How to optimize content for search engines, analyze search volume, define high potential keywords. By Christian Dougoud | www.eastwestpr.com

1. Content marketing and SEO
New Marketing mechanisms
By Christian Dougoud
www.eastwestpr.com
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2. Consumer became exposed to so many ads that they lost
interest and trust in marketing messages.
The consequences of
classic advertising:
Brands
Allergy and immunity
Brands to Advertising
Consumers
Brands Ads: TV, DM, radio, web banners
Brands
Brands
Brands Singapore | Beijing
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3. The new situation:
•Classic advertising has lost two thirds of it’s impact in 20 years
•Consumers don’t trust brands’ messages
•Consumers can find any information about any brand or product
•90% of purchase decision begins online 2
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4. The new paradigm: consumers look for content that provide
solutions and helps them lead productive jobs and lives.
Discussion, forums,
Blogs, Microblogging, SNS
Articles, whitepapers
Manuals, directories
Brands Consumers
Webinars, vidcasts, tutorials
RSS news feed
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5. How to catch the attention of your target group in today’s
overcrowded online space?
Brands Consumers
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6. Creation of content can help you:
•Become a trusted resource for your target group.
•Use content to give authority to your website.
•Increase traffic and conversions.
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7. 3 conditions to make your content King
Content must be:
1. Relevant What are people really looking for?
2. Found by search engines Can search engine see your content?
3. Monitored How do you know if you do well?
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8. Your content must match how web-users perform searches
on search engines like Google, Yahoo, Bing, Baidu, etc.
1. Content must be relevant (searched by target group)
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9. The search volume analysis tells you that 720 people perform
a search about “drugs lumbago” every month.
«How do I know that my content is relevant? »
Search volume analysis
Keyword Count Wordtracker.com
backpain 18,807 Keyword volume
lumbago 1540 searches show what
Acupuncture pains 1329 web-users are really
looking for.
Drugs lumbago 720
Beijing massage 677
Acupuncture Beijing 324
Beijing lumbago medicine 16
Beijing lumbago acupuncture 5
Drugs Beijing back acupuncture 3
Beijing back lumbago pain medicine 2 Singapore | Beijing
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10. Make sure that you “speak the same language” as you target
group. Don’t use words that they are not using.
Words that you use in your Words that web-users use
documents, website, etc. in searching
Beijing
drugs
Healing drugs back
lumbago
acupuncture pain
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11. Web users will find your website because of the keywords
that you are using to describe your products and services.
Words that you use in your Web traffic Words that web users use
documents, website, etc. in searching
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12. Once you have picked the right keywords, you must make sure
that your content can be found by search engines.
2. Content must be valued by search engines
• Create external content that point to your website
• Optimize your website for search engines
Website
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13. Uploading documents can attract traffic to your website if these
are optimized, ie visible to search engines.
Creating external content that
points to your website
Optimize PDFs
•Make sure your PDFs are text based
•Build links with anchor text, like Learn more about SEO in China instead of:
https://wbssoexte.wbk.org/siteminderagent/pwservlet/PSWDChan
geServlet?TYPE=33554432&REALMOID=06- wbssoexte.wbk.org%2fse
•Place PDF closer to the root level of the site’s file structure
•Complete the document properties
•Optimize the copy (keywords consistency, prominence, frequency)
•Optimize the file size for search
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14. If many online articles, releases, video, PPT, blog posts point to
your website, search engines will see it as authoritative.
Creating external content that
points to your website
Optimize Articles and online press releases
•Ad keywords in the headline, first paragraph and last paragraph at least!
•Provide sharing options (content sharing, microblogging, bookmark)
•Enrich with mulimedia: videos, images, PPT, polls
•Build links with anchor text
Optimize videos
• post on high traffic video hosting sites (youtube, youku)
•Syndicate your video with Tubemogul
•Use YouTube annotation to add an hyperlink at the end of your video Singapore | Beijing
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15. Search engines use your number of backlinks to determine if your
website should be ranked on the 1st or the 135th result page.
Optimize your website for search engines
1) Generate inbound links
•Pay Per Click (Google Adword, Baidu)
•Syndicate articles and releases (EzineArticles, GoArticles, PRWeb)
•Get directory listings (Open Directory ,Yahoo, LookSmart,Zeal.com)
•Collect links with Freebies & Giveaways
•Renting links
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16. Be consistent with your keywords strategy, they must appear
everywhere: articles, blog posts, page text, metatags, links, etc.
Optimize your website for search engines
Optimize with metatags
Title tag: 5 - 10 words
Description tag: Concise summary of the page
Keyword tag: An upper limit of 900 characters with spaces
Optimize the copy
Keyword prominence: header and prominent placement will give weight to keywords
Keyword relevance: Do your keywords make sense in relation to the rest of you content?
Keyword frequency: repeat important keywords, but not excessively.
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17. Optimization is never finished. Competitors adapt, search engines
improve their methods and web technology changes rapidly.
Optimization workflow:
“a process, not a project” Ongoing Site
optimization Analysis
Monitoring,
Keyword
performance
research
analysis
Link On-page
building optimization
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18. A great strategy is useless if you don’t know the results of your
efforts. Measure BEFORE, DURING and AFTER a campaign.
3. Content use must be monitored
« How will we know that the content plan is working? »
A few tools
• Baidu document search: PDFs, XLS, DOC, PPT
• Monitor your Google page rank before and after implementation
• Track social media activity:
Western social Media : SocialMention, blogpulse, Cymphony, JamieQ
Chinese social Media: i-Monitor, Qihoo
• Website analytics: conversion rate, bounce rate, Cost per conversion.
• Video, PPT, dowloadables: page views, no. of downloads
• Monitor number of backlinks
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19. Conclusion:
To attract customers, become a trusted resource.
Create and optimize great content.
Optimization is a process, not a project.
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