![Page 1: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/1.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Secrets of MeasuringContent Success
The Why and How of Optimizing Your Content for the Web
![Page 2: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/2.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Digital Marketing Consultant & TrainerPresident - Dallas Search Engine Academy
@BethKahlich
Beth Kahlich
![Page 3: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/3.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Agenda
• How Content is Seen by the Search Engines
• Building Authority for Your Brand
![Page 4: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/4.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
How Content is Seen by the Search Engines
Search Engine Optimization – “SEO”
![Page 5: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/5.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Search Engines
• Looking at all the information on the web• Categorizing it• Providing the best answers to people when
they search
![Page 6: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/6.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Pay Per ClickGoogle AdWords
Relevant Images
SEOOrganic Search Results
Video
![Page 7: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/7.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Organic Search Algorithm • The “recipe” used by the search engines to
determine the relevancy of web content – and match it to the searcher’s intent when they are entering a search query
![Page 8: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/8.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Web Presence Needs the Ingredients
Words On-Page Optimization Links Quality
![Page 9: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/9.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Words Matter
![Page 10: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/10.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Write for People First
• When you write something – think about it from the perspective of a web searcher
• Google is getting smarter and smarter – think FIRST about writing for the human reader
![Page 11: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/11.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
• Huge creative component– think about how your ideal
customer looks for your business
– what questions do customers ask
– very, very specific topics related to your business
– NOT Just the “big” terms
Start with Topic ResearchAKA Keyword Research
Topics vs KeywordsFuture of SEO
![Page 12: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/12.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Content on Your Website Matters
• Have very specific information on individual pages of your site– FAQ– Services– Blog Posts/Articles
• Do not put text in images!
![Page 13: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/13.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Be Very SpecificThe Dreaded “Services Page”
One page that lists all your services
Have additional pages that focus on each specific service that you offeror each specific product
![Page 14: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/14.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
On Page Optimization
![Page 15: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/15.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
On Page Optimization
• Make sure that the search engines can quickly tell what your page is about!
• Make it super easy for them to read– example: no text imbedded in images
• Some of these are visible to the human reader, some of them are in the code of the website (HTML)
![Page 16: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/16.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Tweak Your Content for Search Engines
• AFTER you’ve written your content for your ideal audience
• You can take it a step further!• Go back and tweak the content• Did you mention your keyword
or topic in important areas ofthe web page, article or blog post?
![Page 17: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/17.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Example of Some On Page Optimization Using WordPress
How Your Site Shows In Google
![Page 18: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/18.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Example
![Page 19: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/19.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Links Matter!
![Page 20: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/20.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Website AHome Page
Page 2
Page 3
Website BHome Page
Page 1 Page 3
Page 2Page 1
External LinksInternal Links
Internal Links and External Links
![Page 21: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/21.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Internal Links Matter
• Links within your own website are important
• Link from your blog posts to other related pages/articles
![Page 22: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/22.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Internal LinkingLink Articles/Blog Posts to Main Content
![Page 23: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/23.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Blog post links to this main page of site
![Page 24: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/24.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
External Links Matter• Links from other websites to your website
“can” help with your ranking
• Penguin Update to AlgorithmPenalizes sites with “bad” links
People were PURCHASING linksGoogle said - NO
![Page 25: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/25.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Link Building Today
• Goal is to encourage quality links
• Quantity is less important that quality, but together they have the biggest impact
• Goal – create great, sharable information on your site that people NATURALLY want to share
• Reality – Getting external links is hard workvery competitive market…
![Page 26: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/26.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality of Your Website Presence
![Page 27: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/27.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality in Google’s Eyes
• Sites with lots of fresh new content• Sites with growing numbers of links• Quality User Experience – Google sees who
people interact with your site• Quality Content – that’s useful that people
want to share
![Page 28: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/28.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Lots of Fresh New Content
• Web Pages• Articles• Blog Posts• Videos• FAQs• Social Media
Posts and Interactions
include these in a Content Plan
![Page 29: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/29.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality User Experience
courtesy ofwww.WebPagesThatSuck.com
![Page 30: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/30.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Before
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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
After
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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality Content People Want to Share
![Page 33: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/33.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Better Example
![Page 34: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/34.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Ingredients for Good SEO
Words On-Page OptimizationLinks Quality
these are being refined all the time
have good content supported by theingredients!
![Page 35: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/35.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Building Authority for Your Brand With the Search Engines
A Deeper Dive
![Page 36: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/36.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Google Wants Clarity & Authority• Quality and Simplicity => Clarity on Topics
• Depth of information => Authority on Topics
![Page 37: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/37.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Broad Content• Upper Level Content
– more broad– simple language– bullets, white space, some photos (visually appealing)
• Explains clearly what you do
clarity on topics
![Page 38: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/38.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Specific, Authoritative Content
• More in-depth information• Focused on answering questions and being a
resource for your ideal client
![Page 39: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/39.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Shows Authority
![Page 40: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/40.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Make Content Travel Beyond
• Social Media• Mentions on other authoritative sites
• Client makes final decision to do businessoff your site not on your site
Savvy Consumer – does their research
![Page 41: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/41.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Measuring Results
• Web site reports are important• Look at factors that will eventually lead to
qualified leads– Website traffic– Engagement– Visits to key pages
![Page 42: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/42.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Look at Social Media Engagement
Did you know you can see this information on the Facebook Pages You Manage?
![Page 43: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/43.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Career Opportunities forContent Marketers
• If you are good at writing content to appeal to your client’s specific target market – there are lots of employment opportunities– Digital Marketing Firms know
that content is king and they are looking for good writers!
![Page 44: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/44.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
www.DFWSEM.org
![Page 45: Secrets of Content Success - The How and Why of SEO Optimization](https://reader036.vdocuments.mx/reader036/viewer/2022081521/58804d0f1a28ab22088b4fff/html5/thumbnails/45.jpg)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Digital Marketing Consultant & TrainerPresident - Search Engine Academy Texas
SearchEngineAcademyTexas.com
@BethKahlich
Beth Kahlich