The Different Worlds of SEO and Content Strategy
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For Converge 2015 in New Orleans. A look at how content strategy and SEO are different, but have lots of overlap.
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The Different Worlds of SEO and Content Strategy
- 1. The Different Worlds of SEO and Content Strategy Matthew Brown – Moz - @MatthewJBrown
- 3. Who the heck is this dude? SEO since 2003 Director of Search at New York Times 2005-2010 Products @ Moz
- 4. 10 blue links were common
- 5. Ranking was less complicated
- 6. Now Google looks like this
- 7. And they are not big fans of SEO
- 8. Google’s advice for Content/SEO https://www.youtube.com/watch?v=y8s6Y4mx9Vw
- 10. Our reaction: MAKE MORE CONTENT
- 11. Content Strategy: The strategic planning and management of content creation and distribution for maximum effectiveness. Content strategy involves elements of user experience – designing content that is user-friendly and meets user needs. Source: Loz James - http://bit.ly/1rjf2g2
- 13. 2.5 Million Blog Posts Daily Source: Worldometer/Technorati
- 15. 67% of marketers deem blog posts or articles as the most effective content format
- 16. Content Strategy and Content Curation
- 19. FB: 25% of social traffic. 1.3M shares/min http://bit.ly/1LCSdl6
- 22. Source: Wikihow
- 23. May I interest you in some content?
- 24. 79% of marketers report their orgs are shifting to branded content Source: Forrester Research
- 25. NYT paid post was 35% of their shares in the vertical Source: Hubspot
- 26. NPR paid post was 55% of their shares in the vertical Source: Hubspot
- 27. This makes life harder for Google
- 28. What the hell is “great content”? (and is it SEO?)
- 29. Target a specific persona Moz’s SEO cheat sheet http://bit.ly/1HyQXN5
- 30. Recent and Relevant Chegg - http://bit.ly/cheggcontent
- 32. The unicorn: 10X content Moz’s Beginner’s Guide http://bit.ly/1GRCya4
- 33. A great list of “10X content” http://bit.ly/10Xcontent
- 35. Make it about me
- 37. Break the standard article template
- 39. This isn’t out of reach Scroll Page Horizontally with Mouse Wheel http://bit.ly/1IIaQCj
- 42. It makes hard concepts fun to grasp
- 43. Linkable assets
- 44. It knows its personas
- 45. Attention span
- 47. It's about me
- 48. It hit all the distribution channels
- 49. You need a content goal
- 50. This is NOT a content goal
- 53. How network diffusion works http://bzfd.it/1GTi2u1
- 55. Old way: Get all the links and shares to the hub
- 56. New way: Publish to all the streams that work for your audience
- 58. You’ve got precious little time for initial PVs
- 59. It improves a little if your traffic is 20% social
- 63. Content types that create loyalty http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder
- 64. The bad news: It can take 12-17 months Source: Content Marketing Institute
- 65. Tools: Content Audits Great guides here from ipullrank, Buffer, and Inflow
- 66. SEMrush Tools: SEMRush to check competition
- 67. Tools: ROI Calculator for scope Siege Media
- 68. Tools: Buzzsumo for measurement Buzzsumo
- 69. Tools: Rolled-up metric to track
- 70. Moz Content Coming soon: Automation for these content challenges
- 73. The good news: Google is headed where you’re headed