Everything in SEO is directly or indirectly related to content. Just think about that for a second or two. Everything from how we attract, engage and convert consumers is centred around content. This session will explore how to grow your bottom line by creating knockout on-site content that delivers on both traffic and conversion fronts by simply understanding your consumers.

1. @davefreeman@davefreeman
Creating knockout on-
site content by simply
understanding your
consumers

2. @davefreeman@davefreeman
Why listen to what I’ve got to say?
Group Head of
SEO
(6 months –
current)
Columnist
(1 year – current)
Head of SEO
(7 years)
Senior SEO
Strategist
(3 years)

3. @davefreeman@davefreeman
I’ve driven organic search success for a host of
global and national brands including:

4. @davefreeman@davefreeman

5. @davefreeman@davefreeman
Everything in SEO is directly or indirectly
related to content
Site
speed
Inbound
links
CTA’s Sitemaps
Navigation Duplication Checkout URLs
Status
codes
Indexation
Knowledge
Graph
IA
Internal
links
Forms
Cross
device
Relevance UX Localisation AMP

6. @davefreeman@davefreeman
It’s critical to think beyond SEO as just driving
traffic…
Attract ConvertEngage

7. @davefreeman@davefreeman
And that link building is not the answer to every
performance challenge

8. @davefreeman@davefreeman
Great SEO is about
creating the perfect
consumer experience
through content

9. @davefreeman@davefreeman
From the search engines through to purchase

10. @davefreeman@davefreeman
Across the devices consumers use to access
your content

11. @davefreeman@davefreeman
If your content fails at any of these stages
consumers are lost
Attract ConvertEngageDevice
Not visible to
consumers in the
search engines
Consumers bounce
due to poor
experience
Consumers bounce
as missing the right
content in the right
format
Missed conversions
due to lack of CTA’s
or barriers within
checkout process

12. @davefreeman@davefreeman
Yet too often the
question is ‘how do
we optimise
content for the
search engines?’

13. @davefreeman@davefreeman
When it needs to
be ‘how do we
optimise for
consumers?’

14. @davefreeman@davefreeman
OK, but how?

15. @davefreeman@davefreeman
Create or re-shape your on-site content
strategy
“Adapt to your customers needs.
They expect it.”
Scott Abel
“It’s not that we need more content: we need
more relevant content.”
Jason Miller
”There’s no shortage of remarkable ideas,
what’s missing is the will to execute them.”
Seth Godin
“Be the best answer”
Lee Odden

16. @davefreeman@davefreeman
It needs to be multi-faceted and tailored
across differing products/site sections
Consumer
insight
Devices
Consumer
journey
Search &
competitor
insight
IntentFormat

17. @davefreeman@davefreeman
Build a picture of your consumers

18. @davefreeman@davefreeman
Focus on the funnel to understand the
consumer journey…
DEMAND
CREATION
DEMAND
CONVERSIONCONSIDER
ENJOY
PURCHASE
UNAWARE AWARE
UNDERSTAND

19. @davefreeman@davefreeman
And consumers content needs at each stage
UNAWARE
Not active in market
AWARE
Entering market
UDERSTAND
Looking for solutions
CONSIDER
Seeking advice to narrow
shortlist
BUY
Looking to purchase
Enjoy
Looking to repeat
purchase
Attract and Inspire
Educate
Motivate
Convince
Convert
Support
Stage of consumer journey &
intent
Role of content

20. @davefreeman@davefreeman
Augment this with additional data to map
content gaps and requirements
Paid
search
keyword
insight
On-site
search
data
Google
Keyword
Planner
Ahrefs
Content
Explorer
Competitor
research

21. @davefreeman
Image here
@davefreeman
Identify the optimal format for your content
JUST GOOGLE IT

22. @davefreeman@davefreeman
Create your content based around intent rather than the search
query as consumer intent, not query, powers todays search results.

23. @davefreeman@davefreeman
Add appropriate calls to action aligned to that
intent
What is the next intended
action for the consumer?
Ensure the next step is clear
and easy to action

24. @davefreeman@davefreeman
Don’t forget we’re focussed on the consumer
search experience

25. @davefreeman@davefreeman
A great page title, Meta Description and H1 can
make a big difference
Conversion
Ranking

26. @davefreeman@davefreeman
Treatwell: across a large set of pages, simple
title, Meta and H1 optimisation made a big
difference…
Average ranking
6.6% increase
CTR
6.7% increase
Bounce rate
0.37% decrease
Conversion rate
31% increase

27. @davefreeman@davefreeman
Which is why it’s important to understand
marginal gains theory

28. @davefreeman@davefreeman
Finally, ensure
the relevant
technical
optimisation is
present
There’s a bunch of great talks on
this area today.

29. @davefreeman@davefreeman
This approach propelled Kia to No1 in organic
search market share
First manufacturer to launch category pages
Placed reviews front and center
No link building required to achieve this

30. @davefreeman@davefreeman
Nationwide also gained No1 organic market
share vs. direct competitors following these
principals
Titles and Meta Description optimised using
paid search insight
Editorial focus on guides and life stage
content
No link building required to achieve this
Consumer focused IA and navigation to
surface the most relevant content

31. @davefreeman@davefreeman
In summary
Test content to maximise traffic and conversion rate
Discover content needs across all stages of the content journey from the search
engine through to conversion
Create content for the consumer not the search engine
Identify the optimal format for your content

32. @davefreeman@davefreeman
Thank youdavid.freeman@treatwell.com
@davefreeman