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SEO - 201: Content Optimization and Strategy
The document outlines strategies for effectively organizing and optimizing websites for search engine visibility and user engagement. Key topics include website hierarchy, keyword research, content marketing, and the importance of understanding target audiences through personas. It emphasizes the need for a data-driven approach in content creation and promotion to improve SEO outcomes.
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SEO - 201: Content Optimization and Strategy
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- 2. | SEO 2012 Andy Thomson SEO Specialist @andythomson99 Today’s Presenters Taylor Pettis Sr. Marketing Manager @tpettis linkd.in/1dsZJAa
- 3. | SEO 2013 SEO 101: Ensure your site is accessible to search engines. SEO 201: Ensure your site is relevant and useful to your visitors.
- 4. | SEO 2014 Content Marketing: GET PEOPLE TO SEE YOUR CONTENT Content Strategy: DATA-DRIVEN CONTENT CREATION You will need data and creativity to succeed with content
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- 7. IS CONTENT WORTHTHE INVESTMENT?
- 8. | SEO 2018 410 URLs indexed 320 keywords ranking 4.7k estimated monthly traffic $2k estimated monthly traffic cost …OF COURSE!
- 9. | SEO 2019 1 URL 12 keywords ranking 23 estimated monthly traffic $37 estimated monthly traffic cost Every penny counts!
- 10. What you’ll learn: •Basic Website Organization • Keyword Research & Application • Content Marketing/Promotion
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- 12. | SEO 20112 Website Biology…
- 13. | SEO 20113 Website Hierarchy Home Page Secondary Navigation Tertiary Navigation Product or Service Page
- 14. | SEO 20114 Example…
- 15. | SEO 20115 Website Taxonomy
- 16. | SEO 20116 Website Taxonomy
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- 18. | SEO 20118 Human readable Concise Lowercase (or consistent capitalization) Trailing slash (/) consistency Use dash: – Not underscore: _ URL Structure
- 19. | SEO 20119 www.piragis.co m Let’s build a URL! + /canoes-kayaks/ + /wenonah/ + /boundary-waters-17/ www.piragis.com/canoes-kayaks/wenonah/boundary-waters-17/
- 20. | SEO 20120 Internal links create a path for users to follow & helps search engines find your pages. Use consistent versions of URLs. (Avoid variations in capitalization & trailing slashes.) Internal Linking
- 21. | SEO 20121 Link strategically to indicate which pages are the most important. Link consistently. (Use the same URL. Avoid mixed- case URLs and inconsistent trailing slashes.) Internal Linking
- 22. BASIC WEBSITE ORGANIZATION WebsiteHierarchy/ Organization URL Structure Internal Linking
- 23. | SEO 20123 KEYWORD RESEARCH
- 24. | SEO 20124 Keyword Research Tools
- 25. | SEO 20125 1. Sign-up or Sign-in to Google Adwords. 2. Enter term you want to target. 3. Ensure your targeting is correct. 4. Get ideas. 5. Select a few keywords to target based on relevancy and average monthly searches. 6. Apply terms to page. Keyword Research How-to: (Using Google Adwords Keyword Planner)
- 26. | SEO 20126 Keyword Research 1. Sign-up or Sign- in to Google AdWords.
- 27. | SEO 20127 2. Enter term you want to target. 3. Ensure your targeting is correct. 4. Get ideas. Keyword Research
- 28. | SEO 20128 Keyword Research 5. Select a few keywords to target based on relevancy and average monthly searches.
- 29. | SEO 20129 Keyword Research 5.1 Selecting the right keywords. Things to consider: 1. Relevancy 2. Average monthly search volume 3. Competition
- 30. | SEO 20130 Keyword Research “sleeping bags” Cold Weather Keyword MS V cold weather sleeping bag 260 winter sleeping bag 210 warm sleeping bags 170
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- 32. | SEO 20132 Applying Keyword Research What should you optimize? page title (50-60 characters) meta descriptions (70-155 characters) heading tags (have only one H1!) on-page content (target 2-4 terms per page)
- 33. | SEO 20133 Page Title: Unique and descriptive. Approx. 55 character limit. Test with Moz tool. Example: Keyword 1 | Keyword 2 | Brand Name Meta Description: Click- enticing, unique description of the page. Keep within a 70 - 155 character limit. Off-Page Elements
- 34. | SEO 20134 H1 Heading: Unique and descriptive Page Copy: Descriptive, unique, and keyword rich Alt Image Text: Descriptive and keyword rich On-page Elements
- 35. KEYWORD RESEARCH How todo keyword research How to apply keyword research
- 36. CONTENT MARKETING STRATEGY, EXECTUTION& PROMOTION
- 37. | SEO 20137 Understanding who your user is, What is a content strategy? + = what problems they have that you are able to solve, and finding a way to solve those problems.
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- 39. | SEO 20139 Personas Who is your target audience? Before you create content, understand…
- 40. | SEO 20140 Personas Who is your target audience? Get to know your audience! Age range Gender Income Interests Dislikes Pain Points
- 41. | SEO 20141 Buying Cycle What steps do they take in the conversion process? Before you create content, understand…
- 42. | SEO 20142 Match existing content to personas and steps in the buying cycle. Identify areas that lack content and fill gaps. Content Inventory & Gap Analysis
- 43. | SEO 20143 Content Inventory & Gap Analysis URL Casual Camper Awarenes s Interes t Considerati on Purchase Intent www.campingwebsite.co m/article/how-to-pick-a- sleeping-bag/ x x www.campingwebsite.co m/sleeping-bags/adult/ x x x Awarenes s Interes t Considerati on Purchase Intent Casual Camper 15 17 10 5 Extreme Camper 11 2 7 13
- 44. BLOGGING & CONTENTCALENDAR CREATION
- 45. | SEO 20145 Blog Video Product/Service Page Interactive tool Graphic Create the right type of content for your audience.
- 46. | SEO 20146 You have an actively engaged community (or the potential for one). You have the resources to commit to regular content creation. You have something great to say! You should consider a blog if…
- 47. | SEO 20147 Content Calendar http://www.verticalmeasures.com/content-editorial-calendar-template/
- 48. | SEO 20148 Content Calendar https://docs.google.com/spreadsheet/ccc?key=0AsKxtai- b7NqdGdqODJyd0xwc0xTQ3h4M2I3aUlPSWc&usp=sharing#gid=0
- 49. | SEO 20149 Content Promotion Social Media PPC Newsletters Email
- 50. | SEO 20150 Content Promotion
- 51. CONTENT STRATEGY Personas &the Buying Cycle Content Inventory & Gap Analysis Content Calendar & Blogging Content Promotion
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- 53. | SEO 20153 Website Organization Website Hierarchy/ Organization URL Structure Internal Linking Keyword Research How to do keyword research How to apply keyword research Content Strategy Personas & the Buying Cycle Content Inventory & Gap Analysis Content Calendar & Blogging Content Promotion Review
- 54. | SEO 20154 SEO 101: Ensure your site is accessible to search engines. SEO 201: Ensure your site is relevant and useful to your visitors.
- 55. | SEO 20155 Measurement and Improvement
- 56. | SEO 20156 Questions?
Editor's Notes
- #7 Content is essentially anything a user consumes on your website.
- #10 If you consider what it would cost to rank for these keywords in PPC ads, you are saving $37 per month which is almost $450 per year. Depending on how much the piece of content costs you to make, content pays for itself in no time.
- #23 That covers the basics of how users and search engines interact with the pages on your website. Now let’s talk about creating the actual content on your website with data to support it.
- #30 Both SEMrush and moz have keyword difficulty tools to help. Google the term you want to rank for- can you beat those pages? USE INCOGNITO WINDOWS TO AVOID PERSONALIZED SEARCH RESULTS
- #31 Identify themes and put together a short list per page. You can also perform another search to refine your list and find other related terms. KW Research differs based on the purpose. A product page is more specific, blog ideas can be broader and more of a discovery, etc
- #33 You can use keyword research as topical discovery as we just covered. It should also, however, inform on-page optimization.
- #35 Test that your page is clear and concise: have someone else read the page and tell you in a term or two what the page is about.
- #36 Now that we’ve covered how to acquire keyword data & how to apply it on a page by page level, let’s take a more high-level, strategic view of the content on your website.
- #40 Persona’s: coastal beach campers, extreme campers, family camper These should be clearly defined people, heck, give em a name!
- #41 Persona’s: coastal beach campers, extreme campers, family camper These should be clearly defined people, heck, give em a name!
- #42 Buying cycle:
- #43 Gather all existing assets you have. Understand the landscape and move forward.
- #44 Not all personas or steps are created equal. You should have content to support all of your personas at each step in the cycle, but you may focus on some areas more than others.
- #48 Google ‘create content calendar’ or ‘content calendar template’ to get some great examples. Essentially, consider overall demand as well as search trends, holidays, and seasonality when planning content.
- #50 Don’t expect that users are visiting your site or blog daily for new content. Share your content regularly on channels your customers engage with.