For over a decade, SEO experts have relied on strategies like on-page optimization, blogging and email outreach for links. But, in 2022, these techniques are losing their effectiveness because they rely on coordination with a web developer, big content budgets, and spammy email outreach. Fortunately, there’s a better way to grow organic traffic: purpose-driven SEO! Join 20-year SEO expert Dale Bertrand to get a step-by-step playbook on how to apply this effective new strategy to any B2B or B2C website to generate high-quality organic visitors. Takeaways: How Google’s AI is tuned to amplify brands that resonate with online consumers How to craft a purpose-driven SEO strategy that resonates with search engines Case studies of leading brands who practice purpose-driven SEO

1. MASTER
CLASS Purpose-Driven SEO: A Modern
SEO Strategy That Any Brand
Can Deploy In 2022
BOSTON, MA ~ JUNE 13 - 14, 2022
DIGIMARCONNEWENGLAND.COM | #DigiMarConNewEngland
Dale Bertrand
PRESIDENT
FIRE & SPARK

3. Google’s Shift to AI Algorithms
Rules based AI based

4. Web
Google’s AI
Search Engine
Keyword
Searches
Crawling Indexation
Search
Results

6. Why is AI Better?
● Better results
● Learning algorithms
● Operates at scale
● Faster algorithm updates
● Trained by humans

7. Training Google’s AI
Identify Signals

8. Human Quality Raters
Training Google’s AI

9. Training Google’s AI
Monitor Search Behavior

10. My Background
● Intersection of technology and marketing
● Studied AI in graduate school
● Built a super computer for the NSA
● 15 years working on digital marketing strategy
● Founded Fire&Spark digital marketing agency
Clients

11. Dual Content Strategy
Keyword Targeted Content Authority Building Content
+

13. #DigiMarCon
Multi-factor
Authority

16. Passion for Giving Back

17. What Did Google Notice?
Brand building
momentum

18. What Did Google Notice?
Multi-factor authority
 Engagement
 Backlinks
 Mentions
 Reviews
 Content collaborations
 3rd party endorsements

19. - Brad Flaherty, CMO at Fire Dept. Coffee
“The connection with our
community is definitely
key to our SEO success”

20. Google’s AI is tuned to find
brands that resonate with
online consumers

21. Google wants to see that your
brand is associated with
authoritative individuals and
organizations
The Company You Keep

22. The Company You Keep
 Content partnerships
 Industry trade groups
 Event collaborations
 Website trust factors
 Affiliations

23. Crafting
Strategy

24. Purpose-driven SEO
Product
Driven
Mission
Driven
Story
Driven

25. Mission-driven SEO
Online Publisher

26. Product-driven SEO
Candy Brand

27. Story-driven SEO
Manufacturer

28. Why Should Your SEO have a Purpose?
 Engage with your customers
 Outreach to promote your mission
 Connect with industry groups
 Partner with like-minded influencers

29. You Don’t Need a Social Mission
 Founder’s backstory
 Product craftsmanship
 Lead your industry
 Adopt a hot topic
Purpose must be authentic to
your organization’s values
and compelling to influencers

30. Purpose-driven Content
Create citable content
Craft content that like-minded
individuals can use to
advance THEIR cause

31. Purpose-driven Content
 Interviews
 Proprietary data
 Surveys
 Position/policy article
 Opinion

32. PITCH THE PURPOSE
not the content, not the product
Purpose-driven Outreach

33. Purpose-driven SEO
Find
partners
Align
with your
values
Build
citable content
Connect
with like-minded
individuals

34. Connect
with
like-minded
individuals
Build
citable
content
Grow
audience and
visibility
Develop
content
partnerships
SEO
Flywheel

35. Authority First SEO
Strategies Resource Guide
Case studies, tools and email
templates
fireandspark.com/authority
dale@fireandspark.com