Maximizing your content for your SEO process

Maximizing Your Content for Seo Success & Love#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI... Let’s talk about Content for Seo Today#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA F

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Maximizing Your Content for Seo Success & Love

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

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Let’s talk about Content for Seo Today

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Making it “keyword” relevant is not enough

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There are more characteristics to be fulfilled

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To maximize your content Seo performance

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It shall be bot-friendly

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Panda Proof

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Rank & attract your audience attention

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Educate about your offering

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Communicate your news

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Help you sell your products or services

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Provide a great e xperience

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Which will get your audience endorsement.

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I n a continous & scal ab le process

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Raise your hand if you follow all this!

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We have a challenge

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But we can improve to achieve these goals

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Start by asking the following questions

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Who are & How my audience search?

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Go beyond “keyword relevance & search volume”

CONTENT FORMAT

USED DEVICES

INTENT

TOPICS

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Identify terms, phrases, modifiers, variants

http://keywordtool.io/

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Expand your ideas thanks to your competitors

http://semrush.com/

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See which vertical & format provides more traffic

http://similarweb.com

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Identify your Web most linked content & topics

http://www.google.com/analytics/

http://opensiteexplorer.org

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Check your most shared topics, formats & platforms

http://socialcrawlytics.com

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Search the most shared content in social networks

http://buzzsumo.com

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Verify the devices used for the relevant queries

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Map this with your customer journey

http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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Answer when do they search what and how

+

INFORMATIONAL

review tips guide news

TRANSACTIONAL

buy reserve purchase register

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Profile your Audience & Identify your Personas

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Check-out these Personas guides

http://moz.com/blog/personas-understanding-the-person-behind-the-visit

http://www.creativity101.com/creating-a-persona-why-and-how/

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Prioritize topics & keywords based on your findings

BEHAVIOR

relevance volume competition seasonality persona intent scenario

BUSINESS

availability profitability

STATUS

content existence content format

rankings traffic conversions growth

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How to connect with my search audience and  

fulfill their needs while giving the best experience?

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http://moz.com/blog/google-organic-click-through-rates-in-2014

By giving your content the best visibility…

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Which is not just about rankings anymore

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But also about optimizing for search features

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Our optimization efforts should evolve as Google

http://www.google.com/webmasters/tools/richsnippets

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Optimize the experience of your content

map topics

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

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Map the prioritized topics with your web areas

community

product category 2 learning center events

home

product 1a product 1b product n1 product n2

category  

a category  b

blog

product category 1

product category n

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As well as the content type & format

www.distilled.net/blog/the-content-matrix/

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Avoid internal content duplication issues

www.siteliner.com/

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and the lack of targeted relevance

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Check out these resources to solve it

http://moz.com/blog/parallax-scrolling-websites-and-seo-a-collection-of-solutions-and-examples

http://builtvisible.com/on-infinite-scroll-pushstate/

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Make sure each page has an attractive content offer

http://youtu.be/8DNzUWgHtKc

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meta description headings

title

body text images

url keywords or topics in

videos

Optimize your content towards their targeted terms

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Each page should be considered a landing page

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Attractive, with purpose, built to connect & convince

https://blog.kissmetrics.com/landing-page-design-infographic/

http://www.slideshare.net/ScottValentine1/how-to-optimize-landing-pages-for-conversions

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When optimizing, think on your personas

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

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Don’t forget to optimize your images

surrounding text

alt description file name

optimize with the targeted terms

structured markup

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And your videos too!

title file name

optimize with the targeted terms

caption or surrounding text

structured markup

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Test how your content is delivered for all devices

https://developers.google.com/speed/

pagespeed/insights/

https://developer.chrome.com/devtools/docs/

device-mode

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Making sure each target their users characteristics

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Give your content a meaning with structured data

support.google.com/webmasters/answer/99170?hl=en

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Which in some cases will give extra-visibility too

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www.google.com/webmasters/tools/richsnippets tools.seochat.com/category/schema-generators

Use generators & testers for the implementation

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Facilitate your content shareability with buttons

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And mark your content for social sharing

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Maximize your visibility in social networks with them

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You can verify them with their own validators

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Always enable ways to distribute your content

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Ugh! But this is so much work

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But now you’ll have an optimized page!

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It’s about being consistent & multidisciplinary

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And what happens when  

I run out of content ideas?

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It’s about being (again) consistent & creative

target trends, news &

updates your research

reformat &

repurpose successful content

curate existing content for hot topics

content

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Keep updated with Content & Keywords Alerts

buzzsumo.com

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Like they have done!

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#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTIYour content deserves visibility! Let’s give it that.

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Thanks Seozone! Do you have questions?

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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/

Images under Creative Commons

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