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John Brasington | BrightonSEO September 2018 | Contextual optimisation: How to create value led content for your ecosystem

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John takes us through the idea of 'Contextual optimisation'. As Google evolves, it’s no longer enough to optimise content on a page-by-page basis.

Focussing on complementary and conflicting content, John shows us that an ecosystem approach to content creation is the only way to futureproof revenue and preserve value.

Published in: Marketing
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John Brasington | BrightonSEO September 2018 | Contextual optimisation: How to create value led content for your ecosystem

  1. 1. John Brasington @PatchBrasington Pi Datametrics Contextual optimisation: How to create value led content for your ecosystem https://www.slideshare.net/pidatametrics
  2. 2. 2pi-datametrics.com
  3. 3. 3pi-datametrics.com | @PiDatametrics | @PatchBrasington Contents ● ● ●
  4. 4. 4pi-datametrics.com | @PiDatametrics | @PatchBrasington SERP ecosystem
  5. 5. 5pi-datametrics.com | @PiDatametrics | @PatchBrasington SEO begins inside the mind of your customers
  6. 6. 6pi-datametrics.com | @PiDatametrics | @PatchBrasington Traditional approaches alone are no longer working
  7. 7. 7pi-datametrics.com | @PiDatametrics | @PatchBrasington Keywords and positions are still important but Ecosystems are everything
  8. 8. 8pi-datametrics.com | @PiDatametrics | @PatchBrasington What do we mean by Contextual Optimisation?
  9. 9. 9pi-datametrics.com | @PiDatametrics | @PatchBrasington Here’s what happens when we don’t
  10. 10. 10pi-datametrics.com | @PiDatametrics | @PatchBrasington CNN - Google visibility ‘donald trump’ (5,317,500 average monthly searches) These pages are phenomenally authoritative
  11. 11. 11pi-datametrics.com | @PiDatametrics | @PatchBrasington CNN - Google visibility ‘president donald trump’ (81,890 average monthly searches)
  12. 12. 12pi-datametrics.com | @PiDatametrics | @PatchBrasington Google visibility ‘donald trump’ (5,317,500 average monthly searches)
  13. 13. 13pi-datametrics.com | @PiDatametrics | @PatchBrasington Before you create and publish new content Stop and think
  14. 14. 14pi-datametrics.com | @PiDatametrics | @PatchBrasington My Ecosystem MyBrand.com MyBrandSocial.com MyBrandPartner.com MyBrandPR.com
  15. 15. 15pi-datametrics.com | @PiDatametrics | @PatchBrasington My Ecosystem Our focusMyBrand.com
  16. 16. 16pi-datametrics.com | @PiDatametrics | @PatchBrasington My Ecosystem
  17. 17. 17pi-datametrics.com | @PiDatametrics | @PatchBrasington My Ecosystem
  18. 18. 18pi-datametrics.com | @PiDatametrics | @PatchBrasington My New Content - Meet My Ecosystem My new content
  19. 19. 19pi-datametrics.com | @PiDatametrics | @PatchBrasington Categorise your ecosystem
  20. 20. 20pi-datametrics.com | @PiDatametrics | @PatchBrasington Complementary Neutral Potentially conflicting Categories My New Content - Meet My Ecosystem My new content
  21. 21. 21pi-datametrics.com | @PiDatametrics | @PatchBrasington My New Content - Meet My Ecosystem Complementary Neutral Potentially conflicting Categories My new content
  22. 22. 22pi-datametrics.com | @PiDatametrics | @PatchBrasington 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
  23. 23. 23pi-datametrics.com | @PiDatametrics | @PatchBrasington 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
  24. 24. 24pi-datametrics.com | @PiDatametrics | @PatchBrasington So - how do we find Complementary and conflicting content?
  25. 25. 25pi-datametrics.com | @PiDatametrics | @PatchBrasington Figuring out my entity groups
  26. 26. 26pi-datametrics.com | @PiDatametrics | @PatchBrasington Figuring out my entity groups
  27. 27. 27pi-datametrics.com | @PiDatametrics | @PatchBrasington Figuring out my entity groups
  28. 28. 28pi-datametrics.com | @PiDatametrics | @PatchBrasington Figuring out my entity groups The complements
  29. 29. 29pi-datametrics.com | @PiDatametrics | @PatchBrasington ● <Title> The Mueller Case etc. etc. More about the Mueller Case The Mueller Case was held on... The reports from the Mueller Case claim... A C E Figuring out my entity groups
  30. 30. 30pi-datametrics.com | @PiDatametrics | @PatchBrasington Share of voice: The VALUE of contextual optimisation
  31. 31. 31pi-datametrics.com | @PiDatametrics | @PatchBrasington Revenue: The VALUE of contextual optimisation
  32. 32. 32pi-datametrics.com | @PiDatametrics | @PatchBrasington 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.
  33. 33. John Brasington pi-datametrics.com | @PiDatametrics | @PatchBrasington Thank you

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