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.
6. what are people searching for?
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7. 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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12. The Insight
1.38 M Consumer Searches / Year
5,000 Customer Calls
Off brand misinformed content dominated the digital conversation
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The Opportunity
Authentically own the conversation
Drive visits & revenue
Listen, respond & build trust
20. UGG STYLE GUIDE
The Insight
371 k consumer searches / year
Consumers need to be shown how to wear product
The Opportunity
Drive new prospects to the brand
Increase conversions through useful, relevant content
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25. LOOKING FOR…
The Insight
Users 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 Opportunity
Create a conversions out of ‘style searchers’
Provide a positive UX
Provide CRC and prospects with relevant, useful content
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28. FIT TIPS
The Insight
500,000 Google searches / year for ‘UGG Sizing’ queries
The Opportunity
Provide users with a positive UX
Reduce costs associated with fit and sizing issues
Increase conversion rates
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31. put the other fellow first
solve problems
build bridges with cupcakes
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32. THANK YOU!
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MARGARET NICOLL
MAKA Digital
Link to Presentation: bit.ly/1tt1CxJ
Editor's Notes
Welcome Virtual Audience
We met them on social….
Here’s the thing though – because we took the time to understand our audience and where they needed us to have these conversations, we also knew that they were consuming content in different ways on mobile, ipads, and on different platforms so it was important that we created manifestations of that content to support those behaviors.
This mean, on Pinterest, creating a long, vertical visual step by step Results = 4k repins
Facebook, we needed a stronger CTA, the formatting of posts made it more difficult to give all the instructions, so our goal was to drive users to watch the video. Results = 14k likes, 2,049 shares…this is what we care about…shares.
This is also an important time to note that we didn’t put a dime towards paid promotion. We did this for a reason. It was to get a true baseline of if we offered up the content that we knew this audience needed to hear from us, how will it do on its own? How will it perform without us skewing that data. Yes, you can see paid / owned support, but we felt it was important to test this and let it live on its own.