Secrets of Content Success - The How and Why of SEO Optimization

Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Secrets of Measuring
Content Success
The Why and How of Optimizing Your
Content for the Web

Digital Marketing Consultant & Trainer
President - Dallas Search Engine Academy
beth@seotrainingdallas.com
@BethKahlich
Beth Kahlich

Agenda
• How Content is Seen by the Search Engines
• Building Authority for Your Brand

How Content is Seen by the
Search Engines
Search Engine Optimization – “SEO”

Search Engines
• Looking at all the information on the web
• Categorizing it
• Providing the best answers to people when
they search

Pay Per Click
Google AdWords
Relevant Images
SEO
Organic Search Results
Video

Organic Search Algorithm
• The “recipe” used by the search engines to
determine the relevancy of web content – and
match it to the searcher’s intent when they
are entering a search query

Web Presence Needs the Ingredients
 Words
 On-Page Optimization
 Links
 Quality

Words Matter

Write for People First
• When you write something – think about it
from the perspective of a web searcher
• Google is getting
smarter and
smarter – think FIRST
about writing for the
human reader

• Huge creative component
– think about how your ideal
customer looks for your
business
– what questions
do customers ask
– very, very specific
topics related to your business
– NOT Just the “big” terms
Start with Topic Research
AKA Keyword Research
Topics vs Keywords
Future of SEO

Content on Your Website Matters
• Have very specific information on individual
pages of your site
– FAQ
– Services
– Blog Posts/Articles
• Do not put text in images!

Be Very Specific
The Dreaded
“Services Page”
One page that lists all
your services
Have additional pages
that focus on each
specific service that
you offer
or each specific product

On Page Optimization

On Page Optimization
• Make sure that the search engines can quickly
tell what your page is about!
• Make it super easy for them to read
– example: no text imbedded in images
• Some of these are visible to the human
reader, some of them are in the code of the
website (HTML)

Tweak Your Content for Search Engines
• AFTER you’ve written your content for your
ideal audience
• You can take it a step further!
• Go back and tweak the content
• Did you mention your keyword
or topic in important areas of
the web page, article or blog post?

Example of Some On Page
Optimization Using WordPress
How Your Site Shows In Google

Example

Links Matter!

Website A
Home Page
Page 2
Page 3
Website B
Home Page
Page 1 Page 3
Page 2
Page 1
External Links
Internal Links
Internal Links and External Links

Internal Links Matter
• Links within your own website are important
• Link from your blog posts to other related
pages/articles

Internal Linking
Link Articles/Blog Posts to Main Content

Blog post links to this main page of site

External Links Matter
• Links from other websites to your website
“can” help with your ranking
• Penguin Update to Algorithm
Penalizes sites with “bad” links
People were PURCHASING links
Google said - NO

Link Building Today
• Goal is to encourage quality links
• Quantity is less important that quality, but
together they have the biggest impact
• Goal – create great, sharable information on
your site that people NATURALLY want to
share
• Reality – Getting external links is hard work
very competitive market…

Quality of Your Website Presence

Quality in Google’s Eyes
• Sites with lots of fresh new content
• Sites with growing numbers of links
• Quality User Experience – Google sees who
people interact with your site
• Quality Content – that’s useful that people
want to share

Lots of Fresh New Content
• Web Pages
• Articles
• Blog Posts
• Videos
• FAQs
• Social Media
Posts and Interactions
include these in a
Content Plan

Quality User Experience
courtesy of
www.WebPagesThatSuck.com

Before

After

Quality Content People Want to Share

Better Example

Ingredients for Good SEO
 Words
 On-Page Optimization
Links
Quality
these are being refined all the time
have good content supported by the
ingredients!

Building Authority for Your Brand
With the Search Engines
A Deeper Dive

Google Wants Clarity & Authority
• Quality and Simplicity => Clarity on Topics
• Depth of information => Authority on Topics

Broad Content
• Upper Level Content
– more broad
– simple language
– bullets, white space, some photos (visually appealing)
• Explains clearly what you do
clarity on topics

Specific, Authoritative Content
• More in-depth information
• Focused on answering questions and being a
resource for your ideal client

Shows Authority

Make Content Travel Beyond
• Social Media
• Mentions on other authoritative sites
• Client makes final decision to do business
off your site not on your site
Savvy Consumer – does their research

Measuring Results
• Web site reports are important
• Look at factors that will eventually lead to
qualified leads
– Website traffic
– Engagement
– Visits to key pages

Look at Social Media Engagement
Did you know you can see this information on the Facebook Pages You Manage?

Career Opportunities for
Content Marketers
• If you are good at writing
content to appeal to your
client’s specific target
market – there are lots of
employment opportunities
– Digital Marketing Firms know
that content is king and they
are looking for good writers!

www.DFWSEM.org

Digital Marketing Consultant & Trainer
President - Search Engine Academy Texas
SearchEngineAcademyTexas.com
beth@searchengineacademytexas.com
@BethKahlich
Beth Kahlich

Secrets of Content Success - The How and Why of SEO Optimization

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