SEO 201: Content Optimization and Strategy

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1. | SEO 201 1 2. | SEO 201 2 Chrissi Reimer SEO Specialist @ChrissiReimer Todays Presenters Taylor Pettis Sr. Marketing Manager @tpettis linkd.in/1dsZJAa 3. | SEO 201 3 SEO 101: Ensure your site is accessible to search engines. SEO 201: Ensure your site is relevant and useful to your visitors. 4. | SEO 201 4 Content Marketing: GET PEOPLE TO SEE YOUR CONTENT Content Strategy: DATA-DRIVEN CONTENT CREATION 5. WHAT IS CONTENT? 6. | SEO 201 6 7. IS CONTENT WORTH THE INVESTMENT? 8. | SEO 201 8 410 URLs indexed 320 keywords ranking 4.7k estimated monthly traffic $2k estimated monthly traffic cost OF COURSE! 9. | SEO 201 9 1 URL 12 keywords ranking 23 estimated monthly traffic $37 estimated monthly traffic cost Every penny counts! 10. What youll learn: Basic Website Organization Keyword Research & Application Content Marketing/Promotion 11. BASIC WEBSITE ORGANIZATION 12. | SEO 201 12 Website Biology 13. | SEO 201 13 Website Hierarchy Home Page Secondary Navigation Tertiary Navigation Product or Service Page 14. | SEO 201 14 Example 15. | SEO 201 15 Website Taxonomy 16. | SEO 201 16 Website Taxonomy 17. | SEO 201 17 18. | SEO 201 18 Human readable Concise Lowercase (or consistent capitalization) Trailing slash (/) consistency Use dash: Not underscore: _ URL Structure 19. | SEO 201 19 www.piragis.co m Lets build a URL! + /canoes-kayaks/ + /wenonah/ + /boundary-waters-17/ www.piragis.com/canoes-kayaks/wenonah/boundary-waters-17/ 20. | SEO 201 20 Internal links create a path for users to follow & helps search engines find your pages. Use consistent versions of URLs. (Avoid variations in capitalization & trailing slashes.) Internal Linking 21. | SEO 201 21 Link strategically to indicate which pages are the most important. Link consistently. (Use the same URL. Avoid mixed- case URLs and inconsistent trailing slashes.) Internal Linking 22. BASIC WEBSITE ORGANIZATION Website Hierarchy/ Organization URL Structure Internal Linking 23. | SEO 201 23 KEYWORD RESEARCH 24. | SEO 201 24 Keyword Research Tools 25. | SEO 201 25 1. Sign-up or Sign-in to Google Adwords. 2. Enter term you want to target. 3. Ensure your targeting is correct. 4. Get ideas. 5. Select a few keywords to target based on relevancy and average monthly searches. 6. Apply terms to page. Keyword Research How-to: (Using Google Adwords Keyword Planner) 26. | SEO 201 26 Keyword Research 1. Sign-up or Sign- in to Google Adwords. 27. | SEO 201 27 2. Enter term you want to target. 3. Ensure your targeting is correct. 4. Get ideas. Keyword Research 28. | SEO 201 28 Keyword Research 5. Select a few keywords to target based on relevancy and average monthly searches. 29. | SEO 201 29 Keyword Research 5.1 Selecting the right keywords. Things to consider: 1. Relevancy 2. Average monthly search volume 3. Competition 30. | SEO 201 30 Keyword Research sleeping bags Cold Weather Keyword MS V cold weather sleeping bag 260 winter sleeping bag 210 warm sleeping bags 170 31. APPLYING KEYWORD RESEARCH 32. | SEO 201 32 Applying Keyword Research What should you optimize? page title (50-60 characters) meta descriptions (70-155 characters) heading tags (have only one H1!) on-page content (target 2-4 terms per page) 33. | SEO 201 33 Page Title: Unique and descriptive. Approx. 55 character limit. Test with Moz tool. Example: Keyword 1 | Keyword 2 | Brand Name Meta Description: Click- enticing, unique description of the page. Keep within a 70 - 155 character limit. Off-Page Elements 34. | SEO 201 34 H1 Heading: Unique and descriptive Page Copy: Descriptive, unique, and keyword rich Alt Image Text: Descriptive and keyword rich On-page Elements 35. KEYWORD RESEARCH How to do keyword research How to apply keyword research 36. CONTENT STRATEGY & PROMOTION 37. | SEO 201 37 Understanding who your user is, What is a content strategy? + = what problems they have that you are able to solve, and finding a way to solve those problems. 38. UNDERSTAND YOUR USER 39. | SEO 201 39 Personas Who is your target audience? Before you create content, understand 40. | SEO 201 40 Personas Who is your target audience? Get to know your audience! Age range Gender Income Interests Dislikes Pain Points 41. | SEO 201 41 Buying Cycle What steps do they take in the conversion process? Before you create content, understand 42. | SEO 201 42 Match existing content to personas and steps in the buying cycle. Identify areas that lack content and fill gaps. Content Inventory & Gap Analysis 43. | SEO 201 43 Content Inventory & Gap Analysis URL Casual Camper Awarenes s Interes t Considerati on Purchase Intent www.campingwebsite.co m/article/how-to-pick-a- sleeping-bag/ x x www.campingwebsite.co m/sleeping-bags/adult/ x x x Awarenes s Interes t Considerati on Purchase Intent Casual Camper 15 17 10 5 Extreme Camper 11 2 7 13 44. BLOGGING & CONTENT CALENDAR CREATION 45. | SEO 201 45 Blog Video Product/Service Page Interactive tool Graphic Create the right type of content for your audience. 46. | SEO 201 46 You have an actively engaged community (or the potential for one). You have the resources to commit to regular content creation. You have something great to say! You should consider a blog if 47. | SEO 201 47 Content Calendar http://www.verticalmeasures.com/content-editorial-calendar-template/ 48. | SEO 201 48 Content Calendar https://docs.google.com/spreadsheet/ccc?key=0AsKxtai- b7NqdGdqODJyd0xwc0xTQ3h4M2I3aUlPSWc&usp=sharing#gid=0 49. | SEO 201 49 Content Promotion Social Media PPC Newsletters Email 50. | SEO 201 50 Content Promotion 51. CONTENT STRATEGY Personas & the Buying Cycle Content Inventory & Gap Analysis Content Calendar & Blogging Content Promotion 52. REVIEW 53. | SEO 201 53 Website Organization Website Hierarchy/ Organization URL Structure Internal Linking Keyword Research How to do keyword research How to apply keyword research Content Strategy Personas & the Buying Cycle Content Inventory & Gap Analysis Content Calendar & Blogging Content Promotion Review 54. | SEO 201 54 SEO 101: Ensure your site is accessible to search engines. SEO 201: Ensure your site is relevant and useful to your visitors. 55. | SEO 201 55 Measurement and Improvement 56. | SEO 201 56 Questions?