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Making the Most Out of SEO to Achieve Your Content Goals
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
hell0 confab! I’m so happy to be here
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
I’M ALEYDA SOLIS , INTERNATIONAL SEO
+7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS
FOUNDER OF @ORAINTI & CO-FOUNDER @TRIBALYTICS
WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
let’s talk about seo
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s not this. this is simply spam.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s BETTER visibility by improving relevance & popularity
Relevance
popularity
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
connecting search audience interest with business offer
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
which is done with web content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
seo needs relevant, original & compelling content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
1. content relevance is a key SEO RANKING factor
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/
google makes it clear in their quality guidelines
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/35769?hl=en#1
penalizes those sites that don’t comply with them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312
*OUCH*
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/
and it’s evolving their algorithm with semantic features
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.html
2. COMPELLING CONTENT ATTRACTS links, citations, shares
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
which increases a page popularity and rankingS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
because all of this, content is the SEO king
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
ups! sorry. I meant A good king.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
but how can seo help content?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
in the age of the multi-channel customer journey
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
CONTENT is the common DRIVER
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to sell
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to educate
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to grow your community
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to support your customers
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to build your reputation
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
TO COMMUNICATE YOUR NEWS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
which are part of your content goals too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
here are a couple of ways seo CAN HELP you TO achieve them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
identifying your search audience needs
1.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to create content that connects with your audience
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
page 1 page 2
home
topics that your audience search
about your business & industry
content type & format that your
audience will love & endorse
your site
AN SEO TARGETED KEYWORD RESEARCH WILL GIVE ANSWERS
Content Demand 

in search engines
Content supply
in your website
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to identify current content with search audience demand
Content Demand 

in search engines
Content supply
in your website
YOUR CURRENT CONTENT WITH
SEARCH AUDIENCE DEMAND
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and the non-fulfilled demand of your search audience
Content Demand 

in search engines
Content supply
in your website
YOUR CURRENT CONTENT WITH
SEARCH AUDIENCE DEMAND
LET’S IDENTIFY THAT NON-FULFILLED
DEMAND WITH A KEYWORD RESEARCH
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
applying search behavior, business & content criteria
relevance &
intent
search
volume,
seasonality &
competition
current
rankings &
content
existence
industry
keyword
suggestions
competitors
keywords
performance
current
keywords &
content
performance
business
goals, volume &
profitability
your
prioritized
keywords and
topics
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
1. start by getting keywords & PHRASES suggestions
tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
look for modifiers MATCHING customer journey & personas
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
!
!
review
tips
guide
news
…
informational
products
+brands
topics
…
!
!
buy
reserve
purchase
register
…
transactional
+
products
brands
topics
…
and …
2. identify their search volume & seasonality
seasonality
keywords search volume and ideas
adwords.google.com/KeywordPlanner
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
3. validate the initial data with additional tools
seasonality
keywords search volume and ideaswww.semrush.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
4. expand it with those of your competitors
competitors keywords, search volume and seasonality
www.semrush.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
5. see which search vertical gives more traffic
www.similarweb.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
6. check your linked content, rankings & organic traffic
http://www.google.com/analytics/
www.google.com/webmasters/tools/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.opensiteexplorer.org/
avoiding “not provided” focusing on pages & not keywords
http://www.google.com/analytics/
www.google.com/analytics/ www.google.com/webmasters/tools/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
7. SET ALERTS TO monitor & leverage NEW contenT TRENDS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.talkwalker.com/alerts www.google.com/trends/hottrends
you can now consolidate all the gathered keyword data
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and prioritize by relevance, intent & search volume
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
8. check your current rankings for these keywords
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
9. finally, verify their competition level
competition level
results format
moz.com/tools/keyword-difficulty
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
which will provide the additional information you need
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to identify the keywords with the specified criteria
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
!
!
Relevance
search volume
competition
seasonality
intent
!
!
existence
format
rankings

traffic

conversions
INDUSTRY behavior current content
!
!
VOLUME
PROFITABILITY
business offering
Content Demand 

in search engines
Content supply
in your website
that will target the unfulfilled search audience needs
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
Content Demand 

in search engines
Content supply
in your website
with your web content areas, types & formats
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s now time to improve this content visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
giving your content search visibility & conversions
2.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
let’s start by checking google’s current search results
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
the “standardized” 10 links results days are over
http://www.google.com/webmasters/tools/richsnippets
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
we now have PERSONALIZED & multi-device results
http://www.google.com/webmasters/tools/richsnippets
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
personalized
local results with map, carrousel & reviews
local carrousel
business reviews
maps
authorship
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
answer box, images, news, authorship & knowledge graph
news
images
answer box
authorship
knowledge graph
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
video, recipe with ratings results
authorship
recipe w/ ratings
video
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
products with reviews
authorship
product w/ reviews
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and more! check-out this dr. pete’s presentation
www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s not just about rankings anymore, but visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
how to stand out & make the most out of these?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
improving relevance & search-friendliness of content
map keywords
with web
architecture
identify
content type &
format to target
each topic
optimize
content (pages,
images, videos) for
their targeted
keywords
use
structured
markup to give a
meaning to your
content
verify that
your content is
correctly seen by
search engines
make sure your
content is
correctly shown in
mobile devices
facilitate
your content 

share-ability
BETTER SEARCH
VISIBILITY
x
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
1. map your keywords with your web content areas
community
product
category 2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category 

a
categoty 

b
blog
product
category 1
product
category n
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and the content types & formats to develop or optimize
www.distilled.net/blog/the-content-matrix/
it’s key to avoid lack of targeted relevance
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
good implementation of parallax for seo
bad implementation of parallax for seo
and minimize content cannibalization issues
community
product
category 2
learning
center
events
home
product
1b
product
n2
category
a
categoty
b
blog
product
category 1
product
category n
targeting query A
product
1a
product
n1
targeting query a
=
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s ok - targeting different modifiers that
google identifies as relevant for this query
that makes google to not choose the best page to rank
community
product
category 2
learning
center
events
home
product
1b
product
n2
category
a
categoty
b
blog
product
category 1
product
category n
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
this is not ok
a question page from the community q&a is
not the best for this transactional query
product
1a
product
n1
=
targeting query A targeting query a
use siteliner to check internal content duplication ISSUES
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.siteliner.com/
2. optimize pages relevance towards their targeted terms
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
featurE them in key areas & elements of your pages
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
meta description
headings
title
body text
images
url
keywords, topics or phrases in
videos
and facilitate their shareability
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
use embed codes besides share buttons
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/
3. OPTIMIZE YOUR images relevance
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
surrounding text
alt description
file name
optimize with the targeted terms
and your videos relevance TOO
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
title
file name
optimize with the targeted terms
caption or surrounding text
4. check how google (vs. your users) see your content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en
and how your mobile users visualize it with an emulator
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator
if you require registration, balance your approach
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
registration requirement to see more. be careful
with the implementation to avoid cloaking.
visible content to users & search engines,
enough to give relevance to the page
remember your page body needs relevant content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
http://youtu.be/8DNzUWgHtKc
5. make the most out of the title, meta description & url
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
title
good poor
meta description
url
fair
Begin with targeted term
~ 55 characters for desktop & 

~ 60 for mobile
descriptive and attractive 

expanding title, inviting users to click
~150 characters for desktop & 

~115 characters for mobile
short & descriptive
targeted terms in url
use the seochat meta tag generator to preview them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
tools.seochat.com/tools/metatags-google-preview/
and a user agent switcher in your browser to verify them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
ipad iphone
bit.ly/snifferfirefox bit.ly/snifferchrome
6. give a “meaning” to your content with structured data
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/99170?hl=en schema.org
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and enhance your search results with rich-snippets
use structured data & schema tools to generate them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generators
and the structured data testing tool to check its usage
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/tools/richsnippets
7. use the authorship & publisher tags for more visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/1408986
and set the markup for the in-depth articles feature
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/3280182?hl=en
along a google+ page for you & your business
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/insidesearch/features/authorship/
8. if a news site, optimize & submit for google news too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205YOU’LL NEED TECHNICAL SUPPORT for this
maximizing every search opportunity for your content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
UGH, BUT ALL THIS IS SO MUCH WORK!
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
oh please! we haven’t even gone technical
you can support yourself with an on-page SEO grader
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/tools/richsnippets
or USE SEO CRAWLERS TO do large SCALE analysis
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
have the “perfectly optimized page” as a reference too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
start collaborating with the seo team too (your new bff)
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it will be particularly handy
for technical optimization
finally, always monitor your content search performance
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
organic
search
conversions
external
links &
shares
organic
search
traffic
organic
search 

rankings &
visibility
additional tools that can help to track it
this will serve to evolve your content over time
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s an iterative & incremental process
now you’re ready to use seo to achieve your content goals
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
let’s go!
you can also ask me about seo later in
twitter! Just Follow me @aleyda
thanks! do you have questions?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
https://www.flickr.com/photos/maggiew/6121978180/

https://www.flickr.com/photos/gordontarpley/13442033023/
https://www.flickr.com/photos/lens-cap/6923275818/
https://www.flickr.com/photos/st3f4n/4171756453/

https://www.flickr.com/photos/scottiet812/2918178633/

https://www.flickr.com/photos/cipherswarm/5405595165/

https://www.flickr.com/photos/mrtopf/4074083883/

https://www.flickr.com/photos/69125796@N00/7420991330/

https://www.flickr.com/photos/jdhancock/5845280258/
https://www.flickr.com/photos/lens-cap/12335354515/
https://www.flickr.com/photos/huguesndelafleche/7180733937/
https://www.flickr.com/photos/brizzlebornandbred/9175200216/
IMAGES featured UNDER CREATIVE COMMONS
http://www.flickr.com/photos/bfishadow/3591117493/
http://www.flickr.com/photos/kwl/3408969036/
https://www.flickr.com/photos/kwl/3346188435/
https://www.flickr.com/photos/han_shot_first/8065610332/
https://www.flickr.com/photos/trustypics/5416859444/
https://www.flickr.com/photos/maggiew/6121978180/

https://www.flickr.com/photos/legofenris/4563478042/
http://www.flickr.com/photos/st3f4n/4482211416/
https://www.flickr.com/photos/kalexanderson/5592994934/
https://www.flickr.com/photos/matthewpaulson/7820480682/
https://www.flickr.com/photos/donsolo/2765213316/
https://www.flickr.com/photos/lens-cap/10718593294/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

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Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

  • 1. Making the Most Out of SEO to Achieve Your Content Goals #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 2. hell0 confab! I’m so happy to be here #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 3. I’M ALEYDA SOLIS , INTERNATIONAL SEO +7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS FOUNDER OF @ORAINTI & CO-FOUNDER @TRIBALYTICS WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 4. let’s talk about seo #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 5. it’s not this. this is simply spam. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 6. it’s BETTER visibility by improving relevance & popularity Relevance popularity #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 7. connecting search audience interest with business offer #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 8. which is done with web content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 9. seo needs relevant, original & compelling content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 10. 1. content relevance is a key SEO RANKING factor #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/
  • 11. google makes it clear in their quality guidelines #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/35769?hl=en#1
  • 12. penalizes those sites that don’t comply with them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312
  • 13. *OUCH* #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/
  • 14. and it’s evolving their algorithm with semantic features #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.html
  • 15. 2. COMPELLING CONTENT ATTRACTS links, citations, shares #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 16. which increases a page popularity and rankingS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 17. because all of this, content is the SEO king #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 18. ups! sorry. I meant A good king. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 19. but how can seo help content? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 20. BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 21. in the age of the multi-channel customer journey #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
  • 22. CONTENT is the common DRIVER #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 23. to sell #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 24. to educate #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 25. to grow your community #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 26. to support your customers #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 27. to build your reputation #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 28. TO COMMUNICATE YOUR NEWS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 29. which are part of your content goals too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 30. here are a couple of ways seo CAN HELP you TO achieve them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 31. identifying your search audience needs 1. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 32. to create content that connects with your audience #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics page 1 page 2 home topics that your audience search about your business & industry content type & format that your audience will love & endorse your site
  • 33. AN SEO TARGETED KEYWORD RESEARCH WILL GIVE ANSWERS Content Demand 
 in search engines Content supply in your website #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 34. to identify current content with search audience demand Content Demand 
 in search engines Content supply in your website YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 35. and the non-fulfilled demand of your search audience Content Demand 
 in search engines Content supply in your website YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND LET’S IDENTIFY THAT NON-FULFILLED DEMAND WITH A KEYWORD RESEARCH #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 36. applying search behavior, business & content criteria relevance & intent search volume, seasonality & competition current rankings & content existence industry keyword suggestions competitors keywords performance current keywords & content performance business goals, volume & profitability your prioritized keywords and topics #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 37. 1. start by getting keywords & PHRASES suggestions tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 38. look for modifiers MATCHING customer journey & personas #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ! ! review tips guide news … informational products +brands topics … ! ! buy reserve purchase register … transactional + products brands topics … and …
  • 39. 2. identify their search volume & seasonality seasonality keywords search volume and ideas adwords.google.com/KeywordPlanner #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 40. 3. validate the initial data with additional tools seasonality keywords search volume and ideaswww.semrush.com/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 41. 4. expand it with those of your competitors competitors keywords, search volume and seasonality www.semrush.com/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 42. 5. see which search vertical gives more traffic www.similarweb.com/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 43. 6. check your linked content, rankings & organic traffic http://www.google.com/analytics/ www.google.com/webmasters/tools/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.opensiteexplorer.org/
  • 44. avoiding “not provided” focusing on pages & not keywords http://www.google.com/analytics/ www.google.com/analytics/ www.google.com/webmasters/tools/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 45. 7. SET ALERTS TO monitor & leverage NEW contenT TRENDS #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.talkwalker.com/alerts www.google.com/trends/hottrends
  • 46. you can now consolidate all the gathered keyword data #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 47. and prioritize by relevance, intent & search volume #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 48. 8. check your current rankings for these keywords #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 49. 9. finally, verify their competition level competition level results format moz.com/tools/keyword-difficulty #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 50. which will provide the additional information you need #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 51. to identify the keywords with the specified criteria #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ! ! Relevance search volume competition seasonality intent ! ! existence format rankings
 traffic
 conversions INDUSTRY behavior current content ! ! VOLUME PROFITABILITY business offering
  • 52. Content Demand 
 in search engines Content supply in your website that will target the unfulfilled search audience needs #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 53. Content Demand 
 in search engines Content supply in your website with your web content areas, types & formats #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 54. it’s now time to improve this content visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 55. giving your content search visibility & conversions 2. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 56. let’s start by checking google’s current search results #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 57. the “standardized” 10 links results days are over http://www.google.com/webmasters/tools/richsnippets #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 58. we now have PERSONALIZED & multi-device results http://www.google.com/webmasters/tools/richsnippets #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics personalized
  • 59. local results with map, carrousel & reviews local carrousel business reviews maps authorship #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 60. answer box, images, news, authorship & knowledge graph news images answer box authorship knowledge graph #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 61. video, recipe with ratings results authorship recipe w/ ratings video #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 62. products with reviews authorship product w/ reviews #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 63. and more! check-out this dr. pete’s presentation www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 64. it’s not just about rankings anymore, but visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 65. how to stand out & make the most out of these? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 66. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics improving relevance & search-friendliness of content map keywords with web architecture identify content type & format to target each topic optimize content (pages, images, videos) for their targeted keywords use structured markup to give a meaning to your content verify that your content is correctly seen by search engines make sure your content is correctly shown in mobile devices facilitate your content 
 share-ability BETTER SEARCH VISIBILITY
  • 67. x #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics 1. map your keywords with your web content areas community product category 2 learning center events home product 1a product 1b product n1 product n2 category 
 a categoty 
 b blog product category 1 product category n
  • 68. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics and the content types & formats to develop or optimize www.distilled.net/blog/the-content-matrix/
  • 69. it’s key to avoid lack of targeted relevance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics good implementation of parallax for seo bad implementation of parallax for seo
  • 70. and minimize content cannibalization issues community product category 2 learning center events home product 1b product n2 category a categoty b blog product category 1 product category n targeting query A product 1a product n1 targeting query a = #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it’s ok - targeting different modifiers that google identifies as relevant for this query
  • 71. that makes google to not choose the best page to rank community product category 2 learning center events home product 1b product n2 category a categoty b blog product category 1 product category n #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics this is not ok a question page from the community q&a is not the best for this transactional query product 1a product n1 = targeting query A targeting query a
  • 72. use siteliner to check internal content duplication ISSUES #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.siteliner.com/
  • 73. 2. optimize pages relevance towards their targeted terms #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 74. featurE them in key areas & elements of your pages #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics meta description headings title body text images url keywords, topics or phrases in videos
  • 75. and facilitate their shareability #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 76. use embed codes besides share buttons #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/
  • 77. 3. OPTIMIZE YOUR images relevance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics surrounding text alt description file name optimize with the targeted terms
  • 78. and your videos relevance TOO #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics title file name optimize with the targeted terms caption or surrounding text
  • 79. 4. check how google (vs. your users) see your content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en
  • 80. and how your mobile users visualize it with an emulator #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator
  • 81. if you require registration, balance your approach #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics registration requirement to see more. be careful with the implementation to avoid cloaking. visible content to users & search engines, enough to give relevance to the page
  • 82. remember your page body needs relevant content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics http://youtu.be/8DNzUWgHtKc
  • 83. 5. make the most out of the title, meta description & url #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics title good poor meta description url fair Begin with targeted term ~ 55 characters for desktop & 
 ~ 60 for mobile descriptive and attractive 
 expanding title, inviting users to click ~150 characters for desktop & 
 ~115 characters for mobile short & descriptive targeted terms in url
  • 84. use the seochat meta tag generator to preview them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics tools.seochat.com/tools/metatags-google-preview/
  • 85. and a user agent switcher in your browser to verify them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics ipad iphone bit.ly/snifferfirefox bit.ly/snifferchrome
  • 86. 6. give a “meaning” to your content with structured data #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/99170?hl=en schema.org
  • 87. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics and enhance your search results with rich-snippets
  • 88. use structured data & schema tools to generate them #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generators
  • 89. and the structured data testing tool to check its usage #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.google.com/webmasters/tools/richsnippets
  • 90. 7. use the authorship & publisher tags for more visibility #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/1408986
  • 91. and set the markup for the in-depth articles feature #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/webmasters/answer/3280182?hl=en
  • 92. along a google+ page for you & your business #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.google.com/insidesearch/features/authorship/
  • 93. 8. if a news site, optimize & submit for google news too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205YOU’LL NEED TECHNICAL SUPPORT for this
  • 94. maximizing every search opportunity for your content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 95. UGH, BUT ALL THIS IS SO MUCH WORK! #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics oh please! we haven’t even gone technical
  • 96. you can support yourself with an on-page SEO grader #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics www.google.com/webmasters/tools/richsnippets
  • 97. or USE SEO CRAWLERS TO do large SCALE analysis #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 98. have the “perfectly optimized page” as a reference too #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  • 99. start collaborating with the seo team too (your new bff) #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it will be particularly handy for technical optimization
  • 100. finally, always monitor your content search performance #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics organic search conversions external links & shares organic search traffic organic search 
 rankings & visibility additional tools that can help to track it
  • 101. this will serve to evolve your content over time #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics it’s an iterative & incremental process
  • 102. now you’re ready to use seo to achieve your content goals #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics let’s go!
  • 103. you can also ask me about seo later in twitter! Just Follow me @aleyda thanks! do you have questions? #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
  • 104. https://www.flickr.com/photos/maggiew/6121978180/
 https://www.flickr.com/photos/gordontarpley/13442033023/ https://www.flickr.com/photos/lens-cap/6923275818/ https://www.flickr.com/photos/st3f4n/4171756453/
 https://www.flickr.com/photos/scottiet812/2918178633/
 https://www.flickr.com/photos/cipherswarm/5405595165/
 https://www.flickr.com/photos/mrtopf/4074083883/
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 https://www.flickr.com/photos/jdhancock/5845280258/ https://www.flickr.com/photos/lens-cap/12335354515/ https://www.flickr.com/photos/huguesndelafleche/7180733937/ https://www.flickr.com/photos/brizzlebornandbred/9175200216/ IMAGES featured UNDER CREATIVE COMMONS http://www.flickr.com/photos/bfishadow/3591117493/ http://www.flickr.com/photos/kwl/3408969036/ https://www.flickr.com/photos/kwl/3346188435/ https://www.flickr.com/photos/han_shot_first/8065610332/ https://www.flickr.com/photos/trustypics/5416859444/ https://www.flickr.com/photos/maggiew/6121978180/
 https://www.flickr.com/photos/legofenris/4563478042/ http://www.flickr.com/photos/st3f4n/4482211416/ https://www.flickr.com/photos/kalexanderson/5592994934/ https://www.flickr.com/photos/matthewpaulson/7820480682/ https://www.flickr.com/photos/donsolo/2765213316/ https://www.flickr.com/photos/lens-cap/10718593294/ #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics