Content Optimization - The New Style

Confidential, Property of Search Influence, LLC © 2013@SearchInfluence

Alison Zeringue, Senior Account Manager, Search Influence

Content – The New Style


About Me: Alison Zeringue

• LSU Advertising Graduate

• SI Senior Account Manager, Influencer for 2+ years

• Leads a Team of 4 Account Managers

• Google AdWords + Bing Ads Certified


What is Website Content?

• Page Titles (Title Tags)• Page Descriptions (Meta Descriptions)• On-page Headings (H1)• On-page Content

Title TagURL Permalink

Call to Action

Heading Tags

Anchor Text & Internal Links

Optimized Content Contact Form

ALT Tags


Title TagShows at the top of a browser window,

and is the blue / bold title in Search Results


Meta Description• Built into the backside of a webpage and acts

as a summary or description of that page• The Meta Description is also typically

displayed in the 2 lines of black text on a SERP.


Page Heading (H1)

Heading tags used on a page to create structure and provide visual cues to the reader.


On-Page Content

The on-page content that a

visitor reads on a webpage can also be optimized so

Search Engines can easily scan and

know what your page is all about.


Pro Tip! Chrome ExtensionsUse Google Chrome as your go-to web browser &

download the MozBar Extension (it’s FREE!)

https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgphdiccmpknp?hl=en


GETTING STARTED How Do You Optimize Website Content Effectively?


Which Pages Will Be Optimized?

Always: Home PageLocation/Contact Us Page


Which Pages Will Be Optimized?

• There are some variables.– Dependent upon Keyword Package purchased– Dependent upon existing pages on website

• Your Account Manager will complete keyword research, decide on targeted keywords with the client and develop a strategy for optimizing the site for these keywords.


Which Pages To Optimize?

• For a certain keyword, your AM will choose one of the following:

– Use an existing page to which we will add brand new content

– Use an existing page to which we will optimize and enhance existing content

– Add a brand new page to the site with brand new content


CONTENT OPTIMIZATION BEST PRACTICES

Making the Most Out of Website Content


First Appearance: Worldwide, Feb 23, 2011

Penalty Reasons:1. Thin Content2. Content Farms3. High Bounce Rates

How to Overcome?4. Replacing duplicate content 5. Use of unique content for submission based backlinks3. No content spinning

Who Benefited?Well written & informativecontent that appeals visitors

Number of Updates: 13

% of Websites Affected? 12% Websites


Panda says NO!

http://www.singlegrain.com/blog/google-panda-in-plain-english-infographic/

Duplicate Content

Low Quality and


How does Google measure quality of content?


• It confuses Google!

• Search engines don’t know which versions to include/exclude from their indices

• They don’t know which versions to rank for query results!

http://www.fanpop.com/clubs/animals/images/31984297/title/panda-bear-photo

Why is Duplicate Content Bad?


How Do We Find Duplicate Content?

We conduct a duplicate content check on every website we work with!


Fixing Duplicate Content

• Rewrite duplicated content to be 100% unique• Your AM will notify you and present some

options!– Fold into existing package by replacing

deliverables– Offer additional price per page to rewrite content

if client would like corrected without replacing deliverables


Overall Keyword Optimization

Over the Years


8 – 10 Years Ago


2 – 3 Years Ago


Today

• Old: “If you are looking for real estate, Birmingham residents should call Smith Realty.”

• New: “Smith Realty will provide you a selection of listings that meet your criteria for the perfect piece of real estate in Birmingham.”


Location-Based Search

• #1 focus = true physical location

• We naturally work in the clients’ service areas (including the “big city”)


Home Page Before Optimization


Home Page After

Optimization


Internal Page Before Optimization


InternalPage After

Optimization


Site Template


Multi-Location

Businesses

Locations Page


Location Landing

Page



Help Us Write Great Content!

• Help us make our clients happy:– Getting new client questionnaires– Encourage clients to speak up on kickoff calls– Help follow up with unresponsive clients– Help the client understand that we do expect

them to have edits• We really want them to review and give us feedback• We want to make it EASY for them!


How Can Clients Give Us Feedback?

• They can send us their notes via email• We can have a phone call to walk through it• They can make edits within the document

(make sure track changes is turned on – reps can help with this)


Questions?

www.quickmeme.com


Thank you!

• [email protected]• searchinfluence.com/blog• @SearchInfluence

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