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Using Content Marketing for SEO
- 1. Using Content Marketing for SEO
- 3. What Affects Search Engine Optimization Off-Site On-Site Factors Factors 44% 56%
- 4. Off-Site – Inbound Links (42%) In-bound Links Other
- 5. Off-Site – Social Links (7%)
- 6. Off-Site – Domain URL (7%)
- 7. On-Site – Keywords (44%) Relative Search Volume
- 9. SEO = Content Marketing Links Social Keywords Uniqueness Freshness Clicks Crawlable content
- 10. Tracks of Content Prod/Category General web Buying/Material/Care Design Important Dates Description content Guides Inspiration Vendor Guides Extras November-12 X X X X December-12 X X X X January-13 X X X March-13 X X X X April-13 X X X May-13 X X X X July-13 X X X X August-13 X X X X September-13 X X X November-13 X X X December-13 X X X
- 11. Ideas for Content Tracks
- 12. Team and Process
- 13. Schedule and Commitment Week Collection/Vetting Writing/Vetting Editing/Design Publish Action needed by December 3 - 7 Upholstery / Leather basics, manuals, videos, trends (Mark's 1) Cust Service items - Gaurantees, training docs great example) About specials, refunds, delivery 2) Us/Interview, basically anything Mattress Buying Guide ALL Gatekeepers December 10 - 14 Any and all info relevant to Jan/Feb 1) Uphostery buying guide, 1) Cust Service items - Gaurantees, advertised items - selling points / 2)Leather buying guide 3)About Us / specials, refunds, delivery 2) campaign strategy Slumberland's story Mattress Buying Guide Tom - Mark - Ryder December 17 - 21 Linnens, Mirrors, popular SL 1) Uphostery buying guide, 1) Cust Service items - trends, common customer design 2)Leather buying guide 3)About Us / Gaurantees, specials, refunds, questions as examples Strategic Product Descriptions Slumberland's story delivery 2) Mattress Buying Guide Katie - Scott December 24 - 28 Design Guides: 1) How linnens Children's furniture trends, campaigns, change a room 2) Using Mirrors 3) selling guides, Lighting, lamps Finding your design style Strategic Product Descriptions Mark - Scott Dec 31 - Jan 4 1) Children's furniture buying guide 1) Uphostery buying guide, Storage benches, ottomans, laptop 2) Children's spaces design guide 3) Design Guides: 1) How linnens 2)Leather buying guide 3)About armoires, Customer feedback, internal Lighting 101 4)Design: Bid ideas for change a room 2) Using Mirrors 3) Us / Slumberland's story 4) initiatives small spaces Finding your design style Product Descriptions first wave Katie - Mark - Scott
- 14. Optimizing
- 15. Cutting Through Clutter “We create as much information in two days as we have since the dawn of man through to 2003.” - Eric Schmidt, Google CEO
- 16. Add Value To Humans Write interesting titles and descriptions Use bullets Keep videos short Use visuals and graphics Have clear calls to
- 17. Optimize to Search Engines Site Map Name Home Page About Us URL / about-minneapolis-senior-care Page title Nokomis Healthy Seniors in Minneapolis, MN Providing Senior Care to South Minneapolis On-Page <H1> Title Nokomis Healthy Seniors in Minneapolis, MN Providing Senior Care to South Minneapolis Nokomis Healthy Seniors is based in Minneapolis, Learm more about Nokomis Healthy Seniors Intro Text MN… providing senior care for the past x years Meta Title Minneapolis based Nokomis Healthy Seniors Senior care in south minneapoils Minneapolis based Nokomis Healthy Seniors works with elderly providing senior home care and nursing Nokomis Healthy Seniors provides senior care to Meta Description services. South Minneapolis.
- 18. Follow Best Practices Keep one keyword phrase focused to one page Use a CMS with friendly URLs Link internally from content piece to content piece using keywords Use tags and categories with keywords Keep a site map up-to-date Make social sharing easy
- 22. Tag and Segment Content
- 24. Where to Start? Start small, then grow Determine SEO keywords Research tracks of content Commit to a publish schedule and assignments Optimize by creating valuable content with SEO keywords Write content chuncks that can be used multiple ways Distribute across platforms and devices Participate in online conversations
- 25. Questions?
- 26. Using Content Marketing for SEO 1.) SEO Factors 2.) Content Marketing • Links • Create tracks of • Social content • Keywords • Create schedule • Uniqueness and assignments • Freshness • Clicks • Crawlable content 3.) Optimize 4.) Distribute • Add value to humans • Device ready content • Optimize to search • Platform ready content engines • Break down and • Focus on keywords segment content and best practices elements More info and references: Illustrations taken from http://www.flickr.com/photos/rosenfeldmedia/sets/72157632087897721/with/8215280368/ http://www.salesforcemarketingcloud.com/resources/ebooks/how-to-craft-a-successful-social-media-content-marketing-plan/ http://rosenfeldmedia.com/books/content-everywhere/ Look for next Lunch and Learn on A Top-Secret JavaScript Topic in April. Presented by: Jonathan Anderstrom | jonathan@creedinteractive.com | Office: 651.356.6996 | Mobile: 651.334.8800
Notas del editor
- Page & Domain Level Link Metrics (42%). Links from other websites to your site as a whole and to individual pages on your site hold the most weight in your site’s ability to rank. Page Level Social Metrics (7%). The social buzz of a particular page, for example Twitter links and Facebook shares.Domain Level Brand Metrics (7%). The visibility of a brand across the web in news articles, noted sites like Wikipedia and sheer volume of searches is an indicator to the search engines that the keyword is important.
- Domain Level Brand Metrics (7%). The visibility of a brand across the web in news articles, noted sites like Wikipedia and sheer volume of searches is an indicator to the search engines that the keyword is important.
- Page Level Keyword Usage (15%). The keywords on the page. Search engines seek to determine what a page is about by looking at key page elements and will penalize a page if keywords are repeated too many times.Page/Domain Level Keyword Agnostic Features (12%). Includes uniqueness of content compared to other content on the web, freshness of content, age of site/page.Page Level Traffic/Query Data (6%). This category of factors includes user experience metrics such as the click through rate of your listing and the bounce rate of the page. In essence, the search engines want to reward sites that users appreciate. Domain Level Keyword Usage (11%). This category refers to keyword usage in the domain name itself, e.g. www.[keyword].com.
- Content marketing is driven by one big idea: if you produce and share fantastically useful content, your community will be more likely to become customers, remain customers, and send you more customers. Benefits•A stronger customer relationship with your brand once they see you are honestly trying to help them instead of just shilling your product •A well-earned reputation as the thought leader in your industry•Increased traffic to your website through higher SEO rankings, inbound links and social shares •Educated and empowered repeat customers who become brand ambassadors •Fewer customer service complaints and calls •Opportunities to engage with prospects seeking to educate themselves about their buying decisions
- About Slumberland – History, Mission,Values Customer Service - Working with us,Shopping ,Design help,Purchasing, Guarantees,Financing Options ,Returns/exchanges/refunds,Delivery areas/shipping,FAQs,Customer Testimonials Product/Category Descriptions Buying GuidesMaterial GuidesMaintenance/CareDesign Guides/Inspiration How linens can change up a roomUsing mirrors to expand a spaceBig ideas for small living rooms How to create a neutral palette Design a home officeHow to arrange irregular spacesLighting 101How to find your design styleChoosing the best rugs for your spaceThe ultimate entertainment room Space-savers (storage benches/ottomans, laptop armoires, etc.)How to artfully arrange a bookcaseTaming the tangle: Media consoles Staging: tips for staging your house for sale Vendor Guides Extras Shop this room: Annotated photos of rooms decorated with Slumberland furniture and accessoriesStaff picks: Staff members’ favorite products and/or vendorsHome tours: Such as on Room and Board and Apartment TherapyBefore and after room makeoversCustomer and/or employee stories Ask the Expert: Customers can submit design or furniture questions to be answered by a Slumberland professionalGlossary of terms More user-friendly/sophisticated style finder and room designer, interactive features
- Nearly 7.5 million blog posts are published every week on WordPress alone - one of many blogging platforms 340 million tweets posted every dayFacebook’s 1 billion users have uploaded 219 billion photos and clicked the Like button 1.13 trillion (yes, trillion) times1 hour of video is uploaded to YouTube every second To sort through it all, Internet users type nearly 18 billion queries into search engines every month and rely on their social networks to curate interesting information.
- Above all else, your content has to provide value to people. Search engines are getting better at knowing which content was created to game the ever-changing algorithm versus what content humans actually trust. In order for content to get downloaded, linked to, bookmarked or shared, it has to satisfy a human need. It must entertain or educate your audience. What will be your editorial team’s standard for quality? What standards must each piece of content meet in order to get published? Document the essential guidelines to ensure your editorial team is collectively focused on providing value to people.