CONTENT EXPANSION AND PROMOTION

Website content as powerful as a triple barrel shotgun.

3 LAYERS OF CONTENT• Evergreen Pages• Blog Posts• Social Media Posts

2:1 RATIO2 Parts Industry Best Practices

1. On Page SEO2. Blog Posting Strategy

1 Part Shameless Self-Promotion

3. Social Media Content Promotion

All you need is money!

2 MEANS OF ACQUISITIONOrganic SEO• The Long Game

1. On Page SEO2. Content Expansion

Paid Advertising• Immediate Results!

All you need is money

BY THE TIME YOU LEAVE, YOU SHOULD KNOW HOW TO:• EXPAND YOUR WEBSITE CONTENT

• PROMOTE THE HECK OUT OF IT

1ST LAYER: EVERGREEN PAGES AND ON PAGE SEO

Optimize Current Pages and find Content Opportunities

CORE LAYER: EVERGREEN PAGESHuge Questions: • What pages should

you have on your website?

• How should they be organized?

• What should be on each page?!?

THESE QUESTIONS ARE IMPORTANT BECAUSE• Larger, optimized

websites that consistently publish new, engaging content tend to rank better.

• More pages, more keywords, more links = More Traffic.

• Better UX. REI does incredibly well at creating unique pages that match popular long-tail search queries like: “Yosemite national park camping list”. By creating these pages, REI then has a net to catch these searches.

MORE KEYWORDS, MORE RANKING OPPORTUNITIES.• By understanding what

keywords are being used to find your business, you can optimize for those queries.

• KWA Reveals content expansion Opportunities.

BECAUSE IT ALL STARTS WITH A QUERY• Google is a Search

Engine.• Every search begins

with a keyword query.• Your job is to show

Search engines that you are an authority in your industry by generating relevant content.

EACH PAGE SHOULD CORRESPOND TO A SINGLE QUERY THAT HAS SEARCH VOLUME.

HOMEPAGE TITLE TAGThe Title Tag remains the SECOND MOST important element of a web-page in terms of ranking for specific keywords (Other than the actual content itself)Source: https://moz.com/learn/seo/title-tag

WHY IS THE TITLE TAG IMPORTANT?Meet Googlebot: (The Googs)• Crawls the web following

links.• Scans billions of pages a day.• Sends pages to Google Index

where pages are ranked.

ANOTHER WAY TO FIND YOUR TITLE TAG• Right click in an

area of a web page with no links.

• Select “View Page Source”

WEBSITE OUTLINE: SITEMAP. WHEN PLANNING YOUR WEBSITE NAVIGATION, CONSIDER THE USER FIRST. WHAT ARE THEY LOOKING FOR AND WHERE WOULD THEY EXPECT TO FIND IT.

Home Say what you do…

Services/ProductsSingle ServiceSingle ServiceSingle ServiceOPPORTUNITY

Blog:Thought LeadershipTrending topics within your industryEvents/Promotions/SalesBehind the scenes infoCategories!OPPORTUNITY

About UsHistoryFoundersMission Statement

Contact UsOffice Locations

Location 1 (G+ link)Location 2 (G+ link)

Simple Contact FormLess than 5 fields

Common Issues: • Cluttered primary

navigation.• Homepage lacks

description of services to support title tag.

• Minimal service pages.• Infrequent, un-optimized

blog posts.• List of locations rather

than separate location pages with link to Google My Business page.

KNOW WHAT CONTENT YOU HAVE AND HOW IT IS PERFORMING.

CONTENT AUDIT – SEMRUSH

GOOGLE ANALYTICS: YOUR BESTIE

ONCE LOW PERFORMING PAGES ARE IDENTIFIED: OPTIMIZE THEM.• Does the Primary Keyword Phrase in the Title Tag have

search volume?• Is the primary keyword phrase in the Headline?• Does the content fully describe and explain the

purpose of the page?• Are there videos, images, multi-media to create a

better UX?• Is there a Call to Action?

AFTER OPTIMIZING CURRENT CONTENT, EXPAND ON IT.

START WITH THE COMPETITION• Search your primary

keyword phrase.• Click through page 1

results to see what content they have that you do not.

• Make a list of potential pages and content types.

LOOK AT TOP PERFORMING COMPETITOR CONTENT• Use SEMrush to

identify competitor’s top performing content.

• Make a list of potential pages.

2ND LAYER: THE BLOG

BENEFITS OF AN ON-DOMAIN BLOG• Allows for more creative content

generation.• Can act as an entry point for future

customers. • Builds your trust and authority in the

industry. • More keywords, more links, more

traffic.

WHAT SHOULD YOU WRITE ABOUT?• Identify keyword

opportunities from keyword research

• Search trending topics in your industry.

• See what the competition is doing.

KEYWORD OPPORTUNITIES

SEARCH TRENDING TOPICS IN YOUR INDUSTRYOnline tools like Buzzsumo and Google Trends offer a great resource to browse topics related to your industry.

BUZZSUMO RESULTS FOR “SEARCH ENGINE OPTIMIZATION”

GOOGLE TRENDS

ONCE YOU’VE IDENTIFIED TOPICS, PLUG THEM INTO A CONTENT CALENDAR

BUT, WHO’S GOING TO WRITE IT?

3RD LAYER: SOCIAL MEDIA

IMPORTANCE OF SOCIAL MEDIA CHANNELS• Audiences are highly

engaged.• Creates opportunities to

build brand awareness. • Allows you to stay top-

of-mind without being intrusive (emails or phone calls for example)

LEVERAGE SOCIAL MEDIA TO PROMOTE BLOG AND EVERGREEN PAGES• Use social media to

drive traffic to your blog and website.

• Use a jab-jab-punch approach:

TURBO-BOOST YOUR CONTENT WITH PAID PROMOTION. • Facebook, Twitter,

Instagram, Pinterest and Linkedin all have paid services.

• Start with Facebook.

• Promote major campaigns/initiatives.

FACEBOOK AD MANAGER• Click the small

arrow to access Ad Manager

• Click “Create Ads”

CHOOSE YOUR OBJECTIVE

TARGET YOUR AUDIENCE

GET CREEPER STATUS• Instead of targeting

keyword queries, Facebook ad planner can actually track people’s interest through their online behavior.

• Facebook is even able to monitor posting activity to understand your interests.

• Bottom line: Facebook knows…

SIT BACK AND ENJOY THE RESULTS• Total Spend: $50• People Reached: 2,288• Total Video Views: 793

MONITOR THE RESULTS AND KEEP EXPERIMENTING• Pay attention to what

types of posts are most effective.

• Videos, Pictures, Infographics and “Tips” tend to perform best.

• Start with a low spend and increase on well performing content.

TIME TO SUM IT UP

1ST LAYER: EVERGREEN PAGES•Use on page SEO techniques to optimize your web pages. •Use Keyword Volume Research to identify keywords that you don’t have pages for. •Monitor the competition to identify areas where you can expand your content.

2ND LAYER: BLOG POSTS• Try to Post a new blog at a MINIMUM of once a month. • Use the blog to either be creative and attract new readers, or to promote services and products. • Use competitive research to see what content is working for your competition. • Use Buzzsumo and Google Trends to identify trending topics in your industry.

THIRD LAYER: SOCIAL MEDIA• Use Social Media to stay top-of-mind among current and potential customers. • Implement a Jab-Jab-Punch approach to show you are a pro in your industry before you ask for the sale. •Drive traffic to your blog and website by posting links directly to your content. •Turbo-Boost results with a minimal spend.

THANK YOU FOR YOUR TIME

970-302-5302

kainenbraun@gmail.com

kainenbraun.com