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whitedotnet
4 steps to building a data-driven organic search strategyDaniel BianchiniDirector of Services @ White@danielbianchini
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“Not everything that can be counted counts, and not
everything that counts can be counted”
- Albert Einstein
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Dept/Channel Goal
Identify Opportunity
Understanding your audience
Competitor Research
Cre
ate
Str
ate
gy
Obje
ctive
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CAVEAT:
For this presentation, I have analysed the cruise industry
from an aggregator’s perspective.
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Dept/Channel goals need to contribute to the overall
business objective and not be standalone
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Business Objective
Department Objective
Channel Goal
• Become #1 service/provider online
• Increase market share
• Become a thought leader• Increase brand awareness• Increase online sales
• # of thought leadership content pieces
• % of sales YoY• % of brand engagement
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EXAMPLE GOAL:
Increase online visibility and sales through organic search.
Business Objective – Become the number one online cruise aggregator
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ARTICLES
DEMO GUIDESTRENDS
GUIDES
INFOGRAPHIC
EBOOKS
ENEWS
ARTICLES
TRENDS
REPORTS/
WHITE PAPERS
GUIDESINFOGRAPHIC
EBOOKS
ENEWS
PRESS RELEASE
ARTICLES
GUIDES
ENEWS
DEMO GUIDESPRESS RELEASE
REPORTS/
WHITE PAPERGUIDES
PRESS RELEASE
DEMO GUIDES
ARTICLES
ENEWS
Persona 1
Persona 3
Persona 2
Persona 4
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WHAT DO WE KNOW?
Audience is predominantly 60+, likes to travel, and spends more time online than watching TV.
They use multiple devices, receptive of apps, and are
active on social media.
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WHAT DO WE KNOW?
They are regular cruise goers, with a brand and ship loyalty. When researching they use
online articles, guides and news to help with their purchase
decision.
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You should have an idea of your main competitors from your key
stakeholders meeting.
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0
1000
2000
3000
4000
5000
6000
7000
8000
9000
ImagineCruising
ReadersOffers
Cruise 118 PlanetCruise
IGLU Cruise
Total vs Unique Keywords
Unique Keywords Total Keywords
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Competitors Repeat
Keywords Market
Extract new keywords based
on those competitors.
Process new competitors
through SEMrush.
Repeat until you have a
good/complete picture of the
market.
Identify any new competitors the keywords have
unearthed.
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WHAT DO WE KNOW?
The keyword research provided a better understanding of the market as a whole, including identifying those competitors
that were not considered.
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WHAT DO WE KNOW?
Our research shows that competitors are competing in search, email and social but only a few are doing it well.
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Using the data from the competitor research and user
profiling, WILL open up opportunities.
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Don’t target just search volume, but instead look for realistic opportunities that you can achieve consistently.
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Data back from the user survey confirms the information shown from the persona with limited cruise goers coming from those under 35. This can turn into a longer more business focused campaign to change this.
10%
35%
55%
0%
10%
20%
30%
40%
50%
60%
Ever considered acruise holiday
Never considered acruise holiday
I’m over 30 years old
IF YOU ARE 30 YEARS OLD OR UNDER HAVE YOU:
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Content that has the most engagement, through both social media and comments is content that makes the news.
Creating a content calendar, that allows you to be flexible will enable you to create timely content that will be shared.
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Dept/Channel Goal
Have identified opportunity
Understand the audience
You’ve done your competitor
research Tim
e t
o c
reate
your
str
ate
gy
Busin
eess
Obje
ctive