Seo context in online marketing

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SEO is Content in Context.

Some valuable information and learning in contextual search, the semantic web and where content fits in online marketing.

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Seo context in online marketing

  1. 1. What you shouldknow about goodcontent and SEO:CONTEXT. @primaryposition
  2. 2. My name is David Quaidand I’ve been working inonline marketing since1996. I’ve worked for lotsand lots of companies,big and small, all over Currently Ithe world. I’m not going head upto bore you with the Primary Position, andetails. But I know a SEO and PPCthing or two about online agency basedmarketing. in Ireland.
  3. 3. What have we heardso far?
  4. 4. What have we heardso far? Good content Content is king Users love it Google loves it
  5. 5. We lack a properdefinition for GoodContent
  6. 6. We lack a properdefinition for GoodContentWe all have a differentperspective.
  7. 7. There are many mythsabout SEOThere are many forcontent writing too
  8. 8. Content must be gripping In other words, stuff I like
  9. 9. Content should be serious In other words, stuff I like
  10. 10. Content should bepopular And never offend?
  11. 11. Content is defined by theuser’s perspective. Notyours.We need to stop pitching and startlistening. If you are not thecustomer, then the content is notfor you,…..
  12. 12. Web visitors are expensiveDifferent valuation models existbut we value an average visitorfrom €1 and we value targetedvisitors from €50 and up.
  13. 13. Web visitors are neverrandomWe keep thinking of viral effectsand random stumbles. Trafficdoesn’t work this way.
  14. 14. Web visitors are neverrandom or viralThe early era of web design wasdominated by thinking like this:
  15. 15. My new Sellotape website isso awesome…
  16. 16. The hope that yourdesign/content/video will go viral
  17. 17. You’ll die waiting
  18. 18. Because need +perspective + location+timing = context
  19. 19. Understand the user journey
  20. 20. Understand the user journeyYou might know where you want them to go, but they can get lost easily
  21. 21. Understanding the user journeyIs the least appreciated problem in online marketing
  22. 22. How will the user find you,not how will you know who the user is
  23. 23. Random stumble?
  24. 24. Random stumble?(this is how most content writers hope they’ll be found)
  25. 25. I just want tobuy something. Anything
  26. 26. I just want to buy Do yousomething. Anything assume consumers are like this?
  27. 27. Try to solve a problem!
  28. 28. I’m not sure about reading, I just need This is help closer to reality
  29. 29. I need a pizza. Here. Now Context
  30. 30. Content alone isn’t marketing
  31. 31. Getting people to content is the challenge. Because we don’t have the channels (read this carefully)
  32. 32. Creating routes to content = marketing
  33. 33. ChannelsPlatform + Content +/= Audience
  34. 34. Content
  35. 35. New Platforms
  36. 36. AudienceYou have platforms but where’s the audience?
  37. 37. Challenges So now we can produce brilliant content. From our keyboards Photos and videos Thoughts, ideas, …..
  38. 38. Challenges So now we can produce brilliant content. From our keyboards Photos and videos Thoughts, ideas, ….. There are now over 30 Trillion* web pages * Source: Google
  39. 39. Challenges Google sits between your site content and your intended target. Why YOU? (from 30 trillion other pages)
  40. 40. Challenges Google* sits between your site content and your intended target. *Unless you’re a paid up member of the flat earth society and don’t believe in search engines.
  41. 41. Challenges Google* sits between your site content and your intended target. *Unless you’re a paid up member of the flat earth society and don’t believe in search engines. Which is totally fine with us by the way.
  42. 42. ChallengesYour Content
  43. 43. ChallengesYour Content Your target
  44. 44. ChallengesYour Content Your target
  45. 45. ChallengesYour Content Your target Your new best friend?
  46. 46. ChallengesYour Content Your target Or your worst nightmare?
  47. 47. How does GoogleRead your content?
  48. 48. How does GoogleRead your content? Well, probably not how you’d hope
  49. 49. Probablymore like this
  50. 50. Just some sample myths #1 .com doesn’t mean instant .global just add water.com means .commercial and 90% of the time is localised just like .ie or .co.uk
  51. 51. Just some sample myths #2 Search engines don’t “love” fresh content10 year old pages will rank just fine. News items or items that deserve new content = QDF (Query Deserves Freshness)
  52. 52. Just some sample myths #3 Blogging more = more ranking If you don’t understand Authority, how to grow it and howblogging about different topics makes your site narrower and dilutes the value of your Authority+Relevance, then you’re probably in for a huge dissappointment
  53. 53. So how does Google See your content?
  54. 54. How does Google View your content?What people search for and when = context.What shows = what Google wants
  55. 55. Google already has tons and tons of content abouteverythingWriting more of it doesn’t make you stand outany more
  56. 56. Firstly: if people find you and then jump back tosearch, you can be sure that Google knows…
  57. 57. Well Jim, they didn’t like that site! No, not at all so lets send them some where else next timeAnd its not going to repeat that mistake often….
  58. 58. Secondly, Google doesn’t read. It doesn’t careabout grammar, spelling or prose. It doesn’t have ataste. It’s equally ambivalent about Shakespeareand Fifty Shades of Grey.
  59. 59. Secondly, Google doesn’t read. It doesn’t careabout grammar, spelling or prose. It doesn’t have ataste. It’s equally ambivalent about Shakespeareand Fifty Shades of Grey.
  60. 60. Most would be content writers think that content found in a web forum like www.boards.ie is terrible
  61. 61. Most would be content writers think that contentfound in a web forum like www.boards.ie is terribleAnd it probably/generally can be.
  62. 62. Google loves User Generated content. It likes 3rdpart validation. Not just reviewsBut comments and postsAnd connectivity
  63. 63. User Generated Content ? Typos? Frickin Awesome!
  64. 64. Another way to think about this…. Is to ask how doesn’t Google view your content
  65. 65. This does not happen at Googlewhen you publish your blog posts. Ever.
  66. 66. So you wanna be a content writer eh?
  67. 67. So you wanna be a content writer eh? Well step right up pilgrim!
  68. 68. Developing a Top Strategy for contentdevelopment for Search Marketing****No flat earth society types need apply
  69. 69. Developing a Top Strategy for contentdevelopment for Search Marketing**Share your expertiseDon’t think of this as free education**No flat earth society types need apply
  70. 70. Share your expertiseDon’t think of this as freeeducation
  71. 71. Share your expertiseMake peopleunderstand how muchyou know in order tobecome where you are
  72. 72. .
  73. 73. Tell a storyBut tell your story. Notsomebody elses…
  74. 74. Pay it forwardHelp people. BeGenuine.They will appreciate it.
  75. 75. Be Targeted
  76. 76. Don’t go splatter gunJust because someonetold you to use theKeywords tool doesn’tmake it OK to write abouteverything that’s trending
  77. 77. That’s just. Well.
  78. 78. That’s just spammyWriting about popular stuffto get visits is the modernequivalent of keywordstuffing.
  79. 79. That’s just spammyWriting about popular stuffto get visits is the modernequivalent of keywordstuffing.Google’s watching you
  80. 80. In fact, here’s a top tip:If you have content with a highbounce rate or low click-throughs –then consider killing it or marking itfor NoIndex.
  81. 81. In fact, here’s a top tip:If you have content with a highbounce rate or low click-throughs –then consider killing it or marking itfor NoIndex.You’re not buying into thisare you?
  82. 82. How many times have you seenyours or someone elses privacy statement rank?
  83. 83. How many times have you seenyours or someone elses privacy statement rank?
  84. 84. Because people don’t Understand Authority + Relevance They end up doing silly stuff.Like ranking their Privacy statement.
  85. 85. Because people don’t won’t Understand Authority + Relevance They end up doing silly stuff.Like ranking their Privacy statement.
  86. 86. Worrying about content Start thinking about Context
  87. 87. You probably don’t knowthis but Google have gone on record about itWhen Google finds your site, it gives you a “crawl allowance.” This is based on your Authority This is time based
  88. 88. This is fine if the allotted time is enough to crawl your site
  89. 89. But very frustrating if you start growing yourcontent without growing your authority
  90. 90. Your site content must be relevant and the sitestructure built to support it or it will just get ignored
  91. 91. Content that has a highbounce rate will simply get removed.Content that doesn’t fit will just ignored
  92. 92. If nobody links to it, then Google thinks its probably not of much importance =Authority
  93. 93. TimingLocationSearch= Context
  94. 94. The problem with Google is thatits so good at solving complicated search and context issues that most people don’t even have to think about it.
  95. 95. There was a belief, especially inacademic circles, that semantic web would somehow replace Google
  96. 96. But Google have already invented the perfect semantic search Google returns map, flight times, currencyconversions, translations and even cinema timetables in real time search
  97. 97. Authors have an inherent bias towards their own content. And it can be a little difficult tounderstand why not everyone loves their content. Or even cares. Content is emergent, not rigid
  98. 98. A search for “Champions League” isa different search from yesterday…Because different teams are playing but in the same championship. The user knows that. So does Google.
  99. 99. Google’s value add is that it ignores the Author’s bias.That’s why it ignores meta data for ranking.
  100. 100. Google understands context. Do you?Please say hi @primaryposition on twitterAnd visit our website at Primaryposition.com

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