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The Relationship
BetweenSEO &Content
Jennifer Lind, Content Marketing Strategist
March 16, 2016
First,
a test!
The Raspberry Pi:
 A low cost, credit-card sized
computer that plugs into a computer
monitor orTV, and uses a standard
ke...
Which page
can be found
onGoogle’s
Page 1?
Search term:
raspberry pi uses
This is a Press Release
that appeared on UC
San ...
Which page
can be found
onGoogle’s
Page 1?
Search term:
raspberry pi uses
This is a slideshow article
that appeared on Net...
Which page
can be found
onGoogle’s
Page 1?
Search term:
raspberry pi uses
This is an event recap that
appeared on O’Reilly...
#76#107 #7 Winner!
…but why?
Background
Or why I’m talking today…
Why is SEO
important to
me?
A little bit
about me.
Experience APPLYING SEO to Content
 BA from ISU in English Rhetoric &
Professional Communication
...
Primary goal=
audience
experience
You ask:
 What is my central idea?
 Who am I writing for?
 How can I get my message a...
Identifying
search intent
Writing Purpose vs. SEO Purpose
Scientific approach:
 Predictive modeling: a process to create ...
Identifying
search intent
Examples
Identifying
search intent
Writing Purpose vs. SEO Purpose
Informational Commercial
Investigation
Transactional
• Non-trans...
Tie search
intent to
content
priorities
Awareness of a
Problem
Considering a
Purchase
Final Purchase
Decision
Questions Ho...
SEO Ranking Factors
<content-specific>
• https://moz.com/search-ranking-factors
• http://backlinko.com/search-engine-ranki...
#1:Topically
relevant
UC San Diego:
8 results for raspberry pi
Network World:
317 results for raspberry pi
The site covere...
#2:Content
length, media
usage
Longer content ranks. Avg. 1st page
result = 1,890 words.The presence
of even one image imp...
#3: Page-level
social metrics
Quantity and quality of tweeted
links, Facebook shares, Pinterest
links, etc. to the page
In...
#4:SEO terms
found in page
structure
Keyword terms used in scannable
elements (8 second rule)
Influence: 7.87/10
#4:SEO terms
found in page
structure
Keyword terms used in scannable
elements (8 second rule)
Influence: 7.87/10
“8 second...
#4:SEO terms
found in page
structure
Keyword terms used in scannable
elements (8 second rule)
Influence: 7.87/10
“8 second...
Writing
forSEO
 In writing structure, the
biggest factors are
scannable elements:
 Headings
 Bulleted text
 Italics
 ...
Writing
forSEO
2.Think about the content gap and
moving the audience through their
journey.
“Communicate that the business...
SEOTools
To identify opportunities and track results.
Tool: Human
Brain
Interpretation of data.
Uses:
• Connecting dots
• Making sense of it all
(in-site)
Tool:On-
Boarding Doc
Who are you and what do you have to
say?Why would people listen?
Uses:
• Helps determine business’ u...
Tool:Google
Keyword
Planner
Find keyword ideas and view
monthly traffic volume.
Uses:
• Prioritize keyword
opportunities
•...
Tool:Spyfu
Look at client’s competitive
landscape, SEO value, and
keyword rankings.
Uses:
• Analyze results
• Informs focu...
Tool:Google
Analytics
Learn which pages are currently
getting organic traffic.
Uses:
• Traffic by source
• Page-level data...
Tool: Moz
Track rankings, view crawl errors.
New tool for related topics.
Takeaways
Remember these things… if nothing else.
SEO &Content
1. Prioritize content
uniqueness
(and client’s expertise)
2. Blogs are great for
Informational searches,
whic...
What about
social?
 SEO= audience is searching for an answer to their question.
 Social= audience is unintentionally fin...
What about
social?
Thank you!
Questions?
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The Relationship Between SEO & Content

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Why is SEO still important to content marketing and content creation professionals? Because search engines are getting better at optimizing for humans!

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The Relationship Between SEO & Content

  1. 1. The Relationship BetweenSEO &Content Jennifer Lind, Content Marketing Strategist March 16, 2016
  2. 2. First, a test!
  3. 3. The Raspberry Pi:  A low cost, credit-card sized computer that plugs into a computer monitor orTV, and uses a standard keyboard and mouse.  It is a capable little device that enables people of all ages to explore computing, and to learn how to program in languages like Scratch and Python.  It’s capable of doing everything you’d expect a desktop computer to do, from browsing the internet and playing high- definition video, to making spreadsheets, word-processing, and playing games.
  4. 4. Which page can be found onGoogle’s Page 1? Search term: raspberry pi uses This is a Press Release that appeared on UC San Diego News Center: http://ucsdnews.ucsd.edu/pressrelease/sds c_uses_meteor_raspberry_pi_cluster_to_t each_parallel_computing
  5. 5. Which page can be found onGoogle’s Page 1? Search term: raspberry pi uses This is a slideshow article that appeared on Network World: http://www.networkworld.com/article/2290 609/computers/153240-20-cool-things-you- can-do-with-a-Raspberry-Pi.html
  6. 6. Which page can be found onGoogle’s Page 1? Search term: raspberry pi uses This is an event recap that appeared on O’Reilly Community: http://www.oreilly.com/pub/e/2922
  7. 7. #76#107 #7 Winner! …but why?
  8. 8. Background Or why I’m talking today… Why is SEO important to me?
  9. 9. A little bit about me. Experience APPLYING SEO to Content  BA from ISU in English Rhetoric & Professional Communication  TMP Directional Marketing: AM for Local Search Agency  Andersen Windows: Web team of 1. Led content dev for Andersenwindows.com, Stormdoors.com SEO switcheroo  Imation: Digital Content Strategist and CMS Admin on large cross- functional team responsible for marketing-led sales. https://storagetopia.imation.com
  10. 10. Primary goal= audience experience You ask:  What is my central idea?  Who am I writing for?  How can I get my message across?  Does it have a call to action or describe the benefits of following the advice given? Search engines ask:  What is the primary topic?  Does this page match the search intent?  Did the content answer the reader’s question?  Will the reader want to visit the site again? Writing Purpose vs. SEO Purpose
  11. 11. Identifying search intent Writing Purpose vs. SEO Purpose Scientific approach:  Predictive modeling: a process to create a statistical model of future behavior.  Semantic search: a data technique in which a search query aims to not only find keywords, but to determine the intent and contextual meaning of the words a person is using for search. To Disambiguate a term is to clearly differentiate its different meanings, that is to say, find the different contexts in which it can be used. References: https://www.searchenginejournal.com/seo-101-semantic-search-care/119760/ https://www.google.com/insidesearch/howsearchworks/algorithms.html Aspects of search: • Autocomplete: predicts what you might be searching for and understands terms with more than one meaning. • Query understanding: gets to the deeper meaning of the words you type. • Spelling: identifies and corrects possible spelling errors and provides alternatives. • Synonyms: recognizes words with similar meanings. • Universal search: blends content types and personal content into a single unified search result. • User context: provides results based on geographic region and web history.
  12. 12. Identifying search intent Examples
  13. 13. Identifying search intent Writing Purpose vs. SEO Purpose Informational Commercial Investigation Transactional • Non-transactional • Quick answers • Learn information on a topic • Discovering options for future purchases • Find a local business • Make a purchase online • Complete a task “how to learn programming” “raspberry pi projects” “raspberry pi prices” “raspberry pi kits with screens”
  14. 14. Tie search intent to content priorities Awareness of a Problem Considering a Purchase Final Purchase Decision Questions How do I teach my daughter programming? What projects can I do with a raspberry pi? Where can I buy a raspberry pi? Who has the cheapest raspberry pi? ContentTypes • Checklists • Infographics • Educational Content • FAQs • Opinion/commen tary • Customer stories • How tos • Lists • Interviews • Q&A • Reviews, testimonials • Comparisons • Purchasing guides • Calculators
  15. 15. SEO Ranking Factors <content-specific> • https://moz.com/search-ranking-factors • http://backlinko.com/search-engine-ranking
  16. 16. #1:Topically relevant UC San Diego: 8 results for raspberry pi Network World: 317 results for raspberry pi The site covered a topic in-depth. Influence: 7.87/10
  17. 17. #2:Content length, media usage Longer content ranks. Avg. 1st page result = 1,890 words.The presence of even one image improves rankings significantly. Influence: 6.57/10
  18. 18. #3: Page-level social metrics Quantity and quality of tweeted links, Facebook shares, Pinterest links, etc. to the page Influence: 3.98/10
  19. 19. #4:SEO terms found in page structure Keyword terms used in scannable elements (8 second rule) Influence: 7.87/10
  20. 20. #4:SEO terms found in page structure Keyword terms used in scannable elements (8 second rule) Influence: 7.87/10 “8 second rule”
  21. 21. #4:SEO terms found in page structure Keyword terms used in scannable elements (8 second rule) Influence: 7.87/10 “8 second rule”
  22. 22. Writing forSEO  In writing structure, the biggest factors are scannable elements:  Headings  Bulleted text  Italics  Images 1.You can improve SEO optimization and readability by adding scannable elements. Reference: http://contentmarketinginstitute.com/2016/01/improve-page-ranking-keyword/ https://moz.com/learn/seo/on-page-factors
  23. 23. Writing forSEO 2.Think about the content gap and moving the audience through their journey. “Communicate that the business has a broad view of the problem at hand and deep insights into how to solve it” - Terms related to the competitive landscape - Terms with semantic relation - Terms that indicate community membership (speak their language)Reference: http://contentmarketinginstitute.com/2016/03/future-content-rankings/ Informational Commercial Investigation Transactional • Non-transactional • Quick answers • Learn information on a topic • Discovering options for future purchases • Find a local business • Make a purchase online • Complete a task “how to learn programming” “raspberry pi projects” “raspberry pi prices” “raspberry pi kits with screens”
  24. 24. SEOTools To identify opportunities and track results.
  25. 25. Tool: Human Brain Interpretation of data. Uses: • Connecting dots • Making sense of it all (in-site)
  26. 26. Tool:On- Boarding Doc Who are you and what do you have to say?Why would people listen? Uses: • Helps determine business’ unique area of expertise (core content) • Helps define audience’s potential needs DRAFT
  27. 27. Tool:Google Keyword Planner Find keyword ideas and view monthly traffic volume. Uses: • Prioritize keyword opportunities • Topic generation
  28. 28. Tool:Spyfu Look at client’s competitive landscape, SEO value, and keyword rankings. Uses: • Analyze results • Informs focus of keyword research
  29. 29. Tool:Google Analytics Learn which pages are currently getting organic traffic. Uses: • Traffic by source • Page-level data • Reader behavior
  30. 30. Tool: Moz Track rankings, view crawl errors. New tool for related topics.
  31. 31. Takeaways Remember these things… if nothing else.
  32. 32. SEO &Content 1. Prioritize content uniqueness (and client’s expertise) 2. Blogs are great for Informational searches, which is content often missing from clients’ sites 3. Add structure for search engines and scanners (8 second rule) 4. Answer the reader’s question, but also think about the questions they will have next (content gaps) 5. Keywords matter, but people matter more
  33. 33. What about social?  SEO= audience is searching for an answer to their question.  Social= audience is unintentionally finding information shared by their network.  Good content considers both. Good content
  34. 34. What about social? Thank you! Questions?

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