Jon Earnshaw - Contextual Optimisation

#ElevateBrighton | #BrightonSEO
Elevate Brighton

Contextual optimisation:
How to create value led
content for your ecosystem
Jon Earnshaw
pi-datametrics.com | @PiDatametrics | @JonEarnshaw
April 2019

4pi-datametrics.com | @PiDatametrics | @JonEarnshaw | #ElevateBrighton
Florida 2

Florida 2

Content

SERP ecosystem

Creating Value with content
begins inside the mind
of our customers

Traditional approaches
alone are no longer working

Keywords and positions are still important but
Ecosystems are everything

If your query is uncommon, longer
than two words or ambiguous -
RankBrain will try to make sense of it
Google, and your customers want to
see high quality content
● In context
● connected
● relevant
Think Voice Search - Prepare
Still important
as a measure of authority
Three most important ranking factors according to Google
Links Content RankBrain

What do we mean by
Contextual Optimisation?

Traditional SEO involved
optimising pages

To Add value to our ecosystem
We need to think contextually

Here’s what happens
when we don’t

Stuff Magazine - Google visibility ‘Netflix UK’ (minimum AMSV 500k)
These pages are
phenomenally authoritative

Before you create and publish new content
Stop and think
How will what I’m creating impact on my ecosystem?

My Ecosystem
MyBrand.com
MyBrandSocial.com
MyBrandPartner.com
MyBrandPR.com

My Ecosystem
Our focusMyBrand.com

My Ecosystem

My New Content - Meet My Ecosystem
My new content

Categorise your
ecosystem

Complementary
Neutral
Potentially
conflicting
Categories
My new content

Set in context - which is the most
appropriate & valuable doorway
into my world for this term?
Step 1 - focus on the potentially conflicting content
A B
C D
Complementary
Neutral
Potentially
conflicting
Categories

Step 1 - focus on the potentially conflicting content
7 Pi checks
1. Performance of existing content for target term
2. Performance of existing content for related terms
3. Review authority of content
4. Decide on the most appropriate doorway
5. Theme this page appropriately
6. Make adjustments to conflicting page theming
where appropriate
7. Utilise internal links to signal authority

Step 2 - focus on the complementary content
Complimentary
Neutral
Potentially
Conflicting
Categories
Make contextually relevant connections.
Link with reader and search engine in mind
A B
C D
E F
G

● Link primarily using anchor text
based on the theme of the
destination page
● Consider synonyms
● Reciprocate the compliments
Netflix UK
best Netflix
documentaries
best Netflix
comedies
best Netflix dramas
Step 2 - focus on the complementary content
A
C
E
Chosen destination
page
Complimentary
pages

So - how do we find
Complementary and
conflicting content?

The ‘site:’ operator
● Which pages are indexed in Google?
● Which pages contain the term I have in
mind?
● Let’s be more specific...
Finding the potentially conflicting content

● Searching for the exact phrase
● So now we have 124 pages in the same entity group, some of which will
be complementary and some potentially conflicting
● Let’s try to identify the obvious conflicts first
● Check visibility in Pi

● Searching for the conflicts
● The most obvious place to look is in the strongest on-page
Theming Element:
● This means it’s decision time
● What is the most appropriate doorway into our world?
The obvious conflicts

● Time to return to the obvious complements
● Choose semantically related content
● Use keyword rich anchor text to leave Google in no doubt
The complements

● Appropriate linking from
complementary pages
<Title>
Netflix UX | the
definitive guide
Best documentaries on
Netflix UK
Best dramas on
Netflix UK
Best sci-fi on
Netflix UK
A
C
E
Gaining authority from the complements
Chosen destination
page
Complimentary
pages

Share of voice: The VALUE of contextual optimisation

Revenue: The VALUE of contextual optimisation

3. CHECK...
...the search results for the term you’re optimising
for.
Do you see any pages from your domain?
YES NO
New content guide
1. BEGIN...
...with the customer.
What search phrase would they use to find your
content? This forms the basis for Page Theming.
2. IMPORTANT:
Before publishing ask yourself:
“Do we have other similar or related content on-site?”
Use the site operator in Google for clues:
e.g. site:mysite.com intitle:search term
3. CHECK AGAIN:
Try removing
the ‘intitle:’ from
the search operator.
6. THEME…
...The new page for this term and link back
to it appropriately.
Ensure the Title is unique and contains the
term.
5. DECIDE:
Which page do you want to
position for the term you are optimising?
AN EXISTING PAGE
THENEWPAGE
4. ASK...
Are the pages complementary or
conflicting?
COMPLEMENTARY
CONFLICTING
6. COMPLEMENT
Your new page is complementary. As it is new it has the potential to conflict so theme
and link between this and the chosen existing page carefully. This page may well position
in its own right for derivative and longer tail queries.
5. LINK...
...any existing and relevant complementary pages to your new content, using the destination
theme term as the anchor text. Don’t overdo it! These should benefit the searcher as well as
Google.

Pi SERP features

SERP Explorer table
See how different pieces of content
performed over a time period:
Ts Top stories
Kp Knowledge panel
Ac Answer card
I Images
Sr Sports results
C Carousel

Market Intelligence
Ts Top stories
Kp Knowledge panel
Ac Answer card
Toggle between Classic Rank and Hyper Graph.
Hyper Graph examples:
I Images
Sr Sports results
C Carousel

Jon Earnshaw - Contextual Optimisation

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