SEO for Content: Better Together #AMAVESEO

#contentandseo at @AMA_Marketing by @aleyda
SEO & Content: Better Together

I SPEAK
I DO SEO
ORAINTI.COM
I WRITE
I’M ALEYDA SOLIS
@ALEYDA
I SHARE
Hello!

SEO & Content?

#contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda
COPYWRITER
Don’t tell me how to
write my content…

SEO
I only wanted you to
use some keywords!

Only if you see SEO like this!

It’s time to take the red pill

SEO is not spam, it’s a discipline that will help
content to achieve your business goals…

Communicate your news

Sell your products or services

Provide relevant support

Establish your brand as an authority

Grow your community

By connecting your Website content &
offering to your search audience

Improving your content relevance & popularity
RELEVANCE
POPULARITY

#contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda
Although is not only about
positions anymore… but visibility
http://moz.com/blog/google-organic-click-through-rates-in-2014

& making the most out of Google’s
search functionalities to maximize it

Let’s see how SEO can help
content… and viceversa!

By helping to establish your audience needs that
will allow you to identify content opportunities
1

What are your potential search visitors
looking for that you’re still not answering?

A keyword research -which is really a user search
behavior analysis- will allow you to identify it
USED TERMS IN
THE INDUSTRY
SUGGESTIONS
COMPETITORS
TERMS
CURRENTLY
RANKED TERMS
FOR
CONTENT
YOUR
TERMS, TOPICS
& CONTENT
TARGET
BUSINES GOALS,
VOLUME &
PROFITABILITY
CURRENT
VISIBILITY &
CONTENT
EXISTENCE
SEARCH
VOLUME,
SEASONALITY AND
COMPETITION
RELEVANCE &
INTENT

Which is your current best performing content?
GOOGLE
ANALYTICS

and your most shared & linked content?
BUZZSUMO
& COGNITIVE
SEO

Which terms have been used to search for them?
URL
PROFILER +
GOOGLE
SEARCH
CONSOLE

Now you have your best performing current
terms & topics

Expand this list with the terms & topics providing
more visibility & traffic to your competitors
SEMrush,
Sistrix &
SimilarWeb

And by identifying relevant related terms with
additional queries permutations
RankTank
Infinite
Google
Suggest

Filter & segment looking for modifiers matching your
customer journey & established personas
+
informational
review
tips
guide
news
transactional
buy
reserve
purchase
register
or
products
brands
topics
or
or

For the ones selected: verify their search volume,
seasonality, trend & rank difficulty
KWtool

Prioritize the ones with positive metrics and
generate content ideas to answer them
Huballin

Now you have a list with topic opportunities with
matching ideas that will connect with your audience

How can SEO help to develop this content so it
attracts maximum visibility & conversions?
2

By allowing you to optimize your content to be
findable & friendly towards your search users
MAPPING THE TERMS
& TOPICS WITH YOUR
WEB AREAS
IDENTIFYING THE
FORMAT & TYPE TO
TARGET EACH TOPIC
OPTIMIZE
THE RELEVANCE
OF YOUR CONTENT
(TEXT, IMAGES,
VIDEOS) TO THE
TARGETED
TERMS
USE STRUCTURED
MARKUP TO GIVE
CONTENT MEANING &
MORE VISIBILITY
VALIDATING YOUR
CONTENT IS
INDEXABLE
MAKING SURE
YOUR CONTENT IS
SEEN IN ALL
DEVICES
FACILITATING
YOUR CONTENT
SHAREABILITY
ACHIEVING
MORE VISIBILITY

Start by mapping your identified potential
terms & topics ideas with your Website areas
x
communi
ty
product
category
2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category  
a
categoRy  
b
blog
product
category
1
product
category
n

#contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti
as well as with your current content formats & types
x
communi
ty
product
category
2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category  
a
categoRy  
b
blog
product
category
1
product
category
n
www.distilled.net/blog/the-content-matrix/

You should avoid the lack of relevance for them, each
topic should be targeted with a piece of content
BAD GOOD

And verify which format & characteristics will be better
to connect with your audience preferences
Buzzsumo
Content
Analysis

If there’s an issue for search engines to identify it

Check this always by validating the Google Cached
version and with the Fetch as Googlebot option
Google
Search
Console

There are always ways to implement it while following
accessibility & indexability best practices
http://googlewebmastercentral.blogspot.com.es/
2014/02/infinite-scroll-search-friendly.html

Create the content to really answer the queries that
you want to rank for, including relevant terms

Feature these in the key areas of your pages
Meta description
Headings
Title
Body text
Images
URL
Terms or topics in
Videos

Make the most out of titles, descriptions & URLs
title
good poor
meta description
url
fair
Begin with targeted term
~ 55 characters for desktop &  
~ 60 for mobile
descriptive and attractive  
expanding title, inviting users to click
~150 characters for desktop &  
~115 characters for mobile
short & descriptive
targeted terms in url

Images
surrounding text
alt description
file name
optimize with the targeted
terms
structured markup

& videos
title
file name
optimize with the targeted
terms
caption or surrounding
text
structured markup

Be mindful if you require registration, it’s
important to balance your approach

Validate your content accessibility
from all type of devices
http://www.slideshare.net/aleydasolis/how-to-perform-a-
mobile-web-app-seo-audit-key-criteria-validations-tools

It can be a sad way to not give the best experience
to your users…

…and lose traffic too!

Specify your content meaning so Google can
“understand” it and give you additional visibility

With structured markup
PRODUCTS, RECIPES, REVIEWS, EVENTS,
APPS, VIDEOS, ORGANIZATIONS

Like in this case

& not only for Rich Snippets but for the knowledge
graph too
https://developers.google.com/structured-data/customize/overview

You can easily validate & verify its implementation
with Google tools
https://developers.google.com/structured-data/testing-tool/

To be a step closer to have the perfectly optimized
page.. one that is meant to be shared & help convert
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

Use SEO crawlers to identify problems with your content:
indexability, duplication, mobile accessibility, relevance, etc.
OnPage.org &
screaming frog

With all this great work you should see
results! How to track them?
3

From Links, mentions & Shares
buzzsumo &
cognitiveseo

To keywords & content visibility vs. competitors
serpwoo &
wincher

To organic search traffic & conversions!
seomonitor

… to enjoy of your content organic
search traffic growth

Because Content + SEO = Better Together

Thanks! Do you have any questions?

SEO for Content: Better Together #AMAVESEO

SEO for Content: Better Together #AMAVESEO

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