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The Death of 'SEO Content'

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Clark Boyd
Clark Boyd

The world's biggest businesses go into forensic detail in their branding strategies. And yet, their landing pages show no sign of these carefully crafted brand voices. As we move into a more sophisticated era of search, simply stringing keywords together with a few prepositions will no longer suffice. With voice and visual search on the rise, the SEO industry is in danger of being left behind in the content space. The branding specialists will take over if we don't up our game.

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THE DEATH OF 'SEO CONTENT' C L A R K B O Y D , C A N D I D D I G I T A L I T ' S A B O U T T I M E , R E A L L Y .
Setting the scene -Brands invest huge sums in content marketing - So what is 'SEO content'? - The intensifying battle for audience attention A game (Admittedly, not a very exciting one) - Guess the brand from its 'credit cards' content How we got here - Why does 'SEO content' happen? - Why it's not good enough any more How we'll move forward - The synthesis of branding and performance marketing - Opportunities today DISCUSSION POINTS THE DEATH OF 'SEO CONTENT'
36% of UK marketing budgets is spent on content marketing. 82% of consumers will click on a search result because they know the brand. (https://contentmarketinginstitute.com/wp- content/uploads/2016/12/2017_UK_Research_FINAL.pdf) (https://www.redcmarketing.com/secret-life-of-search/)
Basically: keywords strung together by prepositions, often written by a junior SEO. WHAT IS SEO CONTENT? LANDING PAGE COPY CREATED WITH THE PURPOSE OF RANKING VIA ORGANIC SEARCH.
The SEO Content block is typically filled with something like the below: "Our Converse styles range from sporty, retro or classic, to bold, daring and individual. A variety of collections is on offer in our shoe sale including the All Star, One Star and Jack Purcell all of which come in a selection of materials and colours. Take advantage of the Converse sale and get stylish trainers at a discounted price!" This can also appear at the bottom of the page, or sometimes in the sidebar. No-one talks like this and no-one likes to read this content. It is written 'for SEO', but SEO has changed. As the following slide shows, consumers will simply move on to another site if they are met by a sub-par experience. It therefore seems oddly cavalier to put so much keyword- infused content on vital acquisition pages. Yet, many of the world's largest brands do so. SEO Content LOGO PRODUCT DETAILS PRODUCT DETAILS PRODUCT DETAILS THE SEO CONTENT PAGE
Online journeys are frictionless; consumers can move from store to store in a way they could not offline. This puts a premium on attention, as consumers will simply move on if the experience is not up to expectation. 79% of people who don’t like what they find on one site will go back and search for another site. (Adobe) As we can see on the left, consumers visit major retailers for a range of reasons. There is no clear pattern of researching in one place, then purchasing in another. Consumers go where they must to find the information they want. SEO doesn't stop once we get the user to click through to our website or app. THE CONSUMER JOURNEY IS NON- LINEAR AND DEFINED BY CHOICE (Data from 'Era of Ecommerce' report by ClickZ and Catalyst, October 2018.)
A GAME (ADMITTEDLY, NOT A VERY EXCITING ONE)
The following 3 slides each contain the introductory paragraph from the credit cards page of a major issuer in the UK. Try to guess which piece of content is from each company.
The Death of 'SEO Content'
The Death of 'SEO Content'
The Death of 'SEO Content'
Given the huge marketing budget at each company's disposal, it is surprising that they accept this bland content on such a crucial acquisition page. There is no trace of a brand identity here, or even of an attempt to persuade potential customers. Yet, this is the first content consumers see when they arrive on the page. We wouldn't see this on their TV advertising, so why does it happen online? As consumers talk to their devices more, the negative impact of this meaningless content will intensify. THE BIG REVEAL
"A credit card is a convenient and flexible way of borrowing money, which lets you make purchases that you can pay for in the future. Before you take out a credit card, it’s important to be aware of the potential costs and ensure that you only borrow what you can afford to pay back. To get the most out of your credit card it’s important you’re able to meet your payment dates and ideally pay in full every month." Should I get a Barclaycard credit card? Consumers are starting to expect conversational experiences. It's great for brands if they ask these questions, but only if the brand provides a suitable answer. Exchanges like the one above will become increasingly common; at present, brands are providing 'SEO content' answers that were designed to hit a word count. ....Ok. That was weird. Bye, Google.
David Ogilvy "BRAND IMAGE MEANS PERSONALITY. EVERY ADVERTISEMENT SHOULD BE THOUGHT OF AS A CONTRIBUTION TO THE BRAND IMAGE." TIME FOR A QUOTE
The Death of 'SEO Content'
The Death of 'SEO Content'
GEICO spends in excess of $1 billion each year on advertising. Their carefully crafted brand permeates all of their online and offline media, but their product landing pages are plagued by 'SEO content'. Imagine this content is read by a smart speaker; it will do little to increase GEICO's sales.
WHY SEO CONTENT HAPPENS (AND WHY IT'S NOT GOOD ENOUGH ANY MORE)
WHY 'SEO CONTENT' HAPPENS There is an understanding within companies that the SEO team knows how to get content to rank. As a result, SEOs are given the freedom to create landing page copy. SEOs create content based on their data sources, which other teams typically do not use. Content is written based on search trends with the aim of communicating with search bots. The assumption is that the benefits 'SEO content' brings (better SEO rankings; more traffic; more sales) will outweigh the negatives of placing below-par content on landing pages.
WHY IT ISN'T GOOD ENOUGH ANY MORE First impressions count Particularly on a mobile screen, there is no space to waste with repetitive keywords and synonyms. Consumers have a perception of a brand in mind; they expect all content to demonstrate this identity. SEO has changed SEO content was vital for rankings. However, those days are gone; Google's NLP and computer vision capabilities have improved significantly. It is possible to rank for competitive terms using multimedia content that talks to people, not just bots. In fact, it is much more successful and contributes to a positive user experience. Consumer behaviours are shifting As consumers access content through voice and visual search, brands need to create suitable assets. Schema.org formats like Speakable point to a future where content will be read out. Having a 'brand voice' is a genuine requirement now.
CONSUMERS ARE INFLUENCED BY VISUAL MEDIA Increasingly, consumers discover new brands and products through social media rather than search. This shapes the rest of the purchase journey, with younger consumers more likely to expect visual content. The world of '10 blue links' is disappearing fast, with Google adding more visual elements to the SERP all the time. (Question: Where do you typically discover new brands?, Era of Ecommerce report, ClickZ/Catalyst) KEYWORD MATCHING IS DEAD 93% of search queries have a search volume of 10 or less per month. (Ahrefs, 2019). The onus should now be placed on creating content for consumer intent states, rather than using overly-simplistic 'personas'. The range of intent states is slow to change; it is expressed in new ways as new technologies emerge. This is a more productive approach than simply matching keywords in copy to popular queries.
DATA FROM SPARKTORO/JUMPSHOT 64% OF MOBILE SEARCHES DO NOT RESULT IN A CLICK THE RISE OF NO- CLICK SEARCHES Marketers need to consider how to influence their audience within the search results. Moreover, we must decide how to measure the impact of these interactions. Current models rely on actions (clicks, shares, page exits), but here we are dealing with impressions. June '18 July August September 75% 50% 25% 0% Mobile Desktop
THE DEATH OF 'SEO CONTENT' The concept of 'SEO rankings' has changed dramatically. There are 40+ different SERP features today and Google will introduce more visual elements in the coming months. An SEO content strategy should encompass images, audio, video, and the knowledge graph. DESKTOP SERP INFLUENCING BEHAVIOUR WITHOUT CLICKS
THE DEATH OF 'SEO CONTENT' Content strategy should consider the SERP on both mobile and desktop. The image on the right for the query [credit cards] shows just how similar the results are. Capturing attention should be essential in any marketing strategy, but we have fallen into the trap of believing this text is required for SEO success. Every brand looks identical here. MOBILE SEARCH MAKING AN IMPRESSION ON THE SERPS
Presentations are communication tools that can be demonstrations, lectures, speeches, reports, and more. Most of the time, they’re presented before an audience. They have a variety of purposes, making them powerful tools for convincing. SOCIAL AND MOBILE MARKETING ANNOUNCE, LISTEN, AND ENGAGE The ongoing rise of 'personal search' (reported above by Google) opens new opportunities to connect with individuals. People are asking very specific questions and, therefore, expecting bespoke answers. The brands that can use data and content to deliver will steall a march on the competition.
HOW TO MERGE BRAND AND PERFORMANCE MARKETING THROUGH CONTENT
MAINTAINING BRAND IDENTITY THROUGH PERFORMANCE CHANNELS PROCESS FOR DEVELOPING BRANDED SEARCH CONTENT Messaging and positioning Search teams must work alongside brand marketers to understand the brand voice, The right metrics We need new metrics for a new age of search. Work to develop an overarching brand measurement strategy. Crafting a story Develop a map of the brand touch points a consumer will encounter, then decide how to synthesise brand with performance at each stage. Use search audience data Content should still be informed by search trends, of course. Use paid search and Analytics data to deliver on audience expectations.
Teambit uses its homepage to tell a story through visuals and clear text, all infused with the brand's personality. The homepage develops the narrative as the user scrolls, covering a range of intent stages from initial awareness through to pricing. BEST PRACTICE EXAMPLE
SAMSUNG PRODUCT PAGES These pages cover every aspect of the search journey, from awareness, through to research, comparison, and conversion. The text content is search-friendly and displays the brand's identity without resorting to keyword repetition. VISUAL CONTENT Samsung makes use of high quality imagery and video to reflect the product's quality. There is an opportunity for Samsung to communicate better via digital assistants, however. Audio content will grow in importance for the search industry and we should expect brands like Samsung to take advantage.
CONTENT CREATION TECHNOLOGY SEMrush Conductor Phrasee AI-driven content creation technologies can assist the writing process, ensuring popular topics are covered without resorting to keyword repetition. Marketers should beware, however. Technology can have a levelling effect; if everyone has the same tools, it is more important than ever to find a differentiating factor. Often, that can come down to the personality the brand injects into the content. Technology can assist a good writer, but cannot yet replace them.
IN SUMMARY: OPPORTUNITIES TODAY The quality of landing page content is mediocre, at best. Review and rewrite content across your site, your app, and any content hosted on retailer websites. LANDING PAGE TEXT Digital culture is increasingly visual. Consumers navigate, compare, and shop visually - just as they have always done offline. There are no shortcuts here; brands need to make imagery central to their experience to rank highly in search. VISUAL CONTENT Conversational search is a huge opportunity, but it will be missed if marketers keep writing for Google alone. Listen to your content through a text-to-speech transcription and consider embedding audio clips on landing pages. AUDIO CONTENT The future of search lies in personalised experiences - an area that has been slow to develop, due to its complexity. Brands must use behavioural data to create dynamic experiences that can be communicated through digital assistants. BEHAVIOURAL DATA
GET IN TOUCH https://www.linkedin. com/in/clark-boyd- digital Clark@Candid.digital@ClarkBoyd
Questions? Let me know! THANK YOU!

More Related Content

The Death of 'SEO Content'

  • 1. THE DEATH OF 'SEO CONTENT' C L A R K B O Y D , C A N D I D D I G I T A L I T ' S A B O U T T I M E , R E A L L Y .
  • 2. Setting the scene -Brands invest huge sums in content marketing - So what is 'SEO content'? - The intensifying battle for audience attention A game (Admittedly, not a very exciting one) - Guess the brand from its 'credit cards' content How we got here - Why does 'SEO content' happen? - Why it's not good enough any more How we'll move forward - The synthesis of branding and performance marketing - Opportunities today DISCUSSION POINTS THE DEATH OF 'SEO CONTENT'
  • 3. 36% of UK marketing budgets is spent on content marketing. 82% of consumers will click on a search result because they know the brand. (https://contentmarketinginstitute.com/wp- content/uploads/2016/12/2017_UK_Research_FINAL.pdf) (https://www.redcmarketing.com/secret-life-of-search/)
  • 4. Basically: keywords strung together by prepositions, often written by a junior SEO. WHAT IS SEO CONTENT? LANDING PAGE COPY CREATED WITH THE PURPOSE OF RANKING VIA ORGANIC SEARCH.
  • 5. The SEO Content block is typically filled with something like the below: "Our Converse styles range from sporty, retro or classic, to bold, daring and individual. A variety of collections is on offer in our shoe sale including the All Star, One Star and Jack Purcell all of which come in a selection of materials and colours. Take advantage of the Converse sale and get stylish trainers at a discounted price!" This can also appear at the bottom of the page, or sometimes in the sidebar. No-one talks like this and no-one likes to read this content. It is written 'for SEO', but SEO has changed. As the following slide shows, consumers will simply move on to another site if they are met by a sub-par experience. It therefore seems oddly cavalier to put so much keyword- infused content on vital acquisition pages. Yet, many of the world's largest brands do so. SEO Content LOGO PRODUCT DETAILS PRODUCT DETAILS PRODUCT DETAILS THE SEO CONTENT PAGE
  • 6. Online journeys are frictionless; consumers can move from store to store in a way they could not offline. This puts a premium on attention, as consumers will simply move on if the experience is not up to expectation. 79% of people who don’t like what they find on one site will go back and search for another site. (Adobe) As we can see on the left, consumers visit major retailers for a range of reasons. There is no clear pattern of researching in one place, then purchasing in another. Consumers go where they must to find the information they want. SEO doesn't stop once we get the user to click through to our website or app. THE CONSUMER JOURNEY IS NON- LINEAR AND DEFINED BY CHOICE (Data from 'Era of Ecommerce' report by ClickZ and Catalyst, October 2018.)
  • 7. A GAME (ADMITTEDLY, NOT A VERY EXCITING ONE)
  • 8. The following 3 slides each contain the introductory paragraph from the credit cards page of a major issuer in the UK. Try to guess which piece of content is from each company.
  • 12. Given the huge marketing budget at each company's disposal, it is surprising that they accept this bland content on such a crucial acquisition page. There is no trace of a brand identity here, or even of an attempt to persuade potential customers. Yet, this is the first content consumers see when they arrive on the page. We wouldn't see this on their TV advertising, so why does it happen online? As consumers talk to their devices more, the negative impact of this meaningless content will intensify. THE BIG REVEAL
  • 13. "A credit card is a convenient and flexible way of borrowing money, which lets you make purchases that you can pay for in the future. Before you take out a credit card, it’s important to be aware of the potential costs and ensure that you only borrow what you can afford to pay back. To get the most out of your credit card it’s important you’re able to meet your payment dates and ideally pay in full every month." Should I get a Barclaycard credit card? Consumers are starting to expect conversational experiences. It's great for brands if they ask these questions, but only if the brand provides a suitable answer. Exchanges like the one above will become increasingly common; at present, brands are providing 'SEO content' answers that were designed to hit a word count. ....Ok. That was weird. Bye, Google.
  • 14. David Ogilvy "BRAND IMAGE MEANS PERSONALITY. EVERY ADVERTISEMENT SHOULD BE THOUGHT OF AS A CONTRIBUTION TO THE BRAND IMAGE." TIME FOR A QUOTE
  • 17. GEICO spends in excess of $1 billion each year on advertising. Their carefully crafted brand permeates all of their online and offline media, but their product landing pages are plagued by 'SEO content'. Imagine this content is read by a smart speaker; it will do little to increase GEICO's sales.
  • 18. WHY SEO CONTENT HAPPENS (AND WHY IT'S NOT GOOD ENOUGH ANY MORE)
  • 19. WHY 'SEO CONTENT' HAPPENS There is an understanding within companies that the SEO team knows how to get content to rank. As a result, SEOs are given the freedom to create landing page copy. SEOs create content based on their data sources, which other teams typically do not use. Content is written based on search trends with the aim of communicating with search bots. The assumption is that the benefits 'SEO content' brings (better SEO rankings; more traffic; more sales) will outweigh the negatives of placing below-par content on landing pages.
  • 20. WHY IT ISN'T GOOD ENOUGH ANY MORE First impressions count Particularly on a mobile screen, there is no space to waste with repetitive keywords and synonyms. Consumers have a perception of a brand in mind; they expect all content to demonstrate this identity. SEO has changed SEO content was vital for rankings. However, those days are gone; Google's NLP and computer vision capabilities have improved significantly. It is possible to rank for competitive terms using multimedia content that talks to people, not just bots. In fact, it is much more successful and contributes to a positive user experience. Consumer behaviours are shifting As consumers access content through voice and visual search, brands need to create suitable assets. Schema.org formats like Speakable point to a future where content will be read out. Having a 'brand voice' is a genuine requirement now.
  • 21. CONSUMERS ARE INFLUENCED BY VISUAL MEDIA Increasingly, consumers discover new brands and products through social media rather than search. This shapes the rest of the purchase journey, with younger consumers more likely to expect visual content. The world of '10 blue links' is disappearing fast, with Google adding more visual elements to the SERP all the time. (Question: Where do you typically discover new brands?, Era of Ecommerce report, ClickZ/Catalyst) KEYWORD MATCHING IS DEAD 93% of search queries have a search volume of 10 or less per month. (Ahrefs, 2019). The onus should now be placed on creating content for consumer intent states, rather than using overly-simplistic 'personas'. The range of intent states is slow to change; it is expressed in new ways as new technologies emerge. This is a more productive approach than simply matching keywords in copy to popular queries.
  • 22. DATA FROM SPARKTORO/JUMPSHOT 64% OF MOBILE SEARCHES DO NOT RESULT IN A CLICK THE RISE OF NO- CLICK SEARCHES Marketers need to consider how to influence their audience within the search results. Moreover, we must decide how to measure the impact of these interactions. Current models rely on actions (clicks, shares, page exits), but here we are dealing with impressions. June '18 July August September 75% 50% 25% 0% Mobile Desktop
  • 23. THE DEATH OF 'SEO CONTENT' The concept of 'SEO rankings' has changed dramatically. There are 40+ different SERP features today and Google will introduce more visual elements in the coming months. An SEO content strategy should encompass images, audio, video, and the knowledge graph. DESKTOP SERP INFLUENCING BEHAVIOUR WITHOUT CLICKS
  • 24. THE DEATH OF 'SEO CONTENT' Content strategy should consider the SERP on both mobile and desktop. The image on the right for the query [credit cards] shows just how similar the results are. Capturing attention should be essential in any marketing strategy, but we have fallen into the trap of believing this text is required for SEO success. Every brand looks identical here. MOBILE SEARCH MAKING AN IMPRESSION ON THE SERPS
  • 25. Presentations are communication tools that can be demonstrations, lectures, speeches, reports, and more. Most of the time, they’re presented before an audience. They have a variety of purposes, making them powerful tools for convincing. SOCIAL AND MOBILE MARKETING ANNOUNCE, LISTEN, AND ENGAGE The ongoing rise of 'personal search' (reported above by Google) opens new opportunities to connect with individuals. People are asking very specific questions and, therefore, expecting bespoke answers. The brands that can use data and content to deliver will steall a march on the competition.
  • 26. HOW TO MERGE BRAND AND PERFORMANCE MARKETING THROUGH CONTENT
  • 27. MAINTAINING BRAND IDENTITY THROUGH PERFORMANCE CHANNELS PROCESS FOR DEVELOPING BRANDED SEARCH CONTENT Messaging and positioning Search teams must work alongside brand marketers to understand the brand voice, The right metrics We need new metrics for a new age of search. Work to develop an overarching brand measurement strategy. Crafting a story Develop a map of the brand touch points a consumer will encounter, then decide how to synthesise brand with performance at each stage. Use search audience data Content should still be informed by search trends, of course. Use paid search and Analytics data to deliver on audience expectations.
  • 28. Teambit uses its homepage to tell a story through visuals and clear text, all infused with the brand's personality. The homepage develops the narrative as the user scrolls, covering a range of intent stages from initial awareness through to pricing. BEST PRACTICE EXAMPLE
  • 29. SAMSUNG PRODUCT PAGES These pages cover every aspect of the search journey, from awareness, through to research, comparison, and conversion. The text content is search-friendly and displays the brand's identity without resorting to keyword repetition. VISUAL CONTENT Samsung makes use of high quality imagery and video to reflect the product's quality. There is an opportunity for Samsung to communicate better via digital assistants, however. Audio content will grow in importance for the search industry and we should expect brands like Samsung to take advantage.
  • 30. CONTENT CREATION TECHNOLOGY SEMrush Conductor Phrasee AI-driven content creation technologies can assist the writing process, ensuring popular topics are covered without resorting to keyword repetition. Marketers should beware, however. Technology can have a levelling effect; if everyone has the same tools, it is more important than ever to find a differentiating factor. Often, that can come down to the personality the brand injects into the content. Technology can assist a good writer, but cannot yet replace them.
  • 31. IN SUMMARY: OPPORTUNITIES TODAY The quality of landing page content is mediocre, at best. Review and rewrite content across your site, your app, and any content hosted on retailer websites. LANDING PAGE TEXT Digital culture is increasingly visual. Consumers navigate, compare, and shop visually - just as they have always done offline. There are no shortcuts here; brands need to make imagery central to their experience to rank highly in search. VISUAL CONTENT Conversational search is a huge opportunity, but it will be missed if marketers keep writing for Google alone. Listen to your content through a text-to-speech transcription and consider embedding audio clips on landing pages. AUDIO CONTENT The future of search lies in personalised experiences - an area that has been slow to develop, due to its complexity. Brands must use behavioural data to create dynamic experiences that can be communicated through digital assistants. BEHAVIOURAL DATA
  • 33. Questions? Let me know! THANK YOU!