Victoria Edwards provides a 4 step guide to optimizing blog content: 1) Don't isolate content across platforms, 2) Optimize blogs through sidebars, calls to action, images and author pages, 3) Focus internal efforts by training editorial, IT and social media teams, 4) Promote content aggressively on social media and internally, and 5) Repurpose content across different formats like blogs to eBooks or slideshows to videos to extend reach. The document includes tips for each step and examples of how to implement optimizations and promotions.

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Victoria Edwards
Marketing Manager
4 Steps to Making
Your Blog Content Work
Better For You
@TallChickVic

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Who am I?
@TallChickVic

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Overview
1. Don’t Isolate Your Content
2. Optimize Your Blog
3. Focus Efforts Internally
4. Promote, Promote, Promote
5. Repurpose Content
This is a random picture of my dog, Ozzie
@TallChickVic

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1. Don’t Isolate Your Blog Content
@TallChickVic

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Don’t Isolate Your Content
@TallChickVic

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2. Optimize Your Blog!
Optimize Your Sidebar
Use Call to Actions
Use the Right Plugins
Put Effort into Your Images
Have an Author Page
Do Research on Categories
@TallChickVic
This is a random picture of my dog, Louie

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Have a Sidebar!
@TallChickVic

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Optimize Sidebar
@TallChickVic

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Things to Have in Your Sidebar
@TallChickVic
Social Media Buttons
Categories
About the Authors Page
Calls To Action

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Types of Call to Actions
Email Signup
Feedback Boxes
Downloadable Forms/eBooks
Promote Campaigns
@TallChickVic

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Use the Right Plugins
Scribe
Yoast
WP Touch
@TallChickVic

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Put Effort into Your Images
Take the time to create, find, and optimize your
images
@TallChickVic

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Why Optimize Your Images?
Americans with Disabilities Act (ADA)
Requires that businesses and nonprofit services providers make
accessibility accommodations to enable the disabled public to
access the same services as clients who are not disabled. This
includes electronic media and web sites.
@TallChickVic

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Google Imagepocalypse
What do I do now?
http://www.definemg.com/how-googles-image-search-update-killed-image-seo/

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How to Optimize Your Images
Focus on keywords
Make image filename keyword friendly
Use alt parameters (2 to 4 words)
Make sure your image sizes are not too big!
@TallChickVic
http://bit.ly/test-page-speed

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Have an Authors Page
Gives More Human Connection to Your Content/Site
Gives Your Blog Authority
Google News Requires It
@TallChickVic

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Google AuthorRank
"Within search results, information tied to verified
online profiles will be ranked higher than content
without such verification, which will result in most
users naturally clicking on the top (verified) results.”
~Eric Schmidt,
Google Executive Chairman
@TallChickVic

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REL=AUTHOR TAGS
“HOW TO USE REL=AUTHOR TAGS FOR SEO” by
Chris Penn
http://bit.ly/chris-penn-author-seo
Gets your picture/account under articles you write
Stands out & more credible
@TallChickVic

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Do Research on Categories
What keywords am I trying to target?
Will it make sense to my customer?
How much content will be created around this
category?
http://bit.ly/seo-categories
@TallChickVic

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SEO is Part of Everyone’s Job, so Train Everyone!
3. Focus Efforts Internally
@TallChickVichttp://www.flickr.com/photos/askmanny/1205403707/

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Focus Efforts Internally
Break Down the Walls of the Departments
@TallChickVic

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Focus Efforts Internally
Train Your Editorial Team
Train Your IT Department
Train Your Social Media Team
@TallChickVichttp://www.flickr.com/photos/joel_nilsson/5357741691/

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4. Promote, Promote, Promote
Tweet blog throughout the day/week/month, change
up the tweet’s content
Google+: Use targeted keywords in status update
Linkedin: Share in Industry Groups or Update Status
@TallChickVic

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Promote in Social - Twitter
Title + Blog image + Link + Hashtag

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Promote in Social – Facebook
Text + Link + Upload Image

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Promote in Social – Google+
Use keywords in status updates
Google sees it as anchor text
@TallChickVic

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Promote Internally
Network Internally - Employees are Your Customers
Too!
Email Various Departments of Recent Content
Share on Intranet
@TallChickVichttp://www.flickr.com/photos/heft_still_images/1235645948/

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5. Repurpose Content
Update Older Content - Change the Date & Keep the
URL the same
@TallChickVic

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Extend Reach of Content
Reach out to Reporters
@TallChickVic

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Repurpose Content
Newsletters -----> Blog
Blog ------> PPT
Blog Series -----> eBook
Slideshare -------> Video
http://bit.ly/repurpose-content-seo
@TallChickVichttp://www.flickr.com/photos/booleansplit/3354317456/

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Thanks!
@TallChickVic
Victoria Edwards
@TallChickVic
victoria.edwards@bcbsfl.com
This is Nemo – Yes, he’s on a diet…