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Getting Content Optimization Right dfwsem


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Did you know a whopping 93% of all buyers, online or in stores, use search engines prior to making a purchase? And 86% of searchers conduct non-branded queries? People want useful information, and they want to find it fast.

If you are going to make these facts work for you, it’s important to understand how content marketing optimization works, and just as important to know how it doesn’t. Despite what some may say, this is not a “build it and they will come” environment.

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Getting Content Optimization Right dfwsem

  1. 1. Optimizing Your Content – The 10 Most Common Mistakes Arnie Kuenn, CEO, Vertical Measures
  2. 2. @ArnieK #DFWSEM About Your Presenter… ● Vertical Measures is a 50 person search, social & content marketing agency in Phoenix ● Our clients range from a local HVAC company to brands known world-wide ● Columnist for Marketing Land, Chief Content Officer & LinkedIn ● Wrote the book Content Marketing Works
  3. 3. @ArnieK #DFWSEM What I’ll Cover 1. Most common mistakes we see 2. How to optimize specific types of content like video and images 3. Optimization for the future
  4. 4. @ArnieK #DFWSEM
  5. 5. @ArnieK #DFWSEM Most Common Problems We Find? 1. Unintentional duplicate content 2. Bad backlinks 3. Over optimization and cannibalization of target keywords 4. Bad and duplicate title tags 5. Bad and duplicate meta descriptions 6. Poorly optimized images and videos 7. Page-load time 8. Poor or thin content 9. Keyword misfocus (not aligned on the same page) 10. Blocked pages or entire site (indexability issues)
  6. 6. @ArnieK #DFWSEM An example…
  7. 7. @ArnieK #DFWSEM What we found… After several months of intense content marketing and no results…. ● Identified a penalty back in August of 2012 ● Duplicate content issue: same text snippet shows up on 259 pages ● Wide use of duplicate or near-duplicate content in titles/page content ● A big issue: 100% of their image content and 45% of their HTML/text content is hosted externally (not under the domain). ● Lots of spammy anchor text in their backlink profile Within 60 Days – Traffic Doubled…now up 400-500%!
  8. 8. @ArnieK #DFWSEM @ArnieK #SMX
  9. 9. @ArnieK #DFWSEM
  10. 10. @ArnieK #DFWSEM Core Elements to Optimization Web Pages 1. Links pointing to your content (Internal too) 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. H1 Tag (headline tag – only one!) 5. Images optimized 6. Page load times 7. Freshness of content 8. And now... mobile
  11. 11. Mobile-friendly update RELEASED April 21 2015
  12. 12. Mobile-Friendly Test @QuinnCW #DSUM15
  13. 13. Mobile-Friendly Test Results @QuinnCW #DSUM15
  14. 14. @ArnieK #DFWSEM Title Tag An important on-page element (~55 characters). <title>Your Keywords Need be Here</title>
  15. 15. @ArnieK #DFWSEM Meta Description ● Mainly for conversions ● First time a visitor is understanding who you are ● ~115 characters <meta name="description" content=“On this site we talk all about everything you just searched for!">
  16. 16. @ArnieK #DFWSEM H1 Tags ● Should be similar to page title ● Tell the bots what to expect on the page ● Hard coded into the CSS (H1, H2, H3, etc.) ● Only one H1 tag per page <h1>My Post is About SEO</h1> <h2>SEO is Awesome</h2> <h2>What is Google</h2> <h2>People Love SEO</h2> <h3>Matt Cutts Loves SEO</h3>
  17. 17. @ArnieK #DFWSEM Screaming Frog & Moz Tools
  18. 18. @ArnieK #DFWSEM How To Optimize Images ● Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds. JPGs generally the best. ● Use relevant keywords in image filenames. DON’T: "DL000031.jpg", DO: "red-sports-car.jpg" ● Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keyword- related text. Do not stuff <img> attributes. ● Context matters. Google looks at content placed around the image, like titles and captions.
  19. 19. @ArnieK #DFWSEM
  20. 20. @ArnieK #DFWSEM How to Optimize Videos ● Specific, Compelling Title –Would you click on “XYZ Company” or “” ● Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. ● Description - Say as much as you can in the first sentence or two, so the rest won’t be hidden. Include a link placed at the beginning – with http:// ● Video Quality / Resolution – Shoot, edit and export the video in the highest quality available.
  21. 21. @ArnieK #DFWSEM Penalized?
  22. 22. @ArnieK #DFWSEM How to Tell if You’ve Been Affected
  23. 23. @ArnieK #DFWSEM Webmaster Tools - Message
  24. 24. @ArnieK #DFWSEM Recovery is possible
  25. 25. @ArnieK #DFWSEM
  26. 26. @ArnieK #DFWSEM
  27. 27. How do you position yourself for SEO’s future? @QuinnCW #DSUM15
  28. 28. @ArnieK #DFWSEM What are people searching for? 93% of all consumers use search prior to making a purchase 93% 86% of searchers conduct non-branded queries 86% 90%+ of buyers click on organic links vs. the sponsored ads 90%
  29. 29. @ArnieK #DFWSEM Buyers are searching for information that helps them make an informed decision.
  30. 30. @ArnieK #DFWSEM Businesses that provide that information - will win. (So create content people are actually searching for!)
  31. 31. @ArnieK #DFWSEM
  32. 32. @ArnieK #DFWSEM Research Tools Google Keyword Suggest Related Searches
  33. 33. @ArnieK #DFWSEM
  34. 34. @ArnieK #DFWSEM
  35. 35. @ArnieK #DFWSEM More than 410 questions about “visit the grand canyon” (exact match) More than 3,400 using broad match!
  36. 36. @ArnieK #DFWSEM
  37. 37. @ArnieK #DFWSEM List All Content Ideas in a Spreadsheet
  38. 38. @ArnieK #DFWSEM Download the Template Put Together an Editorial Calendar
  39. 39. @ArnieK #DFWSEM Vertical Measures’ Hub & Spoke Model
  40. 40. @ArnieK #DFWSEM
  41. 41. @ArnieK #DFWSEM
  42. 42. @ArnieK #DFWSEM
  43. 43. @ArnieK #DFWSEM The Results… ● Yale’s traffic has grown from 40,000 visitors to 150,000 annually ● Leads have grown from 800 to 2,300 monthly! ● Revenue is up by 40% since starting their content marketing program. ● And according their president Steve Sheinkopf: “Profitability is up way more than that, because we eliminated other marketing expenses.”
  44. 44. @ArnieK #DFWSEM
  45. 45. @ArnieK #DFWSEM
  46. 46. @ArnieK #DFWSEM
  47. 47. @ArnieK #DSP15 Content Marketing Workshops
  48. 48. Tweet: @ArnieK’s NEW Content Marketing book is FREE at #DFWSEM Thank You! @ArnieK #DSP15