Are you forward-thinking in your approach to search marketing? When was the last time you updated your content strategy? With Google’s ever-changing algorithm, it’s crucial that your SEO tactics continue to evolve. Search engines are known to reward websites that publish high-quality content on a consistent basis. Gone are the days when businesses could rank on Google simply by pumping out generic, keyword-stuffed material. The key to higher rankings right now is to create content that offers maximum value to searchers. If you’re looking to boost organic traffic and drive more conversions, you should join our next webinar. It’s time to learn how to execute a winning content strategy that delivers the best ROI for your efforts. Key Insights: - Content strategies that used to work but don’t anymore. - How to future-proof your content strategy. - Tips to scale your content strategy to increase organic traffic. Carlos Meza, President & CEO at Crowd Content, will explain how to optimize your content for user intent and relevancy by using a meaningful content structure. If you struggle with adapting to fast-changing SEO standards, this webinar will help you keep your content strategies up-to-date. Don’t miss out! Watch this webinar and discover how quality content can energize your online presence.

2. Written Content
Written Content
Blog posts/articles
White papers, eBooks and
reports
Email newsletter/nurture
campaign
How-to guides
Case studies

3. Agenda
• What has changed over the years?
• 3 Steps to perfect SEO Content Creation
1. Empathetic, People First Content
2. Topic Clustering
3. Subject Matter Expert – SME
• Takeaways – Checklist

7. BUILDER’S RISK INSURANCE
The prosperity of a country can usually be measured by the size of its construction industry. The most
prosperous cities are the usually the ones looking to expand and grow, to build outwards and upwards, and
to improve on what already exists. Smart city planning involves continuously investing in bricks and mortar
until everyone can reap the benefits.
There are a lot of risks associated with the construction industry which can hold some aspiring builders back,
but there are many insurance policies that can negate these risks. One of them, builder’s risk insurance, is
considered to be essential for any builder or property owner looking to earn their share of the property
boom.
WHAT IS BUILDER’S RISK INSURANCE
There are many different types of insurance, and several of these concern the construction industry,
including property insurance. The problem is, this insurance policy only covers the building once it has been
built, leaving construction companies in somewhat of a difficult situation. That’s where builder’s risk
insurance comes in.
In some ways it works just like property insurance, ensuring that the structure itself is covered, but it goes
deeper than that and focuses specifically on the construction process, as outlined in more detail below.
205 words later I’m not
sure what builder’s
insurance is!!
Irrelevant

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your shower repair or shower replacement. To get started, call us today to get started.

10. What’s Changed Over the
Years?

11. Search Engines are getting better at
understanding content as humans would
• Context of queries and sentences
• Punishes keyword-stuffing
• Holistic analysis of the meaning
of a query
• Looks at the meaning/scope of
whole paragraphs;
• Leveraging NLP, AI for predicting
info people want
2013
Hummingbird
2015
RankBrain
2019
Bert
2021
Multitask Unified Model
(MUM) and “Things to
Know”

12. 2022’s Focus
QUALITY
CONTENT
2013
Hummingbird
2015
RankBrain
2019
Bert
2021
Multitask Unified
Model (MUM) and
“Things to Know”
2022
- Helpful content
update
- Product review
updates

13. 6/7 Algorithm Updates in 2022 are
Targeted Towards Content

14. WRITE FOR HUMANS

16. The purpose of the page will help you determine what high-quality
content means for that page (Google search quality guide)
• Information pages > factually accurate, clearly written, and
comprehensive.
• Shopping content > Allow users to find the products and purchase
the products easily.
• Humor or satire > entertaining, factual accuracy not required BUT
page understood as satire by users

17. What Doesn’t Work Anymore?
• Click bait title but not relevant content
• Unsatisfying amount of main content for the purpose of the page
• Fake expertise / deceptive SME profile
• Keyword stuffing
• Content for algorithm

19. Empathetic, People-First
Content
1

20. Google’s Guidance on People First Content
• Be an authoritative source of information in your industry
• Demonstrate first-hand expertise and a depth of knowledge
• Primary purpose or focus
• Create in-depth content that helps the searcher find solutions
to problems
• Satisfy the visitor’s intent

21. How to win at people-first content?

22. Start with Intent
Search intent (or “user intent”) is the WHY
behind the search query.

23. Focus on “Who” and “Why”
• Don’t focus on the “what” (writing for keywords)
• Do focus on:
1. The “who” (writing for your audience)
2. The “why” (why should they care)

24. Speak to Emotions
• Benefit-driven copy > feature-driven copy
“The #1 Content-Writing Service”
“Never Worry About Writing Again!”

34. Personalize Content – Persona-Based

36. Readability & UX

37. Humans respond to narratives, stories, brands and
information—and so do search-engine algorithms!

39. Topic Clustering
2

41. Why Topics & Not Keywords
• Future proofing SEO
• Topic based SEO strategy is scalable
• Great for internal linking
• Attract backlinks
• Increase web engagement
• Increase conversion

42. What the Heck Is Topic Clustering?
Ahrefs

43. Another Cluster Example
SEMRush

44. Where to Start with Clusters – SEMRush

45. Where to Start with Clusters – BuzzSumo

46. Did I Choose the Correct Clusters?
• Increase traffic and conversion
• Ability to produce more content (pool of ideas)
• Competitors are producing content around the same clusters
• Time on site improves

47. Subject Matter Expert - SME
3

48. A subject matter expert is someone who has
highly specialized knowledge in a particular
industry or field of study.

49. Example of Expertise
Healthcare
Crypto
Commercial
Construction
Environmental
law
Mental
Health
Home
Services

50. Why SME?
• Improve E-A-T score (must have for YMYL content)
• Competitive advantage
• Build trust
• Unique content
• More backlinks opportunities

51. Secret Recipe to Product Great E-A-T Content
Start with
Writer
Add SME
Layer
End with
Editor

52. AI Generated Content

53. AI Content = Low-Quality Content?
Can Google Detect AI Content?
“I can’t claim that. But for us, if we see that something is
automatically generated, then the webspam team can
definitely take action on that.”
John Mueller, from Google

54. AI Content Good / Bad for SEO
• Proceed with Caution
• AI to overcome writer blocks
• Creating a content brief

55. TAKEAWAY