Content Marketing for SEO
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Content Marketing for SEO

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SEO is no longer about people finding your content. It's about your content finding your target audience.

SEO is no longer about people finding your content. It's about your content finding your target audience.

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Content Marketing for SEO Presentation Transcript

  • 1. Content MarketingFor SEOBernie Borges, CEO Find and Convert
  • 2.  History of Search Future of Search The SEO Mindset SEO Best Practices Content Marketing for SEOWhat You’ll Learn
  • 3. History of Search
  • 4. Origin of SEO: Google PageRank
  • 5. Anchor Text in SEO
  • 6. Baseball AnalogyAnalogous to PostGoogle Panda &PenguinPeople always seekto find shortcuts….
  • 7. Blog NetworksMarketers are nodifferent…
  • 8. Article Marketing
  • 9. Future of Search
  • 10.  What does Google want? Provide answers to search intent and not just give links. Want to connect topic, ideas, people, places, things What is? When? Where are? Answers questions What is Pi? What is the harlem shake?Future of Search
  • 11.  How will Google connect all this data? Entities Google Authorship Synonyms (Topic based) Imagine a search engine that differentiates 101 levelcontent and 401 level content.Future of Search
  • 12. Knowledge Graph Answer 30% of users nextqueries Connects the dotsbetween entities.
  • 13.  Google is connecting authors that write quality content(receives links, social, co-citations) and connecting themwith the vertical that they write in.Google Authorship
  • 14. Co-Citation = Content Marketing
  • 15.  Co Citation is when a Brand is “cited” without a directlink in context to the brand. Example: Coca Cola mentioned in articles regarding softdrinks.Co CitationExcerpt from the Wall Street Journal.
  • 16.  How does Google determine the authority of thewebsite? How does Google determine the quality of content? How does Google determine higher quality for 2identical pieces of content? Answer: Links, Social, & Co Citations to a webpage.Authority
  • 17.  Google identifies high quality content through back-links, social shares, co-citations. E.g., Faces of MethEffects of Content Marketing on SEO
  • 18. The New SEO Mindset
  • 19.  Write for humans Don’t write for search engines Quality of the content in context is KING Long form content prevails 1000 words plus Be Marketers not Google Manipulators Be Awesome  Be CreativeThe New SEO Mindset
  • 20.  Create linkable assets Interview series Tools Contests Polls Cover current news events (in real time)Creative Content Marketing for SEO
  • 21. SEO Best Practices
  • 22.  Webpages rank, not Websites Anticipate User Intent in a keyword search Closely related keywords can target the same page Cars, Autos, Automobile, Vehicle Blog Posts are good for Long TailBest Practices - Keywords forLanding Pages
  • 23. Keywords
  • 24. “Digital Marketing Strategy Examples”
  • 25. Silo Architecture / Landing Pages
  • 26. Silo Architecture in Services Business
  • 27. Keyword Approach - Shotgun not Sniper
  • 28.  Be natural, be relevant Know your target audience If you do optimize content use synonyms But DONOT over-think, be human Link within, not among silos Images & videos enhance the quality of a postBest Practices - Content
  • 29.  How are URLs performing? (Not Keywords) Traffic Links SocialBest Practices - Content Performance
  • 30.  They comment, share, and link to content. Helpsdomain authority for discoverability. More importantly if the site gets hit by a futureupdate all traffic will not cease.Best Practices – Build an Audience
  • 31.  How will people find your awesome content? A) Either you have a huge audience B) Or outreach has to be done Create “remarkable” content Reach out to people & websites in yourvertical Leverage the employee team if possible Reach influencersBest Practices - Promotion
  • 32. Best Practices – Balanced TrafficSources
  • 33.  Internal Links should be natural, for the user Can’t vote yourself up for competitive keywords Stay within a silo Internal Links should support a landing page. Blog posts can interlink with each other. The more internal links on a page the less linkjuice is passed to each page.Best Practices - Onsite
  • 34.  Use appropriate meta data for images. Don’t juststuff keywords in the image. Title and H2 should be different. Don’t over optimize URLs E.g., www.website.com/my-first-keyword-1/second-keyword-here/third-keyword-hereBest Practices - Onsite
  • 35. Use SEO Tools
  • 36.  Create blog structure as Category - www.website.com/blog/name-of-category Blog Post - www.website.com/blog/blog-post This prevents having duplicate content on siteif multiple categories are selected for a post.Best Practices - Onsite
  • 37. Blog Structure Categories
  • 38. Content Marketing for SEO(the nitty gritty)
  • 39. • Start with the Goal• Each content series or piece of content• Sample Goals• SEO• Thought leadership• Brand building• Competitive differentiation• Lead generation• Attracting back links• Tools, top 10 lists,• “Newsjacking”The Content Strategy
  • 40. The Content Strategy• 3 Key Elements• Persona analysis• Keyword strategy• The content theme
  • 41. • Three roles• Producer• Director• Subject matter expertsContent Production Process
  • 42. • Content CalendarContent Production Process
  • 43. • Repurpose Content• Video• Podcast• White paper• E-book• Webinar• Blog postsContent Production Process
  • 44. Optimizing Content
  • 45. • Use Compelling ImagesOptimizing Content
  • 46. • Reference Others• Interview OthersOptimizing Content
  • 47. • Create a Pleasant ExperienceOptimizing Content
  • 48. Create a Pleasant Experience
  • 49. Optimizing Content
  • 50. Optimizing Content• Link Back• Link once or Twice
  • 51. • Sharing is key• Advertising• Social sharing• Blog comments• Employee sharing• Webinars• Your networkContent Promotion
  • 52. • Understand SEO• Develop a Content Plan• Follow a Process• Content Sharing is Key• It’s a Marathon not a SprintContent Marketing for SEOSummary
  • 53. Source: Kuno Creative
  • 54. SEO is no longer about people findingyour content…It’s about your contentfinding your target audience….Bernie Borges
  • 55. FREE E-BOOK
  • 56.  The Future of Search http://www.slideshare.net/bernbay/future-of-search-18762675 Anchor Text in SEO http://www.iacquire.com/blog/18-meta-tags-every-webpage-should-have-in-2013/ Over-optimization http://www.seomoz.org/blog/6-changes-every-seo-should-make-before-the-over-optimization-penalty-hits-whiteboard-friday Content Performance http://uk.blueglass.com/blog/content-auditing/ http://pointblankseo.com/scrape-rate http://ipullrank.com/scrape-rate-and-shareability-rate/Sources
  • 57.  Inbound Marketing: Google’s Sweet Spot http://www.kunocreative.com/blog/bid/70764/Why-SEOs-are-Finding-Themselves-Reporting-to-Content-Marketing Silo Architecture http://www.bruceclay.com/seo/silo.htm Landing Pages http://yoast.com/cornerstone-content-rank/ Entities / Synonyms http://www.youtube.com/watch?feature=player_embedded&v=NpnnXt7CHMU http://www.seobythesea.com/2013/01/insignificant-terms-in-queries/Sources
  • 58.  CoCitation / CoOccurence http://www.seomoz.org/blog/prediction-anchor-text-is-dying-and-will-be-replaced-by-cocitation-whiteboard-friday http://www.seobythesea.com/2012/11/ranking-webpages-relationships-co-occurrence-patent/ http://www.seobythesea.com/2012/11/not-all-anchor-text-is-equal-other-co-citation-observations/ http://www.searchenginejournal.com/co-citation-and-co-occurrence-the-next-big-thing-in-seo/60724/Sources
  • 59.  PageRank Definition http://www.smashingmagazine.com/2007/06/05/google-pagerank-what-do-we-really-know-about-it/ Matt Cutts http://www.theshortcutts.com/ http://www.youtube.com/watch?v=JMY-iNnqUIo URLS http://www.not-implemented.com/urls-are-for-people-not-computers/Sources