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The Art to the Start Of: Content Optimisation

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Grant Merriel's presentation on the SEO Summit 2016 touching base on the best way to optimize content for searchability and users.

Published in: Marketing

The Art to the Start Of: Content Optimisation

  1. 1. THE ART TO THE START OF: CONTENT optimisation
  2. 2. Hello!I am Grant Merriel - SEO for 8+ Years - Have had thousands of pieces of content written - Had clients ranking on the first page with only content updates - Run and operate multiple businesses
  3. 3. TALK Why are you listening to me
  4. 4. 1. EASY TO FIND CONTENT IDEAS & OPTIMISATION RELEVANCE
  5. 5. 2. INCREASE RANKINGSMain Keywords & Long Tail Keywords
  6. 6. 3. BETTER ENGAGEMENT WITH YOUR AUDIENCE
  7. 7. 4. LEARN FROM THE EXPERTS
  8. 8. INPUT Lets get to know each other
  9. 9. “We are goingto pull back the curtain on our internal processes around SEOContent” *We do not do this for lowcompetition keywords or blog posts
  10. 10. HARDEST Why is SEO Content Optimisation so Hard?
  11. 11. 41%of content marketers say they are generating return on investment from their content http://www.stateofinbound.com/ ONLY
  12. 12. Content Is NOT Sexy NOBODY Talks about It! Content is significantly Undervalued
  13. 13. 51% Of people found the #1 Content Challenge to be: “Lack of Time / Bandwidth to create content” http://www.slideshare.net/hschulze/b2b-content- marketing-report-40688285
  14. 14. DON’T WORRY!You won’t need to master these concets or what they mean or the conceptsbehind them (yet) … as I will show you how to find the solution to all of these issues in just a few easy steps
  15. 15. Competitor Benchmarking Stealing what your competitors havedone Semantic Phrases Crafting phrases forbetter interpretation Entity Salience People, places, associations, etc that areguiltyby association On-Page Links Mastering internal and external links from you content Synonyms Substitute, replacement, alternative, stand-in content Value Add Tactics and concepts that deservehonourablementions
  16. 16. COMPETITOR Stealing what your competitors have done
  17. 17. We can understand a lot about what impacts our keywords rankings by getting data from our competitors
  18. 18. No competitive advantagefollowing everyone else but serious issues if the basics are missed
  19. 19. WHY? Google have alreadyshown us what pages and websites they find most relevant (we just need to find the reasons)
  20. 20. 77% Of marketers will increase content production in the next 12 months http://www.slideshare.net/hschulze/b2b-content- marketing-report-40688285 77% 23% INCREASE CONTENT PRODUCTION YES NO
  21. 21. HOW TO – Analysing Text 1. http://textalyser.net/ 2. Put in your competitors URL's (that are already ranking) 3. Benchmark keyword density against the top 10 4. Benchmark content length against the top 10 5. ALWAYS sit at the lower end of the 'density' within the rankings
  22. 22. HOW TO – Structure 1. http://www.browseo.net/ 2. Open your competitors URL's (that are already ranking) 3. Review the heading text 4. Review image alt tags 5. Review amount of images 6. Review content structure
  23. 23. IDEA If data is inconclusive, expand your search to websites also ranking for closely related keywords
  24. 24. ON-PAGE Mastering internal and external links from you content
  25. 25. × EXTERNAL: Further reading and authorities × INTERNAL: Promoting our pages for keyword targeting
  26. 26. Business owners hate the thought of loosing traffic by linking out to other sites or navigating visitors to pages that do not produce money - so, we can build our authority from this
  27. 27. WHY? Expresses depth of knowledge and associates your content with authoritativenetworks
  28. 28. 67% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago http://www.demandgenreport.com/industry- resources/research/3141-2015-content-preferences- survey-buyers-value-content-packages-interactive- content-.html
  29. 29. Place your screenshot here HOW TO – Books/Author 1. http://www.amazon.com/ 2. Filter by amount of 'Reviews’ 3. Use books in informational categories 4. Select only paperback / hard cover (no Kindle) 5. Find books with ‘Look inside’ option 6. Reference Quotes / Authors / Books / etc 7. NOTE: Can also use Google Books, if needed
  30. 30. HOW TO – Industry Expert 1. http://www.google.com/ 2. Search Operator: [keyword] + inurl:blog 3. Ignore all ranking competitors 4. Reference highly valuable blogs
  31. 31. HOW TO – Research PAPER 1. https://en.wikipedia.org/ 2. Search your keyword / search term 3. Scroll to references section 4. Find any research papers, government funded research, etc 5. NOTE: If you cannot find, look on other relative wikipediapages
  32. 32. HOW TO – Authorities 1. http://www.google.com/ 2. Search Operator: [keyword] + site:.gov 3. Search Operator: [keyword] + site:.org 4. Search Operator: [keyword] + site:.edu 5. Ignore all ranking competitors 6. Reference highly valuable blogs
  33. 33. NOTE We typically have 7 links in our content: • 3 Internal Links • 4 External Links
  34. 34. IDEA Always try to reference location / country relative websites
  35. 35. IDEA Do not only link out to the same pages. Use synonyms, semantic phrases, entities, etc to expand your search
  36. 36. SEMANTIC Crafting phrases for better interpretation
  37. 37. Search engines look into the real meaning of words within a search, when they are placed together Example Search: REDSKIN × AmericanIndian × Football Team × Sunburn × Lollies
  38. 38. SEO’s using their OWN experience and interpretation of a keywordto create Semantic Phrases, instead of databacked research
  39. 39. WHY? If search engines misinterpret the real meaning of the your keywords, you will never rank to the website and contents full potential
  40. 40. Search engines look into the real meaning of words within a search, when they are placed together Example Search: REDSKIN × AmericanIndian × Football Team × Sunburn × Lollies
  41. 41. HOW TO – LSI Research 1. Latent semantic index (finding relationships between terms) 2. http://lsigraph.com/ 3. or http://semantic-link.com/ 4. Enter your keyword / phrase 5. List words and phrases that consistently appear 6. NOTE: Focus on phrasesthat support your keywords
  42. 42. HOW TO – WikipEdia 1. https://en.wikipedia.org/ 2. Search your keyword / phrase 3. Open the keyword 4. Scroll to the bottom of the page to the “Related Links box” 5. NOTE: If these do not appear, look at 'pages linking to this page to help
  43. 43. HOW TO – Keyword Plan 1. https://adwords.google.com/Keyword Planner 2. Select “Search for new keywords” 3. Input and search your keyword / phrases 4. Look for keywords that can be interpreted the same as your keyword
  44. 44. IDEA Want to get serious about Semantic Phrases? http://searchwilderness.c om/semantic-keyword- research/
  45. 45. WORD Substitute, replacement, alternative, stand-in content
  46. 46. Synonyms are words that can be used to replaceother words without loosing the original meaning EXAMPLE: CHICKENCOOP × Chook house × Chickenpen × Chickentractor × Chook enclosure
  47. 47. No searcher references to the same productthe same way
  48. 48. WHY? The English language has the most ‘Synonyms’ out of any language
  49. 49. 70% Of all searches use Synonyms, as outlined by Google http://googleblog.blogspot.com/2010/01/helping- computers-understand-language.html
  50. 50. HOW TO – Wikipedia 1. https://en.wikipedia.org/ 2. Search your keyword / phrase 3. Open the keyword page 4. In sidebar, under 'tools', click 'What links here' 5. Hide 'transclusions' 6. Hide 'links' 7. All that is left are 'redirects’ 8. NOTE: Sometimes "External tools: Show redirectsonly" works
  51. 51. HOW TO – Thesaurus 1. http://thesaurus.com/ 2. http://www.visualthesaurus.com/ 3. Enter each word of the keyword / key phrase separately 4. Find synonyms and merge them into phrases
  52. 52. IDEA For specific phrases WolframAlpha can also be used to assist further
  53. 53. ENTITY Words that are guilty by association
  54. 54. Extracting different ‘entities’ within content to weigh the relevance to a topic (keyword) EXAMPLE: OBAMAChookhouse × Republican Party × FEMA × Boehner
  55. 55. SEO’s typically only look at the information relevant to the targeted keywords– not highly relevant people, places, agencies, reports, associations, etc
  56. 56. WHY? This was what Search Engines implemented to improve on the original form of relevancy scoring (keyword base relevancy)
  57. 57. MOST IMPORTANT! Top SEO’s consistently refer to this as the most important patents Google ever released relating to content writing http://static.googleusercontent.com/media/research. google.com/en//pubs/archive/42235.pdf
  58. 58. HOW TO – Wikimindmap 1. http://www.wikimindmap.org/ 2. Enter the keyword / phrase 3. Expand out all keyareas 4. Look for relevant entities / people / associations 5. NOTE: Use synonyms to find more Entities
  59. 59. HOW TO – Wikipedia 1. https://en.wikipedia.org/ 2. Search your keyword / phrase 3. Open the keyword page 4. Click the 'pages that link to this page' in the left side bar 5. Only view people, agencies, reports, associations, etc that are relative entities 6. NOTE: Use synonyms to further expand your research
  60. 60. IDEA Look through Youtube and competitor websites to find other entities that they reference in their content
  61. 61. ADDING Tactics that deservehonourable mentions
  62. 62. 1. ADD VALUE BY BEING INFORMATIVE
  63. 63. 2. SEARCHES INTENT× Products: Price, compare, for sale, etc × Service: Expert, experience, quote
  64. 64. 3. UNIQUE, INTERACTIVE & RELEVANT IMAGES
  65. 65. 4. SAVE RESEARCH: LINK BUILDING & BLOG POSTS
  66. 66. THANKS!You can find me at: @grantmerriel grant@businessprocess.com
  67. 67. Special thanks to all thepeople who madeand released theseawesomeresources for free: × Presentation templatebySlidesCarnival × Photographs byStartupstockphotos

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