SEO - 201: Content Optimization and Strategy

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<p>SEO 101 for EmersonProcess</p> <p>Content Optimization&amp; Strategy</p> <p>| SEO 201#</p> <p>Andy ThomsonSEO Specialist@andythomson99Todays PresentersTaylor PettisSr. Marketing Manager@tpettislinkd.in/1dsZJAa</p> <p>| SEO 201#</p> <p>SEO 101: Ensure your site is accessible to search engines.</p> <p>SEO 201: Ensure your site is relevant and useful to your visitors. </p> <p>| SEO 201#3</p> <p>SEO 101 RecapFix the foundational elements first, then focus on contentWithout a foundation in place, your content cannot be found and will not drive visits or conversions.You can look back for these presentations3</p> <p>Content Marketing:GET PEOPLE TO SEE YOUR CONTENTContent Strategy:DATA-DRIVEN CONTENT CREATIONYou will need data and creativity to succeed with content</p> <p>| SEO 201#4</p> <p>4</p> <p>What is Content?</p> <p>| SEO 201#</p> <p>| SEO 201#Content is essentially anything a user consumes on your website.</p> <p>Is Content worth the investment?</p> <p>| SEO 201#</p> <p>410 URLs indexed320 keywords ranking4.7k estimated monthly traffic$2k estimated monthly traffic costOF COURSE!</p> <p>| SEO 201#</p> <p>1 URL12 keywords ranking23 estimated monthly traffic$37 estimated monthly traffic cost</p> <p>Every penny counts!</p> <p>| SEO 201#If you consider what it would cost to rank for these keywords in PPC ads, you are saving $37 per month which is almost $450 per year. Depending on how much the piece of content costs you to make, content pays for itself in no time.</p> <p>What youll learn:Basic Website OrganizationKeyword Research &amp; ApplicationContent Marketing/Promotion</p> <p>| SEO 201#Basic Website Organization</p> <p>| SEO 201#</p> <p>Website Biology</p> <p>| SEO 201#</p> <p>Website Hierarchy</p> <p>Home PageSecondary NavigationTertiary NavigationProduct or Service Page</p> <p>| SEO 201#Example</p> <p>| SEO 201#Website Taxonomy</p> <p>| SEO 201#Website Taxonomy</p> <p>| SEO 201#</p> <p>| SEO 201#</p> <p>Human readableConciseLowercase (or consistent capitalization)Trailing slash (/) consistencyUse dash: Not underscore: _ URL Structure</p> <p>| SEO 201#</p> <p>www.piragis.com </p> <p>Lets build a URL!+ /canoes-kayaks/</p> <p>+ /wenonah/</p> <p>+ /boundary-waters-17/</p> <p>www.piragis.com/canoes-kayaks/wenonah/boundary-waters-17/</p> <p>| SEO 201#</p> <p>Internal links create a path for users to follow &amp; helps search engines find your pages.</p> <p>Use consistent versions of URLs. (Avoid variations in capitalization &amp; trailing slashes.)</p> <p>Internal Linking</p> <p>| SEO 201#</p> <p>Link strategically to indicate which pages are the most important. </p> <p>Link consistently. (Use the same URL. Avoid mixed-case URLs and inconsistent trailing slashes.) </p> <p>Internal Linking</p> <p>| SEO 201#</p> <p>Basic Website Organization</p> <p>Website Hierarchy/ OrganizationURL StructureInternal Linking</p> <p>| SEO 201#That covers the basics of how users and search engines interact with the pages on your website. Now lets talk about creating the actual content on your website with data to support it.</p> <p>KEYWORD RESEARCH</p> <p>| SEO 201#</p> <p>Keyword Research Tools</p> <p>| SEO 201#</p> <p>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.</p> <p>Keyword Research How-to:(Using Google Adwords Keyword Planner)</p> <p>| SEO 201#</p> <p>Keyword Research1. Sign-up or Sign-in to Google AdWords.</p> <p>| SEO 201#</p> <p>2. Enter term you want to target.</p> <p>3. Ensure your targeting is correct.</p> <p>4. Get ideas.</p> <p>Keyword Research</p> <p>| SEO 201#</p> <p>Keyword Research5. Select a few keywords to target based on relevancy and average monthly searches.</p> <p>| SEO 201#</p> <p>Keyword Research5.1 Selecting the right keywords.</p> <p>Things to consider:RelevancyAverage monthly search volumeCompetition</p> <p>| SEO 201#Both SEMrush and moz have keyword difficulty tools to help.Google the term you want to rank for- can you beat those pages? USE INCOGNITO WINDOWS TO AVOID PERSONALIZED SEARCH RESULTS</p> <p>Keyword Researchsleeping bags</p> <p>Cold WeatherKeywordMSVcold weather sleeping bag260winter sleeping bag210warm sleeping bags170</p> <p>| SEO 201#Identify themes and put together a short list per page.You can also perform another search to refine your list and find other related terms.KW Research differs based on the purpose. A product page is more specific, blog ideas can be broader and more of a discovery, etc</p> <p>Applying Keyword research</p> <p>| SEO 201#</p> <p>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)</p> <p>| SEO 201#You can use keyword research as topical discovery as we just covered. It should also, however, inform on-page optimization.</p> <p>Page Title: Unique and descriptive.Approx. 55 character limit.Test with Moz tool.</p> <p>Example:Keyword 1 | Keyword 2 | Brand Name</p> <p>Meta Description: Click-enticing, unique description of the page.</p> <p>Keep within a 70 - 155 character limit. </p> <p>Off-Page Elements</p> <p>| SEO 201#</p> <p>H1 Heading: Unique and descriptive</p> <p>Page Copy: Descriptive, unique, and keyword richAlt Image Text: Descriptive and keyword rich</p> <p>On-page Elements</p> <p>| SEO 201#Test that your page is clear and concise: have someone else read the page and tell you in a term or two what the page is about.</p> <p>Keyword Research</p> <p>How to do keyword researchHow to apply keyword research</p> <p>| SEO 201#Now that weve covered how to acquire keyword data &amp; how to apply it on a page by page level, lets take a more high-level, strategic view of the content on your website.</p> <p>Content marketing strategy, exectution &amp; Promotion</p> <p>| SEO 201#</p> <p>Understanding who your user is, What is a content strategy?</p> <p>+=what problems they have that you are able to solve,and finding a way to solve those problems.</p> <p>| SEO 201#Understand your user</p> <p>| SEO 201#</p> <p>PersonasWho is your target audience?Before you create content, understand</p> <p>| SEO 201#Personas: coastal beach campers, extreme campers, family camperThese should be clearly defined people, heck, give em a name!</p> <p>PersonasWho is your target audience?Get to know your audience!</p> <p>Age rangeGenderIncome RangeInterestsDislikesPain Points</p> <p>| SEO 201#Personas: coastal beach campers, extreme campers, family camperThese should be clearly defined people, heck, give em a name!</p> <p>Buying CycleWhat steps do they take in the conversion process?Before you create content, understand</p> <p>| SEO 201#Buying cycle: </p> <p>Match existing content to personas and steps in the buying cycle. </p> <p>Identify areas that lack content and fill gaps.Content Inventory &amp; Gap Analysis</p> <p>| SEO 201#Gather all existing assets you have. Understand the landscape and move forward.</p> <p>Content Inventory &amp; Gap AnalysisURLCasual CamperAwarenessInterestConsiderationPurchase Intentwww.campingwebsite.com/article/how-to-pick-a-sleeping-bag/xxwww.campingwebsite.com/sleeping-bags/adult/xxx</p> <p>AwarenessInterestConsiderationPurchase IntentCasual Camper1517105Extreme Camper112713</p> <p>| SEO 201#Not all personas or steps are created equal. You should have content to support all of your personas at each step in the cycle, but you may focus on some areas more than others.</p> <p>Blogging &amp; Content Calendar Creation</p> <p>| SEO 201#</p> <p>Blog</p> <p>Video</p> <p>Product/Service Page</p> <p>Interactive tool</p> <p>Graphic</p> <p>Create the right type of content for your audience.</p> <p>| SEO 201#</p> <p>You have an actively engaged community (or the potential for one).</p> <p>You have the resources to commit to regular content creation.</p> <p>You have something great to say!You should consider a blog if</p> <p>| SEO 201#</p> <p>Content Calendarhttp://www.verticalmeasures.com/content-editorial-calendar-template/</p> <p>This should be informed by keyword research!</p> <p>| SEO 201#Google create content calendar or content calendar template to get some great examples.Essentially, consider overall demand as well as search trends, holidays, and seasonality when planning content. </p> <p>Content Calendarhttps://docs.google.com/spreadsheet/ccc?key=0AsKxtai-b7NqdGdqODJyd0xwc0xTQ3h4M2I3aUlPSWc&amp;usp=sharing#gid=0</p> <p>| SEO 201#</p> <p>Content PromotionSocial MediaPPCNewslettersEmail</p> <p>| SEO 201#Dont expect that users are visiting your site or blog daily for new content. Share your content regularly on channels your customers engage with. </p> <p>Content Promotion</p> <p>| SEO 201#</p> <p>Content Strategy</p> <p>Personas &amp; the Buying CycleContent Inventory &amp; Gap AnalysisContent Calendar &amp; BloggingContent Promotion</p> <p>| SEO 201#</p> <p>Review</p> <p>| SEO 201#</p> <p>Website OrganizationWebsite Hierarchy/ OrganizationURL StructureInternal LinkingKeyword Research How to do keyword researchHow to apply keyword researchContent StrategyPersonas &amp; the Buying CycleContent Inventory &amp; Gap AnalysisContent Calendar &amp; BloggingContent PromotionReview</p> <p>| SEO 201#</p> <p>SEO 101: Ensure your site is accessible to search engines.</p> <p>SEO 201: Ensure your site is relevant and useful to your visitors. </p> <p>| SEO 201#54</p> <p>Fix the foundational elements first, then focus on contentWithout a foundation in place, your content cannot be found and will not drive visits or conversions.54</p> <p>Measurement and Improvement</p> <p>| SEO 201#</p> <p>Questions?</p> <p>| SEO 201#</p>