How consumers use search
Gain an understanding of the long tail principle plus other influencing factors which affect the customer journey and marketing funnel such as search intent.
Exploring the long-tail and how this impacts the SERP landscape
We’ll delve deeper into the benefits of long-tail keyword strategies and provide you with tools and techniques to identify the long-tail queries you should be targeting
Using keyword research to identify product- and audience-focused long-tail content opportunities
Modern marketers know that online success is rooted in a thorough understanding of both your niche and your target audience. In this session, we’ll look not only at how to research for the keywords you’ll target on your site, but how to align those keywords with the insights you have on your audience and how they behave.
Assessing your existing content
Most businesses will have existing content – and there can be a huge amount of value to be gained from reviewing and updating what you already have, as you’ll learn in this session.
Creating new funnel-focused content
In this final session of the day, we’ll talk more about how to create compelling content that targets long-tail keywords, covering content formats, content inspiration and content structure before tying together everything we’ve learned throughout the day.