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SEO Content Strategy for 2012 & Beyond - Presentation to Little Rock Chapter of the American Advertising Federation
 

SEO Content Strategy for 2012 & Beyond - Presentation to Little Rock Chapter of the American Advertising Federation

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SEO Content Strategy for 2012 & Beyond - Presentation to Little Rock Chapter of the American Advertising Federationseo

SEO Content Strategy for 2012 & Beyond - Presentation to Little Rock Chapter of the American Advertising Federationseo

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  • So this is what Schipul.com looks like on the front end to people
  • And this is what it looks like to search engines. Search engines only read code.
  • A spider will go through the code and follow the links and then crawls those pages.
  • And this is what your search results look like.

SEO Content Strategy for 2012 & Beyond - Presentation to Little Rock Chapter of the American Advertising Federation SEO Content Strategy for 2012 & Beyond - Presentation to Little Rock Chapter of the American Advertising Federation Presentation Transcript

  • SEO Driven Content Strategy for 2012 & Beyond Caitlin Kaluza Communications Manager Schipul – The Web Marketing Company @qcait | slideshare.net/qcaitPhoto Credit: flickr.com/photos/53196512@N07/5299700424
  • About Caitlin
  • About Schipul
  • What We’ll Cover• Search Engine Marketing Fundamentals• Crafting your Content Strategy for SEO• What’s Next for 2012 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • SEARCH ENGINE MARKETINGBASICS Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • How Does a Search Engine Work? Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Search EnginesAre Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Search Engine Relationships http://bruceclay.com/serc.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inboundlinkshttp://bruceclay.com/seo-hierarchy-of-needs.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Content is KingPhoto credit: flickr.com/photos/8749778@N06/5867410093 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • CRAFTING AN SEOCONTENT STRATEGYPhoto Credit: flickr.com/photos/17237319@N00/291216103/
  • How is Your Content Doing Now? Keyword Density Analyzer Report schipul.com/sem-toolsYou should seeyour brandname, your topkeywordphrase, & yourgeography Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • What Words Should you Focus On?Make a list of top keywordsUse Google keyword tool to analyze competition vs. demand Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Photo Credit: flickr.com/photos/28581290@N08/5819937337 BRAINSTORM CONTENT
  • What is the Goal of Your Website?• Nurture current customers• Educate potential customers• Show off your expertise• Recruit new talent• Recruit volunteers• Sell widgets Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Questions to Ask• What additional Product/Service Details can we provide?• What checklist would help our customers?• What content would help our sales team?• What do current customers want to know?• What do potential customers want to know?• What services don’t have a lot of detail on the website?• What location specific content can we add?• What questions do we get asked often?• What content can we provide around our target industries? Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Look at Keyword Data• List of Keywords• Other Keywords that came up• Top Keywords for Current Content Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Types of Content• Your top blog post could make a great video or whitepaper• Video can reach past your site • 3 Billion videos viewed• Incorporate on YouTube per day Photos, Articles, Pr • 38% of Google Search ess Releases, Blog results include video Posts, Case • Videos get a 40% Percent Studies, Slideshare higher CTR in Search presentations Results Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Think About Link Bait• Cool Stuff Gets Link Backs – Top 10 Ways to… – Hot Topics/In the News – Infographics – How To/FAQs Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Create an Editorial Calendar• Consistency is more important than Quantity• Have one person own it but delegate• Have a Sharing Strategy – share on Facebook, Twitter, LinkedIn, etc. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Where to Share• Google & Bing Incorporate Social Signals• Must be public, i.e. Twitter, Facebook Fan Page• Don’t be afraid to share twice – First: Announce new post – Second: Pull out a quote or fact Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • Photo Credit: flickr.com/photos/8070463@N03/3429124893WHAT’S NEXT IN2012?
  • 2011 - Local30+% of Searcheshave local intent1. Add LocalContent2. Claim &Optimize LocalListingsschipul.com/help-files/intro-to-google-places/ Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • 2011 - Spam1. Google PandaUpdate2. Low QualityContent,DuplicateContent Photo credit: flickr.com/photos/wadem/2853301642/ Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • 2012 - Google +• Sites that yourfriends +1 getpreferredplacement• Google+Business Pagesgetting preferredplacement inSearch Results Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • 2012 – Mobile Stats• 44% of Americans surf the web on their phone• By 2014, Mobile web traffic will surpass PC traffic• 50% of Local Searches happen on a phone• 86% of people on phones are in front of a TV
  • 2012 - Mobile Optimization• Mobile Search Results areDifferent than PC Results• Mobile keywords are different• A Mobile Optimized SiteMatters• Two Types of Mobile Site: • Separate Site • Mobile Stylesheet Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAITPhoto Credit: flickr.com/photos/44124279284@N01/5870360995