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