Presentation given for the LandUp conference on 11/9/12

1. Content, Keywords and SEO
Andy Crestodina
@crestodina

2. The Big
Picture…

3. Traffic: Social, Email, Search

5. Content Strategists…
“Achieve business goals by
maximizing the impact of content.”
Source: Contentini

6. Salesy
Helpful!

7. “Focus on the core problem your
business solves and put out lots of
content and enthusiasm, and ideas
about how to solve that problem.”
- Laura Fitton

8. “I urge you to start writing content that
actually is either
1) actionable,
2) a strong opinion, or
3) proven to some degree.”
-Bill Sebald

9. What
do they want to read?

10. Obvious, right?

11. Sources of Topics
1. Keywords
2. Q&A Sites
3. Listening

12. Topics: Google Suggest

13. Topics: Google Keyword Tool

14. Topics: Analytics

15. Topics: LinkedIn Answers

16. Topics: Quora.com

17. Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories

18. Source: Ann Handley

19. Source: Ann Handley

20. Choose your words
“Don’t think OF the market
….think AS the market”
Source: Social Triggers

21. How
should you sound?

22. Source

23. Choose your words
Latinate Words Anglo-Saxon Words
- More formal - Less formal
- Longer (polysyllabic) - Short (often monosyllabic)
- Fancy, proper - Forceful, direct
Examples Examples
acquire, transmit, constru get, send, build, stop, put, m
ct, resist, deposit, imitate, ock, set
determined

24. Choose your words
Latinate
Would you do me the honor of introducing
me to this female acquaintance of yours?
Anglo-Saxon
Hey, that girl you were talking to is hot!
Take me to her, will you?

25. Choose your words
Write like an 8th grader!
…but don’t dumb it down

27. SEO has 3 parts

28. How Search Engines Work
Source: SEOmoz, 2011 Search Engine Ranking Factors

29. How Search Engines Work
Source: SEOmoz, 2011 Search Engine Ranking Factors

30. SEO (over) simplified
Links = How trustworthy your site is
On-Page = How relevant the page is
Keyphrases = What the page is relevant to

31. How to choose
keyphrases

32. 3 Criteria for Choosing Keyphrases

33. Search Volume
Text
Resource: Google Keyword Tool

34. Search Trending
Resource: Google Insights

35. Regional
Interest
Resource: Google Insights

36. Competition
Competition is high if the sites on page one…
• Are famous (wikipedia, etc.)
• Have title tags that begin with the keyphrase
• Lots of AdWords ads
• Have a higher domain authority than you*
*see Open Site Explorer

37. Competition
Look out for universal search results
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News

38. Relevance
Text

39. How to use
keyphrases

40. On-Page SEO
• Once at the beginning of the title <title>
• Once in the first header <h1>
• Four to six times in the body of the page
• In links on other pages that link to the page.

41. More Internal Linking

42. Thank you!
Andy Crestodina
@orbiteers #wineweb

43. Where
does this content come from?

44. Source: Deana Goldasich