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SEO for Content Marketing


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Andrea Stark of IMS Expert Services presents on using SEO in your content marketing strategy for the #GulfCoastHUG, a HubSpot User Group in Pensacola, Florida.

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SEO for Content Marketing

  1. 1. Content Marketing For Andrea Stark
  2. 2. 1 SEO Basics and Terminology 2 Meta Information & URL’s 3 Image Optimization 4 On-Page SEO Keywords Latent Semantic Indexing Page Segmentation Schema Markup 5 Other Tips Robots.txt Sitemaps 404 Pages URL Shorteners
  3. 3. 1 SEO Basics and Terminology
  4. 4. Users click on your content and see your landing page Users see the SERP Users enter a search query Content is crawled by Google, then indexed and cached How will users find your web content? You Add Content to Website
  5. 5. . Algorithm A process or set of rules to be followed in calculations or other problem-solving operations, esp. by a computer. White Hat vs. Black Hat SEO White hats are those website designers that "play nice" and try to follow all of the search engine guidelines to optimize their site. Black hats are where website designers use backdoors, cloaking, and other tricks to optimize sites.
  6. 6. What types of information are users searching for?
  7. 7. Informational Knowledge Graph giving the user the definition of a metaphor
  8. 8. Transactional Sponsored ads to buy red shoes
  9. 9. Navigational Direct URL to Blue Wahoos Website
  10. 10. 2 Meta Information & URL’s
  11. 11. <!doctype html> <html > <head id="head"><title> IMS ExpertServices: Expert Witness Search </title> <meta name="description" content="IMS ExpertServices delivers experts who position you for the win. 877-838-8464" /> <meta charset="UTF-8" /> <meta name="keywords" content="IMS ExpertServices, IMS Expert Services, expert, IMS, experts, expert witness, expert search, subject matter experts, leading experts, subject matter authorities, complex technologies, litigation consultant" /> Meta Information
  12. 12. Easy to Read V. ktop-1&pf_rd_r=0P8V4JV69NWM0WYHS2H2&pf_rd_t=36701&pf_rd_p=2437869742&pf_rd_i=desktop URL Structure Shorter Paths V. What a mess! Removing the blog year and month shortens the URL and makes the content seem more timely.
  13. 13. Avoid Duplicate Content <link rel="canonical" href="" /> URL Structure Spaces V. Spaces turn into “%20” in URL’s and are unsightly for users Add this code to the duplicate page, so web crawlers know which is the original
  14. 14. 3 Image Optimization
  15. 15. Image File Names <img src="smiley.gif" alt="Smiley face"> Alt Attribute When naming image files, use keywords that explain what the image is. Image Optimization Alt Text
  16. 16. 4 On Page SEO
  17. 17. Search Engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. Keyword Stuffing  Users Can Read This  White is a color that is seen everywhere. It is different from other colors in that it is lighter than most, and reflects all colors in the spectrum. It comes in many different shades including eggshell, pearl, ivory, and porcelain. Keywords
  18. 18. Search Term: Bears What would you expect to see? Latent Semantic Indexing The Animal The Sports Team
  19. 19. Page Segmentation & Semantic Distance
  20. 20. A Schema markup provides a way to semantically structure portions of your text in away that defines the relationship between terms. Schema Markup Uses Schema Markup Not Using Schema Markup
  21. 21. <div itemscope itemtype=””> <h1 itemprop=”name”>Titanic</h1> <div itemprop=”director” itemscope itemtype=””> Director: <span itemprop=”name”>James Cameron</span> (born <time itemprop=”birthDate” datetime=”1954-08-16”>August 16, 1954</time>) </div> <span itemprop=”ratingValue”>7.9</span> </div> Schema Markup
  22. 22. 5 Other Tips
  23. 23. Robots.txt A robots.txt page allows webmasters to give web crawlers instructions on how to crawl websites. Sample Code: User-agent: * Disallow: */?page=1
  24. 24. Sitemaps URL How frequently the page content changes Priority - indicates how frequently you want the page crawled
  25. 25. 404 Pages Every website should have a 404 page
  26. 26. 404 Pages The Bad Generic 404 Page Blames the user for typing the URL incorrectly
  27. 27. 404 Pages The Good Matches the tone of your brand. Add your merchandise or a link to your services Provides options for the user to find what they are looking for Humorous – matches the brand and voice of the company
  28. 28. URL Shorteners “URL shorteners have absolutely no negative effect on SEO provided the shortener in question is working as expected and it uses a 301 permanent redirect.” Matt Cutts
  29. 29. Recap 1 SEO Basics and Terminology 2 Meta Information & URL’s 3 Image Optimization 4 On-Page SEO Keywords Latent Semantic Indexing Page Segmentation Schema Markup 5 Other Tips Robots.txt Sitemaps 404 Pages URL Shorteners