Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

Making the Most Out of SEO to Achieve Your Content Goals

#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

hell0 confab! I’m so happy to be here

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?

let’s talk about seo

it’s not this. this is simply spam.

it’s BETTER visibility by improving relevance & popularity

Relevance popularity

connecting search audience interest with business offer

which is done with web content

seo needs relevant, original & compelling content

1. content relevance is a key SEO RANKING factor

http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/

google makes it clear in their quality guidelines

support.google.com/webmasters/answer/35769?hl=en#1

penalizes those sites that don’t comply with them

support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312

*OUCH*

blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/

and it’s evolving their algorithm with semantic features

insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.html

2. COMPELLING CONTENT ATTRACTS links, citations, shares

which increases a page popularity and rankingS

because all of this, content is the SEO king

ups! sorry. I meant A good king.

but how can seo help content?

BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS

in the age of the multi-channel customer journey

www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

CONTENT is the common DRIVER

to sell

to educate

to grow your community

to support your customers

to build your reputation

TO COMMUNICATE YOUR NEWS

which are part of your content goals too

here are a couple of ways seo CAN HELP you TO achieve them

identifying your search audience needs1.

to create content that connects with your audience

page 2

topics that your audience search about your business & industry

content type & format that your audience will love & endorse

your site

AN SEO TARGETED KEYWORD RESEARCH WILL GIVE ANSWERS

Content Demand in search engines

Content supply in your website

to identify current content with search audience demand

YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND

and the non-fulfilled demand of your search audience

YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND

LET’S IDENTIFY THAT NON-FULFILLED DEMAND WITH A KEYWORD RESEARCH

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

1. start by getting keywords & PHRASES suggestions

tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php

look for modifiers MATCHING customer journey & personas

review tips

guide news

informational

products

+brands

topics

buy reserve

purchase register

transactional

products

brands

topics

and …

2. identify their search volume & seasonality

seasonality

keywords search volume and ideasadwords.google.com/KeywordPlanner

3. validate the initial data with additional tools

seasonality

keywords search volume and ideaswww.semrush.com/

4. expand it with those of your competitors

competitors keywords, search volume and seasonalitywww.semrush.com/

5. see which search vertical gives more traffic

www.similarweb.com/

6. check your linked content, rankings & organic traffic

http://www.google.com/analytics/www.google.com/webmasters/tools/

www.opensiteexplorer.org/

avoiding “not provided” focusing on pages & not keywords

http://www.google.com/analytics/www.google.com/analytics/ www.google.com/webmasters/tools/

7. SET ALERTS TO monitor & leverage NEW contenT TRENDS

www.talkwalker.com/alerts www.google.com/trends/hottrends

you can now consolidate all the gathered keyword data

and prioritize by relevance, intent & search volume

8. check your current rankings for these keywords

9. finally, verify their competition level

competition level

results format

moz.com/tools/keyword-difficulty

which will provide the additional information you need

to identify the keywords with the specified criteria

Relevance search volume

competition seasonality

intent

existence format

rankingstraffic

conversions

INDUSTRY behavior current content!!

VOLUME PROFITABILITY

business offering

that will target the unfulfilled search audience needs

with your web content areas, types & formats

it’s now time to improve this content visibility

giving your content search visibility & conversions2.

let’s start by checking google’s current search results

the “standardized” 10 links results days are over

http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

we now have PERSONALIZED & multi-device results

http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

personalized

local results with map, carrousel & reviews

local carrousel

business reviews

authorship

answer box, images, news, authorship & knowledge graph

images

answer box

authorship

knowledge graph

video, recipe with ratings results

authorship

recipe w/ ratings

products with reviews

authorship

product w/ reviews

and more! check-out this dr. pete’s presentation

www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

it’s not just about rankings anymore, but visibility

how to stand out & make the most out of these?

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

1. map your keywords with your web content areas

communityproduct

category 2learning

centerevents

product 1a

product 1b

product n1

product n2

category a

categoty b

blogproduct category 1

product category n

and the content types & formats to develop or optimize

www.distilled.net/blog/the-content-matrix/

it’s key to avoid lack of targeted relevance

good implementation of parallax for seo

bad implementation of parallax for seo

and minimize content cannibalization issues

communityproduct

category 2learning

centerevents

product 1b

product n2

category a

categoty b

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

that makes google to not choose the best page to rank

communityproduct

category 2learning

centerevents

product 1b

product n2

category a

categoty b

product category n

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

use siteliner to check internal content duplication ISSUES

www.siteliner.com/

2. optimize pages relevance towards their targeted terms

featurE them in key areas & elements of your pages

meta description

headings

body text

images

keywords, topics or phrases in

videos

and facilitate their shareability

use embed codes besides share buttons

www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/

3. OPTIMIZE YOUR images relevance

surrounding text

alt description

file name

optimize with the targeted terms

and your videos relevance TOO

file name

optimize with the targeted terms

caption or surrounding text

4. check how google (vs. your users) see your content

www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en

and how your mobile users visualize it with an emulator

mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator

if you require registration, balance your approach

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

remember your page body needs relevant content

http://youtu.be/8DNzUWgHtKc

5. make the most out of the title, meta description & url

good poor

meta description

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

use the seochat meta tag generator to preview them

tools.seochat.com/tools/metatags-google-preview/

and a user agent switcher in your browser to verify them

ipad iphone

bit.ly/snifferfirefox bit.ly/snifferchrome

6. give a “meaning” to your content with structured data

support.google.com/webmasters/answer/99170?hl=en schema.org

and enhance your search results with rich-snippets

use structured data & schema tools to generate them

www.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generators

and the structured data testing tool to check its usage

www.google.com/webmasters/tools/richsnippets

7. use the authorship & publisher tags for more visibility

support.google.com/webmasters/answer/1408986

and set the markup for the in-depth articles feature

support.google.com/webmasters/answer/3280182?hl=en

along a google+ page for you & your business

www.google.com/insidesearch/features/authorship/

8. if a news site, optimize & submit for google news too

support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205YOU’LL NEED TECHNICAL SUPPORT for this

maximizing every search opportunity for your content

UGH, BUT ALL THIS IS SO MUCH WORK!

oh please! we haven’t even gone technical

you can support yourself with an on-page SEO grader

www.google.com/webmasters/tools/richsnippets

or USE SEO CRAWLERS TO do large SCALE analysis

have the “perfectly optimized page” as a reference too

moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

start collaborating with the seo team too (your new bff)

it will be particularly handy for technical optimization

finally, always monitor your content search performance

organic search

conversions

external links & shares

organic search traffic

organic search

rankings & visibility

additional tools that can help to track it

this will serve to evolve your content over time

it’s an iterative & incremental process

now you’re ready to use seo to achieve your content goals

let’s go!

you can also ask me about seo later in twitter! Just Follow me @aleyda

thanks! do you have questions?

https://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/gordontarpley/13442033023/

https://www.flickr.com/photos/lens-cap/6923275818/

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https://www.flickr.com/photos/huguesndelafleche/7180733937/

https://www.flickr.com/photos/brizzlebornandbred/9175200216/

IMAGES featured UNDER CREATIVE COMMONS

http://www.flickr.com/photos/bfishadow/3591117493/

http://www.flickr.com/photos/kwl/3408969036/

https://www.flickr.com/photos/kwl/3346188435/

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https://www.flickr.com/photos/matthewpaulson/7820480682/

https://www.flickr.com/photos/donsolo/2765213316/

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