Andy Crestodina - Creating a SEO Charged Content Strategy

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Orbit Media's Andy Crestodina on creating SEO friendly content marketing

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Andy Crestodina - Creating a SEO Charged Content Strategy

  1. 1. Content StrategyAndy Crestodina@crestodina#SMMS13
  2. 2. - Guy Kawasaki“If you have more MONEY than brains,you should focus on outbound marketing.If you have more BRAINS than money,you should focus on inbound marketing.”
  3. 3. Howcontentworks…
  4. 4. Where there’s traffic, there’s hope...
  5. 5. Traffic: Social, Email, Search
  6. 6. “Achieve business goals bymaximizing the impact of content.”Content Strategists…Source: Contentini
  7. 7. Don’t sell.Help your audience make abuying decision.
  8. 8. do they want to read?What
  9. 9. Obvious, right?
  10. 10. Your website is the mousetrap,Your content is the cheese…
  11. 11. 1. Keywords2. Q&A Sites3. ListeningSources of Topics
  12. 12. Finding Topics: Google Suggest
  13. 13. Finding Topics: UbersuggestSource: Ubersuggest.org
  14. 14. Finding Topics: Google Keyword Tool
  15. 15. Finding Topics: Competitors’ RankSource: SpyFu.com
  16. 16. Finding Topics: Analytics
  17. 17. Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
  18. 18. Finding Topics: Quora.comSource: Quora.com
  19. 19. Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
  20. 20. Source: Deana Goldasich
  21. 21. Source: Periodic Table of Content
  22. 22. Choose your words“Don’t think OF the market….think AS the market”Source: Social Triggers
  23. 23. Source: Ann Handley
  24. 24. Source: Ann Handley
  25. 25. should you sound?How
  26. 26. Source
  27. 27. • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determinedLatinate Words
  28. 28. Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop,put, mock, set
  29. 29. Choose your words
  30. 30. Choose your words
  31. 31. …but don’t dumb it downWrite like an 8th grader!Source: NN Group
  32. 32. SEO has 3 parts
  33. 33. Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
  34. 34. Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
  35. 35. do I find these keywords?How
  36. 36. 3 Criteria for Choosing Keyphrases
  37. 37. Search VolumeResource: Google Keyword Tool
  38. 38. Search TrendingResource: Google Trends
  39. 39. RegionalInterestResource: Google Trends
  40. 40. • Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphraseCompetition is high if…
  41. 41. What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
  42. 42. Check Link PopularityResource: Open Site Explorer
  43. 43. Shortcut!If yourDomain Authority is…Target keyphraseswith monthly searches of…less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000
  44. 44. • Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
  45. 45. TextRelevance
  46. 46. Rank!
  47. 47. do I put these keywords?Where
  48. 48. On-Page SEO• Once at the beginning of the title <title>• Once in the first header <h1>• Four to six times in the body of the page• In links on other pages that link to the page.
  49. 49. More Internal Linking
  50. 50. Email List GrowthGrow your list fast
  51. 51. Before…After…
  52. 52. 1900% increase. Not bad!
  53. 53. Why it works1.Prominence2.Promise3.Proof
  54. 54. GOOD
  55. 55. BAD
  56. 56. Oh My! What a big list you have…
  57. 57. Ready?Let’s make some content!
  58. 58. More here: Headline Hacks52 Headline Hacks
  59. 59. Do this tomorrow…1. Find a relevant topic2. Research keyphrases, pick a phrase thataligns with the topic3. Write 500 words, use on-page SEO4. Share it through social media5. Send it as a newsletter…then watch your Analytics jump!
  60. 60. Template &Tools
  61. 61. Thank you!Andy Crestodina@crestodina#SMMS13

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