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#seoforcontent AT #confabEU BY @aleyda FROM @orainti
Making the Most Out of Seo to Achieve Your Content Goals
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hell0 #confabEU
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS?
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
Speaker
Blogger Sharer@aleyda +aleydasolis
Consultant
Hi, My name is Aleyda Solis
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RAISE YOUR HAND: WHO HAS SEO EXPERIENCE IN THE ROOM?
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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who WAS successful and loved it?
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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SEO shouldn’t be a pain FOR CONTENT STRATEGISTS
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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SEO <> SPAM
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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SEO CAN HELP CONTENT TO ACHIEVE ITS GOALS
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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SEO CAN HELP CONTENT TO ACHIEVE ITS GOALS
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
to sell
to educate
to communicate
to support
to promote
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it CONNECTS search audience interest with WEBSITE offer
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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WITH BETTER visibility by improving relevance & popularity
Relevancepopularity
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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#seoforcontent AT #confabEU BY @aleyda FROM @orainti
LET’S SEE HOW…
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#seoforcontent AT #confabEU BY @aleyda FROM @orainti
FIRST, LET’S identify your SEARCH audience needs
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#seoforcontent AT #confabEU BY @aleyda FROM @orainti
WHAT ARE YOUR POTENTIAL SEARCH VISITORS LOOKING FOR?
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relevance & intent
search volume,
seasonality & competition
current rankings &
content existence
industry keyword
suggestions
competitors keywords
performance
current keywords &
content performance
business goals, volume &
profitability
your prioritized keywords and topics
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
DO A keyword & topical research
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start by getting keywords & PHRASES suggestions
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
http://keywordtool.io/
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look for modifiers MATCHING customer journey & personas
…
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
+
informational review
tips guide news
transactional buy
reserve purchase register
or
products
brands
topics
or
or
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identify their search volume & seasonality
www.semrush.com/
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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expand YOUR KEYWORDS with those of your competitors
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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see which search vertical gives more traffic
www.similarweb.com/
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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check your linked content, rankings & organic traffic
http://www.google.com/analytics/www.google.com/webmasters/tools/www.opensiteexplorer.org/
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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& verify these keywords competition level
moz.com/tools/keyword-difficulty
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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consolidate and prioritize your keywords & TOPICS
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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use them to create, OPTIMIZE & REORGANIZE CONTENT
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
!!
Relevance search volume competition seasonality
intent
!!
existence format
rankingstraffic
conversions
INDUSTRY behavior current content!!
VOLUME PROFITABILITY
business offering
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DISCOVER OPPORTUNITIES TO SATISFY YOUR AUDIENCE CONTENT NEEDS
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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NOW, LET’S OPTIMIZE YOUR CONTENT FOR SEARCH
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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how to attract the visibility your content deserves?
http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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ACHIEVING BETTER POSITIONS FOR RELEVANT QUERIES
http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabEU BY @aleyda FROM @orainti
http://moz.com/blog/google-organic-click-through-rates-in-2014
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but is not just about rankings anymore
http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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IS ABOUT MAKING the most out of search features FOR VISIBILITY
http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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OPTIMIZE THE relevance & search-friendliness of YOUR content
map keywords with web
architecture
identify content type &
format to target each
topic
optimize content (pages, images, videos) for targeted
keywords
use structured
markup to give a meaning to your content
verify that your content is correctly seen
by search engines
make sure your content is correctly
shown in ALL devices
facilitate your content share-ability
BETTER SEARCH
VISIBILITY
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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x
map your TOPICS & KEYWORDS with your web areas
community
product category
2
learning center
events
home
product 1a
product 1b
product n1
product n2
category a
categoRy b
blogproduct category
1
product category
n
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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AS WELL AS the content type & format
www.distilled.net/blog/the-content-matrix/
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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avoid THE lack of targeted relevance
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
BAD GOOD
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THERE ARE ALWAYS SEO FRIENDLY WAYS TO IMPLEMENT
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
http://moz.com/blog/parallax-scrolling-websites-and-seo-a-collection-of-solutions-and-examples
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use siteliner to check internal content duplication ISSUES
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
www.siteliner.com/
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optimize pages relevance towards their targeted terms
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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featurE them in key areas & elements of your pages
meta description
headings
title
body text
images
url
keywords or topics in
videos
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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make the most out of the title, meta description & url
title
good poor
meta description
url
fair
Begin with targeted term ~ 55 characters for desktop & ~ 60 for mobile
descriptive and attractive expanding title, inviting users to click ~150 characters for desktop & ~115 characters for mobile
short & descriptive
targeted terms in url
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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use A meta tag CHECKER to preview them
tools.seochat.com/tools/metatags-google-preview/
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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OPTIMIZE YOUR images relevance
surrounding text
alt description
file name
optimize with the targeted terms
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
STRUCTURED MARKUP
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and your videos relevance TOO
title
file name
optimize with the targeted terms
caption or surrounding text
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
STRUCTURED MARKUP
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search engines should see the same content than your users
www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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in all TYPE OF devices
mobilephoneemulator.com/
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
https://www.google.com/webmasters/tools/
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if you require registration FOR CONTENT, balance your approach
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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REMEMBER THAT your content needs a body
http://youtu.be/8DNzUWgHtKc
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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and a meaning, WHICH CAN BE GIVEN BY USING STRUCTURED DATA
support.google.com/webmasters/answer/99170?hl=en
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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in some cases IT will ALSO give you more visibility
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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USE GENERATORS & TESTERS FOR THE IMPLEMENTATION
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
www.google.com/webmasters/tools/richsnippets
tools.seochat.com/category/schema-generators
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UGH, BUT ALL THIS IS SO MUCH WORK
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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but now you’LL HAVE A “perfectly optimized page” AS A RESULT!
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
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you can ALSO support yourself with an on-page SEO grader
http://moz.com/tools/onpage-grader
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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or USE SEO CRAWLERS TO do large SCALE analysis
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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PLUS, REMEMBER THAT OUR WORK IS MULTIDISCIPLINARY
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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start WORKING along (your new bFF) the seo
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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TOGETHER WE CAN GIVE CONTENT THE SEARCH VISIBILITY IT DESERVES
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
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thanks #confabeu
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
It’s time for your questions!
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IMAGES featured UNDER CREATIVE COMMONS
https://www.flickr.com/photos/isherwoodchris/7322132364/
https://www.flickr.com/photos/guinavere/6226636645/
https://www.flickr.com/photos/kalexanderson/6231391820/
https://www.flickr.com/photos/kalexanderson/7588800922/
https://www.flickr.com/photos/activars/5923479525/
https://www.flickr.com/photos/activars/6590201161/
https://www.flickr.com/photos/mac_filko/8256455440/
https://www.flickr.com/photos/kalexanderson/8972242350/
https://www.flickr.com/photos/23950335@N07/5513197198/
#seoforcontent AT #confabEU BY @aleyda FROM @orainti
https://www.flickr.com/photos/bobsfever/6747750655/
https://www.flickr.com/photos/east_mountain/10351490185/
https://www.flickr.com/photos/icedsoul/2699731884/
https://www.flickr.com/photos/activars/5331301148/
https://www.flickr.com/photos/empirestripesback/10331615303/
https://www.flickr.com/photos/empirestripesback/9799007436/
https://www.flickr.com/photos/empirestripesback/14502360973/
https://www.flickr.com/photos/pedrovezini/5853054073/