Just-in-time content: the key for SEO and conversion

An SEO-oriented content strategy can improve not only the visibility of a Web site in search engines, but also conversion, influencing traffic and sales.

In this presentation, framed within the XII Feria de Tiendas Virtuales de Aragón, the director of Human Level explains the approach of a content-marketing strategy oriented to SEO:

• Content that SEARCHES the user and generates quality visits.
• The content that makes us MORE VISIBLE than our competitors.
• Content that HELPS the user to make a purchase decision.
• Content that attracts visitors and DRIVES them to conversion.
• Content that CONNECTS conversion funnel exits back to the buying process.
• VISIBLE content for customers even when they are NOT looking for us.
• Content generated by RESONANCIA on social networks and LINKS on other websites.

And it does so through multiple case studies. Each step is initially shown with the strategy applied. Below, Fernando shows a real case where the strategy has been applied. Finally, and through different analysis tools, it shows whether or not the strategy has been successful in terms of visibility, traffic, conversion or links.

Transcription of the text of the presentation

1. Just-In-Time content. The key to SEO and conversion Fernando Maciá Human Level Communications #FTV17
2. Fernando Maciá Domene @fernandomacia CEO Human Level Communications @fernandomacia @humanlevel@HLCFormacion
3. Publications 2 0 0 0 6 2 0 1 12 0 1 02 0 0 0 9 2 0 1 1 2 0 1 2 0 1 2 2 0 1 4 2 0 1 62 0 1 5.
4. Teaching activity
5. Participation in events
6. In the media
7. “Traditional” content marketing @fernandomacia @humanlevel#FTV17.
8. Purpose of content marketing http://searchengineland.com/content-marketing-works-230337 Eric Enge
9. Content generation for social media Discover/create content Filter/select and contextualize Publish share and viralize Find Select Share
10. original self-promotional original filtered Balance between original, self-promotional and filtered content.
11. A “traditional” content marketing strategy: Focuses on creating or building community loyalty Does not usually answer customer questions BEFORE the purchase decision Focuses on converting customers into prescribers (post-conversion) Does not seek so much to get links.
12. Content to create community vs. content to attract new visitors Social media oriented content is focused here SEO oriented content is focused here
13. SEO-oriented content marketing @fernandomacia @humanlevel#FTV17
14. An SEO-driven content marketing strategy: Focuses on ATTRACTING new visitors and preventing current ones from leaving Seeks to answer potential customers’ questions BEFORE they buy Focuses on extending the visibility of the Web site to a wider variety of KWs Focuses on unique, quality content that generates links and subject matter authority
15. How? @fernandomacia @humanlevel#FTV17
16. With Just-in-Time content
17. With Just-in-Time content The content that SEARCHES the user and generates quality visits The content that makes us MORE VISIBLE than our competitors The content that HELPS the user to make his purchase decision The content that attracts visits and DRIVES them towards conversion The content that CONNECTS the conversion funnel exits back to the purchase process The content VISIBLE to customers also when they are NOT looking for us The content that generates RESONANCE on social networks and LINKS on other Web sites.
18. A content marketing strategy focused on SEO… Identify all possible searches that could attract quality traffic throughout the customer journey.
19. What is he/she looking for: searcher/buyer person doubts information terms savings exclusivity fear prestige doubts solvency security novelty alternatives etc. Build your buyer persona and study what and how he/she is looking for.
20. Example: very expensive electricity bill
21. Google Keyword Planner: suggested searches Identify with Google Keyword Planner what motivates and worries your user: these are the two impulses that guide their searches.
22. Keywordtool.io: related queries In keywordtool.io we can consult the questions related to a search
23. Application: frequently asked questions
24. Application: frequently asked questions
25. Application: Frequently Asked Questions Conversion to lead Microconversion
26. Application: frequently asked questions More than a thousand frequently asked questions!
27. And… does it work: visibility We analyze the evolution of global visibility
28. And… it works: visibility We analyze how each content subdirectory contributes to the overall visibility.
29. And… it works: traffic, quality and conversion We create an advanced segment of organic traffic on content entry pages.
30. And… it works: traffic, quality and conversion We analyze how each content format contributes to traffic and conversion.
31. A content marketing strategy focused on SEO… Identify searches where the competition is not (yet) present… Or do it better than them 😉
SEMRush: competition analysis (domain vs. domain) We analyze with SEMRush which are the unique keywords of each domain.
33. SEMRush: competition analysis (domain vs. domain) We can analyze exclusive keywords of uvinum.es where vinissimus.com is not positioned.
SEMRush: competitor analysis (domain vs. domain) We can export the complete table to Excel to extract the contents in which Uvinum.es is ahead of us.
35. Excel: we extract the content where our competitor is ahead of us with a vertical search (SEARCHV) This is the content with which uvinum.es is better positioned than vinissimus.com for this keyword
36. Expansion competes in current events… alone?
37. Expansion.com: current vs. evergreen content A business directory is an “evergreen” content that allows to achieve long tail visibility.
38. Expansion.com: economic dictionary An economic dictionary is an “evergreen” content that allows to achieve long tail visibility.
39. Expansion.com: economic dictionary The content must be unique, of high quality and well structured in terms of IA and page structure.
40. And… it works: visibility We analyze the evolution of global visibility
41. And… it works: visibility We analyze how each content subdirectory contributes to the overall visibility.
42. And… it works: traffic – new browsers/page views We can use content groupings in Google Analytics to see how each type of content contributes to the total traffic Quality KPIs
43. A content marketing strategy focused on SEO… Identify searches that the user needs to answer before making a purchase decision.
44. What motivates the customer to buy?
45. What are your concerns?
46. Amazon: product questions and answers Check out Amazon’s questions and answers about similar products. Focus on the most voted ones
47. Accommodation and restaurants: opinions of other users Look at the types of evaluations that users make about similar services or establishments.
48. Accommodation and restaurants: opinions of other users Filter the most voted comments: they are probably more likely to be unbiased.
49. Health: research frequently asked questions in forums Identify the threads with the highest number of comments to identify what users are interested in.
50. Buzzsumo: researches which content is most successful in social networks on a given topic.
51. A particularly sensitive sector: health Check which searches involve motivations/concerns of potential customers.
52. Keywordtool.io: related searches Check related searches in keywordtool.io
53. Keywordtool.io: related questions Check related questions in keywordtool.io
54. Clínica Baviera: FAQs/blog Clínica Baviera has taken good note and has developed many answers to these questions in its blog and FAQs.
55. Clínica Baviera: organic visibility We analyze the evolution of global visibility.
56. Clínica Baviera We analyze how each content subdirectory contributes to the overall visibility.
57. And… it works: SERPs
58. From content to conversion Call to action to conversion page.
Measuring the success of this strategy: unique SEO doorway pages in Google Analytics Check that you receive organic traffic through a higher number of unique doorway pages.
60. Are we generating content that generates engagement? Check with Buzzsumo which posts get the highest number of interactions on social networks
61. Are we improving domain authority? Content focused on a topic and getting related links increases thematic authority.
62. A content marketing strategy focused on SEO… Generates related content that drives visits to transactional pages and attracts many links.
63. Clusters of content/viralization
64. Clusters of content/viralization
65. Clusters of content/viralization
66. ifixit.com: the “handyman’s paradise” Disassembly and repair guides from ifixit.com.
67. How to repair iphone Check what related searches this buyer persona would do.
68. ifixit.com: the “handyman’s paradise” CTA to conversion Content attracting visits
69. ifixit.com We analyze the evolution of global visibility.
70. ifixit.com We analyze how each content subdirectory contributes to overall visibility.
71. Which contents are getting more links? Check in Majestic which contents are generating the greatest number of links
72. Which contents are getting more conversions? Check in Google Analytics which content is contributing to more conversions
73. A content marketing strategy focused on SEO… It achieves visibility for potential customers even if they are not looking for us.
74. How to get found even by those who aren’t looking for you ‣ Pedro Alvarez ‣ 24 years old ‣ Plumber ‣ After working for others for a while, he has become unemployed ‣ With some money saved up, he wants to set up and work for himself ‣ Knows plumbing, but no idea about starting a business ‣ Would you look for “cloud billing”?
75. Debitoor: what to do when they do not search for us Target searches for certain products or services that are little known to the target have little potential.
76. Debitoor: what to do when your customer is NOT looking for you? Targeted searches for certain products or services that are not well known to the target have little potential
77. PrescriptionActionConsiderationResearchAwarenessAudience Customer journey analysis: starting a business Motivations Objections How to start a business When do I pay VAT? How do I register with the tax authorities? What do I need to issue legal invoices Invoicing software Online invoicing Cloud invoicing for freelancers Comparison of cloud invoicing solutions I invoice from the Internet and it works great! Differences between proforma invoice and quotation
78. Debitoor: related and anticipatory searches Indeed, Google Keyword Planner shows us that these searches have much greater potential.
79. Debitoor: glossary of contents
80. Debitoor: glossary of contents
81. CTA on pages that attract quality traffic…
82. CTAs on pages that attract quality traffic… CTAs towards conversion Content that attracts visitors
… and lead you to the pages that generate conversions
84. And… does it work? Visibility… We analyze the evolution of global visibility.
85. And… does it work? Visibility… and links…. We analyzed with Majestic whether there is a correlation between content and popularity We analyzed the evolution of global visibility
86. And… does it work? Visibility by content type We analyze how each content subdirectory contributes to overall visibility.
87. A content marketing strategy focused on SEO… Integrates content marketing not as isolated sections, but as an integral part of the website information architecture to present all possible alternatives (content just-in-time) and drive the outputs back to the conversion funnel.
88. Building AI from the bottom up Conversion Offering ToyotaPrius Alicante SEO
89. Building AI from the bottom up Conversion Cash or finance Hybrid vs. diesel Cost of new car insurance Best time to switch cars Cost of new car insurance
90. Building AI from the bottom up Conversion Cash or finance Hybrid vs. diesel New car insurance cost Best time to switch cars Hybrids. diesel
91. Building AI from the bottom up Hybridovs. diesel Hybrid vs. diesel conversion Cash or finance Cost of new car insurance Best time to change car Plug-in advantages
92. Building the AI from the bottom up keywordresearch from the customer journey Conversion Hybrid vs. diesel Cash or finance Cost of new car insurance Best time to change car cost and battery life plug-in advantages leasing vs. leasing toyota insurance vs.lexus most reliable cars best time to buy new car
93. Building AI from the bottom up We identify the optimal search intent to: position for obvious target keywords achieve high CTR in SERPs achieve maximum conversion include USPs connected to customer motivations include arguments to counter their objections KEYWORD
94. Building AI from the bottom up Identify all possible traffic sources.
95. Building AI from the bottom up Identifies all exit routes. Why are they leaving? What additional information do they need to make their purchase decision?
96. Building AI from the bottom up … and design the right content to drive the user back into the conversion funnel.
97. Building the AI from the bottom up Conversion Hybrid vs. diesel Cash or finance Cost of new car insurance Best time to change car cost and battery life plug-in advantages leasing vs. leasing toyota insurance vs.lexus most reliable cars best time to buy new car reviews prius users prius comparison lexus toyota videos prius analysis mazda3 vs.prius toyota leasing plan keyword researchapartirdel customer journey
98. Attract users back into the conversion funnel.
99. Attract users back into the conversion funnel.
100. Bringing users back into the conversion funnel
101. Bringing users back into the conversion funnel
102. Bringing users back into the conversion funnel
103. Bringing users back into the conversion funnel
104. Bringing users back into the conversion funnel
105. Expertise, authority and credibility of the Web site Tutorials and user guides
106. Search query: “wooden decking for terrace”.
107. Search query: “wooden decking for terrace”.
108. Two options
109. Two options
110. Two “Ready to buy” options
111. Two options “Ready to buy” “I need more information”.
112. Option 1: “Ready to buy”.
113. Option 1: “Ready to buy” “I will buy online”.
114. Option 1: “Ready to buy” “I will buy online” “I will buy at the nearest store”.
115. Option 2: “I need more information”.
116. Option 2: “I need more information” “Is a wood floor better?”
117. Option 2: “I need more information” “Help me choose the best terrace floor” “Is a wooden floor better?”
118. Option 2: “I need more information” “Help me choose the best terrace floor” “Could I install it myself?” “Is a wood floor better?”
119. Let’s bring the visit back to conversion.
120. Let’s bring the visit back to conversion.
121. Let’s bring the visit back to conversion.
122. And… does it work? Visibility We analyze the evolution of global visibility
123. And… does it work? Visibility We analyze how each content subdirectory contributes to overall visibility.
124. And… does it work? Checks the exit points Identifies the user’s points of departure
125. And… does it work? Checks the exit points Identify all possible exit points
126. And… does it work? Check what information the user requires at that moment Check what content the user visits next Does the user go to the help section, to frequently asked questions, to the glossary of terms…?
127. And… does it work? Check internal searches What other information does the user need – and when – in order to make a mature purchase decision?
128. And… it works: traffic, quality and conversion We analyze how each content format contributes to traffic and conversion.
129. An SEO-focused content marketing strategy… IS focused on getting resonant content that attracts links and mentions.
130. Tigersheds: newshacking
131. Tigersheds: newshacking Sometimes, creativity is the best way to achieve original and resonant content.
132. Use tools like BlogsterApp to help you with outreach Sometimes, creativity is the best way to achieve original and resonant content.
133. Use tools such as Buzzsumo to check impact
134. Summing up… @fernandomacia @humanlevel#FTV17
135. Think “out-of-the-box” to discover original and resonant content and formats
136. Identify searches where the competition is not (yet) present… or do it better…
137. Identifies searches that the user needs to answer before making a purchase decision (avoids Web abandonment)
138. Generates related content that drives visits to transactional pages
139. Achieve visibility to potential customers even when they are not looking for us
140. Integrate content into AI to attract more visitors and prevent abandonment
141. SEO CONTENT @fernandomacia @humanlevel
142. Thank you very much anonymous SEO colleagues for the examples 😉
143. Questions
144. Fernando Maciá Domene @fernandomacia General Manager Human Level Communications