Presented on Wednesday, February 22, 2017 at Pubcon SFIMA for the "In-House SEO - Technical Content" by Keith Goode, SEO Manager at IBM. In this presentation, Keith Goode discusses the history of content in SEO, how SEO ruined the web, and how to begin to align with Google's vision.

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www.linkedin.com/in/keithlgoode
@keithgoode
Keith L. Goode, SEO Manager

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Confession: Most of the Internet Sucks Because of SEO

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SEO Copy:
Title:
Keyword 1, Keyword 2 | Sitename
On-page copy:
Fort Lauderdale vacation rentals are the
perfect Fort Lauderdale accommodations.
Rather than expensive Fort Lauderdale hotels,
try one of our Fort Lauderdale condo rentals
or Fort Lauderdale beach house rentals
instead.

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Panda, which is now fully integrated into the
algorithm, will eat your lunch if you try to write
like this now

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Redefining the LongTail of Search
SearchVolume
Query Length
Head and Body Terms: Sweet Spot
for Keyword Research
Traditional Long-Tail
Conversational Queries
Head Terms: Laptops
Body Terms: 15 inch
laptops
Long-Tail Terms: 15 inch
gaming laptop with 64GB
memory
Conversational Queries:
What is the best gaming
laptop for Modern
Warfare?

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NowWithVoice Search
SearchVolume
Head and Body Terms: Sweet Spot
for Keyword Research
Traditional Long-Tail
Conversational Queries
Head Terms: Who sells
Laptops?
Body Terms: Where can I
buy a 15 inch laptop?
Long-Tail Terms: 15 inch
gaming laptop with 64GB
memory
Conversational Queries:
What is the best gaming
laptop for Modern
Warfare?
Query Length Specificity

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SearchVolume
Specificity
Awareness Consideration Decision
Post-
Purchase

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Great content on
a crappy platform
is pointless

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Wisdom of the Crowds
Keywords
You
Rank For
Keywords
Competitor B
Ranks For
Keywords
Competitor A
Ranks For
Might be branded
terms that you
can’t possibly
rank for
Very likely that
these are keywords
you should be
interested in
pursuing

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Does Google
prefer articles
over products?What is this
guy doing well
that I can
emulate?

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