Content optimization & SEO: secret weapons for driving traffic and engaging visitors

42
Content Optimization

description

Drupal has a great architecture for driving traffic from search engine optimization (SEO), blogs and social media. It provides a wealth of tools for engaging visitors, yet most sites produce anemic traffic from visitors that bounce after a single page view - many to never return again. Let’s change that. In this session we will examine state-of-the-art ways to build sticky content that rates well with visitors, bloggers and search engines. We will reveal the secret tools and techniques that launched an Advertising Age top 150 most influential blog.

Transcript of Content optimization & SEO: secret weapons for driving traffic and engaging visitors

Page 1: Content optimization & SEO: secret weapons for driving traffic and engaging visitors

Conten

tOptim

izatio

n

Page 2: Content optimization & SEO: secret weapons for driving traffic and engaging visitors

flickr.com/photos/roboppy/64673871

Page 3: Content optimization & SEO: secret weapons for driving traffic and engaging visitors

online advertising &

PR

performance based ads

(paid search)

content networking

Awareness referrals

user centered listings(organic search)

Peer recommendatio

ns

Authority recommendatio

ns

ReputationManagement

trusted advisor

requests

userrequests

retention programs

touch pieces

word of mouse

traditional advertising &

PR

traditional sales

custom service

offlinecommunications

engagement contentbrochureware

landing pages

conversion mechanisms

customer relationship management

social content

website social media

online corporate communications

user engagement

Typical site

Page 4: Content optimization & SEO: secret weapons for driving traffic and engaging visitors

online advertising &

PR

performance based ads

(paid search)

content networking

Awareness referrals

user centered listings(organic search)

Peer recommendatio

ns

Authority recommendatio

ns

ReputationManagement

trusted advisor

requests

userrequests

retention programs

touch pieces

word of mouse

traditional advertising &

PR

traditional sales

custom service

offlinecommunications

engagement contentbrochureware

landing pages

conversion mechanisms

customer relationship management

social content

website social media

online corporate communications

user engagement

Typical site

flickr.com/photos/wwworks/864731205/

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Advertising doesn’t work

searchengines

• Ads have become noise• Media dilution• Ad circumvention• People don’t trust corporate

communications

Page 6: Content optimization & SEO: secret weapons for driving traffic and engaging visitors

online advertising &

PR

performance based ads

(paid search)

content networking

Awareness referrals

user centered listings(organic search)

Peer recommendatio

ns

Authority recommendatio

ns

ReputationManagement

trusted advisor

requests

userrequests

retention programs

touch pieces

word of mouse

traditional advertising &

PR

traditional sales

custom service

offlinecommunications

engagement contentbrochureware

landing pages

conversion mechanisms

customer relationship management

social content

website social media

online corporate communications

user engagement

Search optimized sites

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Why search engine marketing works

• Its where most people go to look• Specific searches (longtail)• Identified need• All steps of the buying cycle

Google processes over1 billion searches a day

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Give her all we got

flickr.com/photos/mario_groleau

flickr.com/photos/jurvetson

Page 9: Content optimization & SEO: secret weapons for driving traffic and engaging visitors

online advertising &

PR

performance based ads

(paid search)

content networking

Awareness referrals

user centered listings(organic search)

Peer recommendatio

ns

Authority recommendatio

ns

ReputationManagement

trusted advisor

requests

userrequests

retention programs

touch pieces

word of mouse

traditional advertising &

PR

traditional sales

custom service

offlinecommunications

engagement contentbrochureware

landing pages

conversion mechanisms

customer relationship management

social content

website social media

online corporate communications

user engagement

Engagement

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Why engagement content & social media work

searchengines

Produce great stuff and people will come to you, produce really great stuff and your customers will share and disseminate your message for you.

Ann Handley & CC ChapmanContent Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More)

That Engage Customers and Ignite Your Business

“”

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Turbo supercharge your site

[TODO]

flickr.com/photos/jerbec/4251847627

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mo traffic, mo traffic, mo traffic

searchengines

SocialSearchSynergy

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flickr.com/photos/patersor/3036321072/1

Content is king?

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flickr.com/photos/38659937@N06/5752344624/http://www.flickr.com/photos/wwworks/864731205

interrupt and repeat delight and engage

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you are a publisher

searchengines

All companies, no matter what the size, must start to think more like publishers than every before. Consumer behavior has changed drastically over the past few years. Customers are more accepting of content from “non-media” sites and the barriers to publishing are now non-existent.

Joe PulizziGet Content Get Customers

“”

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you are a content marketer

searchengines

The single most important thing most Web sites can offer to their users is content that those users will find valuable.

Jesse GarretThe Elements of User Experience

“”

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process

Planning• Results• Audience• Topics

Create• Writing /

producing

• Styling• Publishi

ng

Promote• SEO• Social

media

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Results modeling: brainstorm

increase bike sales

become a recognized

leader in the local biking community

Show the pictorial history of results bikes

The site should be intuitive and easy to

navigate

The site should have a clean

and professional

look

Be more viral

To increase traffic to the

site

Increase bike rentals by

100%

Reduce routine customer call inquires by

50%

Sell more bike repair services

Sell more bikes online

Double our mailing list

Staff should be able to add

and edit content

Expand our digital footprint

Get 500 “Likes” on Facebook

Visitors should be able to find what they want in no more than

3 clicks

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Defining results

flickr.com/photos/pochacco20

Content should have goals that support the

site goals

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User role modeling: brainstorm

local newspaper

sports blogger

website administrator

hotels that need bikes for

guests

people from out of town

fans

staff

new bike rider

bike shoppers

person who wants to

upgrade their bike

competitive rider

bike owners

job seekers

new mom/parent

casual bikers

tour guide

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User role modeling: consolidate & refine

local newspaper

sports blogger

fans

staffbike shoppers

bike owners job seekers

new mom/parent

website administrator

tour guide

casual bikers

new bike rider

person who wants to

upgrade their bike

enthusiasts shoppers staff

renters

people from out of town

hotels that need bikes for

guests

owners

competitive rider

job seekers

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User role modeling: define

owners

Demographics• Age: 25-55• Gender: 65% male• Location: within 10 miles of store

Psychographics• Active lifestyle• Prefers being outdoors• Green

Behavioral• Significant web usage including search engines and social media• Research purchases online before buying• Significant use of mobile devices

Brand• Custom service is significant driver for brand loyalty• Likely to buy again from same store. Typically 1 bike every 4 years.

Site• Proficient web user • Likely to have high speed internet access

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User role modeling: personas

renter

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User role modeling: prioritize

enthusiastsshoppers

staffrenters

owners

job seekers

Primary Secondary Tertiary

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Topics

Audience driven• Modeling• Ask• Monitor

• Social media• Search

Author/staff driven• Passions• Recent projects

Organization driven• News and events• Success stories

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Writing

Blend the art of story telling (literature) with the science of reporting (journalism)

Be human

Share or solve; don’t shill

Delight and suprise

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promote

recommendedchampions

preferredloyalty & goodwill

findingSearch engines

awarenesssocial media

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paid

organic

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Add a user

searchengines

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seo magic formula

great architectur

e

great backlinks

great content

great rankin

gs

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user

author

organization

content workflow

topics

topic driven

contentoptimizatio

n

keywordresearch

contentoptimizatio

n

contentauthoring

contentauthoring

keywords

competition

popularity

relevance

keyword driven

promotion

keywordresearch

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site keyword research

brainstorm keywords phrases

seed keyword

list

research•lateral phrases

•search volume•competitiveness

expanded keyword

list

evaluate relevancy

targeted keyword

listsp

read

shee

t3rd p

arty

tools

spre

adsh

eet

spre

adsh

eet

E-mail

E-mail

Drupa

l

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page keyword research

determinemain keywords

from contentcontent

keyword list

research•lateral phrases•search volume•competitiveness

targeted keyword+

modifiers

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content optimization

• 40 – 70 characters• use target keyword phrase at least one time

page title

• 200 – 800 words• include target keyword phrase 2 – 4 times• keyword phrase prominence > 50%

body

• 10 – 25 words

meta description

• 1 – 15 phrases

meta keywords

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all-in-one optimization kit

SEO

Tools

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keyword clustering

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all-in-one results oriented website

A results oriented website in a box* *box not included

For organizations age 0 to 150

Super secret D7 version:http://apps.leveltendesign.com

Page 42: Content optimization & SEO: secret weapons for driving traffic and engaging visitors

thank you!

Tom McCrackenLevelTen InteractiveDirector

Phone: 214.887.8586Email: [email protected]: @levelten_tomBlog: leveltendesign.com/blog/tomLinkedIn: linkedin.com/in/tommccracken