Rethinking SEO Content Strategy pt. 1 — Loren McKechnie // Palo Alto Networks

Show Notes

• 02:22
  The role of SEO

  The role of SEO is to act as a translator between customers and companies, identifying their desires and queries through keyword analysis, and conveying them to the companies. Alongside this, having a business mindset is crucial for effective performance in this role.
• 03:45
  The traditional approach to content strategy

  The traditional approach involves focusing on the product and its features. However, effective SEO involves aligning our content strategy with how people search and taking into account the customer's needs and desires as the center of the strategy.
• 05:46
  Challenging the standard content funnel approach in SEO strategy

  This approach is flawed because it assumes a linear path toward conversion. Instead, a more effective approach is to view the journey as a mountain with micro-conversions along the way and to use targeted content to bring customers along on that journey.
• 09:21
  Understanding the customer journey in SEO

  It's important to think like your customer when creating a website, but it's not always easy. You want your website to feel like the best resource for them and guide them toward seeing your products as the best solution for their problems.
• 10:19
  What influenced Lorens unique approach to the standard content funnel

  Loren grew up in a family of psychologists which shaped his interest in understanding how people think. Likewise, his experience in sales and Robert Cialdinis Presuasion also contributed to his understanding of what customers want and how they make buying decisions.
• 15:08
  The importance of pre sales content in enterprise decision making

  In an enterprise, decisions are often made before contacting the sales team. As a result, its crucial to have content that supports the customer's decision-making process beforehand and this is where social video plays a vital role.
• 16:05
  Leveraging first party data for an effective enterprise content strategy

  Big enterprises have an advantage in terms of having a good brand, social sentiment, and lots of backlinks. However, leveraging first-party data for market analysis and providing insights to the media can boost an enterprise's content strategy and improve its brand's visibility.
• 18:22
  Understanding the role of machine learning in search engine algorithms

  While search engine algorithms rely heavily on machine learning, they use human-supervised machine learning to refine user experience and refine search queries. Ultimately, creating a winning user experience is essential for generating traffic.
• 20:43
  AIs impact on content production

  Collaboration is key in SEO, as AI cannot replace the insights gained from human perspectives and experiences. While AI can aid in content analysis and optimization, a holistic approach that addresses customer needs and preferences at every step is necessary for a seamless content journey.