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Webinar: Content & SEO

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Discover why Content & SEO are a match made in digital marketing heaven. Learn how to apply SEO techniques to your content strategy.

Published in: Marketing
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Webinar: Content & SEO

  1. 1. © LEWIS Communications Limited. All Rights Reserved
  2. 2. © LEWIS Communications Limited. All Rights Reserved PRESENTERS nICOLE gRODESKY Director of SEO Hannahbrozek Content Marketing Manager Dustinmcmanus Senior Content Specialist Dustin focuses on content strategy and creation, along with print, digital and multimedia storytelling. He leads the charge in developing and editing strategic editorial content to amplify brand narratives while creating a distinct, relevant tone and voice in order to spread a brand’s story across targeted outlets. Hannah manages both content programs and small organic social accounts. She specializes in holistic content strategy/audits, data-driven pipeline building, real-time insights initiatives, creative organic social campaigns, thought leader persona construction, and Rapid Response content. Nicole has in-depth knowledge around online publishing and SEO. She spearheads the strategic integration of SEO from a content and web development standpoint via her expertise in SEO, content marketing, link building, blogger outreach, local search optimization, lead generation and paid search. 2
  3. 3. © LEWIS Communications Limited. All Rights Reserved • Introduction of presenters • The 101s: Content at LEWIS SEO at LEWIS • How content & SEO work together • The importance of SEO-driven content • Building content programs with SEO tactics • Benefits from a content + SEO marriage • Q&A Webinar overview 3
  4. 4. © LEWIS Communications Limited. All Rights Reserved Content & SEO at lewis
  5. 5. © LEWIS Communications Limited. All Rights Reserved Content at lewis 5 • Analyze data to develop content strategies catering to targeted audiences and their interests • Strategically insert brands into relevant conversations • Creative collaboration between digital + PR • Develop overarching story for clients that translates across various mediums • Craft messages that live and breathe on social, but are format-agnostic • Capture the wider social audience with rapid- response, always-on content
  6. 6. © LEWIS Communications Limited. All Rights Reserved SEO at lewis 6 • Analyze competitive data and trends to develop content strategies focused on SEO best practices, rankings and increasing organic traffic. • Anticipate the future of SEO as new technologies emerge. • Develop new SEO strategies that utilize Google’s best practices and changes to their algorithm. • With the 200+ ranking factors, we take all areas of your website into account.
  7. 7. © LEWIS Communications Limited. All Rights Reserved • Broken Pages • Indexing Status • Sitemap • Page Speed • Canonical Tags Technical Search Engine Optimization 7 • Site Organization / Taxonomy • Categorization • Prioritization • Labeling Site Architecture & Usability • Long-Form Content • Internal Linking • Keyword Research • Title Tags • Meta Descriptions On-Page • Authoritative Backlinks • Detox Toxic Backlinks Off-Page
  8. 8. © LEWIS Communications Limited. All Rights Reserved Making a Match
  9. 9. © LEWIS Communications Limited. All Rights Reserved How Content and SEO Work Together • 3.5 billion Google searches are made every day! • SEO strategy increases your site’s Google search rankings with the goal of getting your content (webpages, blogs, e-books, etc.) onto page one. • Using a holistic approach, we identify low competition keywords for topic modeling and implement an internal linking structure with optimized title tags and meta descriptions. 9
  10. 10. © LEWIS Communications Limited. All Rights Reserved • Organic search is a promotional powerhouse • Google is focused on quality of content (hummingbird update) • SEO informs your content strategy so that content is relevant, targeted and timely • SEO helps content get in front of more people who need to read it the most Why It’s Important to Work Together 10
  11. 11. © LEWIS Communications Limited. All Rights Reserved Competitor Keyword Gap Analysis & Keyword Research How SEO Tactics Can Be Used to Better ContentPrograms 11 Pitching Content / Pipeline Planning • Targeted keyword strategy • Keyword-rich anchor text ladders back to the main category keyword mapping strategy Content Clusters • Content Length • Topic Modeling • Internal Linking • Title Tags • Meta Descriptions On-page Optimizations
  12. 12. © LEWIS Communications Limited. All Rights Reserved Keyword research 12
  13. 13. © LEWIS Communications Limited. All Rights Reserved Content Clusters & Internal Linking 13 Plan out natural internal links to blogs and main category pages with keyword rich anchor text.
  14. 14. © LEWIS Communications Limited. All Rights Reserved Optimizing Content for Users & Google 14 • Compare your content to the competition. • Add relevant keywords for topic modeling. • Write for E.A.T • Expertise • Authority • Trustworthiness
  15. 15. © LEWIS Communications Limited. All Rights Reserved Content CLUSTERS & Internal linking 15 Creating Topical Content Clusters • Build content calendars with similar topics and link to them internally. • Implement a keyword-rich anchor text internal linking strategy that matches your target keywords and pages you are aiming to rank. Sub Topic Sub Topic Sub Topic Sub Topic Topic
  16. 16. © LEWIS Communications Limited. All Rights Reserved The Results
  17. 17. © LEWIS Communications Limited. All Rights Reserved Content for seo LEWIS MasterPowerPoint Template 17 New Content + Keyword Rankings = Organic Traffic
  18. 18. © LEWIS Communications Limited. All Rights Reserved Seo’s Impact: Increase Rankings & Traffic • Based on the CTR study by AWR, CTRs go up based on rank position. Keywords in the top three (1-3) positions have the highest CTR. • By optimizing keywords and improving rank in the 4-20 positions, you can increase your CTRs, thus increasing overall organic traffic and visibility of your site.
  19. 19. © LEWIS Communications Limited. All Rights Reserved Seo’s Impact: Fill that funnel • Achieve greater organic traffic and new users to your site • Determined by keyword search volume, click through rates and rank position. • High-quality content can lead to more social shares and backlinking while increasing your site’s behavior metrics: • Time on site • Pages per visit • Bounce rates • Driving new (cold) traffic through the organic channel to the top of the funnel deepens your cookie pool for retargeting. 19
  20. 20. © LEWIS Communications Limited. All Rights Reserved Thank you
  21. 21. © LEWIS Communications Limited. All Rights Reserved Questions?
  22. 22. © LEWIS Communications Limited. All Rights Reserved Contact Information Nicole Grodesky Nicole.grodesky@teamlewis.com Hannah Brozek Hannah.brozek@teamlewis.com Dustin McManus Dustin.mcmanus@teamlewis.com 22

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