Marriage of Content + SEO: Tips for Keeping the Relationship Strong
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When content and SEO fell in love, it was a match made in marketing heaven. But as any long-term relationship can attest, it can be challenging to keep things fresh, relevant and interesting. Merove Heifetz, Director of SEO & Strategy at Acceleration Partners and Brittni Kinney, Client Engagement Specialist at Influence & Co., will discuss some external factors impacting this relationship (and potentially leading it astray) and share ideas for how digital marketers can help ensure a union that’s successful and in sync for years to come. In this webinar you will learn: - Tips for reinvigorating your content so that it attracts and engages your audience - Hot SEO techniques marketers are leveraging to share their content and make it irresistible to search engines - Things to avoid in your SEO + content relationship so that it doesn’t turn toxic
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Marriage of Content + SEO: Tips for Keeping the Relationship Strong
- 1. @accelerationpar @influenceandco #SEOLuvsContent MARRIAGE OF CONTENT + SEO: TIPS FOR KEEPING THE RELATIONSHIP STRONG +
- 2. @accelerationpar @influenceandco #SEOLuvsContent 2 MEROVE HEIFETZ Director, SEO & Digital Strategy Acceleration Partners merove@accelerationpartners.co m @merove www.accelerationpartners.com BRITTNI KINNEY Client Engagement Specialist Influence & Co bkinney@influenceandco.com @bkblackandgold www.influenceandco.com INTRODUCTIONS
- 4. @accelerationpar @influenceandco #SEOLuvsContent 4 A HEALTHY FOUNDATION
- 5. @accelerationpar @influenceandco #SEOLuvsContent WHAT IS CONTENT MARKETING? 5
- 6. @accelerationpar @influenceandco #SEOLuvsContent WHAT IS SEO? 6 image
- 7. @accelerationpar @influenceandco #SEOLuvsContent 7 THE STATE OF THE UNION: CONTENT + SEO
- 8. @accelerationpar @influenceandco #SEOLuvsContent WHY CONTENT? 8 • People are getting smarter. • Google is getting smarter. • Technology forces transparency. • It’s easy to reach your niche.
- 10. @accelerationpar @influenceandco #SEOLuvsContent CONSIDER THESE STATS 10 Source: (CMI)
- 11. @accelerationpar @influenceandco #SEOLuvsContent THE IMPORTANCE OF BEING FOUND 11 Organic Search: 19.8% Social Media: 4.5% Direct Traffic: 22.5% Other Campaigns: 7.2% Offline: 35.1% Referrals: 10.8%
- 12. @accelerationpar @influenceandco #SEOLuvsContent THE MARRIAGE: CHALLENGES + OPPORTUNITIES
- 13. @accelerationpar @influenceandco #SEOLuvsContent CONTENT & SEO CHALLENGES 13
- 14. @accelerationpar @influenceandco #SEOLuvsContent SO WHAT’S THE GOOD NEWS? 14 A good content marketer is actually also great at SEO! Will look for an image
- 15. @accelerationpar @influenceandco #SEOLuvsContent CONTENT MARKETING AND SEO = MATCH MADE IN HEAVEN 15 • Both involve writing content that is helpful and informative for the reader. • Includes keywords that readers are searching for. • Strings their content together via links. Links are essential for SEO. • Without quality content, gaining quality external links will be difficult to build, and organic search visibility will also be limited.
- 16. @accelerationpar @influenceandco #SEOLuvsContent ESSENTIAL ELEMENTS TO YOUR CONTENT STRATEGY
- 17. @accelerationpar @influenceandco #SEOLuvsContent WRITE FOR HUMANS 17 Google cares way more about whether or not content is RELEVANT and HELPFUL for your audience than if it’s stuffed full of keywords. Keyword stuffing can backfire.
- 18. @accelerationpar @influenceandco #SEOLuvsContent “ CREATE 10X CONTENT How can I create something 10 times better than what any of these folks are currently doing?That's how we stand out.” RAND FISHKIN, FOUNDER OF MOZ 18
- 19. @accelerationpar @influenceandco #SEOLuvsContent CREATE 10X CONTENT 19
- 20. @accelerationpar @influenceandco #SEOLuvsContent DIVERSIFY YOUR STRATEGY WITH DIFFERENT TYPES OF CONTENT 20 LISTICLES LONG-FORM VIDEO HOW-TO’S REVIEWS
- 21. @accelerationpar @influenceandco #SEOLuvsContent WHAT SEARCH ENGINES LOVE
- 22. @accelerationpar @influenceandco #SEOLuvsContent 22 CRITICAL ELEMENTS THAT IMPACT ORGANIC SEARCH VISIBILITY 1. Helpful & Fresh Content 2. External Links 3. A Great User Experience
- 23. @accelerationpar @influenceandco #SEOLuvsContent 23 WHAT SEARCH ENGINES LOVE: FRESH CONTENT
- 24. @accelerationpar @influenceandco #SEOLuvsContent WHAT SEARCH ENGINES LOVE: EXTERNAL LINKS 24
- 25. @accelerationpar @influenceandco #SEOLuvsContent WHAT SEARCH ENGINES LOVE: “WHITE-HAT” LINK BUILDING TECHNIQUES 25 1. Create fresh, customer-focused content 2. Quality over quantity 3. Relevance 4. Anchor text 5. Offer value in exchange
- 26. @accelerationpar @influenceandco #SEOLuvsContent ENGAGED USERS = GREAT CONTENT & GREAT UX WHAT SEARCH ENGINES LOVE: ENGAGEMENTS 38
- 27. @accelerationpar @influenceandco #SEOLuvsContent TIPS FOR GREAT ENGAGEMENT / UX WHAT SEARCH ENGINES LOVE: ENGAGEMENTS 38 LANDING PAGES FAST SITE SPEED ABOVE THE “FOLD” CALLS TO ACTION (CTAS) SHOP NOW!
- 28. @accelerationpar @influenceandco #SEOLuvsContent CONTENT + SEO: MARRIAGE ADVICE
- 29. @accelerationpar @influenceandco #SEOLuvsContent 29 • Picking the perfect topic • Optimizing content ADVICE
- 30. @accelerationpar @influenceandco #SEOLuvsContent 30 PICKING THE PERFECT MATE (…OR TOPICS)
- 31. @accelerationpar @influenceandco #SEOLuvsContent 31 *comScore 1. Google’s and Amazon’s Suggested Results 2. Keyword Research Tools TOOLS TO PICK THE PERFECT TOPIC
- 32. @accelerationpar @influenceandco #SEOLuvsContent 32 TOOLS: GOOGLE’S & AMAZON’S SUGGESTED RESULTS
- 33. @accelerationpar @influenceandco #SEOLuvsContent TOOLS: GOOGLE KEYWORD PLANNER 33
- 34. @accelerationpar @influenceandco #SEOLuvsContent 34 TOOLS: SEMRUSH.COM
- 35. @accelerationpar @influenceandco #SEOLuvsContent 35 TOOLS: BRIGHTEDGE’S DATA CUBE
- 36. @accelerationpar @influenceandco #SEOLuvsContent 36 TOOLS: MOZ KEYWORD EXPLORER
- 37. @accelerationpar @influenceandco #SEOLuvsContent OPTIMIZING CONTENT: ON-PAGE SEO 37 BRAND LOYALTYAUDIENCE QUALITY CONTENT INTERNAL LINKS
- 38. @accelerationpar @influenceandco #SEOLuvsContent OPTIMIZING CONTENT: OFF-PAGE SEO 38 SOCIAL MEDIA EXTERNAL LINKS
- 39. @accelerationpar @influenceandco #SEOLuvsContent OPTIMIZING CONTENT: GOOGLE’S QUICK ANSWERS 39 *source: https://searchenginewatch.com/2016/07/05/the-abc-of-google-quick-answers/
- 40. @accelerationpar @influenceandco #SEOLuvsContent OPTIMIZING CONTENT: HOW TO RANK FOR GOOGLE QUICK ANSWERS 40 • Create quality, well-structured “how-to” content • Leverage and add Q&As to existing high-quality organic landing pages • Implement SEO best practices to rank higher
- 41. @accelerationpar @influenceandco #SEOLuvsContent • “Publish and Pray” doesn’t work • Utilize owned, earned, and paid media to bring traffic back to your site • Anything you can do to bring more quality eyeballs to your site will benefit your both your content marketing & SEO strategies A NOTE ON DISTRIBUTION 38
- 42. @accelerationpar @influenceandco #SEOLuvsContent HOW TO AVOID COUPLES COUNSELING
- 43. @accelerationpar @influenceandco #SEOLuvsContent PUT THE USER FIRST 43
- 44. @accelerationpar @influenceandco #SEOLuvsContent AVOID KEYWORD STUFFING 44
- 46. @accelerationpar @influenceandco #SEOLuvsContent DO NOT PAY FOR LINKS 46 • Buying or selling links that pass PageRank or “link juice.” • This does not include paid ads like Google AdWords, content syndication through tools like OutBrain or affiliate marketing links.
- 48. @accelerationpar @influenceandco #SEOLuvsContent HOW TO GET TO THE GOLDEN ANNIVERSARY 38
- 49. @accelerationpar @influenceandco #SEOLuvsContent TYPES OF KPI’S THAT CAN HELP TRACK CONTENT PERFORMANCE: 49 • Reach • Engagement • Sentiment • Conversions • Qualitative metrics
- 50. @accelerationpar @influenceandco #SEOLuvsContent Boston 617.963.0839 New York 646.664.1036 San Francisco 415.523.0398 Chicago 312.973.3864 QUESTIONS? MEROVE HEIFETZ Director, SEO & Digital Strategy Acceleration Partners merove@accelerationpartners.com 50 BRITTNI KINNEY Client Engagement Specialist, Influence & Co. bkinney@influenceandco.com
- 51. @accelerationpar @influenceandco #SEOLuvsContent Boston 617.963.0839 New York 646.664.1036 San Francisco 415.523.0398 Chicago 312.973.3864 THANKYOU! 51 Visit the Influence & Co andAcceleration Partners blogs for more tips on Content Marketing, SEO, User Experience, Site Strategy, Paid Marketing & Affiliate Marketing: https://blog.influenceandco.com/ http://www.accelerationpartners.com/blog/
Notas do Editor
- Merove
- Merove & Brittni
- Brittni A Healthy Foundation State of the Union: Content + SEO The Marriage: Challenges & Opportunities Essential Elements For Your Content Strategy What Search Engines Love Content + SEO: Marriage Advice How to Avoid Couples Counseling How to Get to the Golden Anniversary: Metrics of Success
- Brittni
- Brittni Content marketing is the idea of creating and producing high-quality content in the form of articles, blog posts, e-books, whitepapers, and more on topics and problems related to your target audience. By creating that content, companies can naturally turn themselves into resources for their audience and generate brand trust, loyalty, top-of-mind awareness, and inbound leads.
- Merove Search engine optimization comprises of several methods to enhance a site’s organic search visibility in Google and other search engines. Organic search is one of several important marketing channels that organizations should leverage to be found online.
- Brittni
- Brittni
- Brittni 88% of B2B marketers, and 76% of B2C marketers use content marketing. (CMI) 30% of B2B marketers, and 38% of B2C marketers say they’re effective at content marketing. (CMI) Despite this, over 60% of marketers create at least one piece of content each day. (eMarketer)
- Brittni When looking at what metrics matter most to content marketers, they rank sales and lead quality as the highest. SEO is much lower on their priority list.
- Brittni Fix sizing of graph text & numbers Yet, some of the warmest leads come from organic search. This graphic shows the lead source that originally lead customers to Influence + Co’s site:
- Brittni
- Brittni SEO can be seen as narrow and technical, while content marketing is more creative. Content marketers aren’t integrating SEO into their current strategy. In order to effectively improve your rankings, you need to keep SEO in mind.
- Brittni
- Brittni Good content marketing and SEO both involve writing content that is helpful and informative for the reader. A good content marketer includes keywords that readers are searching for. A good content marketers strings their content together via links. Links are essential for SEO. Without quality content, gaining quality external links will be difficult to build, and organic search visibility will also be limited.
- Brittni
- Brittni Google cares way more about whether or not content is RELEVANT and HELPFUL for your audience than if it’s stuffed full of keywords. In fact, keyword stuffing can backfire and negatively impact your SEO.
- Brittni
- Brittni
- Brittni We focus on a strategy that involves linking articles that we guest contribute in relevant online publications back to relevant content on our site. This helps us generate traffic, and also serves as a high quality link back to our site. NOTE: This is not the only reason why we do this, but it does serve as a benefit! You should be looking at creating high quality content on your own site, but also expanding your horizons to earned media.
- Merove
- Merove
- Merove Google’s RankBrain is the third-most important factor for ranking web pages (according to Google). Everyday, 15% of queries are ones that Google has never seen before. That is 450 million new searches a day. Among those searches can be complex long-tail queries. RankBrain is designed to help better interpret those queries and effectively translate them, behind the scenes, to find the best pages for the searches. RankBrain loves fresh content. Google now uses RankBrain for 100% of its queries (when RankBrain launched it was used only 15%)
- Merove Moz’s most recent Search Engine Ranking Factors Study notes that high quality backlinks are some of the most influential factors in SEO. Google recently admitted it was one of the two most important SEO factors. (FIND LINK) Backlinks serve as a quality signal to search engines, can increase a website’s brand awareness, and can significantly impact a website’s organic traffic.
- Merove
- Merove User Experience (UX): the overall experience of a person using a website, especially in terms of how easy or pleasing it is to use. UX elements such as design and style, use of color (or lack thereof), and flow of a purchase process, all combine to create either a smooth user experience that funnels visitors through your site… OR they create frustration and confusion which causes visitors to drop off. A positive UX can contribute positively to SEO, but a negative UX can negatively impact SEO.
- Merove Clear site structure & navigation. Important organic landing pages should not be more than 2 clicks from the homepage. Fast site speed, ideally with a page load time of 5 seconds or less. Important content should be above the “fold.” Many users won’t scroll down on a page if they aren’t immediately engaged. Calls to action (CTAs) should be present on most pages and easy to find.
- Brittni
- Brittni
- Brittni Topics should be: Relevant to the category or keywords we would like to increase in rank or visibility Popular enough to garner traffic, but not too competitive (“long-tail queries” [3+ keywords] are perfect – avoid choosing topics that are too broad) Helpful to users once they land on the website Potential for CTAs (Calls to Action) Potential for link-bait (get people to link to your page because it’s great content!)
- Merove
- Merove Insert screen shot of suggested results from Amazon as well
- Merove Google Keyword Planner recently began grouping search volumes for related terms together. We believe this is yet another signal that it’s all about content, context & user intent – not specific words. Note: search ranking vs. search visibility
- Merove How we use these diff. tools together
- Merove Select “Long Tail”
- Merove Select “Long Tail”
- Merove Insert screenshot of SERP Understand your audience and their pain points, then address them with your on-page copy, meta titles, meta descriptions, image alt tags, H1 tags, etc. Commit to consistently developing quality content that your users will find relevant and interesting once they get to your site. Develop brand affinity and loyalty via a blog. Post to it regularly. Optimize internal links - Make sure your internal links flow in a natural way.
- Merove Social Media Share blog posts and other valuable content via social media, and encourage user engagement on your blog and social media channels. External Links Quality content on quality third-party sites. Build authoritative links – combat negative impacts of negative links by gaining positive ones – those that highly relevant from site that have higher domain authority than your own site.
- Merove Positioning a brand as an authority and incr. brand awareness Google is increasing the number of queries that receive a Google Quick Answer box. The number of results that had an answer box went from just over 20% in December 2014 to more than 30% in May 2016.*
- Merove DOUBLE CHECK THIS… Create quality, well-structured content that benefits your visitors Use buyer personas to ensure your content suits your customer’s needs Keep user experience in mind Implement SEO best practices to rank higher Type of content that’s best: Provide a how-to list
- Brittni “Publish and Pray” doesn’t work- you need expand your content past your own website We recommend utilizing owned, earned, and paid media to bring traffic back to your site Anything you can do to bring more quality eyeballs to your site will benefit your both your content marketing & SEO strategies
- Brittni
- Brittni Avoid writing for search engines instead of people Use personas to understand the needs, challenges and wants of your customers Align those personas with different stages of the lifecycle or buyer journey and create content for all stages of each persona’s journey with your brand
- Merove "Keyword stuffing" refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site's ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose).
- Merove Buying links from link farms Showing different content to the search engines compared to what is shown to users Injecting hidden links into a website that isn’t owned by the link builder by exploiting a security flaw These and other types of black-hat link building tactics are problematic because they don’t count as genuine endorsements.
- Merove Buying or selling links that pass PageRank or “link juice.” This includes exchanging money for links, or posts that contain links; exchanging goods or services for links. This does not include paid ads like Google AdWords, content syndication through tools like OutBrain or affiliate marketing links.
- Merove
- Merove Frequent testing of different types of content and analyzing key performance indicators (KPIs) to assess where your storytelling has and has not been successful so that you can adjust your content planning & development accordingly.
- Merove Reach – sessions, geography, devices Engagement – time spent, bounce rate Sentiment – comments, social sharing Conversions – how often do readers turn into leads (email subscribers, event registrants, customers, etc.) Qualitative metrics as well - once highly ranked, offers additional opportunities for exposure
- Merove