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Putting the Fun in Funnel: Old-skool marketing theory to supercharge your content strategy

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About this talk

In this session Helene will offer her unique perspective on using the conceptual framework of the conversion funnel to structure SEO-focused content.

Google’s personalisation features means that if a user has been to a site recently, that site ranks better for related future searches. By tailoring content around the conversion funnel we can model user-centric digital journeys from search.

Using the funnel, we can understand more about user intent and purpose, and focus on the right spread of content types. For some decisions, the user is taken from awareness to consideration and down to their final action in a matter of hours. Other decisions take longer to move from interest until the final decision - sometimes months.

But search is involved in every stage of their journey.

Helene’s talk will show…

How to leverage Google’s personalisation feature to rank better in personalised SERPs How to prioritise content types for each stage of the conversion funnel How to mesh SEO with UX to ensure clearer, outcome-focused on-site user journeys.

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