seo + content marketing · seo. purpose: drive traffic to websites by removing online barriers from...

@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing

SEO + Content MarketingTwo sides of the same coin

Sean Van Guilder & Maureen JannPoint It Digital Marketingwww.pointit.com 08.24.2016

@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing2

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About Point It

4

World-Class Clients

Our Services


About the Presenter

5

Sean Van GuilderDirector of Search Engine OptimizationPoint It Digital Marketing

@SeanVanGuilder


About the Presenter

6

Maureen JannDirector of MarketingPoint It Digital Marketing

@MaureenOnPoint


Table of Contents

What is SEO-Optimized Content Marketing1 How can I keep this all

straight?4

What is good SEO content?2 What can I do to make sure

Google finds my content?5

How can I find SEO-friendly topics?3 6 Questions


What is SEO-Optimized Content?

8


Maybe you’re thinking…

9

“But…but…but…SEO AND CONTENT MARKETING

ARE AT ODDS!”


SEO-Optimized Content Marketing Defined

10

SEO

Purpose: drive traffic to websites

by removing online barriers from

searchers so they can answer their questions on your

website and ultimately convert



11

SEO

Purpose: drive traffic to websites

by removing online barriers from

searchers so they can answer their questions on your

website and ultimately convert

Purpose: drive prospect traffic by answering their

questions via self-published content

in a variety of formats that will ultimately drive

conversion

ContentMarketing



12

SEO

Purpose: drive traffic to websites by removing online

barriers from searchers so they can answer their

questions on your website and ultimately convert

ContentMarketing

Purpose: drive prospect traffic by answering

their questions via self-published

content in a variety of formats that will ultimately drive

conversion



13

SEOContent

Marketing

COMMON GOALS

Drive trafficAnswer prospect questions

Convert prospects into customers


LET’S HUG IT OUT


Valuable

Relevant

Consistent

User question-driven

User-friendly

Designed for customer

action

SEO-Optimized

Content is…


Core Keyword Phrase vs. Question-Driven

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What are SEO best practices for content marketing?QUESTION:



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QUESTION:

What are SEO best practices for content marketing?



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SEO best practices content marketingCORE KEYWORD PHRASE

What are SEO best practices for content marketing?QUESTION:


What is good SEO content?

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…from a SEO perspective

Getting Found

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Mobile search overtook

desktop last year!

So what? How does that impact

content marketing? Natural language searches, silly!

Oh.


Knowledge Card

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After the Click

…from an SEO perspective

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high-quality answers

=

higher content ranking

Quality Content is a

RANKING FACTOR

TOP 3


Don’t skimp on skimmable headlines

Headlines

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• <H1> is most important –overarching theme

• <H2> – subsections of h1• <H3> – subsections of h2

• <H4>-<H6> don’t matter!



Quality Content

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STEP 1: Create personas

STEP 2: Find the questions your market is asking

STEP 3: Write content toanswer those questions



Regular Schedule Programming

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Google “freshness score”• Post Often• Refresh content regularly• Regularly add new pages to your

websiteNew content answers new questionsRegular updates impacts ranking on all engines


How can I find SEO friendly topics?

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It’s not as hard as you think.

Generating Content Topics

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To generate ideas for your content and keyword research, you'll find a wealth of resources at the following sites:• Answer the Public• BuzzSumo• SEMRush• Google Trends• Google Alerts• Feedly• Quora• Nuzzel

http://answerthepublic.com/

http://buzzsumo.com/

https://www.semrush.com/

https://www.google.com/trends

https://www.google.com/alerts

https://feedly.com/i/welcome

https://www.quora.com/


Keeping it all Straight: SEO+ContentMarketing

28


Benefits

An SEO-Ready Content Calendar

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QUALITY COMMUNICATION SOCIAL MEDIA


Maybe you’re thinking…

30

“But…but…but…I ALREADY HAVE A CONTENT

CALENDAR!”


You’ve probably already got a calendar but does it have…

Content Calendar

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Content type categories

Frequency of posting

Tone

Desired Action

URL

Core Keyword Phrase

Social media schedule


Questions?

A link to view a recorded version of the webinar will be emailed within 48 hoursi

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