eZdia IRCE 2014 Session

• Get your site design, content and

overall experience right!

• Get your content visible on page 1

of Google SERPS

• Earn links, shares, reviews and

comments from your customers.

• Build brand authority and trust—

yielding more conversions.

10 Proven Tips to

Create SEO-Friendly ContentSo you can …

Alok JainCo-CEO & CMO

10 Proven Tips to Create SEO-Friendly Content

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Alok Jain2

SEO Landscape


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Alok Jain3

Tip #1: Use Many TacticsGoogle uses 200+ signals to serve relevant results.

B2C Marketing Usage by Tactic


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Alok Jain4

Tip #2: Prioritize Define goals & map your priorities to chart course

@alokkjain | @ezdia

Defining your business goal and mapping your priorities will help achieve success.

• For a resource constrained team, you may prioritize tactics that are low effort, high effectiveness.

• For an advanced team, tackling tactics with low to medium effort, high effectiveness might be a good way to start.


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Alok Jain5

Objective, audience

Content types, marketing channel

Blogs, ad banners, social media posts, infographics, short how-to’s

Buyer’s guides, gift guides, white paper, forums

Top 10/best of editorial lists, product reviews, finders

Product use guides, product reviews, free trials, testimonials

Product/accessories updates, how-to’s, blogs, community forums

When

Daily, short form

Weekly, long form

On customer interaction

On purchase and just after

Customer type/purchased items

Tip #3: Know the Content to Create

@alokkjain | @ezdia


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Alok Jain6

Collect Keyword Data: ideas for sources

Tip #3: Know the Content to CreateIdentify keywords, topics & themes to create content around

Plug variations of these terms into Google Adwords keyword planner to get more keyword

ideas

@alokkjain | @ezdia

• Inbound search terms• Borrowed from your competitor• Keywords in your taxonomy• Social trends• Events & holidays• Customer reviews• Get creative! (Black Friday in July)• site FAQ’s


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1. Eliminate any keywords that don’t fit brand voice or campaign goals

2. Identify share of voice (SOV) by • Filter it for targeted keyword groups by category

and competition.• Apply Organic CTR to keyword position & monthly

search volume and identify traffic.

3. Choose category based upon SOV and business priorities.

Tip #3: Know the Content to CreateTake keyword inventory, define SOV & identify key category

Position #1 equates to an average CTR of 36.4%

Position #2 earns a CTR of 17%

@alokkjain | @ezdia


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Is the content unique, readable & valuable?

Did you research keywords using right tools?

Are the primary keywords in the title & URL?

Are there keywords in the image file & alt tag?

Are social sharing options available?

Does the page load fast—less than 4 seconds for all content?

Do redirects from older versions deliver directly to the page?

Is the page available to a robot crawler?

Is the URL included in the sitemap file?

Is the page using semantic (Schema) markups?

Do Not Duplicate Content

Tip #4: Optimize your contentChecklist for optimized page

Leverage URL Structure for SEO Benefit

ideal:

not ideal:

http://ww30.1800flowers.com/product.do?

baseCode=101496&dataset=1012&cm_cid=d1012

http://proflowers.com/plants/Potted-Pink-Calla-

Lilly-494

populated by product title

populated by data base

@alokkjain | @ezdia

Tools


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Alok Jain9

Tip #4: Optimize your contentWrangle your metadata

Title Tag Meta Description URL

65 characters

158 characters

92characters

@alokkjain | @ezdia

Title tags appear in more than 5 prominent places like browser tabs, SERPS & social media headlines!

Meta descriptions fuels the page “description” on a search result of social media post.

Metadata also includes protocols like Schema.org, Twitter Card, Open Graph & Google authorship

Site metadata is visible … & powerful!


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Alok Jain10

Tip #5: Scale your effortIn-house vs Outsourcing

Ideas of tasks to outsource:

• keyword research• analytics• specific writing tasks• data validation• image research• fact checking

61% of large companies (1,000+ employees)

outsource some component of their

content creation process.

@alokkjain | @ezdia


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Alok Jain11

Tip #5: Scale your effortFoster collaboration (Internal teams, community & vendors)

• Our experience shows that using a workflow tool for content creation boost writer/editor efficiency by 25%.

Technology ServicesHybrid

Compendium

DivvyHQPercolate

Crowdsource

Crowdflower

ContentlyTextBroker

Brafton

AEM eZdiaKapostSkywor

dZerys

@alokkjain | @ezdia

In house content Influencer (i.e.

catalog managers)

External content partners (i.e.

suppliers)

Content Strategy

External content creators (i.e. Community,

content vendors)

In house content creators (i.e. writes/editors)


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Alok Jain12

Tip #6: Plan for Content DistributionPlan for content topics, publishing, distribution & refreshment.

@alokkjain | @ezdia


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Alok Jain

Tip #6: Plan for Content DistributionPlan for content topics, publishing, distribution & refreshment.


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Alok Jain

Google+ rich snippets has been shown to significantly increase the click-through-rate from SERPs by as much as 150%.

source: QuickSprout.com

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@alokkjain | @ezdia

Tip #7: Get on Google+It’s true! Google loves Google+… and so do searchers!

A recent study by SearchMetrics found Google +1s to be the highest-correlated factor they studied

3 Benefits to Creating Content on Google+

1. Posts are crawled and indexed by google immediately.

2. Each post is published with it’s own unique URL & title tags.

3. Each post earns page rank and can pass link equity through links.

http://QuickSprout.com/


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Alok Jain

Tip #8: MeasureIf you can measure it, you can improve it.

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Measuring SEO performance is critical to the success of your businessMetrics to Track:• % of total traffic that comes from organic

search.• Branded vs. non branded organic traffic.• Keyword rankings & share of voice (SOV).• Total number of pages that are receiving

at least 5 visits from organic search every month.

• Traffic quality (time on site, pages/visit)• Conversion & ROI

@alokkjain | @ezdia

Tools


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Alok Jain

Tip #9: Curate Content

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Curating content is the combination of collecting, adding to/annotating and sharing 3rd party content:

- Aggregation : collecting relevant content- Distillation : getting to a simplistic format- Elevation : identifying larger trend/insight- Mashup : merging existing content to

create a new point of view- Chronology : organizing information to

show how things has evolved

@alokkjain | @ezdia


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Alok Jain17

SEO results always take longer than you want or expect. Some of the most time-consuming components of optimization are:

• establishing authority: everyone wants to link to a celebrity ☺

• analyzing the competition: successful SEO initiatives are multi-faceted.

• building partnerships and links: these rely on real relationships, trust and respect.

Tip #10: Be Patient & PersistentHow long will it take to see results?

@alokkjain | @ezdia


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Alok Jain18

@alokkjain | @ezdia

Creating an Ecosystemwithin your content creation process

Strategy & Planning

Decide on Theme &

Topics

Create Content

Distribution

Re-purpose/

curate

Measure & Analyze

Thank you!

Visit eZdia.com/IRCE for free samples, downloadable SEO tools

and an exclusive eBook

Alok [email protected]

eZdia.comeZdia.com/blog