10. What does Google want?
Provide answers to search intent and not just give links.
Want to connect topic, ideas, people, places, things
What is? When? Where are?
Answers questions
What is Pi?
What is the harlem shake?
Future of Search
11. How will Google connect all this data?
Entities
Google Authorship
Synonyms (Topic based)
Imagine a search engine that differentiates 101 level
content and 401 level content.
Future of Search
13. 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
15. 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.
16.
17. 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
18. Google identifies high quality content through back-
links, social shares, co-citations.
E.g., Faces of Meth
Effects of Content Marketing on SEO
20. Write for humans
Don’t write for search engines
Quality of the content in context is KING
Long form content prevails
1000 words plus
Be Marketers not Google Manipulators
Be Awesome
Be Creative
The New SEO Mindset
21. Create linkable assets
Interview series
Tools
Contests
Polls
Cover current news events (in real time)
Creative Content Marketing for SEO
24. Webpages rank, not Websites
Anticipate User Intent in a keyword search
Closely related keywords can target the same page
Cars, Autos, Automobile, Vehicle
Blog Posts are good for Long Tail
Best Practices - Keywords for
Landing Pages
30. Be natural, be relevant
Know your target audience
If you do optimize content use synonyms But DO
NOT over-think, be human
Link within, not among silos
Images & videos enhance the quality of a post
Best Practices - Content
31. How are URLs performing? (Not Keywords)
Traffic
Links
Social
Best Practices - Content Performance
32. 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
33. How will people find your awesome content?
A) Either you have a huge audience
B) Or outreach has to be done
Create “remarkable” content
Reach out to people & websites in your
vertical
Leverage the employee team if possible
Reach influencers
Best Practices - Promotion
35. Internal Links should be natural, for the user
Can’t vote yourself up for competitive keywords
Stay within a silo
Internal 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
36. 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
38. Create blog structure as
Category - www.website.com/blog/name-of-
category
Blog Post - www.website.com/blog/blog-post
This prevents having duplicate content on site
if multiple categories are selected for a post.
Best Practices - Onsite
41. • 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
42. The Content Strategy
• 3 Key Elements
• Persona analysis
• Keyword strategy
• The content theme
43. • Three roles
• Producer
• Director
• Subject matter experts
Content Production Process
53. • Sharing is key
• Advertising
• Social sharing
• Blog comments
• Employee sharing
• Webinars
• Your network
Content Promotion
54. • 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