how to use seo insights for content strategy to drive revenue by margaret nicoll maka digital

@5ftIdeaMachine @MAKAdigital #LavaCon

MARGARET NICOLL

MAKA Digital

Using Search Insights to Create Revenue Driving Content

@5ftIdeaMachine @MAKAdigital #LavaCon

my early years looked a lot like this

@5ftIdeaMachine @MAKAdigital #LavaCon

then it looked a lot like this

@5ftIdeaMachine @MAKAdigital #LavaCon

create digital happiness

and now it looks like this

@5ftIdeaMachine @MAKAdigital #LavaCon

the other fellow first

@5ftIdeaMachine @MAKAdigital #LavaCon

what are people searching for?

@5ftIdeaMachine @MAKAdigital #LavaCon

if you know what people search for, you know how to put them first,

if you know how to put them first, you know what content to create,

if you know what content to create, you know how to drive revenue

@5ftIdeaMachine @MAKAdigital #LavaCon

1.38million

@5ftIdeaMachine @MAKAdigital #LavaCon

timing matters

@5ftIdeaMachine @MAKAdigital #LavaCon

@5ftIdeaMachine @MAKAdigital #LavaCon

build bridges with cupcakes

@5ftIdeaMachine @MAKAdigital #LavaCon

The Insight1.38 M Consumer Searches / Year5,000 Customer CallsOff brand misinformed content dominated the digital conversation

The OpportunityAuthentically own the conversationDrive visits & revenueListen, respond & build trust

@5ftIdeaMachine @MAKAdigital #LavaCon

@5ftIdeaMachine @MAKAdigital #LavaCon

Before After

@5ftIdeaMachine @MAKAdigital #LavaCon

The Impact

@5ftIdeaMachine @MAKAdigital #LavaCon

UGG STYLE GUIDE

The Insight371 k consumer searches / year

Consumers need to be shown how to wear product

The OpportunityDrive new prospects to the brandIncrease conversions through useful, relevant content

be iterative

Before After

@5ftIdeaMachine @MAKAdigital #LavaCon

The Impact

@5ftIdeaMachine @MAKAdigital #LavaCon

The InsightUsers search for their favorite products long after they’re gone

CRC needed a tool to inform and sell prospects related styles

‘No Search Results’ pages leave revenue on the table

‘No Search Results’ pages make for a poor UX

The OpportunityCreate a conversions out of ‘style searchers’Provide a positive UX Provide CRC and prospects with relevant, useful content

LOOKING FOR…

@5ftIdeaMachine @MAKAdigital #LavaCon

LOOKING FOR…

Before After

@5ftIdeaMachine @MAKAdigital #LavaCon

The Impact

@5ftIdeaMachine @MAKAdigital #LavaCon

The Insight500,000 Google searches / year for ‘UGG Sizing’ queries

The OpportunityProvide users with a positive UXReduce costs associated with fit and sizing issuesIncrease conversion rates

FIT TIPS

@5ftIdeaMachine @MAKAdigital #LavaCon

Before After

FIT TIPS

@5ftIdeaMachine @MAKAdigital #LavaCon

The Impact

@5ftIdeaMachine @MAKAdigital #LavaCon

build bridges with cupcakes

put the other fellow first

solve problems

@5ftIdeaMachine @MAKAdigital #LavaCon

MARGARET NICOLLMAKA Digital

Link to Presentation: bit.ly/1tt1CxJ

THANK YOU!