1. 7 Ways to Boost Your Traffic with
SEOand Content
Marketing
By Colin Pang

2. What is SEO?
Search Engine Optimization (SEO)
is a digital marketing strategy to help
your website rank highly on the
Search Engine Results Pages (SERPs)

3. Good SEO = Good Organic Search Results
Paid Ads
Good SEO
helps you rank high
on Organic Search
Results
What a typical Search Engine Result Page (SERP) looks like:
Organic
Search
Results

4. Your Organic Search Results Matter
Source: http://www.advancedwebranking.com/ctrstudy/
Google Organic Click-Through Rate (CTR) History Mar 2015
Top ranked organic search results
à High click-through rate (CTR)
For example,200,000 people search for “men’s watches”
Position #1 on desktop search,you get
25.84% X 200,000 = 51,680 visitors
CTR:
25.84%

5. Your Organic Search Results Matter
Source: http://www.advancedwebranking.com/ctrstudy/
Google Organic Click-Through Rate (CTR) History Mar 2015
CTR:
2.85%
CTR dramatically drops for lower ranked search
engine results à Low web traffic
Position #6 to #10 on desktop search,you get
10 times lesser traffic: 5700 visitors

6. That’s why SEO is important
Source: http://www.advancedwebranking.com/ctrstudy/
Google Organic Click-Through Rate (CTR) History Mar 2015
With excellent SEO practices…
you can achieve 10X more traffic
CTR:
25.84% CTR:
2.85%

7. SEO Karate
by Happy Marketer

8. On the other hand,what is
Source: http://www.advancedwebranking.com/ctrstudy/
Content Marketing

9. What is Content Marketing?
Content Marketing is a digital marketing
strategy that entails the creation and
distribution of relevant,valuable,
unique and consistent content to
acquire and retain customers.

10. Why is Content Marketing Important?
Brand
Awareness
Web
Traffic
User
Engagement
Generate/Nurture
Leads

11. SEO & Content Marketing
Work Hand-in-Hand
SEO
Content
Marketing

12. #1
Identify the right
Keywords

13. #1 -KEYWORDS
Find the keywords that people search for when
they are looking for something related to your
brand or product offering,and ensure that your
website is optimized with such keywords.

14. #1 -KEYWORDS
Some free ways to identify keywords

15. #1 -KEYWORDS
Google AdWords Keyword Planner
Google’s FREE Keyword Planner tool
lets you find new keywords based on
many criteria that include
• Product Category
• Targeting (location,language,search
channel,negative keywords)
• Date Range

16. #1 -KEYWORDS
Google AdWords Keyword Planner Identify keywords to target based on
• Average monthly searches
• Competition
Google AdWords Keyword Planner

17. #1 -KEYWORDS
Acquisition > All Traffic > Channels >
Organic Traffic and you will see Primary
Dimension as “keywords”
Track your current site with Google Analytics
Review the top organic keywords that are
driving traffic to your website.
Optimize well-performing keywords (based
on traffic,low bounce rate,high average
session duration) to rank higher in search

18. #1 -KEYWORDS
Use Google Trends as a complement to
AdWords Keyword Planner.
You can compare the level of interest
among potential target phrases and
customize it based on various filters
• Geography
• Time Duration
• Categories
• Search Type
Allows you to see any upward or
downward trend and plan what
prospective keywords to target
accordingly.

19. #2
Understand the cumulative power of
Long-Tail Keywords

20. #2 Long-tail Keywords
What are they?
• Longer and more specific keyword phrases
• Often less competitive to rank
• Often draws better quality traffic & higher
conversion rates
Long-Tail
Keywords

21. #2 Long-tail Keywords
Why it makes sense to target long-tail keywords

22. #2 Long-tail Keywords
Why it makes sense to target long-tail keywords

23. #2 Long-tail Keywords
Some ways to find long-tail keywords
Google Autocomplete

24. #3
Optimize your
Website Architecture
& Technical Issues

25. #3 Architecture & Technical Issues
Even if you have the best content on your site,if
your site is structured in a way that
search engines cannot crawl and find your content,
you won’t appear on search results.

26. #3 Architecture & Technical Issues
• URL Structure
Ensure it is easy for users and search engines to understand
Good Practices
• Use words in URL
• Straightforward
• Meaningful
• Simple directory structure
• Try to include the keyword you are targeting in the URL structure
• Try to match URLs to titles

27. #3 Architecture & Technical Issues
• URL Structure
Ensure it is easy for users and search engines to understand
Bad Examples to Avoid
• Use dynamic parameters (www.example.com/asd?id=123)
• Too long (www.example.com/this-is-a-terribly-long-example-of-a-url-structure.html)
• Too many folders (www.example.com/region/country/destination/route/flight.html)

28. #3 Architecture & Technical Issues
• Create Sitemaps
One for users
One for search engine
Create a XML sitemap so that
search engines can easily navigate
your site and hence,show your site
in search results.
*VERY IMPORTANT FOR SEO*
Create a simple sitemap page that
shows a hierarchical listing of pages
on your site for visitors to see.

29. #3 Architecture & Technical Issues
• Is your site mobile-optimized?
“More than half
of searches on Google
(100 billion monthly searches)
now happen on mobile”
Source: http://www.theverge.com/2015/10/8/9480779/google-search-mobile-vs-desktop-2015
Amit Singhal
Google’s Senior VP of Search,October 2015

30. #3 Architecture & Technical Issues
• Best practices for mobile-optimization
RESPONSIVE DESIGN

31. #3 Architecture & Technical Issues
• Best practices for mobile-optimization
• Don’t block CSS, JavaScript
• Legible font sizes
• Use HTML5 and avoid plugins,especially Flash or Java
• Titles and Meta descriptions should be short and sweet
• Optimize for local search

32. #3 Architecture & Technical Issues
Fast,free way to check if your site is mobile-friendly or not
https://www.google.com/webmasters/tools/mobile-friendly/

33. #3 Architecture & Technical Issues
Lots more await you in the technical world of SEO
i.e.canonicalization,301 redirects, robot.txt,etc
For more in-depth information and how-to-dos,
check out these resources:
• Moz Technical Site Audit Checklist
• Google’s SEO Starter Guide

34. #4
Create and Distribute
Compelling Content

35. #4 Compelling Content
Use the
A-I-D-A
approach

36. #4 Compelling Content
Awareness
Interest
Desire
Action

37. Awareness
Interest
Desire
Action
#4 Compelling Content
Ensure that your audience is aware of you by
being on all the platforms they are on:
• Search Engines
• SEO-Optimized Website and Blog
• Social media channels
• Unified marketing strategy across channels
to ensure that you are on the top-of-mind

38. #4 Compelling Content
Awareness
Interest
Desire
Action
Stir up interest and cause them to click on the
content shared on the various channels
• Identify WHO is your target audience
• Create different customer personas based on
their demographics and interests
• Appeal to them with catchy headlines
• Surprise
• Questions
• Curiosity
• Negatives
• How-to

39. #4 Compelling Content
Awareness
Interest
Desire
Action
*KILLER TIP*
Headline Analyzer http://coschedule.com/headline-analyzer
Write awesome headlines for blog posts and email subject
lines to drive social shares, traffic and SEO value.

40. #4 Compelling Content
Awareness
Interest
Desire
Action
Generate desire among users to make them
take action (e.g.follow your site,purchase product)
• Offer quality content
• Inspiration
• Empathy
• Utility
• Produce content on a consistent basis
• Make it interactive,i.e.infographics,video
• Testimonials

41. Awareness
Interest
Desire
Action
#4 Compelling Content
Get them to take action
(i.e.follow,share,sign up,purchase)
• Visible follow & share buttons
• Good landing page optimization
• Master the art of the call-to-action
• Copywriting
• Positioning on page
• Imagery pairing and Visual elements
• Do A/B testing

42. #4 Compelling Content
Two killer content marketing strategies are
shared in the later slides
#6 Newsjacking
#7 Skyscraper Technique

43. #5
Blog
Regularly

44. #5 Blog
Marketers who prioritized blogging are
13Xmore likely to achieve positive ROI
Source: HubSpot State of Inbound,2014

45. #5 Blog
Long-Term Impact
Source: HubSpot

46. #5 Blog
Don’t forget to
Guest Blog

47. #5 Blog
Benefits of Guest Blogging
1.Establish Yourself as an Industry Authority
2.Increase Exposure and Traffic to your website
3.Build Backlinks to your website,that further
boost your SEO performance

48. #6
Newsjacking

49. #6 Newsjacking
“Newsjacking is the process of injecting
your ideas or angles into breaking news,
in real-time,in order to generate media
coverage for yourself or your business.”

50. #6 Newsjacking

51. #6 Newsjacking
Keep abreast with the latest news
• Identify what type of news you want to newsjack
• Set up Google Alerts
• Follow real-time industry news or experts on social
media,especially Twitter,Facebook and YouTube
• Subscribe to RSS feeds

52. #6 Newsjacking
Killer Tip: Google Alerts
www.google.com/alerts

53. #6 Newsjacking
And when an opportunity arises,
• Speed is key
• Create relevant content around the news,but with a
unique twist that draws interest
• Be careful about controversial topics

54. #6 Newsjacking
Best combined with social media
Case Study: Oreo
News Opportunity:
8.32pm,Feb 3th 2015
Power blackout at Super Bowl XLVII Game
Real-time Newsjacking
Oreo’s Twitter account tweeted this at 8.48pm
Viral Response
Tweeted 10,000 times within one hour
à Dominated mind share of customers
à Boosted brand reputation
à Positive effect on web traffic

55. Skyscraper
technique
#7
Note: The Skyscraper technique was originally coined up by Brian Dean of BACKLINKO fame
and has since gained popularity http://backlinko.com/skyscraper-technique

56. What is the Skyscraper Technique?
Find content that’s proven to perform well
in your niche,i.e.“the tallest skyscraper”
and slap 20 stories to the top of it.

57. #7 Skyscraper Technique
Step 1:
Find link-worthy
content
Step 3:
Reach out to
the right people
Step 2:
Make the content
better
http://backlinko.com/skyscraper-technique

58. #7 Skyscraper Technique
Step 1:
Find link-worthy
content
Link-worthy content is content that other websites will want to
link to because it’s valuable and relevant.In other words,
find content that is proven to be so awesome that many people
are linking to it.
Free Tools:
• Moz Open Site Explorer https://moz.com/researchtools/ose/
• Topsy http://topsy.com/
• Buzzsumo http://www.buzzsumo.com

59. #7 Skyscraper Technique
Open Site Explorer (https://moz.com/researchtools/ose/)
Type in a website that generates many links from their content
Make sure to select“Top Pages”

60. #7 Skyscraper Technique
Open Site Explorer (https://moz.com/researchtools/ose/)
Look for content with at least 25 linking root domains

61. #7 Skyscraper Technique
Step 1:
Find link-worthy
content
Buzzsumo (www.buzzsumo.com)
You can select the type of content
Type in any keyword to quickly find any content in any industry

62. #7 Skyscraper Technique
Details
• Longer lists
• More in-depth information
• Well-researched case studies
Up-to-Date
• Spruce it up with the latest information
Design
• More visually appealing
• Images and Infographics
Step 2:
Make the content
better
“Creating epic content is the key in getting outstanding
results from the Skyscraper technique”

63. #7 Skyscraper Technique
• Develop a list of RIGHT prospects
• in the same niche
• interested in your content topic
• linked an article to that topic
• Email Outreach
• Craft your pitch/email template and how they can
benefit from linking to your content
• Actively promote
Step 3:
Reach out to
the right people
Even if you have epic content,it doesn’t matter unless
people read it.The last step is the most important as you
need to actively promote your content.

64. These are just a few of a
whole arsenal of digital marketing
techniques…

65. Author: Colin Pang
http://linkedin.com/in/djpang
@djpang
Need help with SEO or content marketing?
Write to us at hello@happymarketer.com or visit us at www.happymarketer.com