LandUp: Content, Keywords and SEO

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Orbit Media Studios

Presentation given for the LandUp conference on 11/9/12

Design

Content, Keywords and SEO

Andy Crestodina
@crestodina

Content Strategists…

“Achieve business goals by
maximizing the impact of content.”

Source: Contentini

“Focus on the core problem your
business solves and put out lots of
content and enthusiasm, and ideas
about how to solve that problem.”

- Laura Fitton

“I urge you to start writing content that
actually is either
1) actionable,
2) a strong opinion, or
3) proven to some degree.”

-Bill Sebald

Sources of Topics

1. Keywords
2. Q&A Sites
3. Listening

Topics: Listening

1. Sales Team
2. Customer Service Team
3. Client Stories

Choose your words

“Don’t think OF the market
….think AS the market”
Source: Social Triggers

Choose your words
Latinate Words Anglo-Saxon Words
- More formal - Less formal
- Longer (polysyllabic) - Short (often monosyllabic)
- Fancy, proper - Forceful, direct

Examples Examples
acquire, transmit, constru get, send, build, stop, put, m
ct, resist, deposit, imitate, ock, set
determined

Choose your words

Latinate
Would you do me the honor of introducing
me to this female acquaintance of yours?

Anglo-Saxon
Hey, that girl you were talking to is hot!
Take me to her, will you?

Choose your words

Write like an 8th grader!
…but don’t dumb it down

How Search Engines Work

Source: SEOmoz, 2011 Search Engine Ranking Factors

SEO (over) simplified
Links = How trustworthy your site is

On-Page = How relevant the page is

Keyphrases = What the page is relevant to

Search Volume

Text

Resource: Google Keyword Tool

Search Trending

Resource: Google Insights

Regional
Interest

Resource: Google Insights

Competition
Competition is high if the sites on page one…
• Are famous (wikipedia, etc.)
• Have title tags that begin with the keyphrase
• Lots of AdWords ads
• Have a higher domain authority than you*

*see Open Site Explorer

Competition
Look out for universal search results
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News

On-Page SEO
• Once at the beginning of the title <title>

• Once in the first header <h1>

• Four to six times in the body of the page

• In links on other pages that link to the page.

Thank you!

Andy Crestodina
@orbiteers #wineweb

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LandUp: Content, Keywords and SEO

1. Content, Keywords and SEO Andy Crestodina @crestodina

2. The Big Picture…

3. Traffic: Social, Email, Search

5. Content Strategists… “Achieve business goals by maximizing the impact of content.” Source: Contentini

6. Salesy Helpful!

7. “Focus on the core problem your business solves and put out lots of content and enthusiasm, and ideas about how to solve that problem.” - Laura Fitton

8. “I urge you to start writing content that actually is either 1) actionable, 2) a strong opinion, or 3) proven to some degree.” -Bill Sebald

9. What do they want to read?

10. Obvious, right?

11. Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening

12. Topics: Google Suggest

13. Topics: Google Keyword Tool

14. Topics: Analytics

15. Topics: LinkedIn Answers

16. Topics: Quora.com

17. Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories

18. Source: Ann Handley

19. Source: Ann Handley

20. Choose your words “Don’t think OF the market ….think AS the market” Source: Social Triggers

21. How should you sound?

22. Source

23. Choose your words Latinate Words Anglo-Saxon Words - More formal - Less formal - Longer (polysyllabic) - Short (often monosyllabic) - Fancy, proper - Forceful, direct Examples Examples acquire, transmit, constru get, send, build, stop, put, m ct, resist, deposit, imitate, ock, set determined

24. Choose your words Latinate Would you do me the honor of introducing me to this female acquaintance of yours? Anglo-Saxon Hey, that girl you were talking to is hot! Take me to her, will you?

25. Choose your words Write like an 8th grader! …but don’t dumb it down

26.

27. SEO has 3 parts

28. How Search Engines Work Source: SEOmoz, 2011 Search Engine Ranking Factors

29. How Search Engines Work Source: SEOmoz, 2011 Search Engine Ranking Factors

30. SEO (over) simplified Links = How trustworthy your site is On-Page = How relevant the page is Keyphrases = What the page is relevant to

31. How to choose keyphrases

32. 3 Criteria for Choosing Keyphrases

33. Search Volume Text Resource: Google Keyword Tool

35. Regional Interest Resource: Google Insights

36. Competition Competition is high if the sites on page one… • Are famous (wikipedia, etc.) • Have title tags that begin with the keyphrase • Lots of AdWords ads • Have a higher domain authority than you* *see Open Site Explorer

37. Competition Look out for universal search results • Local (change tactics/choose another phrase) • Videos (opportunity?) • Images • Products • News

38. Relevance Text

39. How to use keyphrases

40. On-Page SEO • Once at the beginning of the title <title> • Once in the first header <h1> • Four to six times in the body of the page • In links on other pages that link to the page.

41. More Internal Linking

42. Thank you! Andy Crestodina @orbiteers #wineweb

43. Where does this content come from?

44. Source: Deana Goldasich

Hinweis der Redaktion

Get Ready for an editorial calendar explosion
Doesn’t mean you’ll be less busy. In fact you’ll be inundated with content opportunities. HOW FUN IS THAT!

LandUp: Content, Keywords and SEO

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