Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

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  • Making the Most Out of SEO to Achieve Your Content Goals

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

  • hell0 confab! Im so happy to be here

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

  • IM ALEYDA SOLIS , INTERNATIONAL SEO +7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS

    FOUNDER OF @ORAINTI & CO-FOUNDER @TRIBALYTICS

    WHOS THIS SEO AMONG SO MANY CONTENT SPECIALISTS?

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

  • lets talk about seo

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

  • its not this. this is simply spam.

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

  • its 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/

    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

    https://support.google.com/webmasters/answer/35769?hl=en#1

  • penalizes those sites that dont comply with them

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

    support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312

    https://support.google.com/webmasters/answer/2721306https://support.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/

    http://blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/

  • and its 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

    http://insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.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

    http://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

    LETS 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

    http://tools.seochat.com/tools/related-keywords-tool/http://www.merlinox.com/suggest/index-en.php

  • 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

    https://adwords.google.com/KeywordPlanner

  • 3. validate the initial data with additional tools

    seasonality

    keywords search volume and ideaswww.semrush.com/

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

    http://www.semrush.com/

  • 4. expand it with those of your competitors

    competitors keywords, search volume and seasonalitywww.semrush.com/

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

    http://www.semrush.com/

  • 5. see which search vertical gives more traffic

    www.similarweb.com/

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

    http://www.similarweb.com/

  • 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/

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

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

  • 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

    http://www.talkwalker.com/alertshttp://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

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

  • 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

  • its 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

  • lets start by checking googles 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. petes presentation

    www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

    #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

    http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

  • its 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/

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

  • its 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

    its 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/

    http://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/

    http://www.siegemedia.com/embed-code-generatorhttp://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

    http://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.co...