SEO and Content Marketing<br />Veronica Fielding<br />July 27, 2011<br />
About DBE<br />DBE’s forecast-focused, measurement-based content marketing programs deliver supreme competitive advantage<...
SEO
Paid Search
Mobile
Social Media
Analytics & Measurement
…into the rest of the mix</li></li></ul><li>World Class Solutions For Leading Brands<br />
SEO Is…<br />A part of an integrated content marketing mix<br />A means to leverage knowledge about search engine behavior...
What We’ll Cover Today<br />How to approach optimizing your content sets for the websites and other digital properties whe...
What Panda Did<br />It wasn’t a surprise to most “real” optimizers<br />Google doesn’t make changes overnight—it tests the...
Evolving Best Practices<br />The evolution we’re seeing is part of a continuous effort on the part of search engines to co...
The Content Building Hierarchy…<br />Source: http://www.seomoz.org/blog/do-tweets-still-effect-rankings<br />
…Is a 3-Way Balancing Act<br />Action Takers<br />Marketer<br />Search Engines<br />
Still<br />White Hat SEO^Focuses on Content<br />What’s changing is how that content moves from the originator (marketer) ...
7 On-Website SEO Must Haves<br />Keywords are still the SEO starting point<br />What are the keywords that will draw the a...
On-Website SEO for Content Providers<br />Surround the content with optimized on-page best practices:<br />Title tag<br />...
On-Website SEO for Content Providers<br />You can still use the ROD model for link building (research/outreach/distribute ...
Shareable Content – Think Connections<br />For example:  if we start with your content as a web page<br />Think of key poi...
Here’s How That Can Play Out<br />
Shareable Content – Think Connections<br />Think beyond “lots of keyword-rich content” to engagement and shareability<br /...
7 Off-Website SEO Must Haves<br />Content has got to be:<br />Unique <br />Relevant<br />Real<br />Connect with the person...
Uniqueness Counts<br />No one wants content they can easily find anywhere else<br />Webmasters don’t want to post it<br />...
Marketing 101:  Relevance for Receipt<br />Know your stakeholders—Marketing 101 hasn’t changed<br />Marketing always start...
They’ve Got to Trust It<br />Make the content reliable/trustworthy<br />In this age of untruth and distrust, make your con...
Create a Connection<br />Creates an emotional or intellectual connection—a positive one to associate with your brand<br />...
Make It Shareable<br />If you connect with the person, they will want to share it because they want to pass the value you ...
So Make It Easy to Share<br />Break content into smaller bites <br />Spin it into different media<br />Connect the pieces ...
Make It Trackable<br />Set measurement systems for success<br />Tag and track everything<br />Monitor, measure, inquire, i...
Don’t Forget:  Technical Considerations<br />Don’t put the content behind a registration field<br />If you offer subscript...
Don’t Forget the Mobile Factor<br />Source:  Morgan Stanley 11-3-10<br />
Make Sure Your Content Is Mobilized<br />Resides on mobile friendly pages<br />Chunked into bites digestible by action tak...
Bonus Info:  Tips and Tools<br />
Free Keyword Research Tools<br />https://adwords.google.com/select/KeywordToolExternal<br />Keyword Tool and Traffic Estim...
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Content marketing 7 27-11 nyc final 7-26

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Veronica Fielding presents "SEO and Content Marketing" at Custom Media Day, 7/27/11 in NYC.

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Content marketing 7 27-11 nyc final 7-26

  1. 1. SEO and Content Marketing<br />Veronica Fielding<br />July 27, 2011<br />
  2. 2. About DBE<br />DBE’s forecast-focused, measurement-based content marketing programs deliver supreme competitive advantage<br /><ul><li>Solutions typically include integrating content marketing:
  3. 3. SEO
  4. 4. Paid Search
  5. 5. Mobile
  6. 6. Social Media
  7. 7. Analytics & Measurement
  8. 8. …into the rest of the mix</li></li></ul><li>World Class Solutions For Leading Brands<br />
  9. 9. SEO Is…<br />A part of an integrated content marketing mix<br />A means to leverage knowledge about search engine behaviors around the technical and content aspects of the Web<br />Is not rocket science<br />But neither is heart surgery<br />Great content has always been at the core of white hat SEO<br />Now, more than ever, post-Panda, unique, relevant, shareable content drives SEO success<br />
  10. 10. What We’ll Cover Today<br />How to approach optimizing your content sets for the websites and other digital properties where they reside<br />What matters most:<br />To the search engines<br />To your stakeholders<br />To your business objectives<br />How to think beyond the keyword to make shareable the key word<br />
  11. 11. What Panda Did<br />It wasn’t a surprise to most “real” optimizers<br />Google doesn’t make changes overnight—it tests them and it’s up to professional optimizers to pay attention to the signals <br />The search engines have always been about connecting people with the “right” answers<br />The right answer means a better user experience<br />They look for signals that tell them how they’re doing in providing the “right” answers<br />Old days: on website tags and content<br />Then: in-bound links<br />Panda: unique, quality content written for the reader<br />And: what people are engaging with<br />
  12. 12. Evolving Best Practices<br />The evolution we’re seeing is part of a continuous effort on the part of search engines to connect people with the information they are really seeking<br />As content publishers, you want to be the “right” answer for the questions that matter to your business<br />
  13. 13. The Content Building Hierarchy…<br />Source: http://www.seomoz.org/blog/do-tweets-still-effect-rankings<br />
  14. 14. …Is a 3-Way Balancing Act<br />Action Takers<br />Marketer<br />Search Engines<br />
  15. 15. Still<br />White Hat SEO^Focuses on Content<br />What’s changing is how that content moves from the originator (marketer) through the web of influence<br />SEO still relies on link building and connecting with influencers who can redistribute your content <br />Major media<br />Bloggers<br />But it also is skipping the middleman and going right to the public<br />AND the public = content generators too<br />Great SEO uses content to get the search engines to pay attention to your story<br />So that your action takers will too<br />
  16. 16. 7 On-Website SEO Must Haves<br />Keywords are still the SEO starting point<br />What are the keywords that will draw the action takers that your business needs?<br />Align the existing content sets with those keywords and assign the content sets a place on your website that becomes its home base<br />For keywords with no existing content to support them, think beyond text and think shareable from the start<br />Ensure the search engines have no barriers to reaching your content and showcasing it in the top rankings<br />
  17. 17. On-Website SEO for Content Providers<br />Surround the content with optimized on-page best practices:<br />Title tag<br />Description tag (still pulled into the natural search listings to describe the page)<br />Keyword count<br />Cross and outbound links<br />Make Your Content Unique—add Author Tags<br />Tells search engines that the content originated with you<br />Enables search engines and other web services to identify works by the same author more easily. <br />
  18. 18. On-Website SEO for Content Providers<br />You can still use the ROD model for link building (research/outreach/distribute content)--just don’t rely on it exclusively.<br />Article placements on authority sites with anchor-text link back to keyword optimized page—articles must be unique, not mass distributed<br />Directory listings<br />Web release distributions<br />Now think SHAREABLE<br />What do you need to do to the content to get your action takers to be engaged and to share around the content:<br />Pass it along<br />Comment on it<br />Point to it<br />
  19. 19. Shareable Content – Think Connections<br />For example: if we start with your content as a web page<br />Think of key points that could be tweets with links to the page<br />Load related images to Flickr and tag them<br />Upload short video interviews with the author or other subject experts, tag and link to your other content sets to YouTube, Ustream.TV, etc.<br />Talk about related topics in online groups (a la LinkedIn Groups)<br />Make related presentations that link to the article downloadable from various points on the Web <br />Create a podcast, load it to popular channels, tag it and cross-promote it on BlogTalkRadio, PodOmatic, PodcastAlley, etc.<br />
  20. 20. Here’s How That Can Play Out<br />
  21. 21. Shareable Content – Think Connections<br />Think beyond “lots of keyword-rich content” to engagement and shareability<br />Think cross-pollination<br />Think building momentum<br />
  22. 22. 7 Off-Website SEO Must Haves<br />Content has got to be:<br />Unique <br />Relevant<br />Real<br />Connect with the person<br />Shareable<br />Easy to share<br />Trackable for the marketer<br />
  23. 23. Uniqueness Counts<br />No one wants content they can easily find anywhere else<br />Webmasters don’t want to post it<br />Bloggers don’t want to write about it<br />People don’t want to read the same thing repeatedly from one website to another<br />Everyone wants something theycan’t find anywhere else<br />Including the search engines<br />Make your content one of a kind to ensure offsite SEO success<br />
  24. 24. Marketing 101: Relevance for Receipt<br />Know your stakeholders—Marketing 101 hasn’t changed<br />Marketing always starts with the recipient’s need in mind<br />Broadcasting is dead<br />Customize the messaging and deliver channel as much as you can<br />Content has to be relevant to be meaningful<br />Instantly recognizable as having a value<br />I was thinking about that!<br />I need that!<br />My friend would like this.<br />My boss was just mentioning this.<br />
  25. 25. They’ve Got to Trust It<br />Make the content reliable/trustworthy<br />In this age of untruth and distrust, make your content 100% right:<br />Factual<br />Grammatical<br />Error free punctuation<br />Trust is built from many perspectives<br />
  26. 26. Create a Connection<br />Creates an emotional or intellectual connection—a positive one to associate with your brand<br />First they should think/feel:<br />Funny<br />Heartwarming<br />Smart<br />Ah-ha<br />Hmm<br />Cool!<br />Next they should be in a hurry to share it!<br />
  27. 27. Make It Shareable<br />If you connect with the person, they will want to share it because they want to pass the value you sparked along:<br />With their boss (This may help you.)<br />With their colleagues (Would this be helpful?)<br />With their friends (Is this funny or what?)<br />With their family (Remember we were talking about this?)<br />
  28. 28. So Make It Easy to Share<br />Break content into smaller bites <br />Spin it into different media<br />Connect the pieces so people can self-select the ways they want to ingest the fuel you’re providing<br />Consider rewards for sharing: badges, coupons, exclusive deals, etc.<br />
  29. 29. Make It Trackable<br />Set measurement systems for success<br />Tag and track everything<br />Monitor, measure, inquire, improve<br />
  30. 30. Don’t Forget: Technical Considerations<br />Don’t put the content behind a registration field<br />If you offer subscription based access to your website content, implement Google's First Click Free (FCF) for your content so Google knows you are permitting 5 free accesses per user each day.<br />Don’t provide identical or vastly similar content that's accessible through multiple URLs<br />Still avoid Flash intro pages—and flash doesn’t work well on many mobile devices either<br />
  31. 31. Don’t Forget the Mobile Factor<br />Source: Morgan Stanley 11-3-10<br />
  32. 32. Make Sure Your Content Is Mobilized<br />Resides on mobile friendly pages<br />Chunked into bites digestible by action takers on the go<br />Easily saved for deeper review later, links easily to expanded info<br />
  33. 33. Bonus Info: Tips and Tools<br />
  34. 34. Free Keyword Research Tools<br />https://adwords.google.com/select/KeywordToolExternal<br />Keyword Tool and Traffic Estimator to identify competitive phrases and search frequencies<br />http://www.google.com/insights/search/#<br />Compare search patterns across specific regions, categories, time frames and properties<br />
  35. 35. Free Keyword Research Tools<br /><ul><li>http://www.google.com/trends
  36. 36. See what keywords people are searching for by region and timeframe
  37. 37. www.google.com/adplanner
  38. 38. Media planning tool to identify websites your target customers are likely to visit
  39. 39. Good for competitive intelligence</li></li></ul><li>Tags in Your Page Coding<br />Title Tags<br />Text in the top of the browser when visiting a website<br />Meta Description Tags<br />Text shown in search results underneath the site URL<br />Both tags entered in the website source code<br />
  40. 40. Optimized Content Best Practices<br />One keyword per page<br />250 words “visible” page content<br />3-5 keyword mentions<br />Placement in top 1/3 of page<br />Use in headers (H1 tags) and sub-heads (H2 and H3 tags)<br />
  41. 41. Free Links Research Tool<br />http://siteexplorer.search.yahoo.com/<br />External links<br />Internal links<br />Competitors’ links<br />
  42. 42. Questions, Contact and Connect <br />Veronica Fielding<br />Twitter: @VFielding<br />LinkedIn: www.linkedin.com/in/veronicaFielding<br />VFielding@DigitalBrandExpressions.com<br />Or Call Toll Free: 866/651-6767<br />
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