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#C2C16
SEO	for	Content	Marketers
@LeeOddenCEO	
TopRankMarketing.com
Download	this	presentation:
http://tprk.us/contentseo16
#C2C16@leeodden
What	Most	Content	Marketers	Do	with	SEO
Image:	Shutterstock
Tech	SEO
Audit.	Maybe.
Implement	
10-20%.
Make...
Doing	SEO	like	
it’s	2010!
The	Only	Thing	Worse	Than	Old	SEO
Is	ALL	SEO
@leeodden
#C2C16@leeodden
Image:	Shutterstock
#C2C16@leeodden
#C2C16@leeodden
“SEO	is	a	foundational	element	
of	digital	marketing.”	
Organizations	should	focus	on	how	all	of	
their	ma...
#C2C16@leeodden
“As	long	as	there	is	a	Google,	
SEO	will	be	a	staple	in	the	
digital	marketing	mix.”	
The	difference	is	ho...
#C2C16@leeodden
Customers	Can	Find	Information	Anywhere
Image:	Shutterstock
50 BILLION
2020
Internet	Connected	Devices
Sou...
#C2C16@leeodden
Self	Directed	Buyers:	Looking	for	Content
of	the	B2B	buyer’s	
journey	is	complete	
before	a	buyer	ever	
re...
#C2C16@leeodden
#C2C16@leeodden
Source:	Lori	Wizdo,	Forrester	- Myth	Busting	101:	Insights	IntoThe B2B	Buyer	Journey
Search
Search
Search
...
#C2C16@leeodden
Become	“The	Best	Answer”	
Where	Buyers	Are	Looking
Image:	Shutterstock
#C2C16@leeodden
B2B	Buyer	Journey	and	Search
In	Person:	Event
SmartPhone:	View	Twitter,	
LinkedIn
Search	Company:	Visit	we...
#C2C16@leeodden
Content:	The	More	the	Better!
Image:	Shutterstock
Right???
#C2C16@leeodden
Content	Marketing	Tactics
§ Advertorial	
§ Blogging	
§ Case	Studies
§ Crowdsource	
§ Curate	
§ Digital	New...
#C2C16@leeodden
BUT…	Are	they	Integrated?
#C2C16@leeodden
Are	They	Optimized?
Social	Media
Case	Studies
Blogs
eNewsletters
In	Person	Events
Website	Articles
Videos
...
#C2C16@leeodden
Is	What’s	Good	for	Google,	Good	for	Search	
Engine	Users?
Source:	Studio5	Innovation
#C2C16@leeodden
Panda	– Google	Defines	Content	Quality
§ Would	you	trust	the	information	presented	in	this	article?
§ Is	t...
#C2C16@leeodden
Understand	search	queries	as	natural	language
“Pizza	restaurants	Chicago”
vs.
“What	is	the	best	place	to	f...
#C2C16@leeodden
RankBrain – Goodbye	Algorithm
#C2C16@leeodden
Think: What	Questions	Do	Your	Customers	Need	
Answered	In	What	Channels	In	Order	to	Buy?	
awareness intere...
#C2C16@leeoddenPhotos:	Shutterstock
Discover
Consume $$$
Act
Content	&	SEO	Based	on	Buyers
#C2C16@leeodden
Your Brand
Story / USP
USP
USP
USP USP
USP
USP
SEO/SEM
Social Networks
Content Marketing Industry Media
& ...
Buying	
Cycle
Keywords Social Topics Content	Type
Awareness broad trends blog,	webinar,	social
Interest category investiga...
#C2C16@leeodden
Top	Page	Quality	Factors	
§ Leverage	keywords/topics	in	titles	to	inspire	clicks)
§ Include	page	features	...
#C2C16@leeodden
Mobile	SEO	is	a	MUST
Test	Your	Site:
https://goo.gl/vSXl5S
• Create	a	GA	custom	dashboard	for	mobile
• Use...
#C2C16@leeodden
Topic	Research
• Customer	Research
• Contact	Forms
• Internal	Search	Queries
• Web	Analytics
• Google	Sear...
#C2C16@leeodden
Questions	Research:	Huballin
h/t	paddy	moogan
#C2C16@leeodden
Download	XLS	at:		http://tprk.us/keyedcal
Keyword	and	Topic	Management
#C2C16@leeodden
Map	Keywords	to	Content	&	Buyer	Stage
Download	XLS	at:		http://tprk.us/keyedcal
Topical	Focus
Author	Rel
Keywords
Social	Topics
Targeted	Topics
Category
Keywords
Keywords
Keywords
Category
Keywords
Keyw...
#C2C16@leeodden
Feed	the	Buyer’s	Need	for	Answers
h/t	searchmetrics
Text
Images
Video
Interactive
Questions
Problems
Pain	...
#C2C16@leeodden
Social	Research	for	Links	- BuzzSumo
• Export	to	CSV
• Sort	by	domain	for	gross	shares
• Filter	by	author
...
#C2C16@leeodden
§ Google	Search	Console	/	Bing	Webmaster	Tools	– Site	analysis
§ searchmetrics – comprehensive	SEO	suite
§...
Content
Planning
Audits
Program
Implementation
Attraction &
Promotion
Performance
Optimization
TopRankMarketing.com
Custom...
#C2C16@leeodden
B2B	Content	SEO	Skills
The	Digital	Marketing	Rule	Book.	Change	or	Perish.
kaushik.net/avinash/2015-digital...
Adapting	to	SEO	Can	Seem	Scary
We	Can	
Do	This!
#C2C16@leeodden
Takeaways
Customer	Centric:	From	customer	journey	to	optimizing	for	
experiences,	customers	FTW.1
2
3
Inte...
#C2C16@leeodden
Thank	You!
Lee	Odden	
CEO,	TopRank	Marketing
lee@toprankmarketing.com	
toprankmarketing.com
toprankblog.co...
#C2C16
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SEO for Content Marketers

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From the B2B Content2Conversion Conference, with:

Lee Odden, CEO, TopRank Online Marketing

Published in: Business
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SEO for Content Marketers

  1. 1. #C2C16 SEO for Content Marketers @LeeOddenCEO TopRankMarketing.com
  2. 2. Download this presentation: http://tprk.us/contentseo16
  3. 3. #C2C16@leeodden What Most Content Marketers Do with SEO Image: Shutterstock Tech SEO Audit. Maybe. Implement 10-20%. Make a List of Keywords Use Keywords: titles, copy, links Share on social & wish for links! Review ranking reports & Web Analytics monthly
  4. 4. Doing SEO like it’s 2010!
  5. 5. The Only Thing Worse Than Old SEO Is ALL SEO @leeodden
  6. 6. #C2C16@leeodden Image: Shutterstock
  7. 7. #C2C16@leeodden
  8. 8. #C2C16@leeodden “SEO is a foundational element of digital marketing.” Organizations should focus on how all of their marketing elements integrate, resulting in an omni-channel strategy that focuses on a net objective but allowing for customization to customer. Alison Herzog @alisonjherzog Director, Global Social Business & Digital Strategy Dell Source: Poll conducted by Lee Odden
  9. 9. #C2C16@leeodden “As long as there is a Google, SEO will be a staple in the digital marketing mix.” The difference is how we use it. We must focus on creating the right content, for the right audience, at the right stage of the buying cycle with qualified leads being the number one goal. Barbara Feinberg @bbfeinberg Senior Product Marketing Manager, Digital Marketing McKesson Source: Poll conducted by Lee Odden
  10. 10. #C2C16@leeodden Customers Can Find Information Anywhere Image: Shutterstock 50 BILLION 2020 Internet Connected Devices Source: Ericsson
  11. 11. #C2C16@leeodden Self Directed Buyers: Looking for Content of the B2B buyer’s journey is complete before a buyer ever reaches out to sales. 70%Source: Pardot
  12. 12. #C2C16@leeodden
  13. 13. #C2C16@leeodden Source: Lori Wizdo, Forrester - Myth Busting 101: Insights IntoThe B2B Buyer Journey Search Search Search Search
  14. 14. #C2C16@leeodden Become “The Best Answer” Where Buyers Are Looking Image: Shutterstock
  15. 15. #C2C16@leeodden B2B Buyer Journey and Search In Person: Event SmartPhone: View Twitter, LinkedIn Search Company: Visit website Connect on LinkedIn Subscribe to Newsletter Receives follow up Search the person Search the company Search the solutions topic Download guide via Newsletter CTA Search solutions topic Search competitors See ads Receive nurture communications Contacts company Trial, Demo Evaluate Options Search for Reviews Search the company Search solutions topic Purchase
  16. 16. #C2C16@leeodden Content: The More the Better! Image: Shutterstock Right???
  17. 17. #C2C16@leeodden Content Marketing Tactics § Advertorial § Blogging § Case Studies § Crowdsource § Curate § Digital Newsletters § eBooks § Email § Interactive Games § Images & Infographics § Interactive Tools § Microsites § Mobile Applications § Mobile Content • News Release • Online Magazines & Apps • Podcasts • Print Magazines • Print Newsletters • Real-World Events • Research & Surveys • Social Content • Teleclass & Telecasts • Traditional Media • Videos • Virtual Conferences • Webinars • Wikis • White Papers Image Source: Shutterstock http://tprk.us/30cmtactics
  18. 18. #C2C16@leeodden BUT… Are they Integrated?
  19. 19. #C2C16@leeodden Are They Optimized? Social Media Case Studies Blogs eNewsletters In Person Events Website Articles Videos Ilustrations/Photos White Papers Infographics
  20. 20. #C2C16@leeodden Is What’s Good for Google, Good for Search Engine Users?
  21. 21. Source: Studio5 Innovation
  22. 22. #C2C16@leeodden Panda – Google Defines Content Quality § Would you trust the information presented in this article? § Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? § Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? § Would you be comfortable giving your credit card information to this site? § Does this article have spelling, stylistic, or factual errors? § Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? § Does the article provide original content or information, original reporting, original research, or original analysis? § Does the page provide substantial value when compared to other pages in search results? § How much quality control is done on content? § Does the article describe both sides of a story? § Is the site a recognized authority on its topic? § Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don't get as much attention or care? § Was the article edited well, or does it appear sloppy or hastily produced? § For a health related query, would you trust information from this site? § Would you recognize this site as an authoritative source when mentioned by name? § Does this article provide a complete or comprehensive description of the topic? § Does this article contain insightful analysis or interesting information that is beyond obvious? § Is this the sort of page you'd want to bookmark, share with a friend, or recommend? § Does this article have an excessive amount of ads that distract from or interfere with the main content? § Would you expect to see this article in a printed magazine, encyclopedia or book? § Are the articles short, unsubstantial, or otherwise lacking in helpful specifics? § Are the pages produced with great care and attention to detail vs. less attention to detail? § Would users complain when they see pages from this site?
  23. 23. #C2C16@leeodden Understand search queries as natural language “Pizza restaurants Chicago” vs. “What is the best place to find and eat Chicago deep dish style pizza?” Hummingbird – Algorithm Overhaul SEO Solution? Create content that answers users queries rather than just trying to rank for a particular keywords.
  24. 24. #C2C16@leeodden RankBrain – Goodbye Algorithm
  25. 25. #C2C16@leeodden Think: What Questions Do Your Customers Need Answered In What Channels In Order to Buy? awareness interest consideration purchase advocacy Image: Shutterstock
  26. 26. #C2C16@leeoddenPhotos: Shutterstock Discover Consume $$$ Act Content & SEO Based on Buyers
  27. 27. #C2C16@leeodden Your Brand Story / USP USP USP USP USP USP USP SEO/SEM Social Networks Content Marketing Industry Media & News AdvertisingCreate Consistent Topic Credibility Wherever Your Customers Are Influencers Image: Shutterstock
  28. 28. Buying Cycle Keywords Social Topics Content Type Awareness broad trends blog, webinar, social Interest category investigative video, whitepaper Consideration comparison demos feature comparison, reviews, case study Purchase transactional referrals buyer guide Retention tips best practices FAQ, how to, support Advocacy supporting participation buyer community Buyer – “Stan” • Pain Points • Goals • Interests • Triggers to Buy Balance Topic Demand/Relevance with Buyer Stage to Inform Content Topics Buyer Insights > Keyword & Topic Research > Content Creation & Optimization
  29. 29. #C2C16@leeodden Top Page Quality Factors § Leverage keywords/topics in titles to inspire clicks) § Include page features that increase engagement (interactive, visual) § Provide comprehensive content on specific topics – be the best answer! § Cover related topics as well § Engage your networks for social sharing – influencers! § Optimize for Google AND people Image: Shutterstock
  30. 30. #C2C16@leeodden Mobile SEO is a MUST Test Your Site: https://goo.gl/vSXl5S • Create a GA custom dashboard for mobile • Use mobile filter in Google Keyword tool • Review mobile search traffic in GA • Make sure your mobile pages load FAST • Avoid interstitials – pop-ups on mobile • Make sure all content plays on mobile • Make sure redirects work in mobile B2B Mobile SEO Tips: http://tprk.us/mobileb2bdg
  31. 31. #C2C16@leeodden Topic Research • Customer Research • Contact Forms • Internal Search Queries • Web Analytics • Google Search Console • Google Trends • Competitive: SEMRush h/t paddy moogan
  32. 32. #C2C16@leeodden Questions Research: Huballin h/t paddy moogan
  33. 33. #C2C16@leeodden Download XLS at: http://tprk.us/keyedcal Keyword and Topic Management
  34. 34. #C2C16@leeodden Map Keywords to Content & Buyer Stage Download XLS at: http://tprk.us/keyedcal
  35. 35. Topical Focus Author Rel Keywords Social Topics Targeted Topics Category Keywords Keywords Keywords Category Keywords Keywords Keywords Keywords Blogs Tech SEO Audit Analytics Monitoring Conversions
  36. 36. #C2C16@leeodden Feed the Buyer’s Need for Answers h/t searchmetrics Text Images Video Interactive Questions Problems Pain Points
  37. 37. #C2C16@leeodden Social Research for Links - BuzzSumo • Export to CSV • Sort by domain for gross shares • Filter by author • Pitch articles!
  38. 38. #C2C16@leeodden § Google Search Console / Bing Webmaster Tools – Site analysis § searchmetrics – comprehensive SEO suite § Google Keyword Planner / Bing Keyword Research Tool – Research topics § Ubersuggest / keywordtool.io – Autocomplete keyword research § Google Analytics – Measure & optimize performance § SEMRush – Competitor keywords & PPC ads, links, SEO suggestions § Screaming Frog SEO Spider – Site crawler, internal links § BuzzSumo – Social search engine for content ideation, authors, link research § Majestic SEO – Advanced link research & monitoring § RavenTools / Moz – All in on SEO program management for SMBs SEO Tools
  39. 39. Content Planning Audits Program Implementation Attraction & Promotion Performance Optimization TopRankMarketing.com Customer Segments Inform Personas Map Topics/Keywords to Buying Cycle Influencer Research & Mapping Optimized Content Plan (New): Site, Blog, Social Profiles & Networks Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides) Content Amplification Social Profile Alignment: Messaging, Keywords Social Media Influencer Outreach Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr Blog Optimization: Search, Social Shares Social Network Engagement Social Channel Promotions SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links Keyword Audit, Difficulty & Glossary Content & Digital Assets Audit Tech SEO Audit External Link Audit Social Media Audit Competitive Audit Internal and External Influencer Advocates Keyword Mapping to Content Content Creation, Influencer Co-Creation, Curation, Repurposing Content Optimization WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links External Link Signal: Acquisition, Reclamation, Disavowal Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs Identify program objectives Research market, competition, current situation Develop integrated strategy Research audience goals Define target audience segments Research topics, keywords, messaging themes Research & Strategy
  40. 40. #C2C16@leeodden B2B Content SEO Skills The Digital Marketing Rule Book. Change or Perish. kaushik.net/avinash/2015-digital-marketing-rule-book/ Avinash Kaushik @avinash Digital Marketing Evangelist Google “You can no longer be good at just one thing, or two. It is a 10-thing world now.”
  41. 41. Adapting to SEO Can Seem Scary
  42. 42. We Can Do This!
  43. 43. #C2C16@leeodden Takeaways Customer Centric: From customer journey to optimizing for experiences, customers FTW.1 2 3 Integrate & Optimize: Be the best answer across channels, devices and media. In-Depth & Relevant: Go deep on topics and optimize both content and user experience.
  44. 44. #C2C16@leeodden Thank You! Lee Odden CEO, TopRank Marketing lee@toprankmarketing.com toprankmarketing.com toprankblog.com All NEW Download: http://tprk.us/superseo16
  45. 45. #C2C16

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