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SEO & Content Marketing Master Class - Anil Kumar Singh, NEO Media World

  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?
  5. More Consumers Start and Finish Searches on Multiple Devices
  6. Google Evolved Via Avinash Kaushik
  7. 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
  8. Where Do People Search?
  9. Don’t Ignore Search Channels Just Because They’re Not Google
  10. Indian Languages Internet Users
  11. Internet users English vs Regional
  12. Indian Language enabled internet ecosystem
  13. 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.
  14. 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.
  15. 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.
  16. 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.
  17. 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
  18. 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.
  19. 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
  20. 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.
  21. Reading Searcher Mind Identifying a Searcher’s Intent
  22. Search Engine Job ? Placed Query intent into Categories Informational, Navigational, Transactional.
  23. 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
  24. 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
  25. 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.
  26. 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
  27. 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. •
  28. 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.
  29. 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
  30. 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.
  31. SEO brings high-value results as user intent is high: WANT > SEARCH > GET INFO > BUY.
  32. 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.
  33. 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
  34. focus on topics that you want to cover
  35. 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.
  36. 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
  37. Take data from your internal Site Search.
  38. Quora
  39. 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?
  40. 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.
  41. 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.
  42. 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.
  43. 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
  44. How Google treats links and how it processes them and factors them into rankings ?
  45. If Google sees that a lot people are sharing your content, it considers it as potential QUALITY.
  46. 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
  47. Develop content using keywords The more keyword-rich content a brand generates, the more search engines will throw content pertaining to the brand
  48. 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
  49. Content
  50. How do I build my content?
  51. Stop selling. Start helping!!
  52. Write for Humans, Optimize for Machines
  53. “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
  54. Great content is only great if it gets found (but if it gets found and isn’t great – that’s a problem too)
  55. 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%
  56. 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.
  57. One of the goals of SEO is to better help search engines understand what your content is about.
  58. Optimize Your Content for You Customers and Not for the Search Engines
  59. 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.
  60. 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?
  61. 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.
  62. Quality content is worth more than quantity.
  63. 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.
  64. 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.
  65. 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)
  66. 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
  67. 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
  68. 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
  69. 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.
  70. 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
  71. 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.
  72. 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.
  73. Use Structured data for content
  74. 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).
  75. 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.
  76. 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
  77. 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
  78. 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
  79. 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?”
  80. 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.
  81. 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.
  82. Content for Voice Search Road Ahead for SEO
  83. 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.
  84. 20% of mobile searches are voice ComScore predicts that by 2020, 50% of all searches will be voice searches.
  85. 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.
  86. Different ways in which teens and adults using voice search
  87. The way people search for information online is changing. Increasingly, people are using voice search on their smartphones, tablets or voice assistants
  88. Platform – OK Google, Google Home, Amazon echo, Microsoft Cortana
  89. 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
  90. 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.
  91. 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.
  92. 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
  93. SEO success is achieved when consumers find a brand’s content to be relevant, top quality and valuable.
  94. 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…
  95. 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
  96. 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
  97. Q&A THANK YOU Twitter : @anilkumarsingh , Linkedin : https://www.linkedin.com/in/anilkumarsingh