This is where content marketing and SEO converge. Both schools of thought have something to learn from the other and this holistic approach will ensure you are providing your target audiences with what they want and at the same time maximizing your visibility in the search engines.

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2. What Do We Know About SEO?
• It’s about knowing the tricks to get your site ranking.
• I’ve heard it’s all about links.
• You need good keyword density in the texts.
• You need keywords in the url and the title.
• You need to create unique SEO quality content.
Where’s the user in all this?
What IS quality content?
And, is that enough to succeed? http://klik.ki/qual-content
Let’s do better. Let’s take the high road. Let’s embrace the
challenge of doing the work that needs to be done to earn the
rankings and traffic and engagement that we want.
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3. History of Google‟s Algorithm
The upside is that this “gaming” of the search engines has highlighted flaws in the algorithm
and helps Google improve constantly.
 PageRank v. AuthorRank
 the updates everyone’s talking about:
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4. Is Your Content Able To Be Found
via Search?
Let’s face it – that’s where most people are looking.
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5. Short Answer
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Yes.
Hang on a moment! Where are all the visitors then?

6. Example
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Not all content is intended for discovery via search but content for search
is a critical foundation.

7. Are we asking the right questions?
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Will people find your content via search?
Are people searching for this content?
What content are people searching for?
It depends
Better

8. Content First Approach – human nature?
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“What can we get this
content to rank for?”
Still better than vague notions like:
• “Will the search engines rank this content?”
• “Will people find our content?”

9. Takeaway #1:
Give Your Target Audience What
They Want
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10. Market First Approach
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“What would the best content related to
this query look like?”
Raises a question – what is content?
• “cheap flights to london”
• “best credit card”
• “chromebook review”
• “air purifiers”
• “how to get more traffic to our website”

11. “Can You Get Us Ranking?” Approach
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“billiga flyg london”
“flyg dubai”
“flyg till miami”
“hitta flyg till rom” “billiga flyg kina”
“flyg stockholm till göteborg”

12. Market First Approach
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“billiga flyg london”

13. User Intent
User Intent behind a search can be divided into the following categories:
 Informational – the intent to gather a certain type of information
 Transactional – the intent to execute a certain type of activity
 Navigational – the intent to reach a certain website
Content that deserves to rank is well matched to user intent.
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14. Intent in the Context of the Buying Process
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Objective
Acquisition
Engagement
Conversion
Channels
Referrals / Affiliates
Display / Social Ads
Brand Search
Non-brand Search
Social Media
Email
Non-brand Search
Brand Search
Direct
Intent / Content
Navigational
Informational
Transactional
Navigational
RelationshipMarketing
* Banking example.

15. How Do We Know What People Are Searching For?
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16. But It‟s Not Quite That Simple
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Homepage
Category
Content
page
Content
page
Category
Content
page
Content
page
”Generic keyword”
”More detailed keyword”
”Low volume / high conversion keyword”
What does the „unified voice of the customer‟ look like for our target audiences? Can we
model it and build a site that will accommodate the different ways that our audiences search?

17. Keyword Volume Ranking Current URL Suggested URL
utemöbler 14800 83 /utomhus/tradgard/tradgardsmobler/ /utomhus/mobler/
trädgårdsmöbler 12100 1 /utomhus/tradgard/tradgardsmobler/ /utomhus/tradgard/mobler/
rottingmöbler 2900 /mobler/rotting/
konstrotting 2900 /mobler/konstrotting/
balkongmöbler 2400 /utomhus/balkong/mobler/
billiga utemöbler 1600 /utomhus/mobler/billiga/
utemöbler konstrotting 1600 /utomhus/mobler/konstrotting/
grythyttan möbler 1300 /mobler/grythyttan/
sommarmöbler 1300 /utomhus/mobler/
solstol 1300 /mobler/solstolar/
konstrottingmöbler 1300 /mobler/konstrotting/
balkongbord 1300 /utomhus/balkong/mobler/bord/
solstolar 1000 /mobler/solstolar/
konstrotting utemöbler 1000 /utomhus/mobler/konstrotting/
teakmöbler 1000 /mobler/teak/
solsäng 880 30 /mobler/solsangar/
grythyttan utemöbler 880 /utomhus/mobler/grythyttan/
utemöbler rea 880 /utomhus/mobler/rea/
utomhusmöbler 720 /utomhus/mobler/
bra utemöbler 720 /utomhus/mobler/
rottingmöbler utomhus 590 /utomhus/mobler/rotting/
brassestol 590 /mobler/solstolar/brassestol/
billiga trädgårdsmöbler 590
hillerstorp utemöbler 590 27
fritidsmöbler 480 /utomhus/mobler/
balkonginredning 480 /utomhus/balkong/inredning/
Advanced Keyword Modelling
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18. Takeaway #2:
Market Driven Site Architecture
Is Key
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19. Now Will People Find Our Content?
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20. External Ranking Signals
 Links
 still extremely important to Google in terms of determining both a webpage’s subject
matter (what keywords it should rank for) and it’s authority (how well it should rank).
 AuthorRank
 Social signals
 [watch this space]
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21. What should we do instead?
What if we promote our
content towards our audience?
Woah! I know right.
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22. Two Main Ways To Do That
1. Make the target content the message (SEO jargon: link bait)
 guides, whitepapers, blog posts, videos, infographics, forums, interviews
 can be editorial or user-generated content
 better for “pull content” since these pages will be attracting ranking signals
2. Promote landing pages with other content or campaign marketing
 offer embeddable content to other sites which includes reference links
– can tap into your creative genius more – “push content” becomes very useful
 give people good reason to talk about your brand and your content and tell them how
to promote you
– compliment them (blogger awards)
– promote them to your audience
– campaigns (Earth Hour campaign)
– PR stunts (Paid paid vacations)
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23. Takeaway #3:
Promote Your Content To Users
and secure ranking signals that you deserve
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24. Promotion
Link attraction,
outreach
Creation &
Publishing
Pull vs. Push content,
syndication
Consolidation & Optimization
Existing content, archives, content
formats
Planning
market research, site architecture, page types
Strategy
Audiences, channels, content roles
Content Marketing for Search
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http://klik.ki/qual-content

25.  investing in Content Marketing is a key to success for search marketing and social media
in today’s digital landscape
Beginners Version
Onsite Content
•use keyword mapping to ensure
you have quality content that
deserves to rank for each
keyword you’re targeting
•are you best serving the user-
intent related to each keyword?
•does the content create a good
user experience and drive
conversions?
Offsite Content
•identify content ideas that will
drive engagement
•what formats should that
content be published in?
•how should it be distributed to
drive engagement AND links,
shares, etc?
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26. Key Takeaways:
1. Give Your Target Audience What They Want
2. Market Driven Site Architecture Is Key
3. Promote Your Content To Users

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