#SMX #31A3 @intel
Leveraging Search to Create A Unified Customer Experience
#SMX #31A3 @intelFrom the Edge to the Core
What happens when you live on the edge?
#SMX #31A3 @intel
You become a party of one - an isolated island, disconnected from the core
#SMX #31A3 @intel
What happens when the isolated islands span:
hundreds of domainshundreds of thousands of pagesdozens of ccTLDs
#SMX #31A3 @intel
You get a plethora of siloed, disparate sites across multiple platforms that rarely talk to each other
#SMX #31A3 @intel
Why is this a problem?
Because customers get a plethora of siloed, disparate sites across multiple platforms that rarely talk to each other….
#SMX #31A3 @intel
Making it difficult for them to find relevant content easily, resulting in a poor user experience
#SMX #31A3 @intel
First, it brought this problem to light
What is the role of search?
#SMX #31A3 @intel
And beyond that
Search plays an important part in corralling the disparate site experience
#SMX #31A3 @intel
How Exactly is Search Going to Do that?
Search enables a unified customer journey by strengthening the connective tissue between experiences to deliver a User First approach
#SMX #31A3 @intelFrom the Edge to the Core
The Role of Search in Content Strategy
#SMX #31A3 @intel
The Value of Search
Search AsA
Channel
Search As
Insight
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Our goal as marketers is to understand and connect with our audience
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How do we gain an understanding of our audience?
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We start with the “world’s largest focus group”
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What do we learn?
What are they interested in?What problems do they have?Who influences their journey?What content types are they finding?
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With key insights from search, we quickly learn the most effective way to connect with our audience….
Often before they have even considered our brand.
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How do we adopt this User First approach?
#SMX #31A3 @intel
Enterprise Search & Content Maturity Curve
Maturity
Busi
ness
Val
ue
Afterthought Input Coordinated Unified
Brand
First
UserFirst
#SMX #31A3 @intel
Enterprise Search & Content Maturity Curve
Maturity
Busi
ness
Val
ue
Afterthought Input Coordinated Unified
Can you help us optimize this content we already have?
Can you tell us what keywords we should target for the content we’re going to create?
Can you tell us how to best coordinate our content efforts across our Business Units/Brands?
#SMX #31A3 @intel
Enterprise Search & Content Maturity Curve
Maturity
Busi
ness
Val
ue
Afterthought Input Coordinated Unified
Can you help us define a unifying content strategy across our BUs/Brands that delivers a consistent and streamlined experience for every user?
Paradigm Shift
#SMX #31A3 @intelFrom the Edge to the Core
Building the Bond – An Intel Case Study
#SMX #31A3 @intel
Solution Overview
BDM
Maker
Gamer
Strategy
Strategy
StrategyStrategy
Strategy
Strategy
ITDM
Developer
Consumer
Each group creates their own content based on their particular perspective• Content is created in silos resulting in
different experiences across the site.• We create large amounts of detail content
with no central hub of authority on topics.
In short, the user experience is inconsistent and often results in poor journeys.
#SMX #31A3 @intel
Objective
Strategy
BDM
ITDM
Deve
loper
Maker
Gamer
Cons
umer
Current State Goal State
We are aligning to a Unifying Central
Strategy that provides a consistent, streamlined
experience for every user.
BDM
Maker
Gamer
Strategy
Strategy
StrategyStrategy
Strategy
Strategy
ITDM
Developer
Consumer
#SMX #31A3 @intel
Solution
CMS
Utilize a consistent site structure that delivers a
streamlined experience for each user
Dynamic Site Structure
CMS Templates
Deliver a consistent experience through the use of defined Page Types and Life Cycle management
Page Types/Life Cycle
Customer Intent Modeling
Create content that aligns with the interests of our
audience
User Intent
Personalization Technology
Improve relevance and deliver a simplified
experience for every user
Contextualization
Dynamic Content Delivery
Leverage engagement on high traffic pages to
merchandise our solution offerings
Merchandising
Mobile OptimizationOptimize the Experience based on the User’s Device
Right Device
Web AnalyticsMonitor KPIs to understand what’s working or not working and why to continually optimize our efforts
Close the Loop
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Direct
InDirect
Organic Traffic data can help us determine if our content is balanced between the interest of our brand and our users
Direct - Content earns ranking in search which results in Direct clicks
Indirect - Other content on the site ranks in search resulting in pageviews of content from cross links
How Do We Know it’s Working?
#SMX #31A3 @intel
How Do We Know it’s Working?
Balanced Hub PagesWhen a hub page is well balanced it receives an equal blend of Direct and Indirect Pageviews.
• Direct Views – Hub Pages earn visibility in search through relevance and authority
• Indirect Views – Hub Pages act as the central hub of for neighborhoods of content
Detail
Detail
Detail
Detail
Detail
Detail
Detail Detail
Detail
Hub
#SMX #31A3 @intel
Hub
Detail
Detail
Detail
Detail
Detail
Detail
Detail Detail
Detail
How Do We Know it’s Working?
Balanced Detail PagesDetail content should be evenly distributed across a spectrum from:
What Our Audience is Looking For (Direct) to What We Want to Say (Indirect)
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Putting it All Together
This holistic approach based on a unifying central strategy utilizes a Site Structure built on the use of Page Types with defined roles to meet the needs and interest of diverse audiences resulting in a consistent and streamlined experience for each user.
Delivering the right message to the right user at the right time
Strategy
BDMITDM
Deve
loper
Maker
Gamer
Cons
umer
#SMX #31A3 @intelFrom the Edge to the Core
Extending the Value of Organic Search
#SMX #31A3 @intel
Transforming the
BrandDisruptExpandDefend
& Extend
Leverage strength, history, and equity garnered from PC market to create relevance and credibility in adjacent categories
Spotlight new-to-market products, embedded technologies and security solutions to expand Intel brand definition. Focus on the cutting edge of technology innovation
Evolve focus to what the technology inside enables in better, more powerful, more meaningful, more immersive, more engaging product experiences
Offer a clear path for our millions of monthly visitors to explore content on new adjacent categories
Leverage search insights to create content that goes beyond our core.
Explore new content opportunities focused on non branded terms that intercept searchers that are not yet considering our brand
Search as a Brand Builder
#SMX #31A3 @intel
Search is the one channel that ties all of the disparate sites together.
There have never been more ways to engage with our customers. While nearly every path is unique, Search almost always plays a role in the journey.
Search as the Key Connective Tissue
#SMX #31A3 @intel
Search as a native advertising tool
We can exploit millions of FREE impressions to a highly qualified target audience each month to promote new content aligned to business critical priorities.
We do this by developing an action plan to improve the merchandising power of the site by leveraging our top pages from organic search to promote our priority campaigns and drive engagement.
#SMX #31A3 @intel
Key Takeaways
Think “User First” Balance content between what you want to say and what
your audience cares about Adopt a Digital Native approach
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