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.

1. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
1
The Marriage
Between
Content & SEO
Adobe AEM: Global Search Community
#AEMCommunity

2. Download/View this Deck:
bit.ly/AEM97

3. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
3
or, since we are in San Jose

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. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
5
Chris Bennett
CEO/Founder
/97thfloor
@chrisbennett
/97thfloor

6. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
6

7. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 7
Solutions Partner Agency Partner

8. Content Inspiration:
We’ve Been Doing It All Wrong

9. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
9
We have been thinking
social success

10. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
Equals this

11. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
11
Social count is not indicative
of “Success”

12. This is flawed

13. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 13
Easy to manipulate

14. We are basing our content ideas off
of what our competitors are doing

15. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
15
It is a small piece of the pie

16. “Look they are killing it with XYZ,
so lets make a newer version.”

17. “They did X as an article and look
at those shares! Lets do it as a
guide”

18. Which works, but…

19. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
That’s playing for second

20. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.

21. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
21
If He copied
If he copied competitors

22. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
We would still be here

23. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
23
Instead of here

24. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
But to get there we gotta go back to the 90’s

25. When Keyword Research was
the name of the game

26. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
Because I promise you

27. Adobe AEM Community // @chrisbennettDigital. Marketing. Elevated.
27
100%It is the closest thing to a guarantee you will get

28. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
and they like guarantees

29. So what does this look like?

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. 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. 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. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
33
We grabbed 4,333 around smoothies/recipes

34. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
34
Then apply the formula

35. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
35
Searches x Bid = Benefit
x =
Start with Google
35

36. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
36
Then add in Difficulty
36

37. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
37
=
Bring in Difficulty
37
Benefit ÷ Difficulty = KOB
÷
Difficulty
Tool

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. Make subgroups for each theme

40. and sort by KOB

41. Your research will dictate your ideas

42. Somebody make me
some pumpkin cookies

43. It Works! - by prioritizing KOB

44. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
44
Now that you have the formula

45. Case study
Kale

46. Case study
Kale
It was not “viral”

47. that’s the point

48. Case study
Kale
22k Searches
a month

49. Case study
Kale
- 302 Different Keywords
bringing traffic
- 75 Keywords in the top 10
- 1,300 visits a day
#client4life

50. Remember:
SEO is promotion

51. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
51
“A popular topic in search
will often lead to social
success. ”

52. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 52
82Avg. Higher Social Shares
content w/o KOB content w/KOB

53. Case study
Peanut
butter
smoothies

54. Case study
Peanut
butter
smoothies
Again, not “viral”

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. But Chris, recipes are easy

57. Just slap “Paleo” on it
and it will work

58. so let’s talk B2B

59. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 59
https://www.qubole.com/resources/solution/big-data-vendors-comparison/

60. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 60

61. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 61
4.5% Conversion Rate
Tripled
4.5%Conversion Rate for Buyers Guide

62. The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 62
4.5% Conversion Rate
Tripled
3XOrganic Leads to the the Site

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. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
64
Rules to live by

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. 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. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
67
The best images
The best layout
The best copy
The best mobile
The most informative

68. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
68
Longest?

69. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
69
<Insert size matters joke/>

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. 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. 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. 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. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
74
The best images
The best layout
The best copy
The best mobile
The most informative

75. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
75
Longest?

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. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
77
4,870 words

78. Side note: You should
always be mobile friendly,
but make sure you “scan”
well.

79. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
79

80. here is the point

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. 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. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
83
This is the inspiration

84. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
84
This is cooking with every ingredient

85. because we want this

86. and this

87. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
87
Chris Bennett
CEO/Founder
/97thfloor
@chrisbennett
/97thfloor

88. Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.