Wordstream webinar

1. #ContentToCustomers
Brett McHale

2. #ContentToCustomers
Our Speakers
Erin Sagin
PPC Evangelist,
WordStream
Holly Miller
Professional Services
Manager, Searchmetrics
Brett McHale
Marketing Specialist,
WordStream

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Launch Poll
Questions

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Quality Score impacts your CPC.
Discounted by 30.00%
Discounted by 22.20%
Discounted by 12.50%
GOOGLE BENCHMARK
Increased by 16.700%
Increased by 40.00%
Increased by 75.00%
Increased by 133.00%
Increased by 250.00%
Increased by 600.00%
YOU SAVE
YOU PAY
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Holly Miller
Director of Professional Services
Holly delivers SEO insights to some of the world’s largest
brands as a member of the Searchmetrics Professional
Services team. A true SEO lover, Holly draws her enthusiasm
for search from a diverse set of professional experiences in
online marketing from communications to creative agency
work.
@millertime_baby

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The need for speed
@millertime_baby
The top 10 websites load at
1.10 seconds for mobile and
1.16 seconds for desktop
(2015 Ranking Factors Study)

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Are you Mobile-Friendly ?
http://bit.do/mobilefriendlytest
@millertime_baby
Google Developer Tools
Mobile-Friendly Test:
http://bit.do/webpagetestWebpagetest.org:
40%of customers abandon a
website that takes >3
seconds to load
(KISSmetrics)
Test your site speed:

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Answer the
question!Make sure your landing page meets the need of your
consumer
@millertime_baby

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Rich Answers are everywhere
@millertime_baby
Featured Snippets
Local Pack “People Also Asked” Box
Knowledge Graph

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Aim for the answer box
@millertime_baby

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Write for the
right queryDevelop content that matches the query intent:
informational vs. transactional.
@millertime_baby

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Informational Transactionalvs.
@millertime_baby
1,477
Words
692
Words
2 CTAs0 CTAs

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@millertime_baby
“The content on higher ranking pages is
better structured, contains more
interactive elements and is thus more
comprehensible and interpretable for
both users and the bot.”
Structure matters
(2015 Ranking Factors Study)

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Focus on page
qualityUsing ‘proof’ and ‘relevant’ terms sends quality signals to
Google
@millertime_baby

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Proof Terms for
‘online dating’
‘matchmaking’
‘online dating
reviews’
’relationships’
Words or phrases that must be used when discussing a particular topic
@millertime_baby

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Relevant Terms for
‘online dating’
‘okcupid’ ‘use statistics’ ‘reviews’
@millertime_baby
Keywords that suggest to Google that you’re providing
comprehensive coverage of a topic

19. #ContentToCustomers
@millertime_baby
http://bit.do/searchquality
Google Search Quality
Rater Guidelines:
Search Quality
Rater Guidelines
Content has become more holistic! Proof terms are still relevant, but the
percentage of relevant terms on high ranking websites has steadily increased.
Ranking Factors
Study
http://bit.do/rankingfactorsRanking Factors
Study:
E-A-T is incredibly important to
achieving high page quality:
pages need enough expertise
to be authoritative and
trustworthy on their topic

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@millertime_baby
Get the basics rightFast loading, mobile friendly sites perform better.
Answer the question!Make sure your landing page meets the need of your consumer
Focus on page qualityUsing ‘proof’ and ‘relevant’ terms sends quality signals to Google
Write for the right queryDevelop content that matches the query intent: informational vs. transactional.
Remember: Reach out
any time!

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Let’s Be Real
You have content
to promote
You want
more customers
You need a cost-
effective way to
move the needle

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Brand Fitness
Paid AdvertisingSEO & Organic Social

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You already are
Why Pay?

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Costs
450 People Reached
40 Clicks
3 Sign-Ups
2
Days
$4

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Costs
1
Month
$1,000
100,000 People Reached
200 Downloads

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Can it work for you?

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1
Choosing Your Content

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Choose the Content

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Repurpose Top Content

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Popularity vs. Purpose
Top Content Bundled Content
4% Qualified Conversion Rate 12% Qualified Conversion Rate

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Purpose
Bundle Content

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2
Visual Strategy

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Value Proposition

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Imagery

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Consistency

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3
Remarketing

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Remarketing

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Universal Tracking Pixels
1
Segment
Audiences
2
Tailor
Promotions

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Universal Tracking Pixel

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4
Growing Your Audience

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Lookalikes

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Custom Audience Lists

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Manual Targeting

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Lookalikes and Custom Audiences
Web Traffic Lookalikes

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Custom Lists - Exclusionary Audiences

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Manual Audiences

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Manual Audiences

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Manual Audiences
1 Value
Proposition 2 Who Will
Benefit

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Strategy is Evolutionary

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Launch Poll
Questions

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Q&A
Thanks!