Some best practices for optimizing content, including web copy, blogs, and social media. Properly optimized content can help boost your online brand visibility, provide better search engine ranking, and drive more traffic.
Agenda• Content – Why it’s suddenly KING again• Keywords Insight• Web Copy• Blogging• Social Media• Video Marketing
Content is King (Again) Content based on keywords• Google’s Panda update• Marketing evolution Content based on social info incorporating social media – PUSH marketing needs PULL Content based on video marketing support – Consumers aging = more online Content based on keywords purchasing power – iPad and other tablets changing Content based on written word content consumption• Alexa’s top websites are all Content based on keywords content driven Content based on written word
Content is King (Again)• HiveFire survey of 400 B2B • Objectives of content marketing professionals marketing: found – 82% employ content marketing as a strategy – 83% of respondents who cited their firm having a year or longer sales cycle used Content Marketing – 86% of those who cited a sales cycle of 1-3 months were users – 66% of respondents with a 1-7 day sales cycle use Content Marketing – 79% of marketers share the majority of their content online
Content is (should be) Dynamic• Website copy – More static than most content• Blog posts – Ongoing, relevant, informative, opinionated• Articles & Whitepapers – Topical, detailed• Video – Engaging, fun, real• Social media posts – Transparent
Why Optimize Content?• With more content available, getting noticed is tougher• 80 percent of all product or service purchases starts with a Google search• Helps improve site search engine rankings• Increases Twitter followers• Increases Facebook ‘likes’ AND engagement• Sum of the parts is greater than individual components
Keywords• Words & phrases used to search out products and services• Short tail (head) keywords – ‘Email Security’ – ‘Firewall Solutions’ – More overall searches – Greater competition• Long tail keywords – ‘I need to improve email security’ – ‘I need a better firewall solution’ – Fewer searches – Less competition – Extended ‘variations’ of core keywords
Keywords• Keyword variations: • Modifiers add context – Singular vs. plural – Buy – Alternate word order – Seattle – Synonyms and acronyms – US – Keyword modifiers • A word on Google auto- – Head vs. tail complete – Opportunity to identify long tail keywords – GREAT opportunity to identify blog/content topics
Optimizing Web Copy• Map (ideally) no more than 2 keywords per page (variations don’t count) Web• Use keywords in key webpage Meta components Copy – H1 and H2 tags – Alt image tags – Meta title – Meta description• For page copy – Use keywords and variations early – Use keywords and variations as often as makes sense (write for your audience) – Use long tail keywords – Sprinkle in keyword bolding and italicizing – Interlink long tail keywords to other relevant site pages (not all keywords)
KW in Meta Title Keywords on this page: - Preventing foreclosure - Foreclosure assistance KW in H1 KW in H2KWs used early,bolded, italicized KWs interlinked to other relevant pages
Optimizing Blogs• Map (ideally) no more than 1 keyword per page (variations don’t count)• – 2 KW’s isn’t bad, we just think that 1 is ideal Use keywords in key blog Meta components Blogs – H1 or blog title – Alt image tags – Meta title (which should be blog title in part) – Meta description• For blog copy – Use keywords and variations early – Use keywords and variations as often as makes sense (write for your audience) – Use long tail keywords – Sprinkle in keyword bolding and italicizing – Interlink long tail keywords to other relevant site pages or blogs (not all keywords)• Tag the blog with keywords when possible• Share the blog socially – StumbleUpon, LinkedIn, relevant LinkedIn groups, Delicious, Digg, Reddit, Technorati, etc.
Keyword on this blog:KW in Meta title - Data Center Relocation KW in blog title KW used early, bolded, hyperlinked to main site KW italicized KW as blog tag
Optimizing for SocialHere are some key ways to make your content optimizedfor sharing across the social web: Social• Titles: Media – Don’t use BORING titles. • If you’re going to draw people into your content you have to do it with enticing titles.• Title length: – Titles should be as brief as possible – Only 140 characters • Leave room for people to add comments and #hashtags • Leave room for the shortened URL• Add enticing meta descriptions. – When you share a post on sites like Facebook, LinkedIn, and Google+, they automatically pull in a description of the post. – Most sites generate this description from the URLs meta description. – Use keywords in meta descriptions
Optimizing for SocialHere are some key ways to make your content optimizedfor sharing across the social web: Social• Social Sharing Buttons: Media – Make sure your content has social sharing buttons available for others to share – lots of ways to display• High Quality Content: – This will be MOST important for growth, continued readership, and followers
Optimizing for SocialHere are some key ways to make your content optimizedfor sharing across the social web: Social• Use Imagery: Media – Make sure your content has an image, preferably something eye-catching. – Images will get pulled along with the content making for a more enticing article.• Use Hashtags and/or Twitter usernames – Use only when appropriate – #hashtags (hyperlinked search terms) can be used in many ways • contests, tracking, support, gain followers, start following, etc). – @username will alert the person whose username you’ve used they’ve been mentioned – Nice way to possibly drawing a comment or a retweet.
Optimizing for SocialWhere else, besides Twitter, should you share yourcontent socially, at a minimum? Social• Linkedin Connections – This can be a highly Media effective group to share your content. – Probably likeminded folks in your industry – Respected and trusted (connected) – Potential referral network• LinkedIn Groups – Specialized interest group that will have higher interest than general public – More likely to read and share – Possible customers and lead gen – Make sure you respond to any comments or questions
Optimizing for SocialWhere else, besides Twitter, should you share yourcontent socially, at a minimum? Social• Facebook Pages Media – Show fans what that you’re actively creating relevant content. – Ask questions about the content – Create conversations around content – Always respond to comments and questions• Google+ – Show fans what that you’re actively creating relevant content. – Ask questions about the content – Create conversations around content• Honorable Mention: – StumbleUpon, Digg, Reddit, Google Bookmarks, Delicious Bookmarks
Optimizing for SocialWhere else, besides Twitter, should you share yourcontent socially, at a minimum? Social Media Why titles and desc are important. They’re front and center!!
Optimizing Video (YouTube)STATS:• Forrester Research concludes that the implementation of videoincreases the chances of first page Google search results by 53%. Video• A Kelsey Group study found •55% of people who view a video visit the company’s website •30% visit the a physical store •24% make a purchase as a result.•Today almost 9 out of 10 web users engage with online video•Comscore estimates that companies using online video see sales liftsbetween 20 – 40%•44% of universal search results on Google feature videoTIPS:• Optimized or not, content is king and video is at the top of the contentpyramid.•Make videos that contain valuable information first.•Videos with actionable advice, helpful instruction, and verifiable datawill be most valuable to users. (instructional, how-to’s, etc)•Salesy content won’t fly.
Optimizing Video (YouTube)These are the main optimization activities for videos on YouTube* thatwe follow (YouTube because it’s owned by Google, and if YouTube wasa search engine it would be the number two search engine in the world,behind Google). Video• Title text: – You have 99 characters to optimize your title text – Consider your target keywords and any other keywords you may want to rank for – Dont forget to include your branding and descriptive text. • If you have little chance of getting that top spot, aim for second to boost views by proxy, related videos also get lots of views.• Description: – You have 5,000 characters, which is a lot, so use all that space to write as much about your video as possible. – Place most compelling content in the first couple sentences – Link to related pages on your site, or to other videos on your channel. – Because user ratings and views play a factor in your search rankings within YouTube (and therefore Google), make sure to ask for people to rank your video, but also share and embed your video.
Optimizing Video (YouTube)• Tags: – Useful for search terms you use in your title text and description, including names and branding. – Be sure to use quotation marks around each tag, especially Video if you’re using a keyword phrase as a tag, otherwise YouTube will consider each individual word a tag. (IE -> “abc technologies”) – Check tags on other popular videos in a search result for videos with similar content and use them. This will increase your chance of being in the ‘related videos’ results.
Optimizing Video (YouTube)• Broadcasting and sharing options: Video – Privacy: Most marketers may set videos to private while working on them prior to an official launch date or campaign, just dont forget to later set them to public. – Comments: Its up to you whether you want to enable comments. Just remember: if you disable commenting, users will go elsewhere to talk about your video, your brand, or your message. – Video responses: These help boost views because they are automatically linked to your original. – Ratings: These have a direct impact on your rankings, so make sure you set this to "yes." – Embedding: Blogs and social media shares really boost views, and help your message get to new audiences outside of YouTube, its a good idea to keep this enabled. – Syndication: Again, anything to boost your views will help your video rank higher in YouTube and Google, so keep this enabled.
Optimizing Video (YouTube)• Getting views: Video – YouTube considers a video "viewed" after eight seconds of runtime, so make sure your video has enough "pull" to get you past that hump. – Embedding it in your company blog or on product pages can boost video views and encourage discovery. – Post your videos to your Facebook channel. – Encourage others to share your video on social media platforms within the video itself by asking people to share it in your video itself and in the description. – Seed your videos on bookmarking and listing sites. – Distribute links to your videos in press releases and embed them in social media releases. – Promote views of your video by buying them through Google AdWords. – Chunk your videos into smaller parts and link them all together using playlists.
Optimizing Video (YouTube)• Getting ratings: Video – Rank your own video -- Ill never tell. – Encourage others to rank your video by asking for it within your video, description, etc. Presentation Sources: – Mashable.com – SearchEngineWatch.com – SearchEngineLand.com – Hubspot.com