Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
You Are Missing in
Content Marketing
8 SEO DRIVERS
Presented by:
You Are Missing in
Content Marketing
8 SEO DRIVERS
Presen...
SEO IS ALWAYS CHANGING.
#8SEODrivers | @MowerAgency
WHICH MEANSyour content strategy — what you
create and how it is found — is
	ALWAYS CHANGING AS WELL.
#8SEODrivers | @Mowe...
BUT IS SEO
ALWAYS CHANGING?
#8SEODrivers | @MowerAgency
BECAUSE THE WAY
WE INTERACT WITH
RELY ON TECHNOLOGY
IS CHANGING.
#8SEODrivers | @MowerAgency
#8SEODrivers | @MowerAgency
is tough, and the search engines want
to get it right so that they can
meet our needs when we ...
THERE’S DEEP SCIENCE INVOLVED, MOST OFTEN DICTATED
BY THE LATEST SEARCH ENGINE ALGORITHM.
#8SEODrivers | @MowerAgency
#8SEODrivers | @MowerAgency
The current search engine
algorithms consider MORE
THAN 200 UNIQUE SIGNALS
when choosing what ...
Content marketers need to care
about these algorithms, and must
use SEO as the starting point to
maximize their programs.
...
Stuff
keywords
in my content
SEO 2011: THE RANKING ALGORITHM USED TO FEEL LIKE THIS
RANKING
Get Links Launch a blog
} }
#8...
Page 1. 	 What is Epsom salt
Page 2. 	What is magnesium sulfate
Page 3. 	Uses of Epsom salt
Page 4. 	Uses of magnesium sul...
SEO NOW: TODAY, IT’S MORE LIKE THIS
RANKING
Topical Relevance
Link Earning
10X Content
Mobile Friendliness
Social Signals
...
Topic 1. The many uses of Epsom salt
Topic 2. The benefits of Epsom salt
Topic 3. How it’s different from other salts
Topi...
How is all this relevant to your content strategy,
and how does it impact your content marketing?
#8SEODrivers | @MowerAge...
of marketers believe their CONTENT
MARKETING has low to no effectiveness.
Percentage of the TOTAL MARKETING BUDGET
that an...
HOW CAN WE MAKE
IT BETTER?
Two important steps to effective
content marketing are:
CREATING CONTENT
PEOPLE ACTUALLY
CARE A...
1.	 TOPICAL RELEVANCE
2.	LINK EARNING
3.	10X CONTENT
4.	TECHNICAL SEO
5.	HTTPS (SECURING USERS’ INFO)
6.	MOBILE FRIENDLINE...
TOPICAL RELEVANCE (hint, it’s the relevance part that matters)
SEARCH ENGINES ONCE CARED ABOUT
MATCHING KEYWORDS IN A SEAR...
LINK-BUILDING ONCE INVOLVED GETTING LINKS
PLACED ANYWHERE AND EVERYWHERE YOU
COULD TO STUFF YOUR LINK BASKET.
Now links sh...
10X CONTENT is content that’s
10 times better than the best result
that can currently be found in the
search results for a...
- 	Provides a uniquely positive user experience through
the user interface, visuals, layout, fonts, patterns, etc.
- 	Deli...
Use meta tags, intuitive site structure, breadcrumbs, friendly URLs.
Create meaningful internal links and disavow bad inbo...
In 2014, Google posted a blog detailing the fact that HTTPS was a ranking signal. Why?
It’s safer than HTTP, and search en...
Mobile is the way of the future. Build with the mobile user
in mind first. Then if need be, adjust for desktop users.
Make...
SOCIAL ENGAGEMENTS INFLUENCE SEO.
Make your content marketing work harder by
AMPLIFYING IT TO REACH MORE PEOPLE FASTER.
TU...
YOU WANT PEOPLE TO FIND YOUR CONTENT, AND STICK AROUND LONG
ENOUGH TO LOVE IT AND SHARE IT.
GOOGLE CARES ABOUT POGO STICKI...
It all boils down to this: Create content that
your prospects care about. Write naturally,
employ technical SEO best pract...
To learn more, contact the smart folks at Eric Mower + Associates | Mary Owusu, Director of Analytics.
Upcoming SlideShare
Loading in …5
×

8 SEO Drivers You Are Missing in Content Marketing

1,715 views

Published on

Because the state of SEO is always fluid, content marketing programs must be aware of, and align with, these SEO changes. These eight steps will keep your content marketing current and relevant.

Published in: Marketing
  • Be the first to comment

8 SEO Drivers You Are Missing in Content Marketing

  1. 1. You Are Missing in Content Marketing 8 SEO DRIVERS Presented by: You Are Missing in Content Marketing 8 SEO DRIVERS Presented by:
  2. 2. SEO IS ALWAYS CHANGING. #8SEODrivers | @MowerAgency
  3. 3. WHICH MEANSyour content strategy — what you create and how it is found — is ALWAYS CHANGING AS WELL. #8SEODrivers | @MowerAgency
  4. 4. BUT IS SEO ALWAYS CHANGING? #8SEODrivers | @MowerAgency
  5. 5. BECAUSE THE WAY WE INTERACT WITH RELY ON TECHNOLOGY IS CHANGING. #8SEODrivers | @MowerAgency
  6. 6. #8SEODrivers | @MowerAgency is tough, and the search engines want to get it right so that they can meet our needs when we search. (Their business depends on it).
  7. 7. THERE’S DEEP SCIENCE INVOLVED, MOST OFTEN DICTATED BY THE LATEST SEARCH ENGINE ALGORITHM. #8SEODrivers | @MowerAgency
  8. 8. #8SEODrivers | @MowerAgency The current search engine algorithms consider MORE THAN 200 UNIQUE SIGNALS when choosing what to serve as a search result.
  9. 9. Content marketers need to care about these algorithms, and must use SEO as the starting point to maximize their programs. WHY? #8SEODrivers | @MowerAgency
  10. 10. Stuff keywords in my content SEO 2011: THE RANKING ALGORITHM USED TO FEEL LIKE THIS RANKING Get Links Launch a blog } } #8SEODrivers | @MowerAgency Source: moz.com
  11. 11. Page 1. What is Epsom salt Page 2. What is magnesium sulfate Page 3. Uses of Epsom salt Page 4. Uses of magnesium sulfate Page 5. Health benefits of Epsom salt Page 6. Health benefits of magnesium sulfate SEO 2011 #8SEODrivers | @MowerAgency SO THE MINDSET WAS: I WANT TO RANK FOR THESE KEYWORDS.
  12. 12. SEO NOW: TODAY, IT’S MORE LIKE THIS RANKING Topical Relevance Link Earning 10X Content Mobile Friendliness Social Signals User Experience Technical SEO HTTPS (securing users’ info) #8SEODrivers | @MowerAgency
  13. 13. Topic 1. The many uses of Epsom salt Topic 2. The benefits of Epsom salt Topic 3. How it’s different from other salts Topic 4. Its safety (ingestion, on plants, etc.) Topic 5. Expert research (if it works, how it works) SO THE MINDSET IS: I WANT TO BE AN AUTHORITY ON THESE TOPICS. SEO NOW #8SEODrivers | @MowerAgency
  14. 14. How is all this relevant to your content strategy, and how does it impact your content marketing? #8SEODrivers | @MowerAgency
  15. 15. of marketers believe their CONTENT MARKETING has low to no effectiveness. Percentage of the TOTAL MARKETING BUDGET that an average marketer spends ON CONTENT. of marketers STRUGGLE TO PRODUCE CONTENT that truly engages their buyers. of marketers say GENERATING TRAFFIC AND LEADS is their top challenge 70% 87% 63% 29% (Source: contentmarketinginstitute.com) (Source: expresswriters.com) (Source: curata.com) (Source: hubspot.com) #8SEODrivers | @MowerAgency
  16. 16. HOW CAN WE MAKE IT BETTER? Two important steps to effective content marketing are: CREATING CONTENT PEOPLE ACTUALLY CARE ABOUT MAKING SURE PEOPLE CAN EASILY FIND THAT CONTENT SEO is the only discipline that is WIRED TO DO THOSE TWO THINGS. Make your content marketing program more successful by following 8 SEO best practices. #8SEODrivers | @MowerAgency
  17. 17. 1. TOPICAL RELEVANCE 2. LINK EARNING 3. 10X CONTENT 4. TECHNICAL SEO 5. HTTPS (SECURING USERS’ INFO) 6. MOBILE FRIENDLINESS 7. SOCIAL SIGNALS 8. USER EXPERIENCE 8 SEO DRIVERSFOR CONTENT MARKETING #8SEODrivers | @MowerAgency
  18. 18. TOPICAL RELEVANCE (hint, it’s the relevance part that matters) SEARCH ENGINES ONCE CARED ABOUT MATCHING KEYWORDS IN A SEARCH TO KEYWORDS ON YOUR SITE. Now they want to know which brand is an authority on a particular topic – not what site uses a keyword more than another. Use Google Instant to uncover search queries. Do you see any themes (topics)? Do you have a unique point-of-view on those topics? Enough to “own” those topics? Good! Write a series on those topics. Write naturally. Use relevant keywords but don’t stuff your copy with them. Become the expert and the search engines - and your target audience - will reward you. #1 8 DRIVERS FOR CONTENT MARKETING #8SEODrivers | @MowerAgency Google Instant search engine optimization search engine optimization tips search engine optimization definition search engine optimization google
  19. 19. LINK-BUILDING ONCE INVOLVED GETTING LINKS PLACED ANYWHERE AND EVERYWHERE YOU COULD TO STUFF YOUR LINK BASKET. Now links should be earned. Write a piece with high topical relevance, amplify it, and let the links and mentions flow in naturally. Even unlinked mentions - also known as implied links - have SEO value. LINK EARNING Like earned media, Google wants you to earn links, not acquire them. #2 8 DRIVERS FOR CONTENT MARKETING #8SEODrivers | @MowerAgency
  20. 20. 10X CONTENT is content that’s 10 times better than the best result that can currently be found in the search results for a given keyword phrase or topic. #8SEODrivers | @MowerAgencySource: moz.com #3 8 DRIVERS FOR CONTENT MARKETING 10X CONTENT
  21. 21. - Provides a uniquely positive user experience through the user interface, visuals, layout, fonts, patterns, etc. - Delivers content that is some substantive combination of high quality, trustworthy, useful, interesting, and remarkable. - Is considerably different in scope and detail from other works on similar topics. - Loads quickly and is usable on any device or browser. - Creates an emotional response of awe, surprise, joy, anticipation, and/or admiration. - Has achieved an impressive quantity of amplification (through shares on social networks and/or links). - Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources. 10X CONTENT CRITERIA FOR 10X CONTENT #3 8 DRIVERS FOR CONTENT MARKETING #8SEODrivers | @MowerAgency Source: moz.com
  22. 22. Use meta tags, intuitive site structure, breadcrumbs, friendly URLs. Create meaningful internal links and disavow bad inbound links. Tell your developer to use schema markup and structured data. Set up domain canonicalization. Optimize site speed. TECHNICAL SEO #4 8 DRIVERS FOR CONTENT MARKETING #8SEODrivers | @MowerAgency
  23. 23. In 2014, Google posted a blog detailing the fact that HTTPS was a ranking signal. Why? It’s safer than HTTP, and search engines like safer. Safer means a better ranking, a better ranking is good for SEO, strong SEO is great for content marketing, and great content marketing attracts quality prospects, which is great for business. HTTPS (SECURING USERS’ INFORMATION) #5 8 DRIVERS FOR CONTENT MARKETING #8SEODrivers | @MowerAgency
  24. 24. Mobile is the way of the future. Build with the mobile user in mind first. Then if need be, adjust for desktop users. Make sure that your website looks great and performs effectively on all mobile devices and browsers. Also, optimize your website using the technical SEO elements we discussed in SEO Driver #4. An important word about voice search. With the advent of personal assistants like Alexa and Siri, mobile search and voice search are converging. Forty-one percent of adults use voice search more than once a day.* With voice search, the searcher only hears the first result. That means being #1 is all that matters. To capture voice search customers, consider creating content that represents the questions your audience is likely to ask during the buying journey. Create an individual page per question. You can ask your web developer to link them all together on one FAQ page as well. And mobile should make you think about how you write: shorter paragraphs, smart use of headlines and subheadlines, great images. #6 MOBILE FRIENDLINESS 8 DRIVERS FOR CONTENT MARKETING #8SEODrivers | @MowerAgency *Source: Google.com
  25. 25. SOCIAL ENGAGEMENTS INFLUENCE SEO. Make your content marketing work harder by AMPLIFYING IT TO REACH MORE PEOPLE FASTER. TURN YOUR MOST ENGAGING SOCIAL CONTENT into organic content, and vice versa Make SHARE BUTTONS prominent Make it EASY for people to SHARE KEY SNIPPETS of your content OPTIMIZE your content FOR SOCIAL SEARCH LINK POSTS TO APPROPRIATE LANDING PAGES where people can learn more #7 SOCIAL SIGNALS 8 DRIVERS FOR CONTENT MARKETING #8SEODrivers | @MowerAgency
  26. 26. YOU WANT PEOPLE TO FIND YOUR CONTENT, AND STICK AROUND LONG ENOUGH TO LOVE IT AND SHARE IT. GOOGLE CARES ABOUT POGO STICKING. POGO STICKING OCCURS WHEN A USER PERFORMS A SEARCH, CLICKS ON A RESULT, VERY QUICKLY CLICKS BACK TO THE SEARCH RESULTS PAGE, AND CLICKS ON A DIFFERENT RESULT.  HIGH RATES OF POGO STICKING = LOWER RANKINGS ON GOOGLE Make your site/app a place people want to visit and intuitively know what to do once they arrive. #8 USER EXPERIENCE 8 DRIVERS FOR CONTENT MARKETING #8SEODrivers | @MowerAgency
  27. 27. It all boils down to this: Create content that your prospects care about. Write naturally, employ technical SEO best practices and amplify your content to give people - your prospects and your influencers - a safe and easy way to share it. Knowing how your content is positioned in the engines, and the factors that impact its ability to be seen, is a critical lesson for all brands and their content creators. #8SEODrivers | @MowerAgency
  28. 28. To learn more, contact the smart folks at Eric Mower + Associates | Mary Owusu, Director of Analytics.

×