SEO Research and Content Strategy

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    14-Jul-2015

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  • SEO Research and Content SMX Milan 2014

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    Search Experience Op;miza;on. Audience. Design. Compliance.

    Its about intercep(ng the most produc;ve audiences and delivering experien(al content.

    @pastespecial @ideaevolver

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    Anthony& SylvanHome Page

    1.0 Pools & Spas 2.0 Why A&S 3.0 Renovations 4.0 Pool Supplies 5.0 Get Educated

    1.1 Concrete Pools

    Locations

    AnthonySylvan.comRanking By Organic Interceptions - Content Audit

    April 16, 2014

    1.2 Fiberglass Pools

    F1 Sylvan Fence F2 Pro. Partnerships F3 Customer Service

    Footer Links

    1.3 Spas

    3.0 Renovation Gallery

    3.1 Special Offers

    Pool Gallery

    4.1 Online Store

    4.2 Retail Stores

    4.3 Pool Products

    4.4 Pool Service

    5.1 Pool and Spa Options

    5.2 Pool Equipment and Products

    5.3 Pool Type Comparisons

    5.4 Top 100 Reasons To Own A Pool

    5.5 How To Select Your Pool Builder

    5.6 Eco-Friendly

    5.7 How To Select Equipment For Your Pool

    5.8 Pool Fencing

    H1 Financing H2 iSwim H3 Blog

    Header LinksH4 About Us

    Request Consultation

    Coupons

    ConnecticutDelawareMarylandLas Vegas NevadaNew JerseyNew YorkNorth CarolinaPennsylvaniaSouth CarolinaTexasVirginiaWashington DC

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    15 1) Pool Shapes a) Concrete Shapes b) Fiberglass Shapes2) Pool Finishes a) Concrete Finish b) Fiberglass Finish3) Salt vs. Chlorine4) Tile and Mosaics5) Coping6) Decking7) Water Features8) Custom Features9) Lighting

    1) Automatic Controls2) Cleaning Systems3) Pumps and Filters4) Sanitizer/Chlorinator5) Heaters6) Safety Covers

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    F4 Employment

    F9 Legal Info

    F6 Our Warranty

    F7 Privacy Policy F8 FAQs

    F5 Testimonials

    Other Content

    Performance Analysis Content is evaluated on search intercep;ons, engagement and conversions

    @pastespecial @ideaevolver

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    Search Data Analysis Iden;fy in-demand content marke;ng opportuni;es and trends

    n bbq chips n salt and vinegar chips n sweet potato chips n sour cream chips n jalapeo chips

    n cough remedies n u remedies n fever remedies n cold remedies n remedies for kids

    n dosing n dosage

    n carbonated water n soda water n seltzer water n sparkling water

    @pastespecial @ideaevolver

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    Loca;on Analysis

    oab Brazil shows most ac;vity

    overac(ve bladder United States shows most ac;vity

    Cri;cal for interna;onal and secondary language campaigns Emphasizes the importance of acronym op;miza;on

    @pastespecial @ideaevolver

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    Device Analysis 64% of Chinese food searches are performed on mobile devices 27% of eBook searches are performed on tablets 89% of LinkedIn searches are performed on computers 43%

    11%

    46%

    mobile tablet laptop

    @pastespecial @ideaevolver

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    Relevancy Analysis

    spas Intent for day spas

    outdoor spas Intent for at in-ground hot tubs

    /spas/ or /outdoor-spas/ to connect with homeowners

    @pastespecial @ideaevolver

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    Relevancy Analysis Dosing verse Dosage.

    @pastespecial @ideaevolver

    dosing Intent for dosing pumps

    dosage Intent for ingesting medication

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    Suggest ( Real Time ) Analysis

    @pastespecial @ideaevolver

  • Search Engine Result Page Analysis

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    n Webpages n Appsn Recipes n News n Images n Videos

    Align content strategy with search engine real estate

    @pastespecial @ideaevolver

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    Live SERP Ac;va;on Example

    @pastespecial @ideaevolver

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    Graveyard Cake Mummy Dogs Witch Finger Cookies

    Content Analysis and Idea Genera;on

    @pastespecial @ideaevolver

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    Yogurt Search Experience

    @pastespecial @ideaevolver

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    Migraine Pa;ent Search Experience

    @pastespecial @ideaevolver

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    A Growing Opportunity n soda water n sparkling water n seltzer water n carbonated water

    n water benets n benets of water

    n water benets hair n Water benets skin n water benets weight loss

    n lime soda water n lemon soda water n lime sparkling water n lemon sparkling water

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    0.0 Home

    1.0 Waters 3.0 Benefits of Water

    2.0 Promotions 4.0 About

    2.1 Rewards 3.1 Hydration

    3.2 Weight Loss

    3.1.1 Hydration Quiz

    3.3 Skin and Hair

    4.1 Corporate Responsibility

    4.2 Contact Us

    1.1 Purified ( Bottled Water )

    1.2 Splash ( Flavored Water )

    1.3 Exotics ( Sparkling Water )

    1.4 Purification Process

    1.2.1 Strawberry Melon

    1.2.2 Acai Grape

    1.2.3 Mandarin Orange

    1.2.4 Lemon

    1.3.1 Mango Peach Pineapple

    1.3.2 Key Lime

    1.3.3 Strawberry Dragon Fruit

    1.3.4 Tangerine

    3.3 About Sparking Water

    3.4 Kids Guide

    Sparkling Water Search Experience

    @pastespecial @ideaevolver

  • Digital Asset Integra;on

    @pastespecial @ideaevolver

  • Experien;al Content Wheres the Flavor?

    18@pastespecial @ideaevolver

  • Experien;al Content Design for Emo;on

    19@pastespecial @ideaevolver

  • Structured Data

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    Enhance organic search lis;ngs and search engine understanding

    @pastespecial @ideaevolver

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    Page ( Content ) Technical Compliance Pages need to be congured for search engine guidelines and speed

    @pastespecial @ideaevolver

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    Aug 1, 2013 Nov 30, 2013 Compared to: Aug 1, 2012 Nov 30, 2012

    n Before Implementa;on n Ajer Implementa;on

    Website sessions increased 67% Thanksgiving day sessions increased 62%

    Recipe Visits up 136%

    @pastespecial @ideaevolver

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    Jan 1, 2013 Dec 31, 2013 Compared to: Jan 1, 2012 Dec 31, 2012

    n Before Implementa;on n Ajer Implementa;on

    Product Page Visits up 170% Website sessions increased 71% Linking domains increased 190% #4 in Google for Greek yogurt

    @pastespecial @ideaevolver

  • Bounce rate improved by 32.33%

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    n Before Implementation n After Implementation

    @pastespecial @ideaevolver

    Jan 1, 2014 Aug 31, 2014 Compared to: Jan 1, 2013 Aug 31, 2013

    Product Page Visits up 99%

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