build the content engine that drives your seo
TRANSCRIPT
Build The Content Engine That Drives Your SEOEllen Gomes, Content Marketing Manager@egomes1019
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About Me• Content Marketing Manager at Marketo• Fun Fact: I have a semi-famous dog.
@pudge_the_corgi• I’m hip, I’m cool, I’m on twitter:
@egomes1019
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Today’s Agenda• The challenge marketers face• The role of SEO & Content• Creating content that fuels SEO success• Understanding the impact of your content activities on
SEO
The Challenge
Break Through2900
Marketing & Sales
Messages Per Day
@egomes1019
Engage People
66% to 90% of a Buyer’s Journey Today is Self-Directed
The Role of SEO & Content
A Digital Symbiotic Relationship
@egomes1019
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SEO
Higher traffic to
the website
More frequently
shown in search
Higher ranked webpage or
website
Makes sure you are “found”
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SEO (Search Engine Optimization)
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SEO (Search Engine Optimization)
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Define Your KeywordsThink about:• Search Volume• ROI• Relevance• Branding• Trending Usage• Ranking difficulty
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Identify Your PrioritiesIdentify which keywords will make the biggest impact for your business.
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ContentMakes being “found” easier and more engaging
People engage and stay on site
More frequently shown in search
Higher ranked webpage or
website
Higher traffic to the website
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Content To Fuel Your SEO
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Everyone Is Doing It
B2B marketers B2C marketers
(WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING)
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But Is It Strategic?Does your content creation process consider SEO priorities and goals? How can you ensure that it does?
Content
request brief submitted by
subject
matter expert
Content
Team brief
review
Approve or
add to wish list
Add to conte
nt plan
Committee
approval
Add content to
editorial
calendar
Start production
Marketo Content Request Process
Consideration of asset alignment with business goals (including SEO)
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Create A Collaborative TeamContent and SEO teams, if separate, need to create a collaborate process with a seamless, steady flow of information.
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Tips For Creating SEO-worthy ContentMake it:• Valuable• Engaging• Fresh• Relevant for
humans
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Incorporate SEO Into All Your Content
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Create A Content Calendar
Build SEO into your content plans—from large assets to blogs and social media.
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Fresh Doesn’t Have To Mean NewSometimes you need to create new content, but not always.
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Guides
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Ebooks
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Infographics
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Blogs
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Think Green, EvergreenEvergreen content stands the test of time. Here are 3 tips to creating content that lasts:1. Don’t use terms that date it, or statistics that won’t age
well. 2. Make sure it’s applicable beyond a specific point in
time. 3. Create content about a topic that your audience cares
about now and will continue to care about.
Understand Your Impact
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Track Your Traffic
Before After
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Understand What Drives Traffic
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Build Content Benchmarks
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Replicate Your SuccessesIdentify topics, assets, blog posts etc. that generated high inbound traffic and replicate or update it.
Build A Content Engine That Drives SEOTakeaways:1. In a noisy environment, content and SEO are partners
to drive awareness and traffic to your site, and then keep people there.
2. SEO should be considered for every piece of content you create.
3. Building benchmarks and understanding your progress is the key to SEO and content success
