In this webinar, leading experts from Acronym, SEMRush, Invesp, and Milestone presented the Covid-19 Crisis-Recovery-Growth framework, including key priorities and tactics for medium to large-scale content marketers to use as they manage the impact of the Covid-19 pandemic during April, May, June, and July, and then pave a road to growth. We explained how to make your assets visible and clickable in the Crisis and Recovery stages and how to maximize long-term organic equity. Key takeaways included: • Crisis-Recovery-Growth framework and its importance • To do topical research regularly, especially in fast-changing CRG environment • Find the rich snippet opportunities and define the entities with advanced schemas • Create topics clusters to increase Expertise score in R phase and harvest in G phase • Improve site performance and user experience to increase trust in R phase, harvest in G phase • Keep developing new offers to differentiate from competition • Run experiments, optimize the experience to increase conversions • Work on ranking listings with schemas to get decorated in the SERPs

1. CRISIS, RECOVERY AND GROWTH:
A MARKETER’S ROADMAP
FOR CHALLENGING TIMES: CONTENT AND B2B
APRIL 29, 2020

2. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
TODAY’S SPEAKERS
2
Erik Newton
VP of Marketing
Milestone
Fernando Angulo
Head of Communication
SEMRush
Khalid Saleh
CEO
Invesp
Mike Grehan
CMO&MD
Acronym

3. • C-R-G: 3 phases, journey – Erik Newton
• Marketing data, shift, patterns – Fernando Angulo
• Intent, entity BERT – Mike Grehan
• Conversion, CRO – Khalid Sahel
• Audience Benchmark, Offer – Erik Newton
• Takeaways
TODAY'SAGENDA
@MILESTONEMKTG
3

4. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ABOUTMILESTONE
CMS Local
Reviews AnalyticsInsights
Schema Voice
Search
D R IVE R EVEN U E A N D TR A FFIC FR OM D IGITA L
Design Content SEO
Paid
Marketing
Social content
marketing
Analytics &
consulting
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare | Technology
O M N I C H AN N E L P L AT F O R M S E RV I C E S

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Milestone
Omnichannel
Digital
Marketing
Solution
User
Experience
Speed &
Mobile
Friendliness
Crawlability
& Indexability
Technical SEO
Relevancy
Content
Marketing
Authority -
Local & Links Performance
Marketing
PPC
BI
Analytics
Clickability -
Schemas,
CRO, DAO,
site features
MILESTONE FRAMEWORK: OUR7PILLARS TOCOVER ENTIRE
CUSTOMER JOURNEY

6. Confidentialwww.milestoneinternet.com | 1-408-200-2211
COVID-19 CRISIS-RECOVERY-GROWTH STRATEGY
Key channels: Website, SEO, Local, Content
1. Maintain website and increase your digital relevance
2. Add COVID-related content – FAQs, your policies, banners
3. Ensure local listings & maps are updated
4. Start developing new content for COVID crisis response
Key channels: Paid Media, Website, SEO
1. Harvest content marketing efforts
2. Aggressively scale paid media presence
3. Leverage prospecting and lookalike modeling
4. Omnichannel synergies
Key channels: Website, Paid Media, SEO, Email
1. Generate interest with unique offers
2. Targeted relaunch of paid media
3. Invest in SEO prioritizing schemas, voice, and technical health
4. Optimize mobile with AMP and superior navigation
5. Amplify omnichannel efforts with email
6

7. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CRGWEBINAR SERIES FROMMILESTONE
CRG Framework
Thurs, Apr 2
SEO After Covid19
Wed, Apr 8
Healthcare SEO
Wed, Apr 22
Intro to
Crisis-Recovery-Growth
framework
CRG Content and B2B
Wed, Apr 29
SEO After Covid19: FAQs,
Schemas,AMP
Healthcare SEO
During a Crisis and Beyond
Content and B2B in
Crisis-Recovery-Growth
phases
Watchrecap Watchrecap Watchrecap Watchrecap

8. MARKETING DATA& PATTERNS

9. Confidentialwww.milestoneinternet.com | 1-408-200-2211
Data available in databases
Information patterns hidden in the data
Knowledge that is actionable from the data
OVERVIEW

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Look for Patterns

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Identify Featured Snippet Opportunities

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Identify Backlink Gaps

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Crawl them for Weaknesses

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Audience Overlap

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Track Audience Engagement

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Check their Most Popular Posts

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Watch the TRENDS!

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Adding “Trustpilot” Schema Markup to adds increased
clicks by 25% and conversions by 15%

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Track their Funding Cycles

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Learn from their MISTAKES

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Understand your Audience BETTER

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And Advertise to them Based on their
Buying Stage and Pain Points

26. Reach out if you have questions!
SEMrush.com
f.angulo@semrush.com
Fernando Angulo

27. INTENTAND ENTITY

28. Acronym Media Inc. Proprietary & Confidential - 09. 2019
Mike Grehan
CMO & Managing Director

29. WHAT IS INFORMATION RETRIEVAL?
|
“Information retrieval is a field concerned with the structure analysis,
organization, storage, searching and retrieval of information.”
Gerard Salton - Father of Modern Information Retrieval

30. COMPARISON OF DATABASE SYSTEMS AND INFORMATION RETRIEVAL
|
Data type
Foundation
Search paradigm
Queries
Evaluation criteria
User
Information RetrievalDatabase Systems
Numbers, short strings
Algebraic/logic based
Boolean retrieval
Structured query languages
Efficiency
Programmer
Text
Probabilistic/statistics based
Ranked retrieval
Free text queries
Effectiveness (user satisfaction)
Nontechnical person

31. INFORMATION RETRIEVAL AND WEB SEARCH
|
Automatically crawl,
classify and cluster web
pages according to
topics.
Crucial to discovering
important web pages.
Links also help to identify
communities that share
common interests.
Usage mining refers to access
patterns and click curves often
referred to as end user data.
Usage DataHyperlink AnalysisPage Content
Three main categories:
E A T

32. TAXONOMY OF SEARCH
|
• Informational
• Navigational
• Transactional
Andrei Broder
Distinguished Engineer
Google

33. WHAT IS CONTENT?
|
SATISFY AN INFORMATION NEED
WEB PAGE
IMAGE VIDEOPDF
NEWS
LOCAL
APP
CHATBOT
VIRTUAL ASSISTANT
ADVERT
SHOPPING

34. we put you in front
of your customer
SEMANTIC WEB | ENTITIES | SCHEMA |STRUCTURED DATA
The Semantic Web is relatively new compared to Information Retrieval,
Databases and Natural Language Processing. The original Web is a
medium of documents for people, but the Semantic Web is meant to be
a Web of “actionable information” as in an environment that enables
intelligent agents to carry out sophisticated tasks for users.
|
World Wide Web inventor Sir Tim Berners-Lee

35. A WEB OF ACTIONABLE INFORMATION, EVEN MORE
IMPORTANT IN CRG ENVIRONMENT
|
A language that expresses both data and rules for reasoning about the data.
Knowledge representation:
• RDF/JSON
• RDF Schema
• Simple Knowledge Organization
System (SKOS)
• Web Ontology Language (OWL)
A Web of relations between
resources denoting real
world objects:
• People
• Places
• Events
Google Knowledge Graph

36. Google Developers
• Page Level [single leaf]
• Domain Level
• Results level
“And finally, at the result level, if we have a result that ranks that
is a single “leaf” page, we won’t just leave it as a blue link, we’ll use any
data that we have to decorate that result…"
GETTING DECORATED IN THE SERP

37. we put you in front
of your customer
FROM SEO TO CEA, THINK ABOUT INTENT, CONTENT AND
CONTEXT EVEN MORE IN CRG WORLD
“There will be a natural shift from search engine optimization (SEO) to
Content Experience Analyst (CEA) The role will become more focused
on identifying and fulfilling content gaps to provide a more useful
experience and more extensive visibility and touch-points on the
customer Journey.”
|
Mike Grehan – Content Experience Analyst

38. Confidentialwww.milestoneinternet.com | 1-408-200-2211

39. CONVERSIONAND CRO

40. Growth in the next 4 months in
the CRG environment
THEJOURNEYHEAD

41. THEWESTIN HEAVENLYBED
$30,000,000

42. Serenity
Bed
Grand Bed$190,000,000
Revive collection
Sleep Number
Bed
Sleep Advantage
ONEYEAR LATER…

44. Confidentialwww.milestoneinternet.com | 1-408-200-2211

45. WHAT
SHOULDYOU
FOCUSONIN
RECOVERY&
GROWTH?
CONVERSION
ISSUES
USABILITY ISSUES
BUGS AND IMPLEMENTATION ISSUES

46. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG

47. Confidentialwww.milestoneinternet.com | 1-408-200-2211
COVID-19 CRISIS-RECOVERY-GROWTH STRATEGY
Key channels: Website, SEO, Local, Content
1. Maintain website and increase your digital relevance
2. Add COVID-related content – FAQs, your policies, banners
3. Ensure local listings & maps are updated
4. Start developing new content for COVID crisis response
Key channels: Paid Media, Website, SEO
1. Harvest content marketing efforts
2. Aggressively scale paid media presence
3. Leverage prospecting and lookalike modeling
4. Omnichannel synergies
Key channels: Website, Paid Media, SEO, Email
1. Generate interest with unique offers
2. Targeted relaunch of paid media
3. Invest in SEO prioritizing schemas, voice, and technical health
4. Optimize mobile with AMP and superior navigation
5. Amplify omnichannel efforts with email
47

48. Confidentialwww.milestoneinternet.com | 1-408-200-2211
1. Do topical research regularly, especially in fast-
changing CRG environment
2. Find the rich snippet opportunities and define the
entities with advanced schemas
3. Create topics clusters to increase Expertise score in
R phase and harvest in G phase
4. Improve site performance and user experience to
increase trust in R phase, harvest in G phase
5. Keep developing new offers to differentiate from
competition
6. Run experiments, optimize the experience to
increase conversions
7. Work on ranking listings with schemas to get
decorated with saturated universal types
@MILESTONEMKTG
TAKEAWAYS
48

49. 49
• no schema
• uses more than 8 schema
• errors
•
• avg 2.4X
•
• speed score is 35
BRAND NEW SCHEMA DATA FROM MILESTONE
RESEARCH

50. Confidentialwww.milestoneinternet.com | 1-408-200-2211
TOHELPASMANYOFYOUASWECAN,WEWANTTOOFFER THE
FIRST 30REGISTRANTSAFREEAUDIT…
@MILESTONEMKTG
•
•

51. Confidentialwww.milestoneinternet.com | 1-408-200-2211
Industry updates:
• https://www.milestoneinternet.com/covid-19-resource-center
• CRG Reopening Checklist:
• Auto dealership
• Medical / Dental Clinic
• Restaurant
• Retail
• Salon
• Gym
• Hotel
@MILESTONEMKTG
HELPFULRESOURCES –SPEAKERSADDANYYOU WANT

52. QUESTIONS?