The researching consumer is looking for a solution to their problem. Leveraging informational content is a key element for a brand to position itself as the solution to a consumer's issue, and will provide a tremendous lift in search engine ranking overall. This presentation on the content-based search engine optimization shows the power of multi-media content marketing, and its impact on search ranking.

3. Hi, I’m John Marzolph.
Solutions Architect at

4. The Evolution of SEO.

5. of Search Engine Optimization
was Off-Page Backlinking.
75%

6. On-Page Optimization
Yesterday’s Optimization.

7. Today’s Success.
Products
Legacy
Voice
Audience
Blog / Articles / News
Videos
Infographics
Social Engagement
Natural Content Placement

8. The Algorithm.

9. (First Update)
Casandra
Dominic
Esmerelda
Fritz
Florida
Boston
2002 2003
Brandy
Austin
2004
Bourbon
Gilligan
Jagger
Allegra
2005 2006 2007
Buffy Dewey Vince
2008 2009

10. Updates Since “May Day.”
2010-2013

11. The Focus: On-Page
Fresh, Original, Deep
300-500 Words
Clean

12. The Focus: Local
Google+ / Local
Prioritizing Local Results

13. The Focus: Linking
Natural Linking > Quantity
Social Conversation

14. of Search Engine Optimization
was Off-Page Backlinking.
75%

15. Fresh, Quality On-Page Content.
75%

17. When it Comes to Content, More is More.
Less is More.

18. The Parable of the
Naked Lawyer.

20. Have you ever meta guy who
didn’t look good in a suit?

21. Content Builds Authority.

22. It has to be fresh.
(Google gets bored with old stories)

23. It has to be original.
(Google hates it when you say the same thing
over and over again – or when you try and
pass off someone else’s story as your own.)

24. Seriously.

25. Don’t Sell the Product.

26. Sell the Solution.

27. More Ways than One.

28. So, you get it.
But how do you do it?

29. 3 Ways to Optimize Content on Your Site:
Layering Building Embedding

30. Layering Building Embedding
3 Ways to Optimize Content on Your Site:

31. Webfonts, Alt-Text & Markup.

32. Mouse-Overs with Crawlable Text.

33. Expandable Div Tags.

34. Layering Building Embedding
3 Ways to Optimize Content on Your Site:

35. Are you an attorney, or do
you just have a nice suit?Q.
I’m an expert on the topic.A.
Types:
Blog
Articles
News
Infographics
Videos
Make it Count:
300-500 Words
Linked in Navigation
Original
Use Long-Tail Keywords

36. Are you an attorney, or do
you just have a nice suit?Q.
I’m up-to-date.A.
Current means:
Once a Week at Minimum
Topical, Seasonal & Relevant

37. Are you an attorney, or do
you just have a nice suit?Q.
I don’t even need to
advertise.A.
Less Branding = More Shares
(Remember what this content is for)

38. Are you an attorney, or do
you just have a nice suit?Q.
I’m great at what I do.A.
Let customers write for you:
Ratings & Reviews (Hey-o Syndicated Content!)
Testimonials
Commenting
Guest Features

39. Layering Building Embedding
3 Ways to Optimize Content on Your Site:

40. Embed & Integrate
Video
Ratings & Reviews
Social Integration

41. It works.

42. 0
2000
4000
6000
8000
10000
12000
Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13
The Proof.
Total Articles on the Site
Landing Page Visits
Organic Search Visits

43. Where does backlinking come into play?

44. Blog / Articles / News
Videos
Infographics
Social Engagement
Natural Content Placement
Your Site.

45. Bloggers & Influencers
Always Need Content.
There’s a Blog & Writer for Everything.
Make it Worth Their (and Your) While.
Encourage Reader Sharing.

46. Directory Submissions (Is Still Kind of a Thing)
DMOZ and Yahoo! still utilize directories for a portion of their
search ranking criteria.

47. Direct Link Placement
Source must be relevant to your product category.

48. Press Releases
Great way to build links… but…

49. But what is traditional link building
really doing?

50. “Look at all of these links pointing to my product page! That means I’m
relevant for all of the terms relating to this product.”
Home Page
Product 1 Product 2 Product 3
Products
Google smiles, and replies,
“Yeah sure… here are your branded phrases. Nice job.”

51. Instead of focusing on links,
focus on the conversations.

52. What the Customer Needs.
Best
Ways to
Get Rid of
Products
How Do I
Article on
Best Ways to
Infographic on
Getting Rid of
Optimized
Product Pages
Video on
How Do
The Content You Have.
Site Ranking

53. The sites that rank highest are those that own the conversation.
Forums
Blogs
Social Media
Product
Review Sites
eCommerce
Platforms
The Content Generators:
Consumer Reports, How Stuff Works, Good
Housekeeping
The Coupon Sites:
Frugal Living, Krazy Koupon Lady, Coupon Mom
The Brands:
the ones with authority content, and the strongest voice
in the conversation.

54. Be the Life of the Party
Topical & Engagement-Centric
Be Sure the Cool Kids are There
Size & Growth Rate of the Audience
Be a Good Host
Social Integration with Your Site
The Social Clique of Ranking High School
(All the Cool Kids are Doing It.)
Be Open to Other Circles
Google+ Might Not Be Fun, but it’s Important.

55. The Life-Long Impact of a +1

56. How do we quantify results?

57. A Simple Equation, with Easily Accessible Data.

58. “Advertising Agencies” costs $6.28
If DeferoUSA.com receives 100 visits from this term,
the value of that traffic is equivalent to:
$6.28 x 100 = $628
CPC x Visits = Value of Organic Search Traffic

59. $4,815.45
$22,873.99
$- $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00
January
February
March
April
May
June
The Pennies Add Up
Total
Traffic Value
$75,000+

60. Let’s Recap.

62. Search Engine Optimization:
The strategic and evolving process of earning optimal search engine results
page ranking for specific keywords and phrases that searchers use in order to
find and buy your product/service, and products/services like yours.

63. Search Engine Optimization:
The strategic and evolving process of earning optimal search engine results
page ranking for specific keywords and phrases that searchers use in order to
find and buy your product/service, and products/services like yours.

64. Search Engine Optimization:
The strategic and evolving process of earning optimal search engine results
page ranking for specific keywords and phrases that searchers use in order to
find and buy your product/service, and products/services like yours.

65. Search Engine Optimization:
The strategic and evolving process of earning optimal search engine results
page ranking for specific keywords and phrases that searchers use in order to
find and buy your product/service, and products/services like yours.

66. Thank you.