Syncing SEO & Content Strategies

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Content is supposed to be king, but how do you know if you’re planning and producing it in the right way? In this talk, we look at how SEO is not only the most targeted source of traffic, but also a source of data and insight into how to produce the kind of content that potential customers are already looking for.

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Syncing SEO & Content Strategies

  1. 1. Plank Breakfast Club 12 August 2014 yncing SEO & Content Strategies 1
  2. 2. Syncing SEO & Content 2 Breakfast Club Overview • Intro to SEO • Keywords Research • Content Strategy • Keyword Narrative o Editorial Planning o Content Seeding o Interlinking
  3. 3. Syncing SEO & Content 3 Breakfast Club Who Am I? • Founder of Socialed Inc. • Recovering Agency Hack • Blogger o @gypsybandito o @acquisio o @revenews • Search & Social Since 2005
  4. 4. Syncing SEO & Content 4 Breakfast Club INTENTIONAL TARGETING
  5. 5. Syncing SEO & Content 5 Breakfast Club SERP Click-Through-Rates
  6. 6. Syncing SEO & Content 6 Breakfast Club Source: Chitika 2013 Search Ranking Click Through Rate 1 32.5% 2 17.6% 3 11.4% 4 8.1% 5 6.1% 6 4.4% 7 3.5% 8 3.1% 9 2.4% 10 2.6%
  7. 7. Syncing SEO & Content 7 Breakfast Club Challenge & Opportunity Top 5 Results Get >75% of Clicks
  8. 8. Syncing SEO & Content 8 Breakfast Club SEO = Medium- to Long-Term Strategy
  9. 9. Syncing SEO & Content 9 Breakfast Club 3 Facets of SEO
  10. 10. SEO 101 10 Breakfast Club Indexation • Removing any barriers to search crawlers indexing all pages on your site Relevance • Mapping site architecture to semantic verticals to reach ideal relevancy on targeted terms Popularity • Balance the quantity, quality, & regularity of your backlink profile to maximize popularity
  11. 11. SEO 101 11 Breakfast Club
  12. 12. RELEVANCE 12 Breakfast Club Keyword Research
  13. 13. Relevance – Keyword Research 13 Breakfast Club What Why • A relevant selection of the best combinations of keywords for your site and industry •To understand where your site traffic to your web site •To understand which keywords have best search volume & conversion potential How • With search volume data provided by Google Keyword tool and other tools • List of best keywords associated with themes and sections/sub-sections/pages of your pages • Full list of keywords with search volume data, separated by themes • A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages Deliverables
  14. 14. Relevance – Keyword Research 14 Breakfast Club Free Tools • Google Adwords Keyword Tool • Google Analytics Google Adwords Keyword Tool • Search Volume • Average CPC
  15. 15. Relevance – Keyword Research 15 Breakfast Club Keyword Data Keywords Search Volume Avg. CPC content marketing 12,100 $19.96 inbound marketing 8,100 $23.56 content strategy 2,400 $16.18 what is content marketing 1,900 $19.18 what is inbound marketing 1,300 $13.20
  16. 16. Relevance 16 Breakfast Club Onpage Optimization
  17. 17. Relevance – On Page SEO 17 Breakfast Club The 3 Basics • Page Titles • Meta Descriptions • Copy & Content
  18. 18. Relevance – On Page SEO 18 Breakfast Club Page Titles – 65 Characters
  19. 19. Relevance – On Page SEO 19 Breakfast Club Meta Descriptions: 150-160 Characters
  20. 20. Relevance – On Page SEO Breakfast Club Page Title • 65 Characters • 1-2 Keywords + Brand Name Meta Description • 150-165 Characters • Marketing Copy • Call-to-Action 20
  21. 21. Relevance – On Page SEO 21 Breakfast Club Page Copy / Content • Unique Content • 300 words min (suggested) • 1.6% Keyword Density • Header Tags (H1, H2, H3) • Bullet Lists
  22. 22. 22
  23. 23. Syncing SEO & Content Strategy 23 Breakfast Club SEO Benefits of Blogging • Authorship Mark-Up • Updated Content o Posts, Comments, etc. • Structured Content o Categories, Tags, Users, RSS Feed, etc. • Interlinking oPosts oCategory Blurbs oAuthor Bios
  24. 24. Syncing SEO & Content Strategy 24 Breakfast Club Keyword Narrative
  25. 25. Syncing SEO & Content Strategy 25 Breakfast Club Editorial Calendar • Category Taxonomy o Product / Service Related • Keyword Research o Category Verticals o Proportional Search Volume o Content Distribution o Brainstorming
  26. 26. Questions 26 Onpage SEO & Copywriting T F ??? CT Moore ctmoore@socialed.ca @gypsybandito

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