Marriage of Content + SEO: Tips for Keeping the Relationship Strong

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MARRIAGE OF CONTENT + SEO: TIPS FOR KEEPING THE RELATIONSHIP STRONG

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MEROVE HEIFETZDirector, SEO & Digital StrategyAcceleration Partnersmerove@accelerationpartners.com@merovewww.accelerationpartners.com

BRITTNI KINNEYClient Engagement SpecialistInfluence & Cobkinney@influenceandco.com@bkblackandgold www.influenceandco.com

INTRODUCTIONS

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TODAY’S AGENDA

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A HEALTHY FOUNDATION

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WHAT IS CONTENT MARKETING?

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WHAT IS SEO?

image

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THE STATE OF THE UNION: CONTENT + SEO

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WHY CONTENT?

• People are getting smarter.• Google is getting smarter.• Technology forces transparency. • It’s easy to reach your niche.

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CONSIDER THESE STATS

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CONSIDER THESE STATS

Source: (CMI)

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THE IMPORTANCE OF BEING FOUND

Organic Search: 19.8%

Social Media: 4.5%

Direct Traffic: 22.5%

Other Campaigns: 7.2%

Offline: 35.1%

Referrals: 10.8%

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THE MARRIAGE: CHALLENGES + OPPORTUNITIES

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CONTENT & SEO CHALLENGES

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SO WHAT’S THE GOOD NEWS?

A good content marketer is actually also great at SEO!

Will look for an image

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CONTENT MARKETING AND SEO = MATCH MADE IN HEAVEN• Both involve writing content that is helpful

and informative for the reader.• Includes keywords that readers are

searching for.• Strings their content together via links.

Links are essential for SEO. • Without quality content, gaining quality

external links will be difficult to build, and organic search visibility will also be limited.

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ESSENTIAL ELEMENTS TO YOUR CONTENT STRATEGY

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WRITE FOR HUMANS

Google cares way more about whether or not content is RELEVANT and HELPFUL for your audience than

if it’s stuffed full of keywords.

Keyword stuffing can backfire.

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CREATE 10X CONTENT

How can I create something 10 times better than what any of these folks are currently doing? That's how we stand out.”RAND FISHKIN, FOUNDER OF MOZ

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CREATE 10X CONTENT

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DIVERSIFY YOUR STRATEGY WITH DIFFERENT TYPES OF CONTENT

LISTICLES LONG-FORM VIDEO

HOW-TO’S REVIEWS

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WHAT SEARCH ENGINES LOVE

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CRITICAL ELEMENTS THAT IMPACT ORGANIC SEARCH VISIBILITY1. Helpful & Fresh Content2. External Links 3. A Great User Experience

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WHAT SEARCH ENGINES LOVE: FRESH CONTENT

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WHAT SEARCH ENGINES LOVE: EXTERNAL LINKS

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WHAT SEARCH ENGINES LOVE: “WHITE-HAT” LINK BUILDING TECHNIQUES

1. Create fresh, customer-focused content2. Quality over quantity3. Relevance 4. Anchor text5. Offer value in exchange

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ENGAGED USERS = GREAT CONTENT & GREAT UXWHAT SEARCH ENGINES LOVE: ENGAGEMENTS

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TIPS FOR GREAT ENGAGEMENT / UXWHAT SEARCH ENGINES LOVE: ENGAGEMENTS

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LANDING PAGES FAST SITE SPEED

ABOVE THE “FOLD” CALLS TO ACTION (CTAS)

SHOP NOW!

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CONTENT + SEO: MARRIAGE ADVICE

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• Picking the perfect topic• Optimizing content

ADVICE

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PICKING THE PERFECT MATE (…OR TOPICS)

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*comScore

1. Google’s and Amazon’s Suggested Results

2. Keyword Research Tools

TOOLS TO PICK THE PERFECT TOPIC

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TOOLS: GOOGLE’S & AMAZON’S SUGGESTED RESULTS

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TOOLS: GOOGLE KEYWORD PLANNER

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TOOLS: SEMRUSH.COM

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TOOLS: BRIGHTEDGE’S DATA CUBE

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TOOLS: MOZ KEYWORD EXPLORER

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OPTIMIZING CONTENT: ON-PAGE SEO

BRAND LOYALTY AUDIENCE

QUALITY CONTENT INTERNAL LINKS

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OPTIMIZING CONTENT: OFF-PAGE SEO

SOCIAL MEDIA EXTERNAL LINKS

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OPTIMIZING CONTENT: GOOGLE’S QUICK ANSWERS

*source: https://searchenginewatch.com/2016/07/05/the-abc-of-google-quick-answers/

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OPTIMIZING CONTENT: HOW TO RANK FOR GOOGLE QUICK ANSWERS• Create quality, well-structured “how-to”

content• Leverage and add Q&As to existing high-

quality organic landing pages• Implement SEO best practices to rank higher

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• “Publish and Pray” doesn’t work• Utilize owned, earned, and paid

media to bring traffic back to your site

• Anything you can do to bring more quality eyeballs to your site will benefit your both your content marketing & SEO strategies

A NOTE ON DISTRIBUTION

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HOW TO AVOID COUPLES COUNSELING

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PUT THE USER FIRST

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AVOID KEYWORD STUFFING

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AVOID BLACK-HAT TACTICS

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DO NOT PAY FOR LINKS

• Buying or selling links that pass PageRank or “link juice.”

• This does not include paid ads like Google AdWords, content syndication through tools like OutBrain or affiliate marketing links.

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METRICS OF SUCCESS

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HOW TO GET TO THE GOLDEN ANNIVERSARY

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TYPES OF KPI’S THAT CAN HELP TRACK CONTENT PERFORMANCE:

• Reach • Engagement • Sentiment • Conversions • Qualitative metrics

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Boston617.963.0839

New York646.664.1036

San Francisco415.523.0398

Chicago312.973.3864

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QUESTIONS?

MEROVE HEIFETZDirector, SEO & Digital StrategyAcceleration Partnersmerove@accelerationpartners.com

BRITTNI KINNEYClient Engagement Specialist,Influence & Co.bkinney@influenceandco.com

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Boston617.963.0839

New York646.664.1036

San Francisco415.523.0398

Chicago312.973.3864

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THANK YOU!

Visit the Influence & Co and Acceleration Partners blogs

for more tips on Content Marketing, SEO, User Experience, Site Strategy, Paid Marketing & Affiliate

Marketing:https://blog.influenceandco.com/

http://www.accelerationpartners.com/blog/