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Content Optimization

& Strategy

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Andy Thomson

SEO Specialist@andythomson99

Today’s Presenters

Taylor Pettis

Sr. Marketing Manager@tpettis

linkd.in/1dsZJAa

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SEO 101: Ensure your site is accessible to search engines.

SEO 201: Ensure your site is relevant and useful to your visitors.

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Content Marketing:GET PEOPLE TO SEE YOUR CONTENTContent Strategy:DATA-DRIVEN CONTENT CREATION

You will need data and creativity to succeed with content

WHAT IS CONTENT?

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IS CONTENT WORTH THE INVESTMENT?

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410 URLs indexed320 keywords ranking4.7k estimated monthly traffic$2k estimated monthly traffic cost

…OF COURSE!

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1 URL12 keywords ranking23 estimated monthly traffic$37 estimated monthly traffic cost

Every penny counts!

What you’ll learn:

• Basic Website Organization• Keyword Research & Application• Content Marketing/Promotion

BASIC WEBSITE ORGANIZATION

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Website Biology…

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Website HierarchyHome Page

Secondary Navigation

Tertiary Navigation

Product or Service Page

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Example…

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Website Taxonomy

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Website Taxonomy

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Human readableConciseLowercase (or consistent capitalization)Trailing slash (/) consistencyUse dash: – Not underscore: _

URL Structure

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www.piragis.com

Let’s build a URL!

+ /canoes-kayaks/+ /wenonah/

+ /boundary-waters-17/

www.piragis.com/canoes-kayaks/wenonah/boundary-waters-17/

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Internal links create a path for users to follow & helps search engines find your pages.

Use consistent versions of URLs. (Avoid variations in capitalization & trailing slashes.)

Internal Linking

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Link strategically to indicate which pages are the most important.

Link consistently. (Use the same URL. Avoid mixed- case URLs and inconsistent trailing slashes.)

Internal Linking

BASIC WEBSITE ORGANIZATION

Website Hierarchy/ OrganizationURL StructureInternal Linking

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KEYWORD RESEARCH

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Keyword Research Tools

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1. Sign-up or Sign-in to Google Adwords.2. Enter term you want to target.3. Ensure your targeting is correct.4. Get ideas.5. Select a few keywords to target based on relevancy and average monthly searches.6. Apply terms to page.

Keyword Research How-to:(Using Google Adwords Keyword Planner)

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Keyword Research

1. Sign-up or Sign-in to Google AdWords.

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2. Enter term you want to target.

3. Ensure your targeting is correct.

4. Get ideas.

Keyword Research

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Keyword Research

5. Select a few keywords to target based on relevancy and average monthly searches.

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Keyword Research

5.1 Selecting the right keywords.

Things to consider:1. Relevancy2. Average monthly

search volume3. Competition

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Keyword Research

“sleeping bags”Cold WeatherKeyword MS

Vcold weather sleeping bag

260

winter sleeping bag

210

warm sleeping bags

170

APPLYING KEYWORD RESEARCH

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Applying Keyword ResearchWhat should you optimize?

page title (50-60 characters)meta descriptions (70-155 characters) heading tags (have only one H1!)on-page content (target 2-4 terms per

page)

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Page Title: Unique and descriptive.Approx. 55 character limit.Test with Moz tool.

Example:Keyword 1 | Keyword 2 | Brand Name

Meta Description: Click-enticing, unique description of the page.

Keep within a 70 - 155 character limit.

Off-Page Elements

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H1 Heading: Unique and descriptive

Page Copy: Descriptive, unique, and keyword rich

Alt Image Text: Descriptive and keyword rich

On-page Elements

KEYWORD RESEARCH

How to do keyword researchHow to apply keyword research

CONTENT MARKETING STRATEGY, EXECTUTION &

PROMOTION

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Understanding who your user is,

What is a content strategy?

+ =

what problems they have that you are able to solve,

and finding a way to solve those problems.

UNDERSTAND YOUR USER

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PersonasWho is your target audience?

Before you create content, understand…

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PersonasWho is your target audience?

Get to know your audience!

Age range

Gender

Income Range

Interests

DislikesPain Points

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Buying CycleWhat steps do they take in the conversion process?

Before you create content, understand…

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Match existing content to personas and steps in the buying cycle. Identify areas that lack content and fill gaps.

Content Inventory & Gap Analysis

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Content Inventory & Gap AnalysisURL Casual

CamperAwareness

Interest

Consideration

Purchase Intent

www.campingwebsite.com/article/how-to-pick-a-sleeping-bag/

x x

www.campingwebsite.com/sleeping-bags/adult/

x x x

Awareness

Interest

Consideration

Purchase Intent

Casual Camper

15 17 10 5

Extreme Camper

11 2 7 13

BLOGGING & CONTENT CALENDAR CREATION

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BlogVideoProduct/Service PageInteractive toolGraphic

Create the right type of content for your audience.

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You have an actively engaged community (or the potential for one).You have the resources to commit to regular content creation.You have something great to say!

You should consider a blog if…

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Content Calendar

http://www.verticalmeasures.com/content-editorial-calendar-template/

This should be

informed by

keyword research!

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Content Calendar

https://docs.google.com/spreadsheet/ccc?key=0AsKxtai-b7NqdGdqODJyd0xwc0xTQ3h4M2I3aUlPSWc&usp=sharing#gid=0

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Content Promotion

Social Media

PPC

Newsletters

Email

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Content Promotion

CONTENT STRATEGY

Personas & the Buying CycleContent Inventory & Gap AnalysisContent Calendar & BloggingContent Promotion

REVIEW

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Website OrganizationWebsite Hierarchy/ OrganizationURL StructureInternal Linking

Keyword Research How to do keyword researchHow to apply keyword research

Content StrategyPersonas & the Buying CycleContent Inventory & Gap AnalysisContent Calendar & BloggingContent Promotion

Review

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SEO 101: Ensure your site is accessible to search engines.

SEO 201: Ensure your site is relevant and useful to your visitors.

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Measurement and Improvement

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Questions?