SEO for Content Marketers
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From the B2B Content2Conversion Conference, with: Lee Odden, CEO, TopRank Online Marketing
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SEO for Content Marketers
- 12. #C2C16@leeodden
- 17. #C2C16@leeodden Content Marketing Tactics § Advertorial § Blogging § Case Studies § Crowdsource § Curate § Digital Newsletters § eBooks § Email § Interactive Games § Images & Infographics § Interactive Tools § Microsites § Mobile Applications § Mobile Content • News Release • Online Magazines & Apps • Podcasts • Print Magazines • Print Newsletters • Real-World Events • Research & Surveys • Social Content • Teleclass & Telecasts • Traditional Media • Videos • Virtual Conferences • Webinars • Wikis • White Papers Image Source: Shutterstock http://tprk.us/30cmtactics
- 22. #C2C16@leeodden Panda – Google Defines Content Quality § Would you trust the information presented in this article? § Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? § Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? § Would you be comfortable giving your credit card information to this site? § Does this article have spelling, stylistic, or factual errors? § Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? § Does the article provide original content or information, original reporting, original research, or original analysis? § Does the page provide substantial value when compared to other pages in search results? § How much quality control is done on content? § Does the article describe both sides of a story? § Is the site a recognized authority on its topic? § Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don't get as much attention or care? § Was the article edited well, or does it appear sloppy or hastily produced? § For a health related query, would you trust information from this site? § Would you recognize this site as an authoritative source when mentioned by name? § Does this article provide a complete or comprehensive description of the topic? § Does this article contain insightful analysis or interesting information that is beyond obvious? § Is this the sort of page you'd want to bookmark, share with a friend, or recommend? § Does this article have an excessive amount of ads that distract from or interfere with the main content? § Would you expect to see this article in a printed magazine, encyclopedia or book? § Are the articles short, unsubstantial, or otherwise lacking in helpful specifics? § Are the pages produced with great care and attention to detail vs. less attention to detail? § Would users complain when they see pages from this site?
- 25. #C2C16@leeodden Think: What Questions Do Your Customers Need Answered In What Channels In Order to Buy? awareness interest consideration purchase advocacy Image: Shutterstock
- 27. #C2C16@leeodden Your Brand Story / USP USP USP USP USP USP USP SEO/SEM Social Networks Content Marketing Industry Media & News AdvertisingCreate Consistent Topic Credibility Wherever Your Customers Are Influencers Image: Shutterstock
- 28. Buying Cycle Keywords Social Topics Content Type Awareness broad trends blog, webinar, social Interest category investigative video, whitepaper Consideration comparison demos feature comparison, reviews, case study Purchase transactional referrals buyer guide Retention tips best practices FAQ, how to, support Advocacy supporting participation buyer community Buyer – “Stan” • Pain Points • Goals • Interests • Triggers to Buy Balance Topic Demand/Relevance with Buyer Stage to Inform Content Topics Buyer Insights > Keyword & Topic Research > Content Creation & Optimization
- 29. #C2C16@leeodden Top Page Quality Factors § Leverage keywords/topics in titles to inspire clicks) § Include page features that increase engagement (interactive, visual) § Provide comprehensive content on specific topics – be the best answer! § Cover related topics as well § Engage your networks for social sharing – influencers! § Optimize for Google AND people Image: Shutterstock
- 30. #C2C16@leeodden Mobile SEO is a MUST Test Your Site: https://goo.gl/vSXl5S • Create a GA custom dashboard for mobile • Use mobile filter in Google Keyword tool • Review mobile search traffic in GA • Make sure your mobile pages load FAST • Avoid interstitials – pop-ups on mobile • Make sure all content plays on mobile • Make sure redirects work in mobile B2B Mobile SEO Tips: http://tprk.us/mobileb2bdg
- 31. #C2C16@leeodden Topic Research • Customer Research • Contact Forms • Internal Search Queries • Web Analytics • Google Search Console • Google Trends • Competitive: SEMRush h/t paddy moogan
- 37. #C2C16@leeodden Social Research for Links - BuzzSumo • Export to CSV • Sort by domain for gross shares • Filter by author • Pitch articles!
- 38. #C2C16@leeodden § Google Search Console / Bing Webmaster Tools – Site analysis § searchmetrics – comprehensive SEO suite § Google Keyword Planner / Bing Keyword Research Tool – Research topics § Ubersuggest / keywordtool.io – Autocomplete keyword research § Google Analytics – Measure & optimize performance § SEMRush – Competitor keywords & PPC ads, links, SEO suggestions § Screaming Frog SEO Spider – Site crawler, internal links § BuzzSumo – Social search engine for content ideation, authors, link research § Majestic SEO – Advanced link research & monitoring § RavenTools / Moz – All in on SEO program management for SMBs SEO Tools
- 39. Content Planning Audits Program Implementation Attraction & Promotion Performance Optimization TopRankMarketing.com Customer Segments Inform Personas Map Topics/Keywords to Buying Cycle Influencer Research & Mapping Optimized Content Plan (New): Site, Blog, Social Profiles & Networks Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides) Content Amplification Social Profile Alignment: Messaging, Keywords Social Media Influencer Outreach Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr Blog Optimization: Search, Social Shares Social Network Engagement Social Channel Promotions SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links Keyword Audit, Difficulty & Glossary Content & Digital Assets Audit Tech SEO Audit External Link Audit Social Media Audit Competitive Audit Internal and External Influencer Advocates Keyword Mapping to Content Content Creation, Influencer Co-Creation, Curation, Repurposing Content Optimization WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links External Link Signal: Acquisition, Reclamation, Disavowal Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs Identify program objectives Research market, competition, current situation Develop integrated strategy Research audience goals Define target audience segments Research topics, keywords, messaging themes Research & Strategy
- 42. We Can Do This!
- 45. #C2C16