Content For Customers Search, Social, Content


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Content Syndication and SEO

Speakers: Janet Driscoll Miller, SearchMojo and Elizabeth Shea, SpeakerBox

Janet and Elizabeth will share strategies for optimizing content for SEO, syndicating content and how to use existing content to generate leads.

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  • Content For Customers Search, Social, Content

    1. 1. Content For Customers: <br />Search, Content, Social<br />Janet Driscoll MillerPresident & CEOSearchMojoElizabeth SheaPresident & CEOSpeakerBox Communications<br />
    2. 2. Start With Some Math…<br />Search <br />+ Content <br />+ Social Media <br />= Leads<br />* According to HubSpot, 2009, Inbound Marketing Software Provider<br />
    3. 3. Content Strategies for Government<br />Start with the keywords! Identify, rank, execute against. Identify where your customers live online. Put a search plan in place. <br /> Take content inventory: Where are the gaps? Create, revise, disseminate, track.<br /> Leverage social media tools to optimize search, drive leads back to site, landing pages. <br />1.<br />2.<br />3.<br />
    4. 4. Content For Customers: <br />Search, Content, Social<br />Keyword Development<br />
    5. 5. Selection of Keywords, Content<br />Research what your keywords turn up<br />Talk to customers about key messaging<br />Develop a “short list” for inbound links<br />Not too broad, not too niche<br />
    6. 6. BASELINE<br />
    7. 7. Content For Customers: <br />Search, Content, Social<br />Optimizing Your Search<br />
    8. 8. Keys to High Search Engine Rankings<br />Select good keywords<br />Not too broad (“software”), not too specific (“virtualization software for the public sector”)<br />Site content edits<br />Include the keywords in the text of the website<br />Keyword Density: percentage of times that a keyword appears in page text<br />Site structure<br />Certain technologies can “block” search engine bots<br />Inbound links<br />Serves as a measure of site “popularity” on a subject<br />Ongoing monitoring<br />
    9. 9. Optimizing Website Pages<br />Keyword should appear in:<br />Filename<br />Title tag<br />Meta keyword, Meta description<br />Bold text<br />Link text<br />Overall content of the page<br />Keyword Density<br />Percentage of times a keyword appears in the total page content<br />Ask for links to your website from partners, etc.<br />
    10. 10. Optimizing Blogs<br />Host the blog on your domain<br />Example:<br />NOT:<br />Use SEO pluginsto optimize title tags, etc.<br />Wordpress: All in One SEO Pack<br />Promote blog content to get viral inbound links<br />Register blog with blog directories (i.e. Technorati)<br />
    11. 11. Articles<br />If you own the copyright:<br />Post articles on your website or blog<br />Post to article distribution sites<br />Creates inbound links from those that republish your article<br />Further establishes your subject matter expertise across the web<br />
    12. 12. Whitepapers<br />Submit to whitepaper submission sites<br />For maximum SEO benefit, focus on sites that link to the paper on YOUR website<br />
    13. 13. Images<br />Especially important if images really showcase your offering<br />Example: National Geographic<br />Name the image file with the keyword as the filename. For multiple keyword phrases, separate terms with a dash (-) or an underscore (_). Example: &lt;imgsrc=”/images/keyword.jpg”&gt;<br />Ensure that the alt text of the image tag contains the target keyword. Also consider incorporating a title tag on the image tag.Example: &lt;imgsrc=”/images/bear.jpg” alt=”A bear eats a fish.” title=”A bear eats a fish.”&gt;<br />Incorporate the keyword into the page content where the image resides.<br />If the image has an enlargement version, ensure that the link to the enlarged version contains the keyword in the anchor text.<br />Ensure that the surrounding text on the page uses the keyword for that image.<br />Append your keyword with the word “picture” or “pictures”.<br />
    14. 14. Videos<br />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<br />Name the video file with the keyword as the filename. For multiple keyword phrases, separate terms with a dash (-) or an underscore (_). Example: &lt;imgsrc=”/videos/keyword.jpg”&gt;<br />If Flash is used as a player model, be sure to also embed the video in the non-Flash page version, contained in the &lt;noscript&gt; tag. <br />Include the keyword in any video meta data when possible, such as titles, descriptions and keyword tags.<br />Include the keyword in the anchor text for links to the video. Example: &lt;a href=”/videos/polar_bear_video.mpg”&gt;keyword&lt;/a&gt;<br />Try to include the keyword as much as possible in the page linking to that video, using standard SEO techniques.<br />Incorporate your video into a video sitemap or an mRSS feed. Information on how to build one can be found at:<br />
    15. 15. Webinars/Podcasts<br />Promote events through various event sites<br />Provide a registration page ON your website<br />Archive, archive, archive!<br />Creates viral inbound links to content<br />Register archived content links with webcast and podcast directories<br />
    16. 16. Press Releases<br />Distribute press releases online<br />Example: PRWeb<br />Make sure that you use SEO keywords as the anchor text on your press release links<br />
    17. 17. Why is Content So Important to Search Engines?<br />How does the engine know WHAT your website is about if it cannot READ it on the site?<br />Site content should contain keywords/phrases relevant to your messaging and offerings<br />IMPORTANT: Search terms and brand terms are not ALWAYS equal<br />Example: “certified used vehicles” vs. “used cars”<br />“used cars” searched 600% more<br />Incorporate non-attractive keywords by spinning them in content<br />Example: “Our certified used vehicles are better than regular used cars – each vehicle has passed a 20-point safety inspection.”<br />If you don’t want to use a keyword on your website, maybe you shouldn’t be optimizing for it!<br />
    18. 18. It’s Not Just AboutWritten Content Either…<br />Google Universal Search<br />Mix of many types of content in web search results<br />
    19. 19. How Important Are “Inbound” Links? <br />The most important ranking factor for Google<br />Good content can create viral, inbound links<br />
    20. 20. Which Links Are Most Valuable?<br />Is a link from Government Computer News more valuable than Federal Computer Week?<br />Check PageRank<br />GCN: 6/10<br />FCW: 7/10<br />PageRank is a measurement of inbound links to that page/site.<br />Does the link contain your keyword in the anchor text?<br />Bottom line: Treat links like PR efforts.<br />If you’d want press there, you’d want a link from there too!<br />
    21. 21. Social Media<br />If you’re not on Twitter, you should be!<br />Twitter links affect SEO rankings<br />Get a Twitter ID for company<br />Tweet news, events, blog posts, etc.<br />Use links back to your own website to help SEO<br />Facebook and LinkedIn also helpful for marketing, but have less impact on SEO<br />
    22. 22. Content For Customers: <br />Search, Content, Social<br />Content Development<br />
    23. 23. What Qualifies as Content?<br />Website<br />Search-optimized press releases<br />eBooks<br />Blog comments<br />Twitter feeds<br />Photos/Videos (with keyword tags)<br />Blog Posts<br />Articles in publications/blogs<br />Surveys<br />Product Reviews<br />Whitepapers<br />Social conversations<br />
    24. 24. Marketing Strategies<br />Outbound <br />Marketing<br />Inbound <br />Marketing<br />Press release pickups<br />Article Syndication<br />Editorial coverage<br />Link from Twitter<br />Viral Campaigns<br />(e)Mail Call-to-action<br />Collateral Leavebehind<br />Advertising<br />Direct Mail<br />Tradeshows<br />Customer<br />