SEO & Content Together. How SEO can help to improve your content strategy and get maximum ROI via search engine & branding. How to get branded content on top rank in search engines? How to create intent-based content to get maximum ROI?
This document summarizes the biggest SEO changes in 2020, including Google launching over 4,000 search improvements and new features. Major changes discussed include featured snippet deduplication, core web vitals, and the December 2020 and May 2020 core updates. The Covid-19 pandemic also significantly shifted SEO as ecommerce grew dramatically. Looking ahead, opportunities for 2021 include a continued focus on user experience, site speed, and core web vitals.
The document discusses strategies for optimizing a website for search engine rankings. It emphasizes the importance of user experience factors like dwell time and bounce rates in determining relevance. It recommends including engaging content like video and easy-to-read sections to improve user experience. Additionally, it highlights the need to optimize sites for mobile searches, as most searches now occur on mobile devices and Google prioritizes mobile-friendly pages in its mobile-first index. Link building is also still considered an important SEO tactic.
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...Search Engine Journal
Whether you have a hotel website, retail store page, restaurant website, auto dealer site, banking site, healthcare site or corporate site – there are key elements you can leverage to drive more organic traffic.
Discover how key features in your content management system (CMS) can help maximize your website’s revenue for next-generation SEO, mobile technology, and voice search.
In this presentation, learn:
– How schemas on your CMS can drive more revenue.
– Ways to drive more mobile leads and engagement using AMP and Progressive Web Apps.
– How location-based business websites should conform to ADA regulations.
– How to conform with privacy regulations of GDPR and upcoming CCPA.
Search Engine Marketing - Dead and Buried? Click Asia Summit 2011Navneet Kaushal
This document discusses the evolution of search engine marketing and the rise of social media. It notes that major developments like the growth of social networks like Facebook and Twitter, and new search engine features like Google Instant and Places have made SEO more difficult but have also integrated social media into SEM. The document argues that while social media poses some threats, SEM is not dead but changing - social signals now impact search rankings, and successful strategies require an integrated approach combining SEO, social media, and content marketing.
Power of Digital Marketing - TiE Young Enterpreneurs 2015Navneet Kaushal
Any business needs to find the way to reach its customers. Here you need to start thinking about the essential purpose and thinking that goes with marketing their service or product to its key customers. Digital Marketing session covers topics from market research to developing a market strategy and Break-even analysis. Overall, this presentation covers:
*What is Digital marketing?
*What is the purpose of Digital marketing?
*Effective Digital marketing
*Benefits of Digital marketing?
SEO After COVID-19: How to Recover with FAQs, Schema, AMP & Voice SearchSearch Engine Journal
COVID-19 has disrupted our world like nothing we have seen before, and the response requires some reflection, planning, and aggressive execution.
Milestone has developed and begun implementing the COVID-19 Crisis-Recovery-Growth strategy and wants to share it with the community.
In this presentation, Milestone’s CEO Anil Aggarwal and VP of Marketing Erik Newton discuss insights on how to overcome the business impact of COVID-19.
We will cover:
— Phased tactics within local, organic, social, and paid media.
— Recommendations for gathering customer insights, adjusting content, mobile, and clickability.
— Moving to omnichannel measurement and offer packaging and scaling back up.
— What is the current state of voice search, entity search and where it is growing.
— Top tips to create AMP and FAQ pages for conversational content and voice search.
— How major verticals – tech, banks, auto, hotels, and retailers – are capitalizing on these technologies to increase growth and sales.
— Successful case studies and practical tips to upgrade your digital assets and use BERT to your advantage.
Why Entity Search Can Be Your Competitive Advantage in 2021Milestone Inc
This document outlines a presentation about using entity-led growth as a competitive advantage. It discusses how content discovery is challenging without entities. A 5-step framework is proposed for entity-led growth: 1) strategy and planning, 2) deployment and maintenance, 3) measure and analyze, 4) enhance content and expand results, 5) align, educate and celebrate. Case studies are presented showing how measuring performance by entity type can identify opportunities. Attendees are offered a complimentary entity audit to assess opportunities.
Learn what at will matter when it comes to SEO in 2018
Which factors are most important to focus on
Whats new with Google Algorithm and the updates
What are some of the winning SEO strategies of 2018
Are you having trouble increasing your CTR and revenue? Want to know how to put together an SEO strategy that will drive more conversions? Want to know how you can outrank your competitor brands?
Zak Ramdani, the Great SEO Owl at Hootsuite, discusses how Hootsuite broke their organic traffic metrics for seven consecutive months, doubled their blog traffic using on-page techniques to cater to Google’s answer box, and deployed an SEO mindset throughout all communication channels within Hootsuite.
This document provides an introduction to search engine optimization (SEO) in 2022. It discusses that SEO can bring in 30-60% of online revenues. Key points include:
- Google uses AI and machine learning to understand user intent and page content.
- It is important to optimize for "entities" rather than specific keywords. Semantic SEO is important.
- Mobile performance, such as page load time, is critical.
- Structured data tags help Google understand page content.
- Pages should demonstrate expertise, authoritativeness, and trustworthiness.
- High-quality, relevant internal and external links are valuable, while most other links do not help rankings.
- Access
Website optimization, also known as search engine optimization (SEO), is the process of improving a website to drive business goals through controlled experimentation. Some key benefits of optimization include low cost results from organic listings, increased traffic, improved brand credibility, and higher returns on investment. Proper optimization techniques involve ensuring relevant and high-quality content, optimizing internal linking, meta tags, images, and domain names, while avoiding negative practices like keyword stuffing and duplicated content. Optimization can help take a business to the next level by bringing in thousands of additional visitors.
Best Of SEJ Summit: Duane Forrester on the Future of Voice SearchSearch Engine Journal
With the rapid adoption of voice-powered digital assistants like Alexa, Siri, and Google Assistant, it is time to prepare for voice search for 2018 and beyond.
Join Duane Forrester of Yext as he tackle how voice search is revolutionizing the way customers search and consume content.
Trying to scale your SEO strategies but having trouble keeping up?
Is the rapid change in customer needs, churn rates, and product portfolios challenging your marketing team?
Discover how you can overcome growing pains in our upcoming educational webinar specifically designed for enterprise marketers.
In this presentation, you’ll learn:
-How to use Edge SEO to automate and improve processes in product management (from an SEO perspective).
-The best way to use entities scalably for better support of content creation.
-How to deal with out-of-stock products to maintain brand visibility and avoid negatively impacting the user experience.
-Often, enterprise ecommerce sites and websites that offer SaaS subscription models are challenged with automation and require technical assistance as they scale.
Dan Taylor, Head Of Research And Development at SALT.agency – and a Search Engine Journal VIP Contributor – will discuss SEO strategies you should know to scale your efforts and grow your business.
Websites are meant to help you meet your business goals. This presentation walks through 5-steps every website should take when building their website.
John Shehata — 21 Soft Skills to Supercharge Your In-House SEO TeamSemrush
These slides were presented at the SEMrush webinar "21 Soft Skills to Supercharge Your In-House SEO Team". Video replay and transcript are available at https://www.semrush.com/webinars/21-soft-skills-to-supercharge-your-in-house-seo-team/
The Tools (and The Process) for Fast, Effective Content MarketingOrbit Media Studios
- The document presents an overview of various content marketing tools used in an organization's marketing technology (MarTech) stack, organized into categories for topics like analytics, content creation, publishing, email promotion, social media, and lead generation.
- It provides examples of specific tools used for tasks like analyzing content performance, researching topics, creating and optimizing content, publishing content, tracking email campaigns, scheduling social media posts, monitoring PR mentions, and measuring the impact of video.
- The presentation concludes by emphasizing the importance of understanding how audiences interact with content onsite through analytics tools and by offering to help with any other questions.
Competitive SEO - Canadian Chamber of Commerce, Hong KongMWI Hong Kong
Presentation given on Wednesday, May 21st, 2014 at the Canadian Chamber of Commerce in Hong Kong on the topic of SEO. This presentation gives an executive overview of SEO.
Asia has traditionally lagged about 10 years behind North America and Europe when it comes to online marketing. But now companies are catching on, and catching up, and they're doing it in a hurry. The businesses that are first to embrace online marketing techniques like search engine optimization (SEO) can build a long lasting competitive advantage, if they do things the right way.
Attendees of this course learned:
How search engines like Google, Baidu, and Yahoo work
How much you can realistically expect to spend on SEO?
How to make the choice to do your SEO in-house or hire a firm?
How to avoid getting ripped off by an unscrupulous SEO firm?
What you can do today, for free, to instantly get better SEO results?
Top Tips To Create Best-In-Class Web And Mobile ExperiencesMilestone Inc
In this webinar, Milestone’s experts Anil Aggarwal, CEO and Erik Newton, VP of Marketing, discussed key trends impacting web/mobile experiences.
This webinar covered the following:
How customer experiences are even more important in the post-covid world
2021 CMS must-haves for SMB and Enterprise- Agile CMS, CaaS, and Omnichannel marketing capabilities
Adapt an SEO-First approach to deliver a customer-focused page experience
Case studies and best practices
Whether you’re managing your SEO in-house or working with an agency,
it’s essential to choose the key performance indicators (KPIs) for measuring success.
Easier said than done. Is it your keyword rankings? Traffic? What about conversions? Where does revenue come in to it? Maybe it's all about the links.
After 8 years and hundreds of client experiences, we’ve distilled what we believe to be the metrics you should use to evaluate your SEO. They are:
Non-branded organic traffic, as a percentage of overall leads or sales, over time.
Conversions (lead capture, e-commerce, downloads, etc) from top keywords.
Revenue attributed to specific keywords.
% of targeted keywords ranking on the 1st page of Google’s search results.
Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.
Miranda will be talking about “International SEO and beyond”. She will go through the essentials when optimizing across markets and languages, the common pitfalls, and areas to look into beyond the regular international SEO practises.
This document provides an agenda and overview for an online marketing workshop presented by Sam Shetty in April 2013. The workshop covers various topics related to online marketing including search engine optimization (SEO), Google Analytics, pay-per-click (PPC) advertising, social media marketing, mobile websites, and conversion rate optimization. It also discusses trends in online spending in Australia, the changing consumer purchase journey, and how to focus online marketing efforts on consumer needs and goals rather than just promoting the business.
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.
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
Georgetown University Guest lecture on SEO and online marketingWO Strategies
April 7th. Guest Lecture on SEO and online marketing at Georgetown University's Digital Marketing class, a part of the Masters in Public Relations and Corporate Communications program.
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
The document discusses search engine optimization (SEO) strategies for websites. It explains that search engines aim to provide relevant results to users in order to attract return visitors and earn advertising revenue. To achieve high search rankings, a website needs relevant and easily readable content, inbound links from other sites, social media engagement, and mobile compatibility. The document provides tips for on-page SEO including keyword optimization, links, social media integration, and conversion rate optimization testing.
Unit 1 the search engines - reflecting consciousness and connecting commerceiShore Software Pvt Ltd
This document provides an overview of search engines and how people use them. It discusses the mission of search engines to provide relevant results, the major players and their market shares. It examines the different types of human search goals and how intent is determined. Eye tracking and click data are presented to show how users scan and interact with search engine results pages. The roles of natural and paid search results are explored, as well as how search drives online and offline commerce.
Unit 1 the search engines - reflecting consciousness and connecting commerceiShore Software Pvt Ltd
This document provides an overview of search engines and how people use them. It discusses the mission of search engines to provide relevant results, the major players and their market shares. It examines the different types of human goals in searching - navigational, informational, transactional. Eye tracking research is summarized that shows users focus most on top left results. The document also discusses how search drives commerce, how users scan and click on results pages, and the differences between natural and paid search listings.
Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?mRELEVANCE
From the 2014 National Kitchen and Bath Association Kitchen & Bath Industry Show. Your website and SEO – Have you ever wondered, “How effective is my company’s website?” The Marketing RELEVANCE team runs across companies every day that had their website built by a relative, typically their brother or brother-in-law. This is great if your brother or brother-in-law works for an Internet marketing company, but chances are, he doesn’t. Many of these companies don’t see results from their websites and simply have a hard time proving or justifying the effectiveness of their sites. In the worst cases, they can’t get their sites to work at all. During this seminar on websites and SEO (Search Engine Optimization), Carol Morgan and Mitch Levinson of Marketing RELEVANCE will cover the five most common reasons why Web sites do not produce leads, prospects or buyers: (i) Not built to drive traffic, (ii) Difficult to Navigate, (iii) Content and Branding, (iv) Proper Call to Action, and (v) Tracking and Analytics.
Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?Carol Morgan, MIRM
From the 2014 National Kitchen and Bath Association Kitchen & Bath Industry Show. Your website and SEO – Have you ever wondered, “How effective is my company’s website?” The Marketing RELEVANCE team runs across companies every day that had their website built by a relative, typically their brother or brother-in-law. This is great if your brother or brother-in-law works for an Internet marketing company, but chances are, he doesn’t. Many of these companies don’t see results from their websites and simply have a hard time proving or justifying the effectiveness of their sites. In the worst cases, they can’t get their sites to work at all. During this seminar on websites and SEO (Search Engine Optimization), Carol Morgan and Mitch Levinson of Marketing RELEVANCE will cover the five most common reasons why Web sites do not produce leads, prospects or buyers: (i) Not built to drive traffic, (ii) Difficult to Navigate, (iii) Content and Branding, (iv) Proper Call to Action, and (v) Tracking and Analytics.
Web Analytics Training Day was hosted by Andy Atkins, an internet marketer with over 10 years of experience. The objectives of the training were to understand web analytics and how to use the data to focus business growth efforts. The agenda covered what web analytics are, why they are useful, site-focused and market-focused analytics, and how to use analytics packages. Attendees learned about Google Analytics, browser plugins for quick snapshots, and paid SEO software for more robust competitor and keyword data analysis over time. The training emphasized using analytics tools relevant to business objectives and not being afraid to pay for the right tools.
The document provides an agenda for a web analytics training day. The objectives are to understand web analytics and how to use analytics tools to understand website visitors and enhance online performance. The agenda includes explaining what web analytics are, why they are useful, demonstrating site-focused and market-focused analytics tools like Google Analytics, browser plugins and SEO analytics software, and how to use analytics packages. Practical exercises are also included to allow participants to apply the concepts.
The document discusses various topics related to running a successful website including search engine optimization (SEO), search engine advertising (PPC), and social media marketing. It provides an overview of each topic, highlighting key aspects like the importance of keyword research for SEO, how paid advertising can help drive traffic, and how social media allows businesses to engage with customers online. The presentation also emphasizes the importance of understanding customer needs and providing valuable content across online channels.
Mobile First to AI First: How User Signals Change SEO | SMX19Philipp Klöckner
Traditional ranking factors have been great proxy metrics for the past years and have made Google the best search engine in the world. But as Google advances to an AI first company, SEOs have to change their metrics and toolsets as well. Learn about how Machine Learning changes SEO and why User Signals and UX have to guide your work.
Search and Social Media Marketing Course Slides - Salford UniverstiyTom Mason
The document provides an overview of search engine optimization and analytics topics. It discusses the current search landscape dominated by Google, how Google's algorithm frequently updates to prioritize certain types of content, and the importance of developing a comprehensive keyword plan including short and long-tail keywords. It also covers best practices for blogging, measuring return on investment through analytics metrics, and experts to follow on Twitter for continued learning.
Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
Winning Keyword ResearchStrategies for 2018Knoxville HUG
Our #KnoxHUG Meetup for Q1 2018 covered winning strategies for keyword research in 2018. This presentation includes insights on how search and search engines have changed over the years and how SEO focus has shifted to topics and content structure vs. trying to rank for single keywords.
Similar to SEO & Content Marketing Master Class - Anil Kumar Singh, NEO Media World (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The continued disappearance of the third party cookie has both targeting and tracking implications for open-web advertising and marketing. We'll discuss where context, identity graphs and first party data are being used to substitute for third-party cookies. We'll also discuss where CTV and other newer media channels are maturing to allow for household or personal targeting.
Key Takeaways:
Learn how to effectively target prospects and consumers at various stages using a combinations of targeting types across channels.
Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
Foundations in Content Optimization: How to Optimize Your Content to Fuel Organic Traffic Growth
A highly tactical introduction to best practices in optimizing your owned content to drive sustainable (and converting) organic traffic. In this Master Class, we'll cover everything from identifying the right keywords to use to how to strategically apply them to your content strategy to generate ROI.
Key Takeaways:
- A breakdown of key content-related factors Google and other Search Engines use when ranking content.
- Understand the basics of keyword research and where to begin.
- Learn how to apply those keyword learnings to optimize your content strategy and owned assets to maximize their organic visibility.
- Learn what to measure to articulate ROI and feed back into your strategy.
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Account Based Marketing best practices. Learn the ins and outs of successful ABM, demand generation, and B2B digital performance marketing in a post-COVID, privacy compliant, hybrid world. ABM is a marketing approach, a philosophy. It is not technology by itself and not all intent data is created equal. In this Master Class, we will go through the key elements to maximize marketing's contribution to sales from pipeline creation to pipeline velocity.
Key Takeaways:
What ABM really is, what it can and can't do.
How to do ABM more effectively.
What you need to do high performance ABM and what you should expect from it.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
In this dynamic 30-minute presentation, we’ll delve into the powerful trio of content, community, and conversions. Discover how to use context of social media platforms to create content that resonates with your audience, build engaged community, and ultimately drive conversions that grow your brand.
Key Takeaways:
Spend less money on production and strategy, and more money on testing quality content that's contextual to the platform we're trying to create on.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
Become a better storyteller through the four powers of stories. By understanding these fundamental powers, we can recognize and capitalize on other opportunities to make our stories resonate with our audiences.
Key Takeaways:
In this session, Scott will teach you how to craft compelling narratives that engage your audience, evoke empathy, create memorable moments, and drive action.
More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
Best Deaddiction Center to get Rid out of addiction
Shri Shuddhi Nasha Mukti kendra helps individual understand their addiction and provide medical treatment, therapy and counseling......
10 Advantages and Disadvantages of Social Media Marketing in 2024Markonik
Explore the dynamic landscape of social media marketing in 2024 with our comprehensive presentation. Delve into the top 10 advantages and disadvantages that digital marketers face in leveraging social media platforms. Understand the opportunities for growth, engagement, and brand visibility, as well as the challenges and potential pitfalls that come with navigating the ever-evolving digital ecosystem. This presentation will provide valuable insights and actionable strategies for maximizing the benefits of social media marketing while mitigating its drawbacks, tailored specifically for the needs of Markonik.
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, panel Management.
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
Rand Fishkin of Sparktoro broke the news about the Google API Leaks in May 2023. Mike King from iPullRank did what he does best—dissected everything from the leaks. How big was the leak? Around 2,600 pages of leaked internal documentation describing different components of Google's ranking systems and 14,000 attributes or features represented in the documentation.
Here’s why this is important
SEO has evolved dramatically over the last 27 years. Companies like Google have built entire businesses around search, and Google has become the unquestioned leader in search. All
this is starting to change—thanks to GenAI.
Ever since Google started building a search engine, it has shared best practices. But it has never revealed anything more—no algorithms or APIs. That changed recently with this leak.
This matters to you
This checklist matters to entrepreneurs, content creators, website owners, brand managers,
PR professionals, marketing analysts, and SEO professionals.
Understanding how the algorithm works today can help you maintain your competitive edge, optimize opportunities, mitigate risks due to these changes, and make informed decisions on your digital strategy.
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SEO & Content Marketing Master Class - Anil Kumar Singh, NEO Media World
1. Anil Kumar Singh
NATIONAL SEO DIRECTOR
NEO MEDIA WORLD
NEW DELHI, INDIA ~ OCTOBER 16 - 17, 2019 | DIGIMARCONINDIA.IN
#DigiMarConIndia
SEO & Content
Marketing Master Class
MASTERCLASS
2. 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 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.
Qualification : Master of Computer Science (M.Sc)
Honours and Awards :
Best SEO -India Digital Media Awards 2015 Exchange4Media & Jagran June 2015
Best SEO Category Award by Afaqs! At DIGITAL AGENCY AWARDS 2015 Afaqs! &
Jagran.com August 2015
3. “Many people begin their purchasing experience by
doing online research to compare prices, quality, and
the reviews of other shoppers.
Even if they end up making their
purchase in a store, they start their
fact-finding and decision-making !
on the internet.”
4. 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?
8. How Search Engines Work?
• User searches (query)
• User location/login id’d
• Query matched with index
• Returns matching docs
• Docs are sorted (ranked)
• Docs displayed as search results
• Customized by location/history
Image Source: Google Corporate Technology
14. 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.
15. 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.
16. 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.
17. Google Is Built to Understand Good Content
Here are the most important factors to consider when selecting an overall Page
Quality rating:
• The purpose of the page: The first step in understanding a page is figuring out its
purpose.
• Expertise, authoritativeness, trustworthiness: This is an important quality
characteristic. Learning the reputation and credentials of a certain piece of
content should not be hard to achieve.
• Main content quality and amount: The rating should be based on the landing
page of the task URL.
• Website information/information about who is responsible for the main
content: Find information about the website as well as the creator of the main
content.
• Website reputation/reputation about who is responsible for the main
content: Links to help with reputation research are provided to reviewers.
19. Search Relevance
The relevance of page’s theme
related to a targeted keyphrase
Technical
Best Practices
Factors for improving the
efficiency of crawler
discovery
Search Visibility
The ability for a site/page
to be properly indexed by
search engines
Core Pillars of Organic Search Optimization
Social Media Optimization
HTML Sitemap
XML Sitemap
Internal Cross Linking
Footer Navigation
Main Navigation
Titles and Meta Tags
Page Headings
Domain Authority
Content Optimization
• Content Development
• Content Placement
Image Optimization
• File Nomenclature
Code Externalization
Page Speed & Compression
404 Error Handling
Site Redirections
URL Structure
File Nomenclature
Semantic Markup
Robots.txt Implementation
20. SEO & UX
UX is about achieving a business objective by meeting the needs of the customer, with simplicity.
• Google also looks at the structure of
your content and the overall user
experience. In effect, UX is actually a
factor in your ranking
• if your user is having a bad experience
and they’re bouncing, then there is a
real-world impact on your SERP
positions.
• Google looks for include engagement
metrics, machine learning and linking
patterns to and from your site.
• Want A Happy Audience? - Start
bringing SEO and UX together.
21. SEO & UX
a. Use free tools like Google’s Page Speed Insights
b. Image compression and optimization
c. Quality code
d. Great Servers
e. Learn the basics of UX measurement in Google Analytics
f. Test the site like a real user
22. Relevance
• When it comes to search results, relevance is the most important
factor. When someone searches for “yellow tables”, they will be
disappointed unless they find a page about yellow tables.
• Google is now great at picking up synonyms, along with user intent.
25. User Searching behaviour
• There’s a difference between the exact words that a searcher types
into the search bar and their intended result of performing that
search? , Phrase, general info, Typo errors, local
• Search engines are becoming better able to close the gap between
intention and execution.
• search results should be determined by the objectives of the user
performing the search, and the satisfaction the user experiences
when they receive those results.
• Google is getting ever closer to being able to read searchers’ minds
26. How Search Engines Use This Information ?
Because search engines can’t read the minds of every searcher who
inputs a query, they look to the information that a searcher actively
provides:
• What was the expression of need?
• What search result was selected?
• Was there a discovery of additional needs?
The coupling of action and existing knowledge is how search engines
can a) autofill your search query and b) give suggested search engine
results
27. What drives searchers to search ?
In order to provide content that will perform well, we need to understand
what drives searchers to search, as well as what makes some searchers come
away unsatisfied. This understanding comes both from the human side and
the technical side.
• Human: Perform interviews, create surveys, have conversations, and see
what your competitors are doing.
• Technical: Peruse autosuggest and related search results, review analytics
performance, and track SERPs for rises and falls in results.
High-quality, informative content performs better in search because it is
better at helping the searcher accomplish his or her task. The more we
understand who our audience is and what information they’re looking for,
the better our content will perform and, as such, the more audience
members we’ll reach.
28. 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
29. 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.
•
30. Getting started with moments of intent
• Knowing your consumer's intent means you can meet them in the
moments that matter and deliver helpful content. Here's how you can
start to put intent at the center of your strategy:
• When your potential customers turn to Google and YouTube in their
moments of need, make sure you are there.
• Use Google Trends to explore search trends and queries in your
category to understand what consumers are looking for. Make sure
you are there and useful in these moments of intent.
31. 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
32. Keywords
• Broad
• Brand
• Generic Research
Consider
Buy
Search Sales Funnel
Finding the most
effective
keywords for your
business will be
the foundation of
all SEO.
34. If you are able to answer a question better than
anyone else, it could qualify for a featured snippet,
and potentially become the one and only answer
in voice search.
35. 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
37. 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.
38. 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
42. 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?
43. New Content approach
Topic-based approach implies creating a single page that covers all
these topics, aka "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.
44. New Content approach
You see, your "ultimate guide" may rank for the more generic terms like
"how to buy used books". This is the kind of a broad term where the
searcher isn't researching a specific aspect of the process, but rather
researching the entire process and looking for the steps. Even if you
include paragraphs on "where to buy rare books", Google won't always
be able to figure out that that's something you should also rank for —
simply because you're focusing on too many things with one page, and
eventually each concept's prominence (or each keyword's term
frequency, if you will) is diminished due to the length of your content
and the number of micro-topics you're trying to cover.
45. 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.
46. 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
47. How Google treats links and how it processes
them and factors them into rankings ?
48. If Google sees that a lot people are
sharing your content, it considers it as
potential QUALITY.
49. First of all, Google knows what a page is about
and, if a page that is not relevant to links pointing
to it, the power of that link may be discounted.
e.g. If a site about toys links to your site about cars
then the impact could be reduced
50. Develop content using keywords
The more keyword-rich content a brand generates, the
more search engines will throw content pertaining to
the brand
51. Describe your content using popular
keywords
With an understanding of the popular keywords in your issue area, you can
make sure to include them in your content where appropriate.
Targets for optimization:
• Titles
• Page content and section headings
• URL anchor text
• Video tags and descriptions
• Page meta descriptions
• Image ALT tags and filenames
• URL pathways and “vanity” URLs
Avoid pitfalls
• Don’t overdo it on keywords
• Be careful about inaccessible content
• Avoid duplicate content
56. “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
57. Great content is only great if it gets found
(but if it gets found and isn’t great – that’s a problem too)
59. 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%
60. How do you help your clients decide what
content they need?
• We then do a content gap analysis by combing through the client's
website to look at every landing page, to see if the customer is getting
the appropriate experience for a particular keyword or phrase.
• In some cases, we've found an I-want-to-know moment sent right
into checkout.
61. One of the goals of SEO is to better help search
engines understand what your content is about.
63. Choose a topic to write about
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.
64. 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?
65. Producing content that’s irrelevant and insignificant to
your audience’s wants and needs leads to only one
thing – people stop taking you seriously. People click on
your links in the SERPs but they do not interact with
your website and leave quickly – wasted opportunity to
turn visitors into customers.
67. Quality Content
Quality content answers questions and provides solutions for problems
audiences have identified in their search queries, on social media or
other channels. The hallmark of quality content continues to be original,
actionable, and relevant information.
Base your decisions about what content to create on search results and
keyword data. Knowing what your audience is talking about and what
keywords they’re already using when they find you organically is the
first step to creating optimized content.
When you have a winning piece of content, make it evergreen by
creating other assets from the same topic.
68. Here are the basics for writing quality
content:
• Define a purpose: All content should have a purpose. In turn, it should have a
topic of focus, an audience, and even an intent stage for that audience.
• Research thoroughly: Get the whole story before you start tearing stuff apart.
What’s the beginning, middle, and end? Personally, I like to outline my content
first so that I always know where it’s heading and what I need.
• Write well and make sure to edit (and edit again!): It doesn’t need to be
Hemingway. But use punctuation, check grammar, and try to keep it to the point
and on-topic. Give background when necessary.
• Have a byline: Google cares about where content comes from. Who is the brand
or person behind the content? It wants to know. Make sure it can find out. The
more authority a person’s reputation has, the better.
• Make it informative, thorough, educational: Make sure there is substance in the
content. We have a purpose. Does it satisfy the purpose? And does it explain it
thoroughly? Educate your readers and they will appreciate and depend on you.
69. Quality content needs to have 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)
70. 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
71. Content is Born
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
72. Content marketing & SEO
• How to get your content marketing found on Google?
You have two basic options here:
1. Publish on a highly authoritative site where the content will naturally rank well.
2. Build the authority of your own site and your published content.
This is certainly the case with SEO and content.
1. SEO helps get your content and business in front of more people.
2. Content marketing helps you build authority and improves your SEO.
SEO & content marketing strategy
1. Create great content
2. Promote that content with:
• outreach
• digital PR
• guest blogging
73. 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.
74. 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
75. Helping Tools
• It’s true that finding relevant
topics and search queries can be
done through keyword research.
However, Google Trends and
Answer The Public are tools that
can take your efforts one step
further. Checking Google Search
Console regularly to see what
your audience is searching for
can prove to be quite useful as
well.
76. Optimizing for Machines
• Given the amount of data Google has access to, combined with its
machine learning capabilities.
• Time is to adapt our SEO strategies on the technical side to help
search engines understand our content.
• Adding Structured Data to your HTML markup assigns values to
specific content types, allowing search engines to categorize and
index your content, and serve up better results in search, providing a
better overall UX.
78. What is Schema Markup?
• Schema markup is a form of microdata or structured data (SD) that is
added to a webpage to help search engines better understand its
content. It uses a set of standard data structures that categorize on-
page content.
• When schema markup is used on a page, that page may receive a rich
snippet search result on search engine results pages (SERPs).
79. 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.
80. Why is Schema Markup Important?
Schema markup makes it easier for search engines to understand
content, which makes them more likely to rank it.
• Schema helps search engines recognize the meaning of the content.
When search engines easily understand content, they are more likely
to rank it for relevant terms and phrases.
• Schema helps a page stand out on SERPs. Rich data make a search
result larger and easier to notice.
• Schema increases click-through rates (CTRs). Tests have found that
websites can achieve up to a 30% increase in organic search traffic
when they have rich snippets
81. How does structured data support SEO?
Google, Bing, and other search engines encourage webmasters to use
structured data, and incentivize that usage by providing benefits to websites
with structured data correctly implemented.
• Rich search results: Includes styling, images, and other visual
enhancements
• Rich cards: A variation on rich search results, similar to rich snippets and
designed for mobile users
• Knowledge Graph: Information about an entity such as a brand
• Breadcrumbs: Breadcrumbs in your search result
• Rich results for AMP: To have your AMP (Accelerated Mobile Pages) appear
in carousels and with rich results, you’ll need to include structured data
82. Social cards
If you use any social networks for marketing, or simply want your
content to look good when it’s shared on social media, make sure you
correctly implement social markup and validate using the various
platforms’ respective testing tools:
• Facebook: Open Graph + Validation Tool
• LinkedIn: Open Graph
• Twitter: Cards + Validation Tool
• Pinterest: Rich Pins + Validation Tool
• Instagram: Open Graph
83. RankBrain is a machine learning artificial narrow
intelligence system that was introduced to the
public in 2015.
RankBrain is designed to better understand the meaning behind the words a person uses and types into his
or her search engine because 15 percent of queries per day had never been seen by Google before.
RankBrain also allows for a better understanding of the association between multiple queries, such as:
“Where is the Eiffel Tower?”
Followed by:
“How tall is it?”
84. 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.
85. Featured snippets - How to optimize your
content to earn a featured snippet
• Identify your pages that already rank in the top 10 - If you start by figuring out
which of your website’s pages are already ranking well and concentrating on
those, it will save you dozens of hours.
• Target question-based keywords and provide structured answers - It’s easier for
Google to understand the searcher’s intent from the query “how to draw a dog”
than from the query “dog drawing” (are you looking for beautiful drawings of
dogs or do you want to draw a dog yourself?). When it comes to answers, write
the way you speak. The easier it is to understand, the better. “How to cook
spaghetti? - Start with boiling water...”. If a query starts with “how to” breaking
your article down into steps is a must: use numbers or subtitles to divide your
content logically.
• Make sure to use header tags properly - A correct use of H1-H6 tags is crucial if
you want your content to be included in the featured snippet.
87. According to Hitwise, nearly 60 percent of
searches are now performed on a mobile device.
With more and more people using mobile devices
to search, people often find it’s easier to use their
voice to search instead of typing on tiny screens.
89. 20% of mobile searches are voice
ComScore predicts that by 2020, 50% of all searches will be voice searches.
90. How we search ?
Certain types of queries and searches are likely to require more than just one instant answer, as they
require a visual element; for example, planning a trip, or deciding which winter coat to buy.
92. The way people search for information online is
changing. Increasingly, people are using voice
search on their smartphones, tablets or voice
assistants
93. Platform – OK Google, Google Home, Amazon
echo, Microsoft Cortana
94. Approach
• Optimize Your Local Listings
• 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
95. Target Long-Tail Keywords
• People don’t use voice search the same way they do regular search.
• If I’m typing something into Google on my phone, I’m not going to
type “how to earn money online.” That takes too much time. Instead,
type the exact keyword “earn money online” and choose from results.
• With voice search, though, it’s basically a conversation with your
phone. Long-tail keywords are a given.
96. Think How People
Speak
• Start brainstorming what kind of
natural language spoken questions
might bring people to your site.
• This is a different kind of long-tail —
it’s less about keyword variations and
more about real speech. Move
beyond regular long-tail keyword
research tools that pull up every
variation under the sun.
• Another great way to do this is by
using voice search yourself. Ask the
questions you brainstormed and see
what kind of content comes up.
97. India Case Study on voice search
• Future of Voice is Vernacular
Amazing use of AI by
@IndiaMART tech team to
enable voice searches Even
though only 4% of Mobile
searches are by voice yet, 50%
were in Hindi! 1 crore searches
happen on the platform every
month, voice searches will grow
exponentially in 2019-20
98. SEO success is achieved when consumers
find a brand’s content to be relevant, top
quality and valuable.
99. The best possible litmus test in my opinion is to
ask yourself, if SEO didn’t exist, would this
content/link still have value from a marketing
point of view? You know, if all you had to go on
was referral traffic, branding, trust signals etc…
100. 2019
• The future of great marketing isn’t just SEO or content. It’s putting
your customer’s needs first. And you have direct access to your
customers’ intent through search engines, like Google, where your
customers express their problems and desires every day.
• The rise of Accelerated Mobile Pages
• Mobile First Indexing
• Voice Search
• Artificial Intelligence (AI) makes its presence known
101. Top Trends
• 1. Your Customer is the Algorithm - Instead of trying to play to win
at search marketing, we should play to win our customers. By
making content your customer needs – content that solves their
problems – you will win the algorithm of the future.
• 2. Content & SEO Teams Become One - Companies will create a
unified team focused on a customer-first strategy.
• Customers over Content. Content Over Keywords. - Don’t optimize
for keywords. Optimize your content for your customers. Keywords
helps to understand your customer’s intent, however, focus on giving
them what they want