whats new in seo and content marketing - evolving beyond links and keywords - integrated marketing...
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What’s New in SEO & Content Marketing: Evolving Beyond Links & Keywords
@eprokop1
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TopRank® Online Marketing Full service digital marketing agency• Content Marketing• SEO• Social Media Marketing• Influencer Marketing
Evan ProkopDigital Marketing Manager
@eprokop1
ABOUT ME
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WHERE WE’VE BEEN
WHERE WE ARE
WHERE WE’RE GOING
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Keyword
Keywor
dKeywordKeyword
KeywordKeyword
Keyword
Keyword
Keyword stuffing
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Cringe-worthy content
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Focus on desktop only
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PPC Social SEO
Siloed approach
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Though Shalt:• Stuff thy keywords
• Spam ye links
• Spread thy content thin
• Sequester SEO in yonder silo
• Hold desktop search abovest all
Ye Olde Ways of SEO
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ACTION PLAN
WHERE WE’VE BEEN
WHERE WE ARE
WHERE WE’RE GOING
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Mobile Friendly: NO LONGER A
‘NICE TO HAVE’
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BEING THE BEST ANSWER
Context
Search Volume
Searcher Intent
Relevance
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CONTENT ACROSS THE BUYING CYCLE
Attract Engage Convert
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SEO PPC Social
SEO: Part of a complete integrated
marketing mix
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Modern SEO
Customer centric approach:• Content optimized for the customer journey • Cross-device compatibility • SEO as a key piece of the integrated
marketing mix
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WHERE WE’VE BEEN
WHERE WE ARE
WHERE WE’RE GOING
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WHERE IS SEO GOING?
To understand where SEO is going, look where search is headed.
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Fast + cheap internet access
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Wi-Fi delivered by weather
balloons
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Self driving cars
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Minority Report level image /
object recognition
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Wearable tech (that doesn’t look
ridiculous)
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Future of Search• Beyond the query:
anticipatory search• Shift away from text
based content• From separate devices
to wearables• Natural language
search
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That’s cool, but what do I work on today?!?
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Preparing for the future
Making $$$ now
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Balance the New• Varied content types• New channels• ‘All in’ on mobile
With the Timeless• Technically sound website• Optimizing across the buying cycle• Great content
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SERVE UP GREAT CONTENT
CREATE GREAT
CONTENTSE
O
Search Engines Marketers
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THANKS!
Let’s Connect!Twitter
@eprokop1
LinkedIn www.linkedin.com/pub/evan-prokop/3b/a47/839
Consulting www.toprankmarketing.com
Blogwww.toprankblog.com