This document discusses strategies for using content to optimize search engine rankings and drive leads. It recommends starting with keyword research and inventorying existing content gaps. Key tactics include optimizing on-site content and site structure for keywords, promoting content through blogs, articles and social media to generate inbound links, and developing an ongoing mix of content types. The goal is to establish expertise and drive traffic by providing valuable information to customers.

1. Content For Customers: Search, Content, Social Janet Driscoll MillerPresident & CEOSearchMojoElizabeth SheaPresident & CEOSpeakerBox Communications

2. Start With Some Math… Search + Content + Social Media = Leads * According to HubSpot, 2009, Inbound Marketing Software Provider

3. Content Strategies for Government Start with the keywords! Identify, rank, execute against. Identify where your customers live online. Put a search plan in place. Take content inventory: Where are the gaps? Create, revise, disseminate, track. Leverage social media tools to optimize search, drive leads back to site, landing pages. 1. 2. 3.

4. Content For Customers: Search, Content, Social Keyword Development

5. Selection of Keywords, Content Research what your keywords turn up Talk to customers about key messaging Develop a “short list” for inbound links Not too broad, not too niche

6. BASELINE

7. Content For Customers: Search, Content, Social Optimizing Your Search

8. Keys to High Search Engine Rankings Select good keywords Not too broad (“software”), not too specific (“virtualization software for the public sector”) Site content edits Include the keywords in the text of the website Keyword Density: percentage of times that a keyword appears in page text Site structure Certain technologies can “block” search engine bots Inbound links Serves as a measure of site “popularity” on a subject Ongoing monitoring

9. Optimizing Website Pages Keyword should appear in: Filename Title tag Meta keyword, Meta description Bold text Link text Overall content of the page Keyword Density Percentage of times a keyword appears in the total page content Ask for links to your website from partners, etc.

10. Optimizing Blogs Host the blog on your domain Example: blog.search-mojo.com NOT: search-mojo.wordpress.com Use SEO pluginsto optimize title tags, etc. Wordpress: All in One SEO Pack Promote blog content to get viral inbound links Register blog with blog directories (i.e. Technorati)

11. Articles If you own the copyright: Post articles on your website or blog Post to article distribution sites Creates inbound links from those that republish your article Further establishes your subject matter expertise across the web

12. Whitepapers Submit to whitepaper submission sites For maximum SEO benefit, focus on sites that link to the paper on YOUR website

13. Images Especially important if images really showcase your offering Example: National Geographic Name the image file with the keyword as the filename. For multiple keyword phrases, separate terms with a dash (-) or an underscore (_). Example: <imgsrc=”/images/keyword.jpg”> Ensure that the alt text of the image tag contains the target keyword. Also consider incorporating a title tag on the image tag.Example: <imgsrc=”/images/bear.jpg” alt=”A bear eats a fish.” title=”A bear eats a fish.”> Incorporate the keyword into the page content where the image resides. If the image has an enlargement version, ensure that the link to the enlarged version contains the keyword in the anchor text. Ensure that the surrounding text on the page uses the keyword for that image. Append your keyword with the word “picture” or “pictures”.

14. Videos Include the word “video” in your keyword when possible. Many people searching specifically for video will use this term with their search phrase.Example: Polar Bear Video Name the video file with the keyword as the filename. For multiple keyword phrases, separate terms with a dash (-) or an underscore (_). Example: <imgsrc=”/videos/keyword.jpg”> If Flash is used as a player model, be sure to also embed the video in the non-Flash page version, contained in the <noscript> tag. Include the keyword in any video meta data when possible, such as titles, descriptions and keyword tags. Include the keyword in the anchor text for links to the video. Example: <a href=”/videos/polar_bear_video.mpg”>keyword</a> Try to include the keyword as much as possible in the page linking to that video, using standard SEO techniques. Incorporate your video into a video sitemap or an mRSS feed. Information on how to build one can be found at: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=80472

15. Webinars/Podcasts Promote events through various event sites Provide a registration page ON your website Archive, archive, archive! Creates viral inbound links to content Register archived content links with webcast and podcast directories

16. Press Releases Distribute press releases online Example: PRWeb Make sure that you use SEO keywords as the anchor text on your press release links

17. Why is Content So Important to Search Engines? How does the engine know WHAT your website is about if it cannot READ it on the site? Site content should contain keywords/phrases relevant to your messaging and offerings IMPORTANT: Search terms and brand terms are not ALWAYS equal Example: “certified used vehicles” vs. “used cars” “used cars” searched 600% more Incorporate non-attractive keywords by spinning them in content Example: “Our certified used vehicles are better than regular used cars – each vehicle has passed a 20-point safety inspection.” If you don’t want to use a keyword on your website, maybe you shouldn’t be optimizing for it!

18. It’s Not Just AboutWritten Content Either… Google Universal Search Mix of many types of content in web search results

19. How Important Are “Inbound” Links? The most important ranking factor for Google Good content can create viral, inbound links

20. Which Links Are Most Valuable? Is a link from Government Computer News more valuable than Federal Computer Week? Check PageRank GCN: 6/10 FCW: 7/10 PageRank is a measurement of inbound links to that page/site. Does the link contain your keyword in the anchor text? Bottom line: Treat links like PR efforts. If you’d want press there, you’d want a link from there too!

21. Social Media If you’re not on Twitter, you should be! Twitter links affect SEO rankings Get a Twitter ID for company Tweet news, events, blog posts, etc. Use links back to your own website to help SEO Facebook and LinkedIn also helpful for marketing, but have less impact on SEO

22. Content For Customers: Search, Content, Social Content Development

23. What Qualifies as Content? Website Search-optimized press releases eBooks Blog comments Twitter feeds Photos/Videos (with keyword tags) Blog Posts Articles in publications/blogs Surveys Product Reviews Whitepapers Social conversations

24. Marketing Strategies Outbound Marketing Inbound Marketing Press release pickups Article Syndication Editorial coverage Link from Twitter Viral Campaigns (e)Mail Call-to-action Collateral Leavebehind Advertising Direct Mail Tradeshows Customer