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Is your content able to be found via search?

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This is where content marketing and SEO converge. Both schools of thought have something to learn from the other and this holistic approach will ensure you are providing your target audiences with ...

This is where content marketing and SEO converge. Both schools of thought have something to learn from the other and this holistic approach will ensure you are providing your target audiences with what they want and at the same time maximizing your visibility in the search engines.

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Is your content able to be found via search? Is your content able to be found via search? Presentation Transcript

  • 1(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • What Do We Know About SEO?• It’s about knowing the tricks to get your site ranking.• I’ve heard it’s all about links.• You need good keyword density in the texts.• You need keywords in the url and the title.• You need to create unique SEO quality content.Where’s the user in all this?What IS quality content?And, is that enough to succeed? http://klik.ki/qual-contentLet’s do better. Let’s take the high road. Let’s embrace thechallenge of doing the work that needs to be done to earn therankings and traffic and engagement that we want.(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 2
  • History of Google‟s AlgorithmThe upside is that this “gaming” of the search engines has highlighted flaws in the algorithmand helps Google improve constantly. PageRank v. AuthorRank the updates everyone’s talking about:3(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • Is Your Content Able To Be Foundvia Search?Let’s face it – that’s where most people are looking.4(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • Short Answer(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 5Yes.Hang on a moment! Where are all the visitors then?
  • Example(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 6Not all content is intended for discovery via search but content for searchis a critical foundation.
  • Are we asking the right questions?(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 7Will people find your content via search?Are people searching for this content?What content are people searching for?It dependsBetter
  • Content First Approach – human nature?(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 8“What can we get thiscontent to rank for?”Still better than vague notions like:• “Will the search engines rank this content?”• “Will people find our content?”
  • Takeaway #1:Give Your Target Audience WhatThey Want9(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • Market First Approach(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 10“What would the best content related tothis query look like?”Raises a question – what is content?• “cheap flights to london”• “best credit card”• “chromebook review”• “air purifiers”• “how to get more traffic to our website”
  • “Can You Get Us Ranking?” Approach(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 11“billiga flyg london”“flyg dubai”“flyg till miami”“hitta flyg till rom” “billiga flyg kina”“flyg stockholm till göteborg”
  • Market First Approach(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 12“billiga flyg london”
  • User IntentUser Intent behind a search can be divided into the following categories: Informational – the intent to gather a certain type of information Transactional – the intent to execute a certain type of activity Navigational – the intent to reach a certain websiteContent that deserves to rank is well matched to user intent.(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 13
  • Intent in the Context of the Buying Process(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 14ObjectiveAcquisitionEngagementConversionChannelsReferrals / AffiliatesDisplay / Social AdsBrand SearchNon-brand SearchSocial MediaEmailNon-brand SearchBrand SearchDirectIntent / ContentNavigationalInformationalTransactionalNavigationalRelationshipMarketing* Banking example.
  • How Do We Know What People Are Searching For?15(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • But It‟s Not Quite That Simple16(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.HomepageCategoryContentpageContentpageCategoryContentpageContentpage”Generic keyword””More detailed keyword””Low volume / high conversion keyword”What does the „unified voice of the customer‟ look like for our target audiences? Can wemodel it and build a site that will accommodate the different ways that our audiences search?
  • Keyword Volume Ranking Current URL Suggested URLutemöbler 14800 83 /utomhus/tradgard/tradgardsmobler/ /utomhus/mobler/trädgårdsmöbler 12100 1 /utomhus/tradgard/tradgardsmobler/ /utomhus/tradgard/mobler/rottingmöbler 2900 /mobler/rotting/konstrotting 2900 /mobler/konstrotting/balkongmöbler 2400 /utomhus/balkong/mobler/billiga utemöbler 1600 /utomhus/mobler/billiga/utemöbler konstrotting 1600 /utomhus/mobler/konstrotting/grythyttan möbler 1300 /mobler/grythyttan/sommarmöbler 1300 /utomhus/mobler/solstol 1300 /mobler/solstolar/konstrottingmöbler 1300 /mobler/konstrotting/balkongbord 1300 /utomhus/balkong/mobler/bord/solstolar 1000 /mobler/solstolar/konstrotting utemöbler 1000 /utomhus/mobler/konstrotting/teakmöbler 1000 /mobler/teak/solsäng 880 30 /mobler/solsangar/grythyttan utemöbler 880 /utomhus/mobler/grythyttan/utemöbler rea 880 /utomhus/mobler/rea/utomhusmöbler 720 /utomhus/mobler/bra utemöbler 720 /utomhus/mobler/rottingmöbler utomhus 590 /utomhus/mobler/rotting/brassestol 590 /mobler/solstolar/brassestol/billiga trädgårdsmöbler 590hillerstorp utemöbler 590 27fritidsmöbler 480 /utomhus/mobler/balkonginredning 480 /utomhus/balkong/inredning/Advanced Keyword Modelling17(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • Takeaway #2:Market Driven Site ArchitectureIs Key18(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • Now Will People Find Our Content?19(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • External Ranking Signals Links still extremely important to Google in terms of determining both a webpage’s subjectmatter (what keywords it should rank for) and it’s authority (how well it should rank). AuthorRank Social signals [watch this space]20(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • What should we do instead?What if we promote ourcontent towards our audience?Woah! I know right.21(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • Two Main Ways To Do That1. Make the target content the message (SEO jargon: link bait) guides, whitepapers, blog posts, videos, infographics, forums, interviews can be editorial or user-generated content better for “pull content” since these pages will be attracting ranking signals2. Promote landing pages with other content or campaign marketing offer embeddable content to other sites which includes reference links– can tap into your creative genius more – “push content” becomes very useful give people good reason to talk about your brand and your content and tell them howto promote you– compliment them (blogger awards)– promote them to your audience– campaigns (Earth Hour campaign)– PR stunts (Paid paid vacations)22(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • Takeaway #3:Promote Your Content To Usersand secure ranking signals that you deserve23(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • PromotionLink attraction,outreachCreation &PublishingPull vs. Push content,syndicationConsolidation & OptimizationExisting content, archives, contentformatsPlanningmarket research, site architecture, page typesStrategyAudiences, channels, content rolesContent Marketing for Search24(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.http://klik.ki/qual-content
  •  investing in Content Marketing is a key to success for search marketing and social mediain today’s digital landscapeBeginners VersionOnsite Content•use keyword mapping to ensureyou have quality content thatdeserves to rank for eachkeyword you’re targeting•are you best serving the user-intent related to each keyword?•does the content create a gooduser experience and driveconversions?Offsite Content•identify content ideas that willdrive engagement•what formats should thatcontent be published in?•how should it be distributed todrive engagement AND links,shares, etc?25(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.
  • Key Takeaways:1. Give Your Target Audience What They Want2. Market Driven Site Architecture Is Key3. Promote Your Content To Users
  • 27(c) Copyright Klikki AB 2013. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com.