SEO Research and Content Strategy

SEO Research and Content SMX Milan 2014

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

It’s 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 Links

H4 About Us

Request Consultation

Coupons

ConnecticutDelawareMarylandLas Vegas NevadaNew JerseyNew YorkNorth CarolinaPennsylvaniaSouth CarolinaTexasVirginiaWashington DC

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89

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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 FAQ’s

F5 Testimonials

Other Content

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


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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 jalapeño chips

n cough remedies n flu 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


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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


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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


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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


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Relevancy Analysis Dosing verse Dosage.


dosing Intent for dosing pumps

dosage Intent for ingesting medication

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Suggest ( Real Time ) Analysis


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


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Live SERP Ac;va;on Example


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Graveyard Cake Mummy Dogs Witch Finger Cookies

Content Analysis and Idea Genera;on


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Yogurt Search Experience


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Migraine Pa;ent Search Experience


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

n water benefits n benefits of water

n water benefits hair n Water benefits skin n water benefits 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 Kid’s Guide

Sparkling Water Search Experience


Digital Asset Integra;on


Experien;al Content – Where’s the Flavor?

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Experien;al Content – Design for Emo;on

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Structured Data

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Enhance organic search lis;ngs and search engine understanding


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


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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%


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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


•  Bounce rate improved by 32.33%

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n Before Implementation n After Implementation


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

Product Page Visits up 99%

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Marketing

SEO Research and Content Strategy