Content Marketing For

SEOBernie Borges, CEO Find and Convert

History of SearchFuture of SearchThe SEO MindsetSEO Best Practices Content Marketing for SEO

What You’ll Learn

History of Search

Origin of SEO: Google PageRank

Anchor Text in SEO

Baseball Analogy

Analogous to Post Google Panda & Penguin

People always seek to find shortcuts….

Blog Networks

Marketers are no different…

Article Marketing

Future of Search

What does Google want?Provide answers to search intent and not just give links.Want to connect topic, ideas, people, places, thingsWhat is? When? Where are?Answers questions

What is Pi? What is the harlem shake?

Future of Search

How will Google connect all this data?EntitiesGoogle AuthorshipSynonyms (Topic based)

Imagine a search engine that differentiates 101 level content and 401 level content.

Future of Search

Knowledge GraphAnswer 30% of users next

queriesConnects the dots

between entities.

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

Co-Citation = Content Marketing

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.

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

Google identifies high quality content through back-links, social shares, co-citations.

E.g., Faces of Meth

Effects of Content Marketing on SEO

The New SEO Mindset

Write for humansDon’t write for search enginesQuality of the content in context is KINGLong form content prevails

1000 words plusBe Marketers not Google Manipulators

Be Awesome Be Creative

The New SEO Mindset

Create linkable assetsInterview seriesToolsContestsPollsCover current news events (in real time)

Creative Content Marketing for SEO

SEO Best Practices

Webpages rank, not WebsitesAnticipate User Intent in a keyword searchClosely related keywords can target the same page

Cars, Autos, Automobile, VehicleBlog Posts are good for Long Tail

Best Practices - Keywords for Landing Pages

Keywords

“Digital Marketing Strategy Examples”

Silo Architecture / Landing Pages

Silo Architecture in Services Business

Keyword Approach - Shotgun not Sniper

Be natural, be relevantKnow your target audienceIf you do optimize content use synonyms But DO

NOT over-think, be humanLink within, not among silosImages & videos enhance the quality of a post

Best Practices - Content

How are URLs performing? (Not Keywords)TrafficLinksSocial

Best Practices - Content Performance

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

How will people find your awesome content?A) Either you have a huge audienceB) Or outreach has to be done

Create “remarkable” content Reach out to people & websites in your

verticalLeverage the employee team if possibleReach influencers

Best Practices - Promotion

Best Practices – Balanced Traffic Sources

Internal Links should be natural, for the userCan’t vote yourself up for competitive keywordsStay within a siloInternal 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

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

Use SEO Tools

Create blog structure asCategory -

www.website.com/blog/name-of-categoryBlog Post -

www.website.com/blog/blog-postThis prevents having duplicate content on

site if multiple categories are selected for a post.

Best Practices - Onsite

Blog Structure Categories

Content Marketing for SEO(the nitty gritty)

• 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

The Content Strategy

• 3 Key Elements• Persona analysis• Keyword strategy• The content theme

• Three roles• Producer• Director• Subject matter experts

Content Production Process

• Content Calendar

Content Production Process

• Repurpose Content• Video• Podcast• White paper• E-book• Webinar• Blog posts

Content Production Process

Optimizing Content

• Use Compelling Images

Optimizing Content

• Reference Others• Interview Others

Optimizing Content

• Create a Pleasant Experience

Optimizing Content

Create a Pleasant Experience

Optimizing Content

Optimizing Content

• Link Back• Link once or Twice

• Sharing is key• Advertising• Social sharing• Blog comments• Employee sharing• Webinars• Your network

Content Promotion

• 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

Source: Kuno Creative

SEO is no longer about people finding your content…It’s about your content

finding your target audience….

Bernie Borges

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Connect With Us!

The Future of Search http://www.slideshare.net/bernbay/future-of-search-18762675

Anchor Text in SEOhttp://www.iacquire.com/blog/18-meta-tags-every-webpage-should-

have-in-2013/

Over-optimizationhttp://www.seomoz.org/blog/6-changes-every-seo-should-make-bef

ore-the-over-optimization-penalty-hits-whiteboard-fridayContent Performance

http://uk.blueglass.com/blog/content-auditing/http://pointblankseo.com/scrape-ratehttp://ipullrank.com/scrape-rate-and-shareability-rate/

Sources

Inbound Marketing: Google’s Sweet Spothttp://www.kunocreative.com/blog/bid/70764/Why-SEO

s-are-Finding-Themselves-Reporting-to-Content-Marketing

Silo Architecturehttp://www.bruceclay.com/seo/silo.htm

Landing Pageshttp://yoast.com/cornerstone-content-rank/

Entities / Synonymshttp://www.youtube.com/watch?feature=player_embedd

ed&v=NpnnXt7CHMUhttp://www.seobythesea.com/2013/01/insignificant-term

s-in-queries/

Sources

CoCitation / CoOccurencehttp://www.seomoz.org/blog/prediction-anchor-text-is-d

ying-and-will-be-replaced-by-cocitation-whiteboard-fridayhttp://www.seobythesea.com/2012/11/ranking-webpage

s-relationships-co-occurrence-patent/http://www.seobythesea.com/2012/11/not-all-anchor-te

xt-is-equal-other-co-citation-observations/http://www.searchenginejournal.com/co-citation-and-co-

occurrence-the-next-big-thing-in-seo/60724/

Sources

PageRank Definitionhttp://www.smashingmagazine.com/2007/06/05/google-

pagerank-what-do-we-really-know-about-it/

Matt Cuttshttp://www.theshortcutts.com/http://www.youtube.com/watch?v=JMY-iNnqUIo

URLShttp://www.not-

implemented.com/urls-are-for-people-not-computers/

Sources