Content Strategy & SEO ProcessJake Aull, GSU Social Media Marketing Course September 2011
Intro… • http://www.salesdnaltd.com/blog/what-was-it-you-wanted-to-sell-me/ • http://prezi.com/c8ppuxcwvolu/intro-to-seo-meets-some/ • T.O.C. – Communications & Theory – Writing Mechanics – Web Marketing & SEO Objectives – SEO Strategy & Plan – SEO Stages of Execution – SEO Details – Breakdown of Stages – Review
Content Collaboration • Audience involvement is highest when they "Join" communications: http://socmedgsucourse.files.wordpress.com/2010/10/mgmtcomm-ch3audanalysis.jpg
Communications Models • Broadcast (eyeballs; passive) vs two way collaborative communication (engagement; active) • Talk to me vs. talk with me • People want collaboration • American Idol mobile voting blew away predictions. • Canceled TV shows brought back due to viewer social media communications and demand
Communications Models • Writing for SEO - Writing for search engines vs. writing for readers - Latent Semantic Content - Facebook recommended sources and Google blocks • IMC (integrated mktg)
Content & Communities Heres the Zen of it - social media content progression evolves in a circle. My recommended stages: • Listening (starting point: social sphere research and observation of your industry) • Answers (your responses to industry questions across the social media sphere) • Discussions (often on others communities) • Shared Stories (with reader response) • Whole, Themed Communities (you built it, they came) • Customer-Driven Wikis and Communities (about your brand) • Monitoring and Answering (back to start: the cycle begins again)
Communications Models • Legacy business similarities vs. Web 2.0 models: http://socmedgsucourse.files.wordpress.com/2010/10/legacy-vs-web2biz1a.png
Communications & Honesty • The global village? • I leave a community, come back; people react to me as if I never left? • Negativity in blogging, commenting, and how to respond – iPhone and AT&T – AT&T today
Communications & Honesty • The future of stealth marketing bloggers (does the public just accept this as part of blogosphere? Or keep fighting and whistleblowing? Class thoughts?)? • “If you heard information about a company from each of these sources, how credible would it be?: A person like yourself 60%; An academic 54%; Financial or industry analyst 56%; Regular employee of a company 43%; CEO of a company 23%; Government official or regulator 21%; Blogger 11%.” (“The Social Pulpit: Barack Obama’s Social Media Toolkit”. Edelman. 2008, p. 6. http://blog.guykawasaki.com/OBAMA%20SNA%20Strategic_1.pdf )
Communications & Honesty • Wikileaks; “Apple Removes WikiLeaks App From App Store” (TechCrunch article; source in Recommended Sources blog page) • Are social media channels just as susceptible to spam? – Twitter blocking – Future of spam & social media; does history repeat itself?
Writing & Keywords • Web page titles and relevant copy (latent semantic content) – You can search for your blog phrase in search engine… • Web writing with keywords – Writing for audience or writing for search engines? – Tone and positiveness – Stealth marketing (reference case study) • The traditional marketing funnel (eyeballs>>awareness>>consideration>>preference>>action>>loyalty>>buyers; from Groundswell) • Clickstream and customer journey • “Blogging” in the lost center of the funnel (consideration>>preference>>action) • Keyword funnels
Twitter/HootSuite review • RTs/options • List Twitter pgs for follow – Paper.li • Hash tags – #FF, #MM, d, RT, etc. – Hash tags as keywords • Optimize keywords in Twitter profile descriptions • URL shorteners and ht.ly
Keyword Discovery & Content Strategy • PROBLEMS TO SOLVE: • BENEFITS: – Why should customers visit our site or buy our product? • WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT? – Tone of copy: • MARKETING/DIGITAL STRATEGY: – Existing: – Proposed: • POSITIONING STATEMENT OR USP:
The Stages of SEO • Strategy & Discovery – Keyword Analysis & discovery – Marketing strategic alignment – SEO plan – Keyword/copywriting plan • Implementation & Programming – Coding keywords & tags – Robot.txt file – Search engine integrations – Analytics integrations & auto-reporting – Geo-local integrations – Google Images, video, etc.
The Stages of SEO • Off-site Activities – Local directories set-up – Submission to social sites & social search engines – Articles & PR publishing – Obtaining links • Ongoing Maintainance – Reviewing analytics
Keyword Discovery & Optimization • Content/Inputs: – Client measurement assessment – SEO goals discovery – Client-provided keywords assessed – Content/keyword analysis of past client site – Keyword research, analysis and comparison • Tools: – Pro SEO tools utilized: Google AdWords keyword tool, SEO Book Tools, iSpionage, Open Site Explorer – .xls report downloads, aggregated spreadsheets • Reports/Outputs: – Competitor ranking report • Backlinks – Keyword effectiveness index/ranking reports – Head and long-tail keyword weighting for optimal keywords/phrases – KPIs and measurement plan – SEO/keyword plans
Website Submissions & Analytics Implementations • Site Integrations & Submissions: – Search engine submissions and verifications (Google, Bing, Yahoo!) – Additional search engine tools implementations (e.g., Google Webmaster tools, Google Analytics) • Analytics: – KPI plan integration – Keyword monitoring set-up (e.g., Google Alerts, SocialMention) – Google analytics set-up – Website auto reports set-up
Website Development/Programming Aspects – Robots.txt file creation/upload – Sitemap.xml file created for search engines – Maps/geo-local website tools integrations – Website SEO implementation: • title • meta description • meta keywords • H1s/H2s (headlines) • text editing • Anchor links • Image alt tags
Off-Site Link Building & Brand-Owned • Link Building: – Quality and relevance over quantity – Press release/white paper placement – Social bookmarking (Del.icio.us) – Submission to share sites (e.g., Digg, Technorati) – Search engine local directories/site submissions (e.g., Yahoo! Local, InsiderPages, Yelp, etc.) • Brand-side SEO simplified – Copywriters who know your industry best – Keyword evaluation – Monitoring – Sharing/link building
Inbound & Social Links for SEO • Inbound web links (a.k.a. backlinks and referrals) are vital. Heres why: – They boost search engine rankings (both for the target website and themselves). – They increase paths to the target - more ways and places for visitors to find the site. – They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines).
Inbound & Social Links for SEO – Inbound links represent a solid, alternative (to in-site) web metric. They gauge the content value and referral traffic of a site in the online marketplace (especially valuable if there are issues with existing in-site SEO or analytics). – They get shared among web users and multiplicity of network effects occurs.
Review of Topics • Why does social media change communications models? • How to approach writing in social media… • Why is it important to identify and align marketing and SEO objectives? • How to form SEO Strategy & Plan • What are the major stages of SEO execution?
SummaryThe lesson of the 21st century is that people wantto be involved and contributing; they want to be“prosumers.” We see it in communications models,product sourcing/R&D, we see it in the success ofthe social media boom.