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SEO Crash Course: Content Overhaul
Here are some tips for answering persona questions: - Conduct customer interviews and surveys to understand goals, problems, preferences - Analyze social media profiles and online conversations to see what media they use - Look at your analytics to see what content and formats are most popular - Use tools like Answer the Public to analyze keywords and phrases customers use - Consider where your personas spend time online and how you can reach them there - Test different styles, images and formats with a small group to get feedback The key is to get inside your customers' minds so you can create relatable personas and tailor your content accordingly. Gathering first-hand insights is crucial.
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SEO Crash Course: Content Overhaul
- 1. SEARCH RANKING CRASHCOURSE @PolePositionMkg #SearchRankCC
- 2. CONTENT OVERHAUL USE CONTENTTO GET NOTICED, DRIVE TRAFFIC AND CONVERT VISITORS @PolePositionMkg #SearchRankCC
- 3. WHAT IS CONTENT? “Content is a broad Blog term that refers to E-mail News anything created and uploaded to a website.” ~ Content Rules Case Podcasts Studies Website E-books Video White Photos Papers Social Articles Media
- 4. WHY DOES CONTENTMATTER? Marketing is Shifting from Outbound to Inbound* Traditional Shrinking Change in media losing media budgets buyer attitudes reach reduce quality High quality Selling to customers is more content from challenging (informed) businesses Technology is cheap Inbound leads cost 62% less than outbound leads** **http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound- * Get Content. Get Customers. Leads-Cost-62-Less-than-Outbound-New-Data.aspx Joe Pulizzi, et al. March 2011
- 5. WHY DOES CONTENTMATTER? Info for Purchasing Decisions 0% 20% 40% 60% 80% 100% Internet Search 92% Blogs 53% User-generated 46% Message boards 34% Social networks 26% Magazines 20% TV Newspapers Media Used Frequently by US Internet Users to Find Information to Help with Purchase Decisions, March 2010, eMarketer.com
- 6. Social Can’t GoIt Alone WHY DOES CONTENT MATTER? Search & Social Conversions 1% Search 48% Search + Social 51% Social Alone Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011 http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
- 7. Content is YourOnline WHY DOES CONTENT MATTER? Marketing Cornerstone Social Links Content Sales SEO
- 8. WHERE TO STARTWITH CONTENT Customers Resources Goals
- 9. WEB PAGE CONTENT @PolePositionMkg #SearchRankCC
- 10. Don’t Underestimate Valueof WEB PAGE CONTENT Well Written Content • Used to evaluate page SEO topic and relevance • Inform visitors Conversions • Persuade them to take action
- 11. Rule #1: Writefor Your Audience First WEB PAGE CONTENT Switch from “we” to “you” • Don’t talk about your company constantly; instead, educate and persuade • Answer customer questions • State benefits Write naturally • Readability is paramount
- 12. Rule #2: Writefor Search Engines Second WEB PAGE CONTENT Research • Core keywords keywords in • Supporting keyword phrases advance • Related words Develop content based • Hold reader’s interest on keyword • Should not be obvious research Remember, #1 rank does not equal sales and conversions!
- 13. Rule #3: RewriteUntil It’s Right WEB PAGE CONTENT • Avoid keyword stuffing • Reader value New • Persuasive value • Keyword targeting • Find appropriate balance Existing between readers/SEO
- 14. Humorous ESTABLISH YOUR VOICE Our car batteries are durable, long-lasting and deliver enough power to start any vehicle in the harshest winter environment. Your escape from the in- law's is guaranteed every season of year.
- 15. Whimsical ESTABLISH YOUR VOICE You want a durable, long-lasting battery? Yeah, we got that. There is no natural force in the world that'll keep our batteries from doing their job. When you need power, we deliver.
- 16. Serious ESTABLISH YOUR VOICE Our car batteries are durable, long-lasting and deliver enough power to start any vehicle in the harshest winter environment. You're guaranteed to get power to your vehicle when you need it most.
- 17. Snarky ESTABLISH YOUR VOICE When headed to the in-law's, you want to be equipped with one of the most powerful car batteries money can buy. Come hell or high water, you're getting out of there alive!
- 18. Down to Earth ESTABLISH YOUR VOICE We don’t compete on price, we compete on quality. Our batteries deliver the juice to start any vehicle even in the harshest winter environment. Can you really put a price on that kind of reliability?
- 19. Thoughtful ESTABLISH YOUR VOICE Let's face it, batteries fail at the worst possible time, in the worst possible place. We've built reliability into all our car batteries so they deliver the power you need when you need it most to get you where you want to be.
- 20. Brutally Honest ESTABLISH YOUR VOICE Your boss is a jerk, your wife a nag and your friends are idiots. You need an escape. Where you go is up to you, how you get there is up to us. Our car batteries will start any vehicle any time any where. We're ready to go when you are.
- 21. Flowery ESTABLISH YOUR VOICE Our car batteries are designed to withstand whatever forces of nature that heaven above (or you know who below) can throw at it. When you turn that key, you're vehicle will roar to life without so much as a cough or sputter.
- 22. Understanding Keyword Usage KEYWORD USAGE • 1-3 per page (we Core recommend using only 1) • Use as frequently Term as readability will allow
- 23. Keyword Density KEYWORD USAGE Search engines think every word is a keyword! Engine looking for “red marbles” text text text red marbles text text text text text text red marbles text text text text text text text text text text text text text red marbles text text text text text text text text text text text text red text text marbles text text text text text text Add in “rubber balls” Add in “jump rope” text text text red marbles text text text jump rope text red marbles text text text rubber balls text red marbles text Search rubber balls text red marbles text text text rubber balls text text text text text text text rubber balls text text text text text text text text red marbles text engines get text text text red marbles text text text text text text text rubber balls text confused! text text text jump rope text rubber balls text text text text text text text text text text text text text text text text red balls text text jump rope text text text No magic keyword density. Use “read it aloud” rule.
- 24. Integrating Core Terms KEYWORD USAGE • Specific phrase Core Term • Use appropriately baby bedding Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby bedding can be fitted perfectly with a crib or toddler bed.
- 25. Keyword Phrases KEYWORD USAGE • Core term with qualifiers Supporting • Long-tail phrases Phrases • Use liberally, not always in phrase format
- 26. Integrating Supporting Phrases KEYWORD USAGE • Core term w/ qualifier Supporting • Long-tail phrases baby bedding Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your bedding can be fitted perfectly with your baby’s crib or toddler bed.
- 27. Related Words KEYWORD USAGE They match up with the core term and supporting phrases. • Stemmed variations of core (running, ran) – Don’t rely on search engines to do this! • Similar in meaning (jog, walk, hike, stroll) • Found in similar content (shoes, fast, exercise)
- 28. Integrating Related Words KEYWORD USAGE • Stemmed variations Related • Semantic relation baby bedding Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your bedding can be fitted perfectly with your baby’s crib or toddler bed.
- 29. Hyperlocal Keywords KEYWORD USAGE • Don’t forget local terms • Use specific references to your business as much as possible • Don’t stuff! • Use cities, regions, zip Call or visit our West Side codes, etc. office to get the lowest quote on car insurance in Cleveland.
- 30. Misspellings vs. Variations KEYWORD USAGE • Never, ever, EVER deliberately put misspellings on your page, in meta tags or in paid search! • What are variations? • Email vs. e-mail • Book keeper vs. bookkeeper • Web site vs. website
- 31. Images and Flash WEB PAGE CONTENT STYLE • Images can’t be “read” by engines – Move image text to real text – Use ALT attribute • Don’t Use Images for Optimized Copy – Kills your optimization efforts • Use Images for Non-Optimized Copy – Preventing dilution of optimized text – Rotating text • Engines have a hard time with Flash Visit our beautiful • Flash can be “read” but has resort near Mohican drawbacks State Park – Can’t optimize pages – Can’t send visitors to most relevant content
- 32. Headings and Subheads WEB PAGE CONTENT STYLE H1 • Read and scanned • Use strategically – H1: Main headline H2 – H2-6: Sub and paragraph headings • Higher value than text • Help visitors find H3 info quickly
- 33. Body Content WEB PAGE CONTENT STYLE • Target your audience • Make it scannable Headings and subheads Bullet points Bold and italics • Limit paragraphs to one idea • Link to relevant pages frequently; balance with usability • Calls to action
- 34. Putting It AllTogether WEB PAGE CONTENT STYLE Cloth diapers are one of the easiest and least expensive ways to diaper your little one. Browse our extensive selection of comfortable, reusable cloth diapers, and enjoy the savings with our wholesale prices. We sell the inexpensive cloth diapers. Buy old fashioned cloth diapers from us and chose from our wide selection.
- 35. Better Than Optimized WEB PAGE CONTENT STYLE Drive the European Convertible of Your Dreams Imagine the thrill of racing through switchback curves and heart-pounding straightaways in a rare European sports car. Experience the highway like never before behind the wheel of a luxury Porsche convertible. At Antonio’s Sports Cars, a one-of-a-kind Northeast Ohio dealership, we specialize in rare European convertibles and race cars that let you live your dream. And, our highly trained technicians will help you protect and preserve that dream for years to come. Make Your Sports Car Fantasy a Reality Any time you visit our showroom in Hudson, Ohio, you’ll enjoy attentive, efficient service and a selection of exceptional vehicles to peruse. Don’t wait a moment longer. Reserve a personal appointment with a member of our knowledgeable sales team today by calling 1.888.ILO.ADED.
- 36. WHY BLOG? @PolePositionMkg #SearchRankCC
- 37. Is Blogging ReallyThat Popular? WHY BLOG? Many inbound marketing authorities consider blogging as social media.
- 38. So, Everybody’s DoingIt. Should I? WHY BLOG? • B2B companies that According to Hubspot, a blog get 67% more leading authority on leads/month inbound marketing and its metrics: • B2C companies that blog get 88% more leads/month • Companies that blog have 55% more website visitors Of all the forms of content marketing, blogging is one of the easiest and least expensive methods.
- 39. Why Does ItWork? WHY BLOG? • Drives traffic Fresh content More indexed pages More backlinks • Increased reach of your message An aspect of social media Companies that blog have 2X the Twitter followers as those that do not (Hubspot) • Good branding Educates readers, building loyalty and trust 71% say blogs affect their purchasing decisions either somewhat or very much (Fast Company)
- 40. Value of Blogin Context, Competition WHY BLOG? Micro blogging Social News Competition Context Search Results Forums Social Reviews Blogs, Articles
- 41. Value of Blogfor Social Media WHY BLOG? Home Base Under your control Not a third-party site
- 42. Reasons to Blog WHY BLOG? • Add personality to a business, connect with people • Shine different light on your business • Initiate feedback cycle • Build a community from ground up • Emotional investment • Educate, build credibility, generate ideas and insights • Get found by the media • Bolster the brand • Create demand for novel products • Sell products by sharing just enough info to make people curious
- 43. Control the Conversation Control the Conversation WHY BLOG? A blog sets the tone of social media efforts. • Conquer fear of criticism • People talk whether you’re out there or not • Rectify situations • Help people understand your side • Gather data • Spur change
- 44. BLOGGING BASICS @PolePositionMkg #SearchRankCC
- 45. Website vs. Blog,Part 1 BLOGGING BASICS Blogs: • Viewed as a resource • Fresh content • Constant link building • Deep, topical links • Outflow of links • Unlimited keywords Websites: • Viewed as a business • Stale content • Slow link building • Top-level links • Few outgoing links • Limited keywords
- 46. Website vs. Blog,Part 2 BLOGGING BASICS Blogs: • Friendly and insight focused • Editorial freedom • Soft sell • RSS distribution • Conversation Websites: • Marketing and sales • Need for focus • Hard sell • Company driven • Requires visits • No conversation
- 47. Five Things toKnow Before You Blog BLOGGING BASICS 1. How to write 2. How to engage 3. How to focus 4. Basic SEO 5. Basic PR
- 48. Six Things toPlan Before You Blog BLOGGING BASICS 1. Why are you blogging? Define goals, desired outcomes and key performance indicators. 2. Who will be responsible for blogging? • Individual • Team 3. What will your core topics be? 4. Where will you share your content? 5. When (how often) will you check social channels and metrics? 6. How can you best address your audience(s)?
- 49. Create Audience Personas* BLOGGING BASICS What are their goals and aspirations? What are their problems? What media do they rely on for their answers to problems? What style of content would appeal to them? What sorts of images and multimedia appeal to each? What words and phrases do these buyers use? How can we reach them? *New Rules of Marketing and PR, David Meerman Scott
- 50. How to AnswerPersona Questions BLOGGING BASICS • Blogs • Forums and Groups Find • Interviews and Surveys • Customer Feedback Listen • Social Media • Agendas/Topics at Conferences • Read Targeted Publications Research
- 51. Blog Opportunities: Educate BLOGGING BASICS Beyond marketing info and sales Delve deeply into topics of expertise (thought leader) Help people understand company nuances
- 52. Blog Opportunities: Motivate BLOGGING BASICS Take action Spur interaction and response Post photos Contests and Special Offers
- 53. Blog Opportunities: Congregate BLOGGING BASICS Brands have fans Consumer loyalty Similar interests Atmosphere for conversation
- 54. Developing an EditorialCalendar BLOGGING BASICS Prioritized List of Topics Assignments Deadlines Think like a publisher because you are a publisher! Tools
- 55. Sharing Your Content BLOGGING BASICS Twitter LinkedIn Google+ Two-way Communication Facebook YouTube External Blogs & Forums
- 56. Measuring Success BLOGGING BASICS Return on Readership Sales Lift Objective (ROO)* Studies Engagement Analytics Micro and Macro Conversions
- 57. The Do’s andDon’ts BLOGGING BASICS Ask Do’s questions Fake it Use pictures Don’ts Self- Write focus compelling headlines Have Give credit thin skin Leave your Get lazy blog
- 58. Invest the Time BLOGGING BASICS It will take time to: • Plan the editorial calendar • Do the writing and uploading of media • Post to social media sites • Check progress on all fronts • Respond to comments • Stay informed and on top of your subjects • Go out to other blogs and have conversations
- 59. Thank You! FindUs www.PolePositionMarketing.com