ground_up_seo_content_development_as_pu-matt_tuens.ppt

Focused on content side of online since 1997 Plan and implement full, comprehensive content initiatives for clients of all sizes and industries -- anything from planning, producing and implementing all types of content in to existing sites… to developing entire information portals and content sites from the ground up with articles, blogs, news, video…you name it. From the Ground Up I have built numerous content sites that are killing in their industries because they basically treat their sites as magazines, newspapers for their verticals.
Today…. Changing Perspective on content and how much is necessary How to build a helpful site that creates traffic Content development in a ideal situation Content Development on a budget Measuring ROI
One of the major goals of this session is to you is to tweak your perspective about content, to tweak how you think about content. What it means. What it does. What you think of when you hear the word. You may already have a healthy perspective and feel you could never have enough content, but the truth is most people don’t take content far enough.
When it comes to content Most people limit their thinking Think in terms of minimums – of just getting by Nod if you have heard someone say something like this Yeah I’ve got content – I’ve got an About Us page, a Mission Statement, Bios,…. OR I have 20 products – so I need twenty pages of content, right? How much content do I need to rank #1 for…..? All these share one thing – the are all coming from the perspective of doing the minimum Of doing the least possible to get the result they want. (hopefully)
Not only is this NOT the best perspective, You need to be thinking the total OPPOSITE if you want to be successful.
You want to be thinking about how MUCH content you can build. Instead of thinking how little you can do, you want your ultimate goal to be to create a site so full of information that is helpful to your demographic that will answer EVERY question and need they might have You want to strive to become the ultimate resource for information in your industry, vertical, or specialty Those are pretty lofty goals – but that is how you need to be thinking. and then get as close to that as you are able.
Wrong Perspective #2 Make your content all about you Only give info you want to give When you give people the just the info YOU want them to know, no matter how unbiased you try to make it look, readers usually sense something is missing and smell a rat… and then you LOSE CREDIBILITY LOSE SALES LOSE THE REPEAT BUSINESS THAT IS THE CATALYST FOR CREATING CLIENT BASES AND FUTURE REVENUE
Right Perspective Give your demographic what THEY want to know, not what you want them to know. You want to be thinking from THEIR PERSPECTIVE – at ALL times. The KEY – If your content answers all their questions, and gives them both the info they want and the info that will help them make a decision , then they will be much more apt to buy from you and return to you. Ever have a legal question and wish your next door neighbor was a lawyer to you could ask them? Or ever been in the market for a new TV and wish you knew someone that was a total videophile so you could ask them questions? Well people feel that way about lots of stuff. They wish they had a friend in the biz that could help them. Your site should be that guy. Today there is so much choice that we want to find a source of information that we can TRUST, so we don’t have to gather fractured information from a bunch of different places. One of people’s greatest desires today is – in a given vertical – to find one go-to site that has all the information that they need and that they know that they can trust, ALL IN ONE PLACE. BE THAT SITE
One of the best ways to visualize this? Think of treating your site like a magazine – a really good one. FILL IT FULL of informative content, stay on the cutting edge of information, plan out editorial calendars, and continually update.
THINK. LIKE. THAT. It will CATAPULT you ahead of your competition.
Alright, now armed with a fresh perspective, how do you do it. Start by identifying the segments in your demographic Single, married, young, old, working, retired? Do this for each product type you have – even better for every product.
Identify what those segments are looking for when they navigate your industry – when they look around, search, gather info, shop, etc – specifically in relation to your products Why do people buy what you sell What need are you filling What are the points on which people’s decisions pivot What will help inform them What information will help them check off the points in their decision making process What will help move them to action
We’ve all done keyword research, but here it takes on extended meanings. No longer are keywords just terms with search quantities attached to them. Now each keyword may have different aspects for each demographic segment. Now you’re looking at more than just the term they use to search, but the meaning BEHIND why they typed it. Keyword planning is especially important for content sites, because it is a major factor not just in planning and analysis, but in the entire category structure of the site, topic creation, and content creation as a whole. This might seem like it makes it harder, but it actually helps because it helps layout what kind of information you need to provide, thus helping you cover your keywords more thoroughly.
I won’t go deep on keyword research, just into how it extends to and interacts with content creation. Primary terms should be broad, strong, and definitive. They are the most important not because they have the most search volume – which they may – but because they are the foundation upon which your entire site categorization and structure will be built, and they are the roots from which all the content topics will be built. Content topics will be derived from each level.
They will affect content in ways like this:
Now that you are thinking from the perspective of your demographic, breaking them into segments, and understanding what they are really looking for when they type search terms, you can choose the content types. You want to think about what will speak to them the most effectively, will deliver the information the most clearly, and will best answer their wants and needs. Articles? Blog posts? News? Forums? Video?
You want to organize all like content pages together under their category together. You can do this two ways – structurally (directories) and virtually (with links) Structurally You keep all similar content pages (the sub categories) organized under the same category directory. Virtually You link all similar pages to each other, and link all of them to their main category page. This also helps when you have many different types of content (like articles, video, blogs, etc). You can often keep different types of content under the same category directory. But if in your case it does not make sense to do that, you can still keep them organized under their parent category by linking together the different types of content that are in the same category.
What happens when you have an article that covers multiple topics?? Two things. Pick a directory it will go under. The one that the article is MOST about would be best. If all items are equal you will have to find a reasoning to choose or maybe put it under a separate all-encompassing category.
You can also take this more layers down in subcategories and sub-sub-categories. As we saw, Primary begat Secondary, which begat Tertiary, which begat Long Tail. It’s like a family. Each parent category directory has children sub-categories, which in turn have grandchildren sub-sub-categories, etc. This keeps the directory consistent for several levels. It can also be handled through linking, as the grandchildren link up to the child above them, and the children link up to the parent. Keeping similar groups together just adds depth and strength to your content and site.
The other thing you are doing through this organized site structure is creating tremendous internal linking. Just by the nature of an article, there are often references within an article to other subjects on your site. You want to take advantage by linking those references to the page on that subject. This is helpful to the visitor but can dilute your category focus by mixing categories together. If that subject is under a different category you want to NoFollow that link. This strengthens your categories and rankings by not letting you dilute them by linking all over.
Building in an ideal situation Types of Content Articles, blogs, news, video, UGC, descriptions, images Within each type, what subsets best serve your situation Short focused articles Long topical articles Reviews Overviews How-to’s Etc.
Building in an ideal situation How to allocate content Articles on every Major Keyword, Secondary Keyword, tertiary keyword Articles on numerous long tail keywords Topic articles that directly reflect and refer to Major Keywords Topic articles that directly reflect and refer to Secondary Keywords
Building on a budget At best get as close to the ideal as possible Dozens of articles per week, if not hundreds Since the ideal is just that, try to follow Brett’s Rules for a Strong Site – it’s a smart guideline 100 articles, then an article/day = 350-500 articles after one year At very least write an article a day Manageable Consistent
Better budget - Close to Ideal Dozens to hundreds per month often outsourced – few companies set up internally Mid budget – Brett’s Rules 100 Initial articles 350 to 500 articles in first year – pretty healthy site Challenge is that on initial 100 New sites anxious to launch Existing sites busy with business Internally – means a pretty dedicated team Often this means outsourcing at least first 100
Which leaves writing 1 article per day Pro – just one per day Con 20-30 per month can be tough to keep up consistently Other things easily made priority Easy to miss a few days Next thing you know only have 5 or 2 articles in month now you are losing opportunity cost, could have 30 articles on your site climbing and working if outsourced this is a double loss – remember every article is both 1) a traffic source in itself and 2) adds to the overall content value and strength of your site, raising all the others even short articles take 1-3 hours of your day how valuable is your time - your time is money more importantly, a good portion of you articles need to be informative and comprehensive, taking many hours of your day – this is not possible for many people
Pro – cheap, know direction, close by Cons Present inhouse resources allocated elsewhere they were already hired to do a job writing takes them away from that missed responsibilities cost both in 1) responsibilities not being done, or 2) TimeSuck snowball effect - someone else must pick up slack College interns Free or cheap – but must be trained, and take oversight, increasing cost Plus, both the writers and the process need to be managed, and the writing needs to be edited that is a full time job for one person, if not more raises cost significantly Conservative outsourcing, where you work closely with them but they handle all the administration, processes, writing, editing, is much more cost effective
Increased numbers in your direct goals, of course Increased numbers in indirect goals Pages viewed, Time on site, Time per page, Repeat visits (!) Entry page to your site – what pages are drawing visitors to your site – the content should be what is ranking and driving traffic Path – what path are they taking through your site What type of pages are they looking at? (Content, product, ?) What is their exit page – where do they jettison often Analyze Direct Goal Actions Which entry pages ultimately leading to action? For those that took action, what was the last page before the action? Analyze visitors that take action How many are return visitors vs. first time For those returning, what did they do last time? How long on site, what pages visited, how long on each page – THIS IS BASICALLY SHOWING YOUR CONTENT’S EFFECTIVENESS AT CREATING VISITOR INVESTMENT IN YOUR BRAND
So remember – Perspective Planning - Insightful, Thoughtful Planning and Strategy Intelligent Execution …… .And you’ll have tremendous success. Thank You – CLICK ONE MORE TIME

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