The document discusses syncing SEO and content strategies. It provides an overview and introduction to SEO, keywords research, content strategy, and keyword narratives. It discusses editorial planning, content seeding, and interlinking as part of a keyword narrative. It also discusses the three facets of SEO: indexation, relevance, and popularity. Under relevance, it covers keyword research, on-page optimization including page titles, meta descriptions, and copy/content. It discusses benefits of blogging for SEO and using a keyword narrative and editorial calendar to plan content.

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12 August 2014
yncing SEO & Content Strategies
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2. Syncing SEO & Content
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Overview
• Intro to SEO
• Keywords Research
• Content Strategy
• Keyword Narrative
o Editorial Planning
o Content Seeding
o Interlinking

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Who Am I?
• Founder of Socialed Inc.
• Recovering Agency Hack
• Blogger
o @gypsybandito
o @acquisio
o @revenews
• Search & Social Since 2005

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INTENTIONAL
TARGETING

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SERP Click-Through-Rates

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Source: Chitika 2013
Search Ranking Click Through Rate
1 32.5%
2 17.6%
3 11.4%
4 8.1%
5 6.1%
6 4.4%
7 3.5%
8 3.1%
9 2.4%
10 2.6%

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Challenge & Opportunity
Top 5 Results Get >75%
of Clicks

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SEO = Medium- to Long-Term Strategy

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3 Facets of SEO

10. SEO 101
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Indexation
• Removing any barriers to search crawlers indexing
all pages on your site
Relevance
• Mapping site architecture to semantic verticals to
reach ideal relevancy on targeted terms
Popularity
• Balance the quantity, quality, & regularity of your
backlink profile to maximize popularity

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12. RELEVANCE
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Keyword Research

13. Relevance – Keyword Research
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What Why
• A relevant selection of the best
combinations of keywords for your site
and industry
•To understand where your site traffic
to your web site
•To understand which keywords have
best search volume & conversion
potential
How
• With search volume data provided by
Google Keyword tool and other tools
• List of best keywords associated with
themes and sections/sub-sections/pages
of your pages
• Full list of keywords with search volume
data, separated by themes
• A suggested sitemap with URLs, meta
descriptions, page titles & targeted
keywords to optimize to all associated
pages
Deliverables

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Free Tools
• Google Adwords Keyword Tool
• Google Analytics
Google Adwords Keyword Tool
• Search Volume
• Average CPC

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Keyword Data
Keywords Search Volume Avg. CPC
content marketing 12,100 $19.96
inbound marketing 8,100 $23.56
content strategy 2,400 $16.18
what is content marketing 1,900 $19.18
what is inbound marketing 1,300 $13.20

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Onpage Optimization

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The 3 Basics
• Page Titles
• Meta Descriptions
• Copy & Content

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Page Titles – 65 Characters

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Meta Descriptions: 150-160 Characters

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Page Title
• 65 Characters
• 1-2 Keywords + Brand Name
Meta Description
• 150-165 Characters
• Marketing Copy
• Call-to-Action
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Page Copy / Content
• Unique Content
• 300 words min (suggested)
• 1.6% Keyword Density
• Header Tags (H1, H2, H3)
• Bullet Lists

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SEO Benefits of Blogging
• Authorship Mark-Up
• Updated Content
o Posts, Comments, etc.
• Structured Content
o Categories, Tags, Users, RSS Feed, etc.
• Interlinking
oPosts
oCategory Blurbs
oAuthor Bios

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Keyword Narrative

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Editorial Calendar
• Category Taxonomy
o Product / Service Related
• Keyword Research
o Category Verticals
o Proportional Search Volume
o Content Distribution
o Brainstorming

26. Questions
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Onpage SEO & Copywriting
T F ???
CT Moore
ctmoore@socialed.ca
@gypsybandito