SEO-Powered Content Strategy - Startup Boston May 2020
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Over 4.4 million blog posts are published every single day. Let that sink in for a moment. About 200 blogs were published while you read those two sentences. Before you hit publish, in fact, before you even decide what to write, SEO needs to drive your content marketing strategy. A solid SEO strategy will help your site and content get found by the right people - whether it be customers, prospects, investors, or thought leaders. But where do you start? During this interactive session you’ll learn: 1. How to audit your current SEO strategy 2. Which keywords to focus on 3. Where to work these keywords into your content 4. Why certain keywords are working for you and how to double-down on SERP wins. For tutorials on the information in this presentation, check out the following blogs - https://www.shinecontentstrategy.com/content-marketing-resources/build-a-killer-b2b-video-marketing-strategy-content-ideas-best-practices/ https://www.shinecontentstrategy.com/content-marketing-resources/seo-and-content-marketing-3-steps-for-building-strategy-search-engines-love/
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SEO-Powered Content Strategy - Startup Boston May 2020
- 1. Crafting the Best SEO Strategy for Your Startup Shannon K. Murphy Shine Content Strategy
- 3. 4.4 Million Blogs Posted Daily
- 4. 1 Billion Web Pages in Existence
- 5. 3.5 Billion Searches Daily
- 6. CONVERSATION
- 7. Anticipate audience needs, deliver a solution. How to be a Thought Leader
- 8. Starting an SEO-Powered Content Strategy Who is our content for? What do they care about? Which essential buyer questions have we answered and which need content? Which content exists? Which do we perceive to be the most effective? Which queries does our content rank for? Which long-tail queries are not serviced through content? Which content themes will fall into our consistent production plan? Which content should be repurposed? Retired? Where are competitors thriving? Which keywords can we take advantage of?
- 9. In this Workshop You’ll Learn: 1. How to audit your current SEO strategy 2. Which keywords to focus on 3. Where to work these keywords into your content 4. Why certain keywords are working for you and how to double-down on SERP wins.
- 10. 1.How to audit your current SEO strategy
- 11. “I need to know what’s working on our site… well, I know which pages are getting traffic but I’m not really sure why they are and other pages aren’t.”
- 20. Why Site Health Matters
- 31. QUESTION “What are good SEO practices that will help keep my website up-to-date?”
- 32. DOMAIN AUDIT TOOLS HubSpot Website Grader WooRank SEMRush Site Audit + Orbit Media Google Analytics Audit Google Search Console + Backlinko GSC Guide
- 33. 2. Which keywords to focus on
- 35. Content Themes & Keywords Which 3-5 topics are CORE to your business?
- 36. Frase.io
- 37. UberSuggest
- 39. Answer the Public Queries Who, What, Where, Why, How. Prepositions With/out, For, Near, To, Against Comparisons Verus/VS, Like, Or, And
- 40. SEMRush
- 42. Website SEO vs. Blog SEO ● KW-optimized pages for pillar services, one primary focus. ● Rank for phrases and branded terms. ● One and done - submit a new sitemap . ● “Natural” inter-linking strategy. ● Quality UX - wide structure for sitelinks. ● Monitor site speed /responsive design. ● (Conduct a technical SEO audit.) ● Primary, secondary and tertiary KW foci ie. semantically related terms. ● Rank for long tail queries (depth/breadth) ● 3-5 themes, publishing consistently. ● Evergreen content pillars. ● Historical content audits and updates. ● Purposeful inter-linking strategy. ● Optimized, accessible, multimedia pieces.
- 44. QUESTION “How to drive traffic with SEO when you have to use terms that are new to many people?”
- 45. KEYWORD RESEARCH TOOLS Frase.io UberSuggest.com AnswerthePublic.com SEMRush.com Google Autocomplete ExplodingTopics.com
- 46. 3. Where to work these keywords into your content
- 47. POLL How confident are you in your ability to place keywords in the right places on the page? ● Very Confident ● Somewhat Confident ● Neutral ● Not Really Confident ● Not At All Confident
- 51. SEO-Powered Content Review Looking over your outline - what is the core topic? Review your title, headings, and copy to make sure this keyword is integrated throughout the copy + image tags. Look for keyword phrases (either core topic or related terms) and add links to other resources.
- 53. Content Review Checklist Page Title? 🗇 Images? 🗇 Page URL? 🗇 Links? 🗇 Headers? 🗇 Related Content? 🗇 Copy/Article Text? 🗇 Related KW? 🗇
- 56. CONTENT REVIEW TOOLS Yoast SEO Plugin (Wordpress) Orbit Media On-Page SEO Checklist Market Muse
- 58. SEO-Powered Content: Link Text
- 59. Internal Links - Link Whisper
- 63. LINK RESEARCH TOOLS LinkWhisper.com Buzz Sumo & Google Search Link Miner
- 64. 4. Why certain keywords are working for you and how to double-down on SERP wins
- 65. The Hoth
- 70. What to do with this information? 1. Decide on a primary keyword. 2. Use add’l rankings as secondary keywords/subtopics - create a section for each of these, if possible. 3. Link off to related, in-depth content pages. 4. Revisit meta-description if click-throughs are low - assess keywords as well as compelling copy.
- 72. Where Should You Focus? ➔ Early-Stage/SMB: concentrate on optimized product/about pages, expand your site intelligently and use your partnerships and PR. ➔ Mid-size: publish often, integrating growth marketing programs like email and advertising to distribute content/SEO pillars. Define messaging and positioning to achieve consistency across marketing endeavours. ➔ Large/Enterprise: break down silos and create an oversight committee that includes marketing, SEO, and dev. Document content operations and refine content engagement across the customer journey (think: sales enablement and customer success).
- 73. RANK MONITORING TOOLS The Hoth Search Engine Rankings Tool Backlinko GSC Guide SEMRush Position Tracking Tool
- 74. FurtherReading 1. Moz.com Beginner’s Guide to SEO a. (Chapters: How Search Engines Work & On-Page SEO) 2. Shine Content: 4 Ways to Boost Your Blog’s Ranking with an SEO Content Strategy 3. IMPACTbnd.com: What is Domain Authority? 4. Orbit Media On-Page SEO Checklist 5. SEJ’s Guide to Internal Linking 6. Backlinko’s Google Search Console Guide
- 75. Starting an SEO-Powered Content Strategy Who is our content for? What do they care about? Which essential buyer questions have we answered and which need content? Which content exists? Which do we perceive to be the most effective? Which queries does our content rank for? Which long-tail queries are not serviced through content? Which content themes will fall into our consistent production plan? Which content should be repurposed? Retired? Where are competitors thriving? Which keywords can we take advantage of?
Notes de l'éditeur
- https://www.shinecontentstrategy.com
- Humans have always chronicled what we know, told stories, shared information with others. And now we have any information we could possibly want, right at our fingertips But it’s too much!! We’re overloaded.
- Source, https://techjury.net/stats-about/blogs-published-per-day/ Btw this is up from 2M/day in 2018 - Source, Brafton, via http://www.contentremarketing.com/blog/why-content-is-important-for-seo-2018-edition/
- Source, Brafton, via http://www.contentremarketing.com/blog/why-content-is-important-for-seo-2018-edition/
- Source, Brafton, via http://www.contentremarketing.com/blog/why-content-is-important-for-seo-2018-edition/ BUT HERE, we have an opportunity. Where curiosity meets action we get conversation. Because searchers aren’t just curious, they also have problems right? And that’s where content marketing has thrived for nearly 10 years, but all that information is locked away, useless without the ability for people to find it.
- Businesses are creating content and optimizing their websites because they want to get in on the conversation. Your website is your digital storefront but if no one is walking in to the showroom floor, you can’t tell them why your product is the best.
- (Preferably before they even know they need it.) Aren’t you impressed when you search something so NICHE and a business has a blog on it? You sort of thought you had a problem and you got really specific to see how could deliver. They earn your respect and you decide to keep researching to figure out “fit.”
- So we’re not just thinking about the questions they’ll ask, we’re questioning how our ideal prospect is currently being educated. Before starting an SEO-Powered Content Strategy, you and your team should run through these questions.
- Speaking of who the audience is and what they care about I’d like to learn more about you. POLL - WHO IS ON THE CALL? (We don’t have titles) (Relationship to Content and SEO) Content Creator SEO Marketing Director Founder or CEO Another POLL - Which of these 4 items are you most interested in?
- This quote is a common issue I hear from clients. When I hear this I know that strategically we need to look at two places… either domain or content. One or maybe both is probably a mess. Let’s tackle domain first.
- Link Building it’s not black magic, it’s mostly PR. All of these other efforts here roll up to link building. And if your PR team knows a little bit about SEO they can make the most of these efforts. In fact all your teams should be talking with an SEO to see how their marketing efforts may affect site SEO. I can’t stress this enough - often, without knowing it, members of your team are derailing your SEO efforts.
- Everything on the left from Site Performance to Broken Links rolls up to - Development While your writers and content marketers can handle content, linking, and keyword density. The issue is that most businesses ONLY FOCUS ON CONTENT, thinking that one part of this landscape will render good SEO. SEO has many factors and touches many departments. Content is one mechanism, but done poorly doesn’t get SEO results. Let’s look at the SEO items Dev can help you with and how to have more informed conversations.
- Free tools, first HubSpot. Not super detailed that can give you a quick temp check. You’re wondering, do I need to speak with my developer? Anything above a 70 is not dire but will only be a few tweaks to get health up. Anything below a 50 might be a multi-stage project to get your site healthy.
- WooRank. Weird that these is such a discrepancy between the tools. I think they rank backlinks and traffic higher than other tools - which who knows, if that's what they promise their buyers then it would benefit them to show the growth there. Most of the free tools are meant to upsell you into a paid version and if you are serious about SEO you should have some paid tool.
- SEMRush Dashboard (paid)
- SEMRush Dashboard (paid) Most of these items are fairly easy to fix - and honestly that’s true of most site audits. Often the issues come from not expanding intelligently as the site grew and not running maintaining “hygiene”. Look at your site audit at least once a quarter - once a month if you’ve slotted in work and tasks that your developer needs to do.
- Are you ready for a content marketing program? Do you have the proper foundation?? This is what these quick checks should tell you.
- Technical SEO becomes even more important the large the site gets. Thus, expand intelligently. NOTE - do not let anyone tell you SEO comes purely from backlinks. The back-end of the site needs to be in good shape or it doesn’t matter how great the content is - google bots won’t be able to discover it.
- So these reports can give you a quick temp check to say, is my site built out intelligently? This slide is an example format. Think about how you’ll scale. I’d love to be able to run you through the most common issues, but we don’t really have time for that right now. Just know that most issues pop up because someone didn’t redirect or retire a page, didn’t write a meta description, or the images are too large and without alt text. These are all fixable things - so what’s really important is that you get on the same page as your developer - GSC can be that one record to say let’s go through this together, explain what these errors mean to me, how are we going to fix them? Can this be done immediately through an external web developer or is this added to the queue of the site/product maintenance? Create a task list
- https://sia.tech/technology - if possible they should develop a page that goes in depth on each one of these things - as well as space for storage hosts and storage renters Also they have their blog on Medium. Mixed feelings on this. This is where their audience is, but as far as SEO goes, you should never houe your content off your site and a subdomain is regarded by Google as a different webpage. Always do domain.com/blog, not blog.domain.com.
- Another way to think about it.
- Sites require ongoing maintenance
- This is a completely free tool that can give you detail - Google Search Console. Suggested exercise - run an index coverage report (if Google can’t index a page, it will not rank), look at the top issues. Talk with dev and devise a plan of action. Some fixes will be one-time, others will require them to set up rules or procedures to make sure the same mistakes do not occur in the future.
- https://backlinko.com/google-search-console - use this resource for step-by-step going through the site audit.
- Really it’s about getting in step with your developer and having a system of measurement and accountability. Meet regularly to discuss progress. Use GSC as that place of record.
- Now given I might have scared the bejesus out of you with these audits… if you’re just curious about a few URLs and if Google can find them or not, here is a trick. Now your developer should be maintaining the site - submitting a sitemap regularly so that new content can be found. But in some cases this isn’t happening, so if you have a great blog but you’re not seeing any traffic to it, go into GSC and at the top you can search any url. Put that blog in and make sure Google can find it. If not, hit REQUEST INDEXING.
- It might take a bit but the link will be indexed (ie, filed away as a resource for X keyword) by Google. Doing this manually when you undertake an SEO program can be helpful. Using this method I was able to train search engines to visit a client’s site every few days to index new content. Prior, search bots were only visiting it once a month (typical for many sites) - this is why it often takes 3-6 months for most content to rank.
- As you expand the site - think, How will people access this? - Where will this fit off our main navigation? (if people can access it easily, then bots can access it easily - don’t hide resources) Menu/site nav + what terms will be best for discoverability? What other related content should I link to? - even if it’s a product page, what is reasonable to think someone would want to see. Is this resource short term? Or a long term asset? - If it’s short term, say an event, get in the practice of handing off urls to your dev team to retire, but give input as to where they should redirect to. Always submit a sitemap and always run site audits.
- So why is writing with Questions so powerful? It taps into customer or consumer intent. We’re creating content for every curiosity they type into search.
- So we’re starting with questions, but not just whatever comes to mind. We’re grouping these questions into related themes that we will publish content on, consistently. This page (linked on slide) has four topics. Ideally each of them should be a page, with subpages off of it. I’m not sure by looking at the blog that it’s clear we hit on these four themes - https://www.baretreemedia.com/blog/ - could be more overt. Also WORK should be interlinked and integrated on blog as well - https://www.baretreemedia.com/portfolio/archie-milkshake-ar-effect/
- So let’s search “messaging stickers” - something this creative agency makes - in various keyword research tools. Frase.io
- UberSuggest
- Just skimming this we can see some keywords that search engines associate with the main KW term. SD = search difficulty. Most KW tools have some sort of Difficulty metric. This means, on a scale from 1 to 100, (100 = challenging) how hard would it be to rank on page one?
- Answer the Public Consider creating comparison pages against competitors (a little more sales driven) or you can consider what else may be helpful to your audience. For example if you have a user feedback platform for product managers, you might do a comparison of tools around efficiency - not something your platform carries but a value of the audience. Compare Slack, Trello and Swit...
- Love that SEMRush gives me several thousand queries. I can take these and stitch them into an outline. Also fantastic for pillar content. Pillar 1 (Messaging Stickers) With a subtopic blog specific to Sticker Packs and another subtopic blog specific to Viber. They’re both blogs about Messaging Stickers but each is optimized for a secondary keyword as well. (related content)
- Google People Also Ask or Google AutoSuggest +in this particular case, images would also be a great place to get visibility for this agency.
- So you have all this keyword research and now what are you going to do with it? Sections of your site that these keywords can go: Website, Blog Website is going to be more branded messaging FOUNDATION Blog can be more explicit in keyword usage and is the SKYSCRAPER. We’ve updating this content consistently so we can keep telling google what we are about. Good resource to clarify the difference - https://cglife.com/blog/seo-blogs-and-web-pages-know-difference/
- Knowing and using keywords is all about saying. HERE!!! THIS IS WHAT WE DO! Again, your website is your storefront. So you have to take up space (content pages) and set up on a busy street (drive traffic to your space).
- Think of related terms that are associated with the core problem. Take HubSpot for example, people didn’t know what “Inbound Marketing” was. They took marketing methods and linked them all together under this new umbrella or terminology and asked people think about marketing differently. But there were people who were probably still investing in newspapers and billboards back in 09 - actually I know there were b/c I use to work in media sales before joining Hubspot myself. But the core problem was the same right? The businesses wanted visibility. So perhaps if they were searching for “how to make the most of newspaper ad spend” or “how to evaluate media buys / how to integrate traditional media buys with online advertising” - you could write that article and rank for it, but let them know, hey there is a better way. So what is that core problem and how are they addressing it now? Integrate your unknown concept to the known.
- Nearly 60% of all respondents did not feel confident in their ability to place keywords on a content or site page.
- Not just in how often you publish but where you include the keywords throughout a page. Using SEO as our basis doesn’t just give us the discoverability it also gives us the gift of consistency. We won’t be wondering what to write (as we saw on KW research) and based upon search volumes we won’t be wondering if there is an audience for it. And consistency is actually a very important SEO factor. When the minimum bar to publishing is low, consistency, long term, is important to Google.
- (good example - https://www.saleshacker.com/sales-plan/) First just a quick note on what it is and what it is not. I think there is a misconception of what SEO is and this simple visual here helps us to understand all of the places we need to have keywords. We are going to have a keyword in our title. But we need it to be part of the actual url as well. And then we need to filter this down through various headers or breaks in the content that we call h2s and h3s - but basically they’re just headers. And then we’ll incorporate it in the link text not just two words like say “webinar basics” but even up to 5 words that are very specific, linking a phrase like “webinar basics for startups” And then of course we’ll name our photo files using these keywords and we’ll use the keywords throughout the text too. So these are all of the elements we are trying to improve when we talk about SEO today.
- What’s the intent? Executive Leadership Recruitment https://www.bowdoingroup.com/our-services/executive-strategic/ This is one of the suggested articles - https://www.bowdoingroup.com/insights/blog/difference-vp-sales-cgo-cco/ Not good that they’re publishing to LinkedIn over their own domain. ALWAYS PUBLISH ON YOUR OWN DOMAIN FIRST. If not, Google thinks you ripped off the content. Take credit for your work, wait a week and then publish on LI, linking back to the original source. https://www.bowdoingroup.com/insights/blog/cto-vp-engineering-chief-architect-differences/ When I ran this page in SEMRush it ranked for “quil health careers” “c suite contacts” “complysci competitors” ?? and “tamr competitors”
- Tools to help with keyword density… MarketMuse has a cool tool.
- MarkeMuse coaches you on if you’ve included core/related keywords enough times. And the compete tab could show you some really great articles to link to, formats to emulate, or topics you need to dig into deeper.
- Subjectline.com headline checker (essentially, is it clickable? enticing?)
- Building authority on Google is kind of modeled after academia. For example - You knew when you were writing reports back in the day that sometimes that definition from encyclopedia britannica wasn’t really a great source, b/c it was simply the definition with no other context. But it counted towards your required 10 resources and so you put it down hoping your teacher wouldn't check your sources. Google will always check. And so we need to make sure that we’re not just linking, but that we’re linking to good sources. And this isn’t just good for SEO but it’s a great user experience should your reader want to learn more about a subject.
- You don’t need to be a robot when you create SEO content. Helping a client optimize this post, I dump it into google and start highlighting keyword terms that are related to the main topic. Then I go look for links...
- Link Whisper is a great tool for internal links.
- I love using BuzzSumo to source great External links. They look at popularity of content across channels so this also adds the social indicators of what is being well received by audiences. They also have great filters on type of content, date published. You can even search only B2B pubs which I find useful.
- Another method? Search itself. Here’s a helpful hack, Now you can always go to Google search and just type in your query and see what comes up. And I have done this. Of course you want to click through, make sure the content is good quality before you link to it. But a tip to be more effective - you know who the trusted leaders are in your space. And this is something I provide my writers and content teams. So you have that list, you know who creates consistently great content. Why not just search their domain specifically? You’d be surprised how many digital marketers and research savants don’t know this tip. This can also be a hack to discover links internally. Maybe you have an old site with lots of content. Search your own site specifically using this method. Put product surveys in quotes, as “product surveys” if you want these two works in a phrase instead of scattered throughout copy - another way to more specific.
- The link miner tool is a chrome plugin that tallies up links on a page. You can then download this as a spreadsheet and see all the links, segmented between internal and external. If you have older content you’re updating this is a great way to keep track of your work. When I saw this site I was like, wow they’ve got it together, good keyword usage throughout the main pages… and then I saw these blogs… https://mreach.com/blogs/5-clarity-tips & https://mreach.com/blogs/three-key-attributes-impactful-sales-story they have keywords but they need optimized headers and links!
- https://www.thehoth.com/search-engine-rankings/ - quick temp check on which terms your site - or a competitor’s - is ranking for. Up to 100 terms.
- Google Search Console performance report is key to knowing which pages rank - and how many terms a page ranks for. Again, the Backlinko Google Search Console Guide (Chapter 3) is gold for understanding this process.
- In Google Search Console however you’d be able to find which pages rank for which term… but what about all the terms that page ranks for?
- I would also be able to see my average position for each and then work to rank higher.
- Since I don’t have access to Innopsych’s GSC, I search for this information on SEMRush. Broad advice - if you have a page that is ranking for several keyword terms, but maybe not highly, update the content by adding sections that address these related keywords. Go deep on the topic. For this specific page, we might be able to create sections for each nice. Or if we are light on content we create an FAQ page - integrate these through the site and then more CTAs and liink text that say “Find a Therapist of Color,” linking to this page. Another internal link pointing to this page will also be helpful.
- Wow look at that snazzy store. A beautiful site ready for business.
- Read these to give yourself a really strong SEO foundation
- HOMEWORK: Let’s tackle these first questions… Meet with your sales team - collect the top 25 questions asked by prospects. (or ask prospects for feedback on your site - what do you wish I had addressed here?) Decide - where would it make sense to sprinkle those FAQ through the site?? About page, product pages, blogs, support documentation… if you have videos - make sure those are optimized with text accompaniment as well.