Content marketing - The key to success for SEO in 2015
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Transcript of Content marketing - The key to success for SEO in 2015
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Navneet KaushalCEO
PageTraffic
Content MarketingThe Key to SEO in 2015
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Search Often Brings the Most Highly Qualified Traffic
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3
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State of Search- India
Source: Netmarketshare and business-standard.com
Google97%
Yahoo1%
Bing1%
Others1%
Indian Search Engine Market Share
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What all has changed?
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Google - More Information
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Google - More Transparent
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Google - More Visual
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Bing - More Visual
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Search Queries – More Self-Referential
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Search Queries – Longer, More Descriptive
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Search Queries – More Time Sensitive
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Search Queries – More Crowd Conscious
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AROUND 15% OF THE SEARCH QUERIES ARE NEW
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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
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Audience Search Habits are Changing
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Audience Search Habits are Changing
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@iacquire
The Old Consumer Decision Journey
Elias Lewis (Advertising Agency Hall of Famer) invented this
model (AIDA) in 1898.
via Wikipedia
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@iacquire
The New Consumer Decision Journey
via Google ZMOT 2012
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Content Marketing in SEO
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Content Marketing in SEO
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Content Marketing Facts
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Content Marketing Benefits
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Content Marketing Benefits
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Content Marketing– the Shift
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Shift in Balance is happening
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Link Building
On-Page Basics
In 2008, SEO Was
This
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LINK BUILDING
UX
CONTENT STRATEGY
MOBILE
SITE SPEED
VIDEO
ON-PAGE SEO
CONTENT
MARKETING
In 2015, SEO is This
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Understanding the Customer JourneyThe 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
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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
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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 + categorysamsung mobile
Gender + categoryWomen’s sweaters
Need + Categoryplus-size dresses
Brand + Discountdominos coupons
Awareness
Consideration
Intent
Due Diligence
Decision
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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 + productsamsung s4 price
Best + brand/attribute + model/product typebest samsung mobile phone under 15000
Awareness
Consideration
Intent
Due Diligence
Decision
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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
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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
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LINK BUILDINGIS NOT DEAD.
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Forget keywords as
anchor texts
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Forget link building. It is time for link earningand the content that attracts links
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Build Links WITH Your Content to
Win.
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Build Links WITHOUT Your Content to Get
Penalized.
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Pick Content Type
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Pick Content Type
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Build Content With High Search Link Intent
KEYWORD “FACTS”KEYWORD “INFORMATION”
KEYWORD “DATA”
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3 quick and easy types of content
Experts’ opinion: Roundups
Lists: Top 10 or 100+ facts about …
Old content, New lifeRepurpose your content
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Learn the art of storytelling
Copyright © www.pagetraffic.in
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Free Tools To Find The Influencers
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Circlecount.com – Google+
Choose country and gender
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Topsy.com - Twitter
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Buzzsumo.com – best domains
Search for influencers
in a specific niche
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Questions to ask influencers for your Roundup posts
Tips and Tricks
Predictions
Mistakes to avoid
Tools they use
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Buzzsumo.com – top content
Social Signals
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Content Curation Tools
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Many free tools are available now! feedly.com
rebelmouse.com
storify.com
list.ly
scoop.it
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Use Different Media Formats
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Promote
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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
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Measure
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Who’s owns marketing content?Traditionally..
Online
SEO
Social Media
EditorialProduct
Offline
Direct
PR
Editorial
Marketing
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Who’s owns marketing content?
More cohesive organisation of departments
Marketing
SEO
Social Media
Editorial
ProductEmail
PR
Direct
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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
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Website: www.pagetraffic.com
Email: [email protected]
Twitter: @navneetkaushal
Blog: www.pagetrafficbuzz.com
Facebook: www.facebook.com/pagetraffic.in
THANK YOU!