Content Marketing for SEO

Navneet'Kaushal'CEO'PageTraffic'

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.pagetraffic.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!classified!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!idenBfier!+!!the!root!!  Lower!search!volume!!  BeHer!conversion!rates!!  Higher!amount!of!

keywords!in!this!stage!!  Example:!

!  Brand'+'category!samsung!mobile!

!  Gender'+'category!Women’s!sweaters!

!  Need'+'Category!plus5size!dresses!

!  Brand'+'Discount!dominos!coupons!

Awareness'

ConsideraZon'

Intent'

Due'Diligence'

Decision'

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

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

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

!  Price'idenZfier'+'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!financial!

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

reviews!(product!specific),!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!idenBfiers!+!!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.pagetraffic.in!

Use'Different'Media'Formats'

Promote

Measure'

Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

THANK YOU!