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Content Marketing for SEO

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Content Marketing strategies to Boost your Search Engine rankings!

A solid content marketing plan is the key for any successful SEO campaign. This presentation shares some great Do-it-Yourself tips to help you succeed in content marketing and search engine optimization.

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Content Marketing for SEO

  1. 1. Navneet'Kaushal' CEO' PageTraffic'
  2. 2. Search Often Brings the Most Highly Qualified Traffic!
  3. 3. 3!
  4. 4. State'of'Search9'India' Source:!Netmarketshare!and!business5standard.com!! Google' 97%' Yahoo' 1%' Bing' 1%' Others! 1%! Indian'Search'Engine'Market'Share'
  5. 5. What'all'has'changed?'
  6. 6. Google - More Information
  7. 7. Google - More Transparent
  8. 8. Google - More Visual
  9. 9. Bing - More Visual
  10. 10. Search Queries – More Self-Referential
  11. 11. Search Queries – Longer, More Descriptive
  12. 12. Search Queries – More Time Sensitive
  13. 13. Search Queries – More Crowd Conscious
  14. 14. AROUND 15% OF THE SEARCH QUERIES ARE NEW
  15. 15. www.pagetraffic.com- •  Hummingbird! •  Google Panda: 28+ updates •  Google Penguin: 6 updates •  Exact9Match'Domain'(EMD)'Update'' •  Page Layout: 2 updates •  79Result'SERPs! •  Link'Warnings! •  Knowledge'Graph! •  Venice! •  Other'Monthly'Updates:'390' Google Algorithm is Constantly Changing
  16. 16. Audience Search Habits are Changing
  17. 17. Audience Search Habits are Changing
  18. 18. @iacquire The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia
  19. 19. @iacquire The New Consumer Decision Journey via Google ZMOT 2012
  20. 20. Content Marketing in SEO
  21. 21. Content Marketing in SEO
  22. 22. Content Marketing Facts
  23. 23. Content Marketing Benefits
  24. 24. Content Marketing Benefits
  25. 25. Content Marketing– the Shift
  26. 26. Shift in Balance is happening
  27. 27. Link Building On-Page Basics In 2008, SEO Was This
  28. 28. LINK BUILDING UX CONTENT STRATEGY MOBILE SITE SPEED VIDEO ON- PAGE SEO CONTENT MARKETING In 2014, SEO is This
  29. 29. Understanding the Customer Journey The!customer!shopping!journey!can!classified!into!sequenBal!stages.! Awareness! ConsideraBon! Intent! Due! Diligence! Decision! hHp://gweb5think5tools.appspot.com/customer5journey5to5purchase/! Not'common,! mostly!occurs! with!high!Bcket! items!
  30. 30. Awareness !  Generally!shorter!key! phrases!! !  Typically!core!business! terms!or!category!terms! !  Very!high!search!volume! !  Lower!conversion!rates! !  Example:! !  handbags! !  sweaters! !  Dresses! Awareness' ConsideraZon' Intent' Due' Diligence' Decision'
  31. 31. Consideration !  Generally!253!word! keywords! !  one!idenBfier!+!!the!root! !  Lower!search!volume! !  BeHer!conversion!rates! !  Higher!amount!of! keywords!in!this!stage! !  Example:! !  Brand'+'category! samsung!mobile! !  Gender'+'category! Women’s!sweaters! !  Need'+'Category! plus5size!dresses! !  Brand'+'Discount! dominos!coupons! Awareness' ConsideraZon' Intent' Due' Diligence' Decision'
  32. 32. Intent !  Generally!354!word!keywords! !  two!idenBfiers!+!!the!root! !  Even!lower!search!volume! !  Even!beHer!conversion!rates! !  Example:! !  Local'(keyword)! samsung!mobile!delhi! !  Brand'+'model'(keyword)! samsung!galaxy!s5! !  Price'idenZfier'+'brand/product' category'+'product! samsung!s4!price! !  Best'+'brand/a^ribute'+'model/ product'type! best!samsung!mobile!phone!under! 15000! Awareness' ConsideraZon' Intent' Due' Diligence' Decision'
  33. 33. Due Diligence !  Common!for!high5Bcket!items! !  Keywords!to!understand!financial! commitments! !  benefit/return!of!post5purchase,!warranty,! reviews!(product!specific),!comparison! !  Example:! !  Brand'+'model'+'reviews/customer' service/a_ermarket' !  Samsung!galaxy!s5!reviews! !  Samsung!galaxy!s5!warranty! !  whirlpool!gold!refrigerator!reviews! !  samsung!s4!vs!nexus!5! !  2012!honda!city!resale!value! !  Less!common!for!most!retail!shopping! Awareness' ConsideraZon' Intent' Due' Diligence' Decision'
  34. 34. Decision !  Generally!4+!word!keywords! !  four!or!more!idenBfiers!+!!the!root! !  Can!include!“Buy”!or!“Shop”! !  exact!specs!of!product!search! !  Example:! !  Buy'+'brand'+'model'+'a^ribute'+' value'prop! !  Google!nexus!5!free!shipping! !  levis!jeans!size!38! ! !  Brand'+'model'+'pricing'+'value'prop! !  sony!cybershot!dsc!wx50!digital! camera!cheap! ! Generally!fewer!keywords!in!this!stage,! many!customers!convert!via!direct!load! Awareness' ConsideraZon' Intent' Due' Diligence' Decision'
  35. 35. LINK BUILDING IS NOT DEAD.
  36. 36. Forget keywords as anchor texts
  37. 37. Build Links WITH Your Content to Win.
  38. 38. Pick Content Type
  39. 39. Pick Content Type
  40. 40. Build Content With High Search Link Intent KEYWORD!“FACTS”! KEYWORD!“INFORMATION”! KEYWORD!“DATA”!
  41. 41. Learn the art of storytelling Copyright!©!www.pagetraffic.in!
  42. 42. Use'Different'Media'Formats'
  43. 43. Promote
  44. 44. Measure'
  45. 45. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!

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