Content marketing - The key to success for SEO
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Wish to leverage upon content marketing to attain success in terms of SEO rankings? Get to know about how to leverage upon adequate content, through this presentation
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Content marketing - The key to success for SEO
- 1. Navneet Kaushal CEO PageTraffic Content Marketing The Key to SEO in 2015
- 2. Search Often Brings the Most Highly Qualified Traffic
- 3. 3
- 4. State of Search- India Source: Netmarketshare and business-standard.com Google 97% Yahoo 1% Bing 1% Others 1% Indian Search Engine Market Share
- 5. What all has changed?
- 8. Google - More Visual
- 9. Bing - More Visual
- 10. Search Queries – More Self- Referential
- 11. Search Queries – Longer, More Descriptive
- 12. Search Queries – More Time Sensitive
- 13. Search Queries – More Crowd Conscious
- 14. AROUND 15% OF THE SEARCH QUERIES ARE NEW
- 15. www.pagetraffic.com • Hummingbird • Google Panda: 28+ updates • Google Penguin: 6 updates • Exact-Match Domain (EMD) Update • Page Layout: 2 updates • 7-Result SERPs • Link Warnings • Knowledge Graph • Venice • Other Monthly Updates: 390 Google Algorithm is Constantly Changing
- 16. Audience Search Habits are Changing
- 17. Audience Search Habits are Changing
- 18. @iacquire TheOldConsumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia
- 19. @ TheNew Consumer Decision Journey via Google ZMOT 2012
- 23. Content Marketing in SEO
- 24. Content Marketing in SEO
- 28. Content Marketing– the Shift
- 29. Shift in Balance is happening
- 40. Understanding the Customer Journey The customer shopping journey can classified into sequential stages. Awareness Consideration Intent Due Diligence Decision http://gweb-think-tools.appspot.com/customer-journey-to-purchase/ Not common, mostly occurs with high ticket items
- 41. Awareness Generally shorter key phrases Typically core business terms or category terms Very high search volume Lower conversion rates Example: handbags sweaters Dresses Awareness Consideration Intent Due Diligence Decision
- 42. Consideration Generally 2-3 word keywords one identifier + the root Lower search volume Better conversion rates Higher amount of keywords in this stage Example: Brand + category samsung mobile Gender + category Women’s sweaters Need + Category plus-size dresses Brand + Discount dominos coupons Awareness Consideration Intent Due Diligence Decision
- 43. Intent Generally 3-4 word keywords two identifiers + the root Even lower search volume Even better conversion rates Example: Local (keyword) samsung mobile delhi Brand + model (keyword) samsung galaxy s5 Price identifier + brand/product category + product samsung s4 price Best + brand/attribute + model/product type best samsung mobile phone under 15000 Awareness Consideration Intent Due Diligence Decision
- 44. Due Diligence Common for high-ticket items Keywords to understand financial commitments benefit/return of post-purchase, warranty, reviews (product specific), comparison Example: Brand + model + reviews/customer service/aftermarket Samsung galaxy s5 reviews Samsung galaxy s5 warranty whirlpool gold refrigerator reviews samsung s4 vs nexus 5 2012 honda city resale value Less common for most retail shopping Awareness Consideration Intent Due Diligence Decision
- 45. Decision Generally 4+ word keywords four or more identifiers + the root Can include “Buy” or “Shop” exact specs of product search Example: Buy + brand + model + attribute + value prop Google nexus 5 free shipping levis jeans size 38 Brand + model + pricing + value prop sony cybershot dsc wx50 digital camera cheap Generally fewer keywords in this stage, many customers convert via direct load Awareness Consideration Intent Due Diligence Decision
- 47. LINK BUILDING IS NOT DEAD.
- 49. Forget link building. It is time for link earning and the content that attracts links
- 50. Build Links WITH Your Content to Win.
- 51. Build Links WITHOUT Your Content to Get Penalized.
- 61. Build Content With High Search Link Intent KEYWORD “FACTS” KEYWORD “INFORMATION” KEYWORD “DATA”
- 62. 3 quick and easy types of content Experts’ opinion: Roundups Lists: Top 10 or 100+ facts about … Old content, New life Repurpose your content
- 63. Learn the art of storytelling Copyright © www.pagetraffic.in
- 64. Free Tools To Find The Influencers
- 65. Circlecount.com – Google+ Choose country and gender
- 67. Buzzsumo.com – best domains Search for influencers in a specific niche
- 68. Questions to ask influencers for your Roundup posts Tips and Tricks Predictions Mistakes to avoid Tools they use
- 69. Buzzsumo.com – top content Social Signals
- 71. Many free tools are available now! feedly.com rebelmouse.com storify.com list.ly scoop.it
- 72. Headlines matter! Portent’s Content Idea Generator
- 75. Use Different Media Formats
- 80. Promote
- 85. Keep it brand focused and natural. Do deeplinking “Other anchor text” is under- rated, mix it up and have a natural link spread which links throughout your domain, not just to your homepage. Avoid SEO Footprints - Check Anchor Text Distribution
- 86. Measure
- 89. Who’s owns marketing content? Traditionally.. Online SEO Social Media EditorialProduct Email Offline Direct PR Editorial Marketing
- 90. Who’s owns marketing content? More cohesive organisation of departments Marketing SEO Social Media Editorial ProductEmail PR Direct
- 91. Download Free Content Marketing Guide http://pt.gy/cm-pdfguide THE FREE E-BOOK UNFOLDS • Strategies that constitute an effective content marketing plan • Formats that can be used to make your content diversified • Techniques that can make it reach the right audience • Metrics that can track the success of your campaign
- 92. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!