SEO Driven Content                                                             Strategy for 2012 &                        ...
About Caitlin
About Schipul
What We’ll Cover• Search Engine Marketing Fundamentals• Crafting your Content Strategy for SEO• What’s Next for 2012      ...
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 Ma...
What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant...
Content is KingPhoto credit: flickr.com/photos/8749778@N06/5867410093   Caitlin Kaluza @qcait | Schipul – The Web Marketin...
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 to...
What Words Should you Focus On?Make a list of top keywordsUse Google  keyword tool to  analyze  competition vs.  demand   ...
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• ...
Questions to Ask• What additional Product/Service Details can we  provide?• What checklist would help our customers?• What...
Look at Keyword Data• List of Keywords• Other Keywords  that came up• Top Keywords  for Current  Content                  ...
Types of Content• Your top blog post  could make a great  video or  whitepaper• Video can reach  past your site           ...
Think About Link Bait• Cool Stuff Gets  Link Backs  – Top 10 Ways to…  – Hot Topics/In the    News  – Infographics  – How ...
Create an Editorial Calendar• Consistency is more  important than  Quantity• Have one person own  it but delegate• Have a ...
Where to Share• Google & Bing  Incorporate Social  Signals• Must be public, i.e.  Twitter, Facebook  Fan Page• Don’t be af...
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/int...
2011 - Spam1. Google PandaUpdate2. Low QualityContent,DuplicateContent           Photo credit: flickr.com/photos/wadem/285...
2012 - Google +• Sites that yourfriends +1 getpreferredplacement• Google+Business Pagesgetting preferredplacement inSearch...
2012 – Mobile Stats• 44% of Americans surf the web on their  phone• By 2014, Mobile web traffic will surpass PC  traffic• ...
2012 - Mobile Optimization• Mobile Search Results areDifferent than PC Results• Mobile keywords are different• A Mobile Op...
CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAITPhoto Credit: flickr.com/photos/44124279284@N01/5870360995
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 Federation

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

    1. 1. 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
    2. 2. About Caitlin
    3. 3. About Schipul
    4. 4. 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
    5. 5. SEARCH ENGINE MARKETINGBASICS Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    6. 6. How Does a Search Engine Work? Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    7. 7. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    8. 8. Search EnginesAre Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    9. 9. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    10. 10. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    11. 11. Search Engine Relationships http://bruceclay.com/serc.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    12. 12. 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
    13. 13. Content is KingPhoto credit: flickr.com/photos/8749778@N06/5867410093 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    14. 14. CRAFTING AN SEOCONTENT STRATEGYPhoto Credit: flickr.com/photos/17237319@N00/291216103/
    15. 15. 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
    16. 16. 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
    17. 17. Photo Credit: flickr.com/photos/28581290@N08/5819937337 BRAINSTORM CONTENT
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. 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
    22. 22. 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
    23. 23. 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
    24. 24. 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
    25. 25. Photo Credit: flickr.com/photos/8070463@N03/3429124893WHAT’S NEXT IN2012?
    26. 26. 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
    27. 27. 2011 - Spam1. Google PandaUpdate2. Low QualityContent,DuplicateContent Photo credit: flickr.com/photos/wadem/2853301642/ Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    28. 28. 2012 - Google +• Sites that yourfriends +1 getpreferredplacement• Google+Business Pagesgetting preferredplacement inSearch Results Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
    29. 29. 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
    30. 30. 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
    31. 31. CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAITPhoto Credit: flickr.com/photos/44124279284@N01/5870360995

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