Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

Making the Most Out of SEO to Achieve Your Content Goals

#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

hell0 confab! I’m so happy to be here


I’M ALEYDA SOLIS , INTERNATIONAL SEO +7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS

FOUNDER OF @ORAINTI & CO-FOUNDER @TRIBALYTICS

WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS?


let’s talk about seo


it’s not this. this is simply spam.


it’s BETTER visibility by improving relevance & popularity

Relevance popularity


connecting search audience interest with business offer


which is done with web content


seo needs relevant, original & compelling content


1. content relevance is a key SEO RANKING factor


http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/

http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/

google makes it clear in their quality guidelines


support.google.com/webmasters/answer/35769?hl=en#1

https://support.google.com/webmasters/answer/35769?hl=en#1

penalizes those sites that don’t comply with them


support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312

https://support.google.com/webmasters/answer/2721306


*OUCH*


blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/

http://blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/

and it’s evolving their algorithm with semantic features


insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.html

http://insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html

2. COMPELLING CONTENT ATTRACTS links, citations, shares


which increases a page popularity and rankingS


because all of this, content is the SEO king


ups! sorry. I meant A good king.


but how can seo help content?


BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS


in the age of the multi-channel customer journey


www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

CONTENT is the common DRIVER


to sell


to educate


to grow your community


to support your customers


to build your reputation


TO COMMUNICATE YOUR NEWS


which are part of your content goals too


here are a couple of ways seo CAN HELP you TO achieve them


identifying your search audience needs1.


to create content that connects with your audience


page 1 page 2

home

topics that your audience search about your business & industry

content type & format that your audience will love & endorse

your site

AN SEO TARGETED KEYWORD RESEARCH WILL GIVE ANSWERS

Content Demand in search engines

Content supply in your website


to identify current content with search audience demand



YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND


and the non-fulfilled demand of your search audience



YOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND

LET’S IDENTIFY THAT NON-FULFILLED DEMAND WITH A KEYWORD RESEARCH


applying search behavior, business & content criteria

relevance & intent

search volume,

seasonality & competition

current rankings &

content existence

industry keyword

suggestions

competitors keywords

performance

current keywords &

content performance

business goals, volume &

profitability

your prioritized

keywords and topics


1. start by getting keywords & PHRASES suggestions

tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php


http://tools.seochat.com/tools/related-keywords-tool/

http://www.merlinox.com/suggest/index-en.php

look for modifiers MATCHING customer journey & personas


!!

review tips

guide news

…

informational

products

+brands

topics

…

!!

buy reserve

purchase register

…

transactional

+

products

brands

topics

…

and …

2. identify their search volume & seasonality

seasonality

keywords search volume and ideasadwords.google.com/KeywordPlanner


https://adwords.google.com/KeywordPlanner

3. validate the initial data with additional tools

seasonality

keywords search volume and ideaswww.semrush.com/


http://www.semrush.com/

4. expand it with those of your competitors

competitors keywords, search volume and seasonalitywww.semrush.com/


http://www.semrush.com/

5. see which search vertical gives more traffic

www.similarweb.com/


http://www.similarweb.com/

6. check your linked content, rankings & organic traffic

http://www.google.com/analytics/www.google.com/webmasters/tools/


www.opensiteexplorer.org/

https://www.google.com/webmasters/tools/

http://www.opensiteexplorer.org/

avoiding “not provided” focusing on pages & not keywords

http://www.google.com/analytics/www.google.com/analytics/ www.google.com/webmasters/tools/


http://www.google.com/analytics/

https://www.google.com/webmasters/tools/

7. SET ALERTS TO monitor & leverage NEW contenT TRENDS


www.talkwalker.com/alerts www.google.com/trends/hottrends

http://www.talkwalker.com/alerts

http://www.google.com/trends/hottrends

you can now consolidate all the gathered keyword data


and prioritize by relevance, intent & search volume


8. check your current rankings for these keywords


9. finally, verify their competition level

competition level

results format

moz.com/tools/keyword-difficulty


http://moz.com/tools/keyword-difficulty

which will provide the additional information you need


to identify the keywords with the specified criteria


!!

Relevance search volume

competition seasonality

intent

!!

existence format

rankingstraffic

conversions

INDUSTRY behavior current content!!

VOLUME PROFITABILITY

business offering



that will target the unfulfilled search audience needs




with your web content areas, types & formats


it’s now time to improve this content visibility


giving your content search visibility & conversions2.


let’s start by checking google’s current search results


the “standardized” 10 links results days are over

http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

we now have PERSONALIZED & multi-device results

http://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

personalized

local results with map, carrousel & reviews

local carrousel

business reviews

maps

authorship


answer box, images, news, authorship & knowledge graph

news

images

answer box

authorship

knowledge graph


video, recipe with ratings results

authorship

recipe w/ ratings

video


products with reviews

authorship

product w/ reviews


and more! check-out this dr. pete’s presentation

www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking


http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

it’s not just about rankings anymore, but visibility


how to stand out & make the most out of these?



improving relevance & search-friendliness of content

map keywords with web

architecture

identify content type &

format to target each topic

optimize content (pages,

images, videos) for their targeted

keywords

use structured

markup to give a meaning to your

content

verify that your content is

correctly seen by search engines

make sure your content is

correctly shown in mobile devices

facilitate your content share-ability

BETTER SEARCH VISIBILITY

x


1. map your keywords with your web content areas

communityproduct

category 2learning

centerevents

home

product 1a

product 1b

product n1

product n2

category a

categoty b

blogproduct category 1

product category n


and the content types & formats to develop or optimize

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

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

it’s key to avoid lack of targeted relevance


good implementation of parallax for seo

bad implementation of parallax for seo

and minimize content cannibalization issues

communityproduct

category 2learning

centerevents

home

product 1b

product n2

category a

categoty b


product category n

targeting query A

product 1a

product n1

targeting query a

=#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

it’s ok - targeting different modifiers that google identifies as relevant for this query

that makes google to not choose the best page to rank

communityproduct

category 2learning

centerevents

home

product 1b

product n2

category a

categoty b


product category n


this is not ok

a question page from the community q&a is not the best for this transactional query

product 1a

product n1=

targeting query A targeting query a

use siteliner to check internal content duplication ISSUES


www.siteliner.com/

http://www.siteliner.com/

2. optimize pages relevance towards their targeted terms


featurE them in key areas & elements of your pages


meta description

headings

title

body text

images

url

keywords, topics or phrases in

videos

and facilitate their shareability


use embed codes besides share buttons


www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/

http://www.siegemedia.com/embed-code-generator

http://philnottingham.com/tools/video-embed-link-generator/

3. OPTIMIZE YOUR images relevance


surrounding text

alt description

file name

optimize with the targeted terms

and your videos relevance TOO


title

file name

optimize with the targeted terms

caption or surrounding text

4. check how google (vs. your users) see your content


www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en

http://www.browseo.net/

https://support.google.com/webmasters/answer/66355?hl=en

and how your mobile users visualize it with an emulator


mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator

http://mobilephoneemulator.com//developer/mobile-emulator

http://www.opera.com/developer/mobile-emulator

if you require registration, balance your approach


registration requirement to see more. be careful with the implementation to avoid cloaking.

visible content to users & search engines, enough to give relevance to the page

remember your page body needs relevant content


http://youtu.be/8DNzUWgHtKc

http://youtu.be/8DNzUWgHtKc

5. make the most out of the title, meta description & url


title

good poor

meta description

url

fair

Begin with targeted term ~ 55 characters for desktop & ~ 60 for mobile

descriptive and attractive expanding title, inviting users to click ~150 characters for desktop & ~115 characters for mobile

short & descriptive

targeted terms in url

use the seochat meta tag generator to preview them


tools.seochat.com/tools/metatags-google-preview/

http://tools.seochat.com/tools/metatags-google-preview/

and a user agent switcher in your browser to verify them


ipad iphone

bit.ly/snifferfirefox bit.ly/snifferchrome

http://bit.ly/snifferfirefox

http://bit.ly/snifferchrome

6. give a “meaning” to your content with structured data


support.google.com/webmasters/answer/99170?hl=en schema.org


http://schema.org/


and enhance your search results with rich-snippets

use structured data & schema tools to generate them


www.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generators

https://www.google.com/webmasters/markup-helper/

http://tools.seochat.com/category/schema-generators

and the structured data testing tool to check its usage


www.google.com/webmasters/tools/richsnippets

http://www.google.com/webmasters/tools/richsnippets

7. use the authorship & publisher tags for more visibility


support.google.com/webmasters/answer/1408986


and set the markup for the in-depth articles feature


support.google.com/webmasters/answer/3280182?hl=en


along a google+ page for you & your business


www.google.com/insidesearch/features/authorship/

http://www.google.com/insidesearch/features/authorship/

8. if a news site, optimize & submit for google news too


support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205YOU’LL NEED TECHNICAL SUPPORT for this

https://support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205

maximizing every search opportunity for your content


UGH, BUT ALL THIS IS SO MUCH WORK!


oh please! we haven’t even gone technical

you can support yourself with an on-page SEO grader


www.google.com/webmasters/tools/richsnippets

http://www.google.com/webmasters/tools/richsnippets

or USE SEO CRAWLERS TO do large SCALE analysis


have the “perfectly optimized page” as a reference too


moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

start collaborating with the seo team too (your new bff)


it will be particularly handy for technical optimization

finally, always monitor your content search performance


organic search

conversions

external links & shares

organic search traffic

organic search

rankings & visibility

additional tools that can help to track it

this will serve to evolve your content over time


it’s an iterative & incremental process

now you’re ready to use seo to achieve your content goals


let’s go!

you can also ask me about seo later in twitter! Just Follow me @aleyda

thanks! do you have questions?


https://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/gordontarpley/13442033023/

https://www.flickr.com/photos/lens-cap/6923275818/

https://www.flickr.com/photos/st3f4n/4171756453/https://www.flickr.com/photos/scottiet812/2918178633/

https://www.flickr.com/photos/cipherswarm/5405595165/https://www.flickr.com/photos/mrtopf/4074083883/

https://www.flickr.com/photos/69125796@N00/7420991330/https://www.flickr.com/photos/jdhancock/5845280258/


https://www.flickr.com/photos/huguesndelafleche/7180733937/

https://www.flickr.com/photos/brizzlebornandbred/9175200216/

IMAGES featured UNDER CREATIVE COMMONS

http://www.flickr.com/photos/bfishadow/3591117493/

http://www.flickr.com/photos/kwl/3408969036/

https://www.flickr.com/photos/kwl/3346188435/

https://www.flickr.com/photos/han_shot_first/8065610332/

https://www.flickr.com/photos/trustypics/5416859444/

https://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/legofenris/4563478042/

http://www.flickr.com/photos/st3f4n/4482211416/

https://www.flickr.com/photos/kalexanderson/5592994934/

https://www.flickr.com/photos/matthewpaulson/7820480682/

https://www.flickr.com/photos/donsolo/2765213316/



https://www.flickr.com/photos/maggiew/6121978180/

https://www.flickr.com/photos/gordontarpley/13442033023/


https://www.flickr.com/photos/st3f4n/4171756453/

https://www.flickr.com/photos/scottiet812/2918178633/

https://www.flickr.com/photos/cipherswarm/5405595165/

https://www.flickr.com/photos/mrtopf/4074083883/

https://www.flickr.com/photos/69125796@N00/7420991330/

https://www.flickr.com/photos/jdhancock/5845280258/


https://www.flickr.com/photos/huguesndelafleche/7180733937/

https://www.flickr.com/photos/brizzlebornandbred/9175200216/

http://www.flickr.com/photos/bfishadow/3591117493/

http://www.flickr.com/photos/kwl/3408969036/

https://www.flickr.com/photos/kwl/3346188435/

https://www.flickr.com/photos/han_shot_first/8065610332/

https://www.flickr.com/photos/trustypics/5416859444/

https://www.flickr.com/photos/maggiew/6121978180/

https://www.flickr.com/photos/legofenris/4563478042/

http://www.flickr.com/photos/st3f4n/4482211416/

https://www.flickr.com/photos/kalexanderson/5592994934/

https://www.flickr.com/photos/matthewpaulson/7820480682/

https://www.flickr.com/photos/donsolo/2765213316/


Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

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Transcript of Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN