Content Marketing for SEO

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  • Navneet'Kaushal'CEO'PageTrac'

  • Search Often Brings the Most Highly Qualified Traffic!

  • 3!

  • State'of'Search9'India'

    Source:!Netmarketshare!and!business5standard.com!!

    Google'97%'

    Yahoo'1%'

    Bing'1%'

    Others!1%!

    Indian'Search'Engine'Market'Share'

  • What'all'has'changed?'

  • Google - More Information

  • Google - More Transparent

  • Google - More Visual

  • Bing - More Visual

  • Search Queries More Self-Referential

  • Search Queries Longer, More Descriptive

  • Search Queries More Time Sensitive

  • Search Queries More Crowd Conscious

  • AROUND 15% OF THE SEARCH QUERIES ARE NEW

  • www.pagetrac.com-

    Hummingbird! Google Panda: 28+ updates Google Penguin: 6 updates Exact9Match'Domain'(EMD)'Update'' Page Layout: 2 updates 79Result'SERPs! Link'Warnings! Knowledge'Graph! Venice! Other'Monthly'Updates:'390'

    Google Algorithm is Constantly Changing

  • Audience Search Habits are Changing

  • Audience Search Habits are Changing

  • @iacquire

    The Old Consumer Decision Journey

    Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898.

    via Wikipedia

  • @iacquire

    The New Consumer Decision Journey

    via Google ZMOT 2012

  • Content Marketing in SEO

  • Content Marketing in SEO

  • Content Marketing Facts

  • Content Marketing Benefits

  • Content Marketing Benefits

  • Content Marketing the Shift

  • Shift in Balance is happening

  • Link Building

    On-Page Basics

    In 2008, SEO Was

    This

  • LINK BUILDING

    UX

    CONTENT STRATEGY

    MOBILE

    SITE SPEED

    VIDEO ON-

    PAGE SEO

    CONTENT MARKETING

    In 2014, SEO is

    This

  • Understanding the Customer Journey The!customer!shopping!journey!can!classied!into!sequenBal!stages.!

    Awareness!

    ConsideraBon!

    Intent!

    Due!Diligence!

    Decision!hHp://gweb5think5tools.appspot.com/customer5journey5to5purchase/!

    Not'common,!mostly!occurs!with!high!Bcket!

    items!

  • Awareness ! Generally!shorter!key!

    phrases!!! Typically!core!business!

    terms!or!category!terms!! Very!high!search!volume!! Lower!conversion!rates!! Example:!

    ! handbags!! sweaters!! Dresses!

    Awareness'

    ConsideraZon'

    Intent'

    Due'Diligence'

    Decision'

  • Consideration ! Generally!253!word!

    keywords!! one!idenBer!+!!the!root!! Lower!search!volume!! BeHer!conversion!rates!! Higher!amount!of!

    keywords!in!this!stage!! Example:!

    ! Brand'+'category!samsung!mobile!

    ! Gender'+'category!Womens!sweaters!

    ! Need'+'Category!plus5size!dresses!

    ! Brand'+'Discount!dominos!coupons!

    Awareness'

    ConsideraZon'

    Intent'

    Due'Diligence'

    Decision'

  • Intent ! Generally!354!word!keywords!! two!idenBers!+!!the!root!! Even!lower!search!volume!! Even!beHer!conversion!rates!! Example:!

    ! Local'(keyword)!samsung!mobile!delhi!

    ! Brand'+'model'(keyword)!samsung!galaxy!s5!

    ! Price'idenZer'+'brand/product'category'+'product!samsung!s4!price!

    ! Best'+'brand/a^ribute'+'model/product'type!best!samsung!mobile!phone!under!15000!

    Awareness'

    ConsideraZon'

    Intent'

    Due'Diligence'

    Decision'

  • Due Diligence ! Common!for!high5Bcket!items!! Keywords!to!understand!nancial!

    commitments!! benet/return!of!post5purchase,!warranty,!

    reviews!(product!specic),!comparison!! Example:!

    ! Brand'+'model'+'reviews/customer'service/a_ermarket'! 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'

    ConsideraZon'

    Intent'

    Due'Diligence'

    Decision'

  • Decision ! Generally!4+!word!keywords!! four!or!more!idenBers!+!!the!root!! Can!include!Buy!or!Shop!! exact!specs!of!product!search!! Example:!

    ! Buy'+'brand'+'model'+'a^ribute'+'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'

    ConsideraZon'

    Intent'

    Due'Diligence'

    Decision'

  • LINK BUILDING IS NOT DEAD.

  • Forget keywords as anchor texts

  • Build Links WITH Your

    Content to Win.

  • Pick Content Type

  • Pick Content Type

  • Build Content With High Search Link Intent

    KEYWORD!FACTS!KEYWORD!INFORMATION!

    KEYWORD!DATA!

  • Learn the art of storytelling

    Copyright!!www.pagetrac.in!

  • Use'Dierent'Media'Formats'

  • Promote

  • Measure'

  • Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

    THANK YOU!