Content's Role in Seo

SEO Training with Interrupt Media
Lesson 6: Content’s Role in SEO

Course Syllabus
Week 1: Introduction to SEO
Week 2: On-Page Optimization and Technical SEO
Week 3: Technical SEO
Week 4: Local SEO
Week 5: Link Building
Week 6: Content’s Role in SEO
Week 7: Competitor Analysis
Week 8: Social Media’s Impact on SEO
Week 9: Measuring the Results
Week 10: Course Review
Destiny Marketing Solutions®

Roadmap
1. What is Content?
2. Content’s Role in the Digital Marketing World
3. What is High Quality Content & How to Create it
4. Optimizing Content for SEO
5. Key Takeaways
6. Q&A
7. Homework

What is Content?
“High quality, useful information that conveys a story
presented in a contextually relevant manner with the
goal of soliciting an emotion or engagement.
Delivered live or asynchronously, content can be
expressed using a variety of different formats
including text, images, video, audio, or
presentations.”
- Heidi Cohen, ActionableMarketingGuide.com

A Simpler Definition
“Content comes in any form (audio, video, text) and
it informs, entertains, or teaches the people who
consume it”
- Derek Halpern, Founder of Social Triggers

An Even Simpler Definition
“Any content created with the goal of attracting
search engine traffic”

Types of Content

Content is King in SEO
• Content offers opportunities to target keywords
• Useful content can help with social validation
• Quality backlinks are attainable with good content
• Content is needed for higher search engine
rankings
• Great, targeted content addresses user intent

In-depth Content Provides Ample
Opportunity to Target Keywords
• Keywords still matter when ranking pages
• High quality, long-form content gives you more
opportunities to include keywords naturally

Excellent Content Helps with Social
Validation
• Content that delivers value is more likely to be
shared on social networks like Facebook, Twitter,
or Pinterest
• Satisfied readers attract more satisfied readers
• Social validation hasn’t been proven to be a
ranking factor, but social shares usually correlate
with improved search engine rankings & website
traffic

Great Content Makes Backlink
Acquisition Easier
Website owners want to link to good, high value
content because it helps satisfies their readers’
search intention
Review Question: Why is it Important to Build
Backlinks to Your Website?

Content Helps with Higher Rankings
Google ranks text content, images, and video
Higher Search Engine Rankings = More Online Visibility

Good Content Serves Some Purpose
Question: If you just wrote about whatever you
wanted and didn’t help anyone, what would
happen with your website?

Think Audience First with Your Content

How to Stay Audience Focused
• Focus on your customer avatar
• Understand their journey
• Each stage of their journey should be addressed
with different types of content & topics
Review Question: What is TOFU, MOFU, & BOFU?

What is High Quality Content?
• Well-written
• Useful & informative
• Provide more value than other websites &
competitors
• Credible
• Unique
• Engaging

Good Content is Well Written

Great Content Serves a Purpose
Good content can inform, entertain, inspire, or serve
a combination of these purposes

Example: Jonah’s Pasta Restaurant Website
A good restaurant website would include all of the
following:
• Location
• Hours of Operation
• Contact Info
• Menu
• Blog

Provide More Value than Other Websites
Joy, let’s say you were to write an article about how
young male aspiring singers can make the transition
during puberty.
How do you ensure that article provides more value
or a different perspective than other articles on the
web?

Show Credibility
Include the following elements when preparing your
content:
• Original research
• Outbound links to authority websites
• Expert interviews
Credibility adds to your website’s trustworthiness
and reputation

Be Unique
• Content should not be mass produced or copied
on a larger number of websites
• Content should be focused on user experience,
not SEO

Engage Your Users
• Let your personality shine!
• Content should resonate with your target
audience
• Promote user engagement with:
– Social media updates
– Content commenting
– Social share widgets

Creating Optimized Content
Remember the 5Ps of Success:
Proper Planning Prevents Piss-poor Performance

To Fail to Plan, is to Plan to Fail
• Use an Editorial Calendar
– Topic
– Target Keyword along with Secondary Keywords
– Type of Content (i.e. blog post, infographic, video)
– Scheduled Publish Date

Perform Keyword Research &
Determine Your Topic
• Figure out which phrases your target audience
users to find similar information
• Focus on long-tail keywords
• Match the topic to your target keywords
Review Question: Name one keyword tool we can
use to find good potential keywords

Develop an Outline for Your Content

Creating the Content
• Stick to the outline
• Write for the web
– Avoid large blocks of text
– Keep your paragraphs to 1-2 sentences, and keep your
sentences short, with 10-15 words
– Use subheadings & other types of media to break up
text
– Incorporate various types of media such as images,
video, audio, and block quotes

Aesthetics are Important

Optimize the Content for SEO
Review Question: On the Google Search Results
page, where can I find the title tag, meta
description, and URL?

Optimizing the Title Tag
• Include the primary keyword of the page
• Include the website, brand, or company name at
the end of the title tag
• Keep it under 70 characters

Optimizing the Meta Description
• Include a call to action
• Keep it under 156 characters
• Treat the snippet as a mini advertisement for the
page

Optimizing the Meta Description

Optimizing the URL
• Don’t include numbers or parameters

Include Internal & External Links
• Be mindful of anchor text
• Make sure links open in a new window or tab
• Ensure the link is helpful for the reader
Review Question: What is the difference between a
Follow & NoFollow link?

Key Takeaways
• You’re not doing good SEO unless you’re delivering
good content
• Your SEO campaign will fail unless you integrate
strong content

Q&A

Homework Assignments
• Review beginner modules here:
– https://moz.com/learn/seo/content-marketing
– https://moz.com/beginners-guide-to-content-marketing
– https://moz.com/learn/seo/on-site-seo
• Review Post Publish Workflow
– https://drive.google.com/file/d/1_M8cLRGKwcslGlxhv_6VRDPlqE5bd8kI/view?usp=sharing
• Add commenting plugin on sites - https://wordpress.org/plugins/wpdiscuz/#description
• Add social widget plugin on sites - https://wordpress.org/plugins/sassy-social-share/
• Share at least two updates to your personal social media profiles with links back to your websites
• Review customer avatars
• Create Medium profile and share snippet of one of your articles there, with link back to your website
• Review SEO Content Beginners Guide: https://www.wordstream.com/blog/ws/2012/01/17/seo-content-beginners-guide
• Answer SEO Questions
• Bonus: Create a video for your website, and upload it to YouTube. Then, embed the video on your site.

Homework Questions
1. List three ways to promote your website's content
2. What are five types of content that you can add on your website?
3. Select the four stages of the content marketing funnel
1. Discovery
2. TOFU
3. Consideration
4. Retention
5. Conversion
6. Purchase
4. What are good content types for the middle of the funnel
5. Fill in the blank. ___________ content was one of Google Panda's targets.
6. True or False. When you content is duplicated elsewhere on the web, this is a good sign that your content is great.
7. Fill in the blank. You're not doing good SEO unless you are delivering good ______________
8. What is an editorial calendar and why is it important?
9. What are some ways you can make your content more readable?
10. What are some ways you can provide more value than your competitors with your website content?

Content's Role in Seo

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