how to use seo insights for content strategy to drive revenue by margaret nicoll maka digital
DESCRIPTION
SEO and search insights are valuable for identifying what content will drive revenue by solving for your audience's problems. In this presentation, we will review how to identify search insights from Google and how to use that information to create omnichannel ecommerce content strategies. Take a look at examples from UGG Australia and Sanuk footwear to learn how these footwear giants are using content to put their audience first with tightly woven content strategy. To learn more about SEO and insights driven content strategies visit www.MAKAdigital.com.TRANSCRIPT
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MARGARET NICOLL
MAKA Digital
Using Search Insights to Create Revenue Driving Content
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my early years looked a lot like this
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then it looked a lot like this
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create digital happiness
and now it looks like this
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the other fellow first
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what are people searching for?
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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
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1.38million
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timing matters
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build bridges with cupcakes
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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
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Before After
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The Impact
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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
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The Impact
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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…
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LOOKING FOR…
Before After
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The Impact
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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
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Before After
FIT TIPS
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The Impact
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build bridges with cupcakes
put the other fellow first
solve problems
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MARGARET NICOLLMAKA Digital
Link to Presentation: bit.ly/1tt1CxJ
THANK YOU!