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Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tail Opportunity

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Simon Penson's presentation from Brighton SEO 2015 looks at how to leverage content to own the implicit query opportunity.

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Brighton SEO > The Head Term is Dead > Leveraging Content to Own the Long Tail Opportunity

  1. 1. IIIIIIIIIIIIIIIIIII RE THE HEAD TERM IS DEAD LEVERAGING CONTENT TO OWN THE IMPLICIT QUERY OPPORTUNITY SIMON PENSON MANAGING DIRECTOR
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  3. 3. '- '- ‘- ‘I i ‘I 4‘. 1 'r 1- ‘rig "cu-'c, ~'t: «L~‘¢'ur, -"am; -'¢: ' . -'3
  4. 4. MARKETING HAS NEVER BEEN ABOUT KEYWORDS. .. | T’S BEEN ABOUT PEOPLE -A ‘- ; + . ‘J . , 9,1 5: ‘vs i" N 1% I? T I I I
  5. 5. EVOLUTION OF MASS MEDIA V» 1:. » Cru<r(| unubulonIdnI ' (mnldcotmlwnlwctl
  6. 6. AN INITIAL OBSESSION WITH TECHNOLOGY '7
  7. 7. ‘>1 .2 ». “4n). .. _I K _ BUT IT’S ALWAYS ABOUT CONTENT & AUDIENCE
  8. 8. IT’S WHERE HUMMINGBIRD CAME FROM 9“. fl I, ‘ / L/_ — ' }L'- . ”§—v s 4
  9. 9. GIVES GOOGLE THE ABILITY TO PERSONALISE AT SCALE ‘ I T
  10. 10. BUT HOW?
  11. 11. UNTIL RECENTLY, GOOGLE HAS UNDERSTOOD THIS Google hotels .9, 2 Web Maps Sroppinq Images Neat. ‘fore ~ Search too 5 About f*. ‘<. ‘x, i"~. ",[‘>Jl Y) F1‘f1llIT‘? ll‘ 55 r»Dri‘rr‘,5'. ) London hotels - Compare hotels in London and book with www. expedia. co. uk/ London-Hotels. d178279.Travel-Guide-Hotels v Need a hotel in London’? Choose from over 1363 London hotels with huge savings. Whatever your budget, compare prices and read reviews for all our London 4 Star Hotels in London - 5 Star Hotels London - 3 Star Hotel - Canary Wharf 30 Best London Hotels on TripAdvisor - Prices & Reviews www. tripadvisor. co. uk/ Hotels-g186338-London_EngIand-HomeIs. htmI v Best London Hotels on TripAdvisor: Find 610803 traveller reviews. 182579 candid photos. and prices for 1062 hotels in London. England. United Kingdom Best Value Hotels in London Hotel 41 The Montague on The Gardens The Savoy
  12. 12. IN THIS WORLD. .. HEAD TERMS GET THE VOUME hotels in london london hotels cheap hotels in london hotels london london hotel deals cheap london hotels corinthia hotel london st giles hotel london 90,500 74,000 49,500 22,200 18,100 18,100 18,100 14,800 4.34 4.12 2.45 3.68 2.71 2.24 2.73 2.46
  13. 13. BUT THINGS CHANGE WHEN YOU INTRODUCE CONTEXT “HOTELS” EXPLICIT QUERY ON MOBILE, NEAR LONDON BRIDGE, CEO I IMPLICIT QUERY 4 A -
  14. 14. EXAMPLE RESULT GOOSIC london hotels V E Top 10 Quiet Hotels in London I-. iww. thisisatravelwetnsitecom. -‘I 0-quiet-hotels—in-london Are you looking tor the best hotels in London without compromising your sleep’? We've compiled 10 hotels to help give you best night sleep before your early meeting. Hotels near london T Sun 12 Apr T Mon 13 Apr C| aridge's 4.2 tiff 64 reviews - 5-star hotel Brook St, V Art deco hotel with luxury period rooms, a glamorous bar and a coveted afternoon tea. SE More hotels Best London Hotels with Private Meeting Space www. hereisanothertravelwebsite. com Here are the best hotels within London that have private meeting space within the hotel itself Say goodbye to catching a taxi or the tube‘
  15. 15. IN THIS WORLD. .. THE LONG TAIL GROWS HEAD TERMS THE LONG TAIL NEW CURVE
  16. 16. THIS MEANS THERE’S AN OPPORTUNITY FOR CONTENT *
  17. 17. BUT HOW?
  18. 18. STAGE 1 AUDIENCE UNDERSTANDING vvyv ‘. T n ‘=1: _. ~_", ’ . IA__, ‘ gr ‘ .11,/ ‘,i‘, “‘». A rt _- . ~ , ,_ ~—, .;«- —
  19. 19. EXISTING DATA? 1 g
  20. 20. INTERESTS & HOBBIES SOCIAL DATA o Hoist . FACEBOOK AVERAGE 75% . 9 _ 5 . o~( 50% 25% 0% . < '0 ‘,9 $95 -)‘° X0“ o9‘ 0 6‘ 3 00 . .M‘‘‘’ W“ «e6“‘° °"°°¢ <9‘-'“ "° N“ 99°” “° ‘(Q5 ¥Q“5' °‘'(‘° 100% N9 x-°‘°
  21. 21. 80% 60% 40°/ o 20% 0% Ramada Hyatt GEOGRAPHICAL BREAKDOWN NORTH SOUTH FACEBOOK AVERAGE Premier Inn
  22. 22. SOCIAL DATA ‘HOW TO’ http: //goo. gl/7LRN9n FACEBOOK DATA CALCULATOR http: //www. zazzlemedia. co. uk/ facebook—Calcu| ator/
  23. 23. UNDERSTAND THE NEEDS CUSTOMER OF E HILTON TR I PF. ‘: -' :1 3' L -". I I I. Ciilt J ‘I D E F‘ -’_i : .'CiI J "*1 D l CLOTHING BRANDS '-JIF‘-"_i ‘J TF»'~| l‘. -I ( I SHOPS AT E Wciitrose
  24. 24. STAGE 2 PERSONA CREATION RESEARCH EVALUATE PURCHASE _ J 9,. MCHARD£tUNDA MARRIED COUPLE (50's) RETIRED ARMY MAJOR & HOUSEWIFE 2 CHILDREN + GRANDKIDS DRIVES A JAGUAR GARDENING, OPERA, THEATRE, & FINE WINE I it" ‘ --v ‘.07 I: , "/ JAMES & LAUREN MARRIED COUPLE (20's) PROFESSIONAL JOBS OWN THEIR HOME BUT HAVE NO CHILDREN CITY BREAKS, FITNESS, ACTIVE LIFESTYLES, FASHION, & EATING OUT RESEARCH EVALUATE PURCHASE
  25. 25. STAGE 3 THE OUESTIONS THEY ASK
  26. 26. RELATED KEYWORD RESEARCH
  27. 27. SEMRUSH london hotel offers places to stay in london top london hotels luxug hotels london hotel london cheap cheap bed and breakfast london best hotel in london spa hotels london ohoap plaoos to stay in london 1.600 1.600 1.600 1.600 1.300 1.300 1.300 1.300 1.300 3.69 2.06 3.27 572 202 181 348 309 138 0.83 0.84 0.71 0.76 0.78 088 0.78 0.77 0.89
  28. 28. v Gooql YouTube Bing App Store A“ Access . Ifhings to do in London google. com ~ English Search for keyword "Things to do in London" «I Found 561 results Keyword Suggestions u. ‘l. .~ u~--t--I. ---; ..-. ’-I. things to do in london engiand I things to do in london ontarlo I things to do in london in december I things to do in london ky I things to do in london at night things to do in london in January Things to do in London _ things to do in london england things to do In london ontarlo things to do in london in december things to do in london Iry things to do in london in march things to do in london at night Things to do in London a things to do in london at night things to do in london at christma things to do in london alone things to do in london aprll 2015 things to do in london at chrlstina time Hllnnt tn sin in Inmtnn armmrt
  29. 29. ANSWERTHEPUBLIC. COM
  30. 30. london hotelsi london hotels with parking luxury london hotels london hotels special offers central london hotels About 682,000,000 results (0.49 seconds) Cookies help us deliver our services. By using our services, you agree to our use of cookies. Leam more = '- - Hilton London Hotels - Hilton. com www. hilton. com/ London ' Great Hotels On Our Official Site. Book Your London Stay Today! 1940 Hotels in London - Best Price Guarantee. Book Now www. booking. com/ London-Hoteis ' Book your hotel in London and save. Free Cancellation ~ 24/7 Customer Service - Read Real Guest Reviews World's Leading Online Travel Agency Website — World Travel Awards Ratings: Fees 10/10 — Selection 9.5/10 — Prices 9/10 — Website 9/10 Hotels near Covent Garden — Hotel near Euston Station - Hotels near Hyde Park 900 Hotels In London - LateRooms. com www Iatemnms nnmlLnndnn-Hotels ' 75% off Londi www. hote| direct. i 4 8 Fail 0345 025 6421 Up to 75% off Hots Guaranteed best L 1904 Hotels ii www. trivago. co. uI Get 30%, 40%. eve The Right Hotel in 1274 Hotels ii www. expedia. oo. i 4 3 . ' . ' . ' rati Expedia Guarantee n--i. a n-. .- -_ / .
  31. 31. FORUM SEARCH C1OO8I€ "hotels" + "forum" Google "best hotels" + "powered by vbu| |etin"|
  32. 32. ‘oi holehlnloodou (1 Lower '</ Ie4I 52¢. a in. -.. ..--an-at--n-L. ..“-my--an-. .. C. I b¢E5i: OIL‘ '1 JJI, -1.-. .. '~~_i1 . J~rII~'; ‘xi~r I. .5. .~- I 5‘ i~. lnt>dur. II, lu>I, lr. 'n! .. -.. t.m Iuadon holds Isnry lonnlon but Mil hldou boltll hatch in london cnghnd dixohlrd holds In london lop hon-Is In london budszfl holds In london thclp bout: to london budget holds Iondoo tn-st end Ioodon 5 star haul: xiii rtucuu. I)I: ‘Tq(‘AhJ>d ; 'r: .n. u'-I ; tx'(~ 1.: london hokh london hotels tdpudvlnor luv-dour butch dint In Illr-odious london booth not burllldhn l2.’. ‘.i'. .. hauls tar funilia london hotds uh Iondon hold: i. -imp hue-I Ioilt an p-ddingloc unison london Lad. -u -Immi- -nun. london such as bu-LI. ‘ hxludad Ioodao hood: uh I one: 5.4. Iondon hotels non: lube hndon hatch nt-or hydc put london hot: -ls disabled london mas» ~. .i. - Iondon unuuilurui y Iéinuill-1'olIfobI3ly -H. london Itlnrutdduw-d< london butch run: run. um. .. Iondon hotel: near his but Ioodo-1 sun. can In-ndry hniitia Iooaoa soul. -his ha-‘I; nun hndaoin Intel: hill rm para. london noun slacking silo-and london Loan In Innytolr bndonholehldpmhhot london noun. .. sauna- : -=o_. : L-an out «we. aim: ccnti-:1 london hotds london Iloltls hulnglol brsl london holds luxury london houh disco-ml london holds nurrlott Iondon hokh chop cenlrnl london soul.
  33. 33. STAGE 4 COMPETITIVE RESEARCH
  34. 34. SEMRUSH D O M N - M N . marriott. co. uk hi| ton. com hi| ton. com (22,425) marriott. co. uk (17,810) marriott. co. uk ' hi| ton. com = 4,031
  35. 35. DRILL DOWN INTO TOP TERMS YOU DON’T HAVE Keyword v Hilton _7 Marriott _7 Search Volume ,7 CPC v Competition v canary wharf london 6 17 1900 2.83 0.13 hotels near gatwick 4 17 1600 2.61 0.86 gatwick airport hotel 4 19 1600 2.8 0.87 hotel gatwick airport 4 20 1600 3.18 0.81 heathrow hotel 7 16 1600 2.41 0.88 hotel heathrow 8 18 1300 3.52 0.86 hotels heathrow airport 6 16 1300 3.33 0.8 hotels in westminster 6 16 880 2.35 0.85 hotels in gatwick airport 4 20 880 3.02 0.81 wembley stadium hotels 8 19 720 3.23 0.76 london gatwick hotels 2 17 720 2.49 0.83 manchester piccadilly hotels 8 19 590 3.09 0.8 hotels gatwick north 5 19 590 2.77 0.82 hotel near gatwick 5 17 480 2.68 0.85 hotels in wembley london 7 18 390 2.72 0.75 hotels at gatwick north 5 20 390 3.3 0.8 hotels in manchester piccadilly 7 17 390 2.97 0.8 london gatwick south terminal 9 18 320 2.88 0.16 tower of london hotel 5 20 320 2.63 0.74 hotels near wembley stadium london 9 16 320 3.13 0.77 hotel near gatwick airport 6 16 260 2.83 0.81 hotel in gatwick airport 4 20 260 2.66 0.84 4 I , .1 hotels in docklands london 20 260 2.96 0.73
  36. 36. - *0/‘"4'. a"" NOW CREATE YOUR CALENDAR QIAGI
  37. 37. INTERSPERSE WITH OTHER CONTENT FOR IMPROVED FLOW U) I Content weighting F‘ I“ I I I I I I I Idea 1 Idea 2 Idea 3 Idea 4 Idea 5 Idea 6 Idea 7 Ideas Idea 9 Idea 10 Idea 11 Idea 12 Content http: //www. zazzlemedia. co. uk/ content-f| ow-too| /
  38. 38. Q Zazzle A BRIGHTER DIGITAL FUTURE FREE TOOLKIT! http: //wwwzazzlemedia. co. uI</ <:ontent—strategy—too| I<it/
  39. 39. AN EXAMPLE O F E IL IL TIT I IE I‘
  40. 40. Currys (7 a I(IlchoflAp94~lncOI smalupgi-mcoo lvocnmwnmov-1 Free deiivecy F; r« Dr. -IM. -ry7daysawr. -cl: u- . » mix --. . Introducing 4K UHD We will‘ Picture Quality I Clmovu , x1v 9StonI gucwm F, J=iim- Ammo Compullnq PCAc: t-wan Photon sum rm. , Wewornbobeatt-nonpnce '~ Rc-sorvoandcollc-ct . n~, . (‘I--r , . i —' .3 , . . _, . '. in. .uv : q.. aI: ‘n. ..uv
  41. 41. Picture Quality The Beauty of Curved . ;»LJ~-4.‘-iv". .; ~-. .. : ..: . . -z : - 1 ~ -- / iewourangeof4KUHDCuNedTVs0
  42. 42. Key points to look out for 3.. . . II'~I, |21II. ' Ii-DMIPO I Uoscalng Drooessng Dower II-k_)ErfIc-so/ Vder. :C<)dirgi-(: VCH265 v 5 year guarantee included 3%‘? ! on selected 4K Ultra HD TVs cw-. -mm atfvlcts snoppmg -mm Currys We I: am to mug Sm, ‘ Md‘, Search
  43. 43. CurrysO v= ~~~ I KlIr: MoAppIlan¢u Smlllppliuheol TVLEnIorIIlnrnovI cuvmn Audio conrpuong FCA¢(: o1Ior| oI Phonon srvrunoch D Froedeuvety g Dellveryhiavsawee Vllewmtoebeatenonprlce '-» Reserveandcollect uail . ‘.. k,_, «, . ».inr«r. , '. p‘I . .. ... ,. Vlv‘I , .i , .- ii» an *r‘l»'4r .1tr« Buying Guides we wanl you to be happy wirh your purchase aria are nere to one! a helping hand in Chooslnq me righr product lor you me choico can ovrcrr no overwhelming will‘! our range of maniilauurr-r nranas co| aurs_sI1cs and advances in technology Sil’I((‘ your last purchase wherher you wanl to upgrade or are lacking tor a step-by-step guide to picking the right appliance or r. -Ii: -crrical lU, ‘l'TI ror you we to how to twin Our puyrrig gUIdt‘$ on‘ naclrca wllh advice lips and feature recommendations to help make qenrriq rhe rrqhr appliance easier Kitchen Appliances Small Appliances TV Bi Entertainment Camera > Laundry > Floorcavc > TV&Enl(‘VIalnmcn1 > Camera > Rr-lrigr-r. irion > ColIr~r~ ) cooking ) small r-rircrren Appliances > Dishwasher — Audio Computing PC Accessories ) Home Audio ) Dcsktov ) Orinlor > L. irr'. on ) N: -rviorliirig ) Taplol ) PIOIOCIOI Cirslumu-r sewn «-5 5-hour--rq w Ih Curly: Wu 1- Irerp ln he [I more vii-ia. -i
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  46. 46. __ 3’ Q I Zazg e f— / /g A BRIGHTER DIGITAL FUTURE THANKS FOR LISTENING! SIMON PENSON MANAGING DIRECTOR
  47. 47. {I Zazzlue / /{ A BRIGHTER DIGITAL FUTURE FULL TRANSCRIPT AVAILABLE HERE http: //www. zazzIemedIa. co. uk/ blog/ brighton—2015 SUPPORTING POST http: //www. moz. com/ blog/ Iong—ta II—co ntent SIMON PENSON MANAGING DIRECTOR

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