IRCE 2014 Presentation : 10 Tips to Create SEO-Friendly Content

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10 tips, plus dozens of new tactics to create SEO-friendly content. Gain expert insights and real-life examples of how adjusting creative content process can boost your effectiveness. by Alok Jain #IRCE2014

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IRCE 2014 Presentation : 10 Tips to Create SEO-Friendly Content

  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_c id=d1012 http://proflowers.com/plants/ Potted-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 Tip #7: Measure
 If you can measure it, you can improve it. 14 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
  15. 15. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain Tip #8: Curate Content 15 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
  16. 16. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 16 ! 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 #9: Be Patient & Persistent! How long will it take to see results? @alokkjain | @ezdia
  17. 17. 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 17 @alokkjain | @ezdia Tip #10: 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.
  18. 18. 10 Proven Tips to Create SEO-Friendly Content #eztips #IRCE Alok Jain 18 @alokkjain | @ezdia Create an Ecosystem! within your content creation process Strategy & Planning Decide on Theme & Topics Create Content Distribution! Re- purpose/ curate 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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