Upload
ezdia-inc
View
807
Download
3
Tags:
Embed Size (px)
DESCRIPTION
10 tips, plus dozens of new tactics to create SEO-friendly content. Gain expert insights and real-life examples of how adjusting creative content process can boost your effectiveness. by Alok Jain #IRCE2014
Citation preview
!• 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 Jain
Co-CEO & CMO
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain2
SEO Landscape
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain3
Tip #1: Use Many TacticsGoogle uses 200+ signals to serve relevant results.
B2C Marketing Usage by Tactic
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
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.
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
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
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain6
Collect Keyword Data: ideas for sources
Tip #3: Know the Content to Create!
Identify 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
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain7
!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 Create Take 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
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain8
!
✓ 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_c
id=d1012
http://proflowers.com/plants/Potted-Pink-Calla-Lilly-494
populated by product title
populated by data base
@alokkjain | @ezdia
Tools
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain9
Tip #4: Optimize your contentWrangle your metadata
Title Tag Meta Description URL
65 !characters
158 !characters
92!characters
@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!!!
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
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
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
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
DivvyHQ
Percolate
Crowdsource
Crowdflower
Contently
TextBroker
Brafton
AEM !eZdia
Kapost Skyword
Zerys
@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)
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain12
Tip #6: Plan for Content Distribution!
Plan for content topics, publishing, distribution & refreshment.
@alokkjain | @ezdia
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Tip #6: Plan for Content Distribution!
Plan for content topics, publishing, distribution & refreshment.
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Tip #7: Measure If you can measure it, you can improve it.
14
Measuring SEO performance is critical to the success of your business
Metrics 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
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Tip #8: Curate Content
15
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
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain16
!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 #9: Be Patient & Persistent!How long will it take to see results?
@alokkjain | @ezdia
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
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
17
@alokkjain | @ezdia
Tip #10: 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.
10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain18
@alokkjain | @ezdia
Create an Ecosystem!
within 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 Jain
eZdia.com/blog