SlideShare a Scribd company logo
Understanding Key Attributes of
Effective Content
- Manoj Aravindakshan
Director, On Target
July 5, 2014 www.ontargetmarketing.in 1
A Quick Word About Us
On Target helps businesses, especially
SMEs and start-ups, with online marketing
consultancy; specific focus on SEO/SEM.
Considerable experience and success in the
niche education and training space.
July 5, 2014 www.ontargetmarketing.in 2
A Quick Word About Me
July 5, 2014 www.ontargetmarketing.in 3
Born in
God’s Own
Country!
A Quick Word About Me
July 5, 2014 www.ontargetmarketing.in 4
Grew up in
Maximum
City
July 5, 2014 www.ontargetmarketing.in 5
A Quick Word About Me
This is
what they
call the city
I live in
now!
July 5, 2014 www.ontargetmarketing.in 6
The state of SEO
Moving
Goal
Posts!
(at least it
seems
like it)
July 5, 2014 www.ontargetmarketing.in 7
The state of SEO
… and
sometimes
it seems
like this!
July 5, 2014 www.ontargetmarketing.in 8
..Yet, The Great Paradox
The more things change, the more it
seems the same
July 5, 2014 www.ontargetmarketing.in 9
Three Pillars of SEO stand the
test of time
July 5, 2014 www.ontargetmarketing.in 10
Three Pillars of SEO stand the
test of time
Accessibility
Content
P opularity
July 5, 2014 www.ontargetmarketing.in 11
Content
Let’s take
some aspects
as a given –
> Well-written
> Readable
> Uses
keywords
appropriately
July 5, 2014 www.ontargetmarketing.in 12
Qualitative Attributes
That Matter
FRESH
July 5, 2014 www.ontargetmarketing.in 13
Qualitative Attributes
That Matter
ORIGINAL
July 5, 2014 www.ontargetmarketing.in 14
Qualitative Attributes
That Matter
V/S
COMPREHENSIVE
July 5, 2014 www.ontargetmarketing.in 15
Qualitative Attributes
That Matter
V/S
AUTHORITATIVE
July 5, 2014 www.ontargetmarketing.in 16
Qualitative Attributes
That Matter
MUMBAI DELHI CHENNAI KOLKATTA
LOCAL
July 5, 2014 www.ontargetmarketing.in 17
What’s the takeaway?
• How many of these five boxes can you
tick?
• The more of them you tick, greater the
probability of your site attracting search
traffic.
• Remember the acronym
FOCAL
July 5, 2014 www.ontargetmarketing.in 18
Thank you!
Questions?

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Search Dynamics 2014 - Understanding Key Attributes of Effective Content by Manoj Aravindakshan, Director, On Target

  • 1. Understanding Key Attributes of Effective Content - Manoj Aravindakshan Director, On Target July 5, 2014 www.ontargetmarketing.in 1
  • 2. A Quick Word About Us On Target helps businesses, especially SMEs and start-ups, with online marketing consultancy; specific focus on SEO/SEM. Considerable experience and success in the niche education and training space. July 5, 2014 www.ontargetmarketing.in 2
  • 3. A Quick Word About Me July 5, 2014 www.ontargetmarketing.in 3 Born in God’s Own Country!
  • 4. A Quick Word About Me July 5, 2014 www.ontargetmarketing.in 4 Grew up in Maximum City
  • 5. July 5, 2014 www.ontargetmarketing.in 5 A Quick Word About Me This is what they call the city I live in now!
  • 6. July 5, 2014 www.ontargetmarketing.in 6 The state of SEO Moving Goal Posts! (at least it seems like it)
  • 7. July 5, 2014 www.ontargetmarketing.in 7 The state of SEO … and sometimes it seems like this!
  • 8. July 5, 2014 www.ontargetmarketing.in 8 ..Yet, The Great Paradox The more things change, the more it seems the same
  • 9. July 5, 2014 www.ontargetmarketing.in 9 Three Pillars of SEO stand the test of time
  • 10. July 5, 2014 www.ontargetmarketing.in 10 Three Pillars of SEO stand the test of time Accessibility Content P opularity
  • 11. July 5, 2014 www.ontargetmarketing.in 11 Content Let’s take some aspects as a given – > Well-written > Readable > Uses keywords appropriately
  • 12. July 5, 2014 www.ontargetmarketing.in 12 Qualitative Attributes That Matter FRESH
  • 13. July 5, 2014 www.ontargetmarketing.in 13 Qualitative Attributes That Matter ORIGINAL
  • 14. July 5, 2014 www.ontargetmarketing.in 14 Qualitative Attributes That Matter V/S COMPREHENSIVE
  • 15. July 5, 2014 www.ontargetmarketing.in 15 Qualitative Attributes That Matter V/S AUTHORITATIVE
  • 16. July 5, 2014 www.ontargetmarketing.in 16 Qualitative Attributes That Matter MUMBAI DELHI CHENNAI KOLKATTA LOCAL
  • 17. July 5, 2014 www.ontargetmarketing.in 17 What’s the takeaway? • How many of these five boxes can you tick? • The more of them you tick, greater the probability of your site attracting search traffic. • Remember the acronym FOCAL
  • 18. July 5, 2014 www.ontargetmarketing.in 18 Thank you! Questions?