SEO is Content in Context. Some valuable information and learning in contextual search, the semantic web and where content fits in online marketing.

1. What you should
know about good
content and SEO:
CONTEXT.
@primaryposition

2. My name is David Quaid
and I’ve been working in
online marketing since
1996. I’ve worked for lots
and lots of companies,
big and small, all over Currently I
the world. I’m not going head up
to bore you with the Primary
Position, an
details. But I know a
SEO and PPC
thing or two about online agency based
marketing. in Ireland.

3. What have we heard
so far?

4. What have we heard
so far?
Good content
Content is king
Users love it
Google loves it

5. We lack a proper
definition for Good
Content

6. We lack a proper
definition for Good
Content
We all have a different
perspective.

7. There are many myths
about SEO
There are many for
content writing too

8. Content must be gripping
In other words, stuff I like

9. Content should be serious
In other words, stuff I like

10. Content should be
popular
And never offend?

11. Content is defined by the
user’s perspective. Not
yours.
We need to stop pitching and start
listening. If you are not the
customer, then the content is not
for you,…..

12. Web visitors are expensive
Different valuation models exist
but we value an average visitor
from €1 and we value targeted
visitors from €50 and up.

13. Web visitors are never
random
We keep thinking of viral effects
and random stumbles. Traffic
doesn’t work this way.

14. Web visitors are never
random or viral
The early era of web design was
dominated by thinking like this:

15. My new Sellotape website is
so awesome…

16. The hope that your
design/content/video will
go viral

17. You’ll die waiting

18. Because need +
perspective + location
+timing = context

19. Understand the user
journey

20. Understand the user
journey
You might know where you want them to go, but
they can get lost easily

21. Understanding the user
journey
Is the least appreciated
problem in online
marketing

22. How will the user find you,
not how will you know who
the user is

23. Random stumble?

24. Random stumble?
(this is how most content writers hope
they’ll be found)

25. I just want to
buy something.
Anything

26. I just want to buy
Do you
something. Anything assume
consumers
are like
this?

27. Try to solve a problem!

28. I’m not sure
about
reading, I
just need This is
help closer to
reality

29. I need a
pizza.
Here.
Now
Context

30. Content alone isn’t
marketing

31. Getting people to content is the
challenge. Because we don’t
have the channels
(read this carefully)

32. Creating routes to content
= marketing

33. Channels
Platform + Content +/= Audience

34. Content

35. New Platforms

36. Audience
You have platforms but where’s the
audience?

37. Challenges
So now we can produce brilliant
content.
From our keyboards
Photos and videos
Thoughts, ideas, …..

38. Challenges
So now we can produce brilliant
content.
From our keyboards
Photos and videos
Thoughts, ideas, …..
There are now over 30
Trillion* web pages
*
Source: Google

39. Challenges
Google sits between your
site content and your
intended target.
Why YOU?
(from 30 trillion other pages)

40. Challenges
Google* sits between your
site content and your
intended target.
*Unless you’re a paid up member of
the flat earth society and don’t believe
in search engines.

41. Challenges
Google* sits between your
site content and your
intended target.
*Unless you’re a paid up member of
the flat earth society and don’t believe
in search engines. Which is totally fine
with us by the way.

42. Challenges
Your Content

43. Challenges
Your Content Your target

44. Challenges
Your Content Your target

45. Challenges
Your Content Your target
Your new best
friend?

46. Challenges
Your Content Your target
Or your worst
nightmare?

47. How does Google
Read your content?

48. How does Google
Read your content?
Well, probably not
how you’d hope

50. Probably
more like this

51. Just some sample myths
#1 .com doesn’t mean instant .global just add water
.com means .commercial and 90% of the time is localised just
like .ie or .co.uk

52. Just some sample myths
#2 Search engines don’t “love” fresh content
10 year old pages will rank just fine. News items or items that
deserve new content = QDF (Query Deserves Freshness)

53. Just some sample myths
#3 Blogging more = more ranking
If you don’t understand Authority, how to grow it and how
blogging about different topics makes your site narrower and
dilutes the value of your Authority+Relevance, then you’re
probably in for a huge dissappointment

54. So how does Google
See your content?

55. How does Google
View your content?
What people search for and
when = context.
What shows = what Google
wants

56. Google already has tons and tons of content about
everything
Writing more of it doesn’t make you stand out
any more

57. Firstly: if people find you and then jump back to
search, you can be sure that Google knows…

58. Well
Jim, they
didn’t like
that site!
No, not at all
so lets send
them some
where else
next time
And its not going to repeat that mistake often….

59. Secondly, Google doesn’t read. It doesn’t care
about grammar, spelling or prose. It doesn’t have a
taste. It’s equally ambivalent about Shakespeare
and Fifty Shades of Grey.

60. Secondly, Google doesn’t read. It doesn’t care
about grammar, spelling or prose. It doesn’t have a
taste. It’s equally ambivalent about Shakespeare
and Fifty Shades of Grey.

61. Most would be content writers think that
content found in a web forum like
www.boards.ie is terrible

62. Most would be content writers think that content
found in a web forum like www.boards.ie is terrible
And it probably/generally can be.

63. Google loves User Generated content. It likes 3rd
part validation. Not just reviews
But comments and posts
And connectivity

64. User Generated Content ? Typos?
Frickin Awesome!

65. Another way to think about this….
Is to ask how doesn’t Google view your
content

67. This does not happen at Google
when you publish your blog posts.
Ever.

68. So you wanna be a content writer eh?

69. So you wanna be a content writer eh?
Well step right up
pilgrim!

70. Developing a Top Strategy for content
development for Search Marketing**
**No flat earth society types need apply

71. Developing a Top Strategy for content
development for Search Marketing**
Share your expertise
Don’t think of this as free education
**No flat earth society types need apply

72. Share your expertise
Don’t think of this as free
education

73. Share your expertise
Make people
understand how much
you know in order to
become where you are

74. .

75. Tell a story
But tell your story. Not
somebody elses…

76. Pay it forward
Help people. Be
Genuine.
They will appreciate it.

77. Be Targeted

78. Don’t go splatter gun
Just because someone
told you to use the
Keywords tool doesn’t
make it OK to write about
everything that’s trending

79. That’s just. Well.

80. That’s just spammy
Writing about popular stuff
to get visits is the modern
equivalent of keyword
stuffing.

81. That’s just spammy
Writing about popular stuff
to get visits is the modern
equivalent of keyword
stuffing.
Google’s watching you

82. In fact, here’s a top tip:
If you have content with a high
bounce rate or low click-throughs –
then consider killing it or marking it
for NoIndex.

83. In fact, here’s a top tip:
If you have content with a high
bounce rate or low click-throughs –
then consider killing it or marking it
for NoIndex.
You’re not buying into this
are you?

84. How many times have you seen
yours or someone else's privacy
statement rank?

85. How many times have you seen
yours or someone else's privacy
statement rank?

86. Because people don’t
Understand
Authority + Relevance
They end up doing silly stuff.
Like ranking their Privacy statement.

87. Because people don’t won’t
Understand
Authority + Relevance
They end up doing silly stuff.
Like ranking their Privacy statement.

89. Worrying about content
Start thinking about
Context

90. You probably don’t know
this but Google have gone
on record about it
When Google finds your site, it gives
you a “crawl allowance.”
This is based on your Authority
This is time based

91. This is fine if the allotted
time is enough to crawl
your site

92. But very frustrating if you
start growing your
content without growing
your authority

93. Your site content must be
relevant and the site
structure built to support
it or it will just get
ignored

94. Content that has a high
bounce rate will simply
get removed.
Content that doesn’t fit
will just ignored

95. If nobody links to it, then
Google thinks its
probably not of much
importance
=Authority

97. Timing
Location
Search
= Context

98. The problem with Google is that
its so good at solving complicated
search and context issues that
most people don’t even have to
think about it.

99. There was a belief, especially in
academic circles, that semantic
web would somehow replace
Google

100. But Google have already invented
the perfect semantic search
Google returns map, flight
times, currency
conversions, translations and even
cinema timetables in real time
search

102. Authors have an inherent bias
towards their own content.
And it can be a little difficult to
understand why not everyone loves
their content. Or even cares.
Content is emergent, not rigid

103. A search for “Champions League” is
a different search from yesterday…
Because different teams are playing
but in the same championship.
The user knows that. So does
Google.

104. Google’s value add is that it ignores
the Author’s bias.
That’s why it ignores meta data for
ranking.

105. Google understands context.
Do you?
Please say hi @primaryposition on twitter
And visit our website at Primaryposition.com