3. What is SEO and why is it important?
How to create a content calendar for
Google’s algorithm.
Basic keyword research for your content.
Best practices for formatting a blog post,
including URL structure, meta tags,
headlines, alt tags for images, and more.
What we’ll cover
4.
5. What is SEO?
SEO is focused on growing organic (non-paid) search engine
results. This encompasses technical and creative elements
that are designed to improve rankings and increase
awareness in search engines (i.e. Google, Bing, Yahoo, etc.).
7. Relevance.
Search engines are looking for indicators that a searcher
found what they were looking for (i.e. did they stay on the
page, did they read anything, did they click on any links,
etc.) There are hundreds of factors that influence relevance
and thus ranking.
8. Local search ranking factors (by rank).
(Moz)
Link Signals
(Inbound anchor text,
linking domain authority,
linking domain quantity,
etc.) 27.94%
On-Page Signals
(Presence of NAP,
keywords in titles,
domain authority, etc.)
26.03%
Behavioral
Signals
(Click-through
rate, time on
page, etc.)
11.5%
Google My
Business
(Keywords in
business, description
etc.) 8.85%
Citations
(NAP consistency,
citation volume,
etc.) 8.41%
Personalization
7.32%
Reviews
(Quantity,
velocity, etc.)
6.47%
Social
3.47%
9. COMING SOON: Google’s
Mobile Experience Update
As of March 2021 all websites will be
indexed mobile-first and will be ranked
based on mobile engagement metrics.
● How fast does your website load on
a mobile device?
● How much time is a user spending
on a page?
● Are users clicking through to read
more?
In short: Are you creating content people want to read?
And making it easy for them to read it?
10.
11. Educational
SEO
Seasonal &
Inspirational
3 primary content
types for a blog
This is content your current and potential
readers need to know about you and your
organization. This can include:
▪ Information about your organization
and its mission
▪ Information about you and your
experience
▪ News, advocacy, and political
information
▪ Reviews about products, apps, and
websites
This is content that will help you stay
relevant and top of mind throughout
the year. This can include:
▪ Seasonal advice
▪ A day in the life
▪ Holidays and traditions
▪ Inspirational quotes
▪ Sweepstakes
This is content your readers are
searching for. This is usually
targeted toward potential or new
readers and keyword focused.
This content can include:
▪ How to’s
▪ Tips
▪ Lists
▪ Answers to questions
14. Tips for basic
keyword research
1. You can either start with a content idea and optimize with keyword research
OR allow your keyword research to define your topics.
2. When conducting keyword research try to be a niche as possible. We want to
create as much relevance on a topic as possible, so being niche helps us
hone in.
3. Each post should have different keywords you’re targeting. We want specific
posts to rank for specific keywords. Not every posts should rank for
everything.
4. Consider the competition of the keyword. Are other sites with more credibility
already ranking for that keyword?
5. Start with low search volume, long tail keywords, with lower competition.
15.
16. https://therosedigital.com/2020/06/19/google-my-business-tips/
How to structure
a blog post
1. Optimized headline with keywords.
2. You need an H1, which is always going to be the title of
your blog.
3. Use H2s and H3s where applicable to create a hierarchy of
content. These headlines help Google determine what parts
of the post are most important.
4. Alt tags on all images with keywords to create relevancy. Alt
tags serve two purposes: 1. They help you rank in image
search and 2. They’re necessary for ADA website
compliance.
5. Link to internal and external sources to show credibility.
6. Optimized url slug. Your url should be optimized to create
relevancy.
7. Meta description. Your meta description is the description
that shows up in search results and should include
keywords as well to create relevancy.
Example blog post from therosedigital.com.
18. SEO resources
Moz - keyword research (free for 10 searches per month)
SEMRush - keyword research and competitor information
(will give you top 10 keywords for free)
Google Search Console - track your site’s organic growth
(free)
Content Calendar and Blog Checklist - make a copy for
yourself to use
