The document discusses optimizing content marketing for search engine optimization (SEO). It defines SEO-optimized content marketing as content created to both drive traffic by answering user questions and ultimately convert visitors into customers. The document provides tips for creating good SEO content, such as focusing on questions users are asking, using helpful headlines, and posting content regularly. It also discusses how to find topics for SEO-friendly content through keyword research and trend analysis tools. Finally, the document recommends keeping content marketing and SEO efforts organized through an integrated content calendar.

1. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO + Content Marketing
Two sides of the same coin
Sean Van Guilder & Maureen Jann
Point It Digital Marketing
www.pointit.com 08.24.2016

2. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing2
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3. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Tweet along!
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#SEO #ContentMarketing
@SeanVanGuilder @MaureenOnPoint @Point_It

4. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
About Point It
4
World-Class Clients
Our Services

5. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
About the Presenter
5
Sean Van Guilder
Director of Search Engine Optimization
Point It Digital Marketing
@SeanVanGuilder

6. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
About the Presenter
6
Maureen Jann
Director of Marketing
Point It Digital Marketing
@MaureenOnPoint

7. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing7
Table of Contents
What is SEO-Optimized
Content Marketing1 How can I keep this all
straight?4
What is good SEO
content?2 What can I do to make sure
Google finds my content?5
How can I find SEO-
friendly topics?3 6 Questions

8. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
What is
SEO-
Optimized
Content?
8

9. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Maybe you’re thinking…
9
“But…but…but…
SEO AND CONTENT MARKETING
ARE AT ODDS!”

10. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO-Optimized Content Marketing Defined
10
SEO
Purpose: drive
traffic to websites
by removing online
barriers from
searchers so they
can answer their
questions on your
website and
ultimately convert

11. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO-Optimized Content Marketing Defined
11
SEO
Purpose: drive
traffic to websites
by removing online
barriers from
searchers so they
can answer their
questions on your
website and
ultimately convert
Purpose: drive
prospect traffic by
answering their
questions via self-
published content
in a variety of
formats that will
ultimately drive
conversion
Content
Marketing

12. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO-Optimized Content Marketing Defined
12
SEO
Purpose: drive
traffic to websites
by removing online
barriers from
searchers so they
can answer their
questions on your
website and
ultimately
convert
Content
Marketing
Purpose: drive
prospect traffic
by answering
their questions
via self-published
content in a variety
of formats that will
ultimately drive
conversion

13. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO-Optimized Content Marketing Defined
13
SEO
Content
Marketing
COMMON GOALS
Drive traffic
Answer prospect questions
Convert prospects into
customers

14. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing14
LET’S
HUG
IT OUT

15. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing15
 Valuable
 Relevant
 Consistent
 User question-driven
 User-friendly
 Designed for customer
action
SEO-
Optimized
Content is…

16. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Core Keyword Phrase vs. Question-Driven
16
What are SEO best practices for content marketing?
QUESTION:

17. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Core Keyword Phrase vs. Question-Driven
17
QUESTION:
What are SEO best practices for content marketing?

18. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Core Keyword Phrase vs. Question-Driven
18
SEO best practices content marketing
CORE KEYWORD PHRASE
What are SEO best practices for content marketing?
QUESTION:

19. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
What is
good SEO
content?
19

20. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
…from a SEO perspective
Getting Found
20
Mobile search
overtook
desktop last
year!
So what? How
does that impact
content marketing? Natural language
searches, silly!
Oh.

21. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Knowledge Card
21

22. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
After the Click
…from an SEO perspective
22
high-quality answers
=
higher content ranking
Quality Content is a
RANKING FACTOR
TOP 3

23. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Don’t skimp on skimmable headlines
Headlines
23
• <H1> is most important –
overarching theme
• <H2> – subsections of h1
• <H3> – subsections of h2
• <H4>-<H6> don’t matter!


24. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
…from an SEO perspective
Quality Content
24
STEP 1:
Create
personas
STEP 2:
Find the
questions your
market is asking
STEP 3:
Write content to
answer those
questions

25. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
…from an SEO perspective
Regular Schedule Programming
25
Google “freshness score”
• Post Often
• Refresh content regularly
• Regularly add new pages to your
website
New content answers new
questions
Regular updates impacts ranking
on all engines

26. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
How can I
find SEO
friendly
topics?
26

27. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
It’s not as hard as you think.
Generating Content Topics
27
To generate ideas for your content and keyword
research, you'll find a wealth of resources at the
following sites:
• Answer the Public
• BuzzSumo
• SEMRush
• Google Trends
• Google Alerts
• Feedly
• Quora
• Nuzzel

28. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Keeping it all
Straight:
SEO+Content
Marketing
28

29. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Benefits
An SEO-Ready Content Calendar
29
QUALITY COMMUNICATION SOCIAL MEDIA

30. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Maybe you’re thinking…
30
“But…but…but…
I ALREADY HAVE A CONTENT
CALENDAR!”

31. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
You’ve probably already got a calendar but does it have…
Content Calendar
31
 Content type categories
 Frequency of posting
 Tone
 Desired Action
 URL
 Core Keyword Phrase
 Social media schedule

32. @SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Questions?
A link to view a recorded version of the webinar will be emailed
within 48 hoursi
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