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Plank Breakfast Club
12 August 2014
yncing SEO & Content Strategies
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Syncing SEO & Content
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Breakfast Club
Overview
• Intro to SEO
• Keywords Research
• Content Strategy
• Keyword Narrative
o Editorial Planning
o Content Seeding
o Interlinking

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Syncing SEO & Content
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Who Am I?
• Founder of Socialed Inc.
• Recovering Agency Hack
• Blogger
o @gypsybandito
o @acquisio
o @revenews
• Search & Social Since 2005

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Syncing SEO & Content
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INTENTIONAL
TARGETING

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Syncing SEO & Content
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SERP Click-Through-Rates

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Syncing SEO & Content
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Source: Chitika 2013
Search Ranking Click Through Rate
1 32.5%
2 17.6%
3 11.4%
4 8.1%
5 6.1%
6 4.4%
7 3.5%
8 3.1%
9 2.4%
10 2.6%

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Challenge & Opportunity
Top 5 Results Get >75%
of Clicks

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SEO = Medium- to Long-Term Strategy

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Syncing SEO & Content
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3 Facets of SEO

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SEO 101
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Breakfast Club
Indexation
• Removing any barriers to search crawlers indexing
all pages on your site
Relevance
• Mapping site architecture to semantic verticals to
reach ideal relevancy on targeted terms
Popularity
• Balance the quantity, quality, & regularity of your
backlink profile to maximize popularity

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SEO 101
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RELEVANCE
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Keyword Research

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Relevance – Keyword Research
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What Why
• A relevant selection of the best
combinations of keywords for your site
and industry
•To understand where your site traffic
to your web site
•To understand which keywords have
best search volume & conversion
potential
How
• With search volume data provided by
Google Keyword tool and other tools
• List of best keywords associated with
themes and sections/sub-sections/pages
of your pages
• Full list of keywords with search volume
data, separated by themes
• A suggested sitemap with URLs, meta
descriptions, page titles & targeted
keywords to optimize to all associated
pages
Deliverables

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Relevance – Keyword Research
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Breakfast Club
Free Tools
• Google Adwords Keyword Tool
• Google Analytics
Google Adwords Keyword Tool
• Search Volume
• Average CPC

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Relevance – Keyword Research
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Keyword Data
Keywords Search Volume Avg. CPC
content marketing 12,100 $19.96
inbound marketing 8,100 $23.56
content strategy 2,400 $16.18
what is content marketing 1,900 $19.18
what is inbound marketing 1,300 $13.20

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Relevance
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Onpage Optimization

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Relevance – On Page SEO
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The 3 Basics
• Page Titles
• Meta Descriptions
• Copy & Content

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Relevance – On Page SEO
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Page Titles – 65 Characters

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Relevance – On Page SEO
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Meta Descriptions: 150-160 Characters

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Relevance – On Page SEO
Breakfast Club
Page Title
• 65 Characters
• 1-2 Keywords + Brand Name
Meta Description
• 150-165 Characters
• Marketing Copy
• Call-to-Action
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Relevance – On Page SEO
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Page Copy / Content
• Unique Content
• 300 words min (suggested)
• 1.6% Keyword Density
• Header Tags (H1, H2, H3)
• Bullet Lists

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SEO Benefits of Blogging
• Authorship Mark-Up
• Updated Content
o Posts, Comments, etc.
• Structured Content
o Categories, Tags, Users, RSS Feed, etc.
• Interlinking
oPosts
oCategory Blurbs
oAuthor Bios

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Syncing SEO & Content Strategy
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Keyword Narrative

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Syncing SEO & Content Strategy
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Editorial Calendar
• Category Taxonomy
o Product / Service Related
• Keyword Research
o Category Verticals
o Proportional Search Volume
o Content Distribution
o Brainstorming

26.
Questions
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Onpage SEO & Copywriting
T F ???
CT Moore
ctmoore@socialed.ca
@gypsybandito