seo summit presentation slides - amazon s3€¦ · help you assign keywords and prioritize future...

Copyright © 2017 Rebecca Gill & iThemes

seosummit

seosummit DAY TWO


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QUESTIONS & HOMEWORK REVIEW


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MASTERING THE ART OF SITE MAPPING


seosummit SEARCH INTENT In today’s world of SEO, search engines are smart and they care about what the user wants and expects to see in search results.

There is a BIG difference between a hot dog you eat and a hot dog that is panting from warm weather.

Google considers a number of user intent factors when deciding what content to deliver for a given search phrase.

Before planning your website’s sitemap, you need to think through the users’ search intent and consider how it relates to your planned content.

Don’t stretch for a keyword phrase that doesn’t match closely to your content and/or the nature of your website.

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seosummit TYPES OF SEARCH INTENT

Navigational Navigational searches are performed with the intent of going directly to a specific website. These are searches for a company, website, or person. EX: Facebook, Oprah, The White House

Commercial Investigational searches are inquiries that lead up to a purchase and help a buyer find information. These could be consumer or business related. EX: Person Injury Lawyer, Yoga studios

Informational This is the largest category and typically represents people looking for quick answers like recipes, game times, weather, or even the cure to an illness. EX: Brownie Recipe, Chicago Weather, Rash on Head

Transactional These searches are largely for purchases or completing a specific task such as receiving a quote or signing up for a service. EX: Car Insurance Quotes, GQ Magazine Subscriptions

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seosummit EXAMPLES seosummit


seosummit seosummit WATCH FOR DIALECT

§  Soda vs. Pop vs. Coke §  Football vs. Soccer §  Frying Pan vs. Skillet §  Corn Hole vs. Baggo §  Super vs. Dinner §  Bodega vs. Convenience

Store §  Gutter vs. Rainspout §  Davenport vs. Couch vs. Sofa §  Attorney vs. Lawyer §  Doctor vs. Physician §  Hoagie vs. Sub vs. Hero


seosummit THE MAGIC OF CONTENT SILOS

A content silo (or SEO silo) is a method of grouping related content together to establish the website’s keyword-based topical areas or themes.

Think back to your last visit to a library – you know before Kindles and iPads existed. How did the library staff help you find books of interest?

They grouped content into sections such as fiction or nonfiction. Well, guess? That is a content silo, but the old school kind.

Organization Matters

Content silos help search engines because just like the human visitor, search engines need to have a good understanding of your website’s content. Search engines want to know what your website is about, how it is structured, and where content is located.

Content silos help with this effort by providing a set of structure to content that mimics that of old-school index cards at the library.

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CONTENT SILOS Let’s look at an

example for a yoga studio.


seosummit EXAMPLES OF CONTENT SILOS seosummit


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CONTENT SILOS Let’s look at content

silos in Dyno Mapper and HTML sitemaps.


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HELP SEARCH ENGINES It is easier for search engines to

find and deliver relevant content when it is focused and organized

around topics.


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CLASSROOM EXERCISE #7 FINDING YOUR CONTENT SILOS

Dyno Mapper & Website Review


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A content audit is a process of documenting a list of your existing content and assessing it for strengths and weaknesses. This inventory list and assessment will help you assign keywords and prioritize future marketing activities. When performed correctly, a good content audit will help you to answer questions about the content pieces on your site as well offer a number of other benefits.

Since this is a mind numbing task, I’d like to start by stating why we want to go through this exercise. Content auditing will:

§  Provide a comprehensive list of content

§  Force you to review and document existing focus keywords

§  Force you to review existing keyword ranking, which can be a reality check

§  Force you to review your social media activity

§  Help illustrate which content search engines like

§  Help identify which content is available for future keyword opportunities

§  Generate ideas and/or a list of future content needs

WHAT IS A CONTENT AUDIT? seosummit


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CONTENT AUDITS Let’s look at an

example for a yoga studio.

Example: Yoga Content Audit Template.xlsx


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CLASSROOM EXERCISE #8 CONTENT AUDITS

Google Search Console Google Analytics

Dyno Mapper SEMrush

SpyFu

Templates: Content Audit Template.xlsx


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1.  Grab your list of keywords that was ranked for relevance.

2.  Start with the highest relevance tab and sort this list by keyword.

3.  Create a new column and label it Content URL.

4.  In this new column, assign any existing content to applicable keywords by placing the URL of the content in the appropriate row. Use your content audit for this task.

5.  If you have a large site and you’re struggling with the above step, use Google Search Console, SEMrush, or SpyFu to locate ranking keywords and content combinations.

6.  Sort your spreadsheet to separate phrases with existing content from those without content.

7.  Now create a new column and label it Focused.

8.  Review the list of phrases and determine which ones you’d like to add to your website or blog and mark them in a new column.

SITE MAPPING FORMULA seosummit


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9.  Next review this list of focused keywords one by one in Google search or KW Finder to see what lands on page one of SERP. KW Finder is worth it’s weight in gold for this task.

10. Ask yourself if you can beat content in this list with organic SEO. This step is painful.

11.  Keep phrases you feel confident about as focused phrases in your sheet and remove any you question.

12. Now assign a new content piece to the focused keywords. Remember these could be pages, posts, products, etc.

•  Assign higher search volumes to cornerstone content like products and pages.

•  Assign lower search volumes to blog posts or categories.

13. Consider content silos and decide if they are applicable to your focused phrases

SITE MAPPING FORMULA seosummit


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RULE #5 Find your sweet spot

and master it.


seosummit MY EXAMPLE BREAKOUT

Keyword Phrase

Search Traffic

Sweet Spot

PPC Cost Difficulty

Relevance Score Focus Status Type Existing Content URL

ERP 60,500 No $18.79 63 High No

ERP Software 14,800 Stretch $26.72 59 High Yes Existing Page website.com/erp-

software/

ERP System 9,900 Stretch $16.42 61 High No

ERP Vendors 390 Yes $12.12 Low No

ERP for Small

Business 260 Yes $24.68 Medium Yes New Post

What is ERP

Software 1,231 Yes $12.38 Low Yes New Post

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seosummit MY EXAMPLE BREAKOUT

Keyword Phrase

Search Traffic

Sweet Spot Difficulty

Relevance Score Focus Type Comments and Thoughts

ERP 60,500 No 63 High No Very generic and difficulty is high. Not worth pursuing.

ERP Software 14,800 Stretch 59 High Yes Page

Would be hard, but doable with long-term effort. PS – It did rank!

ERP System 9,900 Stretch 61 High No Similar software, so maybe we should focus on one for now. PS – It did rank!

ERP Vendors 390 Yes Low No

I am singular and this phrase is plural. I’d need to be really creative to make this work. PS – It did work and rank!

ERP for Small

Business 260 Yes Medium Yes Post Very focused and exactly who

we served. Excellent option.

What is ERP Software 1,231 Yes Low Yes Post

Would not have focused on years ago, but totally would now. This is position zero material so it’s worth gold.

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CLASSROOM EXERCISE #9 SITE MAPPING Template: Keyword Mapping.xls


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HOMEWORK ASSIGNMENTS

1.  Further define your possible content silos. 2. Further plan out your potential keyword site map. 3. Write one piece of SEO friendly content: •  Pick a keyword phrase •  Write a MINIMUM of 1,000 words •  Create a title •  Create a URL •  Locate an image •  Document any suitable links (internal of external)

Keyword Mapping.xls

Bonus: Email me your content for review on Day 3. [email protected]


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TIME FOR YOUR QUESTIONS ?


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DAY TWO IS A WRAP

seo summit presentation slides - amazon s3€¦ · help you assign keywords and prioritize future...

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