Creating Findable Content

Harris Schachter@OptimizePrime #RVAcontentstrategy

Find Out What Your Customers Are Seeking

#RVAcontentstrategy

Copyright © 2010-2013 AMC Network Entertainment LLC

@OptimizePrime

How to find what your prospects seek:•Ask Them•Commonalities among competitors•Customer Service Reps•Salespeople•Your Current Content•Google Instant• Soovle• SEOchat suggest tool

•Q&A Sites

•Keyword Tools• Keyword Planner • Ubersuggest• Mergewords

•Social Media • Social Mention• Google Alerts

• Talkwalker• Radian6• BuzzStream• Fresh Web Explorer

•Google Trends & Insights

#RVAcontentstrategy@OptimizePrime

Organize Customer Needs into Sales Cycle Stages

Awareness

Interest

Decision

Action

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Cook Up Incredible Content

Copyright © 2010-2013 AMC Network Entertainment LLC

#RVAcontentstrategy@OptimizePrime

Ideas for Killer Content:•Re-create outdated content•Content Idea Generator• Content Idea Generator• Portent’s Title Maker

•Re-create successful content, and make it better. • Reverse-Engineer it

•Create an Idea Dashboard•Make Data Interesting•Utilize Evergreen and Seasonal Content•Re-create successful decommissioned content• Backlink tool + Wayback Machine

•Make an editorial calendar•Real Time Content Strategy

#RVAcontentstrategy@OptimizePrime

Tips for Creating Findable Content:•Use the media formats which best suit your product, service, or audience•Use a consistent brand voice•Utilize hierarchical headings (H1 to H6) to organize ideas•Write naturally. Don’t overload the keywords•Use bold and italics for your important points•Make share buttons available (but not annoying)•Check Spelling•Link to other content on your site, and relevant external sources•Utilize meta data when possible•Do a content audit to see what’s working, what’s not, and to glean customer insights

#RVAcontentstrategy@OptimizePrime

Make it Mobile

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#RVAcontentstrategy@OptimizePrime

Mobile Search Success:•Make titles interesting and attention grabbing (i.e. tweetable).•Keep intro paragraphs interesting – most important information at the top.•Ensure fast loading times.•Have a responsive site!• If you have an m dot, ensure you’ve configured it correctly (Next

section)•Don’t use pop ups or overlays.•Use emulators or plugins to simulate mobile phones, tablets, and anything else. • User Agent Switcher

•If your site is locally relevant, include content about that location.• Local SEO:

• Consistent NAPs• Google+ Places listing• Accurate listings in Localeze, Yext, Acxiom, Infogroup

#RVAcontentstrategy@OptimizePrime

The Technical Stuff

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#RVAcontentstrategy@OptimizePrime

Technical Considerations:•Analytics Implementation•Internal Linking Strategies•URL Structure & IA•Meta data•Control the crawl:• Sitemap.xml• Robots.txt• Page level indexation

•Page Load Time•Image Alternate Attributes•Backlink Profiles•Header Response Codes• Redirects• Error Pages

•Duplicate Content• Use ‘site:’ operator• Parameter Handling• Canonical Tags• Keyword Overlap

•Accommodate Mobile Devices• For M Dots: rel=alternate, canonicals

•Social Media Meta Data:• Facebook Open Graph Tags• Twitter Cards• Google+ Markup

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Make Content Look Good To Outsiders

Copyright © 2010-2013 AMC Network Entertainment LLC

#RVAcontentstrategy@OptimizePrime

Content Presentation on the SERP:•Page Titles• Keep less than 70 characters• Include important keywords to the left• Describe what the user will find on the

page.•Meta Descriptions• Keep less than 160 characters• Include a call to action• Include relevant keywords

•Preview them

•Test Them•Rich Snippets with Structured Data• Author/Publisher• Events• Recipes• Local Businesses• Ratings and Reviews• Articles• Book Reviews• Products• (Data highlighter)

#RVAcontentstrategy@OptimizePrime

Get Links and Shares

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#RVAcontentstrategy@OptimizePrime

Inspiring Links and Shares•Find broken links and offer your content instead•Do outreach for link building• Email site owners

•Find content curation sites and

resources to link from•Engage with your target audience• Use Followerwonk’s Twitter Bio Search• Use Twitter Search or Fb Graph Search• Respond to comments and promote

discussion•Bag it, Tag it•Optimize for Social Media•Leverage Your Connections & Networks

• Business partners• Affiliates• Franchisees

•Identify influencers• Klout Score• Followerwonk’s Social Influence

Score• Curate Content

• Use the 4-1-1 rule• Have awesome content

#RVAcontentstrategy@OptimizePrime

Relax. Then Plan for the Future

Copyright © 2010-2013 AMC Network Entertainment LLC

#RVAcontentstrategy@OptimizePrime

The Future of Findability:Semantic Search

• Search Engine -> Answer Engine– Knowledge Graph

• Brand Equity = Content Creation & Social Interaction

• Trust• Reputation• Authority

• Structured Data• Entity Extraction

• Content is the currency of the web.

– Use a consistent brand voice across all channels

– Convey brand values through your content

– Use any and all means of content delivery

– Create content with real value in a variety of contexts

– Connect all the pieces with Google+

– Keep a steady flow of fresh content

#RVAcontentstrategy@OptimizePrime

Thank you