You’ve dedicated countless hours to creating the perfect piece of content — but how do you get your audience to read it and even better, move further down the funnel?
Content promotion has so many moving parts and it’s easy to get overwhelmed. That's why we’ve brought two promotional experts together to show you the way. They’ll explain their tried-and-tested strategies to market your content to its fullest potential and capture fresh new leads in the process.
Plus, they’ll share innovative tips on how to refresh and reuse past content to use as lead generation machines – to save you time and money.
You'll learn:
-How to structure content for high organic rankings
-How to use targeted social ads to promote content
-How to turn content into a lead generation machine
-How to use content and social advertising to boost PPC
6. #ContentToCustomers
Quality Score impacts your CPC.
Discounted by 30.00%
Discounted by 22.20%
Discounted by 12.50%
GOOGLE BENCHMARK
Increased by 16.700%
Increased by 40.00%
Increased by 75.00%
Increased by 133.00%
Increased by 250.00%
Increased by 600.00%
YOU SAVE
YOU PAY
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7. #ContentToCustomers
Holly Miller
Director of Professional Services
Holly delivers SEO insights to some of the world’s largest
brands as a member of the Searchmetrics Professional
Services team. A true SEO lover, Holly draws her enthusiasm
for search from a diverse set of professional experiences in
online marketing from communications to creative agency
work.
@millertime_baby
8. #ContentToCustomers
The need for speed
@millertime_baby
The top 10 websites load at
1.10 seconds for mobile and
1.16 seconds for desktop
(2015 Ranking Factors Study)
9. #ContentToCustomers
Are you Mobile-Friendly ?
http://bit.do/mobilefriendlytest
@millertime_baby
Google Developer Tools
Mobile-Friendly Test:
http://bit.do/webpagetestWebpagetest.org:
40%of customers abandon a
website that takes >3
seconds to load
(KISSmetrics)
Test your site speed:
15. #ContentToCustomers
@millertime_baby
“The content on higher ranking pages is
better structured, contains more
interactive elements and is thus more
comprehensible and interpretable for
both users and the bot.”
Structure matters
(2015 Ranking Factors Study)
17. #ContentToCustomers
Proof Terms for
‘online dating’
‘matchmaking’
‘online dating
reviews’
’relationships’
Words or phrases that must be used when discussing a particular topic
@millertime_baby
18. #ContentToCustomers
Relevant Terms for
‘online dating’
‘okcupid’ ‘use statistics’ ‘reviews’
@millertime_baby
Keywords that suggest to Google that you’re providing
comprehensive coverage of a topic
19. #ContentToCustomers
@millertime_baby
http://bit.do/searchquality
Google Search Quality
Rater Guidelines:
Search Quality
Rater Guidelines
Content has become more holistic! Proof terms are still relevant, but the
percentage of relevant terms on high ranking websites has steadily increased.
Ranking Factors
Study
http://bit.do/rankingfactorsRanking Factors
Study:
E-A-T is incredibly important to
achieving high page quality:
pages need enough expertise
to be authoritative and
trustworthy on their topic
20. #ContentToCustomers
@millertime_baby
Get the basics rightFast loading, mobile friendly sites perform better.
Answer the question!Make sure your landing page meets the need of your consumer
Focus on page qualityUsing ‘proof’ and ‘relevant’ terms sends quality signals to Google
Write for the right queryDevelop content that matches the query intent: informational vs. transactional.
Remember: Reach out
any time!