SEO for Content Marketers
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Presentation by Lee Odden at C2C16. SEO is one of the top in-demand skills according to LinkedIn data and is critically important. With today’s increasingly self-directed business buyers, content that is easily found through search is even more crucial and important for marketers. This presentation will cover how smart B2B marketers are integrating SEO with content. Other topics include the importance of mobile and other recent changes with Google that B2B content marketers need to be aware of and SEO best practices.
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SEO for Content Marketers
- 2. #C2C16 @leeodden What Most Content Marketers Do with SEO Image: Shu5erstock Tech SEO Audit. Maybe. Implement 10-20%. Make a List of Keywords Use Keywords: Mtles, copy, links Share on social & wish for links! Review ranking reports & Web AnalyMcs monthly
- 9. #C2C16 @leeodden Customers Can Find Informa7on Anywhere Image: Shu5erstock 50 BILLION 2020 Internet Connected Devices Source: Ericsson
- 10. #C2C16 @leeodden Self Directed Buyers: Looking for Content of the B2B buyer’s journey is complete before a buyer ever reaches out to sales. 70%Source: Pardot
- 11. #C2C16 @leeodden
- 13. #C2C16 @leeodden Become “The Best Answer” Where Buyers Are Looking Image: Shu5erstock
- 14. #C2C16 @leeodden B2B Buyer Journey and Search In Person: Event SmartPhone: View Twi5er, LinkedIn Search Company: Visit website Connect on LinkedIn Subscribe to Newsle5er Receives follow up Search the person Search the company Search the soluMons topic Download guide via Newsle5er CTA Search soluMons topic Search compeMtors See ads Receive nurture communicaMons Contacts company Trial, Demo Evaluate OpMons Search for Reviews Search the company Search soluMons topic Purchase
- 15. #C2C16 @leeodden Content: The More the BePer! Image: Shu5erstock Right???
- 16. #C2C16 @leeodden Content Marke7ng Tac7cs § Advertorial § Blogging § Case Studies § Crowdsource § Curate § Digital Newsle5ers § eBooks § Email § InteracMve Games § Images & Infographics § InteracMve Tools § Microsites § Mobile ApplicaMons § Mobile Content • News Release • Online Magazines & Apps • Podcasts • Print Magazines • Print Newsle5ers • Real-World Events • Research & Surveys • Social Content • Teleclass & Telecasts • TradiMonal Media • Videos • Virtual Conferences • Webinars • Wikis • White Papers Image Source: Shu5erstock hSp://tprk.us/30cmtac?cs
- 17. #C2C16 @leeodden BUT… Are they Integrated?
- 19. #C2C16 @leeodden Is What’s Good for Google, Good for Search Engine Users?
- 21. #C2C16 @leeodden Panda – Google Defines Content Quality § Would you trust the informa7on presented in this ar7cle? § Is this ar7cle wriPen by an expert or enthusiast who knows the topic well, or is it more shallow in nature? § Does the site have duplicate, overlapping, or redundant ar7cles on the same or similar topics with slightly different keyword varia7ons? § Would you be comfortable giving your credit card informa7on to this site? § Does this ar7cle have spelling, stylis7c, or factual errors? § Are the topics driven by genuine interests of readers of the site, or does the site generate content by aPemp7ng to guess what might rank well in search engines? § Does the ar7cle provide original content or informa7on, original repor7ng, original research, or original analysis? § Does the page provide substan7al value when compared to other pages in search results? § How much quality control is done on content? § Does the ar7cle describe both sides of a story? § Is the site a recognized authority on its topic? § Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don't get as much aPen7on or care? § Was the ar7cle edited well, or does it appear sloppy or has7ly produced? § For a health related query, would you trust informa7on from this site? § Would you recognize this site as an authorita7ve source when men7oned by name? § Does this ar7cle provide a complete or comprehensive descrip7on of the topic? § Does this ar7cle contain insigheul analysis or interes7ng informa7on that is beyond obvious? § Is this the sort of page you'd want to bookmark, share with a friend, or recommend? § Does this ar7cle have an excessive amount of ads that distract from or interfere with the main content? § Would you expect to see this ar7cle in a printed magazine, encyclopedia or book? § Are the ar7cles short, unsubstan7al, or otherwise lacking in helpful specifics? § Are the pages produced with great care and aPen7on to detail vs. less aPen7on to detail? § Would users complain when they see pages from this site?
- 22. #C2C16 @leeodden Understand search queries as natural language “Pizza restaurants Chicago” vs. “What is the best place to find and eat Chicago deep dish style pizza?” Hummingbird – Algorithm Overhaul SEO SoluMon? Create content that answers users queries rather than just trying to rank for a parMcular keywords.
- 23. #C2C16 @leeodden RankBrain – Goodbye Algorithm
- 24. #C2C16 @leeodden Think: What QuesMons Do Your Customers Need Answered In What Channels In Order to Buy? awareness interest consideration purchase advocacy Image: Shu5erstock
- 25. #C2C16 @leeodden Photos: Shu5erstock Discover Consume $$$ Act Content & SEO Based on Buyers
- 26. #C2C16 @leeodden Your Brand Story / USP USP USP USP USP USP USP SEO/SEM Social Networks Content Marketing Industry Media & News AdvertisingCreate Consistent Topic Credibility Wherever Your Customers Are Influencers Image: Shu5erstock
- 27. Buying Cycle Keywords Social Topics Content Type Awareness broad trends blog, webinar, social Interest category invesMgaMve video, white paper Considera?on comparison demos feature comparison, reviews, case study Purchase transacMonal referrals buyer guide Reten?on Mps best pracMces FAQ, how to, support Advocacy supporMng parMcipaMon buyer community Buyer – “Stan” • Pain Points • Goals • Interests • Triggers to Buy Balance Topic Demand/Relevance with Buyer Stage to Inform Content Topics Buyer Insights > Keyword & Topic Research > Content Crea?on & Op?miza?on
- 28. #C2C16 @leeodden Top Page Quality Factors § Leverage keywords/topics in 7tles to inspire clicks) § Include page features that increase engagement (interac7ve, visual) § Provide comprehensive content on specific topics – be the best answer! § Cover related topics as well § Engage your networks for social sharing – influencers! § Op7mize for Google AND people Image: Shu5erstock
- 29. #C2C16 @leeodden Mobile SEO is a MUST Test Your Site: h5ps://goo.gl/vSXl5S • Create a GA custom dashboard for mobile • Use mobile filter in Google Keyword tool • Review mobile search traffic in GA • Make sure your mobile pages load FAST • Avoid intersMMals – pop-ups on mobile • Make sure all content plays on mobile • Make sure redirects work in mobile B2B Mobile SEO Tips: h5p://tprk.us/mobileb2bdg
- 30. #C2C16 @leeodden Topic Research • Customer Research • Contact Forms • Internal Search Queries • Web AnalyMcs • Google Search Console • Google Trends • CompeMMve: SEMRush h/t paddy moogan
- 33. #C2C16 @leeodden Map Keywords to Content & Buyer Stage Download XLS at: h5p://tprk.us/keyedcal
- 35. #C2C16 @leeodden Feed the Buyer’s Need for Answers h/t searchmetrics Text Images Video InteracMve QuesMons Problems Pain Points
- 36. #C2C16 @leeodden Social Research for Links - BuzzSumo • Export to CSV • Sort by domain for gross shares • Filter by author • Pitch arMcles!
- 37. #C2C16 @leeodden § Google Search Console / Bing Webmaster Tools – Site analysis § searchmetrics – comprehensive SEO suite § Google Keyword Planner / Bing Keyword Research Tool – Research topics § Ubersuggest / keywordtool.io – Autocomplete keyword research § Google Analy?cs – Measure & op7mize performance § SEMRush – Compe7tor keywords & PPC ads, links, SEO sugges7ons § Screaming Frog SEO Spider – Site crawler, internal links § BuzzSumo – Social search engine for content idea7on, authors, link research § Majes?c SEO – Advanced link research & monitoring § RavenTools / Moz – All in on SEO program management for SMBs SEO Tools
- 38. Content Planning Audits Program Implementation Attraction & Promotion Performance Optimization TopRankMarketing.com Customer Segments Inform Personas Map Topics/Keywords to Buying Cycle Influencer Research & Mapping Optimized Content Plan (New): Site, Blog, Social Profiles & Networks Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides) Content Amplification Social Profile Alignment: Messaging, Keywords Social Media Influencer Outreach Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr Blog Optimization: Search, Social Shares Social Network Engagement Social Channel Promotions SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links Keyword Audit, Difficulty & Glossary Content & Digital Assets Audit Tech SEO Audit External Link Audit Social Media Audit Competitive Audit Internal and External Influencer Advocates Keyword Mapping to Content Content Creation, Influencer Co-Creation, Curation, Repurposing Content Optimization WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links External Link Signal: Acquisition, Reclamation, Disavowal Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs Identify program objectives Research market, competition, current situation Develop integrated strategy Research audience goals Define target audience segments Research topics, keywords, messaging themes Research & Strategy
- 39. #C2C16 @leeodden B2B Content SEO Skills The Digital Marke?ng Rule Book. Change or Perish. kaushik.net/avinash/2015-digital-markeMng-rule-book/ Avinash Kaushik @avinash Digital MarkeMng Evangelist Google “You can no longer be good at just one thing, or two. It is a 10-thing world now.”
- 40. Adap7ng to SEO Can Seem Scary
- 41. We Can Do This!