Content Strategists: Use SEO to achieve your content goals #ConfabEU

Making the Most Out of Seo to
Achieve Your Content Goals
#seoforcontent AT #confabEU BY @aleyda FROM @orainti

hell0 #confabEU

WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS?
Hi, My name is Aleyda Solis
Speaker
Blogger Sharer
@aleyda +aleydasolis
Consultant

RAISE YOUR HAND: WHO HAS SEO EXPERIENCE IN THE ROOM?

who WAS successful and loved it?

SEO shouldn’t be a pain FOR CONTENT STRATEGISTS

SEO <> SPAM

SEO CAN HELP CONTENT TO ACHIEVE ITS GOALS

SEO CAN HELP CONTENT TO ACHIEVE ITS GOALS
to
sell
to
educate
to
communicate
to
support
to
promote

it CONNECTS search audience interest with WEBSITE offer

WITH BETTER visibility by improving relevance & popularity
Relevance
popularity

LET’S SEE HOW…

FIRST, LET’S identify your SEARCH audience needs

WHAT ARE YOUR POTENTIAL SEARCH VISITORS LOOKING FOR?

DO A keyword & topical research
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

start by getting keywords & PHRASES suggestions
http://keywordtool.io/

look for modifiers MATCHING customer journey & personas
…
+
informational
review
tips
guide
news
or
transactional
buy
reserve
purchase
register
products
or
brands
topics
or

identify their search volume & seasonality
www.semrush.com/

expand YOUR KEYWORDS with those of your competitors

see which search vertical gives more traffic
www.similarweb.com/

check your linked content, rankings & organic traffic
http://www.opensiteexplorer.org/ www.google.com/analytics/ www.google.com/webmasters/tools/

& verify these keywords competition level
moz.com/tools/keyword-difficulty

consolidate and prioritize your keywords & TOPICS

use them to create, OPTIMIZE & REORGANIZE CONTENT
INDUSTRY behavior business ! offering
current content
!
!
Relevance
search volume
competition
seasonality
intent
!
!
existence
format
rankings
traffic
conversions
!
VOLUME
PROFITABILITY

DISCOVER OPPORTUNITIES TO SATISFY YOUR AUDIENCE CONTENT NEEDS

NOW, LET’S OPTIMIZE YOUR CONTENT FOR SEARCH

how to attract the visibility your content deserves?
http://www.google.com/webmasters/tools/richsnippets #seoforcontent AT #confabEU BY @aleyda FROM @orainti

ACHIEVING BETTER POSITIONS FOR RELEVANT QUERIES
http://moz.com/blog/google-organic-click-through-rates-in-2014

but is not just about rankings anymore

IS ABOUT MAKING the most out of search features FOR VISIBILITY

OPTIMIZE THE relevance & search-friendliness of YOUR content
map
keywords
with web
architecture
identify
content type &
format to
target each
topic
optimize
content (pages,
images, videos)
for 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 ALL
devices
facilitate
your content
share-ability
BETTER
SEARCH
VISIBILITY

map your TOPICS & KEYWORDS with your web areas
x
communi
ty
product
category
2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category
a
categoRy
b
blog
product
category
1
product
category
n

AS WELL AS the content type & format
www.distilled.net/blog/the-content-matrix/

avoid THE lack of targeted relevance
BAD GOOD

THERE ARE ALWAYS SEO FRIENDLY WAYS TO IMPLEMENT
http://moz.com/blog/parallax-scrolling-websites-and-
seo-a-collection-of-solutions-and-examples

use siteliner to check internal content duplication ISSUES
www.siteliner.com/

optimize pages relevance towards their targeted terms

featurE them in key areas & elements of your pages
keywords or topics in
title
url
meta description
headings
body text
images
videos

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 A meta tag CHECKER to preview them
tools.seochat.com/tools/metatags-google-preview/

OPTIMIZE YOUR images relevance
optimize with the
targeted terms
alt description
file name
surrounding text
STRUCTURED MARKUP

and your videos relevance TOO
optimize with the
targeted terms
title
file name
caption or
surrounding text
STRUCTURED MARKUP

search engines should see the same content than your users
www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en

in all TYPE OF devices
mobilephoneemulator.com/
https://www.google.com/webmasters/tools/

if you require registration FOR CONTENT, balance your approach

REMEMBER THAT your content needs a body
http://youtu.be/8DNzUWgHtKc

and a meaning, WHICH CAN BE GIVEN BY USING STRUCTURED DATA
support.google.com/webmasters/answer/99170?hl=en

in some cases IT will ALSO give you more visibility

USE GENERATORS & TESTERS FOR THE IMPLEMENTATION
www.google.com/webmasters/tools/
richsnippets
tools.seochat.com/category/schema-generators

UGH, BUT ALL THIS IS SO MUCH WORK

but now you’LL HAVE A “perfectly optimized page” AS A RESULT!
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

you can ALSO support yourself with an on-page SEO grader
http://moz.com/tools/onpage-grader

or USE SEO CRAWLERS TO do large SCALE analysis

PLUS, REMEMBER THAT OUR WORK IS MULTIDISCIPLINARY

start WORKING along (your new bFF) the seo

TOGETHER WE CAN GIVE CONTENT THE SEARCH VISIBILITY IT DESERVES

thanks #confabeu
It’s time for your questions!

IMAGES featured UNDER CREATIVE COMMONS
https://www.flickr.com/photos/isherwoodchris/7322132364/
https://www.flickr.com/photos/guinavere/6226636645/
https://www.flickr.com/photos/kalexanderson/6231391820/
https://www.flickr.com/photos/activars/5923479525/
https://www.flickr.com/photos/mac_filko/8256455440/
https://www.flickr.com/photos/23950335@N07/5513197198/
https://www.flickr.com/photos/bobsfever/6747750655/
https://www.flickr.com/photos/east_mountain/10351490185/
https://www.flickr.com/photos/icedsoul/2699731884/
https://www.flickr.com/photos/empirestripesback/10331615303/
https://www.flickr.com/photos/pedrovezini/5853054073/

Content Strategists: Use SEO to achieve your content goals #ConfabEU

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