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1 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
2 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
About Presenters
Ajay Rama
SVP, Products, iQuanti
Notable Work: Built ALPS – Patented, Award winning
enterprise SEO platform that makes SEO predictable
Experience: 20+ years of experience in Marketing
Analytics, Data Science and Data warehousing.
Companies: Currently with iQuanti, earlier had
developed products for iFlex, Oracle, and AOL
Apoorv Gadwal
Director, Products, ALPS
Notable Work: Key- member spearheading the development of
ALPS Platform. Responsible to envision and develop cutting-
edge features in ALPS.
Experience: 14+ years of experience in Digital Marketing,
SEO, and Product Management.
Companies: Has been with iQuanti for 7+ years. Earlier, as a
marketer Apoorv helped in scaling e-commerce business.
3 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What is this Webinar About?
• Factors that make up optimized content
• Keyword and Intent targeting
• Content comprehensiveness and Structure
• Content Optimization
• Content Experience
• SEO Optimization and challenges
• Monitor page performance and maintain ranks
• Key Takeaways
… and What its Not?
• SEO and Content strategy building
4 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Factors that Make an Optimized Content
5 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Primary Organic Search Factors and The Role of Content
Content
Weightage Content Relevancy Match
~ 40%
Content focused intent, match
demand query
Authority
Weightage Topically Authoritative
~45%
Inbound links, clean profile, negative
removed
Technical
Weightage Technical Parameters
~15%
Page speed, crawl readability, error
free
Organic Search
Factors
Insights into Google
Algorithm using ALPS
On an average, content
parameters carry 40-45%
weightage in search
algorithm rankings
6 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What Goes into a Highly Optimized Content?
Keyword and Intent
Targeting
Content
Comprehensiveness
and Structure
Content
Experience
Content
Optimization
7 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What Goes into a Highly Optimized Content?
Keyword and Intent
Targeting
Content
Comprehensiveness
and Structure
Content
Experience
Content
Optimization
8 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Keyword Selection
STEP 2 : Qualify
Qualify keywords with demand metrics like search
volume
STEP 3 : Classify
Classify into the primary and secondary keywords for
the topic
STEP 4 : Define Type
Define the type of page that is needed for the topic –
core page, supporting page, and related page.
STEP 1 : Identify
Identify keywords related to a topic using tools like
Google keyword planner
9 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Example of Good Keyword Selection
Core Page
Online Savings
Account
SV – 12.1 K
PAGE: HIGH INTEREST SAVINGS ACCOUNT
KEYWORD: ONLINE HIGH INTEREST SAVINGS
ACCOUNT
SEARCH VOLUME: 1.6K
Supporting
Page
PAGE: RATES AND FEES
PRIMARY KEYWORD:
ONLINE SAVINGS ACCOUNT RATES
ONLINE BANK SAVINGS ACCOUNT RATES
ONLINE BANK SAVINGS ACCOUNT INTEREST RATES
SECONDARY KEYWORD:
CURRENT ONLINE SAVINGS ACCOUNT RATES
TYPICAL INTEREST RATES ONLINE SAVINGS ACCOUNT
SEARCH VOLUME: 5.2K
Supporting
Page
PAGES: HOW TO OPEN SAVINGS BANK ACCOUNT ONLINE
CONTENT FORM: BLOG
KEYWORD: HOW TO OPEN A SAVINGS ACCOUNT ONLINE
SEARCH VOLUME: 210
PAGE: BEST ONLINE SAVINGS ACCOUNT
KEYWORD: BEST ONLINE SAVINGS ACCOUNT
SEARCH VOLUME: 14.8K
Supporting
Page
Related
Page
PAGES: WHAT IS ONLINE SAVINGS BANK ACCOUNT
CONTENT FORM: BLOG
KEYWORD: WHAT IS ONLINE SAVINGS ACCOUNT
SEARCH VOLUME: 170
10 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What Goes into a Highly Optimized Content?
Keyword and Intent
Targeting
Content
Comprehensiveness
and Structure
Content
Experience
Content
Optimization
11 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Comprehensiveness, Structure, and In-Topic Research
▪ Semantically relevant sub-topics
▪ A defined hierarchy for your content
▪ Context specific visuals
▪ Statistics to quote along with sources
▪ Identify the intent(s) the page should address
▪ Content Depth: The depth in which the content
should address the subject
▪ Content Diversity: The sub-topics that needs to be
covered by the content.
▪ Content Type: Core, Supporting and Related etc.
Considerations for Comprehensiveness
Considerations for Structure
▪ Types of ranking competitors
▪ H2’s/H3’s used by competitors
▪ Users’ questions around the topic
▪ Phrase Usage
▪ Readability level
▪ Article length
▪ Explanation of concepts
▪ Visual aids
▪ Statistics
In-Topic Research
12 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
• Complete overview of the topic
• Answer all the broad queries that do not need in-depth explanation
• Include brief answers to queries that need details & pass a link to the supporting page
• List similar or related articles, based on logical next step for the user
Considerations for Core Content
13 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
• Detailed explanation for the user query
• “What/Who/Where is [X]?” is immediately answered
• Supporting Data and Details
• Provide very specific steps if it’s an action-oriented query
• Include plenty of examples close to real life scenarios that users can relate to
Considerations for Supporting and Related Content
14 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Content Research Example
Sample Content Brief from ALPS
All elements
needed for an
optimized
content structure
Relevance scores
to benchmark
and maximize
performance
15 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What Goes into a Highly Optimized Content?
Keyword and Intent
Targeting
Content
Comprehensiveness
and Structure
Content
Experience
Content
Optimization
16 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Optimization: Best Practice for Each Element
Attribute Best Practices
URL • Optimized for primary keyword
Page Title • Optimized for primary keyword
Meta Description
• Capture all important sub-topics.
• Usage of product benefits to improve CTR.
H1 • Include a literal portion of the primary keyword
H2
• Cover all semantically related subtopics discovered in topic research
• Need not include the literal primary keyword
H3
• Primarily used to build progressive movement through the piece
• Bullets to improve scannability of the page
Body Copy
• Write, directly and clearly, to respond to the topics your h2s provide
• Consider every sentence as valuable on its own, it has a better chance of answering some of the long-tail queries that we
can’t really optimize content for
• Avoiding redundancies increases the strength of your original concepts.
Image Alt • Ensure Alt Tags explains the content and matches user intent
Internal Links
• Leverage existing content to reference
17 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What Goes into a Highly Optimized Content?
Keyword and Intent
Targeting
Content
Comprehensiveness
and Structure
Content
Experience
Content
Optimization
18 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Optimization: Content Experience
Accessibility
UX and
Trust
CTA
Building Blocks of
Optimized Content
Experience
• Positioning
• Clarity
Call to Action
• Include relevant widgets
• Author details to build trust
• References and sources for
statistics
User Experience and Trust
• In-page navigation for
detailed articles
• Visuals that help engage the
user
• Include tables and formatted
comparisons
• Display related content
Accessibility
19 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Optimization Challenges and ALPS Advantage
20 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Audience Poll
What is your most pressing optimization challenge?
A. Understanding gaps in my content
B. Figuring out why competition is ranking higher
C. Optimizing a page for multiple keywords
D. It takes too long to understand the ranking impact of content changes
21 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Optimization Challenges and Advantage with ALPS
• How do we know if our content is
optimized enough?
• How do you ensure that the page
is optimized for all target
keywords?
• How can we know that we have
outperformed competitors?
• Which variation of text could
perform well?
• Have we covered the various sub-
topics with sufficient depth?
• Are there still gaps/opportunities
for my content?
Challenges
• Understand how comprehensive is
your content for the targeted topic
• Benchmark against competitive
scores
• Predict your content’s performance
on the SERP
• Make content optimization as an
integral part of your writing process
ALPS Advantage
22 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Example of ALPS Content Simulation - Benchmarking
Source: ALPS
23 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Example of ALPS Content Simulation – Performance Prediction
By optimizing content and on-page elements - title, meta description, H1 and
H2, we see positive impact in relevance (on page scores)
ALPS Simulation Benefits:
˃ Removes Guesswork
˃ Prioritizes Initiatives
˃ Protects Content Mistakes
24 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Monitor Page Performance and Maintain Ranks
25 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Performance Monitoring
What to Track ?
• Visibility on SERP
• Competitor footprint
• Change in keyword landscape
• Impact of trends on your topic
• New/updated statistics
• Presence of new competition
Action Items
• Monitor content gaps with existing and
new competitors
• Keep track of competitor’s content
• Identify new keywords that
competitors rank for
• Repeat keyword research for the topic
at frequent intervals
• Refresh your content to keep it up to
date, helpful, and relevant
26 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Takeaways
27 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Takeaways
• Target primary and secondary keywords to ensure you don’t end up with gaps in your content
• Comprehensive in-topic research is necessary to achieve intent, depth and diversity
• A good content structure ensures optimized content from the beginning, not as an afterthought
• Benchmark with top ranking pages to understand if you stand a chance to rank
• In-Depth and exhaustive topic research
• Scores to measure and benchmark Content
• Simulate to maximize ranks
• Monitoring of content, links, and ranks
• Automated and Comprehensive Content Brief to create right content *
Platform Features to Help you Win Higher Ranks
* In Beta Stage
28 This document and the information in it are provided in confidence, and may not be disclosed to any third party.

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How to-create-and-optimize-content-for-higher-google-rankings

  • 1. 1 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
  • 2. 2 This document and the information in it are provided in confidence, and may not be disclosed to any third party. About Presenters Ajay Rama SVP, Products, iQuanti Notable Work: Built ALPS – Patented, Award winning enterprise SEO platform that makes SEO predictable Experience: 20+ years of experience in Marketing Analytics, Data Science and Data warehousing. Companies: Currently with iQuanti, earlier had developed products for iFlex, Oracle, and AOL Apoorv Gadwal Director, Products, ALPS Notable Work: Key- member spearheading the development of ALPS Platform. Responsible to envision and develop cutting- edge features in ALPS. Experience: 14+ years of experience in Digital Marketing, SEO, and Product Management. Companies: Has been with iQuanti for 7+ years. Earlier, as a marketer Apoorv helped in scaling e-commerce business.
  • 3. 3 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What is this Webinar About? • Factors that make up optimized content • Keyword and Intent targeting • Content comprehensiveness and Structure • Content Optimization • Content Experience • SEO Optimization and challenges • Monitor page performance and maintain ranks • Key Takeaways … and What its Not? • SEO and Content strategy building
  • 4. 4 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Factors that Make an Optimized Content
  • 5. 5 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Primary Organic Search Factors and The Role of Content Content Weightage Content Relevancy Match ~ 40% Content focused intent, match demand query Authority Weightage Topically Authoritative ~45% Inbound links, clean profile, negative removed Technical Weightage Technical Parameters ~15% Page speed, crawl readability, error free Organic Search Factors Insights into Google Algorithm using ALPS On an average, content parameters carry 40-45% weightage in search algorithm rankings
  • 6. 6 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What Goes into a Highly Optimized Content? Keyword and Intent Targeting Content Comprehensiveness and Structure Content Experience Content Optimization
  • 7. 7 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What Goes into a Highly Optimized Content? Keyword and Intent Targeting Content Comprehensiveness and Structure Content Experience Content Optimization
  • 8. 8 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Keyword Selection STEP 2 : Qualify Qualify keywords with demand metrics like search volume STEP 3 : Classify Classify into the primary and secondary keywords for the topic STEP 4 : Define Type Define the type of page that is needed for the topic – core page, supporting page, and related page. STEP 1 : Identify Identify keywords related to a topic using tools like Google keyword planner
  • 9. 9 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Example of Good Keyword Selection Core Page Online Savings Account SV – 12.1 K PAGE: HIGH INTEREST SAVINGS ACCOUNT KEYWORD: ONLINE HIGH INTEREST SAVINGS ACCOUNT SEARCH VOLUME: 1.6K Supporting Page PAGE: RATES AND FEES PRIMARY KEYWORD: ONLINE SAVINGS ACCOUNT RATES ONLINE BANK SAVINGS ACCOUNT RATES ONLINE BANK SAVINGS ACCOUNT INTEREST RATES SECONDARY KEYWORD: CURRENT ONLINE SAVINGS ACCOUNT RATES TYPICAL INTEREST RATES ONLINE SAVINGS ACCOUNT SEARCH VOLUME: 5.2K Supporting Page PAGES: HOW TO OPEN SAVINGS BANK ACCOUNT ONLINE CONTENT FORM: BLOG KEYWORD: HOW TO OPEN A SAVINGS ACCOUNT ONLINE SEARCH VOLUME: 210 PAGE: BEST ONLINE SAVINGS ACCOUNT KEYWORD: BEST ONLINE SAVINGS ACCOUNT SEARCH VOLUME: 14.8K Supporting Page Related Page PAGES: WHAT IS ONLINE SAVINGS BANK ACCOUNT CONTENT FORM: BLOG KEYWORD: WHAT IS ONLINE SAVINGS ACCOUNT SEARCH VOLUME: 170
  • 10. 10 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What Goes into a Highly Optimized Content? Keyword and Intent Targeting Content Comprehensiveness and Structure Content Experience Content Optimization
  • 11. 11 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Comprehensiveness, Structure, and In-Topic Research ▪ Semantically relevant sub-topics ▪ A defined hierarchy for your content ▪ Context specific visuals ▪ Statistics to quote along with sources ▪ Identify the intent(s) the page should address ▪ Content Depth: The depth in which the content should address the subject ▪ Content Diversity: The sub-topics that needs to be covered by the content. ▪ Content Type: Core, Supporting and Related etc. Considerations for Comprehensiveness Considerations for Structure ▪ Types of ranking competitors ▪ H2’s/H3’s used by competitors ▪ Users’ questions around the topic ▪ Phrase Usage ▪ Readability level ▪ Article length ▪ Explanation of concepts ▪ Visual aids ▪ Statistics In-Topic Research
  • 12. 12 This document and the information in it are provided in confidence, and may not be disclosed to any third party. • Complete overview of the topic • Answer all the broad queries that do not need in-depth explanation • Include brief answers to queries that need details & pass a link to the supporting page • List similar or related articles, based on logical next step for the user Considerations for Core Content
  • 13. 13 This document and the information in it are provided in confidence, and may not be disclosed to any third party. • Detailed explanation for the user query • “What/Who/Where is [X]?” is immediately answered • Supporting Data and Details • Provide very specific steps if it’s an action-oriented query • Include plenty of examples close to real life scenarios that users can relate to Considerations for Supporting and Related Content
  • 14. 14 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Content Research Example Sample Content Brief from ALPS All elements needed for an optimized content structure Relevance scores to benchmark and maximize performance
  • 15. 15 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What Goes into a Highly Optimized Content? Keyword and Intent Targeting Content Comprehensiveness and Structure Content Experience Content Optimization
  • 16. 16 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Optimization: Best Practice for Each Element Attribute Best Practices URL • Optimized for primary keyword Page Title • Optimized for primary keyword Meta Description • Capture all important sub-topics. • Usage of product benefits to improve CTR. H1 • Include a literal portion of the primary keyword H2 • Cover all semantically related subtopics discovered in topic research • Need not include the literal primary keyword H3 • Primarily used to build progressive movement through the piece • Bullets to improve scannability of the page Body Copy • Write, directly and clearly, to respond to the topics your h2s provide • Consider every sentence as valuable on its own, it has a better chance of answering some of the long-tail queries that we can’t really optimize content for • Avoiding redundancies increases the strength of your original concepts. Image Alt • Ensure Alt Tags explains the content and matches user intent Internal Links • Leverage existing content to reference
  • 17. 17 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What Goes into a Highly Optimized Content? Keyword and Intent Targeting Content Comprehensiveness and Structure Content Experience Content Optimization
  • 18. 18 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Optimization: Content Experience Accessibility UX and Trust CTA Building Blocks of Optimized Content Experience • Positioning • Clarity Call to Action • Include relevant widgets • Author details to build trust • References and sources for statistics User Experience and Trust • In-page navigation for detailed articles • Visuals that help engage the user • Include tables and formatted comparisons • Display related content Accessibility
  • 19. 19 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Optimization Challenges and ALPS Advantage
  • 20. 20 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Audience Poll What is your most pressing optimization challenge? A. Understanding gaps in my content B. Figuring out why competition is ranking higher C. Optimizing a page for multiple keywords D. It takes too long to understand the ranking impact of content changes
  • 21. 21 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Optimization Challenges and Advantage with ALPS • How do we know if our content is optimized enough? • How do you ensure that the page is optimized for all target keywords? • How can we know that we have outperformed competitors? • Which variation of text could perform well? • Have we covered the various sub- topics with sufficient depth? • Are there still gaps/opportunities for my content? Challenges • Understand how comprehensive is your content for the targeted topic • Benchmark against competitive scores • Predict your content’s performance on the SERP • Make content optimization as an integral part of your writing process ALPS Advantage
  • 22. 22 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Example of ALPS Content Simulation - Benchmarking Source: ALPS
  • 23. 23 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Example of ALPS Content Simulation – Performance Prediction By optimizing content and on-page elements - title, meta description, H1 and H2, we see positive impact in relevance (on page scores) ALPS Simulation Benefits: ˃ Removes Guesswork ˃ Prioritizes Initiatives ˃ Protects Content Mistakes
  • 24. 24 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Monitor Page Performance and Maintain Ranks
  • 25. 25 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Performance Monitoring What to Track ? • Visibility on SERP • Competitor footprint • Change in keyword landscape • Impact of trends on your topic • New/updated statistics • Presence of new competition Action Items • Monitor content gaps with existing and new competitors • Keep track of competitor’s content • Identify new keywords that competitors rank for • Repeat keyword research for the topic at frequent intervals • Refresh your content to keep it up to date, helpful, and relevant
  • 26. 26 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Key Takeaways
  • 27. 27 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Key Takeaways • Target primary and secondary keywords to ensure you don’t end up with gaps in your content • Comprehensive in-topic research is necessary to achieve intent, depth and diversity • A good content structure ensures optimized content from the beginning, not as an afterthought • Benchmark with top ranking pages to understand if you stand a chance to rank • In-Depth and exhaustive topic research • Scores to measure and benchmark Content • Simulate to maximize ranks • Monitoring of content, links, and ranks • Automated and Comprehensive Content Brief to create right content * Platform Features to Help you Win Higher Ranks * In Beta Stage
  • 28. 28 This document and the information in it are provided in confidence, and may not be disclosed to any third party.