content marketing strategies to boost your search engine rankings
TRANSCRIPT
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Navneet KaushalCEO
PageTraffic
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Search Often Brings the Most Highly Qualified Traffic
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3
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State of Search- India
Source: Netmarketshare and business-standard.com
Google97%
Yahoo1%
Bing1%
Others1%
Indian Search Engine Market Share
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What all has changed?
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Google - More Information
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Google - More Transparent
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Google - More Visual
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Bing - More Visual
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Search Queries – More Self-Referential
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Search Queries – Longer, More Descriptive
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Search Queries – More Time Sensitive
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Search Queries – More Crowd Conscious
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AROUND 15% OF THE SEARCH QUERIES ARE NEW
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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
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Audience Search Habits are Changing
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Audience Search Habits are Changing
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@iacquire
The Old Consumer Decision Journey
Elias Lewis (Advertising Agency Hall of Famer) invented this
model (AIDA) in 1898.
via Wikipedia
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@iacquire
The New Consumer Decision Journey
via Google ZMOT 2012
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Content Marketing in SEO
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Content Marketing in SEO
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Content Marketing Facts
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Content Marketing Benefits
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Content Marketing Benefits
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Content Marketing– the Shift
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Shift in Balance is happening
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Link Building
On-Page Basics
In 2008, SEO Was
This
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LINK BUILDING
UX
CONTENT STRATEGY
MOBILE
SITE SPEED
VIDEO
ON-PAGE SEO
CONTENT
MARKETING
In 2014, SEO is This
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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
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LINK BUILDINGIS NOT DEAD.
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Forget keywords as
anchor texts
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Build Links WITH Your Content to
Win.
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Pick Content Type
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Pick Content Type
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Build Content With High Search Link Intent
KEYWORD “FACTS”KEYWORD “INFORMATION”
KEYWORD “DATA”
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Learn the art of storytelling
Copyright © www.pagetraffic.in
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Use Different Media Formats
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Promote
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Measure
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Who’s owns marketing content?Traditionally..
Online
SEO
Social Media
EditorialProduct
Offline
Direct
PR
Editorial
Marketing
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Who’s owns marketing content?
More cohesive organisation of departments
Marketing
SEO
Social Media
Editorial
ProductEmail
PR
Direct
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Website: www.pagetraffic.com
Email: [email protected]
Twitter: @navneetkaushal
Blog: www.pagetrafficbuzz.com
Facebook: www.facebook.com/pagetraffic.in
THANK YOU!