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searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Auditing & Analyzing
Content Properties
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Rachel Lindteigen – Senior Director, SEO/Content
With over 12 years of ...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Presentation Agenda
Content Inventory, what do you have – what’s workin...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Content Inventory
Take inventory of your website
• What’s crawl-able?
•...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Homepage
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Category Pages
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Sub-category Pages
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Product Pages
Product
Description
User Generated
Content/Reviews
Additi...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
About & Contact Pages
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Use Schema Markup & Rich Snippets for…
Products
Events
Articles & Posts...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
THE GOAL
Help connect customer searches with company products and servi...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
HELPS
ENSURE C-suite buy-in
 teams are on track and
accountable
 mes...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Finding New Content
Opportunities
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Don’t add content just for the sake of adding content!
Don’t write just...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Learn from your customers
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Learn from your competitors
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
ALL of your competitors
*traditional competitors
1.
2.
3.
4.
5.
6.
7.
8...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Learn from keywords & trends
Google Trends
Suggested Search
WMT
Keyword...
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Learn from your blog
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Stay committed!
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Update with varying forms of content
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
Measuring content success
21
2
SOCIAL SHARES
32
6
9
6
9 111
searchmarketingexpo.com
@RacheLindteigen
#SMX #21A
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Auditing and Analyzing Content Properties

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Creating Dazzling Content & Ensuring It’s Seen: Step By Step From The Audit To Analytics. PRESENTATION: Auditing and Analyzing Content Properties - Given by Rachel Gordon Lindteigen, @rsara1101 - PM Digital, Senior Director, SEO & Content. #SMX #21A

Published in: Marketing
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Auditing and Analyzing Content Properties

  1. 1. searchmarketingexpo.com @RacheLindteigen #SMX #21A Auditing & Analyzing Content Properties
  2. 2. searchmarketingexpo.com @RacheLindteigen #SMX #21A Rachel Lindteigen – Senior Director, SEO/Content With over 12 years of experience in Marketing, Rachel Lindteigen works as PM Digital’s Senior Director, SEO. Rachel has worked in print and broadcast media, public relations, offline and online marketing (SEO, SEM, Email, Social Media and Content) during her career. She’s worked for franchise organizations, non-profits, in house and agencies during her career. Her varied background helps her guide clients and find the right marketing mix for their needs. Rachel has a BA in Broadcasting from the Walter Cronkite School at Arizona State University and a MBA in Marketing. She leads the SEO fulfillment team and oversees digital marketing strategies for clients. Rachel is also a columnist for Search Engine Land. Rachel
  3. 3. searchmarketingexpo.com @RacheLindteigen #SMX #21A Presentation Agenda Content Inventory, what do you have – what’s working, what’s not, is it all crawl-able? Customer focused content creation – What information do they need? Content is more than a few words on a page – think outside the text box
  4. 4. searchmarketingexpo.com @RacheLindteigen #SMX #21A Content Inventory Take inventory of your website • What’s crawl-able? • What’s not? • What’s working? • What’s not? • What are customers searching for? (internal search results) How do you know what’s working and what’s not working? Are you measuring content success?
  5. 5. searchmarketingexpo.com @RacheLindteigen #SMX #21A Homepage
  6. 6. searchmarketingexpo.com @RacheLindteigen #SMX #21A Category Pages
  7. 7. searchmarketingexpo.com @RacheLindteigen #SMX #21A Sub-category Pages
  8. 8. searchmarketingexpo.com @RacheLindteigen #SMX #21A Product Pages Product Description User Generated Content/Reviews Additional Product Info Social Sharing Options Schema + Rich Snippets
  9. 9. searchmarketingexpo.com @RacheLindteigen #SMX #21A About & Contact Pages
  10. 10. searchmarketingexpo.com @RacheLindteigen #SMX #21A Use Schema Markup & Rich Snippets for… Products Events Articles & Posts Click Through Rates Eyes on Content
  11. 11. searchmarketingexpo.com @RacheLindteigen #SMX #21A THE GOAL Help connect customer searches with company products and services by developing and optimizing text, images, and video so that search engines will be able to match queries and make the site functionality visible. “Content” may include text, image optimization, video development, blogging, whitepapers and many other means of communication. Focusing on content development as part of a larger SEO Plan can expose company products and services to audiences formerly untapped. COPYWRITING From high-quality articles placed on your website to guest posts placed on 3rd party blogs, the PM Digital team targets top SEO keywords with copy written in a style and voice familiar to your audience. MEDIA DISTRIBUTION/ OPTIMIZATION Already have great information? Re-purposing old content or optimizing content that isn’t easily spidered (like image libraries) are great ways to make an impact without 100% new creative. CREATIVE AND INTERACTIVE iPhone apps, infographics, videos, polls and contests are all just a request away. Content Strategy
  12. 12. searchmarketingexpo.com @RacheLindteigen #SMX #21A HELPS ENSURE C-suite buy-in  teams are on track and accountable  messaging is relevant  messaging is consistent  results are measurable Content Calendars
  13. 13. searchmarketingexpo.com @RacheLindteigen #SMX #21A Finding New Content Opportunities
  14. 14. searchmarketingexpo.com @RacheLindteigen #SMX #21A Don’t add content just for the sake of adding content! Don’t write just for the search engines; write for your customers Pay attention to their needs, answer questions, and provide value Just because you care about it, doesn’t mean they do
  15. 15. searchmarketingexpo.com @RacheLindteigen #SMX #21A Learn from your customers
  16. 16. searchmarketingexpo.com @RacheLindteigen #SMX #21A Learn from your competitors
  17. 17. searchmarketingexpo.com @RacheLindteigen #SMX #21A ALL of your competitors *traditional competitors 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. * * Compare content against traditional competing brands as well as websites that may be competing for SERP positions.
  18. 18. searchmarketingexpo.com @RacheLindteigen #SMX #21A Learn from keywords & trends Google Trends Suggested Search WMT Keyword.io
  19. 19. searchmarketingexpo.com @RacheLindteigen #SMX #21A Learn from your blog
  20. 20. searchmarketingexpo.com @RacheLindteigen #SMX #21A Stay committed!
  21. 21. searchmarketingexpo.com @RacheLindteigen #SMX #21A Update with varying forms of content
  22. 22. searchmarketingexpo.com @RacheLindteigen #SMX #21A Measuring content success 21 2 SOCIAL SHARES 32 6 9 6 9 111
  23. 23. searchmarketingexpo.com @RacheLindteigen #SMX #21A

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