seo and content tatics that will turn visitors into contacts dreamforce 16 chris bennett 97th floor

SEO & Content Tactics That Will Turn Visitors Into CustomersDreamForce 16Chris BennettFounder/CEO@[email protected]

View This Deck, http://bit.ly/ChrisBennettDF16

Presentation Topic // Presenters Name

2 Themes Today

Answering questions with content

Help Your Ideation Process

In Order to Free Up Time to Work on the Nitty Gritty

The problem is the majority of our content decisions is driven by one thing

Social counts of competitors

Flawed data

No context

They dont care about social shares

How do we do this?

We need ACCURATE data

If you don't know what kind ofcontent to build, you dont haveenough data.

Dont go run and schedule a Brainstorm

Go get more data

When you have enough data theproblem becomes resources notideas

and thats scalable

A Trailblazers Guideto Gathering More Data

Social MiningTools we like to useBuzzSumo

NUVIHashtagifyRadian6

Company-wide Persona Data

Site Search

Use HotJar everywhere, but especially on Q&A/FAQs

hotjar.com

Q&A siteshttp://answerthepublic.com/http://Quora.com/

Talk to your sales and fulfillment team

Ask them what the most common pain points and hurdles are when trying to close the sale

Then take it all to keyword researchTools we like to use

SERPS.com

moz.comBrightEdge.comAdwords

Group and organize your keywords around themes

Notice I didnt say organize yourkeywords by search volume,difficulty, or CPC?

Your content will write itself. Last year this was my entire themehttp://www.slideshare.net/97thfloor/dreamforce-2015-building-content-that-grows-your-business-chris-bennett-97th-floor

Some Examples of Data Inspiring Content

Looked at Persona Data and found a big crossover with fitness/healthy lifestyles and cooking.

that led to keyword research showing YUGE opportunity with recipes utilizing blenders

Subtitle placeholder

Case StudyCopycatRecipes

Case StudyCopycatRecipes

147,000 Pinterest Pins

Ranks for over 7,000 keyword variations

over 5,000 organic visits per month


Case StudyPeanut ButterSmoothies



1,300 Different Keywords bringing traffic

100 Keywords in the top 10

1,100 visits a day


STATS

FeaturedSnippet!

but there was one BIG theme staring us right in the face

That apparently every girl on Instagram could have told us

So we made the definitive guide

73% Organic Traffic Increase23% Increase in Referral TrafficYOY

Feedback from sales team and keyword research Showed a lot of vendor comparison questions. I know I want cloud storage but who?


Case StudyVendor ComparisonGuide


Case StudyVendor ComparisonGuide

We had so much info we compiled aneBook Buyers Guide.

6.5% Conversion Ratehttps://www.qubole.com/resources/solution/big-data-vendors-comparison/

It works!

When your time isnt spent on ideas you suddenly have more time to DO!

1 Common theme with these examples.

They are all the BEST result for the SERP

Never create content that is not the best result for the SERP Web.

97th Floors Best result checklistScannableCTAsMobileImagesLoad TimeCode ErrorsPage AuthorityTF-IDF

URLPROFILER.comUse URLPROFILER to Start

But I want to focus on one areaScannableCTAsMobileImagesLoad TimeCode ErrorsPage AuthorityTF-IDF

Because im almost certain youre not doing it

TF-IDF = Keyword Density on Roids#Gains

TF-IDF Explainedhttps://moz.com/blog/7-advanced-seo-concepts

Count of Term Appearances on Page

Count of the Most Used Term on the PageRepeated for EVERY Termhttps://97thfloor.com/term-frequecy-analysis

TF-IDF Working Doc

Use this tool to Extract - http://tool.motoricerca.info/keyword-density.phtml

https://draxe.com/coconut-oil-uses/

TF-IDF It Works!

Here is the entire point of my presentation

Use Data To Work Smarter

To Free Up Time to Work on the Nitty Gritty

Results

Thank You

Chris BennettCEO/Founder - 97th [email protected]@chrisbennett

View This Deck, http://bit.ly/ChrisBennettDF16

seo and content tatics that will turn visitors into contacts dreamforce 16 chris bennett 97th floor

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