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| SEO 201 1
Content Optimization
& Strategy
| SEO 201 2
Andy Thomson
SEO Specialist@andythomson99
Today’s Presenters
Taylor Pettis
Sr. Marketing Manager@tpettis
linkd.in/1dsZJAa
| 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.
| SEO 201 4
Content Marketing:GET PEOPLE TO SEE YOUR CONTENTContent Strategy:DATA-DRIVEN CONTENT CREATION
You will need data and creativity to succeed with content
WHAT IS CONTENT?
| SEO 201 6
IS CONTENT WORTH THE INVESTMENT?
| SEO 201 8
410 URLs indexed320 keywords ranking4.7k estimated monthly traffic$2k estimated monthly traffic cost
…OF COURSE!
| SEO 201 9
1 URL12 keywords ranking23 estimated monthly traffic$37 estimated monthly traffic cost
Every penny counts!
What you’ll learn:
• Basic Website Organization• Keyword Research & Application• Content Marketing/Promotion
BASIC WEBSITE ORGANIZATION
| SEO 201 12
Website Biology…
| SEO 201 13
Website HierarchyHome Page
Secondary Navigation
Tertiary Navigation
Product or Service Page
| SEO 201 14
Example…
| SEO 201 15
Website Taxonomy
| SEO 201 16
Website Taxonomy
| SEO 201 17
| SEO 201 18
Human readableConciseLowercase (or consistent capitalization)Trailing slash (/) consistencyUse dash: – Not underscore: _
URL Structure
| SEO 201 19
www.piragis.com
Let’s build a URL!
+ /canoes-kayaks/+ /wenonah/
+ /boundary-waters-17/
www.piragis.com/canoes-kayaks/wenonah/boundary-waters-17/
| 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
| 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
BASIC WEBSITE ORGANIZATION
Website Hierarchy/ OrganizationURL StructureInternal Linking
| SEO 201 23
KEYWORD RESEARCH
| SEO 201 24
Keyword Research Tools
| 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)
| SEO 201 26
Keyword Research
1. Sign-up or Sign-in to Google AdWords.
| SEO 201 27
2. Enter term you want to target.
3. Ensure your targeting is correct.
4. Get ideas.
Keyword Research
| SEO 201 28
Keyword Research
5. Select a few keywords to target based on relevancy and average monthly searches.
| SEO 201 29
Keyword Research
5.1 Selecting the right keywords.
Things to consider:1. Relevancy2. Average monthly
search volume3. Competition
| SEO 201 30
Keyword Research
“sleeping bags”Cold WeatherKeyword MS
Vcold weather sleeping bag
260
winter sleeping bag
210
warm sleeping bags
170
APPLYING KEYWORD RESEARCH
| SEO 201 32
Applying Keyword ResearchWhat 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)
| 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
| 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
KEYWORD RESEARCH
How to do keyword researchHow to apply keyword research
CONTENT MARKETING STRATEGY, EXECTUTION &
PROMOTION
| 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.
UNDERSTAND YOUR USER
| SEO 201 39
PersonasWho is your target audience?
Before you create content, understand…
| SEO 201 40
PersonasWho is your target audience?
Get to know your audience!
Age range
Gender
Income Range
Interests
DislikesPain Points
| SEO 201 41
Buying CycleWhat steps do they take in the conversion process?
Before you create content, understand…
| 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
| SEO 201 43
Content Inventory & Gap AnalysisURL Casual
CamperAwareness
Interest
Consideration
Purchase Intent
www.campingwebsite.com/article/how-to-pick-a-sleeping-bag/
x x
www.campingwebsite.com/sleeping-bags/adult/
x x x
Awareness
Interest
Consideration
Purchase Intent
Casual Camper
15 17 10 5
Extreme Camper
11 2 7 13
BLOGGING & CONTENT CALENDAR CREATION
| SEO 201 45
BlogVideoProduct/Service PageInteractive toolGraphic
Create the right type of content for your audience.
| 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…
| SEO 201 47
Content Calendar
http://www.verticalmeasures.com/content-editorial-calendar-template/
This should be
informed by
keyword research!
| SEO 201 48
Content Calendar
https://docs.google.com/spreadsheet/ccc?key=0AsKxtai-b7NqdGdqODJyd0xwc0xTQ3h4M2I3aUlPSWc&usp=sharing#gid=0
| SEO 201 49
Content Promotion
Social Media
PPC
Newsletters
| SEO 201 50
Content Promotion
CONTENT STRATEGY
Personas & the Buying CycleContent Inventory & Gap AnalysisContent Calendar & BloggingContent Promotion
REVIEW
| SEO 201 53
Website OrganizationWebsite Hierarchy/ OrganizationURL StructureInternal Linking
Keyword Research How to do keyword researchHow to apply keyword research
Content StrategyPersonas & the Buying CycleContent Inventory & Gap AnalysisContent Calendar & BloggingContent Promotion
Review
| 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.
| SEO 201 55
Measurement and Improvement
| SEO 201 56
Questions?