This document discusses SEO and content marketing strategies. It provides a toolkit for content creators, including focusing on content relevance, industry ranking factors, featured snippets, and developing content using search intent, search volume, seasonality and semantic topic associations. Content and distribution are described as the "power couple" in online marketing. The presenter encourages analyzing search data to create valuable content and recommends Searchmetrics tools to improve content performance.

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Holly Miller – Brand Ambassador
In Partnership with Bright Talk
SEO & Content Marketing: The Art and Science of
Capitalizing on How To Rank &
What People Search For Online
@millertime_baby

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@millertime_baby
Google translates
over 3.5 billion
searches per day
and 1.2 trillion
searches per year
worldwide.

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By 2021, 78% of all
mobile traffic will be
video. That’s a lot of
video.
@millertime_baby
Source: Cisco Visual Networking Index:
Global Mobile Data Traffic Forecast Update,
2016-2021 White Paper, March 28, 2017

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@millertime_baby
There are so many
places to begin a
search not to
mention…

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Your Toolkit
Items

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1. Content Relevance
2. Technical Optimization
3. Industry-specific factors
Toolkit Item #1:
Industry Ranking
Factors
What matters: individual content relevance
depending on the specific user intent.
@millertime_baby

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General Ranking Factors Are Dead - @marcustober
@millertime_baby

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Universal Search Study
@millertime_baby
Integration types:
Images, Maps, Videos, News
Direct Answers
AMP & News Integrations
Mobile Apps
Google Shopping
Knowledge Graph
https://www.searchmetrics.com/knowledge-base/universal-search-study/

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Toolkit Item #2: Featured Snippets
@millertime_baby

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Three basic formats
Ordered list
@millertime_baby
Learn more: https://blog.searchmetrics.com/us/2017/05/16/unwrapping-the-secrets-of-seo-getting-ranked-into-an-answer-box/

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Three basic formats
Table
@millertime_baby
Learn more: https://blog.searchmetrics.com/us/2017/05/16/unwrapping-the-secrets-of-seo-getting-ranked-into-an-answer-box/

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Three basic formats
Paragraph
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Learn more: https://blog.searchmetrics.com/us/2017/05/16/unwrapping-the-secrets-of-seo-getting-ranked-into-an-answer-box/

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Go After Rankings for Paragraph Snippets
@millertime_baby

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Search Intent = Digital Gold
@millertime_baby

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Search Intent = Digital Gold
@millertime_baby

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Audience Poll
When you start creating content do you…
1. Pull up MS Word and start typing
2. Spend hours on Google “researching”
3. Go through your saved newsletter emails for ideas
4. Search for the term and look at the content on the
pages that are ranking
5. Pull up keyword data using an SEO software tool
(SEMrush, STAT, Moz etc.)

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Audience Poll
Results

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Toolkit Item #3:
Content Checklist
• Sharpen your
content with these…
• Seasonality
• Semantic
association of topics
• Search volume
• Search Intent
@millertime_baby

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Software content tool:
Searchmetrics Content
Experience Suite
Seasonality
Search Volume
@millertime_baby

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SERP Resource
Semantic
association of topics
@millertime_baby

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SERP Resource
Semantic
association of topics
@millertime_baby

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Resource for Finding
Search Volume
@millertime_baby

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Search Intent
Informational “how do I…”
Transactional “where do I buy…”
Navigational (“Nordstrom women sandals”)
@millertime_baby

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are the power couple in online marketing.
That’s not changing anytime soon.
"Content is king but distribution is queen and she
wears the pants.”
Ashley Ward @ashleymadhatter
To summarize, SEO & Content Marketing…
@millertime_baby

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@millertime_baby
LinkedIn/in/hollymiller1
Follow me on Twitter for more
insights
Get in touch!

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Rob Bucci’s slide deck, research by STAT, how to win and keep featured snippets https://getstat.com/mastermind/
STAT blog post – Featured Snippet volatility
https://getstat.com/blog/featured-snippet-volatility-research-findings/
Content Marketing World – checklist for creating valuable content
http://contentmarketinginstitute.com/2016/09/checklist-valuable-content/
Searchmetrics – Universal Search study 2018
https://www.searchmetrics.com/knowledge-base/universal-search-study/
Searchmetrics – Industry Ranking Factors study
https://www.searchmetrics.com/knowledge-base/ranking-factors-industry/
Searchmetrics blog post – Getting Ranked as the Answer Box
https://blog.searchmetrics.com/us/2017/05/16/unwrapping-the-secrets-of-seo-getting-ranked-into-an-answer-box/
Research & References

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Appendix
More goodies!

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Find out if
Searchmetrics is the
right platform for you.
Email Jim Ancel
j.ancel@searchmetrics.com
Demo the software
https://www.searchmetrics.com/contact-software/

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When you
want to rank
for this…
Direct Answer Box

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You need THIS level
of SERP data and
detail for your
important keywords
to make an impact..

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Searchmetrics Content
Experience Suite – Highlights
Agile Content Development
• Discover semantic
relationships with Topic
Explorer
Inside the Content Editor
• Create and publish
content using the Content
Score
• Duplication Check
• Actual User Questions
@millertime_bab

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All the SEO & content magic happens inside the Content
Editor

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Topic Explorer - Semantic Proximity of topics to your
topic

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Search Intent of your users

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Question Finder – select the questions you plan to
answer

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How do I know my content will be competitive on the SERP?

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I’m a digital marketer &
SEO advocate.
Holly Miller, Searchmetrics consultant
Home base: San Mateo, CA
With Searchmetrics since 2015
LinkedIn:
https://www.linkedin.com/in/hollymiller1/
Twitter: @millertime_baby

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There’s only one search &
content development platform
that owns its data:
Searchmetrics, the world’s #1
SEO and content performance
platform.
Our historical database spans
more than five years and
contains over 250 billion pieces
of information like keyword rankings, search
terms, social links, and backlinks.
Company Details
Founded: 2005
Company size: 201-500 employees
US HQ: San Mateo, CA
Company HQ: Berlin, Germany
Web: https://www.searchmetrics.com
Twitter: @Searchmetrics