SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Content Marketing

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@dawnieando #seoandlove
Dawn Anderson
www.seoandlove.it
Dawn Anderson – Relatore di SEO&LOVE 2017
www.seoandlove.it/relatori/dawn-anderson
Digital Marketing Search Lecturer & Strategist, International SEO Consultant
Libro SEO: SEO e SEM Guida Avanzata al Web Marketing 4° Edizione
www.move-it-marketing.co.uk/
Move It Marketing UK and international coverage digital marketing agency specialising in SEO
and content marketing
Dawn AndersonDawn Anderson Pg Dip DigM | LinkedIn
https://uk.linkedin.com/in/msdawnanderson
UK, EU and Northern Digital Search Awards Judge
University Lecturer at Manchester Metropolitan University on Search and Digital Marketing
Mi sento seo&lover
From Manchester, UK with a dog called Bert

Winning The Micro-Moments On
Wordpress - A Pomeranian Tale
Meet Bert

The Customer Journey Has Changed

Continuums Of Behaviour
The Old Customer Decision Journey
Times Have Changed
Source: McKinsey - http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-
consumer-decision-journey
Linear
Pre-2009

McKinsey Customer Journey Model
Alternative Funnel
The customer
journey is no
longer linear but
cyclical
Around 2009

Zero Moment Of Truth
Understand Predictable Target Audience Behaviour
2011
https://www.thinkwithgoogle.com/collections/zero-moment-truth.html

Fragmentation via Mobile
The Zero Moment of Truth Is Now Many Micro-Moments
2014 -> Now
“an intent-driven moment of decision
making” Google (2015)

Fragmentation via Mobile
The Zero Moment of Truth Is Now Many Micro-Moments
I want to
know
I want to
go
I want to
buy

’Almost 98% of visits are people
window shopping or browsing online’
Average ecommerce conversion
rates are around 2%

900 ‘Micro-Moments’ To Buy A Car
900 Chances to Engage
Source: https://www.thinkwithgoogle.com/articles/consumer-car-buying-process-reveals-auto-marketing-
opportunities.html

’Being There’ Give Little Guys Advantage
You can beat big brands with micro-moments
Good
News

RACE
REACH
ACT
CONVERT
ENGAGE
http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-
marketing/
Navigating our way with
RACE digital framework

REACH
Exploration - Ideas
marketing/
They’re not sure
what they need or
want at this stage
Answer the
questions
Suggest the
options for
consideration
Likely just a step toward
users ‘bigger goals’
Low conversion
probability
I want ideas moments

ACT
Decision Making
marketing/
They’re looking
around for ‘BEST’
and ‘COMPARE’
Looking for
‘REVIEWS’
Suggest
comparisons,
calculators,
estimators
Closer to a
conversion
They’re refining their choices
I want to know
moments

CONVERT
Intent to Purchase
marketing/
Sales Pages
Pricing Tables
Delivery
terms, finance
options, ‘shop’
intent
Ready to convert
They know what they want
I want to buy
moments

ADVOCACY
Paying It Forward
marketing/
How else can we
help?
Continued
knowledge
growing
Tribe building
It’s often where the
links come from
Recommend you to others
Continuing custom

How Can Wordpress Help
You To Be There To
Win The Micro-Moments?’

Wordpress Has Grown Up
It’s No Longer ‘Just A Blogging Platform’

Wordpress Posting Activity
Huge Growth
WordPress powers more
than 24% of the web

Be There - Be Safe

Be Safe
Web Security Is Vital
Sucuri analysis
of 8,000 hacked
websites Q3
2016
https://blog.sucuri.net/2017/01/hacked-
website-report-2016q3.html
74% were
Wordpress sites

Be Safe
61% of
Wordpress
Applications
were out of date
https://blog.sucuri.net/2017/01/hacked-
website-report-2016q3.html
It’s increasing

Be Safe
To Do List
1. Update plugins
2. Update themes
3. Update core (particularly when there are security updates)
4. Avoid installing plugins no longer patched
5. Avoid installing plugins no longer actively developed or maintained
6. Check reviews on plugins before installing
7. Deactivate / delete unused plugins
8. Use all round security plugins such as Wordfence
9. Consider moving to HTTPS (minor ranking boost too)

Be Safe
It’s not got 1 million+
installs for nothing

Be There, Be Safe
Consider HTTPS

Be There, Be Safe
Updating URLs from e.g.
HTTP to HTTPS
UPDATE wp_options SET option_value = replace(option_value,
'http://www.old-domain.com','https://www.new-domain.com') WHERE option_name = 'home'
OR option_name = 'siteurl';;
UPDATE wp_posts SET guid = replace(guid, 'http://www.old-domain.com','https://www.new-
domain.com');;
UPDATE wp_posts SET
post_content = replace(post_content, 'http://www.old-domain.com', 'https://www.new-domain.com');;
UPDATE wp_postmeta SET
meta_value = replace(meta_value, 'http://www.old-domain.com','https://www.new-domain.com’);;
If You Do Switch

Be There, Be Safe
Switch Internal Links Easily
Alternatively Use This
Plugin When Updating
URLs from e.g. HTTP to
HTTPS

Be There - Be Fast

Be There – Be Fast
Ain’t Nobody Got Time For Slow Sites

Short Attention Span
Fighting For Attention
Humans average
attention span has
dropped to 9 seconds
Less than a
goldfish
Expectations are
high. Patience is
low

Short Attention Span
Especially On Mobile
Source: Doubleclick -> https://www.doubleclickbygoogle.com/articles/mobile-speed-matters/

GTMetrix & Pingdom Speed Test
Combine Page Speed Tests

GTMetrix
Combine Page
Speed Tests

Speeding Up Wordpress Sites
To Do List
1. Remove unnecessary plugins and head code
2. Use image compression
3. Enable Gzip compression at .htaccess, plugin
or caching plugin
4. Make things small - Minify CSS and Javascript
5. Use caching
6. Resize images (small) before uploading
7. Don’t treat Plugins like sweeties

Image Compression Zoominess
Ain’t Nobody Got Time For Slow Sites

Compression
Compress ALL The Things
https://varvy.com/pagespeed/enable-compression.html
Enable gzip compression via
caching plugins, .htaccess or
via compression plugins
Make things small

Caching
Serve information from a cache

Know Where To Be – And When

Build A Moments Map
Understand Predictable Target Audience
Behaviour
Be Ready When Needed
Dog or
cat?
What
breed?
What
cost?
Where to
buy?
Dogs &
cats
together
Dog
friendly
bars
Can I care
for it?
Dog
sitters
Dog
clothes
Breeding
dogs

KEYWORD
Dog Breeds
KEYWORD
Small Dog
Breeds
KEYWORD
Pomeranian
Dog
Breeders
KEYWORD
Reputable
Pomeranian
Dog
Breeders
Manchester
List of
potential
breeds
Refined with
an attribute
selected
Decide on
where to get
dog
Refining further
With Location
And trust values
THEORETICAL CONVERSION RATE
5% 6% 8% 35%
Keyword Search Behaviour
Increasingly refined and hunting intent

Sharon Osbourne’s Dog
X Factor
Remember
Semantics and
Relationships

Be There - Be Useful

Find The Questions – Answer The Public
What Are People Asking?

Pomeranian Questions
What Are People
Asking About
Pomeranians?
http://answerthepubl
ic.com/seeds/454d2
06024fead7190d9

What Are People Asking?

What Are People
Asking About
Pomeranians?
• Why?
• How?
• Which?
• Where?
• What?
• When?

Answer The Questions
DW Question & Answer

When and Where Have Special
Intent
• When == temporal
• Where == Location Temporal
Location

Understand Formats Related To
Intent In Search Rankings

Dog Breeds Search Query
Researched Lists

What Are Pomeranians Like?
What == data
& information

Giving A Pomeranian A Hair Cut
Video, Images and Instructions
Instructional

Caring For Pomeranians
Video and instructions
Further questions
Related questions

Know What Content & Format Is
Appropriate

Inspire, Entertain, Educate, Convince
The Matrix
http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-
matrix-new-infographic/attachment/content-matrix/
• Entertain
• Inspire
• Educate
• Convince

Be Helpful In Different Formats
People Learn Differently
4 main learning styles
• Visual
• Auditory
• Reading & Writing
• Kinesthetic
People have different content
consumption preferences

Be Organised And Optimized

Be Optimized And Organised
Don’t Be A Jumble Sale Site – Take The Easy First Step
It’s not got 1 million+
installs for nothing
Use Strong Topical
Hub Themes And
‘Help’ ’Hub’ ‘Hero’
Content Frameworks
too

Be Always Monitoring Everything
Don’t Drop The Ball
Take technical SEO
seriously
Set up scheduled
crawls and
customised reports

Be Accessible And Readable

Readability Matters
It’s Not Just About Rankings
Source: https://yoast.com/flesch-reading-ease-score/
Source: https://www.gov.uk/guidance/content-design/writing-for-gov-uk

Write For A 9 Year Old
How People Read
• Use common words
• Use short words over long words
• Understand average reading skills
• Explain the unusual
• Use short sentences
• Capital letters are harder to read
• Not everyone understands ampersands &
Source: https://www.gov.uk/guidance/content-design/writing-for-gov-uk
Users have time to read
at most 28% of the words
during an average visit;
20% is more likely

Make Beautiful Posts And Pages
Without A Line of Code

Beaver Builder
Modular SEO Power
Basic
Premium
So many
features &
different
content options
No code
needed

Beaver Builder
Modular SEO Power
Basic
Build rows and
columns (No
code needed)
No code
needed

Help People With Their ‘Onward
Moments’ Journey
Pass strong hints on context to
search engines too

Link Sideways – Add Context
Linked Custom Menus Help With More Moments
Give clues to search
engines too Home
Hero Hub Help
Sub Sub Sub Sub Sub Sub Sub
Rel Rel Rel Rel Rel Rel Rel Rel Rel Rel Rel Rel
Relevant post titles
make excellent
contextual anchors
Emphasise URL ‘importance’

Beautiful Auntie and Uncle Internal Linking
Beaver Builder Posts Carousels
Build relevant modules and
row
Help users meet
other ‘micro-
moments’
Build a flurry of
relevance via an internal
anchor text cloud

Posts Slider Module - Beaver Builder
Cross Modular Internal Linking Is The Dogs
http://kb.wpbeaverbuilder.com/article/67-posts-posts-carousel-and-posts-slider-modules-
overview

Be There ‘On The Go’

Be There On Mobile
Mobile is now and the future
• Traffic from wireless and mobile
devices will account for two-thirds of
total IP traffic by 2020 (Cisco)
• Searches on mobile now exceeed
desktop
• The mobile first index is in the
pipeline
Source: http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-
paper-c11-481360.html

Mobile Search Queries
56% of ‘on the go queries’ have location intent
• Where?
• What?
• When?
But remember… People are also using ‘on the go’
moments to research small things towards bigger
goals

Events Manager
Help Them Find ‘What’, ‘Where’ and When’ To Go
• Dog shows
• Dog friendly events
Event Calendars
FTW

Directory
Help Them Find The Places
https://wpgeodirectory.com/
Location based query

Be Useful With Images

Some Info On
Visual Content
Images FTW
• With relevant images, readers spend more
time looking at the images than reading the
page text. (Nielsen)
• People do 323% better following directions
with illustration than without illustrations
• Tweets with images get 150% more retweets
than without (Buffer). Facebook posts 2.3x
more with images (Buzzsumo)

In Search - Inspiration == Images
In social images
get more
engagement
Search
https://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.0000vgw3ss32oexdsk51mhh93bjov

Inspiration == Images

Inspiration
Pinterest Embed
When people are
searching for
inspiration it’s
usually image
heavy pages that
rank

Create
galleries with
Beaver Builder
Create Image
Laden Posts
Carousels
Galleries And Image Posts
Create Image
Laden Posts
Sliders
No Code Needed

Image Search
Be There
And people also
use Image
Search too JJ
There are spoils
to be had

Be Useful With Engaging Content
(e.g. Calculators & Polls)
Involve the audience

Make
content
create
content
Engage
Polls and Calculators
Involve the audience
You might just get some
links

Be Useful With Video

‘It would take an individual more than 5
million years to watch the amount of
video that will cross global IP networks
each month in 2020’ (Cisco)
Growth of Video

IP video traffic will be
82 percent of all
consumer Internet
traffic by 2020
Video on Wordpress
People spend on
average 2.6x
more time on
pages with video
than without

‘Right Now, people all over the world
are trying to make the most of every
moment’
Google Micro-Moments

‘Are you fast?’
‘Are you safe?’
’Are you helpful?’
‘In a range of formats?’
‘To cater for all learning styles?’
ARE YOU THERE
WHEN NEEDED?

‘Thanks for Listening’

GRAZIE PER L’ATTENZIONE
Con il patrocinio del Comune di Verona
Assessorato al Commercio

SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Content Marketing

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