2. Google doesn’t
want you to do
keyword research

3. The evidence?

5. So how should you
structure your
content now?

7. Rise of natural language search
2011: Siri Voice Search
2011-13: Search using
natural language
2013: Google adapts
using Hummingbird
algorithm
2014: Google launches
RankBrain algorithm

8. The Knowledge Graph

9. Hummingbird

10. RankBrain

11. Context + Content =
Better Search Rankings

12. Context
User’s
location
User’s
device User’s
preferences
Search
history
Related
entities
User’s
intent
Similar
searches by
other users
Time of day

13. Google understands context
● Awareness of entities: Search
for “first console by Sony”
● Awareness of location and
intent: Search for “pizza”
● Awareness of intent: Search
for a hard to spell word

14. What is your site about?

17. Are you an authority in your niche?
And do other people think you are?

18. What should you do?

19. Restructure
your content

20. What does this look like?

21. Tools to help you do this
● Semrush
● Ahrefs
● Screaming Frog
● Google Analytics
● Content production software

22. Stay focussed to your niche
Write for your audience

23. Tools to help you do this
● Google Trends
● AnswerThePublic
● Semrush
● Google Analytics
● Search Console
● User testing
● ...and others!

24. Google Analytics Affinity Category
● What are your users
interested in?
● Go to:
Audience, Demographics
● Apply Affinity Category as
a secondary dimension

25. With your audience in mind...
Are you the best person to write
this content?

26. Extracting value from content
● Content analysis
● Content groups
● Custom channels
● Your customers

28. Reporting on your successes
● You can still track keywords, but group them by topic
● Measure your visibility by topic
● Group your content in Google Analytics, track traffic to
these topic groups

29. To summarise
1. Identify topics you want to be visible for
2.Restructure your content around central pillar pages
3.Research & write genuinely useful content within each topic that
people want to see
4.Build your reputation & credibility within those topics
5.Measure results by topic & make it part of your business plan

30. Thank you
for brands with ambition.
Strategies, Technologies & Campaigns