eZdia IRCE 2014 Session

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10 tips on Creating SEO-Friendly Content
Optimizing your site’s content to keep it fresh, findable and relevant to changing search engine algorithms is like shooting at a moving target—and under those circumstances, hitting the bull’s-eye with your creative is an art. In this session, you’ll get an update on the latest best practices to guide content creation to maximize SEO. Gain expert insights from a major outsource provider of e-commerce web site content and hear real-life examples of how adjusting creative content improved retailers' SEO and business results.

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eZdia IRCE 2014 Session

  1. 1. • Get your site design, content and overall experience right! • Get your content visible on page 1 of Google SERPS • Earn links, shares, reviews and comments from your customers. • Build brand authority and trust— yielding more conversions. 10 Proven Tips to Create SEO-Friendly Content So you can … Alok Jain Co-CEO & CMO
  2. 2. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 2 SEO Landscape
  3. 3. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 3 Tip #1: Use Many Tactics Google uses 200+ signals to serve relevant results. B2C Marketing Usage by Tactic
  4. 4. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 4 Tip #2: Prioritize Define goals & map your priorities to chart course @alokkjain | @ezdia Defining your business goal and mapping your priorities will help achieve success. • For a resource constrained team, you may prioritize tactics that are low effort, high effectiveness. • For an advanced team, tackling tactics with low to medium effort, high effectiveness might be a good way to start.
  5. 5. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 5 Objective, audience Content types, marketing channel Blogs, ad banners, social media posts, infographics, short how-to’s Buyer’s guides, gift guides, white paper, forums Top 10/best of editorial lists, product reviews, finders Product use guides, product reviews, free trials, testimonials Product/accessories updates, how-to’s, blogs, community forums When Daily, short form Weekly, long form On customer interaction On purchase and just after Customer type/purchased items Tip #3: Know the Content to Create @alokkjain | @ezdia
  6. 6. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 6 Collect Keyword Data: ideas for sources Tip #3: Know the Content to Create Identify keywords, topics & themes to create content around Plug variations of these terms into Google Adwords keyword planner to get more keyword ideas @alokkjain | @ezdia • Inbound search terms • Borrowed from your competitor • Keywords in your taxonomy • Social trends • Events & holidays • Customer reviews • Get creative! (Black Friday in July) • site FAQ’s
  7. 7. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 7 1. Eliminate any keywords that don’t fit brand voice or campaign goals 2. Identify share of voice (SOV) by • Filter it for targeted keyword groups by category and competition. • Apply Organic CTR to keyword position & monthly search volume and identify traffic. 3. Choose category based upon SOV and business priorities. Tip #3: Know the Content to Create Take keyword inventory, define SOV & identify key category Position #1 equates to an average CTR of 36.4% Position #2 earns a CTR of 17% @alokkjain | @ezdia
  8. 8. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 8  Is the content unique, readable & valuable?  Did you research keywords using right tools?  Are the primary keywords in the title & URL?  Are there keywords in the image file & alt tag?  Are social sharing options available?  Does the page load fast—less than 4 seconds for all content?  Do redirects from older versions deliver directly to the page?  Is the page available to a robot crawler?  Is the URL included in the sitemap file?  Is the page using semantic (Schema) markups?  Do Not Duplicate Content Tip #4: Optimize your content Checklist for optimized page Leverage URL Structure for SEO Benefit ideal: not ideal: http://ww30.1800flowers.com/product.do? baseCode=101496&dataset=1012&cm_ci d=d1012 http://proflowers.com/plants/P otted-Pink-Calla-Lilly-494 populated by product title populated by data base @alokkjain | @ezdia Tools
  9. 9. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 9 Tip #4: Optimize your content Wrangle your metadata Title Tag Meta Description URL 65 characters 158 characters 92 characters @alokkjain | @ezdia Title tags appear in more than 5 prominent places like browser tabs, SERPS & social media headlines! Meta descriptions fuels the page “description” on a search result of social media post. Metadata also includes protocols like Schema.org, Twitter Card, Open Graph & Google authorship Site metadata is visible … & powerful!
  10. 10. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 10 Tip #5: Scale your effort In-house vs Outsourcing Ideas of tasks to outsource: • keyword research • analytics • specific writing tasks • data validation • image research • fact checking 61% of large companies (1,000+ employees) outsource some component of their content creation process. @alokkjain | @ezdia
  11. 11. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 11 Tip #5: Scale your effort Foster collaboration (Internal teams, community & vendors) • Our experience shows that using a workflow tool for content creation boost writer/editor efficiency by 25%. Technology ServicesHybrid Compendium DivvyHQ Percolate Crowdsource Crowdflower Contently TextBroker Brafton AEM eZdia Kapost Skyword Zerys @alokkjain | @ezdia In house content Influencer (i.e. catalog managers) External content partners (i.e. suppliers) Content Strategy External content creators (i.e. Community, content vendors) In house content creators (i.e. writes/editors)
  12. 12. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 12 Tip #6: Plan for Content Distribution Plan for content topics, publishing, distribution & refreshment. @alokkjain | @ezdia
  13. 13. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain Tip #6: Plan for Content Distribution Plan for content topics, publishing, distribution & refreshment.
  14. 14. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain Google+ rich snippets has been shown to significantly increase the click-through- rate from SERPs by as much as 150%. source: QuickSprout.com 14 @alokkjain | @ezdia Tip #7: Get on Google+ It’s true! Google loves Google+… and so do searchers! A recent study by SearchMetrics found Google +1s to be the highest- correlated factor they studied 3 Benefits to Creating Content on Google+ 1. Posts are crawled and indexed by google immediately. 2. Each post is published with it’s own unique URL & title tags. 3. Each post earns page rank and can pass link equity through links.
  15. 15. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain Tip #8: Measure If you can measure it, you can improve it. 15 Measuring SEO performance is critical to the success of your business Metrics to Track: • % of total traffic that comes from organic search. • Branded vs. non branded organic traffic. • Keyword rankings & share of voice (SOV). • Total number of pages that are receiving at least 5 visits from organic search every month. • Traffic quality (time on site, pages/visit) • Conversion & ROI @alokkjain | @ezdia Tools
  16. 16. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain Tip #9: Curate Content 16 Curating content is the combination of collecting, adding to/annotating and sharing 3rd party content: - Aggregation : collecting relevant content - Distillation : getting to a simplistic format - Elevation : identifying larger trend/insight - Mashup : merging existing content to create a new point of view - Chronology : organizing information to show how things has evolved @alokkjain | @ezdia
  17. 17. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 17 SEO results always take longer than you want or expect. Some of the most time-consuming components of optimization are: • establishing authority: everyone wants to link to a celebrity  • analyzing the competition: successful SEO initiatives are multi-faceted. • building partnerships and links: these rely on real relationships, trust and respect. Tip #10: Be Patient & Persistent How long will it take to see results? @alokkjain | @ezdia
  18. 18. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 18 @alokkjain | @ezdia Creating an Ecosystem within your content creation process Strategy & Planning Decide on Theme & Topics Create Content Distribution Re- purpose/cu rate Measure & Analyze
  19. 19. Thank you! Visit eZdia.com/IRCE for free samples, downloadable SEO tools and an exclusive eBook Alok Jain alok.j@ezdia.com eZdia.com eZdia.com/blog

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