These are the slides from my talk at WordCamp Montreal 2013. As I mentioned, I will probably release an ebook on the topic so watch for that! Thank you to everyone for all of the tremendous and positive feedback. I sincerely appreciate it. The original session description: Within the array of search engine optimization (SEO) strategies, the use of content marketing is among the latest trends being implemented to increase search engine visibility, brand awareness, and conversions. Whether companies are using WordPress as a CMS or to blog, they can take advantage of the SEO-ready aspects that the platform allows for, both natively and through the use of plugins. This is an introductory session that will highlight several important concepts, plugins, and best practices that should be considered when using WordPress as part of an Inbound marketing plan. Topics such as guest posting, types of content, linking, web analytics, and social media optimization (SMO) will be discussed.

1. SEO and Content Marketing
with WordPress
purposive.com (Blog)
uniseo.com (SEO & Internet Marketing)
redstonex.com (Web Design)
Brian Rotsztein
WordCamp Montreal 2013
rotsztein.com
@brianrotsztein
wp@rotsztein.com

3. SEO
On-site SEO Off-site SEO
Inbound Links
Social Signals
Content
Code
Layout
Links (Internal & External)

4. On-site SEO
Essentials
Header Tags
Insert keywords
H1: Use Once
Also use H2, H3 Content
Original & Unique
ALT Tags
on images
Permalinks
Keep it simple
Insert keywords
Title Tag Insert Up to 8 keywords per page
Description
Meta Tag
1-2 Sentences
(Hidden)
Internal Links
Use keywords
in anchor text

5. Plugin:
WordPress SEO
By Yoast
Yoast

6. I Could Talk to You About These SEO Items…
Font Size
Content Freshness
Webpage Coding
Navigation Menus
Over Optimization Penalties
Keyword Stuffing
Doorway Pages
Googlebombs
Web Spam
Domain Hijacking
Use of Keywords
Google Algorithm Updates
Domain Name Extensions
Link Acquisition Speed
…and on and on and on…
But I won’t because if you can successfully implement
the on-site SEO basics, you’ll have at least some success!
200s
301s
404s
Domain Age
Link Freshness
Canonical Links
SERP Clicks
Hosting Location
Intuitive Website Structure
Topic & Theme Relevance
Server Reliability
JavaScript
Link Stability
Website Size
Keyword Density

7. Content
is King

8. There’s a Problem…
Simple Linking is
Not Enough Anymore

11. Content
Marketing
On-site
SEO
Off-site
SEO
?

12. What is Content Marketing?
Objectives
Brand Awareness
Customer Acquisition
Lead Generation
Customer Retention
Thought Leadership
Engagement
Website Traffic
Sales
The creation and distribution
of useful and valuable content
that is used to reach a targeted
group with specific objectives.

13. In Content Marketing,
the Content IS the Ad
(Not to be confused with the content of your ad)

14. Content marketing
is a process,
not an end point.
It takes brainpower,
creativity and time.
(Which is why most companies will fail at it.)

15. Authorship
Author Rank (Google+)
Credibility
Subject Matter Expert
Personal Branding
Longevity
Inbound Link
Inbound Link
Link Building vs. Content Marketing

16. Content Marketing
is NOT New

17. “3 Ways to Kill Buffalo”
Published on Cave Walls
The Original Content Marketers:
Early Humans!

18. Content Marketing in the 80s:
Hasbro Used Cartoons & Comics
To Sell More Toys

21. Coca-Cola 2020
Interactive Story Telling

22. Google is the World’s Most Powerful
Content Distribution Engine

23. Steps to
Better Content
Marketing

24. Start with a
Strategy

25. Possible Objectives
with Content Marketing
Newsletter Sign-up Set up an Appointment
Buy Your Item Register for a ClassTry Your Recipe
Provide an Estimate

26. SEO
Identify Keywords
Content Marketing
Identify Keywords
AND
Anticipate Consumer Needs

27. First, You Need to
Brainstorm (with Mind Maps)
Keywords Personas

28. Keyword (Services) Mind Map

29. Persona Mind Map
(Target Market Demographics)
Persona Characteristics
Needs
Wants
Personal Interests
Business Interests
Location
Age
Gender
Job
Education Level
Experience Level
Marital Status
Ask: What is the Client’s Issue
to Be Resolved?
Target a specific audience
Segment by way of personas

30. Connect Keywords to Personas

31. Personas
(Simplified)
Large Architecture Corporation
Needs: More B2B clients
Keywords: SEO & PPC Consultation
Tech Start-up
Needs: Wants to Get the Word Out
Keywords: Social Media Marketing
Small Business
Needs: Chefs Want to Sell Food Online
Keywords: Ecommerce Website
Plastic Surgeon (Business Professional)
Needs: Wants to Promote Practice Online
Keywords: SEO Web Design, Mobile Website, …
Content Marketing Example: Write content
combining the importance of mobile websites for
plastic surgeons.

33. Where to
Mind Map!
Plugins to Consider
Mindmeister Shortcode
FreeMind WP Browser
Websites to Consider
Mindmeister.com (PC)
MindNode (Mac)

34. The Content

35. This is not content.
It’s crap.

37. How many SEO
copywriters does it
take to change a
lightbulb, light bulb,
light fixture, lamp,
halogen light?
SEO & Content Marketing
You’re Doing it Wrong

38. Prove That Your Content is:
Useful
Educational
Entertaining
Worth Consuming
Do You Practice
Effective Content Marketing?

39. Duplicate Content is Evil.
Don’t Go There.

40. Instead of Duplicating Content,
Repurpose it!
Give Presentation Write Blog PostPost Slides

41. The Social Secret Behind…

42. Crowdsourcing
Get ideas or content by asking your
target audience online, rather than
from traditional sources.
This is your target audience.
Ask them what they want!

43. Crowdsource For Ideas & Content!
Plugins to Consider
Poll Daddy
Guest Posts
CommentLuv
Why Crowdsource?
Target audience becomes invested so they try harder
for a successful outcome
Get novel ideas
Get diverse ideas
Get people excited for the outcome
Get a bottom-up persona to see what’s important to them
(vs. top-down from brainstorming)
Get customers, prospects, followers involved

44. Crowdsource Suggestions
Google Suggest

45. What To Publish
Write a “How To”
Write a Review
Identify a Trend (Use Google Trends or Twitter #Trends)
Compare 2 Trends and Write about it
Write About Ideas from Your Blog Comments
Weekly Roundups
Curate a Top 10 List (e.g., 10 Best Posts on XYZ, 10 Industry Leaders to Follow)
Ask Clients About Their Challenges and Summarize Them
Collate Items (e.g., 10 Quotes by Someone Famous)
“Best of” Posts
Create a Checklist
Interview Subject Matter Experts
Curate the Opinions of Experts on a Hot Topic
Create a Top 10 List
Write a Detailed Price Guide
Run a “Q & A” Series About Products
Mix it Up! Combinations of the Above
Full List on Purposive.com

46. What To Publish (More!)
Company/Brand News
Admit Something to the World
Bring to Light an Overlooked Idea from a Recent White Paper
Explain a Complex Idea with a Relatable Scenario
Combine a Celebrity Name/Pop Culture with a Topic
(e.g., What Star Trek Can Teach You About Business)
Create a Standard for Evaluation
Create an Infographic
Run a Google+ Hangout (and Auto-publish it on YouTube)
Feature a Product in Detail
Share a Chart on Pinterest
Talk About Other Experts (and Tell Them You Did!)
Get Perspectives from a Group of Executives
Write About What You Learned from Your Failures
Write a Guide (Or a Beginner’s Guide)
Discuss Poll Results
Create an Online Magazine
Full List on Purposive.com

47. Spreading Your Content

48. Spread Content Across Your Website
Plugins to Consider
nrelate Related Content
Better Related Posts
YARPP (Yet Another Related Posts Plugin)
WP-Thumbie
SimpleReach Slide
nrelate Flyout
SEO Smart Links
Custom Sidebars
You Might Enjoy These Articles:
The SEO Linking Checklist
Special Report: SEO for 2012

49. Content Distribution
(Spread Content On Other Websites)
Plugins to Consider
Cross-Promotion Content Recommendations by Engageya
Outbrain
Editorial Assistant by Zemanta
Easy Tynt
{
From Your Website Related Website
{

50. Content Marketing Can
Reinvigorate Blogging!

51. Guest Posts

53. How to Guest Post with a Purpose
Decide What You Want to Write About
Find Relevant Websites
Make Sure Those Websites Have Guest Posting Opportunities

54. How to Find
Guest Posting Opportunities
Websites to Consider
MyBlogGuest.com
BlogDash.com
BlogSynergy.com
GuestBlogGenius.com
GroupHigh.com
Search for Terms Like These
“Guest Post Guidelines”
“Guest Contributors”
“Write for Us”
“Contributor Guidelines”
“Writers Wanted”
“Guest Posting Rules”

55. Do Your Research!
Look for Signs of Activity!
Compare General Traffic Trends (Alexa.com, Compete.com)
Who Currently Writes for the Site?
Assess Article Quality
Look at Social Media Shares
Are People Commenting?
Examine Inbound Links (OpenSiteExplorer.org)

56. Look for a Sign Showing They Want You
Do They Give Contributors:
A Link Back?
Profile Page?
Author Box (Byline)?

57. Submit!
Follow the Contributor Guidelines / Instructions
Confirm That Your Material Fits
(Your Article Should Match the Blog's Readership)
Submit Your Article
How to

58. Wait and Wait…

59. Content Calendar
Plugins to Consider
Editorial Calendar
WP Project Manager
CollabPress
Keep Track of Publications, Submissions and Rejections

60. Accepting Guest Posts on
Your Blog (or Online Magazine)
Show That You Care!
Frustrating Potential Guest Posters

61. Enhance Contributor Visibility
Real Profile Photo
(Not a stock photo!)
Build CredibilityReal Name
Persuasion
Call to Action
Contact Info
Social Media Profiles
Plugins to Consider
Custom About Author
Edit Author Slug
Author Sure (Useful for Google+ Author Rank as well)

64. Incentive with Badges
For Contributors

65. Social
Signals

66. Social Media Optimization (SMO)
SEO Social
Media
SMO
SMO: Use Social Signals (from Google’s Perspective) to Improve Visibility

67. Don’t Rush to Join Every
Social Media Network

68. Social Sharing
Plugins to Consider
Trackable Social Share Icons
Word Count & Social Shares

69. “Shareworthiness”
Industry
Specific
Catchy
Titles
Topic
Powerful
Images
Novelty &
Originality
EducationalEffective
Videos
Trending
News
Stories
Entertaining
Time
Sensitivity
Audience
Relevance Message
Clarity
Blog Posts & Status Updates

70. Tracking
Plugins to Consider
Crazy Egg Heatmap Tracking
Site-Sonar
Woopra Analytics
Google Analytics for WordPress
Google Analytics Dashboard

73. Countries
by Colour
“Cheaper”
Breaking Bad
Drinking Game
Search Box
Banner
Labels

74. Workshops & Seminars
Visit: www.uniseo.com/training
• WordPress
• Social Media for Business
• SEO
• … and 20 More Exciting Topics!

75. SEO and Content Marketing
with WordPress
purposive.com (Blog)
uniseo.com (SEO & Internet Marketing)
redstonex.com (Web Design)
Brian Rotsztein
WordCamp Montreal 2013
rotsztein.com (The Hub!)
@brianrotsztein (Twitter)
wp@rotsztein.com