This document discusses search engine optimization (SEO) and content strategies. It provides information on search trends, user behaviors, and how to optimize content for search engines and users. Key points include growing search volumes from non-metro areas in India, the importance of understanding user intent, optimizing content for mobile and voice searches, and creating helpful content that users want to read and share.

1. SEO & Content
Happy Married Ever
- Anil Kumar Singh

2. State of search
Present & Future

3. Google Search
• Did you know, that on average, Google processes over 40,000 search queries every second (you can visualize
them here), which translates to over 3.5 billion searches per day and 1.2 trillion searches per
year worldwide?

5. Where Do People Search?

6. Search is now beyond Google

7. Indian Languages Internet Users

8. With growing
connectivity, the rise
in searches from non-
metro cities across
categories is faster
than that of the
metros.
The online space in India has never been
this vibrant. From driving search volumes
in auto to the rise of personal beauty
related queries, consumers across
different regions of Bharat are becoming
the engines of growth. They are no longer
seeking cues from the metros, and are
setting their own trends. Source: Google Internal Data, 2017-18

9. How people consuming content ?
1.Mobile, 2. Desktop, 3. Voice, newspaper
• Everyday millions of users are using video to learn something new
though one-third of all online video searches are still entertainment-
related
• Their attention is just eight seconds, with many articles, social media
posts instead of reading them properly.
• Technology is evolving at a faster pace than ever. New technologies
such as Virtual Reality and Augmented Reality especially when it
comes to playing games.

10. Who is consuming content ?
• Over 70% of all smartphones-related searches come from small towns
- by Google
• Online video audience in India is expected to grow to 500 million by
2020.
It is time to now focus on the remaining 500 million users from rural
and smaller towns - the Bharat.

11. Other Than Search engines
• Today, the 450 million Hindi speakers in India are twice as big a
market as our country’s 220 million English speakers. Apps like
DailyHunt, ShareChat, TikTok, Linkedin and several others are also
targeting this very market.

12. Understanding Searcher
Mindset
Identifying a Searcher’s Intent

13. Search Engine Job ? Placed Query intent into
Categories
Informational, Navigational, Transactional.
Google is getting ever closer to being able to read searchers’ minds

14. Searcher’s Intent ?
• When a searcher begins typing into a searcher bar, their query
becomes an “expression of need.”
• Need Could be - transactional or informative

15. What is search intent?
Search intent reflects an action a user intends to take when performing
a web search. The three main types of search intent are:
• Do (“buy”): This is called commercial intent
• Know: This is informational intent
• Go: This is navigational intent (When a user wants to navigate to a
particular brand)
• In most cases, intent can be mixed. For example, a user wants to go to
a particular site to buy something.

16. Understanding the intent behind Keywords
Search Intent has become a major factor to provide most relevant SEO
results. Search intent means:
• what a person OR end user is typing in the Google search box
• what exactly is he/she trying to find or what problem is he trying to
solve
• what action he is going to take once the Search Engine shows him/her
the most relevant result

17. SEO brings high-value
results as user intent is
high: WANT > SEARCH > GET
INFO > BUY.

18. Focus: Keywords vs. Topics
• where to buy used Books
• buy cheap books
• best prices on second-hand books
• where to buy books
• how to choose used books
• biggest book stores
• order used books online
• books on sale
• how to examine books
• buy books online
• second hand books online
• buy second hand books online

19. Ways to build search relevance

20. If your content doesn’t naturally need to include
the exact phrase that you are targeting then don’t
try to fit it in just for SEO sake.

21. Google Hot Searches
Google Hot Keyword Searches – a tool that shows you the latest
popular keywords to inspire you to write your next piece of content

23. Take data from your internal Site Search.

24. Quora

25. Relevance
• When it comes to search results, relevance is the most
important factor. When someone searches for “Red
chair ”, they will be disappointed unless they find a
page about Red chair .
• Google is now great at picking up synonyms, along
with user intent.

26. New Content approach
Topic-based approach "The ultimate guide to buying
books". The basic idea behind the new approach is
that you shouldn't be worrying about keywords at all —
instead, you should build a comprehensive, original,
high-quality resource, and Google will figure out the
rest.

27. Focusing it around the searcher intent.
Keywords Intent
where to buy rare books
buy story books
research specialist books stores
buy books cheap
best prices on second-hand books
books on sale
find places to buy books cheap
order used books online
where to buy used books
biggest books stores
get a list of best books stores
how to choose used books
how to examine books
get tips on choosing books
When you look at your keyword list, you should first and foremost think about the intent of the searcher, and group
the keywords that have the same intent into one cluster. Let's see how this may look with our books-related keywords.

28. Goals and definitions
Your entire content strategy is crafted around what you are trying to
achieve. Naturally, you need to identify what that is—and make sure
everyone on the team understands what that means. Questions to ask:
• What are we trying to accomplish?
• Why are we creating this content?
• How will we know our content is on track to achieve our goals?
• Which goals take priority?
• How will we define vital elements, such as a lead?

29. Great content is only great if it gets found
(but if it gets found and isn’t great – that’s a problem too)

30. Content

31. Approach to build your web content

32. Stop selling. Start helping!!
Selling brings you a customer today, but being helpful creates customers for life

33. I-Want-To-Know
Moments
I-Want-To-Buy
Moments
MICRO-MOMENTS: PAY ATTENTION TO THE TOPICS AND FORMATS
CUSTOMERS ARE SEARCHING FOR
of online consumers look up
more information online now
versus a few years ago.
of smartphone users consult
their phones while in a store
deciding what to buy.
65%
I-Want-To-Go
Moments
increase in “near me”
search interest in the
past year.
2X
I-Want-To-Do
Moments
of smartphone users turn to
their phones for ideas while
doing a task.
91% 82%

34. One of the goals of SEO is to better help search
engines understand what your content is about.

35. Optimize Your Content for You Customers and Not
for the Search Engines

36. Always write for users
At a high level, write educational content. put yourself in the shoes of your
audience
• What will they be searching for?
• What do they want to know about?
• What will resonate with them?
Consider what you know about your buyer personas and their interests while
you're coming up with a topic for your blog post.

37. Ask your co-workers from other teams like
sales and services for some ideas
• What are the most frequently asked questions you hear?
• What do our prospects and customers need help with?
• What do you wish people knew about our industry?
• What are industry bloggers, social media, and even our competitors
talking about?

38. Quality content needs to deliver value to your
audience.
Does your content do any of the following:
• Inform/teach the audience (knowledge)
• Make the audience laugh/cry (emotion)
• Show something new/different (discovery)
If you forget that quality content is a top priority, then you can
forget about having an SEO strategy.
• Start by creating something that provides value, lasting value. Not some “mission statement”
page, not some “about us” page. Actual. Quality. Content

39. Identify & Recognize your content
In 1996, Bill Gates declared, “Content is King”. He saw opportunities for all size companies to
participate in a content revolution that included providing both information and entertainment.
We have seen that revolution take place and the
internet become crowded with
content in its many different forms:
● Blogs
● Landing pages
● Video
● Infographics
● Ebooks
● Slide Shares
● Podcasts

40. Sharing
Quality content leads to popularity, which leads to sharing (also known as
linking or backlinking). Who and how many people link/share your content,
are SEO variables:
• Experts: credible and knowledgeable people in their fields
• Celebrities: Hollywood/Music/Sports celebrities (paid or unpaid)
• Influencers: people that have a large following
• Social Media: the masses of people online
• Peers: the friends, family, and people you know

41. If Google sees that a lot people are
sharing your content, it considers it as
potential QUALITY.

42. Content that doesn't earn links, shares,
email forwards, word-of-mouth, press, etc.
probably won't stand out, won't rank, and
won't be worth your energy to build.

43. Use Structured data for content

44. Example
Rich snippets include additional
information such as photos,
reviews, and other extra content
depending on the type of search
result. Schema markup identifies
this extra information and
explains it to search engines so
that they can display it as a rich
result.

45. Featured snippets
Featured snippets -- so called “zero
positions” -- are the boxes shown
right below the number of results
found for your query. The goal of
featured snippets is to provide you
with content that fulfills your
request without your having to click
on any search result.

46. Featured snippets - How to optimize your
content to earn a featured snippet
• Identify your pages that already rank in the top 10
• Target question-based keywords and provide structured answers
• Make sure to use header tags properly

47. Make your Content respond
for Voice Search
Road Ahead for SEO

48. Rise of Voice
Search
Indian internet users are
fast adopting this search
tool and finding comfort in
regional language

49. How to win Voice search !!
• Target Long-Tail Keywords
• Think How People Speak
• Look for Opportunities in Your Analytics
• Create Q&A-style Content
• Beef up Your Microdata
• Concentrate on Mobile
• Improving Your Site Speed

50. “If you’re trying to persuade people to do
something, or buy something, it seems to me you
should use their language, the language they use
every day, the language in which they think.”
David Ogilvy, Founder | Ogilvy & Mather

51. Anil Kumar Singh
National SEO Director
NEO Media World
• Anil Kumar Singh comes to Neo Media World with more than 18 years of
experience in digital advertising. currently working with neo@Ogilvy as a National
Director of SEO. There he is Accountable for the agency’s SEO and content vision,
and managing the growth of the product by overseeing the SEO Leads, supporting
the Client Services team, and playing an active role in New Business opportunities.
• He was previously India Head of SEO in Interactive avenues, Digital arm of IPG
Mediabrands . He had built SEO team & business from scratch and stabilised IA
into a leader in SEO for the Indian market working with major brands like IBM,
Nestle ICICI BANK, Micromax, Cleartrip, SBI, Mahindra & Mahindra,
GENPACT,Dishtv, Airtel and BookMyshow. Anil helped Interactive Avenues SEO
Business reach scale in less than 3 years.
Honours and Awards :
Best SEO -India Digital Media Awards Exchange4Media & Jagran J,Best SEO
Category Award by Afaqs! At DIGITAL AGENCY AWARDS 2015 Afaqs! & Jagran.com

52. Thank You!!
Twitter : @anilkumarsingh
Linkedin : https://www.linkedin.com/in/anilkumarsingh