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Chief Solution Officer - Ryan Brock, Demand Jump
1. KEYNOTE
Ryan Brock
CHIEF SOLUTION OFFICER
DEMAND JUMP
How Pillar-Based Marketing
is Changing SEO
CHICAGO, IL ~ MAY 3 - 4, 2023
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
8. THIS IS MATT, SHOE CONNOISSEUR.
● Owns many pairs of shoes
● Wants what he calls
“summering shoes”
● Kind of pretentious, honestly
9. THIS IS GINA, THOUGHTFUL GIFTER.
● Needs birthday gift for husband
● Tired of hearing about “sailing
trip with the boys”
● Figures boat shoes will be
appreciated
19. THIS IS THE QUESTION WE NEED TO ASK.
What if we could know with 100% certainty
what our customers are searching for
around a given topic—and only create the
content that aligns with their many winding
journeys?
21. THIS IS HOW SEO USED TO BE DONE.
“boat shoes”
Build a keyword list:
● Related terms
● High MSV
● Mix of broad and
specific
Write content:
● One keyword per
article
● Use domain expertise
22. THIS ASSUMES THE SAME QUESTIONS IN ORDER.
“boat shoes”
Build a keyword list:
● Related terms
● High MSV
● Mix of broad and
specific
Write content:
● One keyword per
article
● Use domain expertise
23. THIS DOES NOT HELP YOU LEARN WHAT TO WRITE.
“boat shoes”
Build a keyword list:
● Related terms
● High MSV
● Mix of broad and
specific
Write content:
● One keyword per
article
● Use domain expertise
24. THIS IGNORES IMMEDIATE USER CONTEXT.
“boat shoes”
Build a keyword list:
● Related terms
● High MSV
● Mix of broad and
specific
Write content:
● One keyword per
article
● Use domain expertise
30. THIS IS A CLOSER LOOK AT THE HUBS AND SPOKES.
boat
shoes
breathable
boat shoes
best
boat shoes
cheap boat
shoes
what are the best
boat shoes to wear
without socks?
whats the least i
can pay for quality
boat shoes?
who makes the
best boat shoes?
what shoe
material is the
most breathable?
how fast do
boat shoes dry?
31. THIS IS A FAMILIAR SHAPE.
boat
shoes
breathable
boat shoes
best
boat shoes
cheap boat
shoes
what are the best
boat shoes to wear
without socks?
whats the least i
can pay for quality
boat shoes?
who makes the
best boat shoes?
what shoe
material is the
most breathable?
how fast do
boat shoes dry?
32. THIS IS THE EXACT CONTENT YOU SHOULD WRITE.
boat
shoes
breathable
boat shoes
best
boat shoes
cheap boat
shoes
what are the best
boat shoes to wear
without socks?
whats the least i
can pay for quality
boat shoes?
who makes the
best boat shoes?
what shoe
material is the
most breathable?
how fast do
boat shoes dry?
33. THIS IS HOW YOU EMBRACE THE SPIDERWEB.
Start by understanding
how people really talk
about a topic, not just the
primary keyword of the
topic.
34. THIS IS HOW YOU EMBRACE THE SPIDERWEB.
Understand not just
words but whole
“conversations” customers
are having about the topic.
35. THIS IS HOW YOU EMBRACE THE SPIDERWEB.
Don’t be the friend who
tries to “jump right to the
solution to the problem.”
36. THIS IS HOW YOU EMBRACE THE SPIDERWEB.
Design content to rank on
Page One for the ways
customers are talking, not
just for the terms you
think are the best.
37. THIS IS HOW ONE COMPANY USED TO DO IT.
LIFE SETTLEMENT
STUFF
RETIREMENT
TIPS
GRANDPARENT
STUFF
ADVISOR
STUFF
38. THIS WASN’T GETTING US ANYWHERE.
LIFE SETTLEMENT
STUFF
RETIREMENT
TIPS
GRANDPARENT
STUFF
ADVISOR
STUFF
39. THIS WASN’T A TERM CUSTOMERS KNEW.
LIFE SETTLEMENT
STUFF
RETIREMENT
TIPS
GRANDPARENT
STUFF
ADVISOR
STUFF
40. THIS WAS WHAT CUSTOMERS WERE SEARCHING.
Selling a
life
insurance
policy
cash value life
insurance
calculator
taxable gains
on life
insurance
policies
life insurance
settlements
How is cash value
of life insurance
calculated?
What are life
insurance
settlements?
Are proceeds
from cashing in a
life insurance
policy taxable?
How is cash
surrender value of
term life insurance
calculated?
Does a term life
insurance policy
have cash value?
41. THIS IS WHAT WE WROTE.
Selling a
life
insurance
policy
cash value life
insurance
calculator
taxable gains
on life
insurance
policies
life insurance
settlements
How is cash value
of life insurance
calculated?
What are life
insurance
settlements?
Are proceeds
from cashing in a
life insurance
policy taxable?
How is cash
surrender value of
term life insurance
calculated?
Does a term life
insurance policy
have cash value?
42. THIS IS HOW WE LINKED PIECES TOGETHER.
Selling a
life
insurance
policy
cash value life
insurance
calculator
taxable gains
on life
insurance
policies
life insurance
settlements
How is cash value
of life insurance
calculated?
What are life
insurance
settlements?
Are proceeds
from cashing in a
life insurance
policy taxable?
How is cash
surrender value of
term life insurance
calculated?
Does a term life
insurance policy
have cash value?
43. THIS IS THE GOOD THING THAT HAPPENED.
17 263
PAGE ONE RANKINGS
BEFORE SPIDERWEB
PAGE ONE RANKINGS
AFTER SPIDERWEB
47. THIS IS DOMAIN AUTHORITY.
Domain Authority (DA) is a search engine
ranking score developed by Moz that
predicts how likely a website is to rank in
search engine result pages (SERPs).
48. THIS IS HOW WIKIPEDIA DEFINES IT.
The domain authority of a website
describes its relevance for a specific subject
area or industry. Domain Authority is a
search engine ranking score developed by
Moz. This relevance has a direct impact on
its ranking by search engines, trying to
assess domain authority through
automated analytic algorithms.
63. THIS IS WHAT MATTERS ON A TOPIC.
boat
shoes
breathable
boat shoes
best
boat shoes
cheap boat
shoes
what are the best
boat shoes to wear
without socks?
whats the least i
can pay for quality
boat shoes?
who makes the
best boat shoes?
what shoe
material is the
most breathable?
how fast do
boat shoes dry?
64. THIS SHIFTS HOW WE RANK METRICS.
Connectedness
Intent
Journey Stage
Search Volume
Competitiveness
78. THIS IS A LIST OF THINGS I DON’T THINK ABOUT.
● Keyword Density
● Cannibalization
● Competitiveness
● Backlinks
● Keyword lists
79. THIS IS A LIST OF THINGS I DON’T THINK ABOUT.
● Keyword Density
● Cannibalization
● Competitiveness
● Backlinks
● Keyword lists
● DOMAIN AUTHORITY
80. THIS IS THE QUESTION YOU SHOULD BE ASKING.
If I can drive more Page One rankings
faster with less content and drive
better quality traffic, leads, and
outcomes… Why would I waste time
on any other SEO tactic?