Content Marketing Strategy

How The Google Core Update Affects Content Marketers

Google algorithm update Google Update August 2018

UNDER-REWARDED SITES

Google has confirmed yet another broad core update.

Google has previously said these updates reward previously "underrewarded" sites.

Which leads towards to an algorithm calibration for a better understanding of search intent. “Rank loss is not indicative of poor quality” - RANK RANGER

For more info: https://www.rankranger.com/google-algorithm-updates https://twitter.com/searchliaison https://searchengineland.com/google-confirms-broad-search-algorithm-update-is-rolling-out-302982

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Let’s take action! Mobile First Index, Voice Search, UX and Content are some of the most important ranking factors in 2018. In this presentation we will focus on developing an adaptive Content Marketing Strategy...

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Think about Semantics and Intent as you Adapt Your SEO for Mobile & Voice ￮

More people are talking TO their phones

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More people are using virtual assistants

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“Hey Google…how do I”

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“Siri, find the nearest…”

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“Alexa, what’s the difference between…”

Virtual assistants are now a point of sale (POS) 4

Search queries are more semantic Featured Snippets Go For Intent, not Exact Matches

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Eliminate Zombie Pages Remove/revise poor quality zombie pages.

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Zombie Pages are pages on your site that don’t provide any value” - Brian Dean

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Zombie pages samples ￮ ￮ ￮ ￮ ￮ ￮ ￮

Old/outdated blog posts and press releases Category and tag pages Internal search result pages Thin content pages Ecommerce product pages with zero sales/sold inventory Pages with duplicate content Orphan pages no longer needed or bloopers

Hint: Type in site:domain.com in Chrome to detect zombie pages that are indexed. Compare this to your sitemap… 8

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Pillar content

Create in depth and thorough content specifically for broad keywords

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Topic cluster technique Pillar Page

Cluster Content

A pillar page covers all aspects of the topic on a single page.

Each cluster topic page for the pillar focuses on providing more detail for a specific long-tail keyword related to the main topic.

Pillar pages broadly cover a particular topic, and cluster content should address a specific keyword related to that topic in-depth. Source: hubspot.com

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Topic cluster structure

The pillar links to each cluster page and each cluster page links back to the pillar with the same hyperlinked keyword.

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SEO THE ULTIMATE GUIDE - H1 BROAD KEYWORD Introduction Paragraph. This paragraph should include your target keyword and should preview what the content will be about and what should the reader expect. Table of contents: ● Definition of SEO ● Overview ● White hat vs black hat ● On-Page SEO ● Off-Page SEO

# Links to a section of your page

Must have list: Sub headings Bullet points Multimedia Alt tags on images CTR optimized meta tags Clean paragraphs: 1 sentence per paragraph Internal linking to cluster pages.

Pillar Page Format / Sample 12

What does a pillar page look like? Sample 1 https://neilpatel.com/what-is-seo/

Sample 2 https://www.typeform.com/blog/guides/brand-awareness/

Sample 3 https://www.matthewbarby.com/customer-acquisition-strategies/

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Thanks! Any questions? Bob Weber Digital Marketing Consultant direct: 610-688-8790 email: [email protected] visit us at: www.wsidigitalwiz.com 14