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The Marriage between Content and SEO

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Using keyword research and KOB to help inspire content. How to bake in your keyword research into your content production to ensure you always have success.

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The Marriage between Content and SEO

  1. 1. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 1 The Marriage Between Content & SEO Adobe AEM: Global Search Community #AEMCommunity
  2. 2. Download/View this Deck: bit.ly/AEM97
  3. 3. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 3 or, since we are in San Jose
  4. 4. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 4 That’s playing for second How to go 73 and 9 with your Content Strategy
  5. 5. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 5 Chris Bennett CEO/Founder /97thfloor @chrisbennett /97thfloor
  6. 6. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 6
  7. 7. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 7 Solutions Partner Agency Partner
  8. 8. Content Inspiration: We’ve Been Doing It All Wrong
  9. 9. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 9 We have been thinking social success
  10. 10. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. Equals this
  11. 11. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 11 Social count is not indicative of “Success”
  12. 12. This is flawed
  13. 13. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 13 Easy to manipulate
  14. 14. We are basing our content ideas off of what our competitors are doing
  15. 15. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 15 It is a small piece of the pie
  16. 16. “Look they are killing it with XYZ, so lets make a newer version.”
  17. 17. “They did X as an article and look at those shares! Lets do it as a guide”
  18. 18. Which works, but…
  19. 19. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. That’s playing for second
  20. 20. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
  21. 21. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 21 If He copied If he copied competitors
  22. 22. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. We would still be here
  23. 23. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 23 Instead of here
  24. 24. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. But to get there we gotta go back to the 90’s
  25. 25. When Keyword Research was the name of the game
  26. 26. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. Because I promise you
  27. 27. Adobe AEM Community // @chrisbennettDigital. Marketing. Elevated. 27 100%It is the closest thing to a guarantee you will get
  28. 28. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. and they like guarantees
  29. 29. So what does this look like?
  30. 30. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. First add about 3 hours to the 5 minutes you currently spend on keyword research for content
  31. 31. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 31 Please! Don’t just type in a phrase in Keyword Planner and call it a day.
  32. 32. how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch Grab a massive list
  33. 33. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 33 We grabbed 4,333 around smoothies/recipes
  34. 34. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 34 Then apply the formula
  35. 35. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 35 Searches x Bid = Benefit x = Start with Google 35
  36. 36. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 36 Then add in Difficulty 36
  37. 37. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 37 = Bring in Difficulty 37 Benefit ÷ Difficulty = KOB ÷ Difficulty Tool
  38. 38. Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated. 38 This is a public DOC PLEASE Download or Copy Before Using. Link: to KOB Spreadsheet We made the formula for you!
  39. 39. Make subgroups for each theme
  40. 40. and sort by KOB
  41. 41. Your research will dictate your ideas
  42. 42. Somebody make me some pumpkin cookies
  43. 43. It Works! - by prioritizing KOB
  44. 44. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 44 Now that you have the formula
  45. 45. Case study Kale
  46. 46. Case study Kale It was not “viral”
  47. 47. that’s the point
  48. 48. Case study Kale 22k Searches a month
  49. 49. Case study Kale - 302 Different Keywords bringing traffic - 75 Keywords in the top 10 - 1,300 visits a day #client4life
  50. 50. Remember: SEO is promotion
  51. 51. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 51 “A popular topic in search will often lead to social success. ”
  52. 52. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 52 82Avg. Higher Social Shares content w/o KOB content w/KOB
  53. 53. Case study Peanut butter smoothies
  54. 54. Case study Peanut butter smoothies Again, not “viral”
  55. 55. Case study Peanut butter smoothies #client4life - 1,300 Different Keywords bringing traffic - 100 Keywords in the top 10 - 1,100 visits a day
  56. 56. But Chris, recipes are easy
  57. 57. Just slap “Paleo” on it and it will work
  58. 58. so let’s talk B2B
  59. 59. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 59 https://www.qubole.com/resources/solution/big-data-vendors-comparison/
  60. 60. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 60
  61. 61. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 61 4.5% Conversion Rate Tripled 4.5%Conversion Rate for Buyers Guide
  62. 62. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 62 4.5% Conversion Rate Tripled 3XOrganic Leads to the the Site
  63. 63. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 63 “Applying KOB to your content inspiration is like jumping in front of a train of traffic ”
  64. 64. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 64 Rules to live by
  65. 65. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 65 “Make the best result for that SERP.” https://moz.com/blog/how-to-create-10x-content-whiteboard-friday
  66. 66. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 66 “RankBrain is part of Google’s overall search “algorithm,” a computer program that’s used to sort through the billions of pages it knows about and find the ones deemed most relevant for particular queries.” http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
  67. 67. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 67 The best images The best layout The best copy The best mobile The most informative
  68. 68. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 68 Longest?
  69. 69. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 69 <Insert size matters joke/>
  70. 70. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 70 Long Form Content Outperforms short content across the board. more shares more citations better rankings Moz + Buzzsumo Study https://moz.com/blog/content-shares- and-links-insights-from-analyzing-1- million-articles
  71. 71. Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated. 85% 71 85% of content published (excluding videos and quizzes) is less than 1,000 words long. However, long form content of over 1,000 words consistently receives more shares and links than shorter form content. Either people ignore the data or it is simply too hard for them to write quality long form content.
  72. 72. Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated. 85% 72 85% of content published (excluding videos and quizzes) is less than 1,000 words long. However, long form content of over 1,000 words consistently receives more shares and links than shorter form content. Either people ignore the data or it is simply too hard for them to write quality long form content. Over 1,000 words
  73. 73. Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated. 73 - 90 days old - 93 Keywords in the top 20 - 6:24 avg. “time on site” https://www.smartling.com/market-penetration/
  74. 74. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 74 The best images The best layout The best copy The best mobile The most informative
  75. 75. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 75 Longest?
  76. 76. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 76 We took the highest word count ranking in the top 10 and added 1,500 words
  77. 77. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 77 4,870 words
  78. 78. Side note: You should always be mobile friendly, but make sure you “scan” well.
  79. 79. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 79
  80. 80. here is the point
  81. 81. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 81 This isn’t, grabbing a quick list of words and saying to the writer/editor, “work em in.”
  82. 82. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 82 Use Hero Image Slide for full screen photos Notice: There should be no footer This is getting into the weeds
  83. 83. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 83 This is the inspiration
  84. 84. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 84 This is cooking with every ingredient
  85. 85. because we want this
  86. 86. and this
  87. 87. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated. 87 Chris Bennett CEO/Founder /97thfloor @chrisbennett /97thfloor
  88. 88. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.

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