Webinar: Content & SEO

PRESENTERS
nICOLE gRODESKY
Director of SEO
Hannahbrozek
Content Marketing Manager
Dustinmcmanus
Senior Content Specialist
Dustin focuses on content
strategy and creation,
along with print, digital
and multimedia
storytelling. He leads the
charge in developing and
editing strategic editorial
content to amplify brand
narratives while creating a
distinct, relevant tone and
voice in order to spread a
brand’s story across
targeted outlets.
Hannah manages both
content programs and small
organic social accounts. She
specializes in holistic
content strategy/audits,
data-driven pipeline
building, real-time insights
initiatives, creative organic
social campaigns, thought
leader persona construction,
and Rapid Response
content.
Nicole has in-depth
knowledge around online
publishing and SEO. She
spearheads the strategic
integration of SEO from a
content and web
development standpoint
via her expertise in SEO,
content marketing, link
building, blogger outreach,
local search optimization,
lead generation and paid
search.
2

• Introduction of presenters
• The 101s:
Content at LEWIS
SEO at LEWIS
• How content & SEO work together
• The importance of SEO-driven content
• Building content programs with SEO tactics
• Benefits from a content + SEO marriage
• Q&A
Webinar overview
3

Content & SEO at lewis

Content at lewis
5
• Analyze data to develop
content strategies catering
to targeted audiences and
their interests
• Strategically insert brands
into relevant conversations
• Creative collaboration
between digital + PR
• Develop overarching
story for clients that
translates across various
mediums
• Craft messages that live
and breathe on social,
but are format-agnostic
• Capture the wider social
audience with rapid-
response, always-on
content

SEO at lewis
6
• Analyze competitive data
and trends to develop
content strategies focused
on SEO best practices,
rankings and increasing
organic traffic.
• Anticipate the future of SEO
as new technologies
emerge.
• Develop new SEO strategies
that utilize Google’s best
practices and changes to
their algorithm.
• With the 200+ ranking
factors, we take all areas of
your website into account.

• Broken Pages
• Indexing Status
• Sitemap
• Page Speed
• Canonical Tags
Technical
Search Engine Optimization
7
• Site Organization / Taxonomy
• Categorization
• Prioritization
• Labeling
Site Architecture & Usability
• Long-Form Content
• Internal Linking
• Keyword Research
• Title Tags
• Meta Descriptions
On-Page
• Authoritative Backlinks
• Detox Toxic Backlinks
Off-Page

Making a Match

How Content and SEO Work Together
• 3.5 billion Google searches are made every day!
• SEO strategy increases your site’s Google search
rankings with the goal of getting your content
(webpages, blogs, e-books, etc.) onto page one.
• Using a holistic approach, we identify low
competition keywords for topic modeling and
implement an internal linking structure with
optimized title tags and meta descriptions.
9

• Organic search is a promotional powerhouse
• Google is focused on quality of content
(hummingbird update)
• SEO informs your content strategy so that content
is relevant, targeted and timely
• SEO helps content get in front of more people who
need to read it the most
Why It’s Important to Work Together
10

Competitor Keyword Gap Analysis &
Keyword Research
How SEO Tactics Can Be Used to Better
ContentPrograms
11
Pitching Content / Pipeline Planning
• Targeted keyword strategy
• Keyword-rich anchor text ladders
back to the main category
keyword mapping strategy
Content Clusters
• Content Length
• Topic Modeling
• Internal Linking
• Title Tags
• Meta Descriptions
On-page Optimizations

Keyword research
12

Content Clusters & Internal Linking
13
Plan out natural internal links to blogs and main category pages with
keyword rich anchor text.

Optimizing Content for Users & Google
14
• Compare your content
to the competition.
• Add relevant keywords
for topic modeling.
• Write for E.A.T
• Expertise
• Authority
• Trustworthiness

Content CLUSTERS & Internal linking
15
Creating Topical Content Clusters
• Build content calendars with
similar topics and link to them
internally.
• Implement a keyword-rich
anchor text internal linking
strategy that matches your target
keywords and pages you are
aiming to rank.
Sub
Topic
Sub
Topic
Sub
Topic
Sub
Topic
Topic

The Results

Content for seo
LEWIS MasterPowerPoint Template 17
New Content + Keyword Rankings = Organic Traffic

Seo’s Impact: Increase Rankings & Traffic
• Based on the CTR study by
AWR, CTRs go up based on
rank position. Keywords in
the top three (1-3) positions
have the highest CTR.
• By optimizing keywords and
improving rank in the 4-20
positions, you can increase
your CTRs, thus increasing
overall organic traffic and
visibility of your site.

Seo’s Impact: Fill that funnel
• Achieve greater organic traffic and new users to your site
• Determined by keyword search volume, click through rates and rank position.
• High-quality content can lead to more social shares and backlinking while increasing your
site’s behavior metrics:
• Time on site
• Pages per visit
• Bounce rates
• Driving new (cold) traffic through the organic channel to the top of the funnel deepens your
cookie pool for retargeting.
19

Thank you

Questions?

Contact Information
Nicole Grodesky
Nicole.grodesky@teamlewis.com
Hannah Brozek
Hannah.brozek@teamlewis.com
Dustin McManus
Dustin.mcmanus@teamlewis.com
22

Webinar: Content & SEO

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