Using SEO to achieve your content goals

Making the Most Out of SEO to Achieve Your Content Goals#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics... I’M ALEYDA SOLIS , INTERNATIONAL SEO +7 YEARS EXPERIENCE IN

Trang 1

Making the Most Out of SEO to Achieve Your Content Goals

#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

Trang 2

hell0 confab! I’m so happy to be here

Trang 3

I’M ALEYDA SOLIS , INTERNATIONAL SEO +7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS

FOUNDER OF @ORAINTI & CO-FOUNDER @TRIBALYTICS WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS?

Trang 4

let’s talk about seo

Trang 5

it’s not this this is simply spam.

Trang 6

it’s BETTER visibility by improving relevance & popularity

Trang 7

connecting search audience interest with business offer

Trang 8

which is done with web content

Trang 9

seo needs relevant, original & compelling content

Trang 10

1 content relevance is a key SEO RANKING factor

http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/

Trang 11

google makes it clear in their quality guidelines

support.google.com/webmasters/answer/35769?hl=en#1

Trang 12

penalizes those sites that don’t comply with them

support.google.com/webmasters/answer/2721306 support.google.com/webmasters/answer/2721312

Trang 13

blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/

Trang 14

and it’s evolving their algorithm with semantic features

insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.html

Trang 15

2 COMPELLING CONTENT ATTRACTS links, citations, shares

Trang 16

which increases a page popularity and rankingS

Trang 17

because all of this, content is the SEO king

Trang 18

ups! sorry I meant A good king.

Trang 19

but how can seo help content?

Trang 20

BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS

Trang 21

in the age of the multi-channel customer journey

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

Trang 22

CONTENT is the common DRIVER

Trang 23

to sell

Trang 24

to educate

Trang 25

to grow your community

Trang 26

to support your customers

Trang 27

to build your reputation

Trang 28

TO COMMUNICATE YOUR NEWS

Trang 29

which are part of your content goals too

Trang 30

here are a couple of ways seo CAN HELP you TO achieve them

Trang 31

identifying your search audience needs 1.

Trang 32

to create content that connects with your audience

home

topics that your audience search

about your business & industry

content type & format that your audience will love & endorse

your site

Trang 33

AN SEO TARGETED KEYWORD RESEARCH WILL GIVE ANSWERS

Trang 34

to identify current content with search audience demand

Trang 35

and the non-fulfilled demand of your search audience

LET’S IDENTIFY THAT NON-FULFILLED

DEMAND WITH A KEYWORD RESEARCH

Trang 36

applying search behavior, business & content criteria

relevance &

intent

search volume, seasonality &

competition

current rankings &

content existence

profitability

your prioritized keywords and

topics

Trang 37

1 start by getting keywords & PHRASES suggestions

tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php

Trang 38

look for modifiers MATCHING customer journey & personas

!

! review tips guide news

Trang 39

2 identify their search volume & seasonality

Trang 40

3 validate the initial data with additional tools

Trang 41

4 expand it with those of your competitors

competitors keywords, search volume and seasonality

www.semrush.com/

Trang 42

5 see which search vertical gives more traffic

www.similarweb.com/

Trang 43

6 check your linked content, rankings & organic traffic

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

www.opensiteexplorer.org/

Trang 44

avoiding “not provided” focusing on pages & not keywords

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

Trang 45

7 SET ALERTS TO monitor & leverage NEW contenT TRENDS

Trang 46

you can now consolidate all the gathered keyword data

Trang 47

and prioritize by relevance, intent & search volume

Trang 48

8 check your current rankings for these keywords

Trang 49

9 finally, verify their competition level

Trang 50

which will provide the additional information you need

Trang 51

to identify the keywords with the specified criteria

!

Relevance search volume competition seasonality intent

!

existence format rankings  traffic  conversions

!

VOLUME PROFITABILITY

business offering

Trang 52

Content Demand  

in search engines

Content supply

in your website

that will target the unfulfilled search audience needs

Trang 53

Content Demand  

in search engines

Content supply

in your website

with your web content areas, types & formats

Trang 54

it’s now time to improve this content visibility

Trang 55

giving your content search visibility & conversions 2.

Trang 56

let’s start by checking google’s current search results

Trang 57

the “standardized” 10 links results days are over

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

Trang 58

we now have PERSONALIZED & multi-device results

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

personalized

Trang 59

local results with map, carrousel & reviews

Trang 60

answer box, images, news, authorship & knowledge graph

Trang 61

video, recipe with ratings results

Trang 62

products with reviews

authorship

product w/ reviews

Trang 63

and more! check-out this dr pete’s presentation

www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

Trang 64

it’s not just about rankings anymore, but visibility

Trang 65

how to stand out & make the most out of these?

Trang 66

improving relevance & search-friendliness of content

map keywords

with web

architecture

identify content type &

format to target each topic

optimize content (pages, images, videos) for their 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 mobile devices

facilitate your content   share-ability

BETTER SEARCH VISIBILITY

Trang 67

1 map your keywords with your web content areas

community

product category 2

learning center events

product category n

Trang 68

and the content types & formats to develop or optimize

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

Trang 69

it’s key to avoid lack of targeted relevance

good implementation of parallax for seo bad implementation of parallax for seo

Trang 70

and minimize content cannibalization issues

community

product category 2

product category n

it’s ok - targeting different modifiers that google identifies as relevant for this query

Trang 71

that makes google to not choose the best page to rank

community

product category 2

product category n

Trang 72

use siteliner to check internal content duplication ISSUES

www.siteliner.com/

Trang 73

2 optimize pages relevance towards their targeted terms

Trang 74

featurE them in key areas & elements of your pages

meta description headings

title

body text images

url keywords, topics or phrases in

videos

Trang 75

and facilitate their shareability

Trang 76

use embed codes besides share buttons

www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/

Trang 77

3 OPTIMIZE YOUR images relevance

surrounding text

alt description file name

optimize with the targeted terms

Trang 78

and your videos relevance TOO

title file name optimize with the targeted terms

caption or surrounding text

Trang 79

4 check how google (vs your users) see your content

www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en

Trang 80

and how your mobile users visualize it with an emulator

mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator

Trang 81

if you require registration, balance your approach

registration requirement to see more be careful with the implementation to avoid cloaking.

visible content to users & search engines,

enough to give relevance to the page

Trang 82

remember your page body needs relevant content

http://youtu.be/8DNzUWgHtKc

Trang 83

5 make the most out of the title, meta description & url

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

Trang 84

use the seochat meta tag generator to preview them

tools.seochat.com/tools/metatags-google-preview/

Trang 85

and a user agent switcher in your browser to verify them

Trang 86

6 give a “meaning” to your content with structured data

Trang 87

and enhance your search results with rich-snippets

Trang 88

use structured data & schema tools to generate them

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

Trang 89

and the structured data testing tool to check its usage

www.google.com/webmasters/tools/richsnippets

Trang 90

7 use the authorship & publisher tags for more visibility

support.google.com/webmasters/answer/1408986

Trang 91

and set the markup for the in-depth articles feature

support.google.com/webmasters/answer/3280182?hl=en

Trang 92

along a google+ page for you & your business

www.google.com/insidesearch/features/authorship/

Trang 93

8 if a news site, optimize & submit for google news too

support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205 YOU’LL NEED TECHNICAL SUPPORT for this

Trang 94

maximizing every search opportunity for your content

Trang 95

UGH, BUT ALL THIS IS SO MUCH WORK!

oh please! we haven’t even gone technical

Trang 96

you can support yourself with an on-page SEO grader

www.google.com/webmasters/tools/richsnippets

Trang 97

or USE SEO CRAWLERS TO do large SCALE analysis

Trang 98

have the “perfectly optimized page” as a reference too

moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

Trang 99

start collaborating with the seo team too (your new bff)

it will be particularly handy for technical optimization

Định dạng
Số trang	104
Dung lượng	41,86 MB