2. About Me: Mindy Weinstein
• SEO Manager at Bruce Clay, Inc.
• Trainer of SEOToolSet courses
• Published author
• Former business professor
• Marketing for 10 years and SEO for 6+
• Connect with me!
– @mindydweinstein
– www.linkedin.com/in/mindydweinstein
– plus.google.com/+MindyWeinstein/
5. “The most basic of all human needs is
the need to understand and be
understood. The best way to
understand people is to listen to
them.” — Dr. Ralph Nichols
6. Listen to Your Audience
• Learn everything you can about your target
audience
• Plan to write about topics and answer questions
your audience cares about
• Content must show that you understand what your
prospects or customers want and/or need to hear
• Be empathetic
8. Listen to Your Audience
• Know the answers to these questions:
– What does your audience want or need?
– What do they expect?
– How can your website help them?
– What are you trying to accomplish with your content?
Listening + Understanding = Great Content
10. Listen to Your Audience - TOOLS
• Social Media: Get insight into your audience
• Surveys: Obtain comments and feedback (Survey
Monkey)
• Customer Service: Hear from the front line
• Focus Groups: Discover perceptions
• Conversation: Reach out to your existing customers
12. Research Your Keywords
• How will people find your content?
– Determine what keywords to use
• Target the right words—intent, query
volume...
• Know the demographics behind the keywords
• Don’t forget associated words
13. Research Your Keywords - TOOLS
• Brainstorm – the old school way
• Bing Ads Intelligence: http://bit.ly/1uVYgaQ
• Keyword Tool I/O: http://keywordtool.io/
• Soovle: http://soovle.com/
• KSP Tool: www.seotools.com/ksp-tool/
14. Research Your Keywords - TOOLS
• Google AdWords Keyword Planner:
https://adwords.google.com/KeywordPlanner
• Google Trends: http://www.google.com/trends/
• Google Instant: discover real-time query volume
16. Create Your Blueprint
• Each keyword is different
• What is the intent?
• Know what the search engines are rewarding
– Review the top ranked pages
• Determine the normal behavior of the population
• Title, description, body content—how many words
should you use?
17. Create Your Blueprint - TOOLS
• Page Analysis Tools
– SEOToolSet Singe Page Analyzer:
http://www.bruceclay.com/seo/search-engine-optimization.
htm
– Internet Marketing Ninjas On-Page Optimization Tool:
http://www.internetmarketingninjas.com/seo-tools/
free-optimization/
– WooRank Website Review: http://www.woorank.com/
• Microsoft Word and Excel
22. Develop Magnetic Content
• Stay focused on your audience—incorporate the You
attitude
• Answer the question of “why?” Why should you listen?
Why should you care? Why was this message even
created in the first place?
• Use the appropriate tone and messaging
• Engage and connect!