Importance of Content in SEO

@Rob Bertholf
Importance of Content
in Search __
@Rob on...

@Rob Bertholf
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@Rob Bertholf
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@Rob Bertholf
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Systems &
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@Rob Bertholf
Search Engine Optimization Expert
Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
About 22,500,000 Results

@Rob Bertholf
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Rob Bertholf
@Rob
Follow @Rob
Excited to speak at #UHPNM
on #SEO & #ContentMarketing!

@Rob Bertholf
Introductions
:)
HELLOyour name is
1) Name
2) Industry
3) Takeaway

@Rob Bertholf
● Importance of Content
● Content Focus
● Ideation & Research
● Content Creation
● Repurposing Content
● Performance & Indexation
Desired Takeaways

@Rob Bertholf
Importance &
Terminology

@Rob Bertholf
Content
Freshness
FRESH
Happy SERP

@Rob Bertholf
Query Deserves Freshness (QDF)

@Rob Bertholf
QDF Model
Factors include:
● Search volume
● News coverage
● Blog coverage
● Toolbar data (maybe)

@Rob Bertholf
Leverage QDF
1. Monitor trends via social media & news
2. Publish quickly
3. Write using the target keywords
4. Build a hub with the content
5. Promote

@Rob Bertholf
Query Deserves Diversity (QDD)
Animal
Car
Animal
Car

@Rob Bertholf
Content
Diversity

@Rob Bertholf
Find Opportunities by Content Type

@Rob Bertholf
Content Performance
● First Impressions
○ CTR
○ “Pogo Sticking”
○ Bounce Rate
● Engagement
○ Pages per session
○ Time per session
● Conversion
○ Revenue Metrics

@Rob Bertholf
Clear Positioning
ObjectivesIdentity

@Rob Bertholf
{ Brand }
helps { Target Commonality }
get { Cure Pain & Feed Aspirations }
through { USP }
featuring { Key Features }
Connector Words
Mission = Vision (your calling or purpose) + main business tactics
Mission Statement
Not sure? Go to BizGym.com

@Rob Bertholf
Renewed Focus
ContentCustomers

@Rob Bertholf
Content should align
with the Customer
journey acting as a
bridge to Conversion

@Rob Bertholf
by providing value through
Content
Better Serve our
Customers
to increase
Conversion

Cusomer
Customers
Content
Conversion
Brand Identity

@Rob Bertholf
Establishing
Our Voice

Character
Who does our brand
sound like?
Tone
What is the general vibe
of our brand?
Language
What kind of words
do we use?
Purpose
What is our organizational
objective?

@Rob Bertholf
Character
Who does our brand sound like?
Our character is intended to replicate our audience (our
customer). This means someone who is a _________,
transitioning between our pragmatic customer and our
performance customer.

@Rob Bertholf
Tone
What is the general vibe of our brand?
Our tone is light and fun but authoritative and professional.
We want the customer to understand that we are one of
them, but that we also know what we’re talking about and
that they can trust us as their source of information and
products.

@Rob Bertholf
What kind of words do we use?
Our language uses simple, easy to understand words that
the vast majority of our consumer-base will understand.
Sentences are kept short for quick and easy reading, but
are crafted to grab the customer’s attention and create a
connection with them. The basic rule of thumb for our
copy is catering towards an __th-grade reading level.
Language

@Rob Bertholf
What is our organizational objective?
Our purpose is to give our customers the best possible
_________, backed by the best information and shopping
experience. If they don’t immediately purchase from us, we
want them to remember us after visiting our site.
Purpose

@Rob Bertholf
More Questions
● Does your brand refer to itself as “we” or “I”?
● Are any words off-limits?
● Does your brand have a political leaning?
● Will you respond to comments and how
often? Even negative ones? What tone will
you use to address negative comments?

@Rob Bertholf
Finding Our
Greatness
Our
Passion
Customer
Solution
Our
Differentiation
Credit: Jim Collins,
Good to Great

@Rob Bertholf
What do we love to do as a company?
What permeates our culture?
Our Passion

@Rob Bertholf
We cannot be great without focus.
What will we be world-class in?
Our Differentiation

@Rob Bertholf
What problem do we solve? Where
does our customer place value and
how do we speak to this?
Our Solution

@Rob Bertholf
Value &
Positioning

@Rob Bertholf
What value do you provide?
● What would your customers say is the best part
of your product/service/cause?
● What can you brag about?

@Rob Bertholf
Examples
● Save Time & Money
● Belong & Connect
● Support Local
● Expertise & Authority
● Convenience
● Quality

@Rob Bertholf
Dig Deeper
Take each item and create sub bullet points:
e.g.: Convenience
○ Hours of Operation
○ One Stop
○ Choices/Assortment
○ Hours of Operation + 7 days a week
○ Ample Parking
○ No Lines / In and out

@Rob Bertholf
Key Messages
Turn these positioning points into sentences:
● Brand, a cash and carry wholesale club, is a one-stop shop for food-
service operators with a great selection of amenities, all under one roof.
○ Brand offers a wide range of quality products, early opening hours,
ample parking, and a service team with years of industry knowledge
and local expertise.
○ The first of its kind in Hawai‘i, Brand provides a helpful alternative to
the multiple stops and time consuming, must-do task lists for its
customers, allowing our members to get what they need and get
back to their businesses sooner.

@Rob Bertholf
Customer
Focus
? !

@Rob Bertholf
Identify Customer Needs
There are a number of ways to identify customer
needs. This can be done by interviewing your
customer service and sales team. This can also
be done by listening to your potential customers
conversations on social media and forums.

@Rob Bertholf
Created Value,
Got Authority

@Rob Bertholf
Content
Inventory

@Rob Bertholf
What are your content sources?
● Corporate Communication / Press Releases
● Staff Photos / Lifestyle Content
● Product Photos
● Special Offers
● Events
● Community & Customer Communication
● FAQ

@Rob Bertholf
Who are your content sources?
● Who knows the most about the history of
the company/the early days?
● Who has a vision for the future?
● Who is a really polished presenter?
● Who generates prolific content?
● Who can take high resolution photos?
● Who loves to post to social media?

@Rob Bertholf
What are upcoming events?
● One-Time Events
○ Grand Opening, Media Event
● Recurring Events
○ Anniversaries, Trade Shows, Webinars, etc.
● Community Events
○ Merrie Monarch, Lei Day, etc.
● Seasonal Events
○ Christmas / 4th of July / Valentines, etc.

@Rob Bertholf
Ideation Through
Research

@Rob Bertholf
Brand
Nike
Product
Running Shoes
Authority
Running
Lifestyle
Health

@Rob Bertholf
@Rob’s Keyword Research Grid
Branded Keywords
(Company Name, Product Names,
Trademarks, Executive Staff)
Offering Keywords
(Generic Product/Service Names/Cause)
Topical Keywords
(Related to but not specific to a
cause/service/product)
Customer/Lifestyle Keywords
(Result of product/service or words
which describe the consumer)

@Rob Bertholf
Branded Keywords
● Nike
● Nike Flex
Industry (Product/Service) Keywords
● Running Shoes
● Trail Running Shoes
● Good/Best Running Shoes
● Jogging Shoes
● Running Trainers
Topical Keywords
(# ways to…, # top…, etc.)
● Choosing the right running shoe
● Warm up exercises
● Understanding your foot type
● Running trails at location
● Playlists for when running
Customer Keywords
● Health
○ Diets for runners
○ Breathing exercises
● Fitness
○ Workout routines
○ Water bottles on the go
● Lifestyle
○ Clothing / Accessories
○ Playlists
Example: Nike Running Shoe

@Rob Bertholf
Answer these questions:
1. What words would be used to refer to my brand?
2. What words would people use to request my
product or service?
3. If my product/service is the answer, what is the
question?
4. Who would ask the question? What is valuable to
them?

@Rob Bertholf
Brand
“Nike”
Authority LifestyleProduct

@Rob Bertholf
Branded Keywords: Identify
Question: What words would be used to refer to
my brand?
Identify words which could only be associated
with your brand (e.g. trademarks, product names,
executives, etc.). Could be customer service
related or brand reputation mngmt.

@Rob Bertholf
Branded Keywords: Listen
Set keyword alerts for these words in:
● Google Search/Alerts
● Keyword/Hashtag Search
○ socialmention.com
○ search.twitter.com
○ iconosquare.com

@Rob Bertholf
Respond & Reward
Know when your brand is mentioned!
Respond to customer service items, reward
positive word of mouth & advocate mentions.

@Rob Bertholf
Brand
“Nike”
Authority LifestyleProduct
“Running
Shoes”

@Rob Bertholf
Customer acquisition keywords
Question: What words would people use to
request my product or service?

@Rob Bertholf
Research target keyword/phrases
● Write down what you think people would
search for (these will typically be
technical/industry insider terms)
● Ask your friends & customers what they would
type in to find your product/service, write these
down. (Laymen terms)
● Research what words your competitors use

@Rob Bertholf
Prioritize relevant/frequent searched
● Go to AdWords Keyword planner
● Localize to your location
● Learn how often the words are searched

@Rob Bertholf
#PROTIP: Revisit your words!
Learn from web analytic data to determine
which words are most effective.
● Check Organic Keyword Traffic
○ Volume
○ Conversion

@Rob Bertholf
Ensure keywords are in content
Ensure the words are found in your website
content and page titles. If deficient consider
building a page of content to support the
keyword.

@Rob Bertholf
Brand
“Nike”
Authority
“Running”
LifestyleProduct
“Running
Shoes”

@Rob Bertholf
Identify topical keywords/questions
Question: If my offering is the answer, what is the
question?

@Rob Bertholf
Identify relevant content
Identify topics relevant to your product/service:
● Frequent questions in your space
● Provide a solution to solve a problem
● Trending/Relevant Hashtags

@Rob Bertholf
Create & Tag your content
Create topical content which is relevant, timely
and interesting for your customers.
● Blog posts
○ Share them with #hashtags
● Social posts
○ Caption this, fill in the blank, etc.

@Rob Bertholf
Brand
“Nike”
Authority
“Running”
Lifestyle
“Health”
Product
“Running
Shoes”

@Rob Bertholf
Identify: Who would ask the question (from last
step) ...or simply who is your target customer?
What other type of content (relevant to your brand)
would they be interested in?

@Rob Bertholf
Find content that is relevant to your customers.
● News articles
● Blog posts
● Social media posts

@Rob Bertholf
Curate relevant content
Share the curated content relevant to your
customers through your social networks.

@Rob Bertholf
Research &
Ideation

@Rob Bertholf
Google.com/Trends/Explore

@Rob Bertholf
#PROTIP: Revisit your words!
Learn from web analytic data to determine
which words are most effective.
● Check Organic Keyword Traffic
○ Volume
○ Conversion
● Determine
○ Context
○ Intent

@Rob Bertholf
Browser
http://www.google.com
What is a search query?
A web search query is a query that a user
enters into a web search engine to satisfy his
or her information needs.
Web search query - Wikipedia, the free encyclopedia
https://en.wikipedia.org/wiki/Web_search_query Wikipedia

@Rob Bertholf
Google alone processes on average
over 40,000 search queries every
second, which translates to over
3.5 billion searches per day and
1.2 trillion searches
per year worldwide.

Unrelated Search Demand
Related
Search
Demand
Available
Potential
Search
Queries

Viable
Search
QueriesProducts or services
we do not offer or
Applications we do
not support
Queries from
outside of our
coverage area
Potentially
Viable Search
Demand
* Ignoring random search noise

Transactional
Informational
Navigational
Source: PennState
http://news.psu.edu/story/189289/2008/04/02/ist-researchers-classify-web-searches
Search Query
Classification

Types of Search Queries
1. Navigational
e.g. “Google”, “YouTube”,...
2. Informational
e.g. “running shoes”, “best trails”,...
3. Transactional
e.g. “cheapest nike running shoes”

@Rob Bertholf
Leverage Existing Content
● Corporate Communication / PR
● Community & Customer Communication
● Product
● FAQ
● Lifestyle Content

@Rob Bertholf
Leverage Contacts
● Employees
● Vendors
● Customers
● Brand Ambassadors

@Rob Bertholf
Content Creation

@Rob Bertholf
Content Calendar
Monday Tuesday Wednesday Thursday Friday
Authority Engagement Outreach Action Advocacy
Product Page x5
Social Content
Video Blog Post x3 Infographic
Social Content Podcast x5 Blog Post x3
Product Page
Social Content
Video Meme x10
Product Page
Social Content
Interview

@Rob Bertholf
Visually Impaired
Section 508 Compliance
Web Accessibility Initiative

@Rob Bertholf
Subject Matter Impaired
Non topical authorities

@Rob Bertholf
Repurposing Content

@Rob Bertholf
Content
Types
Blog Post
Infographic
eBook
Slide deck
Video
Case Study
Podcast
Interview
Meme

@Rob Bertholf
Identify Ingredients
Understand the Anatomy of each page type. E.g.:
● Title
● URL
● Meta Description
● Copy
● Embedded Media

@Rob Bertholf
Catchy Page Title
www.yourdomain.com/slug
YourLogo My Account | Order Status | Help My CartLive Chat
Menu Menu Menu Menu
Mauris sed eleifend tortor. Nullam sodales lectus mauris, ac eleifend elit eleifend nec. Ut non porttitor lacus. Suspendisse dolor lacus,
efficitur tempor lobortis ut, egestas vitae leo. Quisque vulputate turpis eget magna pharetra viverra. In lacus ipsum, condimentum at nisl
vitae, posuere cursus sem. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Vivamus nec purus vel diam ultricies pellentesque. Proin fringilla malesuada ipsum, vel placerat lectus congue fringilla.
Article Title
Related Hero Image
Shop Now
Lorem ipsum dolar sit amet,
consectue adipesing elit sed
Shop for Related
Product
Proin pellentesque rutrum metus. Sed quis volutpat erat, vitae
interdum est. Sed sit amet augue orci. Nullam nisl sapien, molestie eu
commodo quis, pharetra consectetur justo. Vivamus viverra
ullamcorper convallis. Aliquam nec mi diam. Nulla a tincidunt erat, in
tincidunt neque. Suspendisse ultricies dolor non lobortis tincidunt.
Nunc feugiat ex vel nunc molestie, sed efficitur augue porttitor.
Pellentesque vitae venenatis neque. Pellentesque habitant morbi
tristique senectus et netus et malesuada fames ac turpis egestas.
Aenean tincidunt libero vitae ex ornare pellentesque. Nam faucibus
libero in mollis malesuada. Fusce auctor fringilla ligula non tristique.
Sub Title
Related Video
Search GO
www.yourdomain.com/slug Link
Article Title Title
Catch Page Title Meta Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Vivamus nec purus vel diam ultricies pellentesque.
Proin fringilla malesuada ipsum.
Meta
Description
Mauris sed eleifend tortor. Nullam sodales lectus
mauris, ac eleifend elit eleifend nec. Ut non porttitor
lacus. Suspendisse dolor lacus, efficitur tempor lobortis
ut, egestas vitae leo. Quisque vulputate turpis eget
magna pharetra viverra. In lacus ipsum, condimentum
at nisl vitae, posuere cursus sem.
Copy
Media: Images
Media: Video

@Rob Bertholf
Blog to Instagram

@Rob Bertholf
Blog to Slide Deck

@Rob Bertholf
Audio File & Slide Deck to Video

@Rob Bertholf
Content
Repurpose as:
❏ Text (if not already text)
❏ Image
❏ Infographic
❏ Video
❏ Podcast
❏ Slidedeck
❏ eBook
❏ White Paper/Case Study
Send to:
❏ Twitter
❏ Facebook
❏ Google+
❏ Instagram
❏ Pinterest
❏ LinkedIn
❏ Newsletter
Content Title

@Rob Bertholf
Progressive
Content
Algorithm
ProductPage
AuthorityPage
CMS/Blog
ThematicPages
OffsiteContent

@Rob Bertholf
Content Prioritization
Prioritize Content based on:
● Business Value
● Search Demand
● Competitive Opportunity
Content Priorities
Content Priorities
Sort By: Priority | Type | Date Submitted

@Rob Bertholf
Align Search Query Classifications
to Page Type by Intent

@Rob Bertholf
Page
Types
Navigational
Informational
Transactional
Blog
Site
Resources
Product
Services
Homepage

The Role of
Content by
Page Type
Navigational
Informational
Transactional
○ Opt-In with Email Address
○ Navigate Further
○ Brand Interest
○ Opt-In with Email Address
○ Navigate Further
○ Product Selection
○ # Product Pages Viewed
○ Watch Video
○ View Pictures
○ Select Options
○ Price Exposure
○ Add to Cart
○ Checkout

@Rob Bertholf
Content Ideation & Creation
• Keyword Research
○ Research trends & search demand
○ Identify target opportunities
○ Prioritize based on business value
• Keyword Mapping
○ Determine content opportunities
• Copywriting
○ Set content priorities
• Repurposing Content
○ Leverage content for multiple formats

@Rob Bertholf
Content
Marketing

@Rob Bertholf
What is Content Marketing?
A marketing technique of creating and distributing
valuable, relevant and consistent content to attract
and acquire a clearly defined audience – with the
objective of driving profitable customer action.
- Wikipedia

@Rob Bertholf
Content
Distribution
Network

@Rob Bertholf
Website Content
Your Brand
www.yourdomain.com
Article Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque
ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere
euismod orci quis laoreet. Sed tempus ipsum semper ex
interdum, quis hendrerit sem euismod. Aenean ultricies, ex
gravida venenatis viverra, sapien neque laoreet turpis, et pulvinar
erat ipsum ac quam. Donec sed vehicula urna. Class aptent taciti
sociosqu ad litora torquent per conubia nostra, per inceptos
himenaeos. Fusce porta ac ipsum vitae tempor. In commodo nisi
a sodales lacinia. Maecenas vitae justo rhoncus, aliquet ligula
non, imperdiet tellus.
Facebook Content Strategy
Your B
@YourBr
Lorem ipsum dolor
mattis sat ne http:/
Twitte

@Rob Bertholf
Content Source
Content Created
Repurposedas
Repurposedas
Shared to
Shared to

@Rob Bertholf
Your Brand
Shared publicly - 5 hours ago #Tag
Lorem ipsum dolor sit amet, consectetur
adipiscing ut orci ut massa volutpat mattis nec:
http://domain.com/article #seo
Website: Hub of marketing efforts
Your Website
www.domain.com
Article Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque
ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere
euismod orci quis laoreet. Sed tempus ipsum semper ex
interdum, quis hendrerit sem euismod. Aenean ultricies, ex
Your Brand Article Title
submitted 5 hours ago
http://domain.com/article
16 seo content marketing
Your Brand
@YourBrand
Following
Lorem ipsum dolor sit amet, consect volutpat
mattis sat ne http://domain.com/article #seo

@Rob Bertholf
Profile Creation
● Establish network of profiles to distribute
through

@Rob Bertholf
RECAP
● Importance of Content
● Content Focus
● Ideation & Research
● Content Creation
● Repurposing Content
● Performance & Indexation

@Rob Bertholf
Next Content
Related Courses

@Rob Bertholf
• Social Assets
• Community Buildout
Content Buildout

@Rob Bertholf
Content
Validation
• Originate content from
website
• Inbound links increase
visibility

@Rob Bertholf
Content
Engagement
• Supporting both Humans &
Robots Experience

@Rob Bertholf
• Optimized experience from
any device
• Guided conversion & micro
interactions
User Intent &
Experience

@Rob Bertholf
Content Accessibility
• Compliant with web accessibility
initiatives (508/WAI) creates a
better experience for Humans
• Machine readable (schema
markup) content gives context to
Robots

@Rob Bertholf
Content Performance
• Measure
Impressions & Clicks, Time on Site,
Assisted Conversions
• Organic Search Lift by Page Type
Point of diminishing return, Indexation
count supported by domain authority

@Rob Bertholf
Thank you!
@rob
rob@bertholf.com

@Rob Bertholf
What were your thoughts?
Please tweet:
“Just finished #SEO course with @Rob.
It was _________”

Importance of Content in SEO

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