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The Intersection SEO and Content marketing

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HUG Atlanta had the honor of learning from HubSpot's Al Biedrzycki about the intersection of content marketing and SEO and how to use both to improve our inbound marketing efforts. Check out his slides here.

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The Intersection SEO and Content marketing

  1. 1. Al Biedrzycki Senior Marketing Manager HubSpot @albiedrzycki
  2. 2. 1 SEO in 2004 2 Content & SEO 3 How Google Returns SERPs 4 Off-Page SEO 5 Technical SEO 6 Avoiding Penalties 7 Wrap-up and Questions AGENDA
  3. 3. SEO IN 20041
  4. 4. What We Used to Do
  5. 5. The Result...
  6. 6. SEO: circa 2004
  7. 7. SEO today (2016!)
  8. 8. Oh, and it’s always changing
  9. 9. So, What is SEO? Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results. Anything that humans or technology do to influence those results is considered the practice of SEO.
  10. 10. CONTENT & SEO2
  11. 11. Your Content Has to be Good Criteria for good content: 1. One-of-a-Kind: Doesn’t appear anywhere else on the web. 2. Relevant: Contains content that engines can interpret as on-the-topic. 3. Helpful: Solves the searcher’s query in a useful, efficient manner. 4. Uniquely Valuable: Provides information that’s unavailable (or hard to get) elsewhere. 5. Great UX: Is pleasurable to consume on any device.
  12. 12. Your Content Has to Be Human
  13. 13. Your Content Has to Leverage Keywords Keyword research is still very important. Researching the competition around ranking difficulty will still be the first step. Research around topics/themes rather than direct keyword matching-- not just the main keyword, but the related keywords. Use related keywords as “cast members”
  14. 14. Your Content Has to Be Helpful When creating content, answer as many questions as possible. Google is trying to figure out what your intent is, and answering questions helps Google associate your content to queries. Use natural language and variations, or “semantic keyword research
  15. 15. Your Content Has to Be Structured 1. Structure your content. Use headers, paragraphs, lists, tables, etc. 2. Most important content goes in Header/Main Body tags. 3. Sidebars and footers are weighted less. 4. Cite sources (if necessary) just like you would in a college paper
  16. 16. Social Media Can Gauge Intent Sites such as Facebook and Twitter provide search engines with important clues about which web pages people are talking about, or have shared with each other. Tip: Use social channels to drive the dialogue!
  17. 17. Personalized Search Plays a Role Search engines have been able to use a logged in user’s Social Network usage, and their previous searches, to determine what is more importantly to them personally. Data can be pulled from: Location, device, search history, email and calendar, Google+, browser history and bookmarks
  18. 18. HOW GOOGLE RETURNS SERPs3
  19. 19. How Google Presents Data What types of search results does Google returns for a specific query? 1. News 2. Images 3. Local Businesses 4. Rated Results (e.g. stars) 5. Products 6. Videos 7. One-box / answer results
  20. 20. How Google Categorizes Queries
  21. 21. How Google Judges Queries Rating Scale Description Vital Essential to the search query Useful A page that is very helpful Relevant A page that is helpful for many or some Slightly Relevant A page that is helpful, but not entirely relevant Off-Topic or useless A page that is helpful for very few users Unrateable A page that cannot be evaluated for a specific query
  22. 22. Loyalty & Visitor Engagement
  23. 23. OFF-PAGE SEO 4
  24. 24. It’s All About Building Relationships Remember that building links requires an “ask” 1. Social Media 2. Leaving insightful comments on blogs/content 3. A friendly email 4. Advertising “Links are a great side effect of awesome relationships”
  25. 25. Link Building vs. Link Earning Google doesn’t want to count links you can “build” 1. Build relationships that earn 2. Use content to drive editorial links 3. Aim for resource pages and blog rolls, no directories 4. Buy exposure that leads to links Don’t just focus on the “big guys” when link building. They’re overwhelmed with requests and may experience “fatigue”.
  26. 26. Link Earning Tips: Avoid Spam 1. Link quantity is dying (or dead) 2. You could get penalized for spammy or “unnatural” links
  27. 27. Secrets for Link Earning Tools for outreach: ● Conspire ● BuzzSumo Tips for Outreach: ● Keep an organized spreadsheet of all your outreach targets. ● Know when “scale” and “spam” cross paths. ● Use SE operators to help identify if they have a submissions page or notes on if they accept external communications a. Go to Google b. Type in site:www.domain.com “TERM” to see if that language is used on their website.
  28. 28. Link Earning With Link Bait Linkbait is any online activity that has the specific goal of attracting links from other websites. Types: 1. Infographics - (easy to embed & offer source code for others to use/share on social 2. Ego Bait – Designed to be targeted at specific influential individuals (i.e. 18 Startup Founders Share Their Lowest Moments Before Coming Out On Top) 3. How-To Guides / Resource style content 4. Interviews 5. Tools (Calculators, etc)
  29. 29. TECHNICAL SEO 5
  30. 30. Crawling & Indexing It’s important to ensure your website is easily crawlable by creating an XML Sitemap and being wary of barriers: 1. Javascript (it’s fine in HTML, but avoid it in excess) 2. Flash 3. Frames / iFrames 4. Cookies (i.e. “smart” versions of pages aren’t currently indexable)
  31. 31. Know Your Status Codes ● 200 - Everything is a-ok! ● 301 - Permanent redirect. New page is indexed. Link equity is transferred from the old page to the new. ● 302 - Temporarily moved. Not removed from indexing, but link equity is not preserved. ● 404 - The page no longer exists. The page will eventually be dropped from the index. ● 500 - Server error exists and no content is accessible to crawlers or search engines. ● 503 - A “temporarily unavailable” status. Tells crawlers to come back later.
  32. 32. URL Construction Every URL is constructed in four, and optionally, more parts: 1. Protocol - HTTP or HTTPs 2. Subdomain - www or custom 3. Domain - your custom name 4. Top Level Domain (TLD) - .com, .org, etc
  33. 33. URL Optimization URLs should be: 1. Unique 2. As short as possible 3. Keyword focused 4. URLs are best built using a separator between the words in the slug. The types of separators that are acceptable are, in order: a. Hyphen (ie. built-like-this) b. Underscore (ie. built_like_this) c. Plus (ie. built+like+this)
  34. 34. Don’t Forget About Site Speed! It affects ranking and UX
  35. 35. AVOIDING PENALTIES 6
  36. 36. Why Did I Lose My Rank? 1. Manual Action - Someone at Google manually removed you for breaking the rules 2. Algorithm Updates - Panda, Penguin, etc. 3. Data/Index Updates - Your were beaten out by the competition. 4. Filtered out - Copyright claims, excessively similar results, etc.
  37. 37. Once You’ve Cleaned it up...
  38. 38. QUESTIONS?
  39. 39. THANK YOU.

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