Upload
alok-jain
View
309
Download
0
Tags:
Embed Size (px)
DESCRIPTION
10 tips on Creating SEO-Friendly Content Optimizing your site’s content to keep it fresh, findable and relevant to changing search engine algorithms is like shooting at a moving target—and under those circumstances, hitting the bull’s-eye with your creative is an art. In this session, you’ll get an update on the latest best practices to guide content creation to maximize SEO. Gain expert insights from a major outsource provider of e-commerce web site content and hear real-life examples of how adjusting creative content improved retailers' SEO and business results.
Citation preview
• Get your site design, content and
overall experience right!
• Get your content visible on page 1
of Google SERPS
• Earn links, shares, reviews and
comments from your customers.
• Build brand authority and trust—
yielding more conversions.
10 Proven Tips to
Create SEO-Friendly ContentSo you can …
Alok JainCo-CEO & CMO
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain2
SEO Landscape
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain3
Tip #1: Use Many TacticsGoogle uses 200+ signals to serve relevant results.
B2C Marketing Usage by Tactic
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain4
Tip #2: Prioritize Define goals & map your priorities to chart course
@alokkjain | @ezdia
Defining your business goal and mapping your priorities will help achieve success.
• For a resource constrained team, you may prioritize tactics that are low effort, high effectiveness.
• For an advanced team, tackling tactics with low to medium effort, high effectiveness might be a good way to start.
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain5
Objective, audience
Content types, marketing channel
Blogs, ad banners, social media posts, infographics, short how-to’s
Buyer’s guides, gift guides, white paper, forums
Top 10/best of editorial lists, product reviews, finders
Product use guides, product reviews, free trials, testimonials
Product/accessories updates, how-to’s, blogs, community forums
When
Daily, short form
Weekly, long form
On customer interaction
On purchase and just after
Customer type/purchased items
Tip #3: Know the Content to Create
@alokkjain | @ezdia
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain6
Collect Keyword Data: ideas for sources
Tip #3: Know the Content to CreateIdentify keywords, topics & themes to create content around
Plug variations of these terms into Google Adwords keyword planner to get more keyword
ideas
@alokkjain | @ezdia
• Inbound search terms• Borrowed from your competitor• Keywords in your taxonomy• Social trends• Events & holidays• Customer reviews• Get creative! (Black Friday in July)• site FAQ’s
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain7
1. Eliminate any keywords that don’t fit brand voice or campaign goals
2. Identify share of voice (SOV) by • Filter it for targeted keyword groups by category
and competition.• Apply Organic CTR to keyword position & monthly
search volume and identify traffic.
3. Choose category based upon SOV and business priorities.
Tip #3: Know the Content to CreateTake keyword inventory, define SOV & identify key category
Position #1 equates to an average CTR of 36.4%
Position #2 earns a CTR of 17%
@alokkjain | @ezdia
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain8
Is the content unique, readable & valuable?
Did you research keywords using right tools?
Are the primary keywords in the title & URL?
Are there keywords in the image file & alt tag?
Are social sharing options available?
Does the page load fast—less than 4 seconds for all content?
Do redirects from older versions deliver directly to the page?
Is the page available to a robot crawler?
Is the URL included in the sitemap file?
Is the page using semantic (Schema) markups?
Do Not Duplicate Content
Tip #4: Optimize your contentChecklist for optimized page
Leverage URL Structure for SEO Benefit
ideal:
not ideal:
http://ww30.1800flowers.com/product.do?
baseCode=101496&dataset=1012&cm_cid=d1012
http://proflowers.com/plants/Potted-Pink-Calla-
Lilly-494
populated by product title
populated by data base
@alokkjain | @ezdia
Tools
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain9
Tip #4: Optimize your contentWrangle your metadata
Title Tag Meta Description URL
65 characters
158 characters
92characters
@alokkjain | @ezdia
Title tags appear in more than 5 prominent places like browser tabs, SERPS & social media headlines!
Meta descriptions fuels the page “description” on a search result of social media post.
Metadata also includes protocols like Schema.org, Twitter Card, Open Graph & Google authorship
Site metadata is visible … & powerful!
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain10
Tip #5: Scale your effortIn-house vs Outsourcing
Ideas of tasks to outsource:
• keyword research• analytics• specific writing tasks• data validation• image research• fact checking
61% of large companies (1,000+ employees)
outsource some component of their
content creation process.
@alokkjain | @ezdia
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain11
Tip #5: Scale your effortFoster collaboration (Internal teams, community & vendors)
• Our experience shows that using a workflow tool for content creation boost writer/editor efficiency by 25%.
Technology ServicesHybrid
Compendium
DivvyHQPercolate
Crowdsource
Crowdflower
ContentlyTextBroker
Brafton
AEM eZdiaKapostSkywor
dZerys
@alokkjain | @ezdia
In house content Influencer (i.e.
catalog managers)
External content partners (i.e.
suppliers)
Content Strategy
External content creators (i.e. Community,
content vendors)
In house content creators (i.e. writes/editors)
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain12
Tip #6: Plan for Content DistributionPlan for content topics, publishing, distribution & refreshment.
@alokkjain | @ezdia
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Tip #6: Plan for Content DistributionPlan for content topics, publishing, distribution & refreshment.
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Google+ rich snippets has been shown to significantly increase the click-through-rate from SERPs by as much as 150%.
source: QuickSprout.com
14
@alokkjain | @ezdia
Tip #7: Get on Google+It’s true! Google loves Google+… and so do searchers!
A recent study by SearchMetrics found Google +1s to be the highest-correlated factor they studied
3 Benefits to Creating Content on Google+
1. Posts are crawled and indexed by google immediately.
2. Each post is published with it’s own unique URL & title tags.
3. Each post earns page rank and can pass link equity through links.
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Tip #8: MeasureIf you can measure it, you can improve it.
15
Measuring SEO performance is critical to the success of your businessMetrics to Track:• % of total traffic that comes from organic
search.• Branded vs. non branded organic traffic.• Keyword rankings & share of voice (SOV).• Total number of pages that are receiving
at least 5 visits from organic search every month.
• Traffic quality (time on site, pages/visit)• Conversion & ROI
@alokkjain | @ezdia
Tools
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Tip #9: Curate Content
16
Curating content is the combination of collecting, adding to/annotating and sharing 3rd party content:
- Aggregation : collecting relevant content- Distillation : getting to a simplistic format- Elevation : identifying larger trend/insight- Mashup : merging existing content to
create a new point of view- Chronology : organizing information to
show how things has evolved
@alokkjain | @ezdia
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain17
SEO results always take longer than you want or expect. Some of the most time-consuming components of optimization are:
• establishing authority: everyone wants to link to a celebrity ☺
• analyzing the competition: successful SEO initiatives are multi-faceted.
• building partnerships and links: these rely on real relationships, trust and respect.

Tip #10: Be Patient & PersistentHow long will it take to see results?
@alokkjain | @ezdia
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain18
@alokkjain | @ezdia
Creating an Ecosystemwithin your content creation process
Strategy & Planning
Decide on Theme &
Topics
Create Content
Distribution
Re-purpose/
curate
Measure & Analyze
Thank you!
Visit eZdia.com/IRCE for free samples, downloadable SEO tools
and an exclusive eBook
Alok [email protected]
eZdia.comeZdia.com/blog