Post on 15-Jul-2015
Navneet KaushalCEO
PageTraffic
Content MarketingThe Key to SEO in 2015
Search Often Brings the Most Highly Qualified Traffic
3
State of Search- India
Source: Netmarketshare and business-standard.com
Google97%
Yahoo1%
Bing1%
Others1%
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.pagetraffic.com
• Hummingbird• Google Panda: 28+ updates• Google Penguin: 6 updates• Exact-Match Domain (EMD) Update • Page Layout: 2 updates• 7-Result 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 2015, SEO is This
Understanding the Customer JourneyThe customer shopping journey can classified into sequential stages.
Awareness
Consideration
Intent
Due Diligence
Decision
http://gweb-think-tools.appspot.com/customer-journey-to-purchase/
Not common, mostly occurs
with high ticket 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
Consideration
Intent
Due Diligence
Decision
Consideration Generally 2-3 word
keywords one identifier + the root Lower search volume Better conversion rates Higher amount of
keywords in this stage Example:
Brand + categorysamsung mobile
Gender + categoryWomen’s sweaters
Need + Categoryplus-size dresses
Brand + Discountdominos coupons
Awareness
Consideration
Intent
Due Diligence
Decision
Intent
Generally 3-4 word keywords two identifiers + the root Even lower search volume Even better conversion rates Example:
Local (keyword)samsung mobile delhi
Brand + model (keyword)samsung galaxy s5
Price identifier + brand/product category + productsamsung s4 price
Best + brand/attribute + model/product typebest samsung mobile phone under 15000
Awareness
Consideration
Intent
Due Diligence
Decision
Due Diligence
Common for high-ticket items Keywords to understand financial
commitments benefit/return of post-purchase, warranty,
reviews (product specific), comparison Example:
Brand + model + reviews/customer service/aftermarket 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
Consideration
Intent
Due Diligence
Decision
Decision Generally 4+ word keywords four or more identifiers + the root Can include “Buy” or “Shop” exact specs of product search Example:
Buy + brand + model + attribute + 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
Consideration
Intent
Due Diligence
Decision
LINK BUILDINGIS NOT DEAD.
Forget keywords as
anchor texts
Forget link building. It is time for link earningand the content that attracts links
Build Links WITH Your Content to
Win.
Build Links WITHOUT Your Content to Get
Penalized.
Pick Content Type
Pick Content Type
Build Content With High Search Link Intent
KEYWORD “FACTS”KEYWORD “INFORMATION”
KEYWORD “DATA”
3 quick and easy types of content
Experts’ opinion: Roundups
Lists: Top 10 or 100+ facts about …
Old content, New lifeRepurpose your content
Learn the art of storytelling
Copyright © www.pagetraffic.in
Free Tools To Find The Influencers
Circlecount.com – Google+
Choose country and gender
Topsy.com - Twitter
Buzzsumo.com – best domains
Search for influencers
in a specific niche
Questions to ask influencers for your Roundup posts
Tips and Tricks
Predictions
Mistakes to avoid
Tools they use
Buzzsumo.com – top content
Social Signals
Content Curation Tools
Many free tools are available now! feedly.com
rebelmouse.com
storify.com
list.ly
scoop.it
Use Different Media Formats
Promote
Keep it brand focused and
natural. Do deeplinking
“Other anchor text” is under-
rated, mix it up and have a
natural link spread which
links throughout your domain,
not just to your homepage.
Avoid SEO Footprints - Check Anchor Text Distribution
Measure
Who’s owns marketing content?Traditionally..
Online
SEO
Social Media
EditorialProduct
Offline
Direct
PR
Editorial
Marketing
Who’s owns marketing content?
More cohesive organisation of departments
Marketing
SEO
Social Media
Editorial
ProductEmail
PR
Direct
Download Free Content Marketing Guide
http://pt.gy/cm-pdfguide
THE FREE E-BOOK UNFOLDS
• Strategies that constitute an effective content marketing plan
• Formats that can be used to make your content diversified
• Techniques that can make it reach the right audience
• Metrics that can track the success of your campaign
Website: www.pagetraffic.com
Email: navneet@pagetraffic.com
Twitter: @navneetkaushal
Blog: www.pagetrafficbuzz.com
Facebook: www.facebook.com/pagetraffic.in
THANK YOU!