seo for content marketers
TRANSCRIPT
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WhatMostContentMarketersDowithSEO
Image:Shutterstock
TechSEOAudit.Maybe.
Implement10-20%.
MakeaListofKeywords
UseKeywords:titles,copy,
links
Shareonsocial&wishforlinks!
Reviewrankingreports&WebAnalyticsmonthly
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“SEOisafoundationalelementofdigitalmarketing.”Organizationsshouldfocusonhowalloftheirmarketingelementsintegrate,resultinginanomni-channelstrategythatfocusesonanetobjectivebutallowingforcustomizationtocustomer.
AlisonHerzog@alisonjherzogDirector,GlobalSocialBusiness&DigitalStrategyDellSource:Pollconducted byLeeOdden
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“AslongasthereisaGoogle,SEOwillbeastapleinthedigitalmarketingmix.”Thedifferenceishowweuseit.Wemustfocusoncreatingtherightcontent,fortherightaudience,attherightstageofthebuyingcyclewithqualifiedleadsbeingthenumberonegoal.
BarbaraFeinberg@bbfeinbergSeniorProductMarketingManager,DigitalMarketingMcKessonSource:Pollconducted byLeeOdden
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CustomersCanFindInformationAnywhere
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50 BILLION2020InternetConnectedDevices
Source:Ericsson
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SelfDirectedBuyers:LookingforContent
oftheB2Bbuyer’sjourneyiscompletebeforeabuyereverreachesouttosales.
70%Source:Pardot
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Source:LoriWizdo,Forrester- MythBusting101:InsightsIntoThe B2BBuyerJourney
Search
Search
Search
Search
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B2BBuyerJourneyandSearchInPerson:EventSmartPhone:ViewTwitter,LinkedInSearchCompany:Visitwebsite
ConnectonLinkedInSubscribe toNewsletter
ReceivesfollowupSearchthepersonSearchthecompanySearchthesolutions topic
DownloadguideviaNewsletterCTASearchsolutions topicSearchcompetitorsSeeadsReceivenurturecommunications
ContactscompanyTrial,DemoEvaluateOptionsSearchforReviews
SearchthecompanySearchsolutions topicPurchase
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ContentMarketingTactics§ Advertorial§ Blogging§ CaseStudies§ Crowdsource§ Curate§ DigitalNewsletters§ eBooks§ Email§ InteractiveGames§ Images&Infographics§ InteractiveTools§ Microsites§ MobileApplications§ MobileContent
• NewsRelease• OnlineMagazines&Apps• Podcasts• PrintMagazines• PrintNewsletters• Real-World Events• Research&Surveys• SocialContent• Teleclass&Telecasts• TraditionalMedia• Videos• VirtualConferences• Webinars• Wikis• WhitePapers
ImageSource:Shutterstock
http://tprk.us/30cmtactics
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AreTheyOptimized?SocialMedia
CaseStudies
Blogs
eNewsletters
InPersonEventsWebsiteArticles
Videos
Ilustrations/Photos
WhitePapers
Infographics
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Panda– GoogleDefinesContentQuality
§ Wouldyoutrusttheinformationpresentedinthisarticle?§ Isthisarticlewrittenbyanexpertorenthusiastwhoknowsthetopicwell,orisitmoreshallowinnature?§ Doesthesitehaveduplicate,overlapping,orredundantarticlesonthesameorsimilartopicswithslightlydifferentkeywordvariations?§ Wouldyoubecomfortablegivingyourcreditcardinformationtothissite?§ Doesthisarticlehavespelling,stylistic,orfactualerrors?§ Arethetopicsdrivenbygenuineinterestsofreadersofthesite,ordoesthesitegeneratecontentbyattemptingtoguesswhatmightrankwellinsearchengines?§ Doesthearticleprovideoriginalcontentorinformation,originalreporting,originalresearch,ororiginalanalysis?§ Doesthepageprovidesubstantialvaluewhencomparedtootherpagesinsearchresults?§ Howmuchqualitycontrolisdoneoncontent?§ Doesthearticledescribebothsidesofastory?§ Isthesitearecognizedauthorityonitstopic?§ Isthecontentmass-produced byoroutsourcedtoalargenumberofcreators,orspreadacrossalargenetworkofsites,sothatindividualpagesorsitesdon'tgetasmuchattentionorcare?§ Wasthearticleeditedwell,ordoesitappearsloppyorhastilyproduced?§ Forahealthrelatedquery,wouldyoutrustinformationfromthissite?§ Wouldyourecognizethissiteasanauthoritativesourcewhenmentionedbyname?§ Doesthisarticleprovideacompleteorcomprehensivedescriptionofthetopic?§ Doesthisarticlecontaininsightfulanalysisorinterestinginformationthatisbeyondobvious?§ Isthisthesortofpageyou'dwanttobookmark,sharewithafriend,orrecommend?§ Doesthisarticlehaveanexcessiveamountofadsthatdistractfromorinterferewiththemaincontent?§ Wouldyouexpecttoseethisarticleinaprintedmagazine,encyclopediaorbook?§ Arethearticlesshort,unsubstantial,orotherwiselackinginhelpfulspecifics?§ Arethepagesproducedwithgreatcareandattentiontodetailvs.lessattentiontodetail?§ Woulduserscomplainwhentheyseepagesfromthissite?
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Understandsearchqueriesasnaturallanguage
“PizzarestaurantsChicago”vs.“WhatisthebestplacetofindandeatChicagodeepdishstylepizza?”
Hummingbird– AlgorithmOverhaul
SEOSolution?Createcontentthatanswersusersqueriesratherthanjusttryingtorankforaparticularkeywords.
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Think: WhatQuestionsDoYourCustomersNeedAnsweredInWhatChannelsInOrdertoBuy?
awareness interest consideration purchase advocacy
Image:Shutterstock
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Your BrandStory / USP
USP
USP
USP USP
USP
USPSEO/SEM
Social Networks
Content Marketing Industry Media & News
AdvertisingCreate Consistent Topic CredibilityWherever Your Customers Are
Influencers
Image: Shutterstock
BuyingCycle Keywords Social Topics ContentType
Awareness broad trends blog,webinar,social
Interest category investigative video,whitepaper
Consideration comparison demos featurecomparison,reviews,casestudy
Purchase transactional referrals buyer guide
Retention tips bestpractices FAQ, howto,support
Advocacy supporting participation buyer community
Buyer– “Stan”• PainPoints• Goals• Interests• TriggerstoBuy
BalanceTopicDemand/RelevancewithBuyerStagetoInformContentTopics
BuyerInsights>Keyword&TopicResearch>ContentCreation&Optimization
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TopPageQualityFactors
§ Leveragekeywords/topicsintitlestoinspireclicks)§ Includepagefeaturesthatincreaseengagement(interactive,
visual)§ Providecomprehensivecontentonspecifictopics– bethebest
answer!§ Coverrelatedtopicsaswell§ Engageyournetworksforsocialsharing– influencers!§ OptimizeforGoogleANDpeople Image:Shutterstock
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MobileSEOisaMUST
TestYourSite:https://goo.gl/vSXl5S
• CreateaGAcustomdashboardformobile• UsemobilefilterinGoogleKeywordtool• ReviewmobilesearchtrafficinGA• MakesureyourmobilepagesloadFAST• Avoidinterstitials– pop-upsonmobile• Makesureallcontentplaysonmobile• Makesureredirectsworkinmobile
B2BMobileSEOTips:http://tprk.us/mobileb2bdg
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TopicResearch
• CustomerResearch• ContactForms• InternalSearchQueries• WebAnalytics• GoogleSearchConsole• GoogleTrends• Competitive:SEMRush
h/tpaddymoogan
TopicalFocus
AuthorRel
Keywords
SocialTopics
TargetedTopicsCategory
KeywordsKeywordsKeywords
CategoryKeywordsKeywordsKeywordsKeywords
Blogs
TechSEOAudit
Analytics Monitoring Conversions
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FeedtheBuyer’sNeedforAnswers
h/tsearchmetrics
Text
Images
Video
Interactive
QuestionsProblems
PainPoints
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SocialResearchforLinks- BuzzSumo
• ExporttoCSV• Sortbydomain forgrossshares• Filterbyauthor• Pitcharticles!
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§ GoogleSearchConsole/BingWebmasterTools– Siteanalysis§ searchmetrics – comprehensiveSEOsuite§ GoogleKeywordPlanner/BingKeywordResearchTool– Researchtopics§ Ubersuggest /keywordtool.io – Autocompletekeywordresearch§ GoogleAnalytics– Measure&optimizeperformance§ SEMRush – Competitorkeywords &PPCads,links,SEOsuggestions§ ScreamingFrogSEOSpider– Sitecrawler,internallinks§ BuzzSumo – Socialsearchengineforcontentideation,authors,linkresearch§ MajesticSEO– Advancedlinkresearch&monitoring§ RavenTools /Moz – All inonSEOprogrammanagementforSMBs
SEOTools
Content Planning Audits Program
ImplementationAttraction & Promotion
PerformanceOptimization
TopRankMarketing.com
Customer SegmentsInform Personas
Map Topics/Keywordsto Buying Cycle
Influencer Research & Mapping
Optimized Content Plan (New): Site, Blog, Social Profiles & Networks
Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides)
Content Amplification
Social Profile Alignment: Messaging, Keywords
Social Media Influencer Outreach
Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr
Blog Optimization: Search, Social Shares
Social Network Engagement
Social Channel Promotions
SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results
Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation
Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links
Keyword Audit, Difficulty &Glossary
Content & Digital Assets Audit
Tech SEO Audit
External Link Audit
Social Media Audit
Competitive Audit
Internal and External Influencer Advocates
Keyword Mapping to Content
Content Creation, Influencer Co-Creation, Curation, Repurposing
Content Optimization
WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links
External Link Signal: Acquisition, Reclamation, Disavowal
Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs
Identify program objectives
Research market, competition, current situation
Develop integrated strategy
Research audience goals
Define target audience segments
Research topics, keywords, messaging themes
Research &Strategy
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B2BContentSEOSkills
TheDigitalMarketingRuleBook.ChangeorPerish.kaushik.net/avinash/2015-digital-marketing-rule-book/
Avinash Kaushik@avinashDigitalMarketingEvangelistGoogle
“Youcannolongerbegoodatjustonething,ortwo.Itisa10-thingworldnow.”
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Takeaways
CustomerCentric:Fromcustomerjourneytooptimizingforexperiences,customersFTW.1
2
3
Integrate&Optimize:Bethebestansweracrosschannels,devicesandmedia.
In-Depth&Relevant:Godeepontopicsandoptimizebothcontentanduserexperience.
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ThankYou!
LeeOddenCEO,[email protected]
toprankmarketing.comtoprankblog.com
AllNEWDownload:http://tprk.us/superseo16