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Maximizing Your Content f Seo Success & Love #CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Aleyda Solis - Role of Content in SEO Process

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Aleyda Solis - Role of Content in SEO Process SEOZONE14

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Page 1: Aleyda Solis - Role of Content in SEO Process

Maximizing Your Content for Seo Success & Love

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 2: Aleyda Solis - Role of Content in SEO Process

Speaker

Blogger Sharer@aleyda +aleydasolis

Hello Istanbul! My name is Aleyda Solis

Seo

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 3: Aleyda Solis - Role of Content in SEO Process

Let’s talk about Content for Seo Today

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 4: Aleyda Solis - Role of Content in SEO Process

Making it “keyword” relevant is not enough

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 5: Aleyda Solis - Role of Content in SEO Process

There are more characteristics to be fulfilled

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 6: Aleyda Solis - Role of Content in SEO Process

To maximize your content Seo performance

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

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It shall be bot-friendly

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 8: Aleyda Solis - Role of Content in SEO Process

Panda Proof

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 9: Aleyda Solis - Role of Content in SEO Process

Rank & attract your audience attention

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 10: Aleyda Solis - Role of Content in SEO Process

Educate about your offering

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 11: Aleyda Solis - Role of Content in SEO Process

Communicate your news

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 12: Aleyda Solis - Role of Content in SEO Process

Help you sell your products or services

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 13: Aleyda Solis - Role of Content in SEO Process

Provide a great experience

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

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Which will get your audience endorsement.

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

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In a continous & scalable process

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 16: Aleyda Solis - Role of Content in SEO Process

Raise your hand if you follow all this!

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 17: Aleyda Solis - Role of Content in SEO Process

We have a challenge

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 18: Aleyda Solis - Role of Content in SEO Process

But we can improve to achieve these goals

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 19: Aleyda Solis - Role of Content in SEO Process

Start by asking the following questions

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

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Who are & How my audience search?

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 21: Aleyda Solis - Role of Content in SEO Process

Go beyond “keyword relevance & search volume”

CONTENT FORMAT

SCENARIOS PERSONAS

USED DEVICES

INTENT

TOPICS

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 22: Aleyda Solis - Role of Content in SEO Process

Identify terms, phrases, modifiers, variants

http://keywordtool.io/

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 23: Aleyda Solis - Role of Content in SEO Process

Expand your ideas thanks to your competitors

http://semrush.com/

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 24: Aleyda Solis - Role of Content in SEO Process

See which vertical & format provides more traffic

http://similarweb.com

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 25: Aleyda Solis - Role of Content in SEO Process

Identify your Web most linked content & topics

http://www.google.com/analytics/http://opensiteexplorer.org

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 26: Aleyda Solis - Role of Content in SEO Process

Check your most shared topics, formats & platforms

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

http://socialcrawlytics.com

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 27: Aleyda Solis - Role of Content in SEO Process

Search the most shared content in social networks

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

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

http://buzzsumo.com

Page 28: Aleyda Solis - Role of Content in SEO Process

Verify the devices used for the relevant queries

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

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 29: Aleyda Solis - Role of Content in SEO Process

Map this with your customer journey

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

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

Page 30: Aleyda Solis - Role of Content in SEO Process

Answer when do they search what and how

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

+

INFORMATIONAL review

tips guide news

TRANSACTIONAL buy

reserve purchase register

OR

OR

OR

PRODUCTS

BRANDS

TOPICS

Page 31: Aleyda Solis - Role of Content in SEO Process

Profile your Audience & Identify your Personas

BACKGROUND

CHARACTERISTICS

ACTIVITIES & MOTIVATIONS

CONTEXT SCENARIOS

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 32: Aleyda Solis - Role of Content in SEO Process

Check-out these Personas guides

http://moz.com/blog/personas-understanding-the-person-behind-the-visit

http://www.creativity101.com/creating-a-persona-why-and-how/

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 33: Aleyda Solis - Role of Content in SEO Process

Prioritize topics & keywords based on your findings

BEHAVIOR relevance volume

competition seasonality

persona intent

scenario

BUSINESS availability profitability

STATUS content existence

content format rankings traffic

conversions growth

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 34: Aleyda Solis - Role of Content in SEO Process

How to connect with my search audience and fulfill their needs while giving the best experience?

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 35: Aleyda Solis - Role of Content in SEO Process

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

http://moz.com/blog/google-organic-click-through-rates-in-2014

By giving your content the best visibility…

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 36: Aleyda Solis - Role of Content in SEO Process

Which is not just about rankings anymore

http://www.google.com/webmasters/tools/richsnippets#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

local carrousel

business reviews

maps

Page 37: Aleyda Solis - Role of Content in SEO Process

But also about optimizing for search features

http://www.google.com/webmasters/tools/richsnippets#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

news

images

answer box

knowledge graph

Page 38: Aleyda Solis - Role of Content in SEO Process

Our optimization efforts should evolve as Google

http://www.google.com/webmasters/tools/richsnippets#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 39: Aleyda Solis - Role of Content in SEO Process

Optimize the experience of your content

map topics with web

architecture

identify content type &

format to target each topic

optimize content (pages,

images, videos) for 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 all devices

facilitate your content

share-ability

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 40: Aleyda Solis - Role of Content in SEO Process

x

Map the prioritized topics with your web areas

communityproduct category 2

learning center

events

home

product 1a

product 1b

product n1

product n2

category a

category b

blogproduct category 1

product category n

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 41: Aleyda Solis - Role of Content in SEO Process

As well as the content type & format

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

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

Page 42: Aleyda Solis - Role of Content in SEO Process

Avoid internal content duplication issues

www.siteliner.com/

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 43: Aleyda Solis - Role of Content in SEO Process

and the lack of targeted relevance

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

NO YES

Page 44: Aleyda Solis - Role of Content in SEO Process

Check out these resources to solve it

http://moz.com/blog/parallax-scrolling-websites-and-seo-a-collection-of-solutions-and-examples

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

http://builtvisible.com/on-infinite-scroll-pushstate/

Page 45: Aleyda Solis - Role of Content in SEO Process

Make sure each page has an attractive content offer

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

http://youtu.be/8DNzUWgHtKc

Page 46: Aleyda Solis - Role of Content in SEO Process

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

meta description

headings

title

body text

images

url

keywords or topics in

videos

Optimize your content towards their targeted terms

Page 47: Aleyda Solis - Role of Content in SEO Process

Each page should be considered a landing page

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 48: Aleyda Solis - Role of Content in SEO Process

Attractive, with purpose, built to connect & convince

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

https://blog.kissmetrics.com/landing-page-design-infographic/

http://www.slideshare.net/ScottValentine1/how-to-optimize-landing-pages-for-conversions

Page 49: Aleyda Solis - Role of Content in SEO Process

When optimizing, think on your personas

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

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

Page 50: Aleyda Solis - Role of Content in SEO Process

Don’t forget to optimize your images

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

surrounding text

alt description

file name

optimize with the targeted terms

structured markup

Page 51: Aleyda Solis - Role of Content in SEO Process

And your videos too!

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

title

file name

optimize with the targeted terms

caption or surrounding text

structured markup

Page 52: Aleyda Solis - Role of Content in SEO Process

Test how your content is delivered for all devices

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

https://developers.google.com/speed/pagespeed/insights/

https://developer.chrome.com/devtools/docs/device-mode

Page 53: Aleyda Solis - Role of Content in SEO Process

Making sure each target their users characteristics

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 54: Aleyda Solis - Role of Content in SEO Process

Give your content a meaning with structured data

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

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 55: Aleyda Solis - Role of Content in SEO Process

Which in some cases will give extra-visibility too

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 56: Aleyda Solis - Role of Content in SEO Process

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

Use generators & testers for the implementation

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 57: Aleyda Solis - Role of Content in SEO Process

Facilitate your content shareability with buttons

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 58: Aleyda Solis - Role of Content in SEO Process

And mark your content for social sharing

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 59: Aleyda Solis - Role of Content in SEO Process

Maximize your visibility in social networks with them

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 60: Aleyda Solis - Role of Content in SEO Process

You can verify them with their own validators

https://developers.facebook.com/tools/debug/ https://cards-dev.twitter.com/validator

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 61: Aleyda Solis - Role of Content in SEO Process

Always enable ways to distribute your content

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

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 62: Aleyda Solis - Role of Content in SEO Process

Ugh! But this is so much work

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 63: Aleyda Solis - Role of Content in SEO Process

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

But now you’ll have an optimized page!

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 64: Aleyda Solis - Role of Content in SEO Process

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

It’s about being consistent & multidisciplinary

Page 65: Aleyda Solis - Role of Content in SEO Process

And what happens when I run out of content ideas?

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 66: Aleyda Solis - Role of Content in SEO Process

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

It’s about being (again) consistent & creative

target trends, news & updates your

research

reformat & repurpose successful content

curate existing content

for hot topics

have an editorial

calendar & schedule

make use of user generated

content

Page 67: Aleyda Solis - Role of Content in SEO Process

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Keep updated with Content & Keywords Alerts

buzzsumo.com

Page 68: Aleyda Solis - Role of Content in SEO Process

Like they have done!

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 69: Aleyda Solis - Role of Content in SEO Process

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Like they have done!

Page 70: Aleyda Solis - Role of Content in SEO Process

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Like they have done!

Page 71: Aleyda Solis - Role of Content in SEO Process

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Your content deserves visibility! Let’s give it that.

Page 72: Aleyda Solis - Role of Content in SEO Process

Thanks Seozone! Do you have questions?

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Page 73: Aleyda Solis - Role of Content in SEO Process

https://www.flickr.com/photos/isherwoodchris/7322132364/

https://www.flickr.com/photos/guinavere/6226636645/

https://www.flickr.com/photos/kalexanderson/6231391820/

https://www.flickr.com/photos/kalexanderson/7588800922/

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https://www.flickr.com/photos/activars/6590201161/

https://www.flickr.com/photos/mac_filko/8256455440/

https://www.flickr.com/photos/kalexanderson/8972242350/

https://www.flickr.com/photos/23950335@N07/5513197198/

https://www.flickr.com/photos/bobsfever/6747750655/

https://www.flickr.com/photos/east_mountain/10351490185/

https://www.flickr.com/photos/icedsoul/2699731884/

https://www.flickr.com/photos/activars/5331301148/

https://www.flickr.com/photos/empirestripesback/10331615303/

https://www.flickr.com/photos/empirestripesback/9799007436/

https://www.flickr.com/photos/empirestripesback/14502360973/

https://www.flickr.com/photos/pedrovezini/5853054073/

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Images under Creative Commons