Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SEO for Content: Better Together #AMAVESEO

3,392 views

Published on

In this session at #AMAVESEO from the American Marketing Association I shared about the steps and criteria, as well as tools in order to make the most out of SEO in a content development and marketing process.

Published in: Marketing

SEO for Content: Better Together #AMAVESEO

  1. 1. #contentandseo at @AMA_Marketing by @aleyda SEO & Content: Better Together
  2. 2. #contentandseo at @AMA_Marketing by @aleyda I SPEAK I DO SEO ORAINTI.COM I WRITE I’M ALEYDA SOLIS @ALEYDA I SHARE Hello! #contentandseo at @AMA_Marketing by @aleyda
  3. 3. #contentandseo at @AMA_Marketing by @aleyda SEO & Content? #contentandseo at @AMA_Marketing by @aleyda
  4. 4. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda COPYWRITER Don’t tell me how to write my content…
  5. 5. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda SEO I only wanted you to use some keywords!
  6. 6. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Only if you see SEO like this!
  7. 7. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda It’s time to take the red pill
  8. 8. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda SEO is not spam, it’s a discipline that will help content to achieve your business goals…
  9. 9. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Communicate your news
  10. 10. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Sell your products or services
  11. 11. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Provide relevant support
  12. 12. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Establish your brand as an authority
  13. 13. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Grow your community
  14. 14. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda By connecting your Website content & offering to your search audience
  15. 15. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Improving your content relevance & popularity RELEVANCE POPULARITY
  16. 16. #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
  17. 17. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda & making the most out of Google’s search functionalities to maximize it
  18. 18. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Let’s see how SEO can help content… and viceversa!
  19. 19. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda By helping to establish your audience needs that will allow you to identify content opportunities 1
  20. 20. #contentandseo at @AMA_Marketing by @aleyda What are your potential search visitors looking for that you’re still not answering? #contentandseo at @AMA_Marketing by @aleyda
  21. 21. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda 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
  22. 22. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Which is your current best performing content? GOOGLE ANALYTICS
  23. 23. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda and your most shared & linked content? BUZZSUMO & COGNITIVE SEO
  24. 24. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Which terms have been used to search for them? URL PROFILER + GOOGLE SEARCH CONSOLE
  25. 25. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Now you have your best performing current terms & topics
  26. 26. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Expand this list with the terms & topics providing more visibility & traffic to your competitors SEMrush, Sistrix & SimilarWeb
  27. 27. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda And by identifying relevant related terms with additional queries permutations RankTank Infinite Google Suggest
  28. 28. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda 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
  29. 29. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda For the ones selected: verify their search volume, seasonality, trend & rank difficulty KWtool
  30. 30. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Prioritize the ones with positive metrics and generate content ideas to answer them Huballin
  31. 31. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Now you have a list with topic opportunities with matching ideas that will connect with your audience
  32. 32. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda How can SEO help to develop this content so it attracts maximum visibility & conversions? 2
  33. 33. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda 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
  34. 34. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda 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
  35. 35. #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/ #contentandseo at @AMA_Marketing by @aleyda
  36. 36. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda You should avoid the lack of relevance for them, each topic should be targeted with a piece of content BAD GOOD
  37. 37. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda And verify which format & characteristics will be better to connect with your audience preferences Buzzsumo Content Analysis
  38. 38. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda If there’s an issue for search engines to identify it
  39. 39. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Check this always by validating the Google Cached version and with the Fetch as Googlebot option Google Search Console
  40. 40. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda 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
  41. 41. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Create the content to really answer the queries that you want to rank for, including relevant terms
  42. 42. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Feature these in the key areas of your pages Meta description Headings Title Body text Images URL Terms or topics in Videos
  43. 43. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda 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
  44. 44. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Images surrounding text alt description file name optimize with the targeted terms structured markup
  45. 45. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda & videos title file name optimize with the targeted terms caption or surrounding text structured markup
  46. 46. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Be mindful if you require registration, it’s important to balance your approach
  47. 47. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda 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
  48. 48. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda It can be a sad way to not give the best experience to your users…
  49. 49. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda …and lose traffic too!
  50. 50. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti Specify your content meaning so Google can “understand” it and give you additional visibility #contentandseo at @AMA_Marketing by @aleyda
  51. 51. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti With structured markup #contentandseo at @AMA_Marketing by @aleyda PRODUCTS, RECIPES, REVIEWS, EVENTS, APPS, VIDEOS, ORGANIZATIONS
  52. 52. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti Like in this case #contentandseo at @AMA_Marketing by @aleyda
  53. 53. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti & not only for Rich Snippets but for the knowledge graph too #contentandseo at @AMA_Marketing by @aleyda https://developers.google.com/structured-data/customize/overview
  54. 54. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti You can easily validate & verify its implementation with Google tools #contentandseo at @AMA_Marketing by @aleyda https://developers.google.com/structured-data/testing-tool/
  55. 55. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti 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 #contentandseo at @AMA_Marketing by @aleyda
  56. 56. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda Use SEO crawlers to identify problems with your content: indexability, duplication, mobile accessibility, relevance, etc. OnPage.org & screaming frog
  57. 57. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda With all this great work you should see results! How to track them? 3
  58. 58. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda From Links, mentions & Shares buzzsumo & cognitiveseo
  59. 59. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda To keywords & content visibility vs. competitors serpwoo & wincher
  60. 60. #contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda To organic search traffic & conversions! seomonitor
  61. 61. #contentandseo at @AMA_Marketing by @aleyda … to enjoy of your content organic search traffic growth
  62. 62. #contentandseo at @AMA_Marketing by @aleyda Because Content + SEO = Better Together
  63. 63. #contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda Thanks! Do you have any questions?

×