SEO Con - Jakarta

Making organic search a core part of business strategy… with a

bonus section on “contextual” SEO optimisation
 Chris Lorimer
● Head up Pi Datametrics operations in APAC
● Currently based in Pi's Bangkok office
● Travel the region regularly
● Worked in SEO for over ten years
● Experience working with some of the world's
biggest brands

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 2

Company overview

Pi offices and partners

Global search engine and
marketplace coverage
● Pi Datametrics launched 2013
● Over 100 global brands across:
○ Content and search agencies
○ FMCG, retail, finance, lifestyle, media

● Solution offices:
○ London
○ New York
○ Denver (Partner)
○ Singapore
○ Bangkok (Partner)
○ Stockholm

● Product development, data

and data science:
○ Brighton HQ
○ Hyderabad

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 3

Pi, trusted by global brands

Digital agency Digital agency Digital agency Travel Finance B2C Finance

Retail Retail Retail Retail Retail Gambling

Retail Gambling Publishing Telecommunications Real-estate Technology

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 4

Firstly:
“What businesses need to use SEO?”

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 5

 Are you serious?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 6

Virtually EVERY business
needs to think seriously about
their SEO strategy

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 7

The biggest driver of traffic...
Billion dollar businesses are built on and grow through organic search.

60 %
Of traffic comes
3.5bn
Daily Google searches
93 %
Online journeys
from organic begin with organic

Travel Finance Retail

$630bn
Global digital travel market
$9.42bn
US digital finance ad spend
$2.29tn
Global digital retail market

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 8

What opportunity?

Top Sources for Online Research

Source: Global Web Index Country and Region Reports

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 9

Top Sources for Brand Discovery
Source: Global Web Index Country and Region Reports

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 10

Making organic search a core
part of business strategy……
with a bonus section on “contextual” SEO optimisation"

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 11

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 12
Making organic search a core
part of business strategy……

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 13

Taking a few steps
back….here I am in 2008

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 14

 ?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 15

What should I
do with this
2008
$1,000 I have
saved?

Invest in an Invest in a Buy a cool

established new online bicycle
UK business business

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 16

 Department Store

Electricals Plus

Sports Store

Home and Garden Store

2008
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 17
 2008

Invest in a
new online
business

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 18

 2008

Invest in a
new online
business

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 19

 2008

Invest in a
new online
business

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 20

 2008

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 21

 2019

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 22

 Department Store

Electricals Plus

Sports Store

Home and Garden Store

2019
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 23
What I should have done!

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 24

 2008

Invest in a
new online
business

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 25

I should have put my $1,000 into
one of the new companies. What
would that have investment got
me today?
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 26
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 27
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 28
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 29
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 30
A. Tesla
B. 10 Italian homes
C. Jet pack
D. Gold Pizza

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 31

Can you guess?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 32

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 33
 A. Tesla
B. 10 Italian
homes
C. Jet pack
D. Gold Pizza

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 34

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 35
Revenue of US$2.8 billion
Employees: 30,000
Launched 2007

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 36

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 37
 A. Tesla
B. 10 Italian
homes
D. Gold Pizza

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 38

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 39
Revenue of US$2.84 billion
Employees: 6,000
Launched 2008

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 40

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 41
 A. Tesla
B. 10 Italian
homes

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 42

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 43
Revenue of €5.388 billion
Employees: 15,000
Launched 2008

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 44

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 45
So what?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 46

 Department Store

Electricals Plus

Sports Store

Home and Garden Store

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 47

Revenue of US$2.8 billion Revenue of €5.388 billion Revenue of US$2.84 billion
Employees: 30,000 Employees: 15,000 Employees: 6,000
Launched 2007 Launched 2008 Launched 2008

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 48

What do they have in common?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 49

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 50
So surely every business has
SEO as a core part of their
business strategy?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 51

No, SEO is very rarely where it
should be in an organisation.

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 52

This is the big problem I want to
talk about today.

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 53

 Senior People do not
see the value

SEO agencies/staff are

not communicating in
the right way

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 54

The UK still in 2019...

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 55

ASOS Visibility
Observations - Revenue Correlation
“Fools say that they learn by
experience.
I prefer to profit by others experience.”
― Otto von Bismarck

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 58

Learn from our mistakes in
the UK

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 59

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 60
There is HUGE opportunity in
Asia

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 61

Can search data really help
with business questions then?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 62

“Hi, I am a strategist for a big sports
brand.
Can search help me with the following questions?”

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 63

Business question:
“How popular is my brand in southeast asia compared to my
biggest rival?”

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 64

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 65
“Hi, I am a CEO for the online store.
Can search help me with the following question?”

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 66

Business question:
I want to sell the big brands across APAC. Which countries
should I concentrate on?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 67

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 68
OK! I am convinced, how do I
make this happen!

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 69

3 ways to get SEO to the core
of your business strategy
1. Communicate in Business not SEO language
2. Change your reporting
3. Create a “value led” strategy`

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 70

1. Communicate in Business
not SEO language

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 71

Current Situation

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 72

 Bella is in the
SEO
department? Is
Sounds fine. that all they
Just do it. do?

We need to tweak the

title tags and add
some fresh content

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 73

 I feel like the
digital team and
agency don’t
What will that have a strategy
achieve? in mind with
What’s my ROI this.
here?

We need to get the

website a ton of
backlinks
ROI? I just know a site
similar to ours has
loads.

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 74

 Isn’t that just
standard IT
I don’t have a work? SEO
clue what you seems a bit
are talking confusing and
about. Just get niche.
it done.

We need to add
server side redirects
and our page caching
remedial audit is now
complete.

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 75

 That should be ok,
How are our
send me a one
PPC
pager, mainly just
campaigns
the numbers and I
doing? And
will put it in my
what are our
budget plan
plans for the
meeting with the
next quarter?
board next week

Hi Anita. Revenue is up. Can we

increase the budget for the next
quarter? We are currently not
bidding on the Kidswear range as
the budget wasn’t there. We've
forecast a 3:1 on a campaign in that
category.

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 76

 Where shall I
put my
marketing
budget?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 77

What does this mean?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 78

Lack of influence outside the digital function

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 79

 Communication structures
Strategists

Consultancies Facilitators
Facilitators

Implementers
Implementers

Pi Datametrics wwww.pi-datametrics.com
Senior /
Director The Beyond...

Landscape / Market Share

Role

Mid Manager
Job

Commercials / ROI

Exec Traffic / Ranking

Persona
Implementor / Tactician Facilitator / Objective led Visionary / Strategist

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 81

 Maybe SEO
should get
more of the
Do you have budget if the
the SEO report numbers stack
and plan? up

Yes. I have a one pager on the top

line stats. I have data on the market,
there seems to be huge opportunities
in X,Y & Z. We have the very best
tech and content guys in the team
now and they are carrying out all the
analysis work to the industry
standard..

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 82

Meaningful
reporting

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 83

PS - Getting technical & content
right IS vital

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 84

BUT - getting the basics right
should be a given - get the edge
with your strategy & cross-team
structure
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 85
2. Change your reporting

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 86

Different channels attribute differently

90 day 30 day
cookie window
vs cookie window
vs Last click

Equal weighting Upweighted Upweighted

vs vs
attribution first click last click

Just online
vs Cross device vs ROPO added
single device

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 87

It’s a mess!
Comparing apples with oranges

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 88

Paid media = smart reporting
SEO last click

PPC last click

SEO last click

PPC FULL PATH with 90 day

COOKIE WINDOW

SEO last click

PPC FULL PATH + CROSS

DEVICE

SEO last click

PPC FULL PATH + CROSS DEVICE +

ROPO

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 89

SEO Leftover

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 90

Reality
“Across a number of aggregated clients we are
seeing currently last click SEO sales being
undervalued by at least 20%. What this means is that
SEO as a channel is contributing to journeys with
20% more value than last click shows.”
Russell McCarthy
Cubed Attribution

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 91

2. Reporting better on
our value

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 92

Compare apples with apples

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 93

SEO gets smarter
SEO last click

PPC last click

SEO FULL PATH with 90 day

COOKIE WINDOW

PPC FULL PATH with 90 day

COOKIE WINDOW
SEO FULL PATH + CROSS
DEVICE

PPC FULL PATH + CROSS

DEVICE
SEO FULL PATH + CROSS DEVICE +
ROPO

PPC FULL PATH + CROSS DEVICE +

ROPO

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 94

Show what SEO drives through other channels
First Interaction Middle Interaction Last Interaction
eCRM eCRM
Direct
Retention Retention
Re-targeting
SEO SEO
Display
eCRM
PPC Brand SEO Retention
Re-targeting Affiliates
Direct
Display
PPC Generic PPC Brand PPC Brand
Re-targeting
Direct Affiliates Display

Affiliates PPC Generic PPC Generic

Social Social Social

0k 20k 40k 60k 0k 50k 0k 20k 40k 60k 80k

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 95

Don’t just think about sales...

Orders Sales

PPC 6,296 £424,654

SEO 5,228 £354,811

Affiliates 1,520 £112,081

Brand Display 125 £8,197

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 96

...think about profit

Orders Spend CPO Sales Profit Profit ROI

PPC 6,296 £115,000 £18.27 £424,654 £309,654 2.69

SEO 5,228 £2,000 £0.38 £354,811 £352,811 176.41

Affiliates 1,520 £15,333 £10.09 £112,081 £96,748 6.31

Brand Display 125 £82,445 £660 £8,197 -£74,248 -0.90

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 97

 Big budget = Big say

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 98

TIPS
● Make sure your analytics are setup to compare channels in an
aligned way
● Don’t just think about sales - think about profit
● Work in synergy with other disciplines, both within the
marketing function, but also with the wider business
● Inform and dictate from the top, rather than following pre-made
decisions

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 99

3.Create a “value led”
strategy

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 100

Value led strategy:
a) Opportunity identification
b) Performance benchmarking
c) Forecasting growth

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 101

a) Opportunity identification

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 102

“Hi, I am an ecommerce director for an
Indonesian online store.
Can search help me with the following questions?”

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 103

Business question:
“I am able to buy a large stock of Nike products. Which
category of Nike products represents the biggest opportunity
for me?”

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 104

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 105
Follow up business question:
“Is this data just the current situation or is there trend data to
support this opportunity?”

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 106

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 107
b) Performance benchmarking

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 108

“What’s the competition like?”

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 109

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 110
c) Forecasting growth

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 111

Business wide forecasting Makeup goes from the 4th biggest
category to the 1st

Bodycare Dental Electrical Fragrance Haircare Make up Nails Skin care

@SophieMoule
 Theory Example
Swim and beachwear begins to
Search trend data
peak in Jan

Opportunity There is a market for swim and beachwear in Jan, no-one

identification seems to be fulfilling

Do we sell swim and beachwear in Jan? Maybe we

Product gap analysis SEO as should?
business
Create timely Let’s make a swim and beachwear page live and
content insight optimised in advance of Jan

Create timely marketing campaigns Let’s run a marketing campaign in Jan around winter sun

Did we manage to take a good share of the market for

Review performance against demand this search demand?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 113

So we get...

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 114

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 115
Summary

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 116

Learn from our mistakes in
the UK

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 117

 Department Store

Electricals Plus

Sports Store

Home and Garden Store

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 118

ASOS Visibility
Senior /
Director The Beyond...

Landscape / Market Share

Role

Mid Manager
Job

Commercials / ROI

Exec Traffic / Ranking

Persona
Implementor / Tactician Facilitator / Objective led Visionary / Strategist

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 120

SEO can be at the centre of PPC,
Pricing and Social.

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 121

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 122
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 123
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 124
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 125
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 126
3 TIPS
1. Communicate in Business not SEO language
2. Change your reporting
3. Create a “value led” strategy`

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 127

 2025

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 128

 2025

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 129

End….kind of
BONUS…...Contextual
Optimisation

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 131

Some context

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 132

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 133
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 134
SEO begins inside the mind of
your customers

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 135

Traditional approaches alone
are no longer working

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 136

Here’s what happens
when we don’t think about our
eco system

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 137

CNN - Google visibility ‘isis news’ (minimum AMSV 135k)

These pages are

phenomenally authoritative

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 138

Before you create and publish new content

Stop and think

How will what I’m creating impact on my ecosystem?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 139

My Ecosystem

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 140

My Ecosystem

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 141

My New Content - Meet My Ecosystem

My new content

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 142

Categorise your
ecosystem

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 143

My New Content - Meet My Ecosystem

My new content
Categories

Complementary

Neutral

Potentially
conflicting

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 144

My New Content - Meet My Ecosystem

My new content
Categories

Complementary

Neutral

Potentially
conflicting

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 145

Step 1 - focus on the potentially conflicting content

Categories
A B
Complementary

Neutral
C D
Potentially
conflicting

Set in context - which is the most

appropriate & valuable doorway
into my world for this term?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 146

Step 2 - focus on the complementary content

Categories
A B
Complimentary

Neutral
C D G
Potentially
Conflicting

E F

Make contextually relevant connections.

Link with reader and search engine in mind

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 147

Step 2 - focus on the complementary content

latest tech news

A ● Link primarily using anchor text
latest tech news
based on the theme of the
latest tech news destination page
C
● Consider synonyms
E ● Don’t deviate too far
latest technology news

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 148

So - how do we find

Complementary and
conflicting content?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 149

Figuring out my entity groups

The ‘site:’ operator with keyword

● Which pages are indexed in Google?
● Which pages contain the term I have in
mind?
● Let’s be more specific...

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 150

Figuring out my entity groups

● Searching for the exact phrase

● So now we have 48 pages in the same entity group, some of which will
be complementary and some potentially conflicting
● Let’s try to identify the obvious conflicts first
● Check visibility in Pi

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 151

Figuring out my entity groups

● Searching for the conflicts

● The most obvious place to look is in the strongest on-page
Theming Element:

The obvious conflict

● This means it’s decision time

● What is the most appropriate doorway into our world?

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 152

Figuring out my entity groups

● Time to return to the obvious complements

The complements

● Use keyword rich anchor text to leave Google in no doubt

Note: Google has changed this Page Title

suggesting this page is a strong
complement - see over

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 153

 Catalan Independence Referendum

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 154

Figuring out my entity groups

More about the Catalan

<Title> Referendum
The Catalan
referendum etc.
A
etc.
The Catalan Referendum
was held on...
● Appropriate linking from
C complementary pages

E
The unofficial Catalan
Referendum results...

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 155

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 156
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 157
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 158
New content guide

1. BEGIN... 2. IMPORTANT: 3. CHECK...

...with the customer. Before publishing ask yourself: ...the search results for the term you’re optimising
“Do we have other similar or related content on-site?” for.
What search phrase would they use to find your Use the site operator in Google for clues:
Do you see any pages from your domain?
content? This forms the basis for Page Theming. e.g. site:mysite.com intitle:search term
YES NO

6. THEME… 5. DECIDE: 4. ASK... 3. CHECK AGAIN:

THE NEW PAGE

CONFLICTING
...The new page for this term and link back Which page do you want to Are the pages complementary or Try removing
to it appropriately. position for the term you are optimising? conflicting? the ‘intitle:’ from
the search operator.
Ensure the Title is unique and contains the
term. AN EXISTING PAGE COMPLEMENTARY

6. COMPLEMENT 5. LINK...
Your new page is complementary. As it is new it has the potential to conflict so theme ...any existing and relevant complementary pages to your new content, using the destination
and link between this and the chosen existing page carefully. This page may well position theme term as the anchor text. Don’t overdo it! These should benefit the searcher as well as
in its own right for derivative and longer tail queries. Google.

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 159

End