Content Strategy

and SEOFINDING OPPORTUNITIES TO BETTER PROMOTE YOUR

CONTENT VIA ORGANIC SEARCH.

PRESENTER: DAMIEN ELSING FROM CLCK DIGITAL

What will be covered?

What is search engine optimisation?

How SEO fits into your content strategy

Elements of SEO

Steps to good SEO when creating content

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What do we mean by “optimisation”?

Optimisation is not manipulation

It IS correct labelling of content to help the user

Making your website like a well-organised filing cabinet

SEO is an essential consideration in creating content including

products, services, and ongoing content such as blog posts

Without SEO you are wasting resources on creating content

because less people will be able to find the content

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How do we use SEO in our content

strategy?

SEO should be a consideration at all stages including:

Overall strategy (planning, goal-setting, etc.)

Topic research (deciding what to create content about)

Production (using best practices while writing/creating content)

Publishing (ensuring all on-page elements are optimised)

Promotion (getting links back to your content)

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Elements of SEO

Keyword research (what to target?)

On page (meta-data, page titles, headings, body copy)

Off page (people linking to your content)

Incoming links are still the single most important factor in ranking your content.

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Keyword Research

Used for finding topics to write about

Start with a hypothesis

Find “long tail”, low competition opportunities – sweet spot/niche

Use tools such as:

Google Adwords keyword planner

Related searches (at bottom of page)

Google Suggest (suggestions while typing)

Google Trends

Paid resources such as HubSpot, Moz, SEMRush, etc.

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Related searches

Google Suggest

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Topic Ideas

Use the data found during keyword research to come up with

topics to create content around

Investigate competitor (or top search results) on your chosen topic

to find current best content

Improve on best content:

More depth (longer)

Better written

Better formatted (subheads, bullets, numbers, images)

Another medium (video, infographic, etc.)

Additional resources (ties in with lead gen)

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Content Creation

Once you have your keywords and topic, start writing

Create outline first including intro, body, conclusion, subheads

Don’t overuse your keywords, but do use them where appropriate, and use synonyms wherever possible (just good writing)

Format your content well and make it easy to scan – bullets,

numbered lists, bold, pull-quotes, subheads

Use images (e.g. screenshots, graphs, or Canva images)

Longer is better (aim for 1200+ words if topic warrants it)

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On-page Optimisation

Meta-data

Title (most important on-page element)

Description (not a ranking factor but useful for click-throughs and social)

Keywords

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On-page Optimisation (cont.)

“H” Tags – usually H1 same as title, H2 are subheads

Tags/categories (one category, 2-3 tags)

URL (include keywords, keep it short)

Images – descriptive titles, alt text, descriptions

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Off-page optimisation

Getting links!

Best practice now is quality over quantity

Social (sharing) links are a factor but are normally “no follow”

Quick wins are (quality) directory entries and full social profiles

Your own links matter too! (internal linking between other articles

and product pages)

Repurpose content for multiple channels (e.g. video, slideshare,

audio, etc.)

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Questions?

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Resources:

Hubspot blog optimisation guide:

http://offers.hubspot.com/customer-resource-seo-worksheet

Adwords keyword planner:

https://adwords.google.com/KeywordPlanner

Canva: https://www.canva.com/

Questions/comments:Email: damien@clck.com.au

Twitter: @damienelsing

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