how to make sure your content is found

Presented by: Susan Brake, Development Counsellors International August 14, 2014

How to Make Sure Your Content is Found

But, First…

Indiana Jones wants to talk about the difference between

classic and old school

Classic:

The Holy Grail. According to Indy, it’s best we preserve this so that all ages understand its importance…

Old School. Indy says this should never see the light of day again.

The Same Theory Applies

in Marketing Your Website

SEO Tactics Best Left in the Past

9

Google Reacts

10

Major Updates

Florida (2003) – Links Matter

Jagger (2005) – Low Quality Links

Big Daddy (2005) – Duplicate Content

Universal Search (2007) – News, Video, Photos, Etc.

Caffeine (2009) – Importance of Speed

Social Signals (2010) – Content Sharing is Crucial

Panda (2011) – Site Quality & Content Farms

Penguin (2012) – Over Optimization

Hummingbird (2013) – Brand New Engine

Effects of PandaBasic Optimization Still Allowed

Content Farms Outlawed

Human-Centric (Based on Analytics)

Ad-to-Content Ratios Measured

Traffic, Popularity, Links Emphasized

The Golden Rule: If People Like It, Google Likes It

Classic Tips

Google

Get to Know One Another

2Getting to Know the Basics of SEO

15

FRAMES

GRAPHIC TEXT

EXCESSIVE SCRIPT

FLASH

• Analyze Keywords

• Analyze Keywords• Follow Basic Optimization Steps – Title Tags–Meta Descriptions– Alt Images – Page Content

Title Tags:• 64 characters or less• Include | instead of comma• Place important keywords toward

front• Make each title tag unique

Title Tags

• 160 characters or less• Write compelling copy• Include one keyword• Make each meta description

unique

Meta Description

• 150 characters or less

• Text should describe image and include keywords

• Make each ALT Tag unique

ALT Image Tag

Page Content

• Use keyword once prominently near top (header)

• Use keyword 2-4 times in body

• Avoid “click here”• Include appropriate calls-

to-action• Internal linking

• Content Marketing – Saves the Day

Send Love Letters

Content marketing is . . .a marketing technique of creating

and distributing relevant and valuable content to attract, acquire,

and engage a clearly defined and understood target audience – with the objective of driving profitable

customer action.

Content Marketing is Nothing New..

Challenges with Content

Engaging Content….

Educates: Answers common questions

Engaging Content…

1. Educates2. Evokes some sort of emotion

A Tale of Two Videos

“This is My Kentucky” “Kentucky Kicks Ass”

Engaging Content

1. Educates2. Evokes some sort of emotion3. Is Useful

Don’t Limit Your Communication

Repurpose, repurpose, repurpose

Broadcast your Message

Consider Natural Digital Planning

Plan for the Expected Content Format Promotion Date

Annual Report Download Social Media, Video Interviews, 8 blogs, Infographics, Presentation

June 20

Store Opening In-Person Event Press Release, Social Media, Blog, Video

July 1

Positive Coverage in Regional Paper

News Article Social Media, Blog, e-Newsletter

TBD

Remember the Classics to Make Sure Your Content is Found

Consider Natural Digital PlanningBroadcast your Message

Get to Know One Another Send Love Letters Don’t Limit Communication

If You Remember the ClassicsIndy (and Google) Will Love You

Thank You!

Want to know how classic your website is? The first 5 to email me

will receive a basic audit of your site:

Susan.brake@aboutdci.com

A.