Wish to leverage upon content marketing to attain success in terms of SEO rankings? Get to know about how to leverage upon adequate content, through this presentation

1. Navneet Kaushal
CEO
PageTraffic
Content Marketing
The Key to SEO in 2015

2. Search Often Brings the Most
Highly Qualified Traffic

3. 3

4. State of Search- India
Source: Netmarketshare and business-standard.com
Google
97%
Yahoo
1%
Bing
1%
Others
1%
Indian Search Engine Market Share

5. What all has changed?

6. Google - More
Information

7. Google - More
Transparent

8. Google - More Visual

9. Bing - More Visual

10. Search Queries – More Self-
Referential

11. Search Queries – Longer, More Descriptive

12. Search Queries – More Time Sensitive

13. Search Queries – More Crowd Conscious

14. AROUND 15% OF THE
SEARCH QUERIES ARE NEW

15. 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

16. Audience Search Habits are Changing

17. Audience Search Habits are Changing

18. @iacquire
TheOldConsumer Decision Journey
Elias Lewis (Advertising Agency
Hall of Famer) invented this
model (AIDA) in 1898.
via Wikipedia

19. @
TheNew Consumer Decision Journey
via Google ZMOT 2012

23. Content Marketing in SEO

24. Content Marketing in SEO

25. Content Marketing Facts

26. Content Marketing Benefits

27. Content Marketing Benefits

28. Content Marketing– the Shift

29. Shift in Balance is happening

30. Link
Building
On-Page
Basics
In 2008,
SEO Was
This

31. LINK
BUILDING
UX
CONTENT
STRATEGY
MOBILE
SITE
SPEED
VIDEO
ON-PAGE
SEO
CONTENT
MARKETING
In 2015,
SEO is This

40. Understanding the Customer Journey
The 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

41. 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

42. 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 + category
samsung mobile
 Gender + category
Women’s sweaters
 Need + Category
plus-size dresses
 Brand + Discount
dominos coupons
Awareness
Consideration
Intent
Due
Diligence
Decision

43. 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 + product
samsung s4 price
 Best + brand/attribute +
model/product type
best samsung mobile phone under
15000
Awareness
Consideration
Intent
Due
Diligence
Decision

44. 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

45. 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

47. LINK BUILDING
IS NOT DEAD.

48. Forget
keywords as
anchor
texts

49. Forget link building. It is time for link earning
and the content that attracts links

50. Build Links WITH
Your Content to
Win.

51. Build Links
WITHOUT Your
Content to Get
Penalized.

56. Pick Content Type

57. Pick Content Type

61. Build Content With High Search Link Intent
KEYWORD “FACTS”
KEYWORD “INFORMATION”
KEYWORD “DATA”

62. 3 quick and easy types of content
Experts’ opinion: Roundups
Lists: Top 10 or 100+ facts about …
Old content, New life
Repurpose your content

63. Learn the art of storytelling
Copyright © www.pagetraffic.in

64. Free Tools To Find The Influencers

65. Circlecount.com – Google+
Choose country and gender

66. Topsy.com - Twitter

67. Buzzsumo.com – best domains
Search for influencers
in a specific niche

68. Questions to ask influencers for your Roundup posts
Tips and Tricks
Predictions
Mistakes to avoid
Tools they use

69. Buzzsumo.com – top content
Social Signals

70. Content Curation Tools

71. Many free tools are available now!
feedly.com
rebelmouse.com
storify.com
list.ly
scoop.it

72. Headlines matter!
Portent’s Content Idea Generator

75. Use Different Media Formats

80. Promote

85. 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

86. Measure

89. Who’s owns marketing content?
Traditionally..
Online
SEO
Social
Media
EditorialProduct
Email
Offline
Direct
PR
Editorial
Marketing

90. Who’s owns marketing content?
More cohesive organisation of departments
Marketing
SEO
Social
Media
Editorial
ProductEmail
PR
Direct

91. 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

92. Website: www.pagetraffic.com
Email: navneet@pagetraffic.com
Twitter: @navneetkaushal
Blog: www.pagetrafficbuzz.com
Facebook: www.facebook.com/pagetraffic.in
THANK YOU!