SEO is no longer about people finding your content. It's about your content finding your target audience.

1. Content Marketing
For SEO
Bernie Borges, CEO Find and Convert

2.  History of Search
 Future of Search
 The SEO Mindset
 SEO Best Practices
 Content Marketing for SEO
What You’ll Learn

3. History of Search

4. Origin of SEO: Google PageRank

5. Anchor Text in SEO

6. Baseball Analogy
Analogous to Post
Google Panda &
Penguin
People always seek
to find shortcuts….

7. Blog Networks
Marketers are no
different…

8. Article Marketing

9. Future of Search

10.  What does Google want?
 Provide answers to search intent and not just give links.
 Want to connect topic, ideas, people, places, things
 What is? When? Where are?
 Answers questions
 What is Pi?
 What is the harlem shake?
Future of Search

11.  How will Google connect all this data?
 Entities
 Google Authorship
 Synonyms (Topic based)
 Imagine a search engine that differentiates 101 level
content and 401 level content.
Future of Search

12. Knowledge Graph
 Answer 30% of users next
queries
 Connects the dots
between entities.

13.  Google is connecting authors that write quality content
(receives links, social, co-citations) and connecting them
with the vertical that they write in.
Google Authorship

14. Co-Citation = Content Marketing

15.  Co Citation is when a Brand is “cited” without a direct
link in context to the brand.
 Example: Coca Cola mentioned in articles regarding soft
drinks.
Co Citation
Excerpt from the Wall Street Journal.

17.  How does Google determine the authority of the
website?
 How does Google determine the quality of content?
 How does Google determine higher quality for 2
identical pieces of content?
 Answer: Links, Social, & Co Citations to a webpage.
Authority

18.  Google identifies high quality content through back-
links, social shares, co-citations.
 E.g., Faces of Meth
Effects of Content Marketing on SEO

19. The New SEO Mindset

20.  Write for humans
 Don’t write for search engines
 Quality of the content in context is KING
 Long form content prevails
 1000 words plus
 Be Marketers not Google Manipulators
 Be Awesome 
 Be Creative
The New SEO Mindset

21.  Create linkable assets
 Interview series
 Tools
 Contests
 Polls
 Cover current news events (in real time)
Creative Content Marketing for SEO

23. SEO Best Practices

24.  Webpages rank, not Websites
 Anticipate User Intent in a keyword search
 Closely related keywords can target the same page
 Cars, Autos, Automobile, Vehicle
 Blog Posts are good for Long Tail
Best Practices - Keywords for
Landing Pages

25. Keywords

26. “Digital Marketing Strategy Examples”

27. Silo Architecture / Landing Pages

28. Silo Architecture in Services Business

29. Keyword Approach - Shotgun not Sniper

30.  Be natural, be relevant
 Know your target audience
 If you do optimize content use synonyms But DO
NOT over-think, be human
 Link within, not among silos
 Images & videos enhance the quality of a post
Best Practices - Content

31.  How are URLs performing? (Not Keywords)
 Traffic
 Links
 Social
Best Practices - Content Performance

32.  They comment, share, and link to content. Helps
domain authority for discoverability.
 More importantly if the site gets hit by a future
update all traffic will not cease.
Best Practices – Build an Audience

33.  How will people find your awesome content?
 A) Either you have a huge audience
 B) Or outreach has to be done
 Create “remarkable” content
 Reach out to people & websites in your
vertical
 Leverage the employee team if possible
 Reach influencers
Best Practices - Promotion

34. Best Practices – Balanced Traffic
Sources

35.  Internal Links should be natural, for the user
 Can’t vote yourself up for competitive keywords
 Stay within a silo
 Internal Links should support a landing page.
 Blog posts can interlink with each other.
 The more internal links on a page the less link
juice is passed to each page.
Best Practices - Onsite

36.  Use appropriate meta data for images. Don’t just
stuff keywords in the image.
 Title and H2 should be different.
 Don’t over optimize URLs
 E.g., www.website.com/my-first-keyword-
1/second-keyword-here/third-keyword-here
Best Practices - Onsite

37. Use SEO Tools

38.  Create blog structure as
 Category - www.website.com/blog/name-of-
category
 Blog Post - www.website.com/blog/blog-post
 This prevents having duplicate content on site
if multiple categories are selected for a post.
Best Practices - Onsite

39. Blog Structure Categories

40. Content Marketing for SEO
(the nitty gritty)

41. • Start with the Goal
• Each content series or piece of content
• Sample Goals
• SEO
• Thought leadership
• Brand building
• Competitive differentiation
• Lead generation
• Attracting back links
• Tools, top 10 lists,
• “Newsjacking”
The Content Strategy

42. The Content Strategy
• 3 Key Elements
• Persona analysis
• Keyword strategy
• The content theme

43. • Three roles
• Producer
• Director
• Subject matter experts
Content Production Process

44. • Content Calendar
Content Production Process

45. • Repurpose Content
• Video
• Podcast
• White paper
• E-book
• Webinar
• Blog posts
Content Production Process

46. Optimizing Content

47. • Use Compelling Images
Optimizing Content

48. • Reference Others
• Interview Others
Optimizing Content

49. • Create a Pleasant Experience
Optimizing Content

50. Create a Pleasant Experience

51. Optimizing Content

52. Optimizing Content
• Link Back
• Link once or Twice

53. • Sharing is key
• Advertising
• Social sharing
• Blog comments
• Employee sharing
• Webinars
• Your network
Content Promotion

54. • Understand SEO
• Develop a Content Plan
• Follow a Process
• Content Sharing is Key
• It’s a Marathon not a Sprint
Content Marketing for SEO
Summary

55. Source: Kuno Creative

56. SEO is no longer about people finding
your content…It’s about your content
finding your target audience….
Bernie Borges

57. FREE E-BOOK

59.  The Future of Search
 http://www.slideshare.net/bernbay/future-of-search-18762675
 Anchor Text in SEO
 http://www.iacquire.com/blog/18-meta-tags-every-webpage-should-
have-in-2013/
 Over-optimization
 http://www.seomoz.org/blog/6-changes-every-seo-should-make-
before-the-over-optimization-penalty-hits-whiteboard-friday
 Content Performance
 http://uk.blueglass.com/blog/content-auditing/
 http://pointblankseo.com/scrape-rate
 http://ipullrank.com/scrape-rate-and-shareability-rate/
Sources

60.  Inbound Marketing: Google’s Sweet Spot
 http://www.kunocreative.com/blog/bid/70764/Why-
SEOs-are-Finding-Themselves-Reporting-to-Content-
Marketing
 Silo Architecture
 http://www.bruceclay.com/seo/silo.htm
 Landing Pages
 http://yoast.com/cornerstone-content-rank/
 Entities / Synonyms
 http://www.youtube.com/watch?feature=player_embedd
ed&v=NpnnXt7CHMU
 http://www.seobythesea.com/2013/01/insignificant-
terms-in-queries/
Sources

61.  CoCitation / CoOccurence
 http://www.seomoz.org/blog/prediction-anchor-text-is-
dying-and-will-be-replaced-by-cocitation-whiteboard-
friday
 http://www.seobythesea.com/2012/11/ranking-
webpages-relationships-co-occurrence-patent/
 http://www.seobythesea.com/2012/11/not-all-anchor-
text-is-equal-other-co-citation-observations/
 http://www.searchenginejournal.com/co-citation-and-co-
occurrence-the-next-big-thing-in-seo/60724/
Sources

62.  PageRank Definition
 http://www.smashingmagazine.com/2007/06/05/google-
pagerank-what-do-we-really-know-about-it/
 Matt Cutts
 http://www.theshortcutts.com/
 http://www.youtube.com/watch?v=JMY-iNnqUIo
 URLS
 http://www.not-implemented.com/urls-are-for-people-
not-computers/
Sources