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SEO & Online Content Strategy
 

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?

SEO & Online Content Strategy SEO & Online Content Strategy Presentation Transcript

  • Developing an Online Content Strategy
    Sandra Rand
    www.sandrarand.com
    January 27, 2011
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Questions?