The document provides 10 tips for creating SEO-friendly content: 1) Use many on-site, off-site and scalability tactics, 2) Prioritize keywords and categories, 3) Know what content to create by researching keywords, 4) Optimize content with metadata, URLs and page speed, 5) Plan content distribution across topics, channels and refreshment, 6) Measure performance with metrics like traffic and conversions, 7) Curate third-party content, 8) Be patient as SEO takes time, 9) Create an ecosystem for content creation and 10) Create valuable content.

1. • 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 Content
So you can …
Alok Jain
Co-CEO & CMO

2. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
2
SEO Landscape

3. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
3
Tip #1: Use Many Tactics
Google uses 200+ signals to serve relevant results.
B2C Marketing Usage by Tactic

4. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
4
Tip #2: Prioratize
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.

5. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
5
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

6. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
6
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

7. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
7
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 kw inventory, define SOV & indentify key Category
Position #1 equates to an
average CTR of 36.4%
Position #2 earns a
CTR of 17%
@alokkjain | @ezdia

8. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
8
 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 content
Checklist for optimized page
Leverage URL Structure for SEO Benefit
ideal:
not ideal:
http://ww30.1800flowers.com/product.do?
baseCode=101496&dataset=1012&cm_ci
d=d1012
http://proflowers.com/plants/P
otted-Pink-Calla-Lilly-494
populated by
product title
populated by
data base
@alokkjain | @ezdia
Tools

9. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
9
Tip #4: Optimize your content
Wrangle 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. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
10
Tip #5: Scale your effort
In-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

11. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
11
Tip #5: Scale your effort
Foster colloboration (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. s
uppliers)
Content
Strategy
External content
creators (i.e.
Community,
content vendors)
In house content
creators (i.e.
writes/editors)

12. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
12
Tip #6: Plan for Content Distribution
Plan for content topics, publishing, distribution & refreshment.
@alokkjain | @ezdia

13. 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.

14. 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 braded 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

15. 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

16. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
16
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

17. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
17
@alokkjain | @ezdia
Tip #10: Creating an Ecosystem
within your content creation process
Strategy &
Planning
Decide on
Theme &
Topics
Create
Content
Distribution
Re-purpose
/curate
Measure &
Analyze

18. Thank you!
Visit eZdia.com/IRCE
for free samples, downloadable SEO tools
and an exclusive eBook
Alok Jain
alok.j@ezdia.com
eZdia.com
eZdia.com/blog

19. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
19
Create Value!
“Content without value is spam.” - Cyrus Shepherd
@alokkjain | @ezdia

20. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Tip #1: Use Many Tactics
Include tactics that support on-site, off-site & scalability.
20
On-Site Tactics:
• Create keyword rich onsite articles with optimized meta
tags (title tag, meta description, clear text URL)
• Embed long tail keywords in title tags
• Send internal link love to any pages sitting on SERP pages
2-4
• Use “best of” & “top 10” type lists to find awesome link
targets
• Use related products or suggested article links
• Publish content over 800 words
• Use curated content, like expert roundups and top picks
to encourage mentions, shares and inbound links
Scale Your Efforts
• Build/get product reviews at scale
• Go beyond Google’s Adword tool for keyword research! Leverage
Facebook ad tool, reddit, Wikipedia and Flippa a try
• Build local pages
• Optimize map listings with local landing page URLs
• Improve SERP visibility with semantic (Schema) markup
Off-Site Tactics
• Find A+ link prospects on AllTop
• Link out to authority sites
• Treat your YouTube video descriptions as mini blogs
@alokkjain | @ezdia

21. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
Tools
Focus
3 key categories & 5
tier I events for Q4
Type of content
Onsite & offsite,
infrastructure/resourc
es readiness
Plan Outreach
Re-purpose content
for channels
Keep it Fresh
Content curation/
refreshment plan
Channel & ROI
Tip #5: Plan for
Content Distribution
Plan for content topics, publishing, distribution & refreshment.

22. 10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
22
Focus
3 key categories & 5
tier I events for Q4
Type of content
Onsite & offsite,
infrastructure/resourc
es readiness
Plan Outreach
Re-purpose content
for channels
Keep it Fresh
Content curation/
refreshment plan
Channel & ROI
Tip #5: Plan for Content Distribution
Plan for content topics, publishing, distribution & refreshment.
@alokkjain | @ezdia

23. 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
23
@alokkjain | @ezdia
Tip #6: 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.