2. About Your Presenter…
• President of Vertical Measures - Offering
SEO, Link Building, Social Media &
Content Development Services
• Instructor for the Content Marketing
Institute & Online Marketing Institute
• Author of Accelerate! Move Your Business
Forward Through the Convergence of Search,
Social and Content Marketing
Available on Amazon

3. Twitter: @ArnieK
Why Focus on Search?
• 93% of all buyers
online or in stores use
search prior to making
a purchase
• 86% of searchers
conduct non-branded
queries.
• 94% of buyers click on
organic links versus
6% on paid links for
branded queries.
Sources: GroupM, Did-it, Enquiro, and Eyetools.

4. Twitter: @ArnieK
Universal Search Results
61% of all search results

5. Twitter: @ArnieK

6. Twitter: @ArnieK
Develop Your Strategy
• Why are you creating the content you are creating?
• Who is your audience and who are you?
• Where do you plan to publish your content?
• What will you measure?
• What is different a year from now?

7. Twitter: @ArnieK

8. Twitter: @ArnieK
Start With Keyword Research
• Keyword research should be the
foundation
• What keyword phrases do your
customers use? (Analytics)
• Use tools like….

9. Twitter: @ArnieK
Soovle.com

10. Twitter: @ArnieK
Question & Answer Sites
1618 results

11. Twitter: @ArnieK
Google’s Discussions in Search

12. Twitter: @ArnieK
What Works For Your Competitors?

13. Twitter: @ArnieK
Long Tail is the Key!

14. Twitter: @ArnieK
Content Ideas in a Spreadsheet

15. Twitter: @ArnieK

16. Twitter: @ArnieK
Create Great Content

17. Twitter: @ArnieK

18. Twitter: @ArnieK
All Different – But Core Items
• Content is found through social media and
search engines – so optimize it!
• Web pages, News, Local, Images & Videos
1. Links pointing to your content
2. Titles & title tags (viewed in results)
3. Description meta tag (viewed in results)
4. Image alt text tags
5. H1 Tag (headline tag – only one!)
6. URL structure (short & include KW’s)
7. Page load times

19. Twitter: @ArnieK
Search Optimization Elements

20. Twitter: @ArnieK

21. Twitter: @ArnieK
Promote Your Content
• Understand who your customer is and where they are
online.
• Conduct PR and blogger pitches
• Develop relationships & build partnerships
• People share your ideas, link to your content.
• Those references and citations will help with rankings

22. Twitter: @ArnieK

23. Twitter: @ArnieK
Distribute or Repurpose Content
• RSS feeds
• Email Campaigns
• Social Media Sites
• Video, Photo, Presentation & Podcasts sites
• These links will help your rankings!

24. Twitter: @ArnieK

25. Twitter: @ArnieK
Build Links to Your Content
• Identify low hanging fruit
– Internal links
– Blog & forum participation
• Targeted Links via…
– Competitive research for similar content
– Use search operators to find opportunities
• Ask your clients & suppliers for links!
– Offer t-shirts, gift cards, discounts, etc.
– Or even a good old fashion reciprocal link
• When all else is equal, links win!

26. Twitter: @ArnieK

27. Twitter: @ArnieK
Measure!
• Measure for successes… and
failures
• Check your rankings, traffic,
conversions and other key
metrics
• Focus on the strategies that
are providing the best ROI and
keep rolling out the content

28. Twitter: @ArnieK
Success Like This…

29. Twitter: @ArnieK
For the Convergence All 8 Steps Matter
Free 24 page guide at
VerticalMeasures.com

30. Thank You!
PAID FOR BY THE COALITION FOR BETTER WEB CONTENT
APPROVED BY ARNIE KUENN

31. Questions?
More Traffic. More Leads. More Business.
Contact: 888-476-1881
www.VerticalMeasures.com