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Marriage of Content + SEO: Tips for Keeping the Relationship Strong

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When content and SEO fell in love, it was a match made in marketing heaven. But as any long-term relationship can attest, it can be challenging to keep things fresh, relevant and interesting.

Merove Heifetz, Director of SEO & Strategy at Acceleration Partners and Brittni Kinney, Client Engagement Specialist at Influence & Co., will discuss some external factors impacting this relationship (and potentially leading it astray) and share ideas for how digital marketers can help ensure a union that’s successful and in sync for years to come.

In this webinar you will learn:
- Tips for reinvigorating your content so that it attracts and engages your audience
- Hot SEO techniques marketers are leveraging to share their content and make it irresistible to search engines
- Things to avoid in your SEO + content relationship so that it doesn’t turn toxic

Published in: Marketing
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Marriage of Content + SEO: Tips for Keeping the Relationship Strong

  1. 1. @accelerationpar @influenceandco #SEOLuvsContent MARRIAGE OF CONTENT + SEO: TIPS FOR KEEPING THE RELATIONSHIP STRONG +
  2. 2. @accelerationpar @influenceandco #SEOLuvsContent 2 MEROVE HEIFETZ Director, SEO & Digital Strategy Acceleration Partners merove@accelerationpartners.co m @merove www.accelerationpartners.com BRITTNI KINNEY Client Engagement Specialist Influence & Co bkinney@influenceandco.com @bkblackandgold www.influenceandco.com INTRODUCTIONS
  3. 3. @accelerationpar @influenceandco #SEOLuvsContent 3 TODAY’S AGENDA
  4. 4. @accelerationpar @influenceandco #SEOLuvsContent 4 A HEALTHY FOUNDATION
  5. 5. @accelerationpar @influenceandco #SEOLuvsContent WHAT IS CONTENT MARKETING? 5
  6. 6. @accelerationpar @influenceandco #SEOLuvsContent WHAT IS SEO? 6 image
  7. 7. @accelerationpar @influenceandco #SEOLuvsContent 7 THE STATE OF THE UNION: CONTENT + SEO
  8. 8. @accelerationpar @influenceandco #SEOLuvsContent WHY CONTENT? 8 • People are getting smarter. • Google is getting smarter. • Technology forces transparency. • It’s easy to reach your niche.
  9. 9. @accelerationpar @influenceandco #SEOLuvsContent CONSIDER THESE STATS 9
  10. 10. @accelerationpar @influenceandco #SEOLuvsContent CONSIDER THESE STATS 10 Source: (CMI)
  11. 11. @accelerationpar @influenceandco #SEOLuvsContent THE IMPORTANCE OF BEING FOUND 11 Organic Search: 19.8% Social Media: 4.5% Direct Traffic: 22.5% Other Campaigns: 7.2% Offline: 35.1% Referrals: 10.8%
  12. 12. @accelerationpar @influenceandco #SEOLuvsContent THE MARRIAGE: CHALLENGES + OPPORTUNITIES
  13. 13. @accelerationpar @influenceandco #SEOLuvsContent CONTENT & SEO CHALLENGES 13
  14. 14. @accelerationpar @influenceandco #SEOLuvsContent SO WHAT’S THE GOOD NEWS? 14 A good content marketer is actually also great at SEO! Will look for an image
  15. 15. @accelerationpar @influenceandco #SEOLuvsContent CONTENT MARKETING AND SEO = MATCH MADE IN HEAVEN 15 • Both involve writing content that is helpful and informative for the reader. • Includes keywords that readers are searching for. • Strings their content together via links. Links are essential for SEO. • Without quality content, gaining quality external links will be difficult to build, and organic search visibility will also be limited.
  16. 16. @accelerationpar @influenceandco #SEOLuvsContent ESSENTIAL ELEMENTS TO YOUR CONTENT STRATEGY
  17. 17. @accelerationpar @influenceandco #SEOLuvsContent WRITE FOR HUMANS 17 Google cares way more about whether or not content is RELEVANT and HELPFUL for your audience than if it’s stuffed full of keywords. Keyword stuffing can backfire.
  18. 18. @accelerationpar @influenceandco #SEOLuvsContent “ CREATE 10X CONTENT How can I create something 10 times better than what any of these folks are currently doing?That's how we stand out.” RAND FISHKIN, FOUNDER OF MOZ 18
  19. 19. @accelerationpar @influenceandco #SEOLuvsContent CREATE 10X CONTENT 19
  20. 20. @accelerationpar @influenceandco #SEOLuvsContent DIVERSIFY YOUR STRATEGY WITH DIFFERENT TYPES OF CONTENT 20 LISTICLES LONG-FORM VIDEO HOW-TO’S REVIEWS
  21. 21. @accelerationpar @influenceandco #SEOLuvsContent WHAT SEARCH ENGINES LOVE
  22. 22. @accelerationpar @influenceandco #SEOLuvsContent 22 CRITICAL ELEMENTS THAT IMPACT ORGANIC SEARCH VISIBILITY 1. Helpful & Fresh Content 2. External Links 3. A Great User Experience
  23. 23. @accelerationpar @influenceandco #SEOLuvsContent 23 WHAT SEARCH ENGINES LOVE: FRESH CONTENT
  24. 24. @accelerationpar @influenceandco #SEOLuvsContent WHAT SEARCH ENGINES LOVE: EXTERNAL LINKS 24
  25. 25. @accelerationpar @influenceandco #SEOLuvsContent WHAT SEARCH ENGINES LOVE: “WHITE-HAT” LINK BUILDING TECHNIQUES 25 1. Create fresh, customer-focused content 2. Quality over quantity 3. Relevance 4. Anchor text 5. Offer value in exchange
  26. 26. @accelerationpar @influenceandco #SEOLuvsContent ENGAGED USERS = GREAT CONTENT & GREAT UX WHAT SEARCH ENGINES LOVE: ENGAGEMENTS 38
  27. 27. @accelerationpar @influenceandco #SEOLuvsContent TIPS FOR GREAT ENGAGEMENT / UX WHAT SEARCH ENGINES LOVE: ENGAGEMENTS 38 LANDING PAGES FAST SITE SPEED ABOVE THE “FOLD” CALLS TO ACTION (CTAS) SHOP NOW!
  28. 28. @accelerationpar @influenceandco #SEOLuvsContent CONTENT + SEO: MARRIAGE ADVICE
  29. 29. @accelerationpar @influenceandco #SEOLuvsContent 29 • Picking the perfect topic • Optimizing content ADVICE
  30. 30. @accelerationpar @influenceandco #SEOLuvsContent 30 PICKING THE PERFECT MATE (…OR TOPICS)
  31. 31. @accelerationpar @influenceandco #SEOLuvsContent 31 *comScore 1. Google’s and Amazon’s Suggested Results 2. Keyword Research Tools TOOLS TO PICK THE PERFECT TOPIC
  32. 32. @accelerationpar @influenceandco #SEOLuvsContent 32 TOOLS: GOOGLE’S & AMAZON’S SUGGESTED RESULTS
  33. 33. @accelerationpar @influenceandco #SEOLuvsContent TOOLS: GOOGLE KEYWORD PLANNER 33
  34. 34. @accelerationpar @influenceandco #SEOLuvsContent 34 TOOLS: SEMRUSH.COM
  35. 35. @accelerationpar @influenceandco #SEOLuvsContent 35 TOOLS: BRIGHTEDGE’S DATA CUBE
  36. 36. @accelerationpar @influenceandco #SEOLuvsContent 36 TOOLS: MOZ KEYWORD EXPLORER
  37. 37. @accelerationpar @influenceandco #SEOLuvsContent OPTIMIZING CONTENT: ON-PAGE SEO 37 BRAND LOYALTYAUDIENCE QUALITY CONTENT INTERNAL LINKS
  38. 38. @accelerationpar @influenceandco #SEOLuvsContent OPTIMIZING CONTENT: OFF-PAGE SEO 38 SOCIAL MEDIA EXTERNAL LINKS
  39. 39. @accelerationpar @influenceandco #SEOLuvsContent OPTIMIZING CONTENT: GOOGLE’S QUICK ANSWERS 39 *source: https://searchenginewatch.com/2016/07/05/the-abc-of-google-quick-answers/
  40. 40. @accelerationpar @influenceandco #SEOLuvsContent OPTIMIZING CONTENT: HOW TO RANK FOR GOOGLE QUICK ANSWERS 40 • Create quality, well-structured “how-to” content • Leverage and add Q&As to existing high-quality organic landing pages • Implement SEO best practices to rank higher
  41. 41. @accelerationpar @influenceandco #SEOLuvsContent • “Publish and Pray” doesn’t work • Utilize owned, earned, and paid media to bring traffic back to your site • Anything you can do to bring more quality eyeballs to your site will benefit your both your content marketing & SEO strategies A NOTE ON DISTRIBUTION 38
  42. 42. @accelerationpar @influenceandco #SEOLuvsContent HOW TO AVOID COUPLES COUNSELING
  43. 43. @accelerationpar @influenceandco #SEOLuvsContent PUT THE USER FIRST 43
  44. 44. @accelerationpar @influenceandco #SEOLuvsContent AVOID KEYWORD STUFFING 44
  45. 45. @accelerationpar @influenceandco #SEOLuvsContent AVOID BLACK-HAT TACTICS 45
  46. 46. @accelerationpar @influenceandco #SEOLuvsContent DO NOT PAY FOR LINKS 46 • Buying or selling links that pass PageRank or “link juice.” • This does not include paid ads like Google AdWords, content syndication through tools like OutBrain or affiliate marketing links.
  47. 47. @accelerationpar @influenceandco #SEOLuvsContent METRICS OF SUCCESS
  48. 48. @accelerationpar @influenceandco #SEOLuvsContent HOW TO GET TO THE GOLDEN ANNIVERSARY 38
  49. 49. @accelerationpar @influenceandco #SEOLuvsContent TYPES OF KPI’S THAT CAN HELP TRACK CONTENT PERFORMANCE: 49 • Reach • Engagement • Sentiment • Conversions • Qualitative metrics
  50. 50. @accelerationpar @influenceandco #SEOLuvsContent Boston 617.963.0839 New York 646.664.1036 San Francisco 415.523.0398 Chicago 312.973.3864 QUESTIONS? MEROVE HEIFETZ Director, SEO & Digital Strategy Acceleration Partners merove@accelerationpartners.com 50 BRITTNI KINNEY Client Engagement Specialist, Influence & Co. bkinney@influenceandco.com
  51. 51. @accelerationpar @influenceandco #SEOLuvsContent Boston 617.963.0839 New York 646.664.1036 San Francisco 415.523.0398 Chicago 312.973.3864 THANKYOU! 51 Visit the Influence & Co andAcceleration Partners blogs for more tips on Content Marketing, SEO, User Experience, Site Strategy, Paid Marketing & Affiliate Marketing: https://blog.influenceandco.com/ http://www.accelerationpartners.com/blog/

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