“SEO has evolved to become the
result of an actual marketing
strategy versus marketing tactics”
Google’s goal = best answers
“We showthe results at the top that
answer the user’s queries directly
(after all we built Google
for users, not websites).”
Posted by Eric Schmidt, Executive Chairman, Google
Companies that blog have
434% more indexedpages.
And companies with more
indexed pages get far more leads.
--Search Engine Strategies Conference, NYC 2013
Blogging is an essential
marketing component for
Not sure where to start
with your blog content?
Follow one, simple rule:
Help other people
From Shareaholic Blog: 4 Ways to Increase Audience Engagement Kali Hawlk
Before you jump into planning answer these
– What triggers your customer to purchase?
– What are you seasonal / sales goals?
– What do you want to communicate?
– Who are my customers; personas/segments
– What questions can you answer, problems can
you solve, or understanding can you add?
– What can you reasonably commit to?
seo planning is the 1st step
• seo is not an item to be
left to the end
• plan first
• w/o planning, you’ll
never get where you
want to be
Photo credit: Oatsy40
long tail world
latent semantic indexing (LSI)
•coffee shops near me
•Who has the cheapest gardening supplies
• solid, strong brand
• adds value
• Exceptional User Experience
• useful information
• fast; mobile responsive
google is mobile first
•“mobile-friendlycriteria will continue
to be a ranking signal”
•“after January 10, 2017, pages
where content is not easily accessible to a
user on the transition from the mobile search
results may not rank as highly”
Webmaster Central Blog
secure your site
“security- top priority for Google
HTTPS as a ranking signal
switch from HTTP to HTTPS
Webmaster Central Blog Wednesday, August 06, 2014
• Focus keyword and content analysis
• Post titles and meta descriptions
• Robots meta configuration
• Readability check
• Primary category
• Permalink cleanup
• XML sitemaps
• RSS enhancements
– file media library
– H2, H3
• Relevant inbound links
• Cross site links as on-
• No “click this link”
rather, “click for map to
• Map it out
• Identify primary
• Supporting branches
– One per post
• Tags as micro-
– Not contained in post
plan blog categories
Chocolate Birthday DecoratingChocolate BirthdayBirthday
Category Child or
Category Child or
plan ‘tags’- micro-categories
create editorial calendar
“The real magic lies in content promotion.
Without it, your content will struggle to earn a
social mention, let alone a quality backlink.”*
• Where will they see it?
• What will motivate them?
• Where will you/they share it?
*Robbie Richards in 16 Explosive Content Promotion Strategies