SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Content Marketing

@wmsaver

#seoandlove

Titolo slideSottotitolo Slide

@dawnieando #seoandlove

Dawn Anderson

www.seoandlove.it

Dawn Anderson – Relatore di SEO&LOVE 2017

www.seoandlove.it/relatori/dawn-anderson

Digital Marketing Search Lecturer & Strategist, International SEO Consultant

Libro SEO: SEO e SEM Guida Avanzata al Web Marketing 4° Edizionewww.move-it-marketing.co.uk/ Move It Marketing UK and international coverage digital marketing agency specialising in SEO and content marketing

Dawn AndersonDawn Anderson Pg Dip DigM | LinkedInhttps://uk.linkedin.com/in/msdawnandersonUK, EU and Northern Digital Search Awards JudgeUniversity Lecturer at Manchester Metropolitan University on Search and Digital Marketing

Mi sento seo&lover

From Manchester, UK with a dog called Bert


Winning The Micro-Moments OnWordpress - A Pomeranian Tale

Meet Bert


The Customer Journey Has Changed


Continuums Of BehaviourThe Old Customer Decision Journey

Times Have Changed

Source: McKinsey - http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey

Linear

Pre-2009


McKinsey Customer Journey ModelAlternative Funnel The customer

journey is no longer linear but

cyclical

Around 2009


Zero Moment Of TruthUnderstand Predictable Target Audience Behaviour

2011

https://www.thinkwithgoogle.com/collections/zero-moment-truth.html


Fragmentation via MobileThe Zero Moment of Truth Is Now Many Micro-Moments

2014 -> Now

“an intent-driven moment of decision making” Google (2015)


Fragmentation via MobileThe Zero Moment of Truth Is Now Many Micro-Moments

I want to know

I want to go

I want to buy


’Almost 98% of visits are people window shopping or browsing online’

Average ecommerce conversion rates are around 2%


900 ‘Micro-Moments’ To Buy A Car900 Chances to Engage

Source: https://www.thinkwithgoogle.com/articles/consumer-car-buying-process-reveals-auto-marketing-opportunities.html


’Being There’ Give Little Guys AdvantageYou can beat big brands with micro-moments

GoodNews


RACEREACHACTCONVERTENGAGE

http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

Navigating our way with RACE digital framework


REACHExploration - Ideas


They’re not sure what they need or want at this stage

Answer the questions

Suggest the options for

consideration

Likely just a step toward users ‘bigger goals’Low conversion

probability

I want ideas moments


ACTDecision Making


They’re looking around for ‘BEST’ and ‘COMPARE’

Looking for ‘REVIEWS’

Suggest comparisons, calculators, estimators

Closer to a conversion

They’re refining their choices

I want to know moments


CONVERTIntent to Purchase


Sales PagesPricing Tables

Delivery terms, finance options, ‘shop’

intent

Ready to convert

They know what they want

I want to buy moments


ADVOCACYPaying It Forward


How else can we help? Continued

knowledge growing

Tribe building

It’s often where the links come from

Recommend you to others

Continuing custom


How Can Wordpress HelpYou To Be There To

Win The Micro-Moments?’


Wordpress Has Grown UpIt’s No Longer ‘Just A Blogging Platform’


Wordpress Posting ActivityHuge Growth

WordPress powers more than 24% of the web


Be There - Be Safe


Be SafeWeb Security Is Vital

Sucuri analysis of 8,000 hacked

websites Q3 2016

https://blog.sucuri.net/2017/01/hacked-website-report-2016q3.html

74% were Wordpress sites



61% of Wordpress

Applications were out of date

https://blog.sucuri.net/2017/01/hacked-website-report-2016q3.html

It’s increasing


Be SafeTo Do List

1. Update plugins2. Update themes3. Update core (particularly when there are security updates)4. Avoid installing plugins no longer patched5. Avoid installing plugins no longer actively developed or maintained6. Check reviews on plugins before installing7. Deactivate / delete unused plugins8. Use all round security plugins such as Wordfence9. Consider moving to HTTPS (minor ranking boost too)



It’s not got 1 million+ installs for nothing


Be There, Be SafeConsider HTTPS


Be There, Be Safe

Updating URLs from e.g. HTTP to HTTPS

UPDATE wp_options SET option_value = replace(option_value, 'http://www.old-domain.com','https://www.new-domain.com') WHERE option_name = 'home' OR option_name = 'siteurl';;UPDATE wp_posts SET guid = replace(guid, 'http://www.old-domain.com','https://www.new-domain.com');;UPDATE wp_posts SET post_content = replace(post_content, 'http://www.old-domain.com', 'https://www.new-domain.com');;UPDATE wp_postmeta SET meta_value = replace(meta_value, 'http://www.old-domain.com','https://www.new-domain.com’);;

If You Do Switch


Be There, Be SafeSwitch Internal Links Easily

Alternatively Use This Plugin When Updating URLs from e.g. HTTP to

HTTPS


Be There - Be Fast


Be There – Be FastAin’t Nobody Got Time For Slow Sites


Short Attention SpanFighting For Attention

Humans average attention span has

dropped to 9 seconds

Less than agoldfish

Expectations are high. Patience is

low


Short Attention SpanEspecially On Mobile

Source: Doubleclick -> https://www.doubleclickbygoogle.com/articles/mobile-speed-matters/


GTMetrix & Pingdom Speed TestCombine Page Speed Tests


GTMetrixCombine Page Speed Tests


Speeding Up Wordpress SitesTo Do List

1. Remove unnecessary plugins and head code2. Use image compression3. Enable Gzip compression at .htaccess, plugin

or caching plugin4. Make things small - Minify CSS and Javascript5. Use caching6. Resize images (small) before uploading7. Don’t treat Plugins like sweeties


Image Compression ZoominessAin’t Nobody Got Time For Slow Sites


CompressionCompress ALL The Things

https://varvy.com/pagespeed/enable-compression.html

Enable gzip compression via caching plugins, .htaccess or

via compression plugins

Make things small


CachingServe information from a cache


Know Where To Be – And When


Build A Moments MapUnderstand Predictable Target Audience BehaviourBe Ready When Needed

Dog or cat?

What breed?

What cost?

Where to buy?

Dogs & cats

together

Dog friendly

barsCan I care

for it?Dog

sittersDog

clothesBreeding

dogs

KEYWORDDog Breeds

KEYWORDSmall DogBreeds

KEYWORDPomeranian

DogBreeders

KEYWORDReputablePomeranian

DogBreedersManchester

List ofpotentialbreeds

Refined withan attributeselected

Decide onwhere to get

dog

Refining furtherWith LocationAnd trust values

THEORETICAL CONVERSION RATE5% 6% 8% 35%


Keyword Search BehaviourIncreasingly refined and hunting intent


Sharon Osbourne’s DogX Factor

Remember Semantics and Relationships


Be There - Be Useful


Find The Questions – Answer The PublicWhat Are People Asking?


Pomeranian QuestionsWhat Are People Asking AboutPomeranians?

http://answerthepublic.com/seeds/454d206024fead7190d9


Pomeranian QuestionsWhat Are People Asking?


Pomeranian QuestionsWhat Are People Asking AboutPomeranians?

• Why?• How?• Which?• Where?• What?• When?


Answer The QuestionsDW Question & Answer


Pomeranian QuestionsWhen and Where Have Special Intent

• When == temporal• Where == Location Temporal

Location


Understand Formats Related To Intent In Search Rankings


Dog Breeds Search QueryResearched Lists


What Are Pomeranians Like?What == data& information


Giving A Pomeranian A Hair CutVideo, Images and Instructions

Instructional


Caring For PomeraniansVideo and instructionsFurther questionsRelated questions


Know What Content & Format Is Appropriate


Inspire, Entertain, Educate, ConvinceThe Matrix

http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/attachment/content-matrix/

• Entertain• Inspire• Educate• Convince


Be Helpful In Different FormatsPeople Learn Differently

4 main learning styles

• Visual• Auditory• Reading & Writing• Kinesthetic

People have different content consumption preferences


Be Organised And Optimized


Be Optimized And OrganisedDon’t Be A Jumble Sale Site – Take The Easy First Step

It’s not got 1 million+ installs for nothing

Use Strong Topical Hub Themes And ‘Help’ ’Hub’ ‘Hero’

Content Frameworks too


Be Always Monitoring EverythingDon’t Drop The Ball

Take technical SEO seriously

Set up scheduled crawls and

customised reports


Be Accessible And Readable


Readability MattersIt’s Not Just About Rankings

Source: https://yoast.com/flesch-reading-ease-score/Source: https://www.gov.uk/guidance/content-design/writing-for-gov-uk


Write For A 9 Year OldHow People Read

• Use common words• Use short words over long words• Understand average reading skills• Explain the unusual• Use short sentences• Capital letters are harder to read• Not everyone understands ampersands &

Source: https://www.gov.uk/guidance/content-design/writing-for-gov-uk

Users have time to readat most 28% of the wordsduring an average visit; 20% is more likely


Make Beautiful Posts And PagesWithout A Line of Code


Beaver BuilderModular SEO Power

Basic

Premium

So many features & different

content optionsNo code needed


Beaver BuilderModular SEO Power

Basic

Build rows and columns (No

code needed)

No code needed


Help People With Their ‘Onward Moments’ Journey

Pass strong hints on context to search engines too


Link Sideways – Add ContextLinked Custom Menus Help With More Moments

Give clues to search engines too Home

Hero Hub Help

Sub Sub Sub Sub Sub Sub Sub

Rel Rel Rel Rel Rel Rel Rel Rel Rel Rel Rel Rel

Relevant post titles make excellent

contextual anchors

Emphasise URL ‘importance’


Beautiful Auntie and Uncle Internal LinkingBeaver Builder Posts Carousels

Build relevant modules and row

Help users meet other ‘micro-

moments’

Build a flurry of relevance via an internal

anchor text cloud


Posts Slider Module - Beaver BuilderCross Modular Internal Linking Is The Dogs

http://kb.wpbeaverbuilder.com/article/67-posts-posts-carousel-and-posts-slider-modules-overview


Be There ‘On The Go’


Be There On MobileMobile is now and the future

• Traffic from wireless and mobile devices will account for two-thirds of total IP traffic by 2020 (Cisco)

• Searches on mobile now exceeeddesktop

• The mobile first index is in the pipeline

Source: http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.html


Mobile Search Queries56% of ‘on the go queries’ have location intent

• Where?• What?• When?

But remember… People are also using ‘on the go’ moments to research small things towards bigger

goals


Events ManagerHelp Them Find ‘What’, ‘Where’ and When’ To Go

• Dog shows• Dog friendly events

Event Calendars FTW


DirectoryHelp Them Find The Places

https://wpgeodirectory.com/

Location based query


Be Useful With Images


Some Info On Visual ContentImages FTW

• With relevant images, readers spend more time looking at the images than reading the page text. (Nielsen)

• People do 323% better following directions with illustration than without illustrations

• Tweets with images get 150% more retweets than without (Buffer). Facebook posts 2.3x more with images (Buzzsumo)


In Search - Inspiration == Images

In social images get more

engagement

Search

https://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.0000vgw3ss32oexdsk51mhh93bjov


Inspiration == Images


InspirationPinterest Embed

When people are searching for inspiration it’s usually image

heavy pages that rank


Create galleries with

Beaver Builder

Create Image Laden Posts Carousels

Galleries And Image Posts

Create Image Laden Posts

Sliders

No Code Needed


Image SearchBe There

And people also use Image

Search too JJ

There are spoils to be had


Be Useful With Engaging Content (e.g. Calculators & Polls)

Involve the audience


Make content create content

Engage

Polls and CalculatorsInvolve the audience

You might just get some links


Be Useful With Video


‘It would take an individual more than 5 million years to watch the amount of

video that will cross global IP networks each month in 2020’ (Cisco)

Growth of Video


IP video traffic will be 82 percent of all

consumer Internet traffic by 2020

Video on Wordpress

People spend on average 2.6x more time on

pages with video than without


‘Right Now, people all over the world are trying to make the most of every

moment’

Google Micro-Moments


‘Are you fast?’‘Are you safe?’

’Are you helpful?’‘In a range of formats?’

‘To cater for all learning styles?’

ARE YOU THEREWHEN NEEDED?


‘Thanks for Listening’

GRAZIE PER L’ATTENZIONE

Con il patrocinio del Comune di Verona Assessorato al Commercio