SEO and Content Marketing
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The document discusses how SEO has evolved to focus more on content marketing. It emphasizes that effective SEO content needs to have the right target, structure, and authority. For target, content should match user intent at different stages of the customer journey. For structure, content must be accessible to both users and search engines. For authority, a website needs quality content, links, and an established brand to be trusted. The document provides tips for content creation, such as using keyword research tools and understanding user personas and conversion funnels. It also stresses the importance of site speed, calls to action, and engaging users through different types of content.
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SEO and Content Marketing
- 1. Navneet Kaushal CEO PageTraffic SEO and Content Marketing – A match made in heaven
- 5. CONTENT.
- 20. Great SEO Content answers your users’ questions, it meets their needs & expectations and is suitable for your TARGET is easily accessible and interpreted by target users and search engines thanks to its STRUCTURE has a very good quality level and is trustworthy because its source is recognized for its AUTHORITY Which content is king for search engines?
- 21. SEO-friendly content and UX TARGET STRUCTURE AUTHORITY …can I trust this website? NOT TRUSTWORTHY NOT for ME …that’s not what I was looking for!…I can’t find what I’m looking for… NOT so ACCESSIBLE Ideal content both for SEO and the user complies with these 3 criteria …perfect!
- 22. Effec9ve SEO Content Strategy Target Creating personalised content for each phase of the customer journey and adapting it to the buyer personas it targets Structure Structuring content in an accessible format for search engines, without overlooking user experience Authority Developing website authority: a quality backlink profile and most importantly, a brand that search engines associate to its products and industry Here are the key aspects to consider in order to develop an effective SEO content strategy
- 23. TargetCustomer journey and buyer personas
- 24. Customer journey and buyer personas The purpose of targeted content is to effectively guide buyer personas through the different phases of the customer journey by providing them with personalised information Channel, content type and information personalisation based both on the buyer persona and the customer journey phases UX, design, register personalisation. Consistent with a buyer persona for the whole user journey BUYER PERSONA Awareness Evaluation DecisionLoyalty
- 25. @iacquire The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia
- 26. @iacquire The New Consumer Decision Journey via Google ZMOT 2012
- 30. ▪ The different phases of the customer journey actually represent a continuum: for this reason, some search intents, keywords and content items can successfully become part of different moments in the customer journey. ▪ As a result of the changes in consumers’ online navigation behaviour in the mobile era, the whole conversion process is more and more influenced by: ▪ offline communication ▪ micro-moment navigation behaviour* ▪ pre-shopping online searches (Zero Moment of Truth) * Key points | Target (*) Google research: https:// www.thinkwithgoogle.com/collections/micromoments.html and https:// www.thinkwithgoogle.com/research-studies/zmot-auto-study.html
- 33. Awareness § Generally shorter key phrases § Typically core business terms or category terms § Very high search volume § Lower conversion rates § Example: § handbags § sweaters § Dresses Awareness Considera9on Intent Due Diligence Decision
- 34. Considera9on § Generally 2-3 word keywords § one idenXfier + the root § Lower search volume § BeZer 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 Considera9on Intent Due Diligence Decision
- 35. Intent § Generally 3-4 word keywords § two idenXfiers + the root § Even lower search volume § Even beZer conversion rates § Example: § Local (keyword) samsung mobile delhi § Brand + model (keyword) samsung galaxy s5 § Price iden9fier + brand/product category + product samsung s4 price § Best + brand/aYribute + model/ product type best samsung mobile phone under 15000 Awareness Considera9on Intent Due Diligence Decision
- 36. Due Diligence § Common for high-Xcket items § Keywords to understand financial commitments § benefit/return of post-purchase, warranty, reviews (product specific), comparison § Example: § Brand + model + reviews/customer service/a?ermarket § 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 Considera9on Intent Due Diligence Decision
- 37. Decision § Generally 4+ word keywords § four or more idenXfiers + the root § Can include “Buy” or “Shop” § exact specs of product search § Example: § Buy + brand + model + aYribute + 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 Considera9on Intent Due Diligence Decision
- 38. StructureRich Snippets | Rich Cards and Knowledge Graph | Featured Snippets
- 51. ▪ The evolution in Google’s search result types is following current trends: adapting to online users’ behaviour and search intents, to mobile devicesand conversational vocal searches. ▪ Google search results allowing a website to obtain higher visibility than classic snippets will become increasingly frequent and diversified. ▪ Some search results types (KG) are less influenced by structural optimisations, while others (featured snippets) are not limited to big websites and brands, but can appear for every website with optimised content. Key points | Structure
- 52. AuthorityContent | Website | Off-site and off-line strategies
- 54. ▪ The authority perceived by search engines is the result of a complex assessment of the quality levels for the following aspects: content, website, off-site and off-line signals. ▪ Several ranking factors and signals are analysed for each aspect. Success and results are determined by a strategic equilibrium among these elements, which varies for different types of websites orbusinesses. Key points | Authority
- 57. Diversify your Strategy with Different Types of Content 57 LISTICLES LONG-FORM VIDEO HOW-TO’S REVIEWS
- 58. TIPS FOR GREAT ENGAGEMENT / UX WHAT SEARCH ENGINES LOVE: ENGAGEMENTS 38 LANDING PAGES FAST SITE SPEED ABOVE THE “FOLD” CALLS TO ACTION (CTAS) SHOP NOW!
- 59. CONTENT + SEO: MARRIAGE ADVICE
- 60. 60 • Picking the perfect topic • Optimizing content ADVICE
- 61. 61 *comScore 1. Google’s and Amazon’s Suggested Results 2. Keyword Research Tools Tools to pick the perfect topic
- 62. Attract rather than Sell Create content that DESERVES links and MARKET that content.
- 63. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: SegmentaXon
- 64. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: SegmentaXon
- 65. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: SegmentaXon
- 66. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: SegmentaXon
- 67. • Educate to purchase • Detail the products or services • Use internal linking • Describe the non-brand • Tools: • Google Keyword Planner • Google Search Console • AnalyXcs • MajesXc ($) • Moz ($) Learn Your Audience: Conversion Funnel Website navigation should include links to pages targeting the highest search volume phrases!
- 68. • Educate to purchase • Detail products + services • Provide business history • Use internal linking • Tools: • Google Keyword Planner • Google Search Console • AnalyXcs • MajesXc ($) • Moz ($) Learn Your Audience: Conversion Funnel
- 69. Reference Guide: Google AnalyXcs Use these menus to view how users arrive and how they interact with site content! Understand which channels & sites are most valuable! How many pages viewed?! What pages cause people to leave?! Does my site load fast enough?! After they arrive, what pages do they click on next?! What URLs bring people to my site?! What do they type in the search box?! Find which social networks provide most engagement! Use Advanced Segments for custom audience groups!
- 70. Beef Up Site Content • IdenXfy and fill in gaps in content based upon keyword research • Incorporate target search terms throughout InformaXon Architecture • Use hubs of content to organize relevant pages together Home Page Hub2 PR Requests Contact News + Articles Advice Teenagers Product Reviews About NAV 1 / All NAV 2/ Filtering NAV 3 Single Content Pages Suggested Page Content Hubs Ask a Q Photos Videos News Photo Pages Video Pages Detail3 News + Articles Co Parentin g For Parents Books Positive Parentin g Tips Technique s Our Writers
- 71. UXlize Microformats within HTML • Schema.org • Invented in 2011 by Google, Bing, Yahoo, & Yandex • Open Graph • Used by Facebook to extract addiXonal meaning • developers.facebook.com/tools/ debug/ • JSON • JavaScript markup • RDFa • Markup extension of HTML5
- 72. • Formerly, Google Webmaster Tools; sXll trends the last 90 days of data • Major Changes: • Search AnalyXcs • Mobile Friendly Tool • InternaXonal TargeXng GSC to Find Current OpportuniXes
- 82. Build Content With High Search Link Intent KEYWORD “FACTS” KEYWORD “INFORMATION” KEYWORD “DATA”
- 83. 3 quick and easy types of content Experts’ opinion: Roundups Lists: Top 10 or 100+ facts about … Old content, New life Repurpose your content
- 86. Circlecount.com – Google+ Your Topic Choose country and gender
- 87. Topsy.com - Twitter Your Topic
- 88. Buzzsumo.com – best domains Search for influencers in a specific niche
- 89. Questions to ask influencers for your Roundup posts Tips and Tricks PredicXons Mistakes to avoid Tools they use
- 90. Buzzsumo.com – top content Social Signals
- 92. Many free tools are available now! feedly.com rebelmouse.com storify.com list.ly scoop.it
- 101. Promote
- 106. 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. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Avoid SEO Footprints - Check Anchor Text Distribu9on
- 107. Getting the BIG links then attracting the rest
- 111. RESULTS
- 112. Any BIG links?
- 116. Download Free Content Marketing Guide hYp://pt.gy/cm-pdfguide THE FREE E-BOOK UNFOLDS • Strategies that consXtute an effecXve content markeXng 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
- 117. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!