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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
let’s talk about seo
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s not this. this is simply spam.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s BETTER visibility by improving relevance & popularity
Relevance popularity
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
connecting search audience interest with business offer
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
which is done with web content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
seo needs relevant, original & compelling content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
1. content relevance is a key SEO RANKING factor
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/
google makes it clear in their quality guidelines
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/35769?hl=en#1
penalizes those sites that don’t comply with them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312
*OUCH*
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
which increases a page popularity and rankingS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
because all of this, content is the SEO king
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
ups! sorry. I meant A good king.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
but how can seo help content?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
in the age of the multi-channel customer journey
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
CONTENT is the common DRIVER
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to sell
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to educate
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to grow your community
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to support your customers
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to build your reputation
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
TO COMMUNICATE YOUR NEWS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
which are part of your content goals too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
here are a couple of ways seo CAN HELP you TO achieve them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
identifying your search audience needs1.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to create content that connects with your audience
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
page 1 page 2
home
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to identify current content with search audience demand
Content Demand in search engines
Content supply in your website
YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and the non-fulfilled demand of your search audience
Content Demand in search engines
Content supply in your website
YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND
LET’S IDENTIFY THAT NON-FULFILLED DEMAND WITH A KEYWORD RESEARCH
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
1. start by getting keywords & PHRASES suggestions
tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
look for modifiers MATCHING customer journey & personas
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
!!
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
3. validate the initial data with additional tools
seasonality
keywords search volume and ideaswww.semrush.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
4. expand it with those of your competitors
competitors keywords, search volume and seasonalitywww.semrush.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
5. see which search vertical gives more traffic
www.similarweb.com/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
6. check your linked content, rankings & organic traffic
http://www.google.com/analytics/www.google.com/webmasters/tools/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
7. SET ALERTS TO monitor & leverage NEW contenT TRENDS
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.talkwalker.com/alerts www.google.com/trends/hottrends
you can now consolidate all the gathered keyword data
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and prioritize by relevance, intent & search volume
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
8. check your current rankings for these keywords
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
9. finally, verify their competition level
competition level
results format
moz.com/tools/keyword-difficulty
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
which will provide the additional information you need
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
to identify the keywords with the specified criteria
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
!!
Relevance search volume
competition seasonality
intent
!!
existence format
rankingstraffic
conversions
INDUSTRY behavior current content!!
VOLUME PROFITABILITY
business offering
Content Demand in search engines
Content supply in your website
that will target the unfulfilled search audience needs
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
Content Demand in search engines
Content supply in your website
with your web content areas, types & formats
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s now time to improve this content visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
giving your content search visibility & conversions2.
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
let’s start by checking google’s current search results
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
maps
authorship
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
answer box, images, news, authorship & knowledge graph
news
images
answer box
authorship
knowledge graph
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
video, recipe with ratings results
authorship
recipe w/ ratings
video
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
products with reviews
authorship
product w/ reviews
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and more! check-out this dr. pete’s presentation
www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s not just about rankings anymore, but visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
how to stand out & make the most out of these?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
x
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
1. map your keywords with your web content areas
communityproduct
category 2learning
centerevents
home
product 1a
product 1b
product n1
product n2
category a
categoty b
blogproduct category 1
product category n
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
good implementation of parallax for seo
bad implementation of parallax for seo
and minimize content cannibalization issues
communityproduct
category 2learning
centerevents
home
product 1b
product n2
category a
categoty b
blogproduct category 1
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
home
product 1b
product n2
category a
categoty b
blogproduct category 1
product category n
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.siteliner.com/
2. optimize pages relevance towards their targeted terms
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
featurE them in key areas & elements of your pages
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
meta description
headings
title
body text
images
url
keywords, topics or phrases in
videos
and facilitate their shareability
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
use embed codes besides share buttons
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/
3. OPTIMIZE YOUR images relevance
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
surrounding text
alt description
file name
optimize with the targeted terms
and your videos relevance TOO
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
title
file name
optimize with the targeted terms
caption or surrounding text
4. check how google (vs. your users) see your content
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en
and how your mobile users visualize it with an emulator
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator
if you require registration, balance your approach
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
http://youtu.be/8DNzUWgHtKc
5. make the most out of the title, meta description & url
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
title
good poor
meta description
url
fair
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
tools.seochat.com/tools/metatags-google-preview/
and a user agent switcher in your browser to verify them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
ipad iphone
bit.ly/snifferfirefox bit.ly/snifferchrome
6. give a “meaning” to your content with structured data
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/99170?hl=en schema.org
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
and enhance your search results with rich-snippets
use structured data & schema tools to generate them
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generators
and the structured data testing tool to check its usage
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/tools/richsnippets
7. use the authorship & publisher tags for more visibility
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/1408986
and set the markup for the in-depth articles feature
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
support.google.com/webmasters/answer/3280182?hl=en
along a google+ page for you & your business
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/insidesearch/features/authorship/
8. if a news site, optimize & submit for google news too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
UGH, BUT ALL THIS IS SO MUCH WORK!
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
oh please! we haven’t even gone technical
you can support yourself with an on-page SEO grader
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
www.google.com/webmasters/tools/richsnippets
or USE SEO CRAWLERS TO do large SCALE analysis
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
have the “perfectly optimized page” as a reference too
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
start collaborating with the seo team too (your new bff)
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it will be particularly handy for technical optimization
finally, always monitor your content search performance
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
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
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
it’s an iterative & incremental process
now you’re ready to use seo to achieve your content goals
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
let’s go!
you can also ask me about seo later in twitter! Just Follow me @aleyda
thanks! do you have questions?
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics
https://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/gordontarpley/13442033023/
https://www.flickr.com/photos/lens-cap/6923275818/
https://www.flickr.com/photos/st3f4n/4171756453/https://www.flickr.com/photos/scottiet812/2918178633/
https://www.flickr.com/photos/cipherswarm/5405595165/https://www.flickr.com/photos/mrtopf/4074083883/
https://www.flickr.com/photos/69125796@N00/7420991330/https://www.flickr.com/photos/jdhancock/5845280258/
https://www.flickr.com/photos/lens-cap/12335354515/
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/
https://www.flickr.com/photos/han_shot_first/8065610332/
https://www.flickr.com/photos/trustypics/5416859444/
https://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/legofenris/4563478042/
http://www.flickr.com/photos/st3f4n/4482211416/
https://www.flickr.com/photos/kalexanderson/5592994934/
https://www.flickr.com/photos/matthewpaulson/7820480682/
https://www.flickr.com/photos/donsolo/2765213316/
https://www.flickr.com/photos/lens-cap/10718593294/
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics