content marketing for seo
DESCRIPTION
SEO is no longer about people finding your content. It's about your content finding your target audience.TRANSCRIPT
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Content Marketing For
SEOBernie Borges, CEO Find and Convert
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History of SearchFuture of SearchThe SEO MindsetSEO Best Practices Content Marketing for SEO
What You’ll Learn
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History of Search
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Origin of SEO: Google PageRank
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Anchor Text in SEO
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Baseball Analogy
Analogous to Post Google Panda & Penguin
People always seek to find shortcuts….
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Blog Networks
Marketers are no different…
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Article Marketing
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Future of Search
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What does Google want?Provide answers to search intent and not just give links.Want to connect topic, ideas, people, places, thingsWhat is? When? Where are?Answers questions
What is Pi? What is the harlem shake?
Future of Search
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How will Google connect all this data?EntitiesGoogle AuthorshipSynonyms (Topic based)
Imagine a search engine that differentiates 101 level content and 401 level content.
Future of Search
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Knowledge GraphAnswer 30% of users next
queriesConnects the dots
between entities.
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Google is connecting authors that write quality content (receives links, social, co-citations) and connecting them with the vertical that they write in.
Google Authorship
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Co-Citation = Content Marketing
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Co Citation is when a Brand is “cited” without a direct link in context to the brand.
Example: Coca Cola mentioned in articles regarding soft drinks.
Co Citation
Excerpt from the Wall Street Journal.
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How does Google determine the authority of the website?
How does Google determine the quality of content?How does Google determine higher quality for 2
identical pieces of content?
Answer: Links, Social, & Co Citations to a webpage.
Authority
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Google identifies high quality content through back-links, social shares, co-citations.
E.g., Faces of Meth
Effects of Content Marketing on SEO
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The New SEO Mindset
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Write for humansDon’t write for search enginesQuality of the content in context is KINGLong form content prevails
1000 words plusBe Marketers not Google Manipulators
Be Awesome Be Creative
The New SEO Mindset
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Create linkable assetsInterview seriesToolsContestsPollsCover current news events (in real time)
Creative Content Marketing for SEO
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SEO Best Practices
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Webpages rank, not WebsitesAnticipate User Intent in a keyword searchClosely related keywords can target the same page
Cars, Autos, Automobile, VehicleBlog Posts are good for Long Tail
Best Practices - Keywords for Landing Pages
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Keywords
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“Digital Marketing Strategy Examples”
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Silo Architecture / Landing Pages
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Silo Architecture in Services Business
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Keyword Approach - Shotgun not Sniper
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Be natural, be relevantKnow your target audienceIf you do optimize content use synonyms But DO
NOT over-think, be humanLink within, not among silosImages & videos enhance the quality of a post
Best Practices - Content
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How are URLs performing? (Not Keywords)TrafficLinksSocial
Best Practices - Content Performance
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They comment, share, and link to content. Helps domain authority for discoverability.
More importantly if the site gets hit by a future update all traffic will not cease.
Best Practices – Build an Audience
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How will people find your awesome content?A) Either you have a huge audienceB) Or outreach has to be done
Create “remarkable” content Reach out to people & websites in your
verticalLeverage the employee team if possibleReach influencers
Best Practices - Promotion
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Best Practices – Balanced Traffic Sources
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Internal Links should be natural, for the userCan’t vote yourself up for competitive keywordsStay within a siloInternal Links should support a landing page.Blog posts can interlink with each other.The more internal links on a page the less link
juice is passed to each page.
Best Practices - Onsite
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Use appropriate meta data for images. Don’t just stuff keywords in the image.
Title and H2 should be different.Don’t over optimize URLs
E.g., www.website.com/my-first-keyword-1/second-keyword-here/third-keyword-here
Best Practices - Onsite
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Use SEO Tools
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Create blog structure asCategory -
www.website.com/blog/name-of-categoryBlog Post -
www.website.com/blog/blog-postThis prevents having duplicate content on
site if multiple categories are selected for a post.
Best Practices - Onsite
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Blog Structure Categories
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Content Marketing for SEO(the nitty gritty)
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• Start with the Goal• Each content series or piece of content
• Sample Goals• SEO • Thought leadership• Brand building• Competitive differentiation• Lead generation• Attracting back links
• Tools, top 10 lists, • “Newsjacking”
The Content Strategy
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The Content Strategy
• 3 Key Elements• Persona analysis• Keyword strategy• The content theme
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• Three roles• Producer• Director• Subject matter experts
Content Production Process
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• Content Calendar
Content Production Process
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• Repurpose Content• Video• Podcast• White paper• E-book• Webinar• Blog posts
Content Production Process
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Optimizing Content
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• Use Compelling Images
Optimizing Content
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• Reference Others• Interview Others
Optimizing Content
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• Create a Pleasant Experience
Optimizing Content
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Create a Pleasant Experience
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Optimizing Content
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Optimizing Content
• Link Back• Link once or Twice
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• Sharing is key• Advertising• Social sharing• Blog comments• Employee sharing• Webinars• Your network
Content Promotion
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• Understand SEO• Develop a Content Plan• Follow a Process• Content Sharing is Key• It’s a Marathon not a Sprint
Content Marketing for SEO Summary
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Source: Kuno Creative
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SEO is no longer about people finding your content…It’s about your content
finding your target audience….
Bernie Borges
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Connect With Us!
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The Future of Search http://www.slideshare.net/bernbay/future-of-search-18762675
Anchor Text in SEOhttp://www.iacquire.com/blog/18-meta-tags-every-webpage-should-
have-in-2013/
Over-optimizationhttp://www.seomoz.org/blog/6-changes-every-seo-should-make-bef
ore-the-over-optimization-penalty-hits-whiteboard-fridayContent Performance
http://uk.blueglass.com/blog/content-auditing/http://pointblankseo.com/scrape-ratehttp://ipullrank.com/scrape-rate-and-shareability-rate/
Sources
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Inbound Marketing: Google’s Sweet Spothttp://www.kunocreative.com/blog/bid/70764/Why-SEO
s-are-Finding-Themselves-Reporting-to-Content-Marketing
Silo Architecturehttp://www.bruceclay.com/seo/silo.htm
Landing Pageshttp://yoast.com/cornerstone-content-rank/
Entities / Synonymshttp://www.youtube.com/watch?feature=player_embedd
ed&v=NpnnXt7CHMUhttp://www.seobythesea.com/2013/01/insignificant-term
s-in-queries/
Sources
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CoCitation / CoOccurencehttp://www.seomoz.org/blog/prediction-anchor-text-is-d
ying-and-will-be-replaced-by-cocitation-whiteboard-fridayhttp://www.seobythesea.com/2012/11/ranking-webpage
s-relationships-co-occurrence-patent/http://www.seobythesea.com/2012/11/not-all-anchor-te
xt-is-equal-other-co-citation-observations/http://www.searchenginejournal.com/co-citation-and-co-
occurrence-the-next-big-thing-in-seo/60724/
Sources
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PageRank Definitionhttp://www.smashingmagazine.com/2007/06/05/google-
pagerank-what-do-we-really-know-about-it/
Matt Cuttshttp://www.theshortcutts.com/http://www.youtube.com/watch?v=JMY-iNnqUIo
URLShttp://www.not-
implemented.com/urls-are-for-people-not-computers/
Sources