writing the right content at #sms2016

#contentconnect at #SMS2016 by @aleyda from @orainti

“WRITING THE RIGHT CONTENT” Identifying Highly Searchable Content Opportunities that Connect with your Audience


Hello Sydney!


I speak

ORAINTI.COM

I write

I’m Aleyda Solis

@ALEYDA FB.COM/ALEYDASEOTIPS/


I do SEO I shareI tweet

http://ORAINTI.COM

http://@ALEYDA

http://FB.COM/ALEYDASEOTIPS/


SEO & Content?



COPYWRITER

Don’t tell me how to write my content…



SEO

I only wanted you to use some keywords!



Content

Design

SEO

These situations between SEOs & any other areas are caused when you think that it works like this


Product

Branding

Development Usability


It’s not about doing any action for SEO though… but doing SEO to grow any action & presence



SEO works when it’s used as a cross-functional growth driver that optimizes your multichannel actions & presence



… including your content, and not only to make it easily findable by search bots



Or to protect it against potentially dangerous Google mascots



But by helping your content to accurately answer your customers queries across their journey, supporting it to achieve its goals



To communicate your news



To sell your products or services



Provide relevant support



Establish your brand as an authority



Grow your community



It’s time to go fishing for those content opportunities



Start by identifying the current successful content among your audience


Your own content

Your competition

Your industry

Other Countries

Similar Industries

#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti

What’s your most visited & best converting content per device & channel?

Google Analytics

http://urlprofiler.com


Your top pages with the highest search visibility per device?

Google Search Console



Your highest linked pages and most shared ones in social platforms?

cognitiveseo.com

buzzsumo.com

http://cognitiveseo.com

http://buzzsumo.com


Identify which terms they are ranking with by using URLProfier Google Search Console Integration

urlprofiler.com



Now you have the topics towards which your best performing & most popular content is focused on



Now you have the topics towards which your best performing & most popular content is focused on


For which terms does your

content have a high CTR?

For which terms is your content ranking higher?

For which terms does your content have a low CTR?

For which terms is your content ranking lower?


Expand this list by identifying the highest traffic pages & categories from your competitors…

semrush.com

sistrix.com

http://semrush.com

http://sistrix.com


and the terms driving the visibility towards them


Identify which are those queries that your competitors are already leveraging that you’re still not targeting


And those for which they are ranking and obtaining more visibility than you already


Download and segment these terms with the ones you already had from your own site


If you still don't have much you can follow the same process with your industries top sites, related industries or same industry in other countries

similarweb.com

http://similarweb.com


It’s time to filter & choose the relevant terms that you have gathered and organize them based on their search intent & type

+

informational review tips

guide news

transactional buy

reserve purchase register

or

products

brands

products

or

or


Mapping them to your different personas & scenarios

Background

Characteristics

Activities & Motivations

Context Scenarios


… and if you still don’t have them, this is the time to develop them!

http://moz.com/blog/personas-understanding-the-person-behind-the-visit http://www.creativity101.com/creating-a-persona-why-and-how/

http://moz.com/blog/personas-understanding-the-person-behind-the-visit

http://www.creativity101.com/creating-a-persona-why-and-how/


You can now take the previous relevant segmented queries as an input to identify your new potential content topics


Your own content

Your competition

Your industry

Other Countries

Similar Industries

New relevant topics


Start by expanding each of these queries to answer the most common user questions across the customer journey: From transactional about products


Moz.com

ranktank.com

http://Moz.com

http://ranktank.com


To cross-platform & multi-device offers

keywordtool.io

http://keywordtool.io


to questions about your business & even industry as a whole


or about your brand, when researching previous the conversion, comparing it with your competitors…


Or when looking for support about your products or services after buying


… Not only in Google, but in any other searchable platforms where you can also build presence and create multi-format content for


Prioritize those queries that are relevant & popular, but also from which you can get more visibility through SERP features & lower difficulty

semrush.com

moz.com

http://semrush.com

http://moz.com


Capitalizing on your business & website characteristics that you can use to improve your content visibility with search features

AMP in News Carrousel

App Indexing

G Maps Results


Or that are specifically popular for your business in mobile search

Google Keyword Finder

http://moz.com


It’s also key to verify the format & platforms that your audience better engage with, to prioritize them when creating & promoting your content

buzzsumo

http://buzzsumo


Researching for more granular recurrent & hot topics directly in those top communities that are specifically relevant or highly popular

reddit

pinterest

http://reddit

http://pinterest


With all of this you can build a prioritized list of potential content topics using the previous criteria into consideration

BEHAVIOR relevance

volume seasonality

intent

BUSINESS availability profitability

STATUS content existence

content format rankings traffic

conversion rate

SEARCH RESULTS competition

features


Use it to create a content matrix that fits with your business & Web content goals & resources

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

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


This will give you input to create a diverse range of effective & useful content, like product comparison pages to help your users decide


Cross-platforms landing pages that drive visibility and conversions towards your app

YES

NO


Support pages that your audience actually search for, that solve their issues while increasing engagement & loyalty

YES


Even leveraging search features to increase visibility for related queries or using highly authoritative platforms to rank for highly competitive terms

Snapchat should have

produced this content!

Opportunity alert to create an infographic about

how to use Snapchat


But what if it’s a really competitive industry and all topics are already targeted with amazing content?



Then, you can reuse them!


Your own content

Your competition

Your industry

Other Countries

Similar Industries

New relevant topics

Same Topics

Reformat

Update

Expand

Curate

Refocus


Follow the content reusage workflow to identify opportunities



I do it with my own content: Update existing content that is outdated and not that useful anymore



Expand content that is not complete and can be more useful if more information is added



Reformat existing content that would be easier to understand and use if it’s created in another format



Curate content that has many independent and non-organized sources or is complex to give a unified, easier understanding



Refocus content that can be targeted from another standpoint or useful perspective for your audience



There’s no excuse! There are always opportunities to create or reuse content to effectively connect with your audience


That will increase not only your search visibility, but your engagement, traffic, conversions, links & mentions… like this!

seomonitor.com

http://seomonitor.com


Now is your time to create it! Questions?


writing the right content at #sms2016

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