seo + content marketing · seo. purpose: drive traffic to websites by removing online barriers from...
TRANSCRIPT
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO + Content MarketingTwo sides of the same coin
Sean Van Guilder & Maureen JannPoint It Digital Marketingwww.pointit.com 08.24.2016
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing2
Housekeeping
Additional Q&A addressed at the end of session
A link to view a recorded version of the webinar will be emailed within 48 hours
Raise your hand if you are having technical difficulties
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Submit question via chat
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Tweet along!
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#SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
About Point It
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World-Class Clients
Our Services
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
About the Presenter
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Sean Van GuilderDirector of Search Engine OptimizationPoint It Digital Marketing
@SeanVanGuilder
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
About the Presenter
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Maureen JannDirector of MarketingPoint It Digital Marketing
@MaureenOnPoint
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing7
Table of Contents
What is SEO-Optimized Content Marketing1 How can I keep this all
straight?4
What is good SEO content?2 What can I do to make sure
Google finds my content?5
How can I find SEO-friendly topics?3 6 Questions
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
What is SEO-Optimized Content?
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Maybe you’re thinking…
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“But…but…but…SEO AND CONTENT MARKETING
ARE AT ODDS!”
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO-Optimized Content Marketing Defined
10
SEO
Purpose: drive traffic to websites
by removing online barriers from
searchers so they can answer their questions on your
website and ultimately convert
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO-Optimized Content Marketing Defined
11
SEO
Purpose: drive traffic to websites
by removing online barriers from
searchers so they can answer their questions on your
website and ultimately convert
Purpose: drive prospect traffic by answering their
questions via self-published content
in a variety of formats that will ultimately drive
conversion
ContentMarketing
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO-Optimized Content Marketing Defined
12
SEO
Purpose: drive traffic to websites by removing online
barriers from searchers so they can answer their
questions on your website and ultimately convert
ContentMarketing
Purpose: drive prospect traffic by answering
their questions via self-published
content in a variety of formats that will ultimately drive
conversion
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
SEO-Optimized Content Marketing Defined
13
SEOContent
Marketing
COMMON GOALS
Drive trafficAnswer prospect questions
Convert prospects into customers
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing14
LET’S HUG IT OUT
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing15
Valuable
Relevant
Consistent
User question-driven
User-friendly
Designed for customer
action
SEO-Optimized
Content is…
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Core Keyword Phrase vs. Question-Driven
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What are SEO best practices for content marketing?QUESTION:
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Core Keyword Phrase vs. Question-Driven
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QUESTION:
What are SEO best practices for content marketing?
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Core Keyword Phrase vs. Question-Driven
18
SEO best practices content marketingCORE KEYWORD PHRASE
What are SEO best practices for content marketing?QUESTION:
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
What is good SEO content?
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
…from a SEO perspective
Getting Found
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Mobile search overtook
desktop last year!
So what? How does that impact
content marketing? Natural language searches, silly!
Oh.
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Knowledge Card
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
After the Click
…from an SEO perspective
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high-quality answers
=
higher content ranking
Quality Content is a
RANKING FACTOR
TOP 3
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Don’t skimp on skimmable headlines
Headlines
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• <H1> is most important –overarching theme
• <H2> – subsections of h1• <H3> – subsections of h2
• <H4>-<H6> don’t matter!
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
…from an SEO perspective
Quality Content
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STEP 1: Create personas
STEP 2: Find the questions your market is asking
STEP 3: Write content toanswer those questions
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
…from an SEO perspective
Regular Schedule Programming
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Google “freshness score”• Post Often• Refresh content regularly• Regularly add new pages to your
websiteNew content answers new questionsRegular updates impacts ranking on all engines
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
How can I find SEO friendly topics?
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
It’s not as hard as you think.
Generating Content Topics
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To generate ideas for your content and keyword research, you'll find a wealth of resources at the following sites:• Answer the Public• BuzzSumo• SEMRush• Google Trends• Google Alerts• Feedly• Quora• Nuzzel
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Keeping it all Straight: SEO+ContentMarketing
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Benefits
An SEO-Ready Content Calendar
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QUALITY COMMUNICATION SOCIAL MEDIA
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Maybe you’re thinking…
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“But…but…but…I ALREADY HAVE A CONTENT
CALENDAR!”
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
You’ve probably already got a calendar but does it have…
Content Calendar
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Content type categories
Frequency of posting
Tone
Desired Action
URL
Core Keyword Phrase
Social media schedule
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@SeanVanGuilder @MaureenOnPoint @Point_It | #SEO #ContentMarketing
Questions?
A link to view a recorded version of the webinar will be emailed within 48 hoursi
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