1. Keyword Research
Andy Crestodina
@crestodina #contentjam

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

3. Advertising
Content Marketing
Interrupt, Distract
Attract
Outbound
Inbound
Paid (Budget)
Owned, Earned (Brains)
Hype
Help

4. Search + Social + Email = Content Marketing

6. Traffic: Social, Email, Search

7. 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)

8. HOW GOOGLE
WORKS
It’s simpler than you think...

9. This is why Google won…

10. Search Ranking Factors
Source: MOZ, 2013 Search Ranking Factors

11. SEO (over)simplified
Links = How trustworthy?
On-Page = How relevant?
Keyphrases = Relevant to what?!?

12. Keyphrases: 3 Criteria

13. KEYWORD
IDEAS

14. Sources of Content Ideas
1. Your Industry: Blogs, Videos, Influencers
2. Your Clients
3. Your Sales Team
4. Your Customer Service Team
5. Your Analytics
6. Your Email Outbox
Can I really make the page page on the web?

15. Google Suggest
#gettingideas

16. Ubersuggest
Resource: Ubersuggest

17. CONTEXT
Beware “Universal Search Results”

18. ideos in search results

19. Local Carousel

20. If you search
for “happiness”

21. VOLUME

22. Search Volume: Keyword Planner
Resource: Google Keyword Planner

23. Search Volume: Wordtracker
Resource: Wordtracker

24. Google Trends
Resource: Google Trends

25. Regional
Interest
Resource: Google Trends

26. COMPETITION

27. Link Popularity / Domain Authority
20
40
60
80
#unfair

28. Your Authority…
Resource: Open Site Explorer

29. Their Authority…
Resource: MOZ Analytics
*paid

30. Resource: Mozbar
free!

31. What are
you driving?

32. USING
KEYWORDS
…they call this “on-page SEO”

33. Use the phrase in 4 places
1. Title
2. Header
3. Body Text
4. Internal Links
Indicate the relevance!

34. 1. Title: Once in the beginning
It appears above the address bar in your browser…
…and it’s the link in Google search results!

35. <title>Home</title>
<title>Home</title>

36. 2. Header: once, anywhere

37. 3. Body: 4 - 6 Times

38. Don’t be too
aggressive!

39. Keyword Stuffing = Spam
If you’re really into “keyword density…”
If your article is…
600 words
1200 words
1800 words
Use the phrase…
4 times
6 times
8 times
…but seriously, people. Really?

40. 4. Internal Links
1. Link from older pages
to the new page
2. Use the keyphrase
as the text in the links…
Resource: Internal Linking

41. Internal Linking
Opportunities!

42. EXAMPLES
From recent Orbit blog posts

43. 200 visits / month

44. 45 visits / month

45. 275 visits / month

46. 415 visits / month

47. 3500 visits / month

48. LINK
MAGNETS
…the ultimate trick to ranking.

49. Link Magnets Meet Two Criteria…
1. They are high quality
2. They are highly visible

50. Rank
Links
Rank

51. So that’s how Wikipedia does it!

52. Where there’s traffic, there’s hope...

53. #ContentJam

54. Thank You!
Andy Crestodina
@crestodina #contentjam

55. Step 1: Write 2000+ words
A. Teaches something useful
B. It’s on a topic that you love
C. Use Google Authorship tagging
GOAL: Write the best page
on the internet for the topic

56. Step 2: Pick a phrase
A. Yes, people are searching for it.
B. No, it’s not too competitive.
GOAL: a realistic chance of ranking

57. Step 3: Use the phrase
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Build links to the page from other pages on
your site. Use the keyphrase in the links.
GOAL: indicate the relevance

58. Step 4: Not ranking on Page One?
A. Write a guest post on a similar topic
B. Link to the page from the guest post
C. Get it posted on a site with high authority
D. Improve the page however possible!
GOAL: Link, Link, Nudge, Nudge.