LandUp: Content, Keywords and SEO

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Presentation given for the LandUp conference on 11/9/12

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  • Get Ready for an editorial calendar explosion
  • Doesn’t mean you’ll be less busy. In fact you’ll be inundated with content opportunities. HOW FUN IS THAT!
  • LandUp: Content, Keywords and SEO

    1. 1. Content, Keywords and SEOAndy Crestodina@crestodina
    2. 2. The BigPicture…
    3. 3. Traffic: Social, Email, Search
    4. 4. Content Strategists… “Achieve business goals bymaximizing the impact of content.” Source: Contentini
    5. 5. SalesyHelpful!
    6. 6. “Focus on the core problem yourbusiness solves and put out lots ofcontent and enthusiasm, and ideasabout how to solve that problem.” - Laura Fitton
    7. 7. “I urge you to start writing content thatactually is either 1) actionable, 2) a strong opinion, or 3) proven to some degree.” -Bill Sebald
    8. 8. Whatdo they want to read?
    9. 9. Obvious, right?
    10. 10. Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening
    11. 11. Topics: Google Suggest
    12. 12. Topics: Google Keyword Tool
    13. 13. Topics: Analytics
    14. 14. Topics: LinkedIn Answers
    15. 15. Topics: Quora.com
    16. 16. Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
    17. 17. Source: Ann Handley
    18. 18. Source: Ann Handley
    19. 19. Choose your words “Don’t think OF the market ….think AS the market” Source: Social Triggers
    20. 20. Howshould you sound?
    21. 21. Source
    22. 22. Choose your wordsLatinate Words Anglo-Saxon Words- More formal - Less formal- Longer (polysyllabic) - Short (often monosyllabic)- Fancy, proper - Forceful, directExamples Examplesacquire, transmit, constru get, send, build, stop, put, mct, resist, deposit, imitate, ock, setdetermined
    23. 23. Choose your wordsLatinateWould you do me the honor of introducingme to this female acquaintance of yours?Anglo-SaxonHey, that girl you were talking to is hot!Take me to her, will you?
    24. 24. Choose your words Write like an 8th grader! …but don’t dumb it down
    25. 25. SEO has 3 parts
    26. 26. How Search Engines WorkSource: SEOmoz, 2011 Search Engine Ranking Factors
    27. 27. How Search Engines WorkSource: SEOmoz, 2011 Search Engine Ranking Factors
    28. 28. SEO (over) simplifiedLinks = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant to
    29. 29. How to choose keyphrases
    30. 30. 3 Criteria for Choosing Keyphrases
    31. 31. Search VolumeTextResource: Google Keyword Tool
    32. 32. Search TrendingResource: Google Insights
    33. 33. RegionalInterestResource: Google Insights
    34. 34. CompetitionCompetition is high if the sites on page one…• Are famous (wikipedia, etc.)• Have title tags that begin with the keyphrase• Lots of AdWords ads• Have a higher domain authority than you* *see Open Site Explorer
    35. 35. CompetitionLook out for universal search results• Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• News
    36. 36. RelevanceText
    37. 37. How to usekeyphrases
    38. 38. On-Page SEO• Once at the beginning of the title <title>• Once in the first header <h1>• Four to six times in the body of the page• In links on other pages that link to the page.
    39. 39. More Internal Linking
    40. 40. Thank you!Andy Crestodina@orbiteers #wineweb
    41. 41. Wheredoes this content come from?
    42. 42. Source: Deana Goldasich

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