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Content with more 'crunch' - Elodie Partridge - SearchNorwich 2


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Discover free tools and get actionable tips on how to best structure your site and content to rank in 2018.

As Google and other search engines improve their Natural Language Understanding (NLU), SEO in 2018 becomes a lot more than going after individual keywords

Published in: Marketing
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Content with more 'crunch' - Elodie Partridge - SearchNorwich 2

  1. 1. Google doesn’t want you to do keyword research
  2. 2. The evidence?
  3. 3. So how should you structure your content now?
  4. 4. 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
  5. 5. The Knowledge Graph
  6. 6. Hummingbird
  7. 7. RankBrain
  8. 8. Context + Content = Better Search Rankings
  9. 9. 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
  10. 10. 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
  11. 11. What is your site about?
  12. 12. Are you an authority in your niche? And do other people think you are?
  13. 13. What should you do?
  14. 14. Restructure your content
  15. 15. What does this look like?
  16. 16. Tools to help you do this ● Semrush ● Ahrefs ● Screaming Frog ● Google Analytics ● Content production software
  17. 17. Stay focussed to your niche Write for your audience
  18. 18. Tools to help you do this ● Google Trends ● AnswerThePublic ● Semrush ● Google Analytics ● Search Console ● User testing ● ...and others!
  19. 19. Google Analytics Affinity Category ● What are your users interested in? ● Go to: Audience, Demographics ● Apply Affinity Category as a secondary dimension
  20. 20. With your audience in mind... Are you the best person to write this content?
  21. 21. Extracting value from content ● Content analysis ● Content groups ● Custom channels ● Your customers
  22. 22. 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
  23. 23. 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
  24. 24. Thank you for brands with ambition. Strategies, Technologies & Campaigns