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Content optimization & SEO: secret weapons for driving traffic and engaging visitors

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Drupal has a great architecture for driving traffic from search engine optimization (SEO), blogs and social media. It provides a wealth of tools for engaging visitors, yet most sites produce anemic traffic from visitors that bounce after a single page view - many to never return again.

Let’s change that.

In this session we will examine state-of-the-art ways to build sticky content that rates well with visitors, bloggers and search engines. We will reveal the secret tools and techniques that launched an Advertising Age top 150 most influential blog.

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Content optimization & SEO: secret weapons for driving traffic and engaging visitors

  1. 1. flickr.com/photos/roboppy/64673871
  2. 2. Typical site online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social mediacommunications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendationstraditional sales touch pieces retention user trusted advisor Reputationcustom service programs requests requests Management
  3. 3. Typical site online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social mediacommunications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendationstraditional sales touch pieces retention user trusted advisor Reputationcustom service programs requests requests Management flickr.com/photos/wwworks/864731205/
  4. 4. Advertising doesn’t work • Ads have become noise • Media dilution • Ad circumvention • search People don’t trust corporate communications engines
  5. 5. Search optimized sites online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social mediacommunications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendationstraditional sales touch pieces retention user trusted advisor Reputationcustom service programs requests requests Management
  6. 6. Why search engine marketing works • Its where most people go to look • Specific searches (longtail) • Identified need • All steps of the buying cycle Google processes over 1 billion searches a day
  7. 7. Give her all we got flickr.com/photos/mario_groleauflickr.com/photos/jurvetson
  8. 8. Engagement online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social mediacommunications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendationstraditional sales touch pieces retention user trusted advisor Reputationcustom service programs requests requests Management
  9. 9. Why engagement content & social media work“ Produce great stuff and people will come to ” you, produce really great stuff and your customers will share and disseminate your message for you. search engines Ann Handley & CC Chapman Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
  10. 10. Turbo supercharge your site [TODO]flickr.com/photos/jerbec/4251847627
  11. 11. mo traffic, mo traffic, mo traffic Social search Search Synergy engines
  12. 12. flickr.com/photos/patersor/3036321072/1 Content is king?
  13. 13. interrupt and repeat delight and engagehttp://www.flickr.com/photos/wwworks/864731205 flickr.com/photos/38659937@N06/5752344624/
  14. 14. you are a publisher“ All companies, no matter what the size, must start to think more like publishers than every before. Consumer behavior has changed ” search drastically over the past few years. Customers are more accepting of content from “non-media” engines sites and the barriers to publishing are now non-existent. Joe Pulizzi Get Content Get Customers
  15. 15. you are a content marketer“ The single most important thing most Web sites ” can offer to their users is content that those users will find valuable. search engines Jesse Garret The Elements of User Experience
  16. 16. processPlanning Create Promote• Results • Writing / • SEO• Audience producing • Social• Topics • Styling media • Publishing
  17. 17. Results modeling: brainstorm increase bike The site should Reduce routine Staff should be sales have a clean and customer call able to add and professional look inquires by 50% edit content become a Be more viral Sell more bike Expand our recognized leader repair services digital footprint in the local biking community Show the To increase Sell more bikes Get 500 “Likes” pictorial history traffic to the site online on Facebook of results bikes The site should Increase bike Double our Visitors should be be intuitive and rentals by 100% mailing list able to find what easy to navigate they want in no more than 3 clicks
  18. 18. Defining results Content should have goals that support the site goalsflickr.com/photos/pochacco20
  19. 19. User role modeling: brainstorm local newspaper people from out bike shoppers job seekers of town sports blogger fans person who new mom/parent wants to upgrade their bike website staff competitive rider casual bikers administrator hotels that need new bike rider bike owners tour guide bikes for guests
  20. 20. User role modeling: consolidate & refine enthusiasts shoppers staff local newspaper bike shoppers staff sports blogger new mom/parent website administrator fans person who wants to upgrade their bike renters owners job seekers tour guide bike owners job seekers people from out casual bikers of town new bike rider hotels that need bikes for guests competitive rider
  21. 21. User role modeling: define Demographics owners • Age: 25-55 • Gender: 65% male • Location: within 10 miles of store Psychographics • Active lifestyle • Prefers being outdoors • Green Behavioral • Significant web usage including search engines and social media • Research purchases online before buying • Significant use of mobile devices Brand • Custom service is significant driver for brand loyalty • Likely to buy again from same store. Typically 1 bike every 4 years. Site • Proficient web user • Likely to have high speed internet access
  22. 22. User role modeling: personas renter
  23. 23. User role modeling: prioritize Primary Secondary Tertiary shoppers enthusiasts job seekers renters staff owners
  24. 24. Topics Audience driven • Modeling • Ask • Monitor • Social media • Search Author/staff driven • Passions • Recent projects Organization driven • News and events • Success stories
  25. 25. Writing Blend the art of story telling (literature) with the science of reporting (journalism) Be human Share or solve; don’t shill Delight and suprise
  26. 26. promote recommended champions preferred loyalty & goodwill finding awareness Search engines social media
  27. 27. paidorganic
  28. 28. Add a user search engines
  29. 29. seo magic formula great architecture great great rankings backlinks great content
  30. 30. content workflow topic driven keyword driven organization relevance author popularity user competition keyword keyword research research topics keywords content content authoring authoring content content optimization optimization promotion
  31. 31. site keyword research research brainstorm expanded targeted seed •lateral phrases evaluate keywords keyword keyword keyword list •search volume relevancy phrases list list •competitiveness
  32. 32. page keyword research research determine targeted keyword main keywords content keyword •lateral phrases + from content list •search volume modifiers •competitiveness
  33. 33. content optimization page title • 40 – 70 characters • use target keyword phrase at least one time body • 200 – 800 words • include target keyword phrase 2 – 4 times • keyword phrase prominence > 50% meta description • 10 – 25 words meta keywords • 1 – 15 phrases
  34. 34. all-in-one optimization kit SEO Tools
  35. 35. keyword clustering
  36. 36. all-in-one results oriented website A results oriented website in a box* *box not included For organizations age 0 to 150 Super secret D7 version: http://apps.leveltendesign.com
  37. 37. thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: tom@leveltendesign.com Twitter: @levelten_tom Blog: leveltendesign.com/blog/tom LinkedIn: linkedin.com/in/tommccracken

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