Content Strategists: Use SEO to achieve your content goals #ConfabEU

#seoforcontent AT #confabEU BY @aleyda FROM @orainti

Making the Most Out of Seo to Achieve Your Content Goals

hell0 #confabEU


WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS?


Speaker

Blogger Sharer@aleyda +aleydasolis

Consultant

Hi, My name is Aleyda Solis

RAISE YOUR HAND: WHO HAS SEO EXPERIENCE IN THE ROOM?


who WAS successful and loved it?


SEO shouldn’t be a pain FOR CONTENT STRATEGISTS


SEO <> SPAM


SEO CAN HELP CONTENT TO ACHIEVE ITS GOALS


SEO CAN HELP CONTENT TO ACHIEVE ITS GOALS


to sell

to educate

to communicate

to support

to promote

it CONNECTS search audience interest with WEBSITE offer


WITH BETTER visibility by improving relevance & popularity

Relevancepopularity



LET’S SEE HOW…


FIRST, LET’S identify your SEARCH audience needs


WHAT ARE YOUR POTENTIAL SEARCH VISITORS LOOKING FOR?

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


DO A keyword & topical research

start by getting keywords & PHRASES suggestions


http://keywordtool.io/

http://keywordtool.io/

look for modifiers MATCHING customer journey & personas

…


+

informational review

tips guide news

transactional buy

reserve purchase register

or

products

brands

topics

or

or

identify their search volume & seasonality

www.semrush.com/


http://www.semrush.com/

expand YOUR KEYWORDS with those of your competitors


see which search vertical gives more traffic

www.similarweb.com/


http://www.similarweb.com/

check your linked content, rankings & organic traffic

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


https://www.google.com/webmasters/tools/

http://www.opensiteexplorer.org/

& verify these keywords competition level

moz.com/tools/keyword-difficulty


http://moz.com/tools/keyword-difficulty

consolidate and prioritize your keywords & TOPICS


use them to create, OPTIMIZE & REORGANIZE CONTENT


!!

Relevance search volume competition seasonality

intent

!!

existence format

rankingstraffic

conversions

INDUSTRY behavior current content!!

VOLUME PROFITABILITY

business offering

DISCOVER OPPORTUNITIES TO SATISFY YOUR AUDIENCE CONTENT NEEDS


NOW, LET’S OPTIMIZE YOUR CONTENT FOR SEARCH


how to attract the visibility your content deserves?

http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabEU BY @aleyda FROM @orainti

ACHIEVING BETTER POSITIONS FOR RELEVANT QUERIES


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

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

but is not just about rankings anymore


IS ABOUT MAKING the most out of search features FOR VISIBILITY


OPTIMIZE THE relevance & search-friendliness of YOUR content

map keywords 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

BETTER SEARCH

VISIBILITY


x

map your TOPICS & KEYWORDS with your web areas

community

product category

2

learning center

events

home

product 1a

product 1b

product n1

product n2

category a

categoRy b

blogproduct category

1

product category

n


AS WELL AS the content type & format

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


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

avoid THE lack of targeted relevance


BAD GOOD

THERE ARE ALWAYS SEO FRIENDLY WAYS TO IMPLEMENT


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

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

use siteliner to check internal content duplication ISSUES


www.siteliner.com/

http://www.siteliner.com/

optimize pages relevance towards their targeted terms


featurE them in key areas & elements of your pages

meta description

headings

title

body text

images

url

keywords or topics in

videos


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

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 A meta tag CHECKER to preview them

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


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

OPTIMIZE YOUR images relevance

surrounding text

alt description

file name

optimize with the targeted terms


STRUCTURED MARKUP

and your videos relevance TOO

title

file name

optimize with the targeted terms

caption or surrounding text


STRUCTURED MARKUP

search engines should see the same content than your users

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


http://www.browseo.net/

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

in all TYPE OF devices

mobilephoneemulator.com/



http://mobilephoneemulator.com//developer/mobile-emulator


if you require registration FOR CONTENT, balance your approach


REMEMBER THAT your content needs a body

http://youtu.be/8DNzUWgHtKc


http://youtu.be/8DNzUWgHtKc

and a meaning, WHICH CAN BE GIVEN BY USING STRUCTURED DATA

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


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

in some cases IT will ALSO give you more visibility


USE GENERATORS & TESTERS FOR THE IMPLEMENTATION


www.google.com/webmasters/tools/richsnippets

tools.seochat.com/category/schema-generators

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

http://tools.seochat.com/category/schema-generators

UGH, BUT ALL THIS IS SO MUCH WORK


but now you’LL HAVE A “perfectly optimized page” AS A RESULT!


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

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

you can ALSO support yourself with an on-page SEO grader

http://moz.com/tools/onpage-grader


http://moz.com/tools/onpage-grader

or USE SEO CRAWLERS TO do large SCALE analysis


PLUS, REMEMBER THAT OUR WORK IS MULTIDISCIPLINARY


start WORKING along (your new bFF) the seo


TOGETHER WE CAN GIVE CONTENT THE SEARCH VISIBILITY IT DESERVES


thanks #confabeu


It’s time for your questions!

IMAGES featured UNDER CREATIVE COMMONS

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https://www.flickr.com/photos/activars/5923479525/


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


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/empirestripesback/10331615303/



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

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

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





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


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/pedrovezini/5853054073/

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Content Strategists: Use SEO to achieve your content goals #ConfabEU