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SEO + Content Marketing Best Practices


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There's a tight marriage between content marketing and SEO, but most marketing teams aren't sure of the exact correlation.

These slides lay out the best practices for content marketing and search engine optimization.

Published in: Marketing
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SEO + Content Marketing Best Practices

  1. 1. +  + Content Marketing + SEO - Best Practices.
  2. 2. An SEO view of content… +  +Webris | | Ryan Stewart | USER BOTS Historically…
  3. 3. An SEO view of content… +  +Webris | | Ryan Stewart | USERBOTS 2016 and beyond…
  4. 4. The 2 sides of ranking. +  +Webris | | Ryan Stewart |   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. 5. Influencing rankings. +  +Webris | | Ryan Stewart | 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. 6. +  + 1. Keyword planning.
  7. 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 | | Ryan Stewart |
  8. 8. Find keyword search volume. +  +Webris | | Ryan Stewart | Google Keyword Research Tool -  
  9. 9. Build on your keyword list with suggestions. +  +Webris | | Ryan Stewart | Google Keyword Research Tool -  
  10. 10. Let Google do the work for you. +  +Webris | | Ryan Stewart |
  11. 11. Dig into industry and topical trends. +  +Webris | | Ryan Stewart | Google Trends –  
  12. 12. Listen to the web. +  +Webris | | Ryan Stewart | Mention -  
  13. 13. Listen to the web. +  +Webris | | Ryan Stewart | Google Alerts –  
  14. 14. Listen to the web. +  +Webris | | Ryan Stewart | Quora –  
  15. 15. Listen to the web. +  +Webris | | Ryan Stewart | Quora –  
  16. 16. Find keywords with lower competition. +  +Webris | | Ryan Stewart | Moz Keyword Difficulty Tool - 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. 17. Mapping keywords to your website. +  +Webris | | Ryan Stewart | Example 1:
  18. 18. Mapping keywords to your website. +  +Webris | | Ryan Stewart | Example 2:
  19. 19. Mapping keywords to your website. +  +Webris | | Ryan Stewart | Example 3:
  20. 20. +  + 2. Content creation.
  21. 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. 22. Understand your keyword’s landscape before creating. +  +Webris | | Ryan Stewart | Branded knowledge graph result Results from Google images Results from local listings Results from official sites (with rating, directions, and site link snippets)
  23. 23. Most importantly, cater to your audience. +  +Webris | | Ryan Stewart | 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. 24. +  + 3. Content optimization.
  25. 25. Making a page SEO friendly. +  +Webris | | Ryan Stewart | 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. 26. Making a page SEO friendly. +  +Webris | | Ryan Stewart | Elements a page should also contain: •  Social metadata: •  Facebook OpenGraph - •  Twitter Cards - •  Google+ Snippet - •  Keyword anchor text – look for the blue links on this page as an example: _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. 27. Making a page SEO friendly. +  +Webris | | Ryan Stewart | 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. 28. Making a page SEO friendly. +  +Webris | | Ryan Stewart | 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. 29. Making a page SEO friendly. +  +Webris | | Ryan Stewart | Images on a page should also contain: 1.  A properly named 2.  An alt attribute that describes the image
  30. 30. Making a page SEO friendly. +  +Webris | | Ryan Stewart | Moz Keyword Grader:
  31. 31. +  + 4. Content promotion.
  32. 32. Getting a page to rank. +  +Webris | | Ryan Stewart | 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. 33. Getting a page to rank. +  +Webris | | Ryan Stewart | 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. 34. Getting a page to rank. +  +Webris | | Ryan Stewart | 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
  35. 35. +  + Resources.
  36. 36. Putting it all together. +  +Webris | | Ryan Stewart | 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. 37. Putting it all together. +  +Webris | | Ryan Stewart | 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. 38. Putting it all together. +  +Webris | | Ryan Stewart | Keyword Research (find search volumes, competitiveness, and trends): •  Google Keyword Research Tool – •  Google Trends – •  Ubersuggest – •  SEM Rush – Link and Social Research (just add the URL of the page you want to check): •  Moz Open Site Explorer – Check rankings for a particular keyword •  Moz Rank Tracker (200 limit per day) -