geo -target your content marketing efforts to yield better search results
TRANSCRIPT
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Victoria EdwardsDigital Content Strategist
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• @tallchickvic• linkedin.com/in/victorialedwards• [email protected]• victoria-edwards.com
Where you can find me…
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When I am not working…
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Geo-Target Your Content Marketing Efforts to Yield
Better Search Results
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• 2013 & Beyond
• Local Content Marketing
• What You Can Do Today
Overview
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2014 State of Search
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History Lesson1. SEO: Algorithm Updates Galore2. Content: Secure Search was
Implemented3. Social Media: Hashtag Search
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SEO In 2013
• No fewer than 15 Algorithm Updates!
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Hummingbird
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What Did Hummingbird Do?
• Affected 90% of searches worldwide
• Hummingbird allows the Google search engine to better do its job through an improvement in semantic search.
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• How to better understand the user and their intent of what they are searching for.
Semantic Search
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As conversational search becomes the norm, Hummingbird lends to understanding to the intent of terms used in a query.
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Another Thing That Happened…
SECURE SEARCH
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No More Keyword Data
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Before….
• You could track data at a keyword level
• Help build out keywords to build out your SEO Strategy
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After….
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Hashtag Search
• Introduction of hashtag Search
• Google+ now allows hashtags
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What is it?
• Along with standard search results for their query, the user will also get a live scrolling feed of public Google+ posts bearing the hashtag searched for and links to those hashtag feeds on Twitter and Facebook.
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Everything You Learned in 2013 is Still Relevant, Just
Amplified
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Three Main Components of a Strong SEO Strategy:
1. Great high-quality content
2. That people want to link to
3. That gets people talking
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Content Marketing is Bigger Than Ever!
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“Content marketing will move from buzzword to mature marketing movement in 2014. From an SEO perspective, Google will be looking at companies that have robust content marketing efforts as a sign that they're the kind of business Google wants to support.”
~Jayson DeMers
Search Engine Watch
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Advantages of a Good Content Marketing
Strategy• Regular, helpful content targeted at your audience.
• Social signals from regular sharing and engagement.
• Freshness or signs that your site is alive and growing.
• Increasing authority connected to your body of work.
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Local Content Marketing
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How to Geo-Target
• Keyword Strategy• Content Development• Promotion
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Keyword Strategy
• Where do the people live that you’re trying to target?
• Build out keyword list (10-20)• Core keywords + location
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Health Insurance + Location
• Focus on brand Florida Blue Center Tampa Florida Blue Center Jacksonville
• Focus on non-brand Health insurance Tampa Health insurance Jacksonville
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Develop a Content Calendar
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Content Calendar
• Title of content (add location)• Keywords (Geo-focused)• Platform (social, web, blog, podcast…)
• Audience • Date
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Build Out Content
• Build out valuable content utilizing those keywords
• Types of content• Web pages• Blogs• Whitepapers• Video• Presentations (Slideshare)• Podcasts
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Develop Conversational Content
• Frequently Asked Questions• How-to • Why buy?• Why now?
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Optimize Your Content• Place Keywords in:• Page Titles• Meta Description• On Page
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Even Optimize Images• Make filename keyword friendly• Add keywords in image alt parameters
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Image Example
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• Filename: health-care-reform-and-you-infographic
• Alt parameter: health care reform and you infographic
Image Example
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Social Media• Optimize Facebook & Twitter Profiles with Geo-Targeted Keywords
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Promote Your Content
• Promote your content regularly in social media
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Promoting in Twitter
• Use location as Hashtag
(#tampa, #newyork)
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Title+ Blog image + Link +
Hashtag
Promoting in Twitter
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Promoting in Facebook
Text + Link + Hashtag + Upload Image
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Google – Places for Business
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Benefits of Google Places for Business
• Shows up in Google Searches
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Benefits of Google Places for Business
• Can add accurate information• Hours of operation• Address• Website URL• Category
• With targeted keywords• Can add anchor text which can link to
your other digital assets
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Benefits of Google Places for Business
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• With targeted keywords
• Can add anchor text which can link to your other digital assets
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Local Social Media
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Paid Advertising
• Social Media Ads• Twitter• Facebook • LinkedIn
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What You Can Do Today
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Optimize Business Profile
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Optimize Business Profile
• Build out content with geo-targeted keywords
• Add links, images, photos, videos
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Optimize Social Media Profiles
• Add geo-targeted keywords in:• Profiles• Updates• Ads
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Develop Your Content Calendar
• Start to develop your content calendar
• Make sure you’re focusing on location focused content
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Develop Your Social Community
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Develop Your Social Community
• Followerwonk.com • Find people in your niche• Analyze followers
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Start Promoting!
• Promote deals (with hashtags) • Promote content(with hashtags) • Promote news (with hashtags)
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Victoria Edwards
• @tallchickvic
• linkedin.com/victorialedwards
• victoria-edwards.com
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