Searchmetrics - Optimizing your Content Marketing


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Important Fact: 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. In order to take advantage of this with your website, you need to understand how content marketing optimization works and what falls flat. Despite what some might say, this is not a "build it and they will come" environment.

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Searchmetrics - Optimizing your Content Marketing

  1. 1. @ ArnieK #Visibility_14 Optimizing Your Content Marketing for 2015 and Beyond! Arnie Kuenn, CEO, Vertical Measures @ArnieK #Visibility_14
  2. 2. @ ArnieK #Visibility_14 About Your Presenter… • Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ • Instructor for the Content Marketing Institute & Online Marketing Institute • Columnist for Marketing Land, Chief Content Officer & LinkedIn • Wrote the content marketing book Accelerate!
  3. 3. @ ArnieK #Visibility_14 What I’ll Cover • Most common mistakes we see • How to optimize specific types of content like video and images • Optimization for the future
  4. 4. @ ArnieK #Visibility_14 Most Common Problems We Find? • Unintentional duplicate content • Duplicate title and meta tags • Blocked pages or entire site • Over optimization of anchor text in backlinks and footer
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  6. 6. @ ArnieK #Visibility_14 Another example… • After 5 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 – There is wide use of duplicate or near-duplicate content in titles and 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
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  8. 8. @ ArnieK #Visibility_14 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. Page load times 6. Freshness of content 7. AuthorRank
  9. 9. @ ArnieK #Visibility_14 Title Tag An important on-page element (~55 characters). <title>Your Keywords Need be Here</title>
  10. 10. @ ArnieK #Visibility_14 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!">
  11. 11. @ ArnieK #Visibility_14 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 offer the best balance of file size & quality. • Use relevant keywords in image filenames. Instead of "DL000031.jpg", use something like "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, for context about your image.
  12. 12. @ ArnieK #Visibility_14 How to Optimize Videos • Specific, Compelling Title –Would you click on “XYZ Company” or “” neither will your audience. • 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, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description – with http://. • Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use.
  13. 13. @ ArnieK #Visibility_14 of all consumers use search prior to making a purchase Source: GroupM 93% 86% 90+% of searchers conduct non- branded queries of buyers click on organic links vs. the sponsored ads
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  15. 15. @ ArnieK #Visibility_14 Buyers are searching for information that helps them make an informed decision.
  16. 16. @ ArnieK #Visibility_14 Buyers are searching for information that helps them make an informed decision. Businesses that provide that information - will win.
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  18. 18. @ ArnieK #Visibility_14 Because most of our clients are not the NYY, we strongly suggest playing Moneyball 1 in 4 at bats = hit (a success) 1 in 36 at bats = home run (a big success) 1 in 1,691 at bats = grand slam (viral success) The Odds of Hitting A Grand Slam
  19. 19. @ ArnieK #Visibility_14 ( In order to play content Moneyball, you need to come up with hundreds of ideas so you can create fresh, highly converting, useful content on a frequent basis. Here’s how we do it…
  20. 20. @ ArnieK #Visibility_14 Site Search
  21. 21. @ ArnieK #Visibility_14 ASK YOUR STAFF!
  22. 22. @ ArnieK #Visibility_14 • What made you trust us? (About Us) • What information do you wish we had provided upon first contact? • What information do you wish we had explained upon completion of services? • What information were you looking for when you began searching for a company like ours? • What do you wish we would do better? Flow motion cafe Ask Your Customers
  23. 23. @ ArnieK #Visibility_14 Google Keyword Suggest Related Searches Research Tools
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  26. 26. @ ArnieK #Visibility_14 More than 410 questions about More than 3,400 using broad match! “visit the grand canyon” (exact match)
  27. 27. @ ArnieK #Visibility_14 Long tail searches are like hitting those singles.
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  30. 30. @ ArnieK #Visibility_14 List All Content Ideas in a Spreadsheet This is the kind of content that converts.
  31. 31. @ ArnieK #Visibility_14 Source: - 9/01/2013 Longer Search String = More Clicks
  32. 32. @ ArnieK #Visibility_14 Put Together An Editorial Calendar
  33. 33. @ ArnieK #Visibility_14 Put Together An Editorial Calendar
  34. 34. @ ArnieK #Visibility_14 Put Together An Editorial Calendar
  35. 35. @ ArnieK #Visibility_14 REMEMBER: 1 in 4 at bats = hit ( The key is to keep going to the plate, take your swings, be happy with your singles, and do it over and over again! The Odds of Hitting a Grand Slam
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  42. 42. @ ArnieK #Visibility_14 • 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.” The Results…
  43. 43. @ ArnieK #Visibility_14 Shameless Plug We offer the best content marketing workshops in the industry and can bring them to you.
  44. 44. @ ArnieK #Visibility_14 More Traffic. More Leads. More Business. Tweet: @ArnieK’s content marketing book @AccelerateBook – is FREE on Amazon Kindle – Today only! #Visibility_14