These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | Creating Multipurpose Content That Wins". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-creating-multipurpose-content-that-wins/
Local SEO Domination: Put your business at the forefront of local searches!
Jesse McDonald — Creating Multipurpose Content That Wins
1.
2. About Me
● Global SEO Strategist at IBM
● Served as a judge at the US Search
Awards since 2018
● Listed as one of the top 140 SEOs to
follow by Search Engine Journal
● Contributor to Search Engine Journal,
SEMrush blog, Search Talk Live podcast
● Conference speaker
● Dad to the sweetest little girl in the world!
@jesseseogeek
3. Before we move forward
!!!DISCLAIMER!!!
The thoughts and opinions I share in
this presentation are my own and do
not reflect those of IBM.
@jesseseogeek
14. User Intent - Informative Queries
@jesseseogeek
Common Properties
● Knowledge panel to the
right about the specific
query
● Wikipedia article towards
the top of results
● “How to” articles related to
the query
● Less likely to show places
to purchase
16. User Intent - Purchase Queries
@jesseseogeek
Common Properties
● Knowledge panel to the
right about the specific
query
● Most results should lead to
the ability to purchase the
product
● Possibility of news related
to the product if it is newer
● No Wikipedia article result
● No “how to” articles related
to the query
21. Answering Questions
@jesseseogeek
If you were looking into
the history of Super
Mario it makes sense
for the content to also
cover its creator,
Shigeru Miyamoto
31. Earning Links
@jesseseogeek
Look at a site’s organic trends over an
extended period of time to determine if it is
worth reaching out to and hasn’t had a
penalty/devaluation.
36. Social Shares and Conversations
@jesseseogeek
Set the sharing
options to
scroll with the
user as they
read
37. Social Shares and Conversations
@jesseseogeek
Some plugins even allow you
to make certain sections of
text sharable. Keep that in
mind as you write and
publish your content
38. Social Shares and Conversations
@jesseseogeek
Using an active social
profile, find relevant
groups that will allow
you to share your
content in natural
conversations.
39. Social Shares and Conversations
@jesseseogeek
Do not spam this
tactic! If you do
you will find yourself
blocked from a lot
of these groups in
the future.
40. Level Up With the Rest of the Webinar
@jesseseogeek
Now that you know
what you need to do
the following
presenters will show
you how to level up
your content!
41. Follow Me On Social
@jesseseogeek
Have questions?
Hit me up on any social media platforms. My
handle on all platforms is @jesseseogeek. I’d
be more than happy to continue the
conversation.
Photo by Mat Siltala