The document discusses search engine optimization strategies for 2012 and beyond. It covers SEO fundamentals like how search engines work and what they look for in websites. It then discusses crafting a content strategy, including analyzing current content, identifying keywords, brainstorming new content types, and creating an editorial calendar. The document concludes by looking at some emerging trends for 2012, such as the growing importance of local search, social signals from Google+, and mobile optimization.

1. SEO Driven Content
Strategy for 2012 &
Beyond
Caitlin Kaluza
Communications Manager
Schipul – The Web Marketing Company
@qcait | slideshare.net/qcait
Photo Credit: flickr.com/photos/53196512@N07/5299700424

2. About Caitlin

3. About Schipul

4. What We’ll Cover
• Search Engine Marketing Fundamentals
• Crafting your Content Strategy for SEO
• What’s Next for 2012
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

5. SEARCH ENGINE MARKETING
BASICS
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

6. How Does a Search Engine Work?
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

7. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

8. Search Engines
Are Deaf & Blind
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

9. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

10. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

11. Search Engine Relationships
http://bruceclay.com/serc.htm
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

13. What Do Search Engines Look For?
• Readable Text
• Fresh, unique content
• Good site architecture
• Unique meta info
• Relevant inbound
links
http://bruceclay.com/seo-hierarchy-of-needs.htm
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

14. Content is King
Photo credit: flickr.com/photos/8749778@N06/5867410093 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

15. CRAFTING AN SEO
CONTENT STRATEGY
Photo Credit: flickr.com/photos/17237319@N00/291216103/

16. How is Your Content Doing Now?
Keyword Density Analyzer Report
schipul.com/sem-tools
You should see
your brand
name, your top
keyword
phrase, & your
geography
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

17. What Words Should you Focus On?
Make a list of top
keywords
Use Google
keyword tool to
analyze
competition vs.
demand
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

18. Photo Credit: flickr.com/photos/28581290@N08/5819937337
BRAINSTORM
CONTENT

19. What is the Goal of Your Website?
• Nurture current customers
• Educate potential customers
• Show off your expertise
• Recruit new talent
• Recruit volunteers
• Sell widgets
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

20. Questions to Ask
• What additional Product/Service Details can we
provide?
• What checklist would help our customers?
• What content would help our sales team?
• What do current customers want to know?
• What do potential customers want to know?
• What services don’t have a lot of detail on the website?
• What location specific content can we add?
• What questions do we get asked often?
• What content can we provide around our target
industries?
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

21. Look at Keyword Data
• List of Keywords
• Other Keywords
that came up
• Top Keywords
for Current
Content
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

22. Types of Content
• Your top blog post
could make a great
video or
whitepaper
• Video can reach
past your site
• 3 Billion videos viewed
• Incorporate on YouTube per day
Photos, Articles, Pr • 38% of Google Search
ess Releases, Blog results include video
Posts, Case • Videos get a 40% Percent
Studies, Slideshare higher CTR in Search
presentations Results
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

23. Think About Link Bait
• Cool Stuff Gets
Link Backs
– Top 10 Ways to…
– Hot Topics/In the
News
– Infographics
– How To/FAQs
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

24. Create an Editorial Calendar
• Consistency is more
important than
Quantity
• Have one person own
it but delegate
• Have a Sharing
Strategy – share on
Facebook, Twitter,
LinkedIn, etc.
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

25. Where to Share
• Google & Bing
Incorporate Social
Signals
• Must be public, i.e.
Twitter, Facebook
Fan Page
• Don’t be afraid to
share twice
– First: Announce new
post
– Second: Pull out
a quote or fact
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

26. Photo Credit: flickr.com/photos/8070463@N03/3429124893
WHAT’S NEXT IN
2012?

27. 2011 - Local
30+% of Searches
have local intent
1. Add Local
Content
2. Claim &
Optimize Local
Listings
schipul.com/help-
files/intro-to-google-
places/
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

28. 2011 - Spam
1. Google Panda
Update
2. Low Quality
Content,
Duplicate
Content Photo credit: flickr.com/photos/wadem/2853301642/
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

29. 2012 - Google +
• Sites that your
friends +1 get
preferred
placement
• Google+
Business Pages
getting preferred
placement in
Search Results
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

30. 2012 – Mobile Stats
• 44% of Americans surf the web on their
phone
• By 2014, Mobile web traffic will surpass PC
traffic
• 50% of Local Searches happen on a phone
• 86% of people on phones are in front of a
TV

31. 2012 - Mobile Optimization
• Mobile Search Results are
Different than PC Results
• Mobile keywords are different
• A Mobile Optimized Site
Matters
• Two Types of Mobile Site:
• Separate Site
• Mobile Stylesheet
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

32. CAITLIN KALUZA
SLIDESHARE.NET/QCAIT
@QCAIT
Photo Credit: flickr.com/photos/44124279284@N01/5870360995