SlideShare a Scribd company logo
About Me
● Global SEO Strategist at IBM
● Served as a judge at the US Search
Awards since 2018
● Listed as one of the top 140 SEOs to
follow by Search Engine Journal
● Contributor to Search Engine Journal,
SEMrush blog, Search Talk Live podcast
● Conference speaker
● Dad to the sweetest little girl in the world!
@jesseseogeek
Before we move forward
!!!DISCLAIMER!!!
The thoughts and opinions I share in
this presentation are my own and do
not reflect those of IBM.
@jesseseogeek
Content for SEO
@jesseseogeek
Why is exactly is good
content so important
to the success of a
site?
Content for SEO
@jesseseogeek
Well crafted content
drives traffic
through rankings,
external links, and
social media.
Content for SEO
@jesseseogeek
Fluffy content is
inefficient for both
users and search
engines which leads
to poor rankings.
Content for SEO
@jesseseogeek
Research your
relevant
competitors to
see what their
well performing
content looks like
User Intent
@jesseseogeek
It is important to
understand user
intent when creating
content
User Intent
@jesseseogeek
User Intent
@jesseseogeek
Research SERPs
for your target
keywords to
determine the
intent of the query
User Intent
@jesseseogeek
Does the search query
show more intent
around answering a
question?
User Intent - Informative Queries
@jesseseogeek
Common Properties
● Knowledge panel to the
right about the specific
query
● Wikipedia article towards
the top of results
● “How to” articles related to
the query
● Less likely to show places
to purchase
User Intent
@jesseseogeek
Or does the search
query show more
solution/purchase
intent?
User Intent - Purchase Queries
@jesseseogeek
Common Properties
● Knowledge panel to the
right about the specific
query
● Most results should lead to
the ability to purchase the
product
● Possibility of news related
to the product if it is newer
● No Wikipedia article result
● No “how to” articles related
to the query
User Intent
@jesseseogeek
Matching intent based on
search results will point
you in the right direction
for higher rankings
Answering Questions
@jesseseogeek
Once you understand the
intent for your target
queries you can research
semantically relevant
questions.
Answering Questions
@jesseseogeek
Content should
include as much
relevant information
to properly answer
user questions
Answering Questions
@jesseseogeek
If you were looking into
the history of Super
Mario it makes sense
for the content to also
cover its creator,
Shigeru Miyamoto
SEMrush Topic Research Tool
@jesseseogeek
Earning Links
@jesseseogeek
Quality links help build
authority to content to
improve rankings but
also drive users from
third party sites.
Earning Links
@jesseseogeek
Earning Links
@jesseseogeek
Well written, informative
content should
naturally earn links
from relevant sites.
Earning Links
@jesseseogeek
Earning Links
@jesseseogeek
Look at your competitor’s
backlink profiles to get a
better understanding of
what made the content
link-worthy
Earning Links
@jesseseogeek
Remember, spammy
links aren’t worth it!
Keep them natural
and earned.
Earning Links
@jesseseogeek
You might see
quick results but
they won’t last
long and could
potentially hurt
your more in the
long run.
Earning Links
@jesseseogeek
Look at a site’s organic trends over an
extended period of time to determine if it is
worth reaching out to and hasn’t had a
penalty/devaluation.
Earning Links
@jesseseogeek
When performing
outreach make sure
to personalize your
messages for a
greater success rate.
Social Shares and Conversations
@jesseseogeek
Make sure your content
gives users the ability to
share to social media
easily
Social Shares and Conversations
@jesseseogeek
Social Shares and Conversations
@jesseseogeek
Set the sharing
options to
scroll with the
user as they
read
Social Shares and Conversations
@jesseseogeek
Some plugins even allow you
to make certain sections of
text sharable. Keep that in
mind as you write and
publish your content
Social Shares and Conversations
@jesseseogeek
Using an active social
profile, find relevant
groups that will allow
you to share your
content in natural
conversations.
Social Shares and Conversations
@jesseseogeek
Do not spam this
tactic! If you do
you will find yourself
blocked from a lot
of these groups in
the future.
Level Up With the Rest of the Webinar
@jesseseogeek
Now that you know
what you need to do
the following
presenters will show
you how to level up
your content!
Follow Me On Social
@jesseseogeek
Have questions?
Hit me up on any social media platforms. My
handle on all platforms is @jesseseogeek. I’d
be more than happy to continue the
conversation.
Photo by Mat Siltala

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