Syncing SEO & Content Strategies
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The document discusses syncing SEO and content strategies. It provides an overview and introduction to SEO, keywords research, content strategy, and keyword narratives. It discusses editorial planning, content seeding, and interlinking as part of a keyword narrative. It also discusses the three facets of SEO: indexation, relevance, and popularity. Under relevance, it covers keyword research, on-page optimization including page titles, meta descriptions, and copy/content. It discusses benefits of blogging for SEO and using a keyword narrative and editorial calendar to plan content.
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Syncing SEO & Content Strategies
- 1. Plank Breakfast Club 12 August 2014 yncing SEO & Content Strategies 1
- 2. Syncing SEO & Content 2 Breakfast Club Overview • Intro to SEO • Keywords Research • Content Strategy • Keyword Narrative o Editorial Planning o Content Seeding o Interlinking
- 3. Syncing SEO & Content 3 Breakfast Club Who Am I? • Founder of Socialed Inc. • Recovering Agency Hack • Blogger o @gypsybandito o @acquisio o @revenews • Search & Social Since 2005
- 4. Syncing SEO & Content 4 Breakfast Club INTENTIONAL TARGETING
- 5. Syncing SEO & Content 5 Breakfast Club SERP Click-Through-Rates
- 6. Syncing SEO & Content 6 Breakfast Club Source: Chitika 2013 Search Ranking Click Through Rate 1 32.5% 2 17.6% 3 11.4% 4 8.1% 5 6.1% 6 4.4% 7 3.5% 8 3.1% 9 2.4% 10 2.6%
- 7. Syncing SEO & Content 7 Breakfast Club Challenge & Opportunity Top 5 Results Get >75% of Clicks
- 8. Syncing SEO & Content 8 Breakfast Club SEO = Medium- to Long-Term Strategy
- 9. Syncing SEO & Content 9 Breakfast Club 3 Facets of SEO
- 10. SEO 101 10 Breakfast Club Indexation • Removing any barriers to search crawlers indexing all pages on your site Relevance • Mapping site architecture to semantic verticals to reach ideal relevancy on targeted terms Popularity • Balance the quantity, quality, & regularity of your backlink profile to maximize popularity
- 13. Relevance – Keyword Research 13 Breakfast Club What Why • A relevant selection of the best combinations of keywords for your site and industry •To understand where your site traffic to your web site •To understand which keywords have best search volume & conversion potential How • With search volume data provided by Google Keyword tool and other tools • List of best keywords associated with themes and sections/sub-sections/pages of your pages • Full list of keywords with search volume data, separated by themes • A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages Deliverables
- 14. Relevance – Keyword Research 14 Breakfast Club Free Tools • Google Adwords Keyword Tool • Google Analytics Google Adwords Keyword Tool • Search Volume • Average CPC
- 15. Relevance – Keyword Research 15 Breakfast Club Keyword Data Keywords Search Volume Avg. CPC content marketing 12,100 $19.96 inbound marketing 8,100 $23.56 content strategy 2,400 $16.18 what is content marketing 1,900 $19.18 what is inbound marketing 1,300 $13.20
- 17. Relevance – On Page SEO 17 Breakfast Club The 3 Basics • Page Titles • Meta Descriptions • Copy & Content
- 18. Relevance – On Page SEO 18 Breakfast Club Page Titles – 65 Characters
- 19. Relevance – On Page SEO 19 Breakfast Club Meta Descriptions: 150-160 Characters
- 20. Relevance – On Page SEO Breakfast Club Page Title • 65 Characters • 1-2 Keywords + Brand Name Meta Description • 150-165 Characters • Marketing Copy • Call-to-Action 20
- 21. Relevance – On Page SEO 21 Breakfast Club Page Copy / Content • Unique Content • 300 words min (suggested) • 1.6% Keyword Density • Header Tags (H1, H2, H3) • Bullet Lists
- 22. 22
- 23. Syncing SEO & Content Strategy 23 Breakfast Club SEO Benefits of Blogging • Authorship Mark-Up • Updated Content o Posts, Comments, etc. • Structured Content o Categories, Tags, Users, RSS Feed, etc. • Interlinking oPosts oCategory Blurbs oAuthor Bios
- 24. Syncing SEO & Content Strategy 24 Breakfast Club Keyword Narrative
- 25. Syncing SEO & Content Strategy 25 Breakfast Club Editorial Calendar • Category Taxonomy o Product / Service Related • Keyword Research o Category Verticals o Proportional Search Volume o Content Distribution o Brainstorming
- 26. Questions 26 Onpage SEO & Copywriting T F ??? CT Moore ctmoore@socialed.ca @gypsybandito