seo for content: better together #amaveseo

#contentandseo at @AMA_Marketing by @aleyda

SEO & Content: Better Together


I SPEAK

I DO SEO

ORAINTI.COM

I WRITE

I’M ALEYDA SOLIS

@ALEYDA

I SHARE

Hello!


http://ORAINTI.COM

http://@ALEYDA


SEO & Content?


#contentandseo at @AMA_Marketing by @aleyda#contentandseo at @AMA_Marketing by @aleyda

COPYWRITER

Don’t tell me how to write my content…


SEO

I only wanted you to use some keywords!


Only if you see SEO like this!


It’s time to take the red pill


SEO is not spam, it’s a discipline that will help content to achieve your business goals…


Communicate your news


Sell your products or services


Provide relevant support


Establish your brand as an authority


Grow your community


By connecting your Website content & offering to your search audience


Improving your content relevance & popularity

RELEVANCE

POPULARITY

#contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti#contentandseo at @AMA_Marketing by @aleyda

Although is not only about positions anymore… but visibility

http://moz.com/blog/google-organic-click-through-rates-in-2014

http://moz.com/blog/google-organic-click-through-rates-in-2014


& making the most out of Google’s search functionalities to maximize it


Let’s see how SEO can help content… and viceversa!


By helping to establish your audience needs that will allow you to identify content opportunities

1


What are your potential search visitors looking for that you’re still not answering?



A keyword research -which is really a user search behavior analysis- will allow you to identify it

USED TERMS IN THE INDUSTRY SUGGESTIONS

COMPETITORS TERMS

CURRENTLY RANKED TERMS

FOR CONTENT

YOUR TERMS, TOPICS

& CONTENT TARGET

BUSINES GOALS, VOLUME &

PROFITABILITY

CURRENT VISIBILITY & CONTENT EXISTENCE

SEARCH VOLUME,

SEASONALITY AND COMPETITION

RELEVANCE & INTENT


Which is your current best performing content?

GOOGLE ANALYTICS


and your most shared & linked content?

BUZZSUMO & COGNITIVE

SEO


Which terms have been used to search for them?

URL PROFILER + GOOGLE SEARCH

CONSOLE


Now you have your best performing current terms & topics


Expand this list with the terms & topics providing more visibility & traffic to your competitors

SEMrush, Sistrix &

SimilarWeb


And by identifying relevant related terms with additional queries permutations

RankTank Infinite Google Suggest


Filter & segment looking for modifiers matching your customer journey & established personas

+

informational review tips

guide news

transactional buy

reserve purchase register

or

products

brands

topics

or

or


For the ones selected: verify their search volume, seasonality, trend & rank difficulty

KWtool


Prioritize the ones with positive metrics and generate content ideas to answer them

Huballin


Now you have a list with topic opportunities with matching ideas that will connect with your audience


How can SEO help to develop this content so it attracts maximum visibility & conversions?

2


By allowing you to optimize your content to be findable & friendly towards your search users

MAPPING THE TERMS & TOPICS WITH YOUR

WEB AREAS

IDENTIFYING THE FORMAT & TYPE TO TARGET EACH TOPIC

OPTIMIZE THE RELEVANCE

OF YOUR CONTENT (TEXT, IMAGES, VIDEOS) TO THE

TARGETED TERMS

USE STRUCTURED MARKUP TO GIVE

CONTENT MEANING & MORE VISIBILITY

VALIDATING YOUR CONTENT IS INDEXABLE

MAKING SURE YOUR CONTENT IS

SEEN IN ALL DEVICES

FACILITATING YOUR CONTENT

SHAREABILITY

ACHIEVING MORE VISIBILITY


Start by mapping your identified potential terms & topics ideas with your Website areas

x

communi

ty

product

category

2

learning

centerevents

home

product

1a

product

1b

product

n1

product

n2

category a

categoRy b

blogproduct

category

1

product

category

n

#contentandseo at @AMA_Marketing by @aleyda#seoforcontent AT #confabEU BY @aleyda FROM @orainti

as well as with your current content formats & types

x

communi

ty

product

category

2

learning

centerevents

home

product

1a

product

1b

product

n1

product

n2

category a

categoRy b

blogproduct

category

1

product

category

n

www.distilled.net/blog/the-content-matrix/


https://www.distilled.net/blog/the-content-matrix/


You should avoid the lack of relevance for them, each topic should be targeted with a piece of content

BAD GOOD


And verify which format & characteristics will be better to connect with your audience preferences

Buzzsumo Content Analysis


If there’s an issue for search engines to identify it


Check this always by validating the Google Cached version and with the Fetch as Googlebot option

Google Search Console


There are always ways to implement it while following accessibility & indexability best practices

http://googlewebmastercentral.blogspot.com.es/2014/02/infinite-scroll-search-friendly.html

http://googlewebmastercentral.blogspot.com.es/2014/02/infinite-scroll-search-friendly.html


Create the content to really answer the queries that you want to rank for, including relevant terms


Feature these in the key areas of your pages

Meta description

Headings

Title

Body text

Images

URL

Terms or topics in

Videos


Make the most out of titles, descriptions & URLs

title

good poor

meta description

url

fair

Begin with targeted term ~ 55 characters for desktop & ~ 60 for mobile

descriptive and attractive expanding title, inviting users to click ~150 characters for desktop & ~115 characters for mobile

short & descriptive

targeted terms in url


Images

surrounding text

alt description

file name

optimize with the targeted terms

structured markup


& videos

title

file name

optimize with the targeted terms

caption or surrounding text

structured markup


Be mindful if you require registration, it’s important to balance your approach


Validate your content accessibility from all type of devices

http://www.slideshare.net/aleydasolis/how-to-perform-a-mobile-web-app-seo-audit-key-criteria-validations-tools

http://www.slideshare.net/aleydasolis/how-to-perform-a-mobile-web-app-seo-audit-key-criteria-validations-tools


It can be a sad way to not give the best experience to your users…


…and lose traffic too!


Specify your content meaning so Google can “understand” it and give you additional visibility



With structured markup


PRODUCTS, RECIPES, REVIEWS, EVENTS, APPS, VIDEOS, ORGANIZATIONS


Like in this case



& not only for Rich Snippets but for the knowledge graph too


https://developers.google.com/structured-data/customize/overview

https://www.serpwoo.com/


You can easily validate & verify its implementation with Google tools


https://developers.google.com/structured-data/testing-tool/

https://developers.google.com/structured-data/testing-tool/


To be a step closer to have the perfectly optimized page.. one that is meant to be shared & help convert

moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization


http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization


Use SEO crawlers to identify problems with your content: indexability, duplication, mobile accessibility, relevance, etc.

OnPage.org & screaming frog

http://onpage.org


With all this great work you should see results! How to track them?

3


From Links, mentions & Shares

buzzsumo & cognitiveseo


To keywords & content visibility vs. competitors

serpwoo & wincher


To organic search traffic & conversions!

seomonitor


… to enjoy of your content organic search traffic growth


Because Content + SEO = Better Together


Thanks! Do you have any questions?