SEO CONTENT 101It’s About Competing For Value
Today¨  What is SEO?¨  What is SEO Content?¨  Developing Your SEO Strategy¨  Competitive Analysis¨  Free Content Tool...
What is SEO? SEO is a business strategy inclusive of publishing,   branding, marketing, and traffic acquisition.
The TLCs of SEO
Personas For our purposes, we create personas, or example users, as tools to represent the needs, desires, skills  and env...
Who is the Googlebot Persona?Googlebot Persona15 Years Old | Experienced Information Gatherer | Mountain View, CA•  Google...
Googlebot Persona ContinuedPersonas Mentality                                                      Googlebot Persona      ...
Evolution of SEO1999-2002    On-Page SEO2003-2005    Anchor Text2006-2009    Authority & Link Diversity      2010   MAYDAY...
Why Does Googlebot Evolve?The goal of the the Googlebot Persona is to find andpresent content that is both valuable and re...
% of Googlebot Persona                  Technical                     5%       25% is content     Social                  ...
WHAT IS SEO CONTENT?It’s About Competing For Value
What is Content?Content is a value metric.¨    Adding keywords to a page doesn’t necessarily improve the ranking of a    ...
Types of Content                      Brand        Information           Marketing
SEO Anatomy of a Page     15                        1.    Title Tag                        2.    H1 Tag                   ...
Title Tag      1              Title tags signal content              to the Googlebot and              should:            ...
Header Tags              ¨    Describe the                    content              ¨    Should contain      2           ...
Content              ¨    How does it stack up                    against the competition?              ¨    Does this a...
Images             Images add value             and context.             Considerations:               •  Alt text        ...
URL      ¨    Social Implications:5           They align with social            sharing principles.      ¨    Google Per...
What Defines Value?¨  Content Depth¨  Links into that content¨  Social shares¨  User metrics¨  Author value
CONTENT STRATEGYIt’s About Competing For Value
Field of Dreams   “If you write it, they will come”            Is not true anymore.
Tips To Create Value¨    Visual Content & Interaction Points      ¤    Content with videos will attract 3 times more att...
Tips for Creating Viral Content1.     Write for Power Skimmers2.     Create Valuable/Catchy Headlines3.     Add Numbers an...
Ask Yourself ¤    Is this article written by an expert or enthusiast who knows the topic well? ¤    Does this article ha...
KEYWORDS ANDSTRUCTUREThe Second Tier of SEO
What Makes A Good Keyword 1.    Conversion Value 2.    Search Volume 3.    Matches User Intent 4.    Matches Brand Focus
Keyword Types¨    Primary      ¤  A article should target a primary topic.¨    Secondary (Supporting) Keywords      ¤ ...
COMPETITIVE ANALYSISYou Don’t Have To Outrun Lions
Competitive AnalysisTwo guys are in the jungle when they see a lion running towardsthem. Frantically, one of the men start...
What Does This Mean? We are competing with other sites for a group of valued keywords, we aren’t competing with the       ...
Finding True Online Competition Two types of competition 1.    Theoretical: Based on product set 2.    True: Based on keyw...
Define Keyword Set1.         Define high value keyword set.      •      Conversion Value      •      Search Volume      • ...
Segment Keywords1.         Segment keywords based on:      •      Marketing      •      Brand      •      Informational
Competitive Output                     Find a tool that can                     give you a clean set                     o...
Analyze the Ranking Page¨  Look at content length¨  Social signals¨  Link metrics¨  Topics covered¨  Keyword diversit...
FREE CONTENT TOOLSIt’s About Competing For Value
Google Keyword Tool                                                        ¨    Google Adwords                           ...
UberSuggest                             ¨    UberSuggest                                   ¤  Use  to expand            ...
Wordtracker Question Tool                                                          ¨    Wordtracker                      ...
Copyscape                            ¨    Copyscape                                  ¤  Used to find                    ...
Final Thoughts¨  Content is a Value Metric¨  Create Value¨  Write Complete Articles¨  Socialize Your Content¨  Build ...
QUESTIONS?CONTACT: BILLROSS@LINCHPINSEO.COMTWITTER: @BILLROSS
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SEO Content Creation 101 By LinchpinSEO for Small Business in Chicago

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This presentation given by @billross from LinchpinSEO covers the basics of content and SEO.

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SEO Content Creation 101 By LinchpinSEO for Small Business in Chicago

  1. 1. SEO CONTENT 101It’s About Competing For Value
  2. 2. Today¨  What is SEO?¨  What is SEO Content?¨  Developing Your SEO Strategy¨  Competitive Analysis¨  Free Content Tools¨  Q/A
  3. 3. What is SEO? SEO is a business strategy inclusive of publishing, branding, marketing, and traffic acquisition.
  4. 4. The TLCs of SEO
  5. 5. Personas For our purposes, we create personas, or example users, as tools to represent the needs, desires, skills and environment of one or more classes of users.
  6. 6. Who is the Googlebot Persona?Googlebot Persona15 Years Old | Experienced Information Gatherer | Mountain View, CA•  Googlebot is a passionate information gatherer.•  Over 3 million people come to it each day to get answers to their questions.•  It however, has its weaknesses, it can only gather and present the information if it can access the information on a website.•  It loves when users give it paths to new content, and tells it what that content is about.•  When determining what a website or page should be ranked for, the Googlebot Persona has evolved from using what a website says about itself, to what other personas say in their social channels or on their websites.•  It has become very good at determining what users will find valuable based on what users have told it over the years.•  If a website gives it a lot of bad information or information that is not valuable it will start to ignore the website and not use the information when a user asks for it.
  7. 7. Googlebot Persona ContinuedPersonas Mentality Googlebot Persona 15 Years Old | Experienced Information Gatherer | Mountain View, CA¨  Enjoys Finding and Organizing Content •  Googlebot is a passionate information¨  Likes When Others Tell It Whats Best or Relevant gatherer.¨  Person Pleaser •  Over 3 million people come to it each day to¨  Needy get answers to their questions. •  It however, has its weaknesses, it can onlyGoal gather and present the information if it can access the information on a website.¨  Match the other personas with the information they are searching for. •  It loves when users give it paths to new content, and tells it what that content is about. •  When determining what a website or pageNeeds should be ranked for, the Googlebot Persona¨  Needs a focused path to follow to find new content has evolved from using what a website says¨  Needs people telling it whats relevant through constant about itself, to what other personas say in their feedback social channels or on their websites.¨  Needs high value keyword focused content •  It has become very good at determining what¨  Needs users to find value in what it tells them users will find valuable based on what users have told it over the years. •  If a website gives it a lot of bad information orIssues information that is not valuable it will start to¨  Has difficulty finding, understanding, and presenting content ignore the website and not use the information that is located in places it cant access. when a user asks for it.¨  If a link is present it will crawl it, unless told not to, which often sends the persona into places of low value where it gets lost.
  8. 8. Evolution of SEO1999-2002 On-Page SEO2003-2005 Anchor Text2006-2009 Authority & Link Diversity 2010 MAYDAY & Social IntegrationEarly 2011 Panda Update Late 2011 Freshness Update 2012 Search Plus Your World
  9. 9. Why Does Googlebot Evolve?The goal of the the Googlebot Persona is to find andpresent content that is both valuable and relevant to a searchers keywords.
  10. 10. % of Googlebot Persona Technical 5% 25% is content Social based. This might 15% Content seem low but if this is 25% not done well, then the other areas will Links not bring value. 55%
  11. 11. WHAT IS SEO CONTENT?It’s About Competing For Value
  12. 12. What is Content?Content is a value metric.¨  Adding keywords to a page doesn’t necessarily improve the ranking of a page for the added keywords.¨  Content provides value for inbound marketing efforts (link building & social)¨  Low quality content on a website reduces search engine visibility by lowering the authority and value for the Googlebot Persona and the user. “Design in the absence of content is not design, it’s decoration” – Jeffrey Zeldman
  13. 13. Types of Content Brand Information Marketing
  14. 14. SEO Anatomy of a Page 15 1.  Title Tag 2.  H1 Tag 3.  Content 4.  Images 2 4 5.  URL 3
  15. 15. Title Tag 1 Title tags signal content to the Googlebot and should: •  Closely match the title of the page (H1 Tag) •  Be less than 80 characters •  Contain the keywords that the page is targeting.(1 primary 2 supporting)
  16. 16. Header Tags ¨  Describe the content ¨  Should contain 2 the primary keyword
  17. 17. Content ¨  How does it stack up against the competition? ¨  Does this article contain insightful analysis or interesting information that is beyond obvious? ¨  Is this the sort of page you’d want to 3 bookmark, share with a friend, or recommend? ¨  Would you expect to see this in a magazine, journal or book?
  18. 18. Images Images add value and context. Considerations: •  Alt text 4 •  Relevance •  Integration (included in article)
  19. 19. URL ¨  Social Implications:5 They align with social sharing principles. ¨  Google Persona Focus: Giving the search engine a focused path through the website. ¨  User’s Search Intent: Matching user search intent will increase CTR and have a positive effect on user metrics and rankings.
  20. 20. What Defines Value?¨  Content Depth¨  Links into that content¨  Social shares¨  User metrics¨  Author value
  21. 21. CONTENT STRATEGYIt’s About Competing For Value
  22. 22. Field of Dreams “If you write it, they will come” Is not true anymore.
  23. 23. Tips To Create Value¨  Visual Content & Interaction Points ¤  Content with videos will attract 3 times more attention. ¤  Content with all three media types (videos, images, and lists) will attract almost 6 times attention.¨  Increase Content Length and Depth ¤  Contrary to common beliefs, large posts seem to attract more links than posts with 900 words or less. ¤  Content with between 1800 and 3000 words will attract 15 times more attention than those with less than 600 words.
  24. 24. Tips for Creating Viral Content1.  Write for Power Skimmers2.  Create Valuable/Catchy Headlines3.  Add Numbers and Data4.  Add Pictures5.  Use Sub-Headlines6.  When in Doubt, List it Out7.  Quotes are Powerful8.  Use Bold and the Italic9.  Getting buy-in from influencers10.  Including influencers in the creation process
  25. 25. Ask Yourself ¤  Is this article written by an expert or enthusiast who knows the topic well? ¤  Does this article have spelling, stylistic, or factual errors? ¤  Does the article provide original content or information, original reporting, original research, or original analysis? ¤  Would you recognize this site as an authoritative source when mentioned by name? ¤  Does this article provide a complete or comprehensive description of the topic, or are the articles short, unsubstantial, or otherwise lacking in helpful specifics? ¤  Does this article contain insightful analysis or interesting information that is beyond obvious? ¤  Is this the sort of page you’d want to bookmark, share with a friend, or recommend? ¤  Would you expect to see this article in a printed magazine, encyclopedia or book?
  26. 26. KEYWORDS ANDSTRUCTUREThe Second Tier of SEO
  27. 27. What Makes A Good Keyword 1.  Conversion Value 2.  Search Volume 3.  Matches User Intent 4.  Matches Brand Focus
  28. 28. Keyword Types¨  Primary ¤  A article should target a primary topic.¨  Secondary (Supporting) Keywords ¤  An article should target up to 5 secondary keyword ideas¨  Long Tail ¤  Thisshould include long tail key phrases such questions about the topic.
  29. 29. COMPETITIVE ANALYSISYou Don’t Have To Outrun Lions
  30. 30. Competitive AnalysisTwo guys are in the jungle when they see a lion running towardsthem. Frantically, one of the men starts putting on his runningshoes.Surprised, the other man says " What are you thinking, you cantoutrun a lion!!!”" I dont have to outrun the lion," said the man, " I just have tooutrun you."
  31. 31. What Does This Mean? We are competing with other sites for a group of valued keywords, we aren’t competing with the algorithm.
  32. 32. Finding True Online Competition Two types of competition 1.  Theoretical: Based on product set 2.  True: Based on keyword set Competition is defined by the keyword set that a site is attempting to target in the search results.
  33. 33. Define Keyword Set1.  Define high value keyword set. •  Conversion Value •  Search Volume •  Matches User Intent •  Matches Brand Focus
  34. 34. Segment Keywords1.  Segment keywords based on: •  Marketing •  Brand •  Informational
  35. 35. Competitive Output Find a tool that can give you a clean set of search results. SEOmoz Tool
  36. 36. Analyze the Ranking Page¨  Look at content length¨  Social signals¨  Link metrics¨  Topics covered¨  Keyword diversity¨  Content structure
  37. 37. FREE CONTENT TOOLSIt’s About Competing For Value
  38. 38. Google Keyword Tool ¨  Google Adwords ¤  Used to get approximate search volume. ¤  Used to find supporting ideashttps://adwords.google.com/select/KeywordToolExternal
  39. 39. UberSuggest ¨  UberSuggest ¤  Use to expand article ideas ¤  Use to build supporting and secondary keywords ¤  Use to come up with ideashttp://www.ubersuggest.org around a specific topic.
  40. 40. Wordtracker Question Tool ¨  Wordtracker Question Tool. ¤  Find long tail questions to answer and add to your article.https://freekeywords.wordtracker.com/keyword-questions/
  41. 41. Copyscape ¨  Copyscape ¤  Used to find copies of articles or parts of content within an article.http://www.copyscape.com/
  42. 42. Final Thoughts¨  Content is a Value Metric¨  Create Value¨  Write Complete Articles¨  Socialize Your Content¨  Build Value For Your Content by Building High Value Links
  43. 43. QUESTIONS?CONTACT: BILLROSS@LINCHPINSEO.COMTWITTER: @BILLROSS
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