Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
2. About the Experts
Mitul oversees day-to-day operations, and provides
strategic direction to all departments at seoClarity. A
data-driven serial entrepreneur, information
architect, and SEO veteran, his variety of experiences
affords him the ability to efficiently assess how to use
software tools to meet challenges and drive ROI.
Laura leads the Earned Media team to evolve
Content Marketing, Organic Search (SEO), Social
Media and Market Insights offerings and
innovations. She is a storyteller, connector and
innovator that brings over 13 years of digital
marketing experience to IMI.
4. ”
Micro-moments occur when people reflexively turn to a
device—increasingly a smartphone—to act on a need to
learn something, do something, discover something,
watch something, or buy something.
They are intent-rich moments when decisions are
made and preferences shaped.
4
10. Mapping Moments to Intent
KNOW
Research & “How-to”
- Person, Place,
Things, Definitions,
Public Data Sets
(Weather)
Local - Physical
world and getting
to locations
Purchase - Ready
to purchase or
conduct a
transaction
DO GO BUY
17. Content Augmentation - Universal Search
• Incorporate as many content types as
you can into your landing pages!
• Understand how universal search
types vary by device
• Stack content hierarchy accordingly.
• Code for mobile when clear
advantages are proven.
• Understand when markup provides a
strategic advantage.
• Uncover potential partners to help
improve visibility and digital shelf
space.
• Directories
• Influencers
• News Outlets
18. How Do You Identify Micro-Moments?
• Explore Your Data
• Identify datasets that are currently
available at different touch points
throughout the journey.
• Group Topics to The Consumer Journey
• Identify disambiguation issues, intent,
CTAs, and cross linking opportunities.
• Understand User Context
• Where and when are they most likely to
execute this query?
• Develop and Distribute Content
• Make sure that content meets consumer
needs.
• Distribute it to the appropriate channels
and stakeholders to overcome common
obstacles.
27. Competitor Analysis - Narrow Your Focus
Taking on the big guys can be
difficult.
➡ Narrow down your focus
➡ Create subsections
➡ Work your modifiers plus
subsection
➡ Find your gems
28. Find Your Gems
• 💡Uncut gems
• No current offering for this keyword
• Good feedback for product team
• Cut gems
• Ready to shine, just need some content
behind them.
• Polished Gems
• Ready to introduce to current content.
30. Search Console
Keywords that rank
beyond the 2nd
page and still drive
impressions show
an unmet needs!
Consider getting
aggressive with
these keywords by
expansion (content
augmentation) or
addition (depth of
content expertise).
31. Internal Search Data
Don’t hope social, customer service or
internal search will answer.
See people seeking for “how to” in your
internal?
• How many are going back to
Google?
• How does that behavior affect your
performance with click behavior
algorithms?
Answer the right question (keyword
research), the right way (content
strategy), for the right experiences
(search landscape analysis).
Consideration, purchase and loyalty terms
32. Customer Service and Social Insights
Customer Service and social can be
your best friends to help drive
content.
• Improve your ability to answer
questions proactively
• Drive visitors to the site for
information to capture user data
• Improve consistency and clarity of
message across channels
• Huge opportunity to reduce
operating costs Consideration, purchase and loyalty terms
33. Takeaways
• Leverage data to
• Segment your audiences
• Discover the opportunities
• Create content that matches searcher intent
• Leverage technologies such as
• AMP Pages
• Schema Markup
Research shows that we check our smartphones over 150 times a day!
Any stage of the journey can occur anywhere.. And influenced by intent, context and immediacy
AKA “healthy hot chocolate” has a demand, can we look into this line?
I.E. “how to make healthy coffee” may need a new blog post to really target this term appropriately.
“Steps to make healthy coffee. 1. Put a VitaCup in your Keurig. 2. Hit Brew. 3. Drink Coffee.
I.E. “How to make healthy drinks” might be added to the about section or homepage content.
“We thought long and hard about how to make healthy drinks that give you the same boost as an energy drink without the sugars and negative side effects.”
