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Conductor @ State of Search 2019
- 1. @teetee_rex /in/ceschrader/ From Gas-Guzzling Siloed SEO To Electric Multi-Channel Marketing: Build A Holistic Strategy for the Future Christine Schrader// Head of Content// Conductor //
- 3. When companies think about search, they probably think of this. MARKETING PRODUCTBIZ DEV IT SALES CUSTOMER SERVICE PUBLIC RELATIONS LEGAL HRONLINE MARKETING SEO
- 4. The PAIN Loop of the SEO Website SERP SE O Meta Elements Content Internal Structure Algo Updates Canonicals Schema Site Speed
- 5. Reactive vs. Proactive SEO Exec Team: Site Migration Content Team: Ideation Marketing Team: Branding IT Team: Site Redesign Product Team: Creation Reactive SEO (SEO Consequence) We used 302 instead of 301 redirects! Come help us (too late!) We didn’t use the target terms! You can’t use those terms! We named the new product…
- 6. should sit at the center of your org. BIZ DEV IT SALES CUSTOMER SERVICE PUBLIC RELATIONS LEGAL PRODUCT HR MARKETING ONLINE MARKETING SPI SPISEO
- 7. WHAT IS SPI? + +Search Presence Intelligence
- 8. I WAS PROMISED FLYING CARS
- 13. SEO vs. SPI Same Source, Different Reasons Optimize how your org uses data from search engines SPI Revolutionary, game-changing, the future Optimize how your site is found in the search engines SEO Reliable, long-lasting, great value
- 14. Evolution of SEO into SPI Traditional SEO THEM YOU SEO & PPC THEM YOU PAID Search Presence Intelligence THEM YOU PAID PUBLISHER SOCIAL AFFILIATE PUBLISHER PUBLISHER
- 16. What does our audience care about?
- 17. What If We Can Do Better?
- 18. We looked at 4k+ electric car-related terms. Modeled Traffic Auto Manufacturers 1% Government 8% Auto Aggregators 10% Uncategorized 5% Video 22% Publishers 23%Charging Network 7%
- 19. Understand what’s driving the purchase decision. L E S S O N
- 20. Semi-Conductor SERP XLT: SPI-ed Product Page
- 21. Cost: 44,360 MSV Range: 9,620 MSV Time to Charge: 7,470 MSV Battery Size/Capacity: 380 MSV All Wheel Drive: 3,040 MSV Towing Capacity: 180 MSV Semi-Conductor SERP XLT: SPI-ed Product Page
- 22. Range: 9,620 MSV Time to Charge: 7,470 MSV Battery Size/Capacity: 380 MSV Semi-Conductor SERP XLT: SPI-ed Product Page
- 23. Semi-Conductor SERP XLT: SPI-ed Product Page
- 24. When your audience asks… Answer! L E S S O N
- 25. We looked at over 1,000 questions… So what do people want to know? cost to charge electric car calculator how to find electric car charging stations electric car charging stations minnesota how many electric vehicle charging stations in US where are electric car charging stations
- 26. Who’s answering? Publishers 23% Auto Aggregators 10% Uncategorized 5% Government 8% Auto Manufacturers 0% Video 22% Charging Network 7%
- 27. how to charge electric car how do you charge an electric car how long to charge an electric car how to charge electric car at home where to charge electric car how long does it take an electric car to charge how long does it take to charge an electric vehicle where do you charge an electric car where do you charge electric cars how do electric cars charge how to charge your electric car how do electric cars recharge how do u charge electric cars where can i charge my electric car how to charge electric vehicle how do you charge an electric car at home how long does it take to charge and electric car
- 28. Publishers are meeting the need. Are auto manufacturers?
- 29. You should be answering the questions your prospective customers are asking. cost to charge electric car calculator how to find electric car charging stations how many electric vehicle charging stations in US where are electric car charging stations electric car charging stations minnesota
- 30. cost to charge electric car calculator how to find electric car charging stations how many electric vehicle charging stations in US where are electric car charging stations electric car charging stations minnesota Remember these guys?
- 31. You should be answering the questions your prospective customers are asking. cost to charge electric car calculator how to find electric car charging stations electric car charging stations minnesota how many electric vehicle charging stations in US where are electric car charging stations
- 32. Partners are out there, just look. L E S S O N
- 33. Partner with charging stations 2,500 Terms on Page1 77K Organic Visits Monthly 977 Terms on Page1 35K Organic Visits Monthly 553 Terms on Page1 4K Organic Visits Monthly 57 Terms on Page1 7K Organic Visits Monthly Most Popular Domains by Category – Charging Network Chargepoint.com 49% Evgo.com 29% Pod-point.com 14% Voltacharging.com 2% Flo.com 0%
- 34. It pays to look relevant… even if you’re paying L E S S O N
- 35. PPC: Paid ads should still be informed by SPI
- 36. Publishers That Rank 12%6% 24% Others 27% 12% 6% 6% Most Popular Domains by Category – Publishers
- 37. Display Ads: What’s Wrong Display ads are not for electric cars Wrong model year
- 39. Hey! Who is this guy? John definitely isn’t an “influencer” on social media
- 40. But look who he writes for:
- 41. Hey! Social & PR teams might be interested in this guy… • Last 10 articles drove 194K average monthly traffic organically • 4500+ of page 1 ranking terms • Traffic would have cost $623K+ in PPC
- 43. Become a Part of the Larger Conversation Be Generous Evangelize Empower Give away the credit: Shout successes from every rooftop Be the data interpreter: Make the case instead of dumping data Don’t add to their to do list, make points 2, 5, and 9 smarter better faster
- 45. THANK YOU 30 | 30 MONTHLY WEBINAR Join Patrick Reinhart as he covers things Search in the last 30 days every 30 days @TeeTee_Rex linkedin.com/in/ceschrader SEARCH ON TAP PODCAST A podcast for SEO Geeks, by SEO Geeks, about SEO Geeks
Editor's Notes
- Traditional SEO = looking at specific elements, part of the picture, focus on organic insights for organic success
- Traditional SEO also = small part of the marketing team, only impacting online marketing, not really touching other teams
- Website image needs cleaning SERP image needs to be less focused on universal results Top arrow should read: Meta Elements Content Internal structure Etc Etc Etc Bottom arrow should read: Algo updates Site speed Canonicals Schema Etc etc etc
- May change the dept here but slide is good
- SEO cross off, replace with SPI
- Define SPI
- 2014 IS OVER?? WHERE ARE THE FLYING CARS?
- MICHAEL J. FOX GOT ONE!
- DICK FREAKIN’ VAN DYKE GOT ONE!
- You all remember the Jetsons! That was supposed to be us!
- Even this would at least satisfy the promises of our youth!
- Not saying SEO is bad: it isn’t. Traditional SEO does everything it’s supposed too (and well). But SPI uses the same data to impact entire org.
- Started out looking at SERP organic results, then added in understanding of paid search SPI is the entire picture
- SPI is weaponizing what we find out from the world of search: full picture, every player, and how that info can help every part of org.
- So what do the people that care about electric cars really care about? What if we designed an electric car company built around the actual things electric car customers care about?
- WELL, GUESS WHAT. I’m here to introduce you to Semi-Conductor, a brand new totally real not fake electric car company, and their latest offering: the SERP XLT.
- Started by looking at 4k+ electric car-related terms. What did the search results look like? Lots of video, publishers, and… Only 1% of the content coming up was from auto manufacturers! Actual WTF moment. So let’s SPI-ify a strategy for our new electric car company and see if we can do better.
- First, and this will feel close to an SEO’s heart: you need to understand what’s driving the purchase decision. What do they want? Why? What are they trying to find out, and where are they getting the answers?
- So let’s start by taking a look at the Semi-Conductor SERP XLT product page. We’ve applied the SPI-entific method to a traditional car product page.
- We know that people are very interested in the cost of an electric car. Is this a luxury-only item? Our audiences are also looking at All Wheel Drive, and a growing category: towing capacity. SPI tells us what people need to know. But that’s not all.
- It also shows us how they want that info. People want to know about the batteries of an electric car. How far can it take you? Over 9K monthly searches. BOOM: 300 miles. How long does it take to charge? Over 7k monthly searches. BOOM: 1 hour to a full charge. And then the size of the battery? Way less. 40-62 kilowatt lithium ion… How far can you go on 42 kilowatts? How long does it take to charge up a 42 watt battery? More like kilo-what? Still information worth presenting, but that’s not the primary info people are looking for about an EV battery.
- Let’s take a look at the Nissan Leaf electric car product page. There is exactly one piece of information on that page about a battery. Right at the top. Let me repeat: how far can you go? How long does it take to charge? Keep your kilowatts and tell the people what they need to know about that fancy battery!
- It’s not rocket science: when your audience asks something, your brand should be answering the question.
- So we looked at over 1,000 questions to figure out what people are actually asking. Here’s some key questions about charging, one of the biggest categories of search queries around electric cars: almost 20,000 monthly searches involve the word charge.
- This is a sub-category of the data we saw before, so it’s not surprising that video and publishers still take the lion’s share of the traffic. But auto manufacturers, the Teslas, the Nissans, the Hondas… have 0% of the results. That’s a drop even from the 1% of total market share they owned of the bigger pie. So let me say, once more, with feeling: WTF SQUARED?! Let’s see an example of a successful piece of content around charging questions.
- BOOM. Video from AutoTrader. Look at how many questions this is showing up in the first slot for! Look at all the eyeballs this informative How to charge an electric car video is getting! And AutoTrader gets them all. Let’s look apples to apples at how publishers are winning the day with helpful content for people considering buying an electric car.
- Wow, U.S. News is KILLING IT. Look at all the questions, look at how in depth the answers get. That’s one hot piece of content. How are auto manufacturers doing? Let’s see what the OG Tesla is putting out there. Ouch. That’s it.
- You, your brand, should be leading the conversation around your product and the questions people have in your area of expertise.
- Let’s put our SPI glasses on and go back to the Semi-Conductor product page. What are those little guys at the bottom? Why wouldn’t you help people answer their questions, right on your product page?
- Want to find out how many charging stations are in your neighborhood in Minneapolis? DONE. Here’s a map of charging stations. How much will it cost to charge it? Have a cost calculator. Maybe this isn’t your wheelhouse. You make electric cars, not charging stations! Guess what.
- You’re not alone!
- Go to the experts! Find a partner! Look at those numbers. These charging stations already own this area of expertise: join forces! But SPI isn’t just about organic results.
- It also shows us how to make the most of our paid spend.
- So here’s a late stage, hugely important query: affordable electrics cars. It’s probably expensive to get on that page with your PPC ads. But if you’re spending that money, why wouldn’t you serve the information relevant to the search query? Look at Nissan’s actual ad: nada about affordability. Makes sense for PPC… but what about other types of paid ads? Let’s SPI-ce it up: here’s Semi-Conductor’s version. Cost first. Savings calculator. The right language. A better experience for your customers. A better return for those clicks.
- What publishers are dominating the SERPs?
- This page gets 3,800 organic traffic driven by 300+ terms on page 1 and a cost of $15.3K in paid to acquire. But check out the display ads here. Chevy is showcasing a non-electric vehicle on an article about the best electric cars of 2018. In addition, they’re showing 2019 models. LET’S SPI-IFY THIS. They’re not paying attention to why people are coming to this page in the first place.
- BOOM: an ad showcasing an electric car, speaking to what people are actually interested in that come to this article. But the learnings don’t stop there. Who’s writing this high performing content you’re targeting with paid ads? Just who is John M. Vincent?
- If you go to his Twitter, he’s basically a non-entity. If your social team is doing “influencer marketing,” this guy isn’t even on their radar.
- But he is writing for all kinds of publications, including U.S. News, the most dominant publisher in the electric car space.
- This guy is a mover and a shaker in this world, driving massive traffic. He is impacting a lot of purchase decisions out there. He is a relationship your social and PR teams should be cultivating, surfaced by the power of SPI.
- That’s just the beginning of what SPI can do: it can help you figure out where to hire, name your future features and products, how to go to market, who to partner with, how to train your customer service professionals. We might not have flying cars, but with SPI in our corner, I remain hopeful.