Aleyda Solis - Role of Content in SEO Process

Maximizing Your Content for Seo Success & Love
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Hello Istanbul! My name is Aleyda Solis
Speaker
Blogger Sharer
@aleyda +aleydasolis
Seo

Let’s talk about Content for Seo Today

Making it “keyword” relevant is not enough

There are more characteristics to be fulfilled

To maximize your content Seo performance

It shall be bot-friendly

Panda Proof

Rank & attract your audience attention

Educate about your offering

Communicate your news

Help you sell your products or services

Provide a great experience

Which will get your audience endorsement.

In a continous & scalable process

Raise your hand if you follow all this!

We have a challenge

But we can improve to achieve these goals

Start by asking the following questions

Who are & How my audience search?

Go beyond “keyword relevance & search volume”
CONTENT
FORMAT
SCENARIOS PERSONAS
USED
DEVICES
INTENT
TOPICS

Identify terms, phrases, modifiers, variants
http://keywordtool.io/

Expand your ideas thanks to your competitors
http://semrush.com/

See which vertical & format provides more traffic
http://similarweb.com

Identify your Web most linked content & topics
http://www.google.com/analytics/
http://opensiteexplorer.org

Check your most shared topics, formats & platforms
http://socialcrawlytics.com

Search the most shared content in social networks
http://buzzsumo.com

Verify the devices used for the relevant queries

Map this with your customer journey
http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

Answer when do they search what and how
+
INFORMATIONAL
review
tips
guide
news
OR
TRANSACTIONAL
buy
reserve
purchase
register
OR
OR
PRODUCTS
BRANDS
TOPICS

Profile your Audience & Identify your Personas
BACKGROUND
CHARACTERISTICS
ACTIVITIES &
MOTIVATIONS
CONTEXT
SCENARIOS

Check-out these Personas guides
http://www.creativity101.com/creating-a-persona-why-and-how/
http://moz.com/blog/personas-understanding-the-person-behind-the-visit

Prioritize topics & keywords based on your findings
BEHAVIOR
relevance
volume
competition
seasonality
persona
intent
scenario
BUSINESS
availability
profitability
STATUS
content existence
content format
rankings
traffic
conversions
growth

How to connect with my search audience and
fulfill their needs while giving the best experience?

By giving your content the best visibility…
http://moz.com/blog/google-organic-click-through-rates-in-2014
http://www.google.com/webmasters/tools/richsnippets

Which is not just about rankings anymore
local carrousel
business reviews
http://www.google.com/webmasters/tools/richsnippets #CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
maps

But also about optimizing for search features
answer box
news
images
knowledge graph

Our optimization efforts should evolve as Google

Optimize the experience of your content
map topics
with web
architecture
identify
optimize
content (pages,
images, videos) for
content type &
format to target
each topic
targeted
keywords
use
structured
markup to give a
meaning to your
content
verify that your
content is
correctly seen by
search engines
facilitate your
content
share-ability
make sure
your content is
correctly shown
in all devices

Map the prioritized topics with your web areas
x
product
category n
product community
category 2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category
a
category
b
product blog
category 1

As well as the content type & format
www.distilled.net/blog/the-content-matrix/

Avoid internal content duplication issues
www.siteliner.com/

and the lack of targeted relevance
NO YES

Check out these resources to solve it
http://moz.com/blog/parallax-scrolling-websites-and-seo-
a-collection-of-solutions-and-examples
http://builtvisible.com/on-infinite-scroll-pushstate/

Make sure each page has an attractive content offer
http://youtu.be/8DNzUWgHtKc

Optimize your content towards their targeted terms
keywords or topics in
title
url
meta description
headings
body text
images
videos

Each page should be considered a landing page

Attractive, with purpose, built to connect & convince
https://blog.kissmetrics.com/landing-page-design-
infographic/
http://www.slideshare.net/ScottValentine1/how-to-
optimize-landing-pages-for-conversions

When optimizing, think on your personas
title
good poor
begin with targeted term
~ 55 characters for desktop &
~ 60 for mobile
meta description
descriptive and attractive
expanding title, inviting users to click
~150 characters for desktop &
~115 characters for mobile
url
fair
short & descriptive
targeted terms in url

Don’t forget to optimize your images
optimize with the targeted
terms
alt description
file name
surrounding text
structured markup

And your videos too!
optimize with the targeted
terms
title
file name
caption or surrounding
text
structured markup

Test how your content is delivered for all devices
https://developers.google.com/speed/
pagespeed/insights/
https://developer.chrome.com/devtools/docs/
device-mode

Making sure each target their users characteristics

Give your content a meaning with structured data
support.google.com/webmasters/answer/99170?hl=en

Which in some cases will give extra-visibility too

Use generators & testers for the implementation
tools.seochat.com/category/schema-generators www.google.com/webmasters/tools/richsnippets

Facilitate your content shareability with buttons

And mark your content for social sharing

Maximize your visibility in social networks with them

You can verify them with their own validators
https://developers.facebook.com/tools/debug/ https://cards-dev.twitter.com/validator

Always enable ways to distribute your content
www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/

Ugh! But this is so much work

But now you’ll have an optimized page!
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

It’s about being consistent & multidisciplinary

And what happens when
I run out of content ideas?

It’s about being (again) consistent & creative
target
trends, news &
updates your
research
reformat &
repurpose
successful
content
curate
existing content
for hot topics
have an
editorial
calendar &
schedule
make use of
user generated
content

Keep updated with Content & Keywords Alerts
buzzsumo.com

Like they have done!

Your content deserves visibility! Let’s give it that.

Thanks Seozone! Do you have questions?

Images under Creative Commons
https://www.flickr.com/photos/isherwoodchris/7322132364/
https://www.flickr.com/photos/guinavere/6226636645/
https://www.flickr.com/photos/kalexanderson/6231391820/
https://www.flickr.com/photos/activars/5923479525/
https://www.flickr.com/photos/mac_filko/8256455440/
https://www.flickr.com/photos/23950335@N07/5513197198/
https://www.flickr.com/photos/bobsfever/6747750655/
https://www.flickr.com/photos/east_mountain/10351490185/
https://www.flickr.com/photos/icedsoul/2699731884/
https://www.flickr.com/photos/empirestripesback/10331615303/
https://www.flickr.com/photos/pedrovezini/5853054073/

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