The Marriage between Content and SEO
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Transcript of The Marriage between Content and SEO
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.1
The Marriage
Between
Content & SEO
Adobe AEM: Global Search Community
#AEMCommunity
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.3
or, since we are in San Jose
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.4
That’s playing for second
How to go 73 and 9 with
your Content Strategy
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.5
Chris BennettCEO/Founder
/97thfloor
@chrisbennett
/97thfloor
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.6
The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 7
Solutions Partner Agency Partner
Content Inspiration:
We’ve Been Doing It All Wrong
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.9
We have been thinking
social success
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
Equals this
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.11
Social count is not indicative
of “Success”
This is flawed
The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 13
Easy to manipulate
We are basing our content ideas off
of what our competitors are doing
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.15
It is a small piece of the pie
“Look they are killing it with XYZ,
so lets make a newer version.”
“They did X as an article and look
at those shares! Lets do it as a
guide”
Which works, but…
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
That’s playing for second
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.21
If He copied
If he copied competitors
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
We would still be here
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.23
Instead of here
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
But to get there we gotta go back to the 90’s
When Keyword Research was
the name of the game
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
Because I promise you
Adobe AEM Community // @chrisbennettDigital. Marketing. Elevated.27
100%It is the closest thing to a guarantee you will get
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
and they like guarantees
So what does this look like?
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.
First add about 3 hours to the
5 minutes you currently spend on
keyword research for content
The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 31
Please! Don’t just type in a phrase in
Keyword Planner and call it a day.
great sales pitches
how to make a good sales pitch
effective sales pitch
effective sales presentations
good sales pitch lines
how to pitch a sale
the perfect sales pitch
writing a sales pitch
a good sales pitch
how to make a sales pitch presentation
successful sales pitch
what is a good sales pitch
making a sales pitch
sales pitch template
sales pitch outline
how to make a sales presentation
perfect sales pitch
how to give a sales pitch
great sales presentations
how to sales pitch
how to make a sale
how to write a sales pitch
how to make sales
sales pitch script
how to do sales
how to create a sales pitch
how to start a sales pitch
creating a sales pitch
sales pitch tips
sales pitch book
sales pitches that work
how to give a sales presentation
good sales
best sales pitch
best sales pitch examples
best sales presentation
best sales pitches
the best sales pitch
good sales pitch ideas
how to make a sales call
sales pitch templates
phone sales pitch
timeshare sales pitch
best sales presentations
sales pitches that work
how to give a sales presentation
good sales
best sales pitch
best sales pitch examples
best sales presentation
best sales pitches
the best sales pitch
good sales pitch ideas
how to make a sales call
sales pitch templates
phone sales pitch
timeshare sales pitch
best sales presentations
sales pitches
what is a sales pitch
sale pitch
how to get sales
salespitch
how to be great at sales
make sales
what is sales pitch
how to close a sales pitch
sales pitch ideas
how to be good in sales
best sales pitch ever
define sales pitch
sales speech examples
sale presentation
how to be a great salesman
sales speech outline
examples of a sales pitch
how to make more sales
sales pitch sample
sales pitch examples
sales presentation
how to make a good blog
examples of sales pitch
example of a sales pitch
business pitch presentation
sample sales pitch
example sales pitch
sales pitch script example
sales pitches examples
sales pitch outline
how to make a sales presentation
perfect sales pitch
how to give a sales pitch
great sales presentations
how to sales pitch
how to make a sale
how to write a sales pitch
how to make sales
sales pitch script
how to do sales
how to create a sales pitch
how to start a sales pitch
creating a sales pitch
sales pitch tips
sales pitch book
sales pitches that work
how to give a sales presentation
good sales
best sales pitch
best sales pitch examples
best sales presentation
best sales pitches
the best sales pitch
good sales pitch ideas
how to make a sales call
sales pitch templates
phone sales pitch
timeshare sales pitch
best sales presentations
sales pitches
what is a sales pitch
sale pitch
how to get sales
salespitch
how to be great at sales
make sales
what is sales pitch
how to close a sales pitch
sales pitch ideas
how to be good in sales
best sales pitch ever
define sales pitch
sales speech examples
successful sales pitch
what is a good sales pitch
making a sales pitch
sales pitch template
sales pitch outline
how to make a sales presentation
perfect sales pitch
how to give a sales pitch
great sales presentations
how to sales pitch
how to make a sale
how to write a sales pitch
how to make sales
sales pitch script
how to do sales
how to create a sales pitch
how to start a sales pitch
creating a sales pitch
sales pitch tips
sales pitch book
sales pitches that work
how to give a sales presentation
good sales
best sales pitch
best sales pitch examples
best sales presentation
best sales pitches
the best sales pitch
good sales pitch ideas
how to make a sales call
sales pitch templates
phone sales pitch
timeshare sales pitch
best sales presentations
sales pitches
what is a sales pitch
sale pitch
how to get sales
salespitch
how to be great at sales
make sales
what is sales pitch
how to close a sales pitch
sales pitch ideas
Grab a massive list
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.33
We grabbed 4,333 around smoothies/recipes
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.34
Then apply the formula
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.35
Searches x Bid = Benefitx =
Start with Google
35
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.36
Then add in Difficulty
36
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.37
=
Bring in Difficulty
37
Benefit ÷ Difficulty = KOB
÷
Difficulty
Tool
Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated.38
This is a public DOC
PLEASE Download
or Copy
Before Using.
Link: to KOB Spreadsheet
We made the formula for you!
Make subgroups for each theme
and sort by KOB
Your research will dictate your ideas
Somebody make me
some pumpkin cookies
It Works! - by prioritizing KOB
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.44
Now that you have the formula
Case study
Kale
Case study
Kale
It was not “viral”
that’s the point
Case study
Kale
22k Searches
a month
Case study
Kale
- 302 Different Keywords
bringing traffic
- 75 Keywords in the top 10
- 1,300 visits a day
#client4life
Remember:
SEO is promotion
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.51
“A popular topic in search
will often lead to social
success. ”
The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 52
82Avg. Higher Social Shares
content w/o KOB content w/KOB
Case study
Peanut
butter
smoothies
Case study
Peanut
butter
smoothies
Again, not “viral”
Case study
Peanut
butter
smoothies
#client4life
- 1,300 Different Keywords
bringing traffic
- 100 Keywords in the top 10
- 1,100 visits a day
But Chris, recipes are easy
Just slap “Paleo” on it
and it will work
so let’s talk B2B
The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 59
https://www.qubole.com/resources/solution/big-data-vendors-comparison/
The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 60
The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 61
4.5% Conversion Rate
Tripled
4.5%Conversion Rate for Buyers Guide
The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 62
4.5% Conversion Rate
Tripled
3XOrganic Leads to the the Site
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.63
“Applying KOB to your
content inspiration is
like jumping in front of a
train of traffic ”
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.64
Rules to live by
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.65
“Make the best
result for that
SERP.”
https://moz.com/blog/how-to-create-10x-content-whiteboard-friday
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.66
“RankBrain is part of
Google’s overall search
“algorithm,” a computer
program that’s used to sort
through the billions of pages
it knows about and find the
ones deemed most relevant
for particular queries.”
http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.67
The best images
The best layout
The best copy
The best mobile
The most informative
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.68
Longest?
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.69
<Insert size matters joke/>
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.70
Long Form Content
Outperforms short content across the
board.
more shares
more citations
better rankings
Moz + Buzzsumo Study
https://moz.com/blog/content-shares-
and-links-insights-from-analyzing-1-
million-articles
Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated.
85%
71
85% of content published (excluding videos and quizzes) is less than 1,000 words long.
However, long form content of over 1,000 words consistently receives more shares
and links than shorter form content. Either people ignore the data or it is simply too hard
for them to write quality long form content.
Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated.
85%
72
85% of content published (excluding videos and quizzes) is less than 1,000 words long.
However, long form content of over 1,000 words consistently receives more shares
and links than shorter form content. Either people ignore the data or it is simply too hard
for them to write quality long form content.
Over 1,000 words
Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated.73
- 90 days old
- 93 Keywords in the top 20
- 6:24 avg. “time on site”
https://www.smartling.com/market-penetration/
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.74
The best images
The best layout
The best copy
The best mobile
The most informative
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.75
Longest?
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.76
We took the highest word
count ranking in the top 10
and added 1,500 words
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.77
4,870 words
Side note: You should
always be mobile friendly,
but make sure you “scan”
well.
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.79
here is the point
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.81
This isn’t, grabbing a quick
list of words and saying to
the writer/editor, “work em
in.”
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.82
Use Hero Image Slide for
full screen photosNotice: There should be no footer
This is getting into the weeds
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.83
This is the inspiration
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.84
This is cooking with every ingredient
because we want this
and this
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.87
Chris Bennett
CEO/Founder
/97thfloor
@chrisbennett
/97thfloor
Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.