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Content Optimization

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  • 1. April 2013Content is King at Delphic
  • 2. Create Great Content!•Why we should all write•Content optimization•Next steps
  • 3. Content FTW• Thought leadership is driven by content• Each of us specializes in something uniquethat makes Delphic great• By writing for Delphic and for yourself, youshow our readers the dedication and expertiseyou possess• Plus, it’s pretty great for SEO, too
  • 4. It’s the little things.SEO can be a battle of inches, especially as you get closer to that number one spot.There is one rule I have regarding on-site optimization: if you can fix it, you should.Keyword PlacementThere are several places on a page where a keyword should exist.• Page (window) title• Headings (H1, H2)• Bold text• Image names• Image alt tags• Image titles• Anchor text• Anchor titles
  • 5. PageTitlesPage titles (usually) become the links seen in search results.
  • 6. PageTitlesCharacteristics of an optimized page title• Keyword is included• Primary keyword is at the far left or beginning ofthe title• Ends with branded text (i.e. | Delphic Digital)• Does not include too many keywords• Does not include unrelated terms• Actually relates to content on the page
  • 7. Headings• Keyword is included• Is not hidden or styled off the page• Makes sense from a design perspective (not forced)• Appears directly before paragraph content in codeCharacteristics of an optimized heading
  • 8. StrongText• Keywords should be bold using the <strong> tag• Bold where it makes sense, once per paragraph isrecommended
  • 9. Images• Image names: Because the file name becomes aURL, this is an extremely powerful signal• ALT tags: These tags are read to visually impairedvisitors and is taken as a sign that your website isoptimized for all audiences• Title: The image title is not considered a strongsignal, but can improve performance in imagesearch results
  • 10. AnchorText• Anchor text (links) are extremely important in SEO• Where the link comes from denotes the power ofthe link and counts as a vote for the linked site• The text of the link is what the vote should be for• This search in Google can show you where youshould be links from internally:site:http://www.delphicdigital.com keyword
  • 11. The Purpose of Content• Blog posts keep spiders coming back to the sitemore frequently• Fresh content can be interlinked to stale content toinfluence freshness• Blog posts give us the opportunity to write aboutthings that might not necessarily fit on a static page,such as the services page
  • 12. Next Steps – Let’sWrite!• We will discuss possible post topics• Katie and I will help you brainstorm some contentideas• Content idea generator:https://docs.google.com/a/delphicdigital.com/spreadsheet/ccc?key=0AgqJeUqkPAa-dEN0SVpPaDhINDl3MV9OcXpTQzBiTEE#gid=0• Use my presentation to optimize your content tothe best of your ability• We’ll review and optimize internally before posting• Post and share your content!