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