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Developing an Online Content Strategy<br />Sandra Rand<br />www.sandrarand.com<br />January 27, 2011<br />
Keyword Research – the List	<br />Existing keyword audit<br />Google Analytics & Webmaster Tools<br />Sales team<br />Curr...
Keyword Research - the Approach<br />PAID:<br />Keyword Discovery (free & paid)<br />Wordtracker (free & paid)<br />SEOmoz...
Writing for Humans<br />“Create content that's fun, useful, engaging, linkable,<br /> likeable, and most of all, shareable...
Writing for Search Engines<br />Page title tag<br />Homepage Format: “KW Phrase: Keyword, Synonym, and Topic| Company Name...
Creating an Editorial Calendar<br />WordpressPlugin:<br />Stresslimit Editorial Calendar<br />Editorial Calendar Template<...
Link Building<br />Link = a “vote” from the referral site<br />Anchor text: <br />Buy Power Tools at Bob’s Hardwarevs. Cli...
Measurement<br />Traffic<br />Rankings<br />Increased Exposure in Search Engines<br /># of keywords you’re ranked for<br /...
Questions?<br />
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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 of "SEO & Online Content Strategy"

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