Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

Making the Most Out of SEO to Achieve Your Content Goals
#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics

hell0 confab! I’m so happy to be here

I’M ALEYDA SOLIS , INTERNATIONAL SEO
+7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS
FOUNDER OF @ORAINTI & CO-FOUNDER @TRIBALYTICS
WHO’S THIS SEO AMONG SO MANY CONTENT SPECIALISTS?

let’s talk about seo

it’s not this. this is simply spam.

it’s BETTER visibility by improving relevance & popularity
Relevance
popularity

connecting search audience interest with business offer

which is done with web content

seo needs relevant, original & compelling content

1. content relevance is a key SEO RANKING factor
http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/

google makes it clear in their quality guidelines
support.google.com/webmasters/answer/35769?hl=en#1

penalizes those sites that don’t comply with them
support.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312

*OUCH*
blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/

and it’s evolving their algorithm with semantic features
insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.html

2. COMPELLING CONTENT ATTRACTS links, citations, shares

which increases a page popularity and rankingS

because all of this, content is the SEO king

ups! sorry. I meant A good king.

but how can seo help content?

BY CREATING SYNERGY TO ACHIEVE SHARED business GOALS

in the age of the multi-channel customer journey
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

CONTENT is the common DRIVER

to sell

to educate

to grow your community

to support your customers

to build your reputation

TO COMMUNICATE YOUR NEWS

which are part of your content goals too

here are a couple of ways seo CAN HELP you TO achieve them

identifying your search audience needs
1.

to create content that connects with your audience
page 1 page 2
home
topics that your audience search
about your business & industry
content type & format that your
audience will love & endorse
your site

AN SEO TARGETED KEYWORD RESEARCH WILL GIVE ANSWERS
Content Demand  
in search engines
Content supply
in your website

to identify current content with search audience demand
Content Demand  
in search engines
Content supply
in your website
YOUR CURRENT CONTENT WITH
SEARCH AUDIENCE DEMAND

and the non-fulfilled demand of your search audience
Content Demand  
in search engines
Content supply
in your website
YOUR CURRENT CONTENT WITH
SEARCH AUDIENCE DEMAND
LET’S IDENTIFY THAT NON-FULFILLED
DEMAND WITH A KEYWORD RESEARCH

applying search behavior, business & content criteria
relevance &
intent
search
volume,
seasonality &
competition
current
rankings &
content
existence
industry
keyword
suggestions
competitors
keywords
performance
current
keywords &
content
performance
business
goals, volume &
profitability
your
prioritized
keywords and
topics

1. start by getting keywords & PHRASES suggestions
tools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php

look for modifiers MATCHING customer journey & personas
!
!
review
tips
guide
news
…
informational
products
+brands
topics
…
!
!
buy
reserve
purchase
register
…
transactional
+
products
brands
topics
…
and …

2. identify their search volume & seasonality
seasonality
keywords search volume and ideas
adwords.google.com/KeywordPlanner

3. validate the initial data with additional tools
seasonality
keywords search volume and ideaswww.semrush.com/

4. expand it with those of your competitors
competitors keywords, search volume and seasonality
www.semrush.com/

5. see which search vertical gives more traffic
www.similarweb.com/

6. check your linked content, rankings & organic traffic
http://www.google.com/analytics/
www.google.com/webmasters/tools/
www.opensiteexplorer.org/

avoiding “not provided” focusing on pages & not keywords
http://www.google.com/analytics/
www.google.com/analytics/ www.google.com/webmasters/tools/

7. SET ALERTS TO monitor & leverage NEW contenT TRENDS
www.talkwalker.com/alerts www.google.com/trends/hottrends

you can now consolidate all the gathered keyword data

and prioritize by relevance, intent & search volume

8. check your current rankings for these keywords

9. finally, verify their competition level
competition level
results format
moz.com/tools/keyword-difficulty

which will provide the additional information you need

to identify the keywords with the specified criteria
!
!
Relevance
search volume
competition
seasonality
intent
!
!
existence
format
rankings 
traffic 
conversions
INDUSTRY behavior current content
!
!
VOLUME
PROFITABILITY
business offering

Content Demand  
in search engines
Content supply
in your website
that will target the unfulfilled search audience needs

Content Demand  
in search engines
Content supply
in your website
with your web content areas, types & formats

it’s now time to improve this content visibility

giving your content search visibility & conversions
2.

let’s start by checking google’s current search results

the “standardized” 10 links results days are over
http://www.google.com/webmasters/tools/richsnippets

we now have PERSONALIZED & multi-device results
http://www.google.com/webmasters/tools/richsnippets
personalized

local results with map, carrousel & reviews
local carrousel
business reviews
maps
authorship

answer box, images, news, authorship & knowledge graph
news
images
answer box
authorship
knowledge graph

video, recipe with ratings results
authorship
recipe w/ ratings
video

products with reviews
authorship
product w/ reviews

and more! check-out this dr. pete’s presentation
www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

it’s not just about rankings anymore, but visibility

how to stand out & make the most out of these?

improving relevance & search-friendliness of content
map keywords
with web
architecture
identify
content type &
format to target
each topic
optimize
content (pages,
images, videos) for
their 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
mobile devices
facilitate
your content  
share-ability
BETTER SEARCH
VISIBILITY

x
1. map your keywords with your web content areas
community
product
category 2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category  
a
categoty  
b
blog
product
category 1
product
category n

and the content types & formats to develop or optimize
www.distilled.net/blog/the-content-matrix/

it’s key to avoid lack of targeted relevance
good implementation of parallax for seo
bad implementation of parallax for seo

and minimize content cannibalization issues
community
product
category 2
learning
center
events
home
product
1b
product
n2
category
a
categoty
b
blog
product
category 1
product
category n
targeting query A
product
1a
product
n1
targeting query a
=
it’s ok - targeting different modifiers that
google identifies as relevant for this query

that makes google to not choose the best page to rank
community
product
category 2
learning
center
events
home
product
1b
product
n2
category
a
categoty
b
blog
product
category 1
product
category n
this is not ok
a question page from the community q&a is
not the best for this transactional query
product
1a
product
n1
=
targeting query A targeting query a

use siteliner to check internal content duplication ISSUES
www.siteliner.com/

2. optimize pages relevance towards their targeted terms

featurE them in key areas & elements of your pages
meta description
headings
title
body text
images
url
keywords, topics or phrases in
videos

and facilitate their shareability

use embed codes besides share buttons
www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/

3. OPTIMIZE YOUR images relevance
surrounding text
alt description
file name
optimize with the targeted terms

and your videos relevance TOO
title
file name
optimize with the targeted terms
caption or surrounding text

4. check how google (vs. your users) see your content
www.browseo.net https://support.google.com/webmasters/answer/66355?hl=en

and how your mobile users visualize it with an emulator
mobilephoneemulator.com/ www.opera.com/developer/mobile-emulator

if you require registration, balance your approach
registration requirement to see more. be careful
with the implementation to avoid cloaking.
visible content to users & search engines,
enough to give relevance to the page

remember your page body needs relevant content
http://youtu.be/8DNzUWgHtKc

5. make the most out of the title, meta description & url
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

use the seochat meta tag generator to preview them
tools.seochat.com/tools/metatags-google-preview/

and a user agent switcher in your browser to verify them
ipad iphone
bit.ly/snifferfirefox bit.ly/snifferchrome

6. give a “meaning” to your content with structured data
support.google.com/webmasters/answer/99170?hl=en schema.org

and enhance your search results with rich-snippets

use structured data & schema tools to generate them
www.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generators

and the structured data testing tool to check its usage
www.google.com/webmasters/tools/richsnippets

7. use the authorship & publisher tags for more visibility
support.google.com/webmasters/answer/1408986

and set the markup for the in-depth articles feature
support.google.com/webmasters/answer/3280182?hl=en

along a google+ page for you & your business
www.google.com/insidesearch/features/authorship/

8. if a news site, optimize & submit for google news too
support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205YOU’LL NEED TECHNICAL SUPPORT for this

maximizing every search opportunity for your content

UGH, BUT ALL THIS IS SO MUCH WORK!
oh please! we haven’t even gone technical

you can support yourself with an on-page SEO grader
www.google.com/webmasters/tools/richsnippets

or USE SEO CRAWLERS TO do large SCALE analysis

have the “perfectly optimized page” as a reference too
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

start collaborating with the seo team too (your new bff)
it will be particularly handy
for technical optimization

finally, always monitor your content search performance
organic
search
conversions
external
links &
shares
organic
search
traffic
organic
search  
rankings &
visibility
additional tools that can help to track it

this will serve to evolve your content over time
it’s an iterative & incremental process

now you’re ready to use seo to achieve your content goals
let’s go!

you can also ask me about seo later in
twitter! Just Follow me @aleyda
thanks! do you have questions?

https://www.flickr.com/photos/maggiew/6121978180/ 
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https://www.flickr.com/photos/lens-cap/6923275818/
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Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

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Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN