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Content For Customers Search, Social, Content
 

Content For Customers Search, Social, Content

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Content Syndication and SEO...

Content Syndication and SEO

Speakers: Janet Driscoll Miller, SearchMojo and Elizabeth Shea, SpeakerBox

Janet and Elizabeth will share strategies for optimizing content for SEO, syndicating content and how to use existing content to generate leads.

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Content For Customers Search, Social, Content Content For Customers Search, Social, Content Presentation Transcript

  • Content For Customers:
    Search, Content, Social
    Janet Driscoll MillerPresident & CEOSearchMojoElizabeth SheaPresident & CEOSpeakerBox Communications
  • Start With Some Math…
    Search
    + Content
    + Social Media
    = Leads
    * According to HubSpot, 2009, Inbound Marketing Software Provider
  • Content Strategies for Government
    Start with the keywords! Identify, rank, execute against. Identify where your customers live online. Put a search plan in place.
    Take content inventory: Where are the gaps? Create, revise, disseminate, track.
    Leverage social media tools to optimize search, drive leads back to site, landing pages.
    1.
    2.
    3.
  • Content For Customers:
    Search, Content, Social
    Keyword Development
  • Selection of Keywords, Content
    Research what your keywords turn up
    Talk to customers about key messaging
    Develop a “short list” for inbound links
    Not too broad, not too niche
  • BASELINE
  • Content For Customers:
    Search, Content, Social
    Optimizing Your Search
  • Keys to High Search Engine Rankings
    Select good keywords
    Not too broad (“software”), not too specific (“virtualization software for the public sector”)
    Site content edits
    Include the keywords in the text of the website
    Keyword Density: percentage of times that a keyword appears in page text
    Site structure
    Certain technologies can “block” search engine bots
    Inbound links
    Serves as a measure of site “popularity” on a subject
    Ongoing monitoring
  • Optimizing Website Pages
    Keyword should appear in:
    Filename
    Title tag
    Meta keyword, Meta description
    Bold text
    Link text
    Overall content of the page
    Keyword Density
    Percentage of times a keyword appears in the total page content
    Ask for links to your website from partners, etc.
  • Optimizing Blogs
    Host the blog on your domain
    Example: blog.search-mojo.com
    NOT: search-mojo.wordpress.com
    Use SEO pluginsto optimize title tags, etc.
    Wordpress: All in One SEO Pack
    Promote blog content to get viral inbound links
    Register blog with blog directories (i.e. Technorati)
  • Articles
    If you own the copyright:
    Post articles on your website or blog
    Post to article distribution sites
    Creates inbound links from those that republish your article
    Further establishes your subject matter expertise across the web
  • Whitepapers
    Submit to whitepaper submission sites
    For maximum SEO benefit, focus on sites that link to the paper on YOUR website
  • Images
    Especially important if images really showcase your offering
    Example: National Geographic
    Name the image file with the keyword as the filename. For multiple keyword phrases, separate terms with a dash (-) or an underscore (_). Example: <imgsrc=”/images/keyword.jpg”>
    Ensure that the alt text of the image tag contains the target keyword. Also consider incorporating a title tag on the image tag.Example: <imgsrc=”/images/bear.jpg” alt=”A bear eats a fish.” title=”A bear eats a fish.”>
    Incorporate the keyword into the page content where the image resides.
    If the image has an enlargement version, ensure that the link to the enlarged version contains the keyword in the anchor text.
    Ensure that the surrounding text on the page uses the keyword for that image.
    Append your keyword with the word “picture” or “pictures”.
  • Videos
    Include the word “video” in your keyword when possible. Many people searching specifically for video will use this term with their search phrase.Example: Polar Bear Video
    Name the video file with the keyword as the filename. For multiple keyword phrases, separate terms with a dash (-) or an underscore (_). Example: <imgsrc=”/videos/keyword.jpg”>
    If Flash is used as a player model, be sure to also embed the video in the non-Flash page version, contained in the <noscript> tag.
    Include the keyword in any video meta data when possible, such as titles, descriptions and keyword tags.
    Include the keyword in the anchor text for links to the video. Example: <a href=”/videos/polar_bear_video.mpg”>keyword</a>
    Try to include the keyword as much as possible in the page linking to that video, using standard SEO techniques.
    Incorporate your video into a video sitemap or an mRSS feed. Information on how to build one can be found at: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=80472
  • Webinars/Podcasts
    Promote events through various event sites
    Provide a registration page ON your website
    Archive, archive, archive!
    Creates viral inbound links to content
    Register archived content links with webcast and podcast directories
  • Press Releases
    Distribute press releases online
    Example: PRWeb
    Make sure that you use SEO keywords as the anchor text on your press release links
  • Why is Content So Important to Search Engines?
    How does the engine know WHAT your website is about if it cannot READ it on the site?
    Site content should contain keywords/phrases relevant to your messaging and offerings
    IMPORTANT: Search terms and brand terms are not ALWAYS equal
    Example: “certified used vehicles” vs. “used cars”
    “used cars” searched 600% more
    Incorporate non-attractive keywords by spinning them in content
    Example: “Our certified used vehicles are better than regular used cars – each vehicle has passed a 20-point safety inspection.”
    If you don’t want to use a keyword on your website, maybe you shouldn’t be optimizing for it!
  • It’s Not Just AboutWritten Content Either…
    Google Universal Search
    Mix of many types of content in web search results
  • How Important Are “Inbound” Links?
    The most important ranking factor for Google
    Good content can create viral, inbound links
  • Which Links Are Most Valuable?
    Is a link from Government Computer News more valuable than Federal Computer Week?
    Check PageRank
    GCN: 6/10
    FCW: 7/10
    PageRank is a measurement of inbound links to that page/site.
    Does the link contain your keyword in the anchor text?
    Bottom line: Treat links like PR efforts.
    If you’d want press there, you’d want a link from there too!
  • Social Media
    If you’re not on Twitter, you should be!
    Twitter links affect SEO rankings
    Get a Twitter ID for company
    Tweet news, events, blog posts, etc.
    Use links back to your own website to help SEO
    Facebook and LinkedIn also helpful for marketing, but have less impact on SEO
  • Content For Customers:
    Search, Content, Social
    Content Development
  • What Qualifies as Content?
    Website
    Search-optimized press releases
    eBooks
    Blog comments
    Twitter feeds
    Photos/Videos (with keyword tags)
    Blog Posts
    Articles in publications/blogs
    Surveys
    Product Reviews
    Whitepapers
    Social conversations
  • Marketing Strategies
    Outbound
    Marketing
    Inbound
    Marketing
    Press release pickups
    Article Syndication
    Editorial coverage
    Link from Twitter
    Viral Campaigns
    (e)Mail Call-to-action
    Collateral Leavebehind
    Advertising
    Direct Mail
    Tradeshows
    Customer