Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

Like this? Share it with your network


Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN



SEO for content specialists: Learn how to make the most out of SEO to achieve your content goals.

SEO for content specialists: Learn how to make the most out of SEO to achieve your content goals.



Total Views
Views on SlideShare
Embed Views



11 Embeds 512 302 85 36 34 28 13 6 3 2 2 1



Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN Presentation Transcript

  • 1. Making the Most Out of SEO to Achieve Your Content Goals #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 2. hell0 confab! I’m so happy to be here #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 4. let’s talk about seo #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 5. it’s not this. this is simply spam. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 6. it’s BETTER visibility by improving relevance & popularity Relevance popularity #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 7. connecting search audience interest with business offer #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 8. which is done with web content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 9. seo needs relevant, original & compelling content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 10. 1. content relevance is a key SEO RANKING factor #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 11. google makes it clear in their quality guidelines #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 12. penalizes those sites that don’t comply with them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 13. *OUCH* #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 14. and it’s evolving their algorithm with semantic features #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 15. 2. COMPELLING CONTENT ATTRACTS links, citations, shares #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 16. which increases a page popularity and rankingS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 17. because all of this, content is the SEO king #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 18. ups! sorry. I meant A good king. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 19. but how can seo help content? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 20. BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 21. in the age of the multi-channel customer journey #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 22. CONTENT is the common DRIVER #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 23. to sell #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 24. to educate #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 25. to grow your community #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 26. to support your customers #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 27. to build your reputation #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 28. TO COMMUNICATE YOUR NEWS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 29. which are part of your content goals too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 30. here are a couple of ways seo CAN HELP you TO achieve them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 31. identifying your search audience needs 1. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 32. to create content that connects with your audience #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics page 1 page 2 home topics that your audience search about your business & industry content type & format that your audience will love & endorse your site
 in search engines Content supply in your website #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 34. to identify current content with search audience demand Content Demand 
 in search engines Content supply in your website YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 35. and the non-fulfilled demand of your search audience Content Demand 
 in search engines Content supply in your website YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND LET’S IDENTIFY THAT NON-FULFILLED DEMAND WITH A KEYWORD RESEARCH #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 36. applying search behavior, business & content criteria relevance & intent search volume, seasonality & competition current rankings & content existence industry keyword suggestions competitors keywords performance current keywords & content performance business goals, volume & profitability your prioritized keywords and topics #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 37. 1. start by getting keywords & PHRASES suggestions #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 38. look for modifiers MATCHING customer journey & personas #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ! ! review tips guide news … informational products +brands topics … ! ! buy reserve purchase register … transactional + products brands topics … and …
  • 39. 2. identify their search volume & seasonality seasonality keywords search volume and ideas #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 40. 3. validate the initial data with additional tools seasonality keywords search volume and #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 41. 4. expand it with those of your competitors competitors keywords, search volume and seasonality #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 42. 5. see which search vertical gives more traffic #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 43. 6. check your linked content, rankings & organic traffic #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 44. avoiding “not provided” focusing on pages & not keywords #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 45. 7. SET ALERTS TO monitor & leverage NEW contenT TRENDS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 46. you can now consolidate all the gathered keyword data #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 47. and prioritize by relevance, intent & search volume #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 48. 8. check your current rankings for these keywords #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 49. 9. finally, verify their competition level competition level results format #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 50. which will provide the additional information you need #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 51. to identify the keywords with the specified criteria #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ! ! Relevance search volume competition seasonality intent ! ! existence format rankings
 conversions INDUSTRY behavior current content ! ! VOLUME PROFITABILITY business offering
  • 52. Content Demand 
 in search engines Content supply in your website that will target the unfulfilled search audience needs #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 53. Content Demand 
 in search engines Content supply in your website with your web content areas, types & formats #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 54. it’s now time to improve this content visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 55. giving your content search visibility & conversions 2. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 56. let’s start by checking google’s current search results #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 57. the “standardized” 10 links results days are over #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 58. we now have PERSONALIZED & multi-device results #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics personalized
  • 59. local results with map, carrousel & reviews local carrousel business reviews maps authorship #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 60. answer box, images, news, authorship & knowledge graph news images answer box authorship knowledge graph #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 61. video, recipe with ratings results authorship recipe w/ ratings video #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 62. products with reviews authorship product w/ reviews #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 63. and more! check-out this dr. pete’s presentation #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 64. it’s not just about rankings anymore, but visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 65. how to stand out & make the most out of these? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 66. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics 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 
  • 67. x #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics 1. map your keywords with your web content areas community product category 2 learning center events home product 1a product 1b product n1 product n2 category 
 a categoty 
 b blog product category 1 product category n
  • 68. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics and the content types & formats to develop or optimize
  • 69. it’s key to avoid lack of targeted relevance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics good implementation of parallax for seo bad implementation of parallax for seo
  • 70. and minimize content cannibalization issues community product category 2 learning center events home product 1b product n2 category a categoty b blog product category 1 product category n targeting query A product 1a product n1 targeting query a = #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it’s ok - targeting different modifiers that google identifies as relevant for this query
  • 71. that makes google to not choose the best page to rank community product category 2 learning center events home product 1b product n2 category a categoty b blog product category 1 product category n #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics this is not ok a question page from the community q&a is not the best for this transactional query product 1a product n1 = targeting query A targeting query a
  • 72. use siteliner to check internal content duplication ISSUES #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 73. 2. optimize pages relevance towards their targeted terms #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 74. featurE them in key areas & elements of your pages #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics meta description headings title body text images url keywords, topics or phrases in videos
  • 75. and facilitate their shareability #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 76. use embed codes besides share buttons #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 77. 3. OPTIMIZE YOUR images relevance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics surrounding text alt description file name optimize with the targeted terms
  • 78. and your videos relevance TOO #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics title file name optimize with the targeted terms caption or surrounding text
  • 79. 4. check how google (vs. your users) see your content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 80. and how your mobile users visualize it with an emulator #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 81. if you require registration, balance your approach #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics 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
  • 82. remember your page body needs relevant content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 83. 5. make the most out of the title, meta description & url #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics title good poor meta description url fair 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
  • 84. use the seochat meta tag generator to preview them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 85. and a user agent switcher in your browser to verify them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ipad iphone
  • 86. 6. give a “meaning” to your content with structured data #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 87. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics and enhance your search results with rich-snippets
  • 88. use structured data & schema tools to generate them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 89. and the structured data testing tool to check its usage #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 90. 7. use the authorship & publisher tags for more visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 91. and set the markup for the in-depth articles feature #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 92. along a google+ page for you & your business #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 93. 8. if a news site, optimize & submit for google news too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics,3179239,3179205YOU’LL NEED TECHNICAL SUPPORT for this
  • 94. maximizing every search opportunity for your content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 95. UGH, BUT ALL THIS IS SO MUCH WORK! #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics oh please! we haven’t even gone technical
  • 96. you can support yourself with an on-page SEO grader #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 97. or USE SEO CRAWLERS TO do large SCALE analysis #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 98. have the “perfectly optimized page” as a reference too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 99. start collaborating with the seo team too (your new bff) #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it will be particularly handy for technical optimization
  • 100. finally, always monitor your content search performance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics organic search conversions external links & shares organic search traffic organic search 
 rankings & visibility additional tools that can help to track it
  • 101. this will serve to evolve your content over time #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it’s an iterative & incremental process
  • 102. now you’re ready to use seo to achieve your content goals #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics let’s go!
  • 103. you can also ask me about seo later in twitter! Just Follow me @aleyda thanks! do you have questions? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 104. IMAGES featured UNDER CREATIVE COMMONS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics