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Content Marketing + SEO - Best Practices.
An SEO view of content…
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
USER BOTS
Historically…
An SEO view of content…
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
USERBOTS
2016 and beyond…
The 2 sides of ranking.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
	
  
RANK
CRAWL
Step 1: Search engines have to first be
able to find and crawl a webpage to
understand what it is truly about.
Step 2: From there, search engines need
to understand the ranking signals of a
page and how popular and rank-worthy it
truly is.
In	
  general,	
  most	
  of	
  your	
  webpages	
  will	
  be	
  
crawled,	
  but	
  only	
  a	
  few	
  will	
  actually	
  rank.	
  
Influencing rankings.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Putting keywords on a page will only get you
indexed – rankings comes from inbound links,
social activity and online PR.
It’s difficult to generate an online buzz with
sales type content. For that reason, great
content is a cornerstone for SEO.
There are 4 pieces to content SEO:
1.  Keyword planning / idea
generation
2.  Content creation
3.  Content optimization
4.  Content distribution
+	
  +
1. Keyword planning.
An SEO view of content…
Content should be focused on keywords that generate a high volume of searches. This not
only ensures traffic potential, but interest level as well.
Keywords that people are searching for (primary and secondary)
Ø  Example primary: SAT Guide
Ø  Example secondary:
Ø  SAT prep study guide
Ø  SAT prep PDF
Ø  SAT Guide 2016 exam
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Find keyword search volume.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Google Keyword Research Tool - https://adwords.google.com/KeywordPlanner 	
  
Build on your keyword list with suggestions.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Google Keyword Research Tool - https://adwords.google.com/KeywordPlanner 	
  
Let Google do the work for you.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Dig into industry and topical trends.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Google Trends – www.google.com/trends 	
  
Listen to the web.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Mention - https://mention.com/en/ 	
  
Listen to the web.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Google Alerts – www.google.com/alerts 	
  
Listen to the web.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Quora – https://www.quora.com 	
  
Listen to the web.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Quora – https://www.quora.com 	
  
Find keywords with lower competition.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Moz Keyword Difficulty Tool - https://moz.com/researchtools/keyword-difficulty
A large part of Google’s
algorithm pulls from overall
trust and authority of a
website. The higher the
trust + authority, the higher
a site will rank.
Axiom operates in a highly
competitive field, often
competing against high
authority university sites
and Wikipedia.
They key to success is
finding keywords that align
with Axiom’s business
goals and have lower
competition in the SERPs. Look for scores less than 50% (the lower the better)
Mapping keywords to your website.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Example 1:
Mapping keywords to your website.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Example 2:
Mapping keywords to your website.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Example 3:
+	
  +
2. Content creation.
Creating the right type of content.
Content comes in various forms – each has their own benefit in regards to SEO.
Short
form
Long form QA/
Glossary
Infographic Image
gallery
Video Guide
Understand your keyword’s landscape before creating.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Branded
knowledge graph
result
Results from
Google images
Results from local
listings
Results from
official sites (with
rating, directions,
and site link
snippets)
Most importantly, cater to your audience.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Stacey Robinson is a stay at home mother in Concord, MA. She currently has 3 children
(12, 14 and 17) all of whom attend Concord High School. She’s very active in the
community and her children’s education.
CUSTOMER NEEDS
•  What are her top priorities?
PAIN POINTS
•  What keeps her up at night?
YOUR TURN
•  How can we alleviate Stacey’s pain points?
•  How can we effectively reach her?
•  How can we be of service to her (without selling)?
Creating content that your customers need. How can you help?
+	
  +
3. Content optimization.
Making a page SEO friendly.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Elements a page must contain:
•  Title tag (should contain the page’s primary keywords towards the beginning and be less than 65
characters long, including spaces)
•  Meta description tag (should contain the page’s primary and secondary keywords and entice the
reader to want to click onto the page. Typically done by a call-to-action at the end. Also the
description should be less than 165 characters, including spaces)
•  Keywords in URL separated by hyphens
•  An H1/H2 tag (the H1 should contain the page’s primary keyword and the H2 should contain a
secondary keyword)
Making a page SEO friendly.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Elements a page should also contain:
•  Social metadata:
•  Facebook OpenGraph - https://developers.facebook.com/docs/opengraph
•  Twitter Cards - https://dev.twitter.com/cards/overview
•  Google+ Snippet - https://developers.google.com/+/web/snippet/
•  Keyword anchor text – look for the blue links on this page as an example:
http://www.huffingtonpost.com/2015/02/02/super-bowl-ratings-2015-patriots-seahawks-
_n_6594520.html?utm_hp_ref=sports&ir=Sports
•  Images/videos with alt attributes and keyword-rich titles – this is a code change to the way
images and videos are embedded onto a page.
Making a page SEO friendly.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Poorly optimized content
does not perform well in
search engines.
This can be detrimental to
brand equity as other
websites can infringe on
branded queries and steal
traffic intended for your site.
Making a page SEO friendly.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Proper markups help search engines understand content:
<h1>What	
  are	
  GMOs?
<h1>	
  
FRONT-­‐END	
  OF	
  CONTENT	
   BACK-­‐END	
  OF	
  CONTENT	
  
<h2>What	
  does	
  GMO	
  mean?<h2>	
  
Making a page SEO friendly.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Images on a page should also contain:
1.  A properly named
2.  An alt attribute that describes the image
Making a page SEO friendly.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Moz Keyword Grader: https://moz.com/researchtools/on-page-grader
+	
  +
4. Content promotion.
Getting a page to rank.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Ranking a page takes more creating
content with the right keywords. This
might get you indexed, but not ranked.
Ranking a page takes significant off
page signals. Tweets, +1’s, Shares and
links to content are the top signals
Google looks for.
Ideally, these signals happen naturally.
You post a piece of content, send it
through owned channels (social + email)
and fans amplify it.
That’s not always the case. Sometimes,
generating these signals takes
significant effort on the part of the
publisher.
Relevance Authority+	
  
What determines
relevance?
•  URL Structure
•  Title of page
•  Keyword contained in
content
•  Relevant images/media
BASICS	
  of	
  what	
  ranks	
  a	
  page:	
  
What determines
authority?
•  Number of links
pointing at site
•  Number of links
pointing at page
•  Quality links pointing at
site
•  Quality links pointing at
page
•  Social media signals
+	
  
Getting a page to rank.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Social signals.
The majority of web activity takes places on sites like Facebook, Reddit and Twitter. If your links
aren't being posted on these sites, it’s hard for Google see your site as relevant.
There are thousands of highly active social media groups and web forums
related to farming. While these participants may not be your direct
customers, they server as potential amplifiers, influencers and ambassadors of
the brand.
Getting your content in these groups pushes highly relevant social signals to
your site, honest feedback and potential amplification (shares, links, etc).
Examples of engaged communities can be found on:
•  Google+
•  Facebook
•  Reddit
•  Pinterest
•  Web forums
Getting a page to rank.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Links.
Links are still the #1 factor Google looks at when ranking pages. When one site links to your content, it
tells Google that your site has something worth seeing. Ideally, links come from:
1.  Relevant sites (i.e. Education sites not ESPN)
2.  High authority (DA) sites
Some link strategies include:
1.  Targeted link outreach
2.  Blogger outreach
3.  Guest blogging
4.  Press release
5.  Broken link building
6.  Resource page outreach
+	
  +
Resources.
Putting it all together.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Planning
q  STEP 1 – Research keyword topic
q  STEP 2 – Pick top keyword to focus on (primary and secondary) – have multiple options
q  STEP 3 – Narrow down based off of difficulty
q  STEP 4 – Determine the best type and amount of content you will need to rank (search Google)
q  STEP 5 – Determine resources and time you have available to meet this objective
Writing
q  STEP 6 – Begin writing and producing content
q  STEP 7 – Write a custom title and meta description tag (titles <65 characters/descriptions <165). In
general, your title will likely be the title of your article/blog post, and your description will be a catchy
165 character or less description of the page that attempts to catch the readers attention and entice a
click onto the desired page.
Putting it all together.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Spot-checking
q  STEP 8 – Ensure the URL uses the right keywords
q  STEP 9 – Ensure page properly links to other pages
q  STEP 10 – Spot-check all SEO best practices
Publishing
q  STEP 11 – Review tracking is accurate and publish article
Optimizing (post–publish)
q  STEP 12 – Check the “targeting” of the page using the keyword grader tool
q  STEP 13 – Check the ranking of the page using the ranking tool
Putting it all together.
+	
  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
Keyword Research (find search volumes, competitiveness, and trends):
•  Google Keyword Research Tool – https://adwords.google.com/KeywordPlanner
•  Google Trends – www.google.com/trends
•  Ubersuggest – www.ubersuggest.org
•  SEM Rush – www.semrush.com
Link and Social Research (just add the URL of the page you want to check):
•  Moz Open Site Explorer – https://moz.com/researchtools/ose/
Check rankings for a particular keyword
•  Moz Rank Tracker (200 limit per day) - https://moz.com/researchtools/rank-tracker

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SEO + Content Marketing Best Practices

  • 1. +  + Content Marketing + SEO - Best Practices.
  • 2. An SEO view of content… +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org USER BOTS Historically…
  • 3. An SEO view of content… +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org USERBOTS 2016 and beyond…
  • 4. The 2 sides of ranking. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org   RANK CRAWL Step 1: Search engines have to first be able to find and crawl a webpage to understand what it is truly about. Step 2: From there, search engines need to understand the ranking signals of a page and how popular and rank-worthy it truly is. In  general,  most  of  your  webpages  will  be   crawled,  but  only  a  few  will  actually  rank.  
  • 5. Influencing rankings. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Putting keywords on a page will only get you indexed – rankings comes from inbound links, social activity and online PR. It’s difficult to generate an online buzz with sales type content. For that reason, great content is a cornerstone for SEO. There are 4 pieces to content SEO: 1.  Keyword planning / idea generation 2.  Content creation 3.  Content optimization 4.  Content distribution
  • 6. +  + 1. Keyword planning.
  • 7. An SEO view of content… Content should be focused on keywords that generate a high volume of searches. This not only ensures traffic potential, but interest level as well. Keywords that people are searching for (primary and secondary) Ø  Example primary: SAT Guide Ø  Example secondary: Ø  SAT prep study guide Ø  SAT prep PDF Ø  SAT Guide 2016 exam +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
  • 8. Find keyword search volume. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Google Keyword Research Tool - https://adwords.google.com/KeywordPlanner  
  • 9. Build on your keyword list with suggestions. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Google Keyword Research Tool - https://adwords.google.com/KeywordPlanner  
  • 10. Let Google do the work for you. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org
  • 11. Dig into industry and topical trends. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Google Trends – www.google.com/trends  
  • 12. Listen to the web. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Mention - https://mention.com/en/  
  • 13. Listen to the web. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Google Alerts – www.google.com/alerts  
  • 14. Listen to the web. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Quora – https://www.quora.com  
  • 15. Listen to the web. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Quora – https://www.quora.com  
  • 16. Find keywords with lower competition. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Moz Keyword Difficulty Tool - https://moz.com/researchtools/keyword-difficulty A large part of Google’s algorithm pulls from overall trust and authority of a website. The higher the trust + authority, the higher a site will rank. Axiom operates in a highly competitive field, often competing against high authority university sites and Wikipedia. They key to success is finding keywords that align with Axiom’s business goals and have lower competition in the SERPs. Look for scores less than 50% (the lower the better)
  • 17. Mapping keywords to your website. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Example 1:
  • 18. Mapping keywords to your website. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Example 2:
  • 19. Mapping keywords to your website. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Example 3:
  • 20. +  + 2. Content creation.
  • 21. Creating the right type of content. Content comes in various forms – each has their own benefit in regards to SEO. Short form Long form QA/ Glossary Infographic Image gallery Video Guide
  • 22. Understand your keyword’s landscape before creating. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Branded knowledge graph result Results from Google images Results from local listings Results from official sites (with rating, directions, and site link snippets)
  • 23. Most importantly, cater to your audience. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Stacey Robinson is a stay at home mother in Concord, MA. She currently has 3 children (12, 14 and 17) all of whom attend Concord High School. She’s very active in the community and her children’s education. CUSTOMER NEEDS •  What are her top priorities? PAIN POINTS •  What keeps her up at night? YOUR TURN •  How can we alleviate Stacey’s pain points? •  How can we effectively reach her? •  How can we be of service to her (without selling)? Creating content that your customers need. How can you help?
  • 24. +  + 3. Content optimization.
  • 25. Making a page SEO friendly. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Elements a page must contain: •  Title tag (should contain the page’s primary keywords towards the beginning and be less than 65 characters long, including spaces) •  Meta description tag (should contain the page’s primary and secondary keywords and entice the reader to want to click onto the page. Typically done by a call-to-action at the end. Also the description should be less than 165 characters, including spaces) •  Keywords in URL separated by hyphens •  An H1/H2 tag (the H1 should contain the page’s primary keyword and the H2 should contain a secondary keyword)
  • 26. Making a page SEO friendly. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Elements a page should also contain: •  Social metadata: •  Facebook OpenGraph - https://developers.facebook.com/docs/opengraph •  Twitter Cards - https://dev.twitter.com/cards/overview •  Google+ Snippet - https://developers.google.com/+/web/snippet/ •  Keyword anchor text – look for the blue links on this page as an example: http://www.huffingtonpost.com/2015/02/02/super-bowl-ratings-2015-patriots-seahawks- _n_6594520.html?utm_hp_ref=sports&ir=Sports •  Images/videos with alt attributes and keyword-rich titles – this is a code change to the way images and videos are embedded onto a page.
  • 27. Making a page SEO friendly. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Poorly optimized content does not perform well in search engines. This can be detrimental to brand equity as other websites can infringe on branded queries and steal traffic intended for your site.
  • 28. Making a page SEO friendly. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Proper markups help search engines understand content: <h1>What  are  GMOs? <h1>   FRONT-­‐END  OF  CONTENT   BACK-­‐END  OF  CONTENT   <h2>What  does  GMO  mean?<h2>  
  • 29. Making a page SEO friendly. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Images on a page should also contain: 1.  A properly named 2.  An alt attribute that describes the image
  • 30. Making a page SEO friendly. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Moz Keyword Grader: https://moz.com/researchtools/on-page-grader
  • 31. +  + 4. Content promotion.
  • 32. Getting a page to rank. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Ranking a page takes more creating content with the right keywords. This might get you indexed, but not ranked. Ranking a page takes significant off page signals. Tweets, +1’s, Shares and links to content are the top signals Google looks for. Ideally, these signals happen naturally. You post a piece of content, send it through owned channels (social + email) and fans amplify it. That’s not always the case. Sometimes, generating these signals takes significant effort on the part of the publisher. Relevance Authority+   What determines relevance? •  URL Structure •  Title of page •  Keyword contained in content •  Relevant images/media BASICS  of  what  ranks  a  page:   What determines authority? •  Number of links pointing at site •  Number of links pointing at page •  Quality links pointing at site •  Quality links pointing at page •  Social media signals +  
  • 33. Getting a page to rank. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Social signals. The majority of web activity takes places on sites like Facebook, Reddit and Twitter. If your links aren't being posted on these sites, it’s hard for Google see your site as relevant. There are thousands of highly active social media groups and web forums related to farming. While these participants may not be your direct customers, they server as potential amplifiers, influencers and ambassadors of the brand. Getting your content in these groups pushes highly relevant social signals to your site, honest feedback and potential amplification (shares, links, etc). Examples of engaged communities can be found on: •  Google+ •  Facebook •  Reddit •  Pinterest •  Web forums
  • 34. Getting a page to rank. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Links. Links are still the #1 factor Google looks at when ranking pages. When one site links to your content, it tells Google that your site has something worth seeing. Ideally, links come from: 1.  Relevant sites (i.e. Education sites not ESPN) 2.  High authority (DA) sites Some link strategies include: 1.  Targeted link outreach 2.  Blogger outreach 3.  Guest blogging 4.  Press release 5.  Broken link building 6.  Resource page outreach
  • 36. Putting it all together. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Planning q  STEP 1 – Research keyword topic q  STEP 2 – Pick top keyword to focus on (primary and secondary) – have multiple options q  STEP 3 – Narrow down based off of difficulty q  STEP 4 – Determine the best type and amount of content you will need to rank (search Google) q  STEP 5 – Determine resources and time you have available to meet this objective Writing q  STEP 6 – Begin writing and producing content q  STEP 7 – Write a custom title and meta description tag (titles <65 characters/descriptions <165). In general, your title will likely be the title of your article/blog post, and your description will be a catchy 165 character or less description of the page that attempts to catch the readers attention and entice a click onto the desired page.
  • 37. Putting it all together. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Spot-checking q  STEP 8 – Ensure the URL uses the right keywords q  STEP 9 – Ensure page properly links to other pages q  STEP 10 – Spot-check all SEO best practices Publishing q  STEP 11 – Review tracking is accurate and publish article Optimizing (post–publish) q  STEP 12 – Check the “targeting” of the page using the keyword grader tool q  STEP 13 – Check the ranking of the page using the ranking tool
  • 38. Putting it all together. +  +Webris | hello@webris.org | Ryan Stewart | http://webris.org Keyword Research (find search volumes, competitiveness, and trends): •  Google Keyword Research Tool – https://adwords.google.com/KeywordPlanner •  Google Trends – www.google.com/trends •  Ubersuggest – www.ubersuggest.org •  SEM Rush – www.semrush.com Link and Social Research (just add the URL of the page you want to check): •  Moz Open Site Explorer – https://moz.com/researchtools/ose/ Check rankings for a particular keyword •  Moz Rank Tracker (200 limit per day) - https://moz.com/researchtools/rank-tracker