[NOT PROVIDED] You Shouldn’t Take it So Hard Eitan Helman SMX Jerusalem, 2014
May 24, 2015
[NOT PROVIDED]
You Shouldn’t Take it So Hard
Eitan Helman
SMX Jerusalem, 2014
WHY ???
IT IS
Maybe We Need to…
I’ll Explain
Was All About
We Were Building
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
KEYWORD XXX
But
We Were Building
Doorway
Poor Content
This
Doesn’t Work
The Keywords Approach
Here is My
#1
KWs Research Market Research
#2
Map Your Market KWs Market Topics /
Content
#3 Consolidate KWs by Groups / Themes
Family AAA
•KW A1•KW A2•KW A3•KW A4
Family BBB
•KW B1•KW B2•KW B3•KW B4
Family CCC
•KW C1•KW C2•KW C3•KW C4
Family DDD
•KW D1•KW D2•KW D3•KW D4
Family EEE
•KW E1•KW E2•KW E3•KW E4
Family FFF
•KW F1•KW F2•KW F3•KW F4
Family GGG
•KW G1•KW G2•KW G3•KW G4
Family HHH
•KW H1•KW H2•KW H3•KW H4
#4 Recognize the Groups with the Highest
PotentialFamily AAA
•KW A1•KW A2•KW A3•KW A4
Family BBB
•KW B1•KW B2•KW B3•KW B4
Family CCC
•KW C1•KW C2•KW C3•KW C4
Family DDD
•KW D1•KW D2•KW D3•KW D4
Family EEE
•KW E1•KW E2•KW E3•KW E4
Family FFF
•KW F1•KW F2•KW F3•KW F4
Family GGG
•KW G1•KW G2•KW G3•KW G4
Family HHH
•KW H1•KW H2•KW H3•KW H4
Sum Number of Monthly
Searches
+Implicit User Intent
+Probability to Convert
=Highest Potential
We Want the Market
Main Groups / Themes
Not The Main Keywords
Working on the
Main Groups / Themes
#5 Strategize & Plan the Content for the Main Groups
Family AAA
•KW A1•KW A2•KW A3•KW A4
Family BBB
•KW B1•KW B2•KW B3•KW B4
Family CCC
•KW C1•KW C2•KW C3•KW C4
Family DDD
•KW D1•KW D2•KW D3•KW D4
Family EEE
•KW E1•KW E2•KW E3•KW E4
Family FFF
•KW F1•KW F2•KW F3•KW F4
Family GGG
•KW G1•KW G2•KW G3•KW G4
Family HHH
•KW H1•KW H2•KW H3•KW H4
ContentAAA
ContentCCC
ContentDDD
ContentFFF
ContentHHH
#5 Strategize & Plan the Content for the Main Groups
Think of What Users
Want
Create Amazing Content
Give Added Value
#6
ContentCCC
ContentDDD
ContentFFF
Create & Structure Your On Site Content for the Main Groups
Home Page
ContentAAA
ArticleA1
ArticleA2
ArticleA3
ContentCCC
ArticleC1
ArticleC2
ArticleC3
ContentDDD
ArticleD1
ArticleD1.1
ArticleD3
#7
ContentCCC
ContentDDD
ContentFFF
Distribute Your Main Groups On Site Content
Earn Links, Drive Traffic, Build Authority & Branding
#8
ContentCCC
ContentDDD
ContentFFF
Work on Your Main Groups Press Releases
Earn Links, Drive Traffic, Build Authority & Branding
#9
ContentCCC
ContentDDD
ContentFFF
Try to Contribute / Create Relevant Content on 3rd Party
Sites
Earn Links, Drive Traffic, Build Authority & Branding
#10
ContentCCC
ContentDDD
ContentFFF
Monitor Rankings, KPIs & Users Behavior to Fine Tune
Content
Working on the
Small Groups / Individual
KWs
#11
ContentCCC
ContentDDD
Create Great Content in Your Blog / Social Channels to
Target Small Groups / Individual KWs
So