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Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

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SEO for content specialists: Learn how to make the most out of SEO to achieve your content goals.

Publié dans : Marketing, Technologie

Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

  1. 1. Making the Most Out of SEO to Achieve Your Content Goals #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  2. 2. hell0 confab! I’m so happy to be here #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  4. 4. let’s talk about seo #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  5. 5. it’s not this. this is simply spam. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  6. 6. it’s BETTER visibility by improving relevance & popularity Relevance popularity #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  7. 7. connecting search audience interest with business offer #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  8. 8. which is done with web content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  9. 9. seo needs relevant, original & compelling content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  10. 10. 1. content relevance is a key SEO RANKING factor #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/
  11. 11. google makes it clear in their quality guidelines #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/35769?hl=en#1
  12. 12. penalizes those sites that don’t comply with them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312
  13. 13. *OUCH* #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/
  14. 14. and it’s evolving their algorithm with semantic features #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.html
  15. 15. 2. COMPELLING CONTENT ATTRACTS links, citations, shares #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  16. 16. which increases a page popularity and rankingS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  17. 17. because all of this, content is the SEO king #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  18. 18. ups! sorry. I meant A good king. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  19. 19. but how can seo help content? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  20. 20. BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  21. 21. in the age of the multi-channel customer journey #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
  22. 22. CONTENT is the common DRIVER #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  23. 23. to sell #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  24. 24. to educate #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  25. 25. to grow your community #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  26. 26. to support your customers #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  27. 27. to build your reputation #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  28. 28. TO COMMUNICATE YOUR NEWS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  29. 29. which are part of your content goals too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  30. 30. here are a couple of ways seo CAN HELP you TO achieve them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  31. 31. identifying your search audience needs 1. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  32. 32. to create content that connects with your audience #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics page 1 page 2 home topics that your audience search about your business & industry content type & format that your audience will love & endorse your site
 in search engines Content supply in your website #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  34. 34. to identify current content with search audience demand Content Demand 
 in search engines Content supply in your website YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  35. 35. and the non-fulfilled demand of your search audience Content Demand 
 in search engines Content supply in your website YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND LET’S IDENTIFY THAT NON-FULFILLED DEMAND WITH A KEYWORD RESEARCH #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  36. 36. applying search behavior, business & content criteria relevance & intent search volume, seasonality & competition current rankings & content existence industry keyword suggestions competitors keywords performance current keywords & content performance business goals, volume & profitability your prioritized keywords and topics #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  37. 37. 1. start by getting keywords & PHRASES suggestions tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  38. 38. look for modifiers MATCHING customer journey & personas #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ! ! review tips guide news … informational products +brands topics … ! ! buy reserve purchase register … transactional + products brands topics … and …
  39. 39. 2. identify their search volume & seasonality seasonality keywords search volume and ideas adwords.google.com/KeywordPlanner #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  40. 40. 3. validate the initial data with additional tools seasonality keywords search volume and ideaswww.semrush.com/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  41. 41. 4. expand it with those of your competitors competitors keywords, search volume and seasonality www.semrush.com/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  42. 42. 5. see which search vertical gives more traffic www.similarweb.com/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  43. 43. 6. check your linked content, rankings & organic traffic http://www.google.com/analytics/ www.google.com/webmasters/tools/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.opensiteexplorer.org/
  44. 44. avoiding “not provided” focusing on pages & not keywords http://www.google.com/analytics/ www.google.com/analytics/ www.google.com/webmasters/tools/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  45. 45. 7. SET ALERTS TO monitor & leverage NEW contenT TRENDS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.talkwalker.com/alerts www.google.com/trends/hottrends
  46. 46. you can now consolidate all the gathered keyword data #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  47. 47. and prioritize by relevance, intent & search volume #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  48. 48. 8. check your current rankings for these keywords #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  49. 49. 9. finally, verify their competition level competition level results format moz.com/tools/keyword-difficulty #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  50. 50. which will provide the additional information you need #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  51. 51. to identify the keywords with the specified criteria #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ! ! Relevance search volume competition seasonality intent ! ! existence format rankings
 conversions INDUSTRY behavior current content ! ! VOLUME PROFITABILITY business offering
  52. 52. Content Demand 
 in search engines Content supply in your website that will target the unfulfilled search audience needs #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  53. 53. Content Demand 
 in search engines Content supply in your website with your web content areas, types & formats #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  54. 54. it’s now time to improve this content visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  55. 55. giving your content search visibility & conversions 2. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  56. 56. let’s start by checking google’s current search results #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  57. 57. the “standardized” 10 links results days are over http://www.google.com/webmasters/tools/richsnippets #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  58. 58. we now have PERSONALIZED & multi-device results http://www.google.com/webmasters/tools/richsnippets #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics personalized
  59. 59. local results with map, carrousel & reviews local carrousel business reviews maps authorship #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  60. 60. answer box, images, news, authorship & knowledge graph news images answer box authorship knowledge graph #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  61. 61. video, recipe with ratings results authorship recipe w/ ratings video #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  62. 62. products with reviews authorship product w/ reviews #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  63. 63. and more! check-out this dr. pete’s presentation www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  64. 64. it’s not just about rankings anymore, but visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  65. 65. how to stand out & make the most out of these? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  66. 66. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics improving relevance & search-friendliness of content map keywords with web architecture identify content type & format to target each topic optimize content (pages, images, videos) for their targeted keywords use structured markup to give a meaning to your content verify that your content is correctly seen by search engines make sure your content is correctly shown in mobile devices facilitate your content 
  67. 67. x #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics 1. map your keywords with your web content areas community product category 2 learning center events home product 1a product 1b product n1 product n2 category 
 a categoty 
 b blog product category 1 product category n
  68. 68. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics and the content types & formats to develop or optimize www.distilled.net/blog/the-content-matrix/
  69. 69. it’s key to avoid lack of targeted relevance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics good implementation of parallax for seo bad implementation of parallax for seo
  70. 70. and minimize content cannibalization issues community product category 2 learning center events home product 1b product n2 category a categoty b blog product category 1 product category n targeting query A product 1a product n1 targeting query a = #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it’s ok - targeting different modifiers that google identifies as relevant for this query
  71. 71. that makes google to not choose the best page to rank community product category 2 learning center events home product 1b product n2 category a categoty b blog product category 1 product category n #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics this is not ok a question page from the community q&a is not the best for this transactional query product 1a product n1 = targeting query A targeting query a
  72. 72. use siteliner to check internal content duplication ISSUES #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.siteliner.com/
  73. 73. 2. optimize pages relevance towards their targeted terms #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  74. 74. featurE them in key areas & elements of your pages #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics meta description headings title body text images url keywords, topics or phrases in videos
  75. 75. and facilitate their shareability #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  76. 76. use embed codes besides share buttons #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/
  77. 77. 3. OPTIMIZE YOUR images relevance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics surrounding text alt description file name optimize with the targeted terms
  78. 78. and your videos relevance TOO #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics title file name optimize with the targeted terms caption or surrounding text
  79. 79. 4. check how google (vs. your users) see your content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en
  80. 80. and how your mobile users visualize it with an emulator #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator
  81. 81. if you require registration, balance your approach #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics registration requirement to see more. be careful with the implementation to avoid cloaking. visible content to users & search engines, enough to give relevance to the page
  82. 82. remember your page body needs relevant content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics http://youtu.be/8DNzUWgHtKc
  83. 83. 5. make the most out of the title, meta description & url #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics 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
  84. 84. use the seochat meta tag generator to preview them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics tools.seochat.com/tools/metatags-google-preview/
  85. 85. and a user agent switcher in your browser to verify them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ipad iphone bit.ly/snifferfirefox bit.ly/snifferchrome
  86. 86. 6. give a “meaning” to your content with structured data #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/99170?hl=en schema.org
  87. 87. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics and enhance your search results with rich-snippets
  88. 88. use structured data & schema tools to generate them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generators
  89. 89. and the structured data testing tool to check its usage #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.google.com/webmasters/tools/richsnippets
  90. 90. 7. use the authorship & publisher tags for more visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/1408986
  91. 91. and set the markup for the in-depth articles feature #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/3280182?hl=en
  92. 92. along a google+ page for you & your business #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.google.com/insidesearch/features/authorship/
  93. 93. 8. if a news site, optimize & submit for google news too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205YOU’LL NEED TECHNICAL SUPPORT for this
  94. 94. maximizing every search opportunity for your content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  95. 95. UGH, BUT ALL THIS IS SO MUCH WORK! #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics oh please! we haven’t even gone technical
  96. 96. you can support yourself with an on-page SEO grader #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.google.com/webmasters/tools/richsnippets
  97. 97. or USE SEO CRAWLERS TO do large SCALE analysis #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  98. 98. have the “perfectly optimized page” as a reference too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  99. 99. start collaborating with the seo team too (your new bff) #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it will be particularly handy for technical optimization
  100. 100. finally, always monitor your content search performance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics organic search conversions external links & shares organic search traffic organic search 
 rankings & visibility additional tools that can help to track it
  101. 101. this will serve to evolve your content over time #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it’s an iterative & incremental process
  102. 102. now you’re ready to use seo to achieve your content goals #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics let’s go!
  103. 103. you can also ask me about seo later in twitter! Just Follow me @aleyda thanks! do you have questions? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  104. 104. https://www.flickr.com/photos/maggiew/6121978180/
 https://www.flickr.com/photos/gordontarpley/13442033023/ https://www.flickr.com/photos/lens-cap/6923275818/ https://www.flickr.com/photos/st3f4n/4171756453/
 https://www.flickr.com/photos/jdhancock/5845280258/ https://www.flickr.com/photos/lens-cap/12335354515/ https://www.flickr.com/photos/huguesndelafleche/7180733937/ https://www.flickr.com/photos/brizzlebornandbred/9175200216/ IMAGES featured UNDER CREATIVE COMMONS http://www.flickr.com/photos/bfishadow/3591117493/ http://www.flickr.com/photos/kwl/3408969036/ https://www.flickr.com/photos/kwl/3346188435/ https://www.flickr.com/photos/han_shot_first/8065610332/ https://www.flickr.com/photos/trustypics/5416859444/ https://www.flickr.com/photos/maggiew/6121978180/
 https://www.flickr.com/photos/legofenris/4563478042/ http://www.flickr.com/photos/st3f4n/4482211416/ https://www.flickr.com/photos/kalexanderson/5592994934/ https://www.flickr.com/photos/matthewpaulson/7820480682/ https://www.flickr.com/photos/donsolo/2765213316/ https://www.flickr.com/photos/lens-cap/10718593294/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics