This document provides an overview of content strategy and search engine optimization (SEO). It discusses focusing on inbound vs outbound marketing based on available resources. Key aspects of content strategy covered include choosing keywords, using keywords on pages, and building links to improve link popularity. Specific tools are recommended for researching topics, keywords, and measuring results. The overall message is that creating helpful content and promoting it through various channels can drive traffic over time.
2. If you have more MONEY than brains, you
should focus on outbound marketing.
If you have more BRAINS than money,
you should focus on inbound marketing.
- Guy Kawasaki
39. Keywords and Trends
Resource: Google Keyword Planner, Google Trends
Google
Keyword Planner
Google
Trends
Suggests phrases 100+ 10
Search volume
displayed as
Specific numbers Relative Trending
Geography Filter by location Map view
47. Shortcut!
If your
Domain Authority is…
Target keyphrases
with monthly searches of…
less than 30 fewer than 100
less than 50 fewer than 1000
less than 70 fewer than 3000
48. • Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Search Results
51. On-Page SEO: 4 Parts
1. Once at the beginning of the title <title>
2. Once in the first header <h1>
3. Four to six times in the body of the page
4. Links to the page from other pages on your
site. Use the keyphrase in the links.
Indicate the relevance!
55. Inbound Links, Backlinks
A link from any website to your site.
Definitions
Link Popularity, Domain Authority,
PageRank
A measurement of credibility of a website, based on
the number and credibility of sites that link to it.
Link Building
The act of improving the link popularity of a website
to improve search engine rankings.
63. Domain Authority over time…
“Predicts a domain's ranking potential in search engines
based on an algorithmic combination of all link metrics.”
Source: Moz
86. The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)
91. Do this tomorrow…
1. Find a relevant topic
2. Research keyphrases, pick a phrase that
aligns with the topic
3. Write 500 words, use on-page SEO
4. Share it through social media
5. Send it as a newsletter
…then watch your Analytics jump!