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John Brasington
@PatchBrasington
Pi Datametrics
Contextual optimisation:
How to create value led
content for your ecosystem
https://www.slideshare.net/pidatametrics
2pi-datametrics.com
3pi-datametrics.com | @PiDatametrics | @PatchBrasington
Contents
●
●
●
4pi-datametrics.com | @PiDatametrics | @PatchBrasington
SERP ecosystem
5pi-datametrics.com | @PiDatametrics | @PatchBrasington
SEO begins inside
the mind of your customers
6pi-datametrics.com | @PiDatametrics | @PatchBrasington
Traditional approaches
alone are no longer working
7pi-datametrics.com | @PiDatametrics | @PatchBrasington
Keywords and positions are still important but
Ecosystems are everything
8pi-datametrics.com | @PiDatametrics | @PatchBrasington
What do we mean by
Contextual Optimisation?
9pi-datametrics.com | @PiDatametrics | @PatchBrasington
Here’s what happens
when we don’t
10pi-datametrics.com | @PiDatametrics | @PatchBrasington
CNN - Google visibility ‘donald trump’ (5,317,500 average monthly searches)
These pages are
phenomenally authoritative
11pi-datametrics.com | @PiDatametrics | @PatchBrasington
CNN - Google visibility ‘president donald trump’ (81,890 average monthly searches)
12pi-datametrics.com | @PiDatametrics | @PatchBrasington
Google visibility ‘donald trump’ (5,317,500 average monthly searches)
13pi-datametrics.com | @PiDatametrics | @PatchBrasington
Before you create and publish new content
Stop and think
14pi-datametrics.com | @PiDatametrics | @PatchBrasington
My Ecosystem
MyBrand.com
MyBrandSocial.com
MyBrandPartner.com
MyBrandPR.com
15pi-datametrics.com | @PiDatametrics | @PatchBrasington
My Ecosystem
Our focusMyBrand.com
16pi-datametrics.com | @PiDatametrics | @PatchBrasington
My Ecosystem
17pi-datametrics.com | @PiDatametrics | @PatchBrasington
My Ecosystem
18pi-datametrics.com | @PiDatametrics | @PatchBrasington
My New Content - Meet My Ecosystem
My new content
19pi-datametrics.com | @PiDatametrics | @PatchBrasington
Categorise your
ecosystem
20pi-datametrics.com | @PiDatametrics | @PatchBrasington
Complementary
Neutral
Potentially
conflicting
Categories
My New Content - Meet My Ecosystem
My new content
21pi-datametrics.com | @PiDatametrics | @PatchBrasington
My New Content - Meet My Ecosystem
Complementary
Neutral
Potentially
conflicting
Categories
My new content
22pi-datametrics.com | @PiDatametrics | @PatchBrasington
Set in context - which is the most
appropriate & valuable doorway
into my world for this term?
Step 1 - focus on the potentially conflicting content
A B
C D
Complementary
Neutral
Potentially
conflicting
Categories
23pi-datametrics.com | @PiDatametrics | @PatchBrasington
Step 2 - focus on the complementary content
Complimentary
Neutral
Potentially
Conflicting
Categories
Make contextually relevant connections.
Link with reader and search engine in mind
A B
C D
E F
G
24pi-datametrics.com | @PiDatametrics | @PatchBrasington
So - how do we find
Complementary and
conflicting content?
25pi-datametrics.com | @PiDatametrics | @PatchBrasington
Figuring out my entity groups
26pi-datametrics.com | @PiDatametrics | @PatchBrasington
Figuring out my entity groups
27pi-datametrics.com | @PiDatametrics | @PatchBrasington
Figuring out my entity groups
28pi-datametrics.com | @PiDatametrics | @PatchBrasington
Figuring out my entity groups
The complements
29pi-datametrics.com | @PiDatametrics | @PatchBrasington
●
<Title>
The Mueller Case
etc. etc.
More about the Mueller Case
The Mueller Case was held
on...
The reports from the
Mueller Case claim...
A
C
E
Figuring out my entity groups
30pi-datametrics.com | @PiDatametrics | @PatchBrasington
Share of voice: The VALUE of contextual optimisation
31pi-datametrics.com | @PiDatametrics | @PatchBrasington
Revenue: The VALUE of contextual optimisation
32pi-datametrics.com | @PiDatametrics | @PatchBrasington
3. CHECK...
...the search results for the term you’re optimising
for.
Do you see any pages from your domain?
YES NO
New content guide
1. BEGIN...
...with the customer.
What search phrase would they use to find your
content? This forms the basis for Page Theming.
2. IMPORTANT:
Before publishing ask yourself:
“Do we have other similar or related content on-site?”
Use the site operator in Google for clues:
e.g. site:mysite.com intitle:search term
3. CHECK AGAIN:
Try removing
the ‘intitle:’ from
the search operator.
6. THEME…
...The new page for this term and link back
to it appropriately.
Ensure the Title is unique and contains the
term.
5. DECIDE:
Which page do you want to
position for the term you are optimising?
AN EXISTING PAGE
THENEWPAGE
4. ASK...
Are the pages complementary or
conflicting?
COMPLEMENTARY
CONFLICTING
6. COMPLEMENT
Your new page is complementary. As it is new it has the potential to conflict so theme
and link between this and the chosen existing page carefully. This page may well position
in its own right for derivative and longer tail queries.
5. LINK...
...any existing and relevant complementary pages to your new content, using the destination
theme term as the anchor text. Don’t overdo it! These should benefit the searcher as well as
Google.
John Brasington
pi-datametrics.com | @PiDatametrics |
@PatchBrasington
Thank you

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