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How to Use Search Data to Build Content that Drives Value at Scale
Transcript of How to Use Search Data to Build Content that Drives Value at Scale
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CONTENT MARKETING INTELLIGENCE
#C3NY
HOW TO USE SEARCH DATA TO BUILD CONTENT THAT DRIVES VALUE AT SCALE
VP, Search MarketingGrant Simmons
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#C3NY @simmonet
Grant SimmonsVP of Search MarketingSearch marketer, father, sailor. Though not necessarily in that order when there’s a fair wind.
Hello
@simmonet/in/simmonetwww.grantisms.com
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#C3NY @simmonet
• Real Estate Portal(ahem… we’re not Zillow)
• 10M+ Visits / Month• Private company• Norfolk, VA
@simmonet/in/simmonet
Hello
www.grantisms.com
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#C3NY @simmonet
Let’s Go Back to the Future (2015)
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#C3NY @simmonet
Let’s Go Back to the Future (2015)cat
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NEW YORK CITY | OCTOBER 28-29, 2015
C3 2015 BREAKOUT SESSION
IT AIN'T OVER TILLTHE CAT LADY SINGS
CONTENT-BEYOND-KITTENS & OTHER SEARCH STRATEGIES
VP of Search Marketing& Consumer Engagement
Grant Simmons
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#C3NY @simmonet
The Cat LadyContent Conundrum
@simmonet
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#C3NY @simmonet
Content to somecontent marketersis like...
@simmonet
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#C3NY @simmonet
…cats to a cat lady
@simmonet
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#C3NY @simmonet
…cats to a cat ladyi.e. you can never
have enough
@simmonet
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#C3NY @simmonet
The cat lady content conundrum
More Better
@simmonet
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#C3NY @simmonet
More is not better
(unless you want to fill a litter box)
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http://unop.me/crap
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#C3NY @simmonet
Let’s Go Back to the PRESENT (2017)cat
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CONTENT MARKETING INTELLIGENCE
#C3NY
HOW TO USE SEARCH DATA TO BUILD CONTENT THAT DRIVES VALUE AT SCALE
VP, Search MarketingGrant Simmons
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Tweet this session!
#C3NY@simmonet
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#C3NY @simmonet@simmonet
How Do We Scale Quality?
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#C3NY @simmonetBigger Cats?
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#C3NY @simmonet
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#C3NY @simmonet
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#C3NY @simmonet
Big & Small DataTells StoriesContent Marketing isabout telling a branded story
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#C3NY @simmonet
Data Itself is Not Smart
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#C3NY @simmonet
Data Itself is Not SmartBut it does help tell smart storiesStories = content differentiation
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“Every brand is unique. But if you cannot tell that uniqueness through it’s stories, it
will spend it’s whole life being a fish.”Grant Simmons
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#C3NY @simmonet
• Leverage data• Tell unique stories• Smart• Different• Interesting
• Align with your brand
Don’t be a Fish
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#C3NY @simmonet
Data Cat-egoriesDifferent strokes for different folks
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#C3NY @simmonet
3 Typesof Data
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#C3NY @simmonet
Core SiteData
• Listings• Parts• Products• ‘Free’ datasets
Business | Interaction | Search
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#C3NY @simmonet
UserGenerated
Data
Business | Interaction | Search
• Internal clicks• Purchases• Time on page• Surveys
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#C3NY @simmonet
Site / SearchData
Business | Interaction | Search
• Search engines• Site search• Filters
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#C3NY @simmonet
3 Typesof Data
Business | Interaction | Search
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#C3NY @simmonet
2 Typesof Data
Business | Interaction | Search
today
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#C3NY @simmonet
Business DataStuff you own and / or have access to
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#C3NY @simmonet
Yeah it can be kinda boring raw• But key differentiator• Cat-alog what you have• Cat-alog relevant available data• Align with search intent• Align with search engine opportunities
Business Data
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#C3NY @simmonet
Homes.com
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#C3NY @simmonetWhat Data? What Stories?
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#C3NY @simmonet
• Listings data• Census data
Data Sources
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#C3NY @simmonet
• Lists• Long tail queries• Interesting facts
What are People Looking For?
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#C3NY @simmonet
• Lists• Long tail queries• Interesting facts
What are People Looking For?
Did You Know?A cat’s tail contains approximately 10% of the bones in its body
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#C3NY @simmonet
• Lists• Long tail queries• Interesting facts
What are People Looking For?
Did You Know?A cat’s tail contains approximately 10% of the bones in its body
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#C3NY @simmonet
The “FACETs” ProjectLeveraging Data for the Long Tail
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#C3NY @simmonet
Fully Responsive (Presentation is Key)
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#C3NY @simmonet
City / State Coverage – Census + Listings Data
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#C3NY @simmonet
Lists / List Pages
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#C3NY @simmonet
State-Level Pages / Facets
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#C3NY @simmonet
State-Level Pages / Facets
Auto generated ranking data, dynamic, random
and interesting
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#C3NY @simmonet
State-Level Pages / Facets
Auto generated ‘facets’ based on frequency, listing
counts & user interests
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#C3NY @simmonet
City-Level Pages / Facets
Auto generated ranking data, dynamic, random, relevant and interesting
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#C3NY @simmonet
Descriptive / Phrase Facets
Parsing of descriptionsMapped against phrase set
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#C3NY @simmonet
Descriptive / Phrase Facets
Parsing of descriptionsMapped against phrase set
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#C3NY @simmonet
• Phase 1• Basic internal linking• Limited cities (thin content)
• Phase 2• Expand value of pages (more data)• Add user interaction cues
• Phase 3• Combos
• Based on data
The Long Tail – in Action
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#C3NY @simmonet
The Long Tail – In Action• Lists• Top 10s
• Attributes• Price• Size• Features
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#C3NY @simmonetScales Nicely
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#C3NY @simmonetScales Nicely (& Intelligently)
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#C3NY @simmonet
• What public data exists?• What unique data exists?• What would be worthy?• How can you present it?
Business Data Recap
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#C3NY @simmonet
• How many dog people?• How many cat people?
Quick Survey
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#C3NY @simmonet
• How many dog people?• How many cat people?
Yes. I was a cat.
Quick Survey
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#C3NY @simmonet
Search DataStuff you create and / or is createdfor you through searcher’s behavior
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#C3NY @simmonet
Search Data Is:
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#C3NY @simmonet
Your users telling you stories - You just need to listen
Search Data Is:
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#C3NY @simmonet
Search Data Elements
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#C3NY @simmonet
More Interesting (generally)• Collection & storage• Summarization• Analysis & extraction• Align with user interest• Present with paw-pose
Search Data Elements
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#C3NY @simmonet
Search Data: Your DataCan be a lot of it• But key differentiator• Cat-alog what you have• Analyze the crap outta it• Find interesting stories
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#C3NY @simmonetIt Can Be Imperrfect…
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#C3NY @simmonet
• Demand-side• Intent
Site Search Data
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#C3NY @simmonet
Always Start With ContextContent without Context is Likea Cat Without a Tail
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#C3NY @simmonet
Always Start With ContextWhat’s the breed of cat with no tail?
a question
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#C3NY @simmonet
Always Start With ContextWhat’s interesting?What’s are the goals?
questions
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#C3NY @simmonet
• Start with largest dataset• Easier to see patterns• Validate results
Context – Reference Listing Type
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#C3NY @simmonet
Simple Math
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#C3NY @simmonet
Simple Math
Not Perfect Math.
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#C3NY @simmonet
Popularity (Searches / Habitant)
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#C3NY @simmonet
Map Data Over Time For Trends
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#C3NY @simmonet
Dig Into Data Trends
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#C3NY @simmonet
Overlay otherdata sets formore insights /interesting info
What is your userlooking for??
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#C3NY @simmonet
• Buyers understand offer potential• Sellers understand time to sale• Pricing considerations• Inventory availability
A TON of cool info:• For every city, state, county with data• We call that…
Homes.com “Scarcity Index”
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#C3NY @simmonet
• Buyers understand offer potential• Sellers understand time to sale• Pricing considerations• Inventory availability
A TON of cool info:• For every city, state, county with data• We call that…
Homes.com “Scarcity Index”
SCALE
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#C3NY @simmonet
• No need to stop there!• More analysis can create more insights• You never know what you can find
• Locations over time• Attributes against attributes
Hold On Cowboy!
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#C3NY @simmonet
Keep Digging Into Other Data Points
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#C3NY @simmonet
There is no bad data,
there is only bad
analysis of good data* I’m Innocent
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#C3NY @simmonet
There is no bad data,
there is only bad
analysis of good data* I’m Innocent
*and some bad data
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#C3NY @simmonet@simmonet
If Content is King
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#C3NY @simmonet@simmonet
If Content is King
Then datais the crown
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#C3NY @simmonet
Presenting Data
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#C3NY @simmonet
It’s All About Presentation• Know your audience• Provide value• Targeting• Customization
• Keep It Simple
Or as simple as your audience
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#C3NY @simmonet
• Search data• Survey data• Census data• Jobs data• Housing trends
Simple Visualization of Complex Datasets
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#C3NY @simmonet
• Survey data• Census data
Simple Visualization of Complex Datasets
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#C3NY @simmonet
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#C3NY @simmonet
More is Not Better
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#C3NY @simmonet@simmonet
• Leverage data• Tell unique stories• Smart• Different• Interesting
• Align with your brand
Better is Better
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Thank you!
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#C3NY @simmonet
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#C3NY @simmonet
Grant SimmonsVP of Search MarketingSearch marketer, father, sailor. Though not necessarily in that order when there’s a fair wind.
Thank you
@simmonet/in/simmonetwww.grantisms.com
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#C3NY @simmonet
Grant SimmonsVP of Search MarketingSearch marketer, father, sailor. Though not necessarily in that order when there’s a fair wind.
Thank you
@simmonet/in/simmonetwww.grantisms.com
![Page 98: How to Use Search Data to Build Content that Drives Value at Scale](https://reader036.fdocuments.us/reader036/viewer/2022070521/58f029c31a28ab0b6e8b45e7/html5/thumbnails/98.jpg)
#C3NY @simmonet
• Real Estate Portal(ahem… we’re not Zillow)
• 10M+ Visits / Month• Private company• Norfolk, VA
@simmonet/in/simmonet
Hello
www.grantisms.com
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#C3NY @simmonet@simmonet
Homes.com Content StrategyOur Content / Messaging aspires to / should be:• Different & unique• Position Homes.com as home-buying resource• Valuable• Something fun or a little amusing• Non-lethal• Pass authority• Mobile-friendly
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Homes.com Content Guidelines• Different• Position• Valuable• Fun• Non-lethal• Pass authority• Mobile-friendly
Keepingit simpleIs it / Does it?
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Content Strategy• Guidelines• Planning• Ideation• Scheduling• Execution
Guidelines
Plan
IdeateSchedule
Execute