create content with seo in mind: part 1 | rbm

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Create Content With SEO in Mind Daniel Eng | Sr. SEO Strategist | [email protected] Alberto Cantor | SEO & Data Analyst | [email protected]

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Writers and SEO analysts are often on opposite ends of the spectrum. Whereas writers embrace creativity and the freedom to discuss a topic, those familiar with SEO best practices know how to optimize a piece of content to ensure the highest number of viewers. This presentation is the first in a series of lessons for writers and other content creators to understand SEO principles and how to apply them to their writing to maximize discoverability.

TRANSCRIPT

Page 1: Create Content with SEO in Mind: Part 1 | RBM

Create Content With SEO in MindDaniel Eng | Sr. SEO Strategist | [email protected] Cantor | SEO & Data Analyst | [email protected]

Page 2: Create Content with SEO in Mind: Part 1 | RBM

What is search?

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Search can be broken into three different buckets:

1 2 3Organic Search

Paid Search

Internal Search

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1Organic Search

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2Paid

Search

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3Internal Search

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What is SEO?

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While some concepts may be universal, search

engine optimization (SEO) primarily

relates to Organic Search

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Matt is Google's search guru, and he will take us through this presentation

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often likes to ask questions such as...

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How Do I Rank #1?

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How does page A outrank page B in search results?

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and comes up with answers such as...

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Because Page A has more "authority" and "relevance" compared to Page B

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Authority deals with how the rest of the world wide web has signified that Page A is a source of reliable

information

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Relevance deals with how well the content

living on Page A answers the question submitted through a

search

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Relevance deals with how well the content

living on Page A answers the question submitted through a

search

To illustrate it...

Forbes is more Authoritative and Relevant than the

Pawnee Republican

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So what does this have to do with YOU?

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Consider the three major search engines

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They work with complicated algorithms that determine the relevance and importance of a web

page for a certain search query

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They look for web pages, documents, images, videos, and other multimedia elements by "crawling"

the internet

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But even though there are many elements on the web, they can only index a few

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and what's this "crawling" I read about?

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Search engines use automated scripts, commonly known as crawlers, that browse the world wide web

providing particular data about pages and sites

Page 29: Create Content with SEO in Mind: Part 1 | RBM

There are two audiences for

SEO:Users (humans) and Crawlers

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We see images, videos, listen to

music, read, comprehend and

understand content, and enjoy

the experience

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Image:http://www.metatags.org/images/spider.jpg

Crawlers read HTML tags, text

links, and surrounding

content, but they don't understand most elements

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So, just to make it simple...

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This is what crawlers see

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This is what we see

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And this is what the

crawler shows us

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So... you might be wondering

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What does it take to rank high? What

does it take to be #1?

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Up until now you've learned a bit about:

1. Search2. SEO

3. Crawlers

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but there's a lot more ground to cover, and it's impossible to go over it in one single

presentation, so I'll divide it in 4 parts...

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1. Introduction2. HTML Elements

3. Keywords4. Content and

Links

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1. Introduction2. HTML Elements

3. Keywords4. Content and

Links

So come back next week to learn about the most important HTML elements in SEO

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Thanks! send us your questions

Daniel Eng | Sr. SEO Strategist | [email protected] Cantor | SEO & Data Analyst | [email protected]