Searching for Answers: Content-Based Search Engine Optimization

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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 …

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.

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  • 1. Hi, I’m John Marzolph. Solutions Architect at
  • 2. The Evolution of SEO.
  • 3. of Search Engine Optimization was Off-Page Backlinking. 75%
  • 4. On-Page Optimization Yesterday’s Optimization.
  • 5. Today’s Success. Products Legacy Voice Audience Blog / Articles / News Videos Infographics Social Engagement Natural Content Placement
  • 6. The Algorithm.
  • 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. Updates Since “May Day.” 2010-2013
  • 9. The Focus: On-Page Fresh, Original, Deep 300-500 Words Clean
  • 10. The Focus: Local Google+ / Local Prioritizing Local Results
  • 11. The Focus: Linking Natural Linking > Quantity Social Conversation
  • 12. of Search Engine Optimization was Off-Page Backlinking. 75%
  • 13. Fresh, Quality On-Page Content. 75%
  • 14. When it Comes to Content, More is More. Less is More.
  • 15. The Parable of the Naked Lawyer.
  • 16. Have you ever meta guy who didn’t look good in a suit?
  • 17. Content Builds Authority.
  • 18. It has to be fresh. (Google gets bored with old stories)
  • 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. Seriously.
  • 21. Don’t Sell the Product.
  • 22. Sell the Solution.
  • 23. More Ways than One.
  • 24. So, you get it. But how do you do it?
  • 25. 3 Ways to Optimize Content on Your Site: Layering Building Embedding
  • 26. Layering Building Embedding 3 Ways to Optimize Content on Your Site:
  • 27. Webfonts, Alt-Text & Markup.
  • 28. Mouse-Overs with Crawlable Text.
  • 29. Expandable Div Tags.
  • 30. Layering Building Embedding 3 Ways to Optimize Content on Your Site:
  • 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. 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. 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. 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. Layering Building Embedding 3 Ways to Optimize Content on Your Site:
  • 36. Embed & Integrate Video Ratings & Reviews Social Integration
  • 37. It works.
  • 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. Where does backlinking come into play?
  • 40. Blog / Articles / News Videos Infographics Social Engagement Natural Content Placement Your Site.
  • 41. Bloggers & Influencers Always Need Content. There’s a Blog & Writer for Everything. Make it Worth Their (and Your) While. Encourage Reader Sharing.
  • 42. Directory Submissions (Is Still Kind of a Thing) DMOZ and Yahoo! still utilize directories for a portion of their search ranking criteria.
  • 43. Direct Link Placement Source must be relevant to your product category.
  • 44. Press Releases Great way to build links… but…
  • 45. But what is traditional link building really doing?
  • 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. Instead of focusing on links, focus on the conversations.
  • 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. 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. 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. The Life-Long Impact of a +1
  • 52. How do we quantify results?
  • 53. A Simple Equation, with Easily Accessible Data.
  • 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. $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. Let’s Recap.
  • 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. 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. 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. 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. Thank you.