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.

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Content Marketing for SEO

  1. 1. Content MarketingFor SEOBernie Borges, CEO Find and Convert
  2. 2.  History of Search Future of Search The SEO Mindset SEO Best Practices Content Marketing for SEOWhat You’ll Learn
  3. 3. History of Search
  4. 4. Origin of SEO: Google PageRank
  5. 5. Anchor Text in SEO
  6. 6. Baseball AnalogyAnalogous to PostGoogle Panda &PenguinPeople always seekto find shortcuts….
  7. 7. Blog NetworksMarketers are nodifferent…
  8. 8. Article Marketing
  9. 9. Future of Search
  10. 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. 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. 12. Knowledge Graph Answer 30% of users nextqueries Connects the dotsbetween entities.
  13. 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. 14. Co-Citation = Content Marketing
  15. 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. 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. 17.  Google identifies high quality content through back-links, social shares, co-citations. E.g., Faces of MethEffects of Content Marketing on SEO
  18. 18. The New SEO Mindset
  19. 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. 20.  Create linkable assets Interview series Tools Contests Polls Cover current news events (in real time)Creative Content Marketing for SEO
  21. 21. SEO Best Practices
  22. 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. 23. Keywords
  24. 24. “Digital Marketing Strategy Examples”
  25. 25. Silo Architecture / Landing Pages
  26. 26. Silo Architecture in Services Business
  27. 27. Keyword Approach - Shotgun not Sniper
  28. 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. 29.  How are URLs performing? (Not Keywords) Traffic Links SocialBest Practices - Content Performance
  30. 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. 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. 32. Best Practices – Balanced TrafficSources
  33. 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. 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., Practices - Onsite
  35. 35. Use SEO Tools
  36. 36.  Create blog structure as Category - Blog Post - This prevents having duplicate content on siteif multiple categories are selected for a post.Best Practices - Onsite
  37. 37. Blog Structure Categories
  38. 38. Content Marketing for SEO(the nitty gritty)
  39. 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. 40. The Content Strategy• 3 Key Elements• Persona analysis• Keyword strategy• The content theme
  41. 41. • Three roles• Producer• Director• Subject matter expertsContent Production Process
  42. 42. • Content CalendarContent Production Process
  43. 43. • Repurpose Content• Video• Podcast• White paper• E-book• Webinar• Blog postsContent Production Process
  44. 44. Optimizing Content
  45. 45. • Use Compelling ImagesOptimizing Content
  46. 46. • Reference Others• Interview OthersOptimizing Content
  47. 47. • Create a Pleasant ExperienceOptimizing Content
  48. 48. Create a Pleasant Experience
  49. 49. Optimizing Content
  50. 50. Optimizing Content• Link Back• Link once or Twice
  51. 51. • Sharing is key• Advertising• Social sharing• Blog comments• Employee sharing• Webinars• Your networkContent Promotion
  52. 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. 53. Source: Kuno Creative
  54. 54. SEO is no longer about people findingyour content…It’s about your contentfinding your target audience….Bernie Borges
  55. 55. FREE E-BOOK
  56. 56.  The Future of Search Anchor Text in SEO Over-optimization Content Performance
  57. 57.  Inbound Marketing: Google’s Sweet Spot Silo Architecture Landing Pages Entities / Synonyms
  58. 58.  CoCitation / CoOccurence
  59. 59.  PageRank Definition Matt Cutts URLS