geo targeting your content for better search results
TRANSCRIPT
Geo-Target Your Content Marketing Efforts to Yield
Better Search Results
Victoria EdwardsDigital Content Strategist
• @tallchickvic• linkedin.com/in/victorialedwards• [email protected]• victoria-edwards.com
Where you can find me…
When I am not working…
• 2013 & Beyond
• Local Content Marketing
• What You Can Do Today
Overview
2014 State of Search
History Lesson
1. SEO: Algorithm Updates Galore2. Content: Secure Search was
Implemented3. Social Media: Hashtag Search
SEO In 2013
• No fewer than 15 Algorithm Updates!
Hummingbird
What Did Hummingbird Do?
• Affected 90% of searches worldwide
• Hummingbird allows the Google search engine to better do its job through an improvement in semantic search.
• How to better understand the user and their intent of what they are searching for.
Semantic Search
As conversational search becomes the norm, Hummingbird lends to understanding to the intent of terms used in a query.
Another Thing That Happened…
SECURE SEARCH
No More Keyword Data
Before….
• You could track data at a keyword level
• Help build out keywords to build out your SEO Strategy
After….
Hashtag Search
• Introduction of hashtag Search
• Google+ now allows hashtags
What is it?
• Along with standard search results for their query, the user will also get a live scrolling feed of public Google+ posts bearing the hashtag searched for and links to those hashtag feeds on Twitter and Facebook.
Everything You Learned in 2013 is Still Relevant, Just
Amplified
Three Main Components of a Strong SEO Strategy:
1. Great high-quality content
2. That people want to link to
3. That gets people talking
Content Marketing is Bigger Than Ever!
“Content marketing will move from buzzword to mature marketing movement in 2014. From an SEO perspective, Google will be looking at companies that have robust content marketing efforts as a sign that they're the kind of business Google wants to support.”
~Jayson DeMers
Search Engine Watch
Advantages of a Good Content Marketing Strategy• Regular, helpful content targeted at your
audience.• Social signals from regular sharing and
engagement.• Freshness or signs that your site is alive and
growing.• Increasing authority connected to your
body of work.
Local Content Marketing
How to Geo-Target
• Keyword Strategy• Content Development• Promotion
Keyword Strategy
• Where do the people live that you’re trying to target?
• Build out keyword list (10-20)• Core keywords + location
Health Insurance + Location
• Focus on brand Florida Blue Center Tampa Florida Blue Center Jacksonville
• Focus on non-brand Health insurance Tampa Health insurance Jacksonville
Develop a Content Calendar
Content Calendar
• Title of content (add location)• Keywords (Geo-focused)• Platform (social, web, blog,
podcast…)• Audience • Date
Build Out Content• Build out valuable content utilizing
those keywords• Types of content• Web pages• Blogs• Whitepapers• Video• Presentations (Slideshare)• Podcasts
Develop Conversational Content
• Frequently Asked Questions• How-to • Why buy?• Why now?• Make sure it’s Geo Specific too!
Optimize Your Content
• Place Keywords in:• Page Titles• Meta Description• On Page
Even Optimize Images
• Make filename keyword friendly• Add keywords in image alt
parameters• Add location
Image Example
Image Example
• Filename: healthbox-florida• Alt parameter: healthbox logo
florida blue
Image Example
Social Media
• Optimize Facebook & Twitter Profiles with Geo-Targeted Keywords
Promote Your Content
• Promote your content regularly in social media
Promoting in Twitter
• Use location as Hashtag
(#tampa, #newyork)
Title+ Blog image + Link +
Hashtag
Promoting in Twitter
Promoting in Facebook
Text + Link + Hashtag + Upload Image
Google – Places for Business
Benefits of Google Places for Business
• Shows up in Google Searches
Benefits of Google Places for Business
• Can add accurate information• Hours of operation• Address• Website URL• Category
Benefits of Google Places for Business
• With targeted keywords
• Can add anchor text which can link to your other digital assets
Bing Places
Local Social Media
Paid Advertising
• Social Media Ads• Twitter• Facebook • LinkedIn
What You Can Do Today
Optimize Social Media Profiles
• Add geo-targeted keywords in:• Profiles• Updates• Ads
Develop Your Content Calendar
• Start to develop your content calendar
• Make sure you’re focusing on location focused content
Develop Your Social Community
Develop Your Social Community
• Followerwonk.com • Find people in your niche• Analyze followers
Start Promoting!
• Promote deals (with hashtags) • Promote content(with hashtags) • Promote news (with hashtags)
Victoria Edwards
• @tallchickvic
• linkedin.com/victorialedwards
• victoria-edwards.com