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Maximizing Your Content for Seo Success & Love
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Speaker
Blogger Sharer@aleyda +aleydasolis
Hello Istanbul! My name is Aleyda Solis
Seo
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Let’s talk about Content for Seo Today
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Making it “keyword” relevant is not enough
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
There are more characteristics to be fulfilled
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
To maximize your content Seo performance
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
It shall be bot-friendly
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Panda Proof
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Rank & attract your audience attention
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Educate about your offering
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Communicate your news
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Help you sell your products or services
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Provide a great experience
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Which will get your audience endorsement.
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
In a continous & scalable process
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Raise your hand if you follow all this!
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
We have a challenge
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
But we can improve to achieve these goals
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Start by asking the following questions
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Who are & How my audience search?
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Go beyond “keyword relevance & search volume”
CONTENT FORMAT
SCENARIOS PERSONAS
USED DEVICES
INTENT
TOPICS
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Identify terms, phrases, modifiers, variants
http://keywordtool.io/
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Expand your ideas thanks to your competitors
http://semrush.com/
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
See which vertical & format provides more traffic
http://similarweb.com
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Identify your Web most linked content & topics
http://www.google.com/analytics/http://opensiteexplorer.org
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Check your most shared topics, formats & platforms
http://www.google.com/analytics/
http://socialcrawlytics.com
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Search the most shared content in social networks
http://www.google.com/analytics/
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
http://buzzsumo.com
Verify the devices used for the relevant queries
http://www.google.com/analytics/
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Map this with your customer journey
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
Answer when do they search what and how
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
+
INFORMATIONAL review
tips guide news
TRANSACTIONAL buy
reserve purchase register
OR
OR
OR
PRODUCTS
BRANDS
TOPICS
Profile your Audience & Identify your Personas
BACKGROUND
CHARACTERISTICS
ACTIVITIES & MOTIVATIONS
CONTEXT SCENARIOS
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Check-out these Personas guides
http://moz.com/blog/personas-understanding-the-person-behind-the-visit
http://www.creativity101.com/creating-a-persona-why-and-how/
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Prioritize topics & keywords based on your findings
BEHAVIOR relevance volume
competition seasonality
persona intent
scenario
BUSINESS availability profitability
STATUS content existence
content format rankings traffic
conversions growth
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
How to connect with my search audience and fulfill their needs while giving the best experience?
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
http://www.google.com/webmasters/tools/richsnippets
http://moz.com/blog/google-organic-click-through-rates-in-2014
By giving your content the best visibility…
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Which is not just about rankings anymore
http://www.google.com/webmasters/tools/richsnippets#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
local carrousel
business reviews
maps
But also about optimizing for search features
http://www.google.com/webmasters/tools/richsnippets#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
news
images
answer box
knowledge graph
Our optimization efforts should evolve as Google
http://www.google.com/webmasters/tools/richsnippets#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Optimize the experience of your content
map topics 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
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
x
Map the prioritized topics with your web areas
communityproduct category 2
learning center
events
home
product 1a
product 1b
product n1
product n2
category a
category b
blogproduct category 1
product category n
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
As well as the content type & format
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
www.distilled.net/blog/the-content-matrix/
Avoid internal content duplication issues
www.siteliner.com/
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
and the lack of targeted relevance
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
NO YES
Check out these resources to solve it
http://moz.com/blog/parallax-scrolling-websites-and-seo-a-collection-of-solutions-and-examples
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
http://builtvisible.com/on-infinite-scroll-pushstate/
Make sure each page has an attractive content offer
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
http://youtu.be/8DNzUWgHtKc
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
meta description
headings
title
body text
images
url
keywords or topics in
videos
Optimize your content towards their targeted terms
Each page should be considered a landing page
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Attractive, with purpose, built to connect & convince
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
https://blog.kissmetrics.com/landing-page-design-infographic/
http://www.slideshare.net/ScottValentine1/how-to-optimize-landing-pages-for-conversions
When optimizing, think on your personas
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
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
Don’t forget to optimize your images
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
surrounding text
alt description
file name
optimize with the targeted terms
structured markup
And your videos too!
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
title
file name
optimize with the targeted terms
caption or surrounding text
structured markup
Test how your content is delivered for all devices
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
https://developers.google.com/speed/pagespeed/insights/
https://developer.chrome.com/devtools/docs/device-mode
Making sure each target their users characteristics
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Give your content a meaning with structured data
support.google.com/webmasters/answer/99170?hl=en
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Which in some cases will give extra-visibility too
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
www.google.com/webmasters/tools/richsnippetstools.seochat.com/category/schema-generators
Use generators & testers for the implementation
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Facilitate your content shareability with buttons
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
And mark your content for social sharing
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Maximize your visibility in social networks with them
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
You can verify them with their own validators
https://developers.facebook.com/tools/debug/ https://cards-dev.twitter.com/validator
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Always enable ways to distribute your content
www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Ugh! But this is so much work
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
But now you’ll have an optimized page!
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
It’s about being consistent & multidisciplinary
And what happens when I run out of content ideas?
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
It’s about being (again) consistent & creative
target trends, news & updates your
research
reformat & repurpose successful content
curate existing content
for hot topics
have an editorial
calendar & schedule
make use of user generated
content
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Keep updated with Content & Keywords Alerts
buzzsumo.com
Like they have done!
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Like they have done!
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Like they have done!
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Your content deserves visibility! Let’s give it that.
Thanks Seozone! Do you have questions?
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
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/kalexanderson/7588800922/
https://www.flickr.com/photos/activars/5923479525/
https://www.flickr.com/photos/activars/6590201161/
https://www.flickr.com/photos/mac_filko/8256455440/
https://www.flickr.com/photos/kalexanderson/8972242350/
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/activars/5331301148/
https://www.flickr.com/photos/empirestripesback/10331615303/
https://www.flickr.com/photos/empirestripesback/9799007436/
https://www.flickr.com/photos/empirestripesback/14502360973/
https://www.flickr.com/photos/pedrovezini/5853054073/
#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI
Images under Creative Commons
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