SEO and Content Marketing
â˘
4 gefällt mirâ˘20,397 views
In this indepth presenation learn how SEO and Content Marketing is a match made in heaven.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ăhnlich wie SEO and Content Marketing
Ăhnlich wie SEO and Content Marketing (20)
Mehr von Navneet Kaushal
Mehr von Navneet Kaushal (16)
KĂźrzlich hochgeladen
KĂźrzlich hochgeladen (14)
SEO and Content Marketing
- 1. Navneet Kaushal CEO PageTraďŹc SEO and Content Marketing â A match made in heaven
- 5. CONTENT.
- 20. Great SEO Content answers your usersâ 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 âŚcan I trust this website? NOT TRUSTWORTHY NOT for ME âŚthatâs not what I was looking for!âŚI canât find what Iâm looking for⌠NOT so ACCESSIBLE Ideal content both for SEO and the user complies with these 3 criteria âŚperfect!
- 22. EďŹec9ve 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. âŞâŻ 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. âŞâŻ As a result of the changes in consumersâ online navigation behaviour in the mobile era, the whole conversion process is more and more influenced by: âŞâŻ offline communication âŞâŻ micro-moment navigation behaviour* âŞâŻ 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 idenXďŹer + the root §⯠Lower search volume §⯠BeZer conversion rates §⯠Higher amount of keywords in this stage §⯠Example: §⯠Brand + category samsung mobile §⯠Gender + category Womenâs sweaters §⯠Need + Category plus-size dresses §⯠Brand + Discount dominos coupons Awareness Considera9on Intent Due Diligence Decision
- 35. Intent §⯠Generally 3-4 word keywords §⯠two idenXďŹers + the root §⯠Even lower search volume §⯠Even beZer conversion rates §⯠Example: §⯠Local (keyword) samsung mobile delhi §⯠Brand + model (keyword) samsung galaxy s5 §⯠Price iden9ďŹer + 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 ďŹnancial commitments §⯠beneďŹt/return of post-purchase, warranty, reviews (product speciďŹc), 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 idenXďŹers + the root §⯠Can include âBuyâ or âShopâ §⯠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. âŞâŻ The evolution in Googleâs search result types is following current trends: adapting to online usersâ behaviour and search intents, to mobile devicesand conversational vocal searches. âŞâŻ Google search results allowing a website to obtain higher visibility than classic snippets will become increasingly frequent and diversified. âŞâŻ 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. âŞâŻ 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. âŞâŻ 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-TOâS REVIEWS
- 58. TIPS FOR GREAT ENGAGEMENT / UX WHAT SEARCH ENGINES LOVE: ENGAGEMENTS 38 LANDING PAGES FAST SITE SPEED ABOVE THE âFOLDâ CALLS TO ACTION (CTAS) SHOP NOW!
- 59. CONTENT + SEO: MARRIAGE ADVICE
- 60. 60 â˘âŻPicking the perfect topic â˘âŻOptimizing content ADVICE
- 61. 61 *comScore 1.âŻGoogleâs and Amazonâs Suggested Results 2.âŻKeyword Research Tools Tools to pick the perfect topic
- 62. Attract rather than Sell Create content that DESERVES links and MARKET that content.
- 63. â˘âŻ Content should be created for your users â˘âŻ FAQs â˘âŻ Help/Tutorial Videos â˘âŻ Infographics â˘âŻ Tools: â˘âŻ Google Keyword Planner â˘âŻ Google Search Console â˘âŻ Wolfram Alpha â˘âŻ SEMRush ($) â˘âŻ Moz ($) Learn Your Audience: SegmentaXon
- 64. â˘âŻ Content should be created for your users â˘âŻ FAQs â˘âŻ Help/Tutorial Videos â˘âŻ Infographics â˘âŻ Tools: â˘âŻ Google Keyword Planner â˘âŻ Google Search Console â˘âŻ Wolfram Alpha â˘âŻ SEMRush ($) â˘âŻ Moz ($) Learn Your Audience: SegmentaXon
- 65. â˘âŻ Content should be created for your users â˘âŻ FAQs â˘âŻ Help/Tutorial Videos â˘âŻ Infographics â˘âŻ Tools: â˘âŻ Google Keyword Planner â˘âŻ Google Search Console â˘âŻ Wolfram Alpha â˘âŻ SEMRush ($) â˘âŻ Moz ($) Learn Your Audience: SegmentaXon
- 66. â˘âŻ Content should be created for your users â˘âŻ FAQs â˘âŻ Help/Tutorial Videos â˘âŻ Infographics â˘âŻ Tools: â˘âŻ Google Keyword Planner â˘âŻ Google Search Console â˘âŻ Wolfram Alpha â˘âŻ SEMRush ($) â˘âŻ Moz ($) Learn Your Audience: SegmentaXon
- 67. â˘âŻ Educate to purchase â˘âŻ Detail the products or services â˘âŻ Use internal linking â˘âŻ Describe the non-brand â˘âŻ Tools: â˘âŻ Google Keyword Planner â˘âŻ Google Search Console â˘âŻ AnalyXcs â˘âŻ MajesXc ($) â˘âŻ Moz ($) Learn Your Audience: Conversion Funnel Website navigation should include links to pages targeting the highest search volume phrases!
- 68. â˘âŻ Educate to purchase â˘âŻ Detail products + services â˘âŻ Provide business history â˘âŻ Use internal linking â˘âŻ Tools: â˘âŻ Google Keyword Planner â˘âŻ Google Search Console â˘âŻ AnalyXcs â˘âŻ MajesXc ($) â˘âŻ Moz ($) 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 â˘âŻ IdenXfy and ďŹll in gaps in content based upon keyword research â˘âŻ Incorporate target search terms throughout InformaXon Architecture â˘âŻ 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 â˘âŻ Schema.org â˘âŻ Invented in 2011 by Google, Bing, Yahoo, & Yandex â˘âŻ Open Graph â˘âŻ Used by Facebook to extract addiXonal meaning â˘âŻ developers.facebook.com/tools/ debug/ â˘âŻ JSON â˘âŻ JavaScript markup â˘âŻ RDFa â˘âŻ Markup extension of HTML5
- 72. â˘âŻ Formerly, Google Webmaster Tools; sXll trends the last 90 days of data â˘âŻ Major Changes: â˘âŻ Search AnalyXcs â˘âŻ Mobile Friendly Tool â˘âŻ InternaXonal TargeXng GSC to Find Current OpportuniXes
- 82. Build Content With High Search Link Intent KEYWORD âFACTSâ KEYWORD âINFORMATIONâ KEYWORD âDATAâ
- 83. 3 quick and easy types of content Expertsâ opinion: Roundups Lists: Top 10 or 100+ facts about ⌠Old content, New life Repurpose your content
- 86. Circlecount.com â Google+ Your Topic Choose country and gender
- 87. Topsy.com - Twitter Your Topic
- 88. Buzzsumo.com â 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 â 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 âOther anchor textâ 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 ďŹle 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 â˘âŻ Strategies that consXtute an eďŹecXve content markeXng plan â˘âŻ Formats that can be used to make your content diversiďŹed â˘âŻ Techniques that can make it reach the right audience â˘âŻ 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!