Content Types That Win In The New Consideration Era

What We’ve Learned from Millions in SEO Revenue: Content Types That Win in the New Consideration Era
In this talk, we’ll explore the New Consideration Era, where modern buyers take longer paths to conversion, interact with brands across multiple channels, and rely on trust signals long before they’re ready to purchase through different forms of content. In this environment, SEO must evolve from a traffic channel into a system that supports influence, authority, and decision-making.

Drawing from real performance data across eCommerce, B2B, and B2C brands, we’ll unpack how content performance and digital PR now play a critical role in SEO outcomes. You’ll learn how high-performing teams are connecting search, content, and PR to shape consideration – not just capture demand.

Attendees will learn:

Why traditional SEO metrics fail to capture modern buying behavior

How content performance differs across business models – and why that matters

How digital PR strengthens SEO by accelerating trust and authority signals

A practical approach to connecting SEO, content, and PR into one cohesive growth strategy

Transcript

1. What We’ve Learned from Millions in SEO Revenue: Content Types That Win in the New Consideration Era HiveMCR
2. Who Am I? I’m Sophie, co-founder & director of StudioHawk US • I’ve been in SEO for over a decade across agency, in-house & consultancy. • Judge at UK Search, European Search & Global Search Awards. • Speaker at events across the globe. • Worked across a wide variety of brands (B2B & B2C) including:
3. What will we be covering today? SEO’s Strategic Rebranding 1. Content That Resonates 2. 3. The AI Impact 4. A Future Roadmap
4. SEO is going through a strategic rebranding
6. SEO is becoming a foundational system for managing brand perception
7. Buying Journey Metric 2024/2025 Trend Business Implication Point of First Contact Shifted from 69% to 61% Influence must happen earlier in the cycle. Winning Vendor on Day-One Shortlist 95% (Up from 85%) Late-stage sales intervention is ineffective. Average Prior Category Experience 8-9 Purchase Journeys Buyers are sophisticated and cynical. Vendors Evaluated Average of 5.1 High competition for consideration. Reliance on Vendor Websites Only 9% trust them Third-party authority is non-negotiable.
8. The biggest barrier to success is continued reliance on legacy metrics
9. Source: Ahrefs
10. Source: Ahrefs
11. As of 2025, approximately 60% of all Google searches end without a click to a third-party website.
12. On mobile devices, this zero-click rate rises to 77.2%
13. Metric Change (2024 vs 2025) Data Point Strategic Implication Aggregate Daily Searches 9.1B to 13.6B (+7-60%) Search intent is higher than ever Median Publisher Traffic -10% YoY Traffic is being decoupled from volume CTR with AI Overviews 8% (vs 15% without) Visibility on the SERP is the new KPI AI-Cited Source Click Rate 1% Direct clicks from AI are negligible Zero-Click Rate (Mobile) 77.2% Mobile SEO must focus on SERP dominance
14. Share Of Voice is now becoming a Predictive Metric Source: Channel Sight Source: Bandana - quoting Les Binet’s research
15. What types of content resonate with audiences in the New Consideration Era?
16. Source: Coveo Source: CommerceTools Data shows that the average purchase now involves 13 stakeholders
17. B2B Content Type Performance Signal Revenue Impact Case Studies 73% Purchase Influence 34% Increase in deal size. Research Reports 76% Download Rate 18% Reduction in sales cycle. Product Demos 89% Sales Acceptance Direct conversion driver. Comparison Guides +2.3% Share Growth Captures high-intent evaluation traffic. ROI Calculators Buying Readiness High-intent indicator. Source: HumansWithAI Source: CommerceTools Source: SalesWings Source: Siege Media
18. Source: Coveo Source: CommerceTools The B2C journey is more emotionally-driven
19. B2C Channel / Format Engagement Rate Revenue / Awareness Signal TikTok Videos 17.96% +340% Brand Awareness Instagram Reels 8.94% +86% Website Traffic YouTube Shorts 4.12% High intent discovery Live Streaming 10x more comments Authentic connection driver Social Commerce $13T Market (2033) Direct in-platform purchase
20. High Performing Content Now Reduces Uncertainty
21. Decision Stage Content
27. Why does this type of content win in search?
28. Captures high intent Aligns with how people evaluate today Performs well in AI citation Closer content gets to a buying conversation, the more revenue impact it creates
29. Captures high intent Aligns with how people evaluate today Performs well in AI citation Closer content gets to a buying conversation, the more revenue impact it creates
30. Captures high intent Aligns with how people evaluate today Performs well in AI citation Closer content gets to a buying conversation, the more revenue impact it creates
31. Captures high intent Aligns with how people evaluate today Performs well in AI citation Closer content gets to a buying conversation, the more revenue impact it creates
32. Experience-Led Content
35. According to Edelman’s 2023 Trust Barometer, 90% of consumers say authenticity is a key factor in choosing which brands they support.
36. Why does this type of content win in search?
37. Easy to summarize It offers proprietary insight AI cannot replicate lived experience Builds trust & differentiation
38. Easy to summarize It offers proprietary insight AI cannot replicate lived experience Builds trust & differentiation
39. Easy to summarize It offers proprietary insight AI cannot replicate lived experience Builds trust & differentiation
40. Easy to summarize It offers proprietary insight AI cannot replicate lived experience Builds trust & differentiation
41. Entity & Brand Building Content
43. Coverage Highlights
44. The AI Impact
45. Key to brand citation in AI Chatbots: Deep Content Source: Growth Memo
46. Source: Growth Memo
47. Source: Growth Memo
48. Source: Growth Memo
49. Source: Growth Memo
50. Source: Zyppy
51. Source: Zyppy
52. Source: Zyppy
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64. Source: Zyppy
65. Source: Zyppy
66. Source: Zyppy
67. Source: Zyppy “Please don’t consider these content types “get out of jail free” cards. When done with minimal or even above-average effort, you can still lose by producing a less-than-stellar output.”
68. Future Roadmap
69. The content that wins, is the content that….
70. Offers depth & unique perspective Leverages digital PR & other channels for distribution to audiences Minimizes waffle & “content for content’s sake” Builds trust in the brand & is easily extractable
71. Offers depth & unique perspective Leverages digital PR & other channels for distribution to audiences Minimizes waffle & “content for content’s sake” Builds trust in the brand & is easily extractable
72. Offers depth & unique perspective Leverages digital PR & other channels for distribution to audiences Minimizes waffle & “content for content’s sake” Builds trust in the brand & is easily extractable
73. Offers depth & unique perspective Leverages digital PR & other channels for distribution to audiences Minimizes waffle & “content for content’s sake” Builds trust in the brand & is easily extractable
74. THANK YOU!