Thoughts on the current & future Content Strategy & Authorship opportunities

1. One
Step
Ahead
Ho#est
Search
Trends
&
How
to
Maximize
Opportuni:es

2. One
Step
Ahead
Ho#est
Search
Trends
&
How
to
Maximize
Opportuni:es
Grant
Simmons
Dir.
SEO
&
Social
Media
Product
The
Search
Agency
@simmonet

3. Search
Engine
Op?miza?on
SEO
It’s
about
the
user,
stupid.
Not
the
stupid
user.
Search
Engines
are
the
*most*
discrimina:ng
of
users!
@simmonet

4. Current
Future
SEO
Connect
Search
Intent
to
Site
Content
With
Context
of:
• Loca:on
• Behavior
• PlaMorm
• Conversa:on
@simmonet

5. Future
SEO
New
Loca?ons
Hyper
GEO
Target
• Inside
Stores
• ZIP
Codes
• Events
/
Venues
@simmonet

6. Future
SEO
New
Behavior
• New
queries
• More
personaliza:on
• When
searching
• Where
searching
• How
searching
“Search
Everywhere
Op?miza?on”
@simmonet

7. Future
SEO
New
PlaMorms
•
•
•
•
•
Mobile
Wearable
Smart
vehicles
Appliances
Television
/
consoles
etc.
@simmonet

8. What
to
Do?
@simmonet

9. Brands
Need
to…
Understand
their
Customer
/
prospect
Intent
Context
&
how
they
ask
@simmonet

10. Brands
Need
to…
Iden?fy:
• Who?
• Where?
• When?
• What?
• How?
Create
to
Connect
@simmonet

11. Current
Future
SEO
+
Social
Content
is
King
Authority
Content
is
Kingier
Authori:es
are:
• Known
• Credible
• Topic
Experts
@simmonet

12. Future
SEO
+
Social
GeWng
Known
Google
“web
of
people”
Google+
+
@simmonet

13. Future
SEO
+
Social
Building
Credibility
•
•
•
•
Reviews,
news,
views…
Authors
of
content
Broadcasters
Social
amplifica:on
Create
Engagement
@simmonet

14. Future
SEO
+
Social
Recognized
Topic
Experts
Focused
Consistency
• Connec:ons
/
links
• Social
love
• Associa:ons
/
cita:ons
“Digital
Footprint”
@simmonet

15. Future
SEO
+
Social
“
We’re
(Google)
doing
a
be#er
job
of
detec:ng
when
someone
is
sort
of
an
authority
in
a
specific
space…
and
trying
to
make
sure
that
those
rank
a
liZle
more
highly
if
you’re
some
sort
of
authority…”
Ma#
Cu#s
–
Google
Engineer
o
”
@simmonet

16. What
to
Do?
@simmonet

17. Brands
Need
to…
Iden?fy,
Grow,
Encourage,
Find,
Promote,
Hire,
Engage,
Build,
and
/
or
Empower
Authori?es
@simmonet

18. SEO
/
Social
Prognos?ca?ons
Many
opinions.
Many
op?ons.
Many
outcomes.
Any
thoughts?
@simmonet

19. One
Step
Ahead
Ho#est
Search
Trends
&
How
to
Maximize
Opportuni:es
Grant
Simmons
Dir.
SEO
&
Social
Media
Product
The
Search
Agency