Hi, I’m John Marzolph.
Solutions Architect at
The Evolution of SEO.
of Search Engine Optimization
was Off-Page Backlinking.
75%
On-Page Optimization
Yesterday’s Optimization.
Today’s Success.
Products
Legacy
Voice
Audience
Blog / Articles / News
Videos
Infographics
Social Engagement
Natural Conte...
The Algorithm.
(First Update)
Casandra
Dominic
Esmerelda
Fritz
Florida
Boston
2002 2003
Brandy
Austin
2004
Bourbon
Gilligan
Jagger
Allegr...
Updates Since “May Day.”
2010-2013
The Focus: On-Page
Fresh, Original, Deep
300-500 Words
Clean
The Focus: Local
Google+ / Local
Prioritizing Local Results
The Focus: Linking
Natural Linking > Quantity
Social Conversation
of Search Engine Optimization
was Off-Page Backlinking.
75%
Fresh, Quality On-Page Content.
75%
When it Comes to Content, More is More.
Less is More.
The Parable of the
Naked Lawyer.
Have you ever meta guy who
didn’t look good in a suit?
Content Builds Authority.
It has to be fresh.
(Google gets bored with old stories)
It has to be original.
(Google hates it when you say the same thing
over and over again – or when you try and
pass off som...
Seriously.
Don’t Sell the Product.
Sell the Solution.
More Ways than One.
So, you get it.
But how do you do it?
3 Ways to Optimize Content on Your Site:
Layering Building Embedding
Layering Building Embedding
3 Ways to Optimize Content on Your Site:
Webfonts, Alt-Text & Markup.
Mouse-Overs with Crawlable Text.
Expandable Div Tags.
Layering Building Embedding
3 Ways to Optimize Content on Your Site:
Are you an attorney, or do
you just have a nice suit?Q.
I’m an expert on the topic.A.
Types:
Blog
Articles
News
Infographi...
Are you an attorney, or do
you just have a nice suit?Q.
I’m up-to-date.A.
Current means:
Once a Week at Minimum
Topical, S...
Are you an attorney, or do
you just have a nice suit?Q.
I don’t even need to
advertise.A.
Less Branding = More Shares
(Rem...
Are you an attorney, or do
you just have a nice suit?Q.
I’m great at what I do.A.
Let customers write for you:
Ratings & R...
Layering Building Embedding
3 Ways to Optimize Content on Your Site:
Embed & Integrate
Video
Ratings & Reviews
Social Integration
It works.
0
2000
4000
6000
8000
10000
12000
Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13
The ...
Where does backlinking come into play?
Blog / Articles / News
Videos
Infographics
Social Engagement
Natural Content Placement
Your Site.
Bloggers & Influencers
Always Need Content.
There’s a Blog & Writer for Everything.
Make it Worth Their (and Your) While.
...
Directory Submissions (Is Still Kind of a Thing)
DMOZ and Yahoo! still utilize directories for a portion of their
search r...
Direct Link Placement
Source must be relevant to your product category.
Press Releases
Great way to build links… but…
But what is traditional link building
really doing?
“Look at all of these links pointing to my product page! That means I’m
relevant for all of the terms relating to this pro...
Instead of focusing on links,
focus on the conversations.
What the Customer Needs.
Best
Ways to
Get Rid of
Products
How Do I
Article on
Best Ways to
Infographic on
Getting Rid of
O...
The sites that rank highest are those that own the conversation.
Forums
Blogs
Social Media
Product
Review Sites
eCommerce
...
Be the Life of the Party
Topical & Engagement-Centric
Be Sure the Cool Kids are There
Size & Growth Rate of the Audience
B...
The Life-Long Impact of a +1
How do we quantify results?
A Simple Equation, with Easily Accessible Data.
“Advertising Agencies” costs $6.28
If DeferoUSA.com receives 100 visits from this term,
the value of that traffic is equiv...
$4,815.45
$22,873.99
$- $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00
January
February
March
April
May
June
The Pe...
Let’s Recap.
Search Engine Optimization:
The strategic and evolving process of earning optimal search engine results
page ranking for s...
Search Engine Optimization:
The strategic and evolving process of earning optimal search engine results
page ranking for s...
Search Engine Optimization:
The strategic and evolving process of earning optimal search engine results
page ranking for s...
Search Engine Optimization:
The strategic and evolving process of earning optimal search engine results
page ranking for s...
Thank you.
Searching for Answers: Content-Based Search Engine Optimization
Searching for Answers: Content-Based Search Engine Optimization
Searching for Answers: Content-Based Search Engine Optimization
Searching for Answers: Content-Based Search Engine Optimization
Searching for Answers: Content-Based Search Engine Optimization
Upcoming SlideShare
Loading in...5
×

Searching for Answers: Content-Based Search Engine Optimization

412

Published on

The researching consumer is looking for a solution to their problem. Leveraging informational content is a key element for a brand to position itself as the solution to a consumer's issue, and will provide a tremendous lift in search engine ranking overall. This presentation on the content-based search engine optimization shows the power of multi-media content marketing, and its impact on search ranking.

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
412
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
20
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Searching for Answers: Content-Based Search Engine Optimization"

  1. 1. Hi, I’m John Marzolph. Solutions Architect at
  2. 2. The Evolution of SEO.
  3. 3. of Search Engine Optimization was Off-Page Backlinking. 75%
  4. 4. On-Page Optimization Yesterday’s Optimization.
  5. 5. Today’s Success. Products Legacy Voice Audience Blog / Articles / News Videos Infographics Social Engagement Natural Content Placement
  6. 6. The Algorithm.
  7. 7. (First Update) Casandra Dominic Esmerelda Fritz Florida Boston 2002 2003 Brandy Austin 2004 Bourbon Gilligan Jagger Allegra 2005 2006 2007 Buffy Dewey Vince 2008 2009
  8. 8. Updates Since “May Day.” 2010-2013
  9. 9. The Focus: On-Page Fresh, Original, Deep 300-500 Words Clean
  10. 10. The Focus: Local Google+ / Local Prioritizing Local Results
  11. 11. The Focus: Linking Natural Linking > Quantity Social Conversation
  12. 12. of Search Engine Optimization was Off-Page Backlinking. 75%
  13. 13. Fresh, Quality On-Page Content. 75%
  14. 14. When it Comes to Content, More is More. Less is More.
  15. 15. The Parable of the Naked Lawyer.
  16. 16. Have you ever meta guy who didn’t look good in a suit?
  17. 17. Content Builds Authority.
  18. 18. It has to be fresh. (Google gets bored with old stories)
  19. 19. It has to be original. (Google hates it when you say the same thing over and over again – or when you try and pass off someone else’s story as your own.)
  20. 20. Seriously.
  21. 21. Don’t Sell the Product.
  22. 22. Sell the Solution.
  23. 23. More Ways than One.
  24. 24. So, you get it. But how do you do it?
  25. 25. 3 Ways to Optimize Content on Your Site: Layering Building Embedding
  26. 26. Layering Building Embedding 3 Ways to Optimize Content on Your Site:
  27. 27. Webfonts, Alt-Text & Markup.
  28. 28. Mouse-Overs with Crawlable Text.
  29. 29. Expandable Div Tags.
  30. 30. Layering Building Embedding 3 Ways to Optimize Content on Your Site:
  31. 31. Are you an attorney, or do you just have a nice suit?Q. I’m an expert on the topic.A. Types: Blog Articles News Infographics Videos Make it Count: 300-500 Words Linked in Navigation Original Use Long-Tail Keywords
  32. 32. Are you an attorney, or do you just have a nice suit?Q. I’m up-to-date.A. Current means: Once a Week at Minimum Topical, Seasonal & Relevant
  33. 33. Are you an attorney, or do you just have a nice suit?Q. I don’t even need to advertise.A. Less Branding = More Shares (Remember what this content is for)
  34. 34. Are you an attorney, or do you just have a nice suit?Q. I’m great at what I do.A. Let customers write for you: Ratings & Reviews (Hey-o Syndicated Content!) Testimonials Commenting Guest Features
  35. 35. Layering Building Embedding 3 Ways to Optimize Content on Your Site:
  36. 36. Embed & Integrate Video Ratings & Reviews Social Integration
  37. 37. It works.
  38. 38. 0 2000 4000 6000 8000 10000 12000 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 The Proof. Total Articles on the Site Landing Page Visits Organic Search Visits
  39. 39. Where does backlinking come into play?
  40. 40. Blog / Articles / News Videos Infographics Social Engagement Natural Content Placement Your Site.
  41. 41. Bloggers & Influencers Always Need Content. There’s a Blog & Writer for Everything. Make it Worth Their (and Your) While. Encourage Reader Sharing.
  42. 42. Directory Submissions (Is Still Kind of a Thing) DMOZ and Yahoo! still utilize directories for a portion of their search ranking criteria.
  43. 43. Direct Link Placement Source must be relevant to your product category.
  44. 44. Press Releases Great way to build links… but…
  45. 45. But what is traditional link building really doing?
  46. 46. “Look at all of these links pointing to my product page! That means I’m relevant for all of the terms relating to this product.” Home Page Product 1 Product 2 Product 3 Products Google smiles, and replies, “Yeah sure… here are your branded phrases. Nice job.”
  47. 47. Instead of focusing on links, focus on the conversations.
  48. 48. What the Customer Needs. Best Ways to Get Rid of Products How Do I Article on Best Ways to Infographic on Getting Rid of Optimized Product Pages Video on How Do The Content You Have. Site Ranking
  49. 49. The sites that rank highest are those that own the conversation. Forums Blogs Social Media Product Review Sites eCommerce Platforms The Content Generators: Consumer Reports, How Stuff Works, Good Housekeeping The Coupon Sites: Frugal Living, Krazy Koupon Lady, Coupon Mom The Brands: the ones with authority content, and the strongest voice in the conversation.
  50. 50. Be the Life of the Party Topical & Engagement-Centric Be Sure the Cool Kids are There Size & Growth Rate of the Audience Be a Good Host Social Integration with Your Site The Social Clique of Ranking High School (All the Cool Kids are Doing It.) Be Open to Other Circles Google+ Might Not Be Fun, but it’s Important.
  51. 51. The Life-Long Impact of a +1
  52. 52. How do we quantify results?
  53. 53. A Simple Equation, with Easily Accessible Data.
  54. 54. “Advertising Agencies” costs $6.28 If DeferoUSA.com receives 100 visits from this term, the value of that traffic is equivalent to: $6.28 x 100 = $628 CPC x Visits = Value of Organic Search Traffic
  55. 55. $4,815.45 $22,873.99 $- $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00 January February March April May June The Pennies Add Up Total Traffic Value $75,000+
  56. 56. Let’s Recap.
  57. 57. Search Engine Optimization: The strategic and evolving process of earning optimal search engine results page ranking for specific keywords and phrases that searchers use in order to find and buy your product/service, and products/services like yours.
  58. 58. Search Engine Optimization: The strategic and evolving process of earning optimal search engine results page ranking for specific keywords and phrases that searchers use in order to find and buy your product/service, and products/services like yours.
  59. 59. Search Engine Optimization: The strategic and evolving process of earning optimal search engine results page ranking for specific keywords and phrases that searchers use in order to find and buy your product/service, and products/services like yours.
  60. 60. Search Engine Optimization: The strategic and evolving process of earning optimal search engine results page ranking for specific keywords and phrases that searchers use in order to find and buy your product/service, and products/services like yours.
  61. 61. Thank you.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×