SEO is an integrated process; implementing and identifying best practices is a continuous effort for a digital team. But is your content strategy heavily focused on what you want to say instead of what your users want to hear? If that’s the case, you might want to rethink how you’re using search insight to reach users.
In this session at SMX East 2016, Michelle Maor, Account Director at an Ogilvy Company, and Laura Ann Mitchell, SEO Manager at Intel, discuss the importance of using search insights to connect with your users and how Intel is evolving from a traditional strategy to focus on the digital native.
Leveraging Search to Create a Unified Customer Experience
If you want to succeed in the ever-changing world of SEO and search, it’s important to move away from what you want to say and transition into what the users want to hear. Michelle Maor explains how this transition is possible through incorporating data into search marketing.
She turned to the SMX crowd and asked, “What happens when you live at the edge?” She continued, “You become a party of one – you become an island, disconnected from the core. And what happens when these islands are actually hundreds and hundreds of websites? You get a plethora of siloed sites spanning over multiple platforms that aren’t talking to each other—which makes it difficult for users to get the content they need quickly andeasily.”
Search made this apparent. Search enables a unified customer journey by strengthening the connection between the different experiences. It allows us to have insights from our searchers so we can fills the gaps and help them along their journey. We can use these insights to connect with our audience and give them what they need when they need it.
The Value of Search
There are two major values of search. The first is that search is a channel. It is one of the most powerful channels to reach our audiences. Another is the insights we get about our audience and how that insight can help inform our content strategy. This tells us what our users need so we can give that to them quickly.
Michelle asked, “Our goal as marketers is to understand and connect with our audience. But how do we gain that understanding?” She continued, “With key insights from search we can determine the best ways to connect with our audience before they ever interact with our brand.”
With search, we can reach more users by listening to their wants and needs. But it’s sometimes easier said than done. How do we adopt this user first approach?
Building the Bond – an Intel Case Study
Laura Ann Mitchell took over the stage to provide a look into the transitioning strategy at Intel that focuses on the user first approach. She begins with, “SEO is not an afterthought. It’s not something that you do, it’s something that falls into place when you do everything else right.”
The image below takes a look at Intel’s solution into the problems content strategy faces in a world dominated by search.
The “New Organic” SEO Speakers
Laura Ann Mitchell, SEO Manager, Intel
Michelle Maor, Account Director, Global Strategies, an Ogilvy Company
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About The Author: Katie is a content marketing specialist at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
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