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A content blueprint to drive serious SEO success.June 2017.
Danny Blackburn, Content Director.@danny_blackburn
This is not that talk.
Content is King?
FFS...
Content?
Content is a toolbox.
Insights: Diving into the data.
Content powered by insight.
Performance Insights
Audience Insights
BrandInsights
What do we need to do to drive SEO
performance?
What makes your brand special,
different, better?
What does your audience want
and need?
XContent
Performance insights.
Technical Proficiency
Relevancy
Authority & Trust
User Engagement
User Experience
Technical Optimisation
Functional Content
Engaging Content
Marking Comms.
UX Optimisation
CRO
Mobile Optimisation
SEO performance is driven by proficiency in five key areas.Content has a major role to play in four of these.
Key performance factors
Research & strategy
Strategic components
Measurement & refinement
Technical Proficiency
SEO proficiency scorecard.
56%
66% 63% 61% 60% 59% 56%
0
30,000
60,000
90,000
120,000
150,000
0%
20%
40%
60%
80%
100%
Myprotein Bodybuilding.com Authority Nutrition Men's Health GNC iHerb Men's Fitness
Visib
ility
Prof
icien
cy S
core
Visibility Authority Relevancy Engagement UX
Brand X
Then…We need content that will resonate.
Audience insights.
Our target demographic is female, 22-35, married with kids, with a household income of £25k to £35k.
It’s a great start. But there’s more to it than that.
Who are they?Where are they active?Why are they interested?When are they online?What do they want from you?
Key digital audience questions:
Introducing Pinpoint.Harnessing big data to generate insights into your online audience.
Join the dots betweenmultiple data sources
to produce fully roundedaudience insights.
In-depth audience profiling –demographics, location,
politics, professions, disposable income etc.
How does your audience behave online? Device usage,
social network preference, time spent online etc.
Other insights - hobbies, activities, outlook on live,
brand role preference,values etc.
Sources include: Global Web Index / Proprietary Data Sets / Social Network Insights / YouGov / Experian / Hitwise
BEWARE
KITTENS
Brandinsights.
What does my brand stand for?
What does my audience care about?
Example: American Express
SuccessFulfilment in their careers
What does my brand stand for?
What does my audience care about?
From insights to strategy.
The internet is a brilliant place to hide content.
Step 1.
Content distribution:Pushing content to the audience via owned, earned and paid channels.
Content discovery:Creating content in a specific way to make sure people find it when they’re looking.
Owned
Paid SharedBloggers & vloggers
PPC
Social media
Paid partnerships
Display
Homepage
Communities
YouTube channel
Social media (organic)
Store/POS
Earned
Brand advocacy
Media outreach
Placed content
Influencer outreach
Blog/Hub
Apps
Specialist websites
Native ads
Content networks
Sponsored content
Brand ambassadors
Make sure your distribution solution is fit for purpose.
Micro-Moments.“Micro-moments occur when people reflexively turn to a device —increasingly a smartphone — to act on a need...
“They are intent-rich moments when decisions are made and preferences shaped.”
Joining the dots.
Content structure.
Hero
Hub
Hygiene
‘Go Big’ content campaigns.
Regular engaging content.
Content people search for.
Distribution
Discovery
Delivers authority, awareness & engagement
Improves awareness, engagement & UX
Boosts content depth & site
relevancy
Case study
The objective:Grow organic search traffic, reservations and revenue for Hertz Europe across all markets.
Barriers to successBack in 2012, our performance insights pointed to four key strategic challenges we needed to pull to drive Hertz’s SEO performance across Europe.
• Poor content depth & relevancy• Weak on-site engagement• Modest authority from links & citations• Technical SEO issues
Our audience insights revealed what makes Hertz’s customers tick:
They’re interested in in travel, science, nature & property…
Audience insights
…they’re independent & hardworking…
…and they believe that family is more important thananything.
Different locations, different customers.By analysing local rental data we were able to understand more about the people who rent in specific locations.
London Heathrow Palma de Mallorca
Typical rental duration (mode) 0-4 days (60%) 5-9 days (52%)
Bookings where child seat is requested (%) 2% 6.1%
International bookings (% of known data) 67% 88%
Most popular car model (% of rentals) Ford Focus Renault Captur
Typical milage (mode) 100-200 200-300
Top sources of international rentals (% of total) USA (42%) Germany (53%)
Source:Hertzcustomerdata.
And it all had to be 100% on brand:
ProfessionalPolishedPersonable
So how did that help us grow organic traffic, bookings and revenue for Hertz?And how did the insight help us engage with the audience?
Our approach:Reaffirming the important things in life.
Hertz customers are defined by what’s important to them.
It’s about getting out and about and doing things, together.
Content campaigns‘City Swap’‘Road Trip’
Hertz Together blog ‘Michelin Star Restaurant Map’
‘Understanding London’s congestion charge’
Location pages‘Car Hire London’
Content is ‘pushed’ to relevant target audience.
Audience ‘pulled’ into content from search.
Hero
Hub
Hygiene
‘Go Big’ content campaigns.
Regular engaging content.
Content people search for.
Hertz Together blog ‘Haunted places to visit in the
UK’‘Understanding London’s
congestion charge’
Content campaigns‘Quality Time’
‘Road Trip’Content is ‘pushed’ to relevant target audience.
‘Go Big’ content campaigns.Hero
HubRegular engaging content.
Location pages‘Car Hire London’
Audience ‘pulled’ into content from search.
HygieneContent people search for.
12,000 location pages.12 languages.
Turningthis…
…into this.
Content campaigns‘Quality Time’
‘Road Trip’Hero‘Go Big’ content campaigns.
Content people search for. Hygiene Location pages
‘Car Hire London’
Hertz Together blog ‘Haunted places to visit in the UK’
‘Understanding London’s congestion charge’
HubRegular engaging content.
Audience ‘pulled’ into content from search.
Content is ‘pushed’ to relevant target audience.
We’ve built in the functionality to display related blog posts that answer related search queries for each location.
UK MichelinStar Map
We’ve seen great success with simple, tactical pieces designed to capture the attention of websites and press that Hertz customers are most interested in and sites that hold significant authority.
Our Michelin Star Map, Bond Locations and Star Wars pieces allow us to secure top-tier coverage with focused, simple stories.
Tactical authority building.
Tactical authority building.It’s about a steady flow of simple content to keep quality links and authority flowing into the site.
Content people search for. Hygiene Location pages
‘Car Hire London’
Hertz Together blog ‘Haunted places to visit in the UK’
‘Understanding London’s congestion charge’
HubRegular engaging content.
Audience ‘pulled’ into content from search.
Content campaigns‘Quality Time’
‘Road Trip’Hero‘Go Big’ content campaigns.
Content is ‘pushed’ to relevant target audience.
Campaign:
City SwapThe focus of this campaign was on the unique experience the car rental helps you have… getting out and about in a new city to explore things you can only get to by car.
We matched online travel writers, journalist and bloggers from different parts of the country for a weekend city swap in a car provided by Hertz.
Each person prepared an itinerary for their counterpart and then visited that city and experienced everything it had to offer.
Coverage was secured across over 25 top-tier websites across Europe.
The participants in the campaign documented their journeys on their websites and linked back to the central City Swap resource, relevant location landing pages and the homepage.
Content was also posted on YouTube and Instagram to further document the campaign in all six regions the campaign was active in. Coverage secured included:
The tool was shared on owned and paid channels and we worked with our partner PR agencies to outreach to relevant sites and influencers
Case study
Rankings. Keyword Ranking
american road trip planner 3
usa road trip planner 3
america road trip planner 3
us road trip planner 4
road trip planner usa 4
plan a road trip usa 4
road trip usa planner 5
america road trip planner 6
road trip america 7
how to plan an american road trip 8
roadtrip planner 8
road trip planner 8
The results.
148%increase in traffic from organic search across Europe
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
2013Q1 2013Q2 2013Q3 2013Q4 2014Q1 2014Q2 2014Q3 2014Q4 2015Q1 2015Q2 2015Q3 2015Q4 2016Q1 2016Q2 2016Q3 2016Q4 2017Q1
Hertz EU organic search traffic growth across European domains
increase in sales from organic search across Europe
173%
So that’s the blueprint.
The answer is simple.
Put the right contentin front of the right peoplein the right placesat the right times.Of course, simple isn’t necessarily easy.
The right data.The right ideas.The right results.
Thank youDanny Blackburn, Content Director.
@danny_blackburnstickyeyes.com/searchleeds
