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SEO for Content: Better Together #AMAVESEO

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In this session at #AMAVESEO from the American Marketing Association I shared about the steps and criteria, as well as tools in order to make the most out of SEO in a content development and marketing process.

Publié dans : Marketing

SEO for Content: Better Together #AMAVESEO

  1. 1. #contentandseo at @AMA_Marketing by @aleyda SEO & Content: Better Together
  2. 2. #contentandseo at @AMA_Marketing by @aleyda I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA SOLIS @ALEYDA I SHARE Hello! #contentandseo at @AMA_Marketing by @aleyda
  3. 3. #contentandseo at @AMA_Marketing by @aleyda SEO & Content? #contentandseo at @AMA_Marketing by @aleyda
  4. 4. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda COPYWRITER Don’t tell me how to write my content…
  5. 5. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda SEO I only wanted you to use some keywords!
  6. 6. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Only if you see SEO like this!
  7. 7. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda It’s time to take the red pill
  8. 8. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda SEO is not spam, it’s a discipline that will help content to achieve your business goals…
  9. 9. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Communicate your news
  10. 10. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Sell your products or services
  11. 11. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Provide relevant support
  12. 12. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Establish your brand as an authority
  13. 13. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Grow your community
  14. 14. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda By connecting your Website content & offering to your search audience
  15. 15. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Improving your content relevance & popularity RELEVANCE POPULARITY
  16. 16. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Although is not only about positions anymore… but visibility http://moz.com/blog/google-organic-click-through-rates-in-2014
  17. 17. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda & making the most out of Google’s search functionalities to maximize it
  18. 18. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Let’s see how SEO can help content… and viceversa!
  19. 19. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda By helping to establish your audience needs that will allow you to identify content opportunities 1
  20. 20. #contentandseo at @AMA_Marketing by @aleyda What are your potential search visitors looking for that you’re still not answering? #contentandseo at @AMA_Marketing by @aleyda
  21. 21. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda A keyword research -which is really a user search behavior analysis- will allow you to identify it USED TERMS IN THE INDUSTRY SUGGESTIONS COMPETITORS TERMS CURRENTLY RANKED TERMS FOR CONTENT YOUR TERMS, TOPICS & CONTENT TARGET BUSINES GOALS, VOLUME & PROFITABILITY CURRENT VISIBILITY & CONTENT EXISTENCE SEARCH VOLUME, SEASONALITY AND COMPETITION RELEVANCE & INTENT
  22. 22. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Which is your current best performing content? GOOGLE ANALYTICS
  23. 23. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda and your most shared & linked content? BUZZSUMO & COGNITIVE SEO
  24. 24. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Which terms have been used to search for them? URL PROFILER + GOOGLE SEARCH CONSOLE
  25. 25. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Now you have your best performing current terms & topics
  26. 26. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Expand this list with the terms & topics providing more visibility & traffic to your competitors SEMrush, Sistrix & SimilarWeb
  27. 27. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda And by identifying relevant related terms with additional queries permutations RankTank Infinite Google Suggest
  28. 28. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Filter & segment looking for modifiers matching your customer journey & established personas + informational review tips guide news transactional buy reserve purchase register or products brands topics or or
  29. 29. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda For the ones selected: verify their search volume, seasonality, trend & rank difficulty KWtool
  30. 30. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Prioritize the ones with positive metrics and generate content ideas to answer them Huballin
  31. 31. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Now you have a list with topic opportunities with matching ideas that will connect with your audience
  32. 32. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda How can SEO help to develop this content so it attracts maximum visibility & conversions? 2
  33. 33. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda By allowing you to optimize your content to be findable & friendly towards your search users MAPPING THE TERMS & TOPICS WITH YOUR WEB AREAS IDENTIFYING THE FORMAT & TYPE TO TARGET EACH TOPIC OPTIMIZE THE RELEVANCE OF YOUR CONTENT (TEXT, IMAGES, VIDEOS) TO THE TARGETED TERMS USE STRUCTURED MARKUP TO GIVE CONTENT MEANING & MORE VISIBILITY VALIDATING YOUR CONTENT IS INDEXABLE MAKING SURE YOUR CONTENT IS SEEN IN ALL DEVICES FACILITATING YOUR CONTENT SHAREABILITY ACHIEVING MORE VISIBILITY
  34. 34. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Start by mapping your identified potential terms & topics ideas with your Website areas x communi ty product category 2 learning center events home product 1a product 1b product n1 product n2 category 
 a categoRy 
 b blog product category 1 product category n
  35. 35. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti as well as with your current content formats & types x communi ty product category 2 learning center events home product 1a product 1b product n1 product n2 category 
 a categoRy 
 b blog product category 1 product category n www.distilled.net/blog/the-content-matrix/ #contentandseo at @AMA_Marketing by @aleyda
  36. 36. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda You should avoid the lack of relevance for them, each topic should be targeted with a piece of content BAD GOOD
  37. 37. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda And verify which format & characteristics will be better to connect with your audience preferences Buzzsumo Content Analysis
  38. 38. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda If there’s an issue for search engines to identify it
  39. 39. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Check this always by validating the Google Cached version and with the Fetch as Googlebot option Google Search Console
  40. 40. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda There are always ways to implement it while following accessibility & indexability best practices http://googlewebmastercentral.blogspot.com.es/ 2014/02/infinite-scroll-search-friendly.html
  41. 41. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Create the content to really answer the queries that you want to rank for, including relevant terms
  42. 42. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Feature these in the key areas of your pages Meta description Headings Title Body text Images URL Terms or topics in Videos
  43. 43. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Make the most out of titles, descriptions & URLs title good poor meta description url fair Begin with targeted term ~ 55 characters for desktop & 
 ~ 60 for mobile descriptive and attractive 
 expanding title, inviting users to click ~150 characters for desktop & 
 ~115 characters for mobile short & descriptive targeted terms in url
  44. 44. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Images surrounding text alt description file name optimize with the targeted terms structured markup
  45. 45. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda & videos title file name optimize with the targeted terms caption or surrounding text structured markup
  46. 46. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Be mindful if you require registration, it’s important to balance your approach
  47. 47. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Validate your content accessibility from all type of devices http://www.slideshare.net/aleydasolis/how-to-perform-a- mobile-web-app-seo-audit-key-criteria-validations-tools
  48. 48. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda It can be a sad way to not give the best experience to your users…
  49. 49. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda …and lose traffic too!
  50. 50. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti Specify your content meaning so Google can “understand” it and give you additional visibility #contentandseo at @AMA_Marketing by @aleyda
  51. 51. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti With structured markup #contentandseo at @AMA_Marketing by @aleyda PRODUCTS, RECIPES, REVIEWS, EVENTS, APPS, VIDEOS, ORGANIZATIONS
  52. 52. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti Like in this case #contentandseo at @AMA_Marketing by @aleyda
  53. 53. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti & not only for Rich Snippets but for the knowledge graph too #contentandseo at @AMA_Marketing by @aleyda https://developers.google.com/structured-data/customize/overview
  54. 54. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti You can easily validate & verify its implementation with Google tools #contentandseo at @AMA_Marketing by @aleyda https://developers.google.com/structured-data/testing-tool/
  55. 55. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti To be a step closer to have the perfectly optimized page.. one that is meant to be shared & help convert moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization #contentandseo at @AMA_Marketing by @aleyda
  56. 56. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Use SEO crawlers to identify problems with your content: indexability, duplication, mobile accessibility, relevance, etc. OnPage.org & screaming frog
  57. 57. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda With all this great work you should see results! How to track them? 3
  58. 58. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda From Links, mentions & Shares buzzsumo & cognitiveseo
  59. 59. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda To keywords & content visibility vs. competitors serpwoo & wincher
  60. 60. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda To organic search traffic & conversions! seomonitor
  61. 61. #contentandseo at @AMA_Marketing by @aleyda … to enjoy of your content organic search traffic growth
  62. 62. #contentandseo at @AMA_Marketing by @aleyda Because Content + SEO = Better Together
  63. 63. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Thanks! Do you have any questions?

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