Content marketing and optimization/SEO


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How to optimize content for search engines, analyze search volume, define high potential keywords.

By Christian Dougoud |

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Content marketing and optimization/SEO

  1. 1. Content marketing and SEONew Marketing mechanismsBy Christian Dougoudwww.eastwestpr.comFollow us on: Singapore | Beijing
  2. 2. Consumer became exposed to so many ads that they lostinterest and trust in marketing messages. The consequences of classic advertising: Brands Allergy and immunity Brands to Advertising Consumers Brands Ads: TV, DM, radio, web banners Brands Brands Brands Singapore | Beijing
  3. 3. The new situation:•Classic advertising has lost two thirds of it’s impact in 20 years•Consumers don’t trust brands’ messages•Consumers can find any information about any brand or product•90% of purchase decision begins online 2 Singapore | Beijing
  4. 4. The new paradigm: consumers look for content that providesolutions and helps them lead productive jobs and lives. Discussion, forums, Blogs, Microblogging, SNS Articles, whitepapers Manuals, directories Brands Consumers Webinars, vidcasts, tutorials RSS news feed Singapore | Beijing
  5. 5. How to catch the attention of your target group in today’sovercrowded online space? Brands Consumers Singapore | Beijing
  6. 6. Creation of content can help you:•Become a trusted resource for your target group.•Use content to give authority to your website.•Increase traffic and conversions. Singapore | Beijing
  7. 7. 3 conditions to make your content KingContent must be: 1. Relevant What are people really looking for? 2. Found by search engines Can search engine see your content? 3. Monitored How do you know if you do well? Singapore | Beijing
  8. 8. Your content must match how web-users perform searcheson search engines like Google, Yahoo, Bing, Baidu, etc. 1. Content must be relevant (searched by target group) Singapore | Beijing
  9. 9. The search volume analysis tells you that 720 people performa search about “drugs lumbago” every month. «How do I know that my content is relevant? » Search volume analysis Keyword Count backpain 18,807 Keyword volume lumbago 1540 searches show what Acupuncture pains 1329 web-users are really looking for. Drugs lumbago 720 Beijing massage 677 Acupuncture Beijing 324 Beijing lumbago medicine 16 Beijing lumbago acupuncture 5 Drugs Beijing back acupuncture 3 Beijing back lumbago pain medicine 2 Singapore | Beijing
  10. 10. Make sure that you “speak the same language” as you targetgroup. Don’t use words that they are not using. Words that you use in your Words that web-users use documents, website, etc. in searching Beijing drugs Healing drugs back lumbago acupuncture pain Singapore | Beijing
  11. 11. Web users will find your website because of the keywordsthat you are using to describe your products and services.Words that you use in your Web traffic Words that web users usedocuments, website, etc. in searching Singapore | Beijing
  12. 12. Once you have picked the right keywords, you must make surethat your content can be found by search engines. 2. Content must be valued by search engines • Create external content that point to your website • Optimize your website for search engines Website Singapore | Beijing
  13. 13. Uploading documents can attract traffic to your website if theseare optimized, ie visible to search engines. Creating external content that points to your website Optimize PDFs •Make sure your PDFs are text based •Build links with anchor text, like Learn more about SEO in China instead of: geServlet?TYPE=33554432&REALMOID=06- •Place PDF closer to the root level of the site’s file structure •Complete the document properties •Optimize the copy (keywords consistency, prominence, frequency) •Optimize the file size for search Singapore | Beijing
  14. 14. If many online articles, releases, video, PPT, blog posts point toyour website, search engines will see it as authoritative. Creating external content that points to your website Optimize Articles and online press releases •Ad keywords in the headline, first paragraph and last paragraph at least! •Provide sharing options (content sharing, microblogging, bookmark) •Enrich with mulimedia: videos, images, PPT, polls •Build links with anchor text Optimize videos • post on high traffic video hosting sites (youtube, youku) •Syndicate your video with Tubemogul •Use YouTube annotation to add an hyperlink at the end of your video Singapore | Beijing
  15. 15. Search engines use your number of backlinks to determine if yourwebsite should be ranked on the 1st or the 135th result page. Optimize your website for search engines 1) Generate inbound links •Pay Per Click (Google Adword, Baidu) •Syndicate articles and releases (EzineArticles, GoArticles, PRWeb) •Get directory listings (Open Directory ,Yahoo, LookSmart, •Collect links with Freebies & Giveaways •Renting links Singapore | Beijing
  16. 16. Be consistent with your keywords strategy, they must appeareverywhere: articles, blog posts, page text, metatags, links, etc. Optimize your website for search engines Optimize with metatags Title tag: 5 - 10 words Description tag: Concise summary of the page Keyword tag: An upper limit of 900 characters with spaces Optimize the copy Keyword prominence: header and prominent placement will give weight to keywords Keyword relevance: Do your keywords make sense in relation to the rest of you content? Keyword frequency: repeat important keywords, but not excessively. Singapore | Beijing
  17. 17. Optimization is never finished. Competitors adapt, search enginesimprove their methods and web technology changes rapidly. Optimization workflow: “a process, not a project” Ongoing Site optimization Analysis Monitoring, Keyword performance research analysis Link On-page building optimization Singapore | Beijing
  18. 18. A great strategy is useless if you don’t know the results of yourefforts. Measure BEFORE, DURING and AFTER a campaign. 3. Content use must be monitored « How will we know that the content plan is working? » A few tools • Baidu document search: PDFs, XLS, DOC, PPT • Monitor your Google page rank before and after implementation • Track social media activity: Western social Media : SocialMention, blogpulse, Cymphony, JamieQ Chinese social Media: i-Monitor, Qihoo • Website analytics: conversion rate, bounce rate, Cost per conversion. • Video, PPT, dowloadables: page views, no. of downloads • Monitor number of backlinks Singapore | Beijing
  19. 19. Conclusion:To attract customers, become a trusted resource.Create and optimize great content.Optimization is a process, not a project. Singapore | Beijing
  20. 20. Find case studies and resources on: Singapore | Beijing