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3/3/2017
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Google’s “Gag” Order
Keywords not Provided
Matt BaileyTrainer, Speaker & Best-Selling AuthorSiteLogic@MattBaileySays
@MattBaileySays
@SiteLogic
Consultant Trainer AuthorMatt Bailey
A Little History….
•Google Images launched in July 2001
• In 2001, 250 million images were indexed.
• In 2005, this grew to 1 billion.
Keywords: (not provided)
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Keyword Data Combined:
•Plurals
•Acronyms
•Variants
•Words with spaces
•Words with hyphens and apostrophes
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Google My Business
Google Search Console
Bing Search Console
Analytics: Landing Page Report
Analytics: Landing Page Report
Landing PageBy Source
Keyword-Content Planning
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Keyword/SEO Tools
• WordTracker
• Jaaxy
• MajesticSEO
• Moz
• Raven Tools
• SEMRush
• LinkDex
The Customer Journey
Moments of Truth
ZeroMoment of Truth
StimulusFirst
Moment of Truth
Awareness Discovery Consideration
SecondMoment of Truth
Experience
UltimateMoments of Truth
SharedExperiences
Locations:Oregon
Norway
Iceland
Oahu
wilderness
Products:camping gear
hiking gear
boots
gifts
pack
water filter
backpack
supplies
tent
rucksack
clothes/clothing
accessories
poles
gaiters
trousers
tools
ladies hiking boots
gps
Planning:checklist
gear list
survival
Variants:calories burned
wikipedia
organizations
societies
people
Brands:REI
Types:Trails-trail
wilderness
Heli
llama
Dogs
adventures
vacations
holidays
distance
camping
tours
Locations:Maine
Virginia
Georgia
NJ
PA
Products:gear
maps
books
tours
Planning:guide
tours
tips
trails
signs
information
hike thru
Variants:club
alone
partners
backpacking
other:conservancy
society
news
facts
trail fall
hiking record
The Customer Journey
ZeroMoment of Truth
FirstMoment of Truth
DiscoveryConsideration
SecondMoment of Truth
Experience
UltimateMoments of Truth
SharedExperiences
hiking
hiking Norway
hiking gear
hiking vacations
hiking holiday
hiking/camping gear
hiking checklist
hiking supplies
hiking survival
hiking tours
hiking trips
hiking guides
REI
Appalachian trail
Appalachian trail hike
hiking trail maps
hiking Appalachian trail, PA
Appalachian trail map
Appalachian trail signs
Appalachian trail trailhead
Appalachian trail distance
calculator
#AppalachianTrail
#MtKatahdin
#McAfeesKnob
Buying Cycle
Hiking GearPeak: May
Shoulder: April-August
Low: December
Hiking TripsPeak: July
Shoulder: March-August
Low: December
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Hiking SurvivalPeak: March-April
Shoulder: Bounce
Low: December?
Hiking ChecklistPeak: July
Shoulder: May-August
Low: November-December
Hiking SuppliesPeak: May
Shoulder: April-
Low: October
Hiking OregonPeak: July
Shoulder: May-August!!
Low: December-January
Hiking CaliforniaPeak: July
Shoulder: February-August
Low: January
Hiking IcelandPeak: July
Shoulder: February-August
Low: December
Hiking OahuPeak: July/January
Shoulder: February-August
Low: December/August
Wilderness HikingPeak: July
Shoulder: June-August
Low: January
Desert HikingPeak: March
Shoulder: January-May
Low: August-September
Hiking TrousersPeak: February - May
Shoulder: even
Low: December
Localized: UK
Hiking ClothesPeak: July
Shoulder: February-August
Low: January
Hiking PolesPeak: August
Shoulder: May -
Low: January
General “gift” terms are popular in December
Specific hiking items are popular early Spring to Summer!
January February March
April May June July August September
October November December
Hiking GearHiking Gear
Hiking TripsHiking Trips
Hiking SurvivalHiking Survival
Hiking SurvivalHiking Survival Hiking ChecklistHiking Checklist
Hiking SurvivalHiking Survival
Hiking TripsHiking Trips
Hiking CaliforniaHiking CaliforniaHiking SuppliesHiking Supplies
Hiking CaliforniaHiking CaliforniaHiking SuppliesHiking Supplies
Hiking OregonHiking OregonWilderness HikingWilderness Hiking
Wilderness HikingWilderness Hiking
Hiking OahuHiking Oahu
Desert HikingDesert Hiking
Hiking IcelandHiking Iceland
Camping GiftsCamping Gifts
Hiking GiftsHiking Gifts
Hiking TripsHiking Trips
Hiking Trips: DestinationsHiking Trips: Destinations
Plan a Content CalendarSEO:
1. Assess current content and past season performance (9 months out)
2. Create plan to address gaps in content (9 months out)
3. Curate current pages and content - direct to related content or CTA’s (9-6 months out)
4. Develop content
5. Post content and build link & attention 2-3 months out
Paid Search:1. Develop seasonal remarking plan - specific to: location/products/planning/preparation
2. Develop seasonal ad groups - specific to: location/products/planning/preparation
3. Research associations, societies, organizational calendars for popular dates
Social:1. Engage with assistance and recommendations during planning stages
2. Stories, photos, feedback & shared experiences - “in the moment”
3. Research associations, societies, organizational calendars for popular dates
4. Develop feedback mechanism for post-seasonal content curation
5. Develop follower lists, advice, ‘best of’ for early season curation
Analytics:1. Compare annual timeframes - not month-to-month!
2. Look for content anomalies
3. Compare content demand
4. Measure CTA’s from old content pages and related articles
5. Compare page demand to keyword lists - find opportunities
