Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN
1. Making the Most Out of SEO to Achieve Your Content Goals
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
2. hell0 confab! I’m so happy to be here
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
3. I’M ALEYDA SOLIS , INTERNATIONAL SEO
+7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS
FOUNDER OF @ORAINTI & CO-FOUNDER @TRIBALYTICS
WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
4. let’s talk about seo
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
5. it’s not this. this is simply spam.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
6. it’s BETTER visibility by improving relevance & popularity
Relevance
popularity
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
7. connecting search audience interest with business offer
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
8. which is done with web content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
9. seo needs relevant, original & compelling content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
10. 1. content relevance is a key SEO RANKING factor
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/
11. google makes it clear in their quality guidelines
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/35769?hl=en#1
12. penalizes those sites that don’t comply with them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312
13. *OUCH*
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/
14. and it’s evolving their algorithm with semantic features
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.html
15. 2. COMPELLING CONTENT ATTRACTS links, citations, shares
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
16. which increases a page popularity and rankingS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
17. because all of this, content is the SEO king
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
18. ups! sorry. I meant A good king.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
19. but how can seo help content?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
20. BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
21. in the age of the multi-channel customer journey
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
22. CONTENT is the common DRIVER
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
25. to grow your community
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
26. to support your customers
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
27. to build your reputation
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
28. TO COMMUNICATE YOUR NEWS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
29. which are part of your content goals too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
30. here are a couple of ways seo CAN HELP you TO achieve them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
31. identifying your search audience needs
1.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
32. to create content that connects with your audience
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
page 1 page 2
home
topics that your audience search
about your business & industry
content type & format that your
audience will love & endorse
your site
33. AN SEO TARGETED KEYWORD RESEARCH WILL GIVE ANSWERS
Content Demand
in search engines
Content supply
in your website
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
34. to identify current content with search audience demand
Content Demand
in search engines
Content supply
in your website
YOUR CURRENT CONTENT WITH
SEARCH AUDIENCE DEMAND
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
35. and the non-fulfilled demand of your search audience
Content Demand
in search engines
Content supply
in your website
YOUR CURRENT CONTENT WITH
SEARCH AUDIENCE DEMAND
LET’S IDENTIFY THAT NON-FULFILLED
DEMAND WITH A KEYWORD RESEARCH
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
36. applying search behavior, business & content criteria
relevance &
intent
search
volume,
seasonality &
competition
current
rankings &
content
existence
industry
keyword
suggestions
competitors
keywords
performance
current
keywords &
content
performance
business
goals, volume &
profitability
your
prioritized
keywords and
topics
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
37. 1. start by getting keywords & PHRASES suggestions
tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
38. look for modifiers MATCHING customer journey & personas
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
!
!
review
tips
guide
news
…
informational
products
+brands
topics
…
!
!
buy
reserve
purchase
register
…
transactional
+
products
brands
topics
…
and …
39. 2. identify their search volume & seasonality
seasonality
keywords search volume and ideas
adwords.google.com/KeywordPlanner
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
40. 3. validate the initial data with additional tools
seasonality
keywords search volume and ideaswww.semrush.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
41. 4. expand it with those of your competitors
competitors keywords, search volume and seasonality
www.semrush.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
42. 5. see which search vertical gives more traffic
www.similarweb.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
43. 6. check your linked content, rankings & organic traffic
http://www.google.com/analytics/
www.google.com/webmasters/tools/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.opensiteexplorer.org/
44. avoiding “not provided” focusing on pages & not keywords
http://www.google.com/analytics/
www.google.com/analytics/ www.google.com/webmasters/tools/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
45. 7. SET ALERTS TO monitor & leverage NEW contenT TRENDS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.talkwalker.com/alerts www.google.com/trends/hottrends
46. you can now consolidate all the gathered keyword data
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
47. and prioritize by relevance, intent & search volume
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
48. 8. check your current rankings for these keywords
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
49. 9. finally, verify their competition level
competition level
results format
moz.com/tools/keyword-difficulty
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
50. which will provide the additional information you need
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
51. to identify the keywords with the specified criteria
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
!
!
Relevance
search volume
competition
seasonality
intent
!
!
existence
format
rankings
traffic
conversions
INDUSTRY behavior current content
!
!
VOLUME
PROFITABILITY
business offering
52. Content Demand
in search engines
Content supply
in your website
that will target the unfulfilled search audience needs
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
53. Content Demand
in search engines
Content supply
in your website
with your web content areas, types & formats
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
54. it’s now time to improve this content visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
55. giving your content search visibility & conversions
2.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
56. let’s start by checking google’s current search results
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
57. the “standardized” 10 links results days are over
http://www.google.com/webmasters/tools/richsnippets
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
58. we now have PERSONALIZED & multi-device results
http://www.google.com/webmasters/tools/richsnippets
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
personalized
59. local results with map, carrousel & reviews
local carrousel
business reviews
maps
authorship
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
60. answer box, images, news, authorship & knowledge graph
news
images
answer box
authorship
knowledge graph
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
61. video, recipe with ratings results
authorship
recipe w/ ratings
video
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
63. and more! check-out this dr. pete’s presentation
www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
64. it’s not just about rankings anymore, but visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
65. how to stand out & make the most out of these?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
66. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
improving relevance & search-friendliness of content
map keywords
with web
architecture
identify
content type &
format to target
each topic
optimize
content (pages,
images, videos) for
their targeted
keywords
use
structured
markup to give a
meaning to your
content
verify that
your content is
correctly seen by
search engines
make sure your
content is
correctly shown in
mobile devices
facilitate
your content
share-ability
BETTER SEARCH
VISIBILITY
67. x
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
1. map your keywords with your web content areas
community
product
category 2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category
a
categoty
b
blog
product
category 1
product
category n
68. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and the content types & formats to develop or optimize
www.distilled.net/blog/the-content-matrix/
69. it’s key to avoid lack of targeted relevance
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
good implementation of parallax for seo
bad implementation of parallax for seo
70. and minimize content cannibalization issues
community
product
category 2
learning
center
events
home
product
1b
product
n2
category
a
categoty
b
blog
product
category 1
product
category n
targeting query A
product
1a
product
n1
targeting query a
=
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s ok - targeting different modifiers that
google identifies as relevant for this query
71. that makes google to not choose the best page to rank
community
product
category 2
learning
center
events
home
product
1b
product
n2
category
a
categoty
b
blog
product
category 1
product
category n
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
this is not ok
a question page from the community q&a is
not the best for this transactional query
product
1a
product
n1
=
targeting query A targeting query a
72. use siteliner to check internal content duplication ISSUES
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.siteliner.com/
73. 2. optimize pages relevance towards their targeted terms
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
74. featurE them in key areas & elements of your pages
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
meta description
headings
title
body text
images
url
keywords, topics or phrases in
videos
75. and facilitate their shareability
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
76. use embed codes besides share buttons
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/
77. 3. OPTIMIZE YOUR images relevance
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
surrounding text
alt description
file name
optimize with the targeted terms
78. and your videos relevance TOO
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
title
file name
optimize with the targeted terms
caption or surrounding text
79. 4. check how google (vs. your users) see your content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en
80. and how your mobile users visualize it with an emulator
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator
81. if you require registration, balance your approach
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
registration requirement to see more. be careful
with the implementation to avoid cloaking.
visible content to users & search engines,
enough to give relevance to the page
82. remember your page body needs relevant content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
http://youtu.be/8DNzUWgHtKc
83. 5. make the most out of the title, meta description & url
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
title
good poor
meta description
url
fair
Begin with targeted term
~ 55 characters for desktop &
~ 60 for mobile
descriptive and attractive
expanding title, inviting users to click
~150 characters for desktop &
~115 characters for mobile
short & descriptive
targeted terms in url
84. use the seochat meta tag generator to preview them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
tools.seochat.com/tools/metatags-google-preview/
85. and a user agent switcher in your browser to verify them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
ipad iphone
bit.ly/snifferfirefox bit.ly/snifferchrome
86. 6. give a “meaning” to your content with structured data
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/99170?hl=en schema.org
87. #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and enhance your search results with rich-snippets
88. use structured data & schema tools to generate them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generators
89. and the structured data testing tool to check its usage
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/tools/richsnippets
90. 7. use the authorship & publisher tags for more visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/1408986
91. and set the markup for the in-depth articles feature
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/3280182?hl=en
92. along a google+ page for you & your business
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/insidesearch/features/authorship/
93. 8. if a news site, optimize & submit for google news too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205YOU’LL NEED TECHNICAL SUPPORT for this
94. maximizing every search opportunity for your content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
95. UGH, BUT ALL THIS IS SO MUCH WORK!
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
oh please! we haven’t even gone technical
96. you can support yourself with an on-page SEO grader
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/tools/richsnippets
97. or USE SEO CRAWLERS TO do large SCALE analysis
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
98. have the “perfectly optimized page” as a reference too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
99. start collaborating with the seo team too (your new bff)
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it will be particularly handy
for technical optimization
100. finally, always monitor your content search performance
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
organic
search
conversions
external
links &
shares
organic
search
traffic
organic
search
rankings &
visibility
additional tools that can help to track it
101. this will serve to evolve your content over time
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s an iterative & incremental process
102. now you’re ready to use seo to achieve your content goals
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
let’s go!
103. you can also ask me about seo later in
twitter! Just Follow me @aleyda
thanks! do you have questions?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics