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SEO & Online Content Strategy

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  • Content Strategy is planning for the creation of useful, usable information. It’s not just what you’re going to publish, but WHY.How are we going to create it?What will happen after it goes live on the site?
  • Transcript

    • 1. Developing an Online Content Strategy
      Sandra Rand
      www.sandrarand.com
      January 27, 2011
    • 2. Keyword Research – the List
      Existing keyword audit
      Google Analytics & Webmaster Tools
      Sales team
      Current customers
      List root brands and product/service names
      Plug ‘em into a thesaurus
      Study competitors’ sites
      Add geographic and descriptive variations
      Social media conversations
      SocialMention.com
      Take all the variations and plug them Google’s Keyword Tool, which will suggest numerous other variations.
    • 3. Keyword Research - the Approach
      PAID:
      Keyword Discovery (free & paid)
      Wordtracker (free & paid)
      SEOmoz Keyword Difficulty Tool (sometimes free?)
      Wordstream
      Step 1: Introduce competitive keywords as the major categories in your navigation
      Step 2: Focus on low-hanging fruit for blog posts and static pages
      Low competition + higher search volume = sweet spot
      FREE:
      Google Adwords Keyword Tool
      Google Insights
      Google Traffic Estimator
      Google Wonder Wheel
      MSN AdCenter
      SpyFu Keyword Groupie
    • 4. Writing for Humans
      “Create content that's fun, useful, engaging, linkable,
      likeable, and most of all, shareable!” –SEO Steve
      How To
      Top 10 / 5 / 3 Lists
      Best / Worst
      Figures / Numbers
      Media
      Photos
      Video
      Audio
      Answer questions
      Seasonality
      Current events
    • 5. Writing for Search Engines
      Page title tag
      Homepage Format: “KW Phrase: Keyword, Synonym, and Topic| Company Name”
      Internal Page Format: “Keyword Phrase: Elaborate”
      Must be different for EVERY page on your site
      Ideal length: 66 characters long
      URL
      URL Format: “www.domain.com/category/keyword-happy-blog-post-title”
      Use dashes
      Variation of keyword phrase
      H1 Tag
      Variation on title tag
      Page Text
      1 iteration of the target keyword per 100 words
      Ideal length: 450 words
      Meta description
      <150 characters – what shows up in Google & FB blurb when posting a link
      Meta keywords – doesn’t help, doesn’t hurt (2-5 variations of the keyword phrase)
      Images
      File name format: “descriptive-keyword-phrase.jpeg”
      Alt text: “Keyword-heavy description of what is in the image”
      WordpressPlugin:
      All in One SEO
    • 6. Creating an Editorial Calendar
      WordpressPlugin:
      Stresslimit Editorial Calendar
      Editorial Calendar Template
      https://spreadsheets.google.com/ccc?key=0Alq_vQdhINVYdGVsTl80R3VIUkRURUlQR1UxTGFveGc&hl=en&authkey=CIjJlLQN
      Template adapted from Stephanie Schwab
    • 7. Link Building
      Link = a “vote” from the referral site
      Anchor text:
      Buy Power Tools at Bob’s Hardwarevs. Click here to buy power tools
      Nofollow
      Manual link building vs. editorial link building
      Identify link targets:
      Open Site Explorer
      Yahoo Site Explorer
    • 8. Measurement
      Traffic
      Rankings
      Increased Exposure in Search Engines
      # of keywords you’re ranked for
      # of pages indexed
      Crawl Frequency
      Inbound Links
      Conversions
      Set up goal tracking in Google Analytics to measure success
    • 9. Questions?