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Digital Marketing Webinar
Content Marketing - The Key To
Success For SEO In 2015
Jan 16, 2015 | Navneet Kaushal, CEO, Pagetraffic
www.digitalvidya.com
Navneet Kaushal
CEO
PageTraffic
Content Marketing
The Key to SEO in 2015
3
State of Search- India
Source: Netmarketshare and business-standard.com
What all has changed?
Google - More
Information
Google - More
Transparent
Google - More Visual
Bing - More Visual
Search Queries – More Self-
Referential
Search Queries – Longer, More Descriptive
Search Queries – More Time Sensitive
Search Queries – More Crowd Conscious
AROUND 15% OF THE
SEARCH QUERIES ARE
NEW
www.pagetraffic.com
• Hummingbird
• Google Panda: 28+ updates
• Google Penguin: 6 updates
• Exact-Match Domain (EMD) Update
• Page Layout: 2 updates
• 7-Result SERPs
• Link Warnings
• Knowledge Graph
• Venice
• Other Monthly Updates: 390
Google Algorithm is Constantly Changing
Audience Search Habits are Changing
Audience Search Habits are Changing
Content Marketing in SEO
Content Marketing in SEO
Content Marketing Facts
Content Marketing Benefits
Content Marketing Benefits
Content Marketing– the Shift
Shift in Balance is happening
Link
Building
On-Page
Basics
In 2008,
SEO Was
This
LINK
BUILDING
UX
CONTENT
STRATEGY
MOBILE
SITE
SPEED
VIDEO
ON-PAGE
SEO
CONTENT
MARKETING
In 2015,
SEO is This
Understanding the Customer Journey
The customer shopping journey can classified into sequential stages.
Awareness
Consideration
Intent
Due
Diligence
Decision
http://gweb-think-tools.appspot.com/customer-journey-to-purchase/
Not common,
mostly occurs
with high ticket
items
Awareness
▪ Generally shorter key
phrases
▪ Typically core business
terms or category terms
▪ Very high search volume
▪ Lower conversion rates
▪ Example:
▪ handbags
▪ sweaters
▪ Dresses
Awareness
Consideration
Intent
Due
Diligence
Decision
Consideration
▪ Generally 2-3 word
keywords
▪ one identifier + the root
▪ Lower search volume
▪ Better conversion rates
▪ Higher amount of
keywords in this stage
▪ Example:
▪ Brand + category
samsung mobile
▪ Gender + category
Women’s sweaters
▪ Need + Category
plus-size dresses
▪ Brand + Discount
dominos coupons
Awareness
Consideration
Intent
Due
Diligence
Decision
Intent
▪ Generally 3-4 word keywords
▪ two identifiers + the root
▪ Even lower search volume
▪ Even better conversion rates
▪ Example:
▪ Local (keyword)
samsung mobile delhi
▪ Brand + model (keyword)
samsung galaxy s5
▪ Price identifier + brand/product
category + product
samsung s4 price
▪ Best + brand/attribute +
model/product type
best samsung mobile phone under
15000
Awareness
Consideration
Intent
Due
Diligence
Decision
Due Diligence
▪ Common for high-ticket items
▪ Keywords to understand financial
commitments
▪ benefit/return of post-purchase, warranty,
reviews (product specific), comparison
▪ Example:
▪ Brand + model + reviews/customer
service/aftermarket
▪ 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
Consideration
Intent
Due
Diligence
Decision
Decision
▪ Generally 4+ word keywords
▪ four or more identifiers + the root
▪ Can include “Buy” or “Shop”
▪ exact specs of product search
▪ Example:
▪ Buy + brand + model + attribute +
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
Consideration
Intent
Due
Diligence
Decision
LINK BUILDING
IS NOT DEAD.
Forget
keywords
as anchor
texts
Forget link building. It is time for link
earning and the content that attracts links
Build Links WITH
Your Content to
Win.
Build Links
WITHOUT Your
Content to Get
Penalized.
Pick Content Type
Pick Content Type
Build Content With High Search Link
Intent
KEYWORD “FACTS”
KEYWORD “INFORMATION”
KEYWORD “DATA”
3 quick and easy types of content
Experts’ opinion: Roundups
Lists: Top 10 or 100+ facts about
…
Old content, New life
Repurpose your content
Learn the art of storytelling
Copyright © www.pagetraffic.in
Free Tools To Find The Influencers
Circlecount.com – Google+
Your Topic
Choose country and gender
Topsy.com - Twitter
Your Topic
Buzzsumo.com – best domains
Search for influencers
in a specific niche
Questions to ask influencers for your Roundup posts
Tips and Tricks
Predictions
Mistakes to avoid
Tools they use
Buzzsumo.com – top content
Social Signals
Content Curation Tools
Many free tools are available now!
feedly.com
rebelmouse.com
storify.com
list.ly
scoop.it
Headlines matter!
Portent’s Content Idea Generator
Use Different Media Formats
Promote
Keep it brand focused and
natural. Do deeplinking
“Other anchor text” is
under-rated, mix it up and
have a natural link spread
which links throughout
your domain, not just to
your homepage.
Avoid SEO Footprints - Check Anchor Text Distribution
Measure
Who’s owns marketing content?
• Traditionally..
Online
SEO
Social
Media
EditorialProduct
Email
Offline
Direct
PR
Editorial
Marketing
Who’s owns marketing content?
• More cohesive organisation of departments
Marketing
SEO
Social
Media
Editorial
ProductEmail
PR
Direct
Download Free Content Marketing Guide
http://pt.gy/cm-pdfguide
THE FREE E-BOOK UNFOLDS
• Strategies that constitute an effective content
marketing plan
• Formats that can be used to make your content
diversified
• Techniques that can make it reach the right
audience
• Metrics that can track the success of your
campaign
Website: www.pagetraffic.com
Email: navneet@pagetraffic.com
Twitter: @navneetkaushal
Blog: www.pagetrafficbuzz.com
Facebook: www.facebook.com/pagetraffic.in
THANK YOU!
Found It Useful?
Join upcoming Digital Marketing Webinar live!
http://www.digitalvidya.com/webinars/
www.digitalvidya.com

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