Importance of Content in SEO

860 views

Published on

(Part 2 of 6) #1 Google ranked "Search engine optimization expert" @Rob Bertholf shares his insight on improving your search engine placement and content marketing success. Desired takeaways include creating a content marketing plan, keyword research and content ideation.

Published in: Marketing
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
860
On SlideShare
0
From Embeds
0
Number of Embeds
71
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Importance of Content in SEO

  1. 1. @Rob Bertholf Importance of Content in Search __ @Rob on...
  2. 2. @Rob Bertholf WiFi Access Login: ________ Password: ________
  3. 3. @Rob Bertholf @Rob HELLOmy name is
  4. 4. @Rob Bertholf @Rob’s Experience
  5. 5. @Rob Bertholf @Rob’s Geek Cred @Rob WordPress Plugin Developer <> #IRC Operator @Zeppo Former Board of Directors Information Management Staff Sergeant US Air Force Software as a Service Architect / Growth Hacker CC Creative Commons Contributor Wikipedia Editor PATENT APPLICATION #US20060294199 Systems & Methods for a Standard Web Platform
  6. 6. @Rob Bertholf Search Engine Optimization Expert Google Search Engine Optimization Expert @Rob Bertholf | Search Engine Optimization Expert rob.bertholf.com Hi, I’m @Rob on Twitter. California guy living in Honolulu, Hawaii the last 10 years. I teach at University of Hawaii’s PNM program and I am passionate about Development, Social Marketing Strategy, Web Analytics & Conversion optimization. Search engine optimization - Wikipedia en.wikipedia.org/wiki/Search_engine_optimization About 22,500,000 Results
  7. 7. @Rob Bertholf Get Social! #UHPNM Pacific New Media @pacificnewmedia Follow @PacificNewMedia Excited to speak at #Clarity15 on #SEO #KPI’s & Reporting! Rob Bertholf @Rob Follow @Rob Excited to speak at #UHPNM on #SEO & #ContentMarketing!
  8. 8. @Rob Bertholf Introductions :) HELLOyour name is 1) Name 2) Industry 3) Takeaway
  9. 9. @Rob Bertholf ● Importance of Content ● Content Focus ● Ideation & Research ● Content Creation ● Repurposing Content ● Performance & Indexation Desired Takeaways
  10. 10. @Rob Bertholf Importance & Terminology
  11. 11. @Rob Bertholf Content Freshness FRESH Happy SERP
  12. 12. @Rob Bertholf Query Deserves Freshness (QDF)
  13. 13. @Rob Bertholf QDF Model Factors include: ● Search volume ● News coverage ● Blog coverage ● Toolbar data (maybe)
  14. 14. @Rob Bertholf Leverage QDF 1. Monitor trends via social media & news 2. Publish quickly 3. Write using the target keywords 4. Build a hub with the content 5. Promote
  15. 15. @Rob Bertholf Query Diversity
  16. 16. @Rob Bertholf Query Deserves Diversity (QDD) Animal Car Animal Car
  17. 17. @Rob Bertholf Content Diversity
  18. 18. @Rob Bertholf Find Opportunities by Content Type
  19. 19. @Rob Bertholf Content Quality
  20. 20. @Rob Bertholf Content Performance ● First Impressions ○ CTR ○ “Pogo Sticking” ○ Bounce Rate ● Engagement ○ Pages per session ○ Time per session ● Conversion ○ Revenue Metrics
  21. 21. @Rob Bertholf Groundwork
  22. 22. @Rob Bertholf Clear Positioning ObjectivesIdentity
  23. 23. @Rob Bertholf { Brand } helps { Target Commonality } get { Cure Pain & Feed Aspirations } through { USP } featuring { Key Features } Connector Words Mission = Vision (your calling or purpose) + main business tactics Mission Statement Not sure? Go to BizGym.com
  24. 24. @Rob Bertholf Renewed Focus ContentCustomers
  25. 25. @Rob Bertholf Content should align with the Customer journey acting as a bridge to Conversion
  26. 26. @Rob Bertholf by providing value through Content Better Serve our Customers to increase Conversion
  27. 27. Cusomer Customers Content Conversion Brand Identity
  28. 28. @Rob Bertholf Positioning
  29. 29. @Rob Bertholf Establishing Our Voice
  30. 30. Character Who does our brand sound like? Tone What is the general vibe of our brand? Language What kind of words do we use? Purpose What is our organizational objective?
  31. 31. @Rob Bertholf Character Who does our brand sound like? Our character is intended to replicate our audience (our customer). This means someone who is a _________, transitioning between our pragmatic customer and our performance customer.
  32. 32. @Rob Bertholf Tone What is the general vibe of our brand? Our tone is light and fun but authoritative and professional. We want the customer to understand that we are one of them, but that we also know what we’re talking about and that they can trust us as their source of information and products.
  33. 33. @Rob Bertholf What kind of words do we use? Our language uses simple, easy to understand words that the vast majority of our consumer-base will understand. Sentences are kept short for quick and easy reading, but are crafted to grab the customer’s attention and create a connection with them. The basic rule of thumb for our copy is catering towards an __th-grade reading level. Language
  34. 34. @Rob Bertholf What is our organizational objective? Our purpose is to give our customers the best possible _________, backed by the best information and shopping experience. If they don’t immediately purchase from us, we want them to remember us after visiting our site. Purpose
  35. 35. @Rob Bertholf More Questions ● Does your brand refer to itself as “we” or “I”? ● Are any words off-limits? ● Does your brand have a political leaning? ● Will you respond to comments and how often? Even negative ones? What tone will you use to address negative comments?
  36. 36. @Rob Bertholf Finding Our Greatness Our Passion Customer Solution Our Differentiation Credit: Jim Collins, Good to Great
  37. 37. @Rob Bertholf What do we love to do as a company? What permeates our culture? Our Passion
  38. 38. @Rob Bertholf We cannot be great without focus. What will we be world-class in? Our Differentiation
  39. 39. @Rob Bertholf What problem do we solve? Where does our customer place value and how do we speak to this? Our Solution
  40. 40. @Rob Bertholf Value & Positioning
  41. 41. @Rob Bertholf What value do you provide? ● What would your customers say is the best part of your product/service/cause? ● What can you brag about?
  42. 42. @Rob Bertholf Examples ● Save Time & Money ● Belong & Connect ● Support Local ● Expertise & Authority ● Convenience ● Quality
  43. 43. @Rob Bertholf Dig Deeper Take each item and create sub bullet points: e.g.: Convenience ○ Hours of Operation ○ One Stop ○ Choices/Assortment ○ Hours of Operation + 7 days a week ○ Ample Parking ○ No Lines / In and out
  44. 44. @Rob Bertholf Key Messages Turn these positioning points into sentences: ● Brand, a cash and carry wholesale club, is a one-stop shop for food- service operators with a great selection of amenities, all under one roof. ○ Brand offers a wide range of quality products, early opening hours, ample parking, and a service team with years of industry knowledge and local expertise. ○ The first of its kind in Hawai‘i, Brand provides a helpful alternative to the multiple stops and time consuming, must-do task lists for its customers, allowing our members to get what they need and get back to their businesses sooner.
  45. 45. @Rob Bertholf Customer Focus ? !
  46. 46. @Rob Bertholf Identify Customer Needs There are a number of ways to identify customer needs. This can be done by interviewing your customer service and sales team. This can also be done by listening to your potential customers conversations on social media and forums.
  47. 47. @Rob Bertholf Created Value, Got Authority
  48. 48. @Rob Bertholf Content Inventory
  49. 49. @Rob Bertholf What are your content sources? ● Corporate Communication / Press Releases ● Staff Photos / Lifestyle Content ● Product Photos ● Special Offers ● Events ● Community & Customer Communication ● FAQ
  50. 50. @Rob Bertholf Who are your content sources? ● Who knows the most about the history of the company/the early days? ● Who has a vision for the future? ● Who is a really polished presenter? ● Who generates prolific content? ● Who can take high resolution photos? ● Who loves to post to social media?
  51. 51. @Rob Bertholf What are upcoming events? ● One-Time Events ○ Grand Opening, Media Event ● Recurring Events ○ Anniversaries, Trade Shows, Webinars, etc. ● Community Events ○ Merrie Monarch, Lei Day, etc. ● Seasonal Events ○ Christmas / 4th of July / Valentines, etc.
  52. 52. @Rob Bertholf Ideation Through Research
  53. 53. @Rob Bertholf Brand Nike Product Running Shoes Authority Running Lifestyle Health
  54. 54. @Rob Bertholf @Rob’s Keyword Research Grid Branded Keywords (Company Name, Product Names, Trademarks, Executive Staff) Offering Keywords (Generic Product/Service Names/Cause) Topical Keywords (Related to but not specific to a cause/service/product) Customer/Lifestyle Keywords (Result of product/service or words which describe the consumer)
  55. 55. @Rob Bertholf Branded Keywords ● Nike ● Nike Flex Industry (Product/Service) Keywords ● Running Shoes ● Trail Running Shoes ● Good/Best Running Shoes ● Jogging Shoes ● Running Trainers Topical Keywords (# ways to…, # top…, etc.) ● Choosing the right running shoe ● Warm up exercises ● Understanding your foot type ● Running trails at location ● Playlists for when running Customer Keywords ● Health ○ Diets for runners ○ Breathing exercises ● Fitness ○ Workout routines ○ Water bottles on the go ● Lifestyle ○ Clothing / Accessories ○ Playlists Example: Nike Running Shoe
  56. 56. @Rob Bertholf Answer these questions: 1. What words would be used to refer to my brand? 2. What words would people use to request my product or service? 3. If my product/service is the answer, what is the question? 4. Who would ask the question? What is valuable to them?
  57. 57. @Rob Bertholf Brand “Nike” Authority LifestyleProduct
  58. 58. @Rob Bertholf Branded Keywords: Identify Question: What words would be used to refer to my brand? Identify words which could only be associated with your brand (e.g. trademarks, product names, executives, etc.). Could be customer service related or brand reputation mngmt.
  59. 59. @Rob Bertholf Branded Keywords: Listen Set keyword alerts for these words in: ● Google Search/Alerts ● Keyword/Hashtag Search ○ socialmention.com ○ search.twitter.com ○ iconosquare.com
  60. 60. @Rob Bertholf Respond & Reward Know when your brand is mentioned! Respond to customer service items, reward positive word of mouth & advocate mentions.
  61. 61. @Rob Bertholf Brand “Nike” Authority LifestyleProduct “Running Shoes”
  62. 62. @Rob Bertholf Customer acquisition keywords Question: What words would people use to request my product or service?
  63. 63. @Rob Bertholf Research target keyword/phrases ● Write down what you think people would search for (these will typically be technical/industry insider terms) ● Ask your friends & customers what they would type in to find your product/service, write these down. (Laymen terms) ● Research what words your competitors use
  64. 64. @Rob Bertholf Prioritize relevant/frequent searched ● Go to AdWords Keyword planner ● Localize to your location ● Learn how often the words are searched
  65. 65. @Rob Bertholf #PROTIP: Revisit your words! Learn from web analytic data to determine which words are most effective. ● Check Organic Keyword Traffic ○ Volume ○ Conversion
  66. 66. @Rob Bertholf Ensure keywords are in content Ensure the words are found in your website content and page titles. If deficient consider building a page of content to support the keyword.
  67. 67. @Rob Bertholf Brand “Nike” Authority “Running” LifestyleProduct “Running Shoes”
  68. 68. @Rob Bertholf Identify topical keywords/questions Question: If my offering is the answer, what is the question?
  69. 69. @Rob Bertholf Identify relevant content Identify topics relevant to your product/service: ● Frequent questions in your space ● Provide a solution to solve a problem ● Trending/Relevant Hashtags
  70. 70. @Rob Bertholf Create & Tag your content Create topical content which is relevant, timely and interesting for your customers. ● Blog posts ○ Share them with #hashtags ● Social posts ○ Caption this, fill in the blank, etc.
  71. 71. @Rob Bertholf Brand “Nike” Authority “Running” Lifestyle “Health” Product “Running Shoes”
  72. 72. @Rob Bertholf Identify relevant content Identify: Who would ask the question (from last step) ...or simply who is your target customer? What other type of content (relevant to your brand) would they be interested in?
  73. 73. @Rob Bertholf Identify relevant content Find content that is relevant to your customers. ● News articles ● Blog posts ● Social media posts
  74. 74. @Rob Bertholf Curate relevant content Share the curated content relevant to your customers through your social networks.
  75. 75. @Rob Bertholf Research & Ideation
  76. 76. @Rob Bertholf Research
  77. 77. @Rob Bertholf
  78. 78. @Rob Bertholf Google.com/Trends/Explore
  79. 79. @Rob Bertholf Prioritize relevant/frequent searched ● Go to AdWords Keyword planner ● Localize to your location ● Learn how often the words are searched
  80. 80. @Rob Bertholf #PROTIP: Revisit your words! Learn from web analytic data to determine which words are most effective. ● Check Organic Keyword Traffic ○ Volume ○ Conversion ● Determine ○ Context ○ Intent
  81. 81. @Rob Bertholf Browser http://www.google.com What is a search query? A web search query is a query that a user enters into a web search engine to satisfy his or her information needs. Web search query - Wikipedia, the free encyclopedia https://en.wikipedia.org/wiki/Web_search_query Wikipedia
  82. 82. @Rob Bertholf Google alone processes on average over 40,000 search queries every second, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.
  83. 83. Unrelated Search Demand Related Search Demand Available Potential Search Queries
  84. 84. Viable Search QueriesProducts or services we do not offer or Applications we do not support Queries from outside of our coverage area Potentially Viable Search Demand * Ignoring random search noise
  85. 85. Transactional Informational Navigational Source: PennState http://news.psu.edu/story/189289/2008/04/02/ist-researchers-classify-web-searches Search Query Classification
  86. 86. Types of Search Queries 1. Navigational e.g. “Google”, “YouTube”,... 2. Informational e.g. “running shoes”, “best trails”,... 3. Transactional e.g. “cheapest nike running shoes”
  87. 87. @Rob Bertholf Content Inventory
  88. 88. @Rob Bertholf Leverage Existing Content ● Corporate Communication / PR ● Community & Customer Communication ● Product ● FAQ ● Lifestyle Content
  89. 89. @Rob Bertholf Leverage Contacts ● Employees ● Vendors ● Customers ● Brand Ambassadors
  90. 90. @Rob Bertholf Content Creation
  91. 91. @Rob Bertholf Content Calendar Monday Tuesday Wednesday Thursday Friday Authority Engagement Outreach Action Advocacy Product Page x5 Social Content Video Blog Post x3 Infographic Social Content Podcast x5 Blog Post x3 Product Page Social Content Video Meme x10 Product Page Social Content Interview
  92. 92. @Rob Bertholf
  93. 93. @Rob Bertholf Visually Impaired Section 508 Compliance Web Accessibility Initiative
  94. 94. @Rob Bertholf Subject Matter Impaired Non topical authorities
  95. 95. @Rob Bertholf Repurposing Content
  96. 96. @Rob Bertholf Content Types Blog Post Infographic eBook Slide deck Video Case Study Podcast Interview Meme
  97. 97. @Rob Bertholf Identify Ingredients Understand the Anatomy of each page type. E.g.: ● Title ● URL ● Meta Description ● Copy ● Embedded Media
  98. 98. @Rob Bertholf Catchy Page Title www.yourdomain.com/slug YourLogo My Account | Order Status | Help My CartLive Chat Menu Menu Menu Menu Mauris sed eleifend tortor. Nullam sodales lectus mauris, ac eleifend elit eleifend nec. Ut non porttitor lacus. Suspendisse dolor lacus, efficitur tempor lobortis ut, egestas vitae leo. Quisque vulputate turpis eget magna pharetra viverra. In lacus ipsum, condimentum at nisl vitae, posuere cursus sem. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus nec purus vel diam ultricies pellentesque. Proin fringilla malesuada ipsum, vel placerat lectus congue fringilla. Article Title Related Hero Image Shop Now Lorem ipsum dolar sit amet, consectue adipesing elit sed Shop for Related Product Proin pellentesque rutrum metus. Sed quis volutpat erat, vitae interdum est. Sed sit amet augue orci. Nullam nisl sapien, molestie eu commodo quis, pharetra consectetur justo. Vivamus viverra ullamcorper convallis. Aliquam nec mi diam. Nulla a tincidunt erat, in tincidunt neque. Suspendisse ultricies dolor non lobortis tincidunt. Nunc feugiat ex vel nunc molestie, sed efficitur augue porttitor. Pellentesque vitae venenatis neque. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Aenean tincidunt libero vitae ex ornare pellentesque. Nam faucibus libero in mollis malesuada. Fusce auctor fringilla ligula non tristique. Sub Title Related Video Search GO www.yourdomain.com/slug Link Article Title Title Catch Page Title Meta Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus nec purus vel diam ultricies pellentesque. Proin fringilla malesuada ipsum. Meta Description Mauris sed eleifend tortor. Nullam sodales lectus mauris, ac eleifend elit eleifend nec. Ut non porttitor lacus. Suspendisse dolor lacus, efficitur tempor lobortis ut, egestas vitae leo. Quisque vulputate turpis eget magna pharetra viverra. In lacus ipsum, condimentum at nisl vitae, posuere cursus sem. Copy Media: Images Media: Video
  99. 99. @Rob Bertholf Blog to Instagram
  100. 100. @Rob Bertholf Blog to Podcast
  101. 101. @Rob Bertholf Blog to Slide Deck
  102. 102. @Rob Bertholf Audio File & Slide Deck to Video
  103. 103. @Rob Bertholf Content Repurpose as: ❏ Text (if not already text) ❏ Image ❏ Infographic ❏ Video ❏ Podcast ❏ Slidedeck ❏ eBook ❏ White Paper/Case Study Send to: ❏ Twitter ❏ Facebook ❏ Google+ ❏ Instagram ❏ Pinterest ❏ LinkedIn ❏ Newsletter Content Title
  104. 104. @Rob Bertholf Progressive Content Algorithm ProductPage AuthorityPage CMS/Blog ThematicPages OffsiteContent
  105. 105. @Rob Bertholf Content Prioritization Prioritize Content based on: ● Business Value ● Search Demand ● Competitive Opportunity Content Priorities Content Priorities Sort By: Priority | Type | Date Submitted
  106. 106. @Rob Bertholf Align Search Query Classifications to Page Type by Intent
  107. 107. @Rob Bertholf Page Types Navigational Informational Transactional Blog Site Resources Product Services Homepage
  108. 108. The Role of Content by Page Type Navigational Informational Transactional ○ Opt-In with Email Address ○ Navigate Further ○ Brand Interest ○ Opt-In with Email Address ○ Navigate Further ○ Product Selection ○ # Product Pages Viewed ○ Watch Video ○ View Pictures ○ Select Options ○ Price Exposure ○ Add to Cart ○ Checkout
  109. 109. @Rob Bertholf Content Ideation & Creation • Keyword Research ○ Research trends & search demand ○ Identify target opportunities ○ Prioritize based on business value • Keyword Mapping ○ Determine content opportunities • Copywriting ○ Set content priorities • Repurposing Content ○ Leverage content for multiple formats
  110. 110. @Rob Bertholf Content Marketing
  111. 111. @Rob Bertholf What is Content Marketing? A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. - Wikipedia
  112. 112. @Rob Bertholf Content Distribution Network
  113. 113. @Rob Bertholf Website Content Your Brand www.yourdomain.com Article Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere euismod orci quis laoreet. Sed tempus ipsum semper ex interdum, quis hendrerit sem euismod. Aenean ultricies, ex gravida venenatis viverra, sapien neque laoreet turpis, et pulvinar erat ipsum ac quam. Donec sed vehicula urna. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Fusce porta ac ipsum vitae tempor. In commodo nisi a sodales lacinia. Maecenas vitae justo rhoncus, aliquet ligula non, imperdiet tellus. Facebook Content Strategy Your B @YourBr Lorem ipsum dolor mattis sat ne http:/ Twitte
  114. 114. @Rob Bertholf Content Source Content Created Repurposedas Repurposedas Shared to Shared to
  115. 115. @Rob Bertholf Your Brand Shared publicly - 5 hours ago #Tag Lorem ipsum dolor sit amet, consectetur adipiscing ut orci ut massa volutpat mattis nec: http://domain.com/article #seo Website: Hub of marketing efforts Your Website www.domain.com Article Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere euismod orci quis laoreet. Sed tempus ipsum semper ex interdum, quis hendrerit sem euismod. Aenean ultricies, ex Your Brand Article Title submitted 5 hours ago http://domain.com/article 16 seo content marketing Your Brand @YourBrand Following Lorem ipsum dolor sit amet, consect volutpat mattis sat ne http://domain.com/article #seo
  116. 116. @Rob Bertholf Profile Creation ● Establish network of profiles to distribute through
  117. 117. @Rob Bertholf RECAP ● Importance of Content ● Content Focus ● Ideation & Research ● Content Creation ● Repurposing Content ● Performance & Indexation
  118. 118. @Rob Bertholf Next Content Related Courses
  119. 119. @Rob Bertholf • Social Assets • Community Buildout Content Buildout
  120. 120. @Rob Bertholf Content Validation • Originate content from website • Inbound links increase visibility
  121. 121. @Rob Bertholf Content Engagement • Supporting both Humans & Robots Experience
  122. 122. @Rob Bertholf • Optimized experience from any device • Guided conversion & micro interactions User Intent & Experience
  123. 123. @Rob Bertholf Content Accessibility • Compliant with web accessibility initiatives (508/WAI) creates a better experience for Humans • Machine readable (schema markup) content gives context to Robots
  124. 124. @Rob Bertholf Content Performance • Measure Impressions & Clicks, Time on Site, Assisted Conversions • Organic Search Lift by Page Type Point of diminishing return, Indexation count supported by domain authority
  125. 125. @Rob Bertholf Recap __
  126. 126. @Rob Bertholf Questions?
  127. 127. @Rob Bertholf Thank you! @rob rob@bertholf.com
  128. 128. @Rob Bertholf What were your thoughts? Please tweet: “Just finished #SEO course with @Rob. It was _________”

×