosystem?
  16. 16. 16pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton My Ecosystem MyBrand.com MyBrandSocial.com MyBrandPartner.com MyBrandPR.com Complementary content Neutral content Potentially conflicting content
  17. 17. 17pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton My Ecosystem Our focusMyBrand.com Complementary content Neutral content Potentially conflicting content
  18. 18. 18pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton My Ecosystem
  19. 19. 19pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton My Ecosystem
  20. 20. 20pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton My New Content - Meet My Ecosystem My new content
  21. 21. 21pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Categorise your ecosystem
  22. 22. 22pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Complementary Neutral Potentially conflicting Categories My New Content - Meet My Ecosystem My new content
  23. 23. 23pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton My New Content - Meet My Ecosystem Complementary Neutral Potentially conflicting Categories My new content
  24. 24. 24pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Set in context - which is the most appropriate & valuable doorway into my world for this term? Step 1 - focus on the potentially conflicting content A B C D Complementary Neutral Potentially conflicting Categories
  25. 25. 25pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Step 1 - focus on the potentially conflicting content Pi check Aim to progressively build search traffic ● Performance of existing content/pages for target term ● Performance of existing content for related terms ● Look at authority of pages ● Diagnose relevancy of content ● Decide on the most appropriate doorway ● Theme this page appropriately ● Make adjustments to conflicting page theming where appropriate ● Utilise internal links to signal authority Curate and monitor the impact on the Ecosystem
  26. 26. 26pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Step 2 - focus on the complementary content Complimentary Neutral Potentially Conflicting Categories Make contextually relevant connections. Link with reader and search engine in mind A B C D E F G
  27. 27. 27pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton ● Link primarily using anchor text based on the theme of the destination page ● Consider synonyms ● Don’t deviate too far latest tech news latest tech news latest tech news latest technology news Step 2 - focus on the complementary content A C E
  28. 28. 28pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton So - how do we find Complementary and conflicting content?
  29. 29. 29pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton The ‘site:’ operator with keyword ● Which pages are indexed in Google? ● Which pages contain the term I have in mind? ● Let’s be more specific... Figuring out my entity groups
  30. 30. 30pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton ● Searching for the exact phrase ● So now we have 48 pages in the same entity group, some of which will be complementary and some potentially conflicting ● Let’s try to identify the obvious conflicts first ● Check visibility in Pi Figuring out my entity groups
  31. 31. 31pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton ● Searching for the conflicts ● The most obvious place to look is in the strongest on-page Theming Element: ● This means it’s decision time ● What is the most appropriate doorway into our world? Figuring out my entity groups The obvious conflict
  32. 32. 32pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton ● Time to return to the obvious complements ● Use keyword rich anchor text to leave Google in no doubt Figuring out my entity groups The complements Note: Google has changed this Page Title suggesting this page is a strong complement - see over
  33. 33. 33pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Catalan Independence Referendum
  34. 34. 34pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton ● Appropriate linking from complementary pages <Title> The Catalan referendum etc. etc. More about the Catalan Referendum The Catalan Referendum was held on... The unofficial Catalan Referendum results... A C E Figuring out my entity groups
  35. 35. 35pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Share of voice: The VALUE of contextual optimisation
  36. 36. 36pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton Revenue: The VALUE of contextual optimisation
  37. 37. 37pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton 3. CHECK... ...the search results for the term you’re optimising for. Do you see any pages from your domain? YES NO New content guide 1. BEGIN... ...with the customer. What search phrase would they use to find your content? This forms the basis for Page Theming. 2. IMPORTANT: Before publishing ask yourself: “Do we have other similar or related content on-site?” Use the site operator in Google for clues: e.g. site:mysite.com intitle:search term 3. CHECK AGAIN: Try removing the ‘intitle:’ from the search operator. 6. THEME… ...The new page for this term and link back to it appropriately. Ensure the Title is unique and contains the term. 5. DECIDE: Which page do you want to position for the term you are optimising? AN EXISTING PAGE THENEWPAGE 4. ASK... Are the pages complementary or conflicting? COMPLEMENTARY CONFLICTING 6. COMPLEMENT Your new page is complementary. As it is new it has the potential to conflict so theme and link between this and the chosen existing page carefully. This page may well position in its own right for derivative and longer tail queries. 5. LINK... ...any existing and relevant complementary pages to your new content, using the destination theme term as the anchor text. Don’t overdo it! These should benefit the searcher as well as Google.
  38. 38. #ElevateBrighton | #BrightonSEO Elevate Brighton

×