Seo context in online marketing
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SEO is Content in Context. Some valuable information and learning in contextual search, the semantic web and where content fits in online marketing.
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Seo context in online marketing
- 1. What you should know about good content and SEO: CONTEXT. @primaryposition
- 2. My name is David Quaid and I’ve been working in online marketing since 1996. I’ve worked for lots and lots of companies, big and small, all over Currently I the world. I’m not going head up to bore you with the Primary Position, an details. But I know a SEO and PPC thing or two about online agency based marketing. in Ireland.
- 3. What have we heard so far?
- 4. What have we heard so far? Good content Content is king Users love it Google loves it
- 5. We lack a proper definition for Good Content
- 6. We lack a proper definition for Good Content We all have a different perspective.
- 7. There are many myths about SEO There are many for content writing too
- 8. Content must be gripping In other words, stuff I like
- 9. Content should be serious In other words, stuff I like
- 10. Content should be popular And never offend?
- 11. Content is defined by the user’s perspective. Not yours. We need to stop pitching and start listening. If you are not the customer, then the content is not for you,…..
- 12. Web visitors are expensive Different valuation models exist but we value an average visitor from €1 and we value targeted visitors from €50 and up.
- 13. Web visitors are never random We keep thinking of viral effects and random stumbles. Traffic doesn’t work this way.
- 14. Web visitors are never random or viral The early era of web design was dominated by thinking like this:
- 15. My new Sellotape website is so awesome…
- 16. The hope that your design/content/video will go viral
- 18. Because need + perspective + location +timing = context
- 19. Understand the user journey
- 20. Understand the user journey You might know where you want them to go, but they can get lost easily
- 21. Understanding the user journey Is the least appreciated problem in online marketing
- 22. How will the user find you, not how will you know who the user is
- 23. Random stumble?
- 24. Random stumble? (this is how most content writers hope they’ll be found)
- 25. I just want to buy something. Anything
- 26. I just want to buy Do you something. Anything assume consumers are like this?
- 27. Try to solve a problem!
- 28. I’m not sure about reading, I just need This is help closer to reality
- 29. I need a pizza. Here. Now Context
- 30. Content alone isn’t marketing
- 31. Getting people to content is the challenge. Because we don’t have the channels (read this carefully)
- 32. Creating routes to content = marketing
- 33. Channels Platform + Content +/= Audience
- 34. Content
- 35. New Platforms
- 36. Audience You have platforms but where’s the audience?
- 37. Challenges So now we can produce brilliant content. From our keyboards Photos and videos Thoughts, ideas, …..
- 38. Challenges So now we can produce brilliant content. From our keyboards Photos and videos Thoughts, ideas, ….. There are now over 30 Trillion* web pages * Source: Google
- 39. Challenges Google sits between your site content and your intended target. Why YOU? (from 30 trillion other pages)
- 40. Challenges Google* sits between your site content and your intended target. *Unless you’re a paid up member of the flat earth society and don’t believe in search engines.
- 41. Challenges Google* sits between your site content and your intended target. *Unless you’re a paid up member of the flat earth society and don’t believe in search engines. Which is totally fine with us by the way.
- 43. Challenges Your Content Your target
- 44. Challenges Your Content Your target
- 45. Challenges Your Content Your target Your new best friend?
- 46. Challenges Your Content Your target Or your worst nightmare?
- 47. How does Google Read your content?
- 48. How does Google Read your content? Well, probably not how you’d hope
- 51. Just some sample myths #1 .com doesn’t mean instant .global just add water .com means .commercial and 90% of the time is localised just like .ie or .co.uk
- 52. Just some sample myths #2 Search engines don’t “love” fresh content 10 year old pages will rank just fine. News items or items that deserve new content = QDF (Query Deserves Freshness)
- 53. Just some sample myths #3 Blogging more = more ranking If you don’t understand Authority, how to grow it and how blogging about different topics makes your site narrower and dilutes the value of your Authority+Relevance, then you’re probably in for a huge dissappointment
- 54. So how does Google See your content?
- 55. How does Google View your content? What people search for and when = context. What shows = what Google wants
- 56. Google already has tons and tons of content about everything Writing more of it doesn’t make you stand out any more
- 57. Firstly: if people find you and then jump back to search, you can be sure that Google knows…
- 58. Well Jim, they didn’t like that site! No, not at all so lets send them some where else next time And its not going to repeat that mistake often….
- 59. Secondly, Google doesn’t read. It doesn’t care about grammar, spelling or prose. It doesn’t have a taste. It’s equally ambivalent about Shakespeare and Fifty Shades of Grey.
- 60. Secondly, Google doesn’t read. It doesn’t care about grammar, spelling or prose. It doesn’t have a taste. It’s equally ambivalent about Shakespeare and Fifty Shades of Grey.
- 61. Most would be content writers think that content found in a web forum like www.boards.ie is terrible
- 62. Most would be content writers think that content found in a web forum like www.boards.ie is terrible And it probably/generally can be.
- 63. Google loves User Generated content. It likes 3rd part validation. Not just reviews But comments and posts And connectivity
- 64. User Generated Content ? Typos? Frickin Awesome!
- 65. Another way to think about this…. Is to ask how doesn’t Google view your content
- 67. This does not happen at Google when you publish your blog posts. Ever.
- 68. So you wanna be a content writer eh?
- 69. So you wanna be a content writer eh? Well step right up pilgrim!
- 70. Developing a Top Strategy for content development for Search Marketing** **No flat earth society types need apply
- 71. Developing a Top Strategy for content development for Search Marketing** Share your expertise Don’t think of this as free education **No flat earth society types need apply
- 72. Share your expertise Don’t think of this as free education
- 73. Share your expertise Make people understand how much you know in order to become where you are
- 74. .
- 75. Tell a story But tell your story. Not somebody elses…
- 76. Pay it forward Help people. Be Genuine. They will appreciate it.
- 77. Be Targeted
- 78. Don’t go splatter gun Just because someone told you to use the Keywords tool doesn’t make it OK to write about everything that’s trending
- 80. That’s just spammy Writing about popular stuff to get visits is the modern equivalent of keyword stuffing.
- 81. That’s just spammy Writing about popular stuff to get visits is the modern equivalent of keyword stuffing. Google’s watching you
- 82. In fact, here’s a top tip: If you have content with a high bounce rate or low click-throughs – then consider killing it or marking it for NoIndex.
- 83. In fact, here’s a top tip: If you have content with a high bounce rate or low click-throughs – then consider killing it or marking it for NoIndex. You’re not buying into this are you?
- 84. How many times have you seen yours or someone else's privacy statement rank?
- 85. How many times have you seen yours or someone else's privacy statement rank?
- 86. Because people don’t Understand Authority + Relevance They end up doing silly stuff. Like ranking their Privacy statement.
- 87. Because people don’t won’t Understand Authority + Relevance They end up doing silly stuff. Like ranking their Privacy statement.
- 89. Worrying about content Start thinking about Context
- 90. You probably don’t know this but Google have gone on record about it When Google finds your site, it gives you a “crawl allowance.” This is based on your Authority This is time based
- 91. This is fine if the allotted time is enough to crawl your site
- 92. But very frustrating if you start growing your content without growing your authority
- 93. Your site content must be relevant and the site structure built to support it or it will just get ignored
- 94. Content that has a high bounce rate will simply get removed. Content that doesn’t fit will just ignored
- 95. If nobody links to it, then Google thinks its probably not of much importance =Authority
- 98. The problem with Google is that its so good at solving complicated search and context issues that most people don’t even have to think about it.
- 99. There was a belief, especially in academic circles, that semantic web would somehow replace Google
- 100. But Google have already invented the perfect semantic search Google returns map, flight times, currency conversions, translations and even cinema timetables in real time search
- 102. Authors have an inherent bias towards their own content. And it can be a little difficult to understand why not everyone loves their content. Or even cares. Content is emergent, not rigid
- 103. A search for “Champions League” is a different search from yesterday… Because different teams are playing but in the same championship. The user knows that. So does Google.
- 104. Google’s value add is that it ignores the Author’s bias. That’s why it ignores meta data for ranking.
- 105. Google understands context. Do you? Please say hi @primaryposition on twitter And visit our website at Primaryposition.com