the relationship between seo & content
TRANSCRIPT
The Relationship Between SEO & ContentJennifer Lind, Content Marketing Strategist
March 16, 2016
First, a test!
The Raspberry Pi:
A low cost, credit-card sized computer that plugs into a computer monitor or TV, and uses a standard keyboard and mouse.
It is a capable little device that enables people of all ages to explore computing, and to learn how to program in languages like Scratch and Python.
It’s capable of doing everything you’d expect a desktop computer to do, from browsing the internet and playing high-definition video, to making spreadsheets, word-processing, and playing games.
Which page can be found on Google’s Page 1?
Search term:raspberry pi uses
This is a Press Release that appeared on UC San Diego News Center: http://ucsdnews.ucsd.edu/pressrelease/sdsc_uses_meteor_raspberry_pi_cluster_to_teach_parallel_computing
Which page can be found on Google’s Page 1?
Search term:raspberry pi uses
This is a slideshow article that appeared on Network World:http://www.networkworld.com/article/2290609/computers/153240-20-cool-things-you-can-do-with-a-Raspberry-Pi.html
Which page can be found on Google’s Page 1?
Search term:raspberry pi uses
This is an event recap that appeared on O’Reilly Community:http://www.oreilly.com/pub/e/2922
#76#107 #7 Winner!
…but why?
BackgroundOr why I’m talking today…
Why is SEO important to
me?
A little bit about me.
Experience APPLYING SEO to Content
BA from ISU in English Rhetoric & Professional Communication
TMP Directional Marketing: AM for Local Search Agency
Andersen Windows: Web team of 1. Led content dev for Andersenwindows.com, Stormdoors.com SEO switcheroo
Imation: Digital Content Strategist and CMS Admin on large cross-functional team responsible for marketing-led sales.
https://storagetopia.imation.com
Primary goal= audience experience
You ask:
What is my central idea?
Who am I writing for?
How can I get my message across?
Does it have a call to action or describe the benefits of following the advice given?
Search engines ask:
What is the primary topic?
Does this page match the search intent?
Did the content answer the reader’s question?
Will the reader want to visit the site again?
Writing Purpose vs. SEO Purpose
Identifying search intent
Writing Purpose vs. SEO Purpose
Scientific approach:
Predictive modeling: a process to create a statistical model of future behavior.
Semantic search: a data technique in which a search query aims to not only find keywords, but to determine the intent and contextual meaning of the words a person is using for search.
To Disambiguate a term is to clearly differentiate its different meanings, that is to say, find the different contexts in which it can be used.
References: https://www.searchenginejournal.com/seo-101-semantic-search-care/119760/https://www.google.com/insidesearch/howsearchworks/algorithms.html
Aspects of search:
• Autocomplete: predicts what you might be searching for and understands terms with more than one meaning.
• Query understanding: gets to the deeper meaning of the words you type.• Spelling: identifies and corrects possible spelling errors and provides alternatives.• Synonyms: recognizes words with similar meanings.• Universal search: blends content types and personal content into a single unified
search result.• User context: provides results based on geographic region and web history.
Identifying search intent
Examples
Identifying search intent
Writing Purpose vs. SEO Purpose
Informational Commercial Investigation
Transactional
• Non-transactional• Quick answers• Learn information on a
topic
• Discovering options for future purchases
• Find a local business• Make a purchase online• Complete a task
“how to learn programming”
“raspberry pi projects” “raspberry pi prices”
“raspberry pi kits with screens”
Tie search intent to content priorities
Awareness of a Problem
Considering a Purchase
Final Purchase Decision
Questions How do I teach my daughterprogramming?
What projects can I do with a raspberry pi?
Where can I buy a raspberry pi?
Who has the cheapest raspberry pi?
Content Types • Checklists• Infographics• Educational
Content• FAQs• Opinion/commen
tary
• Customer stories• How tos• Lists• Interviews• Q&A
• Reviews, testimonials
• Comparisons• Purchasing
guides• Calculators
SEO Ranking Factors<content-specific>
• https://moz.com/search-ranking-factors
• http://backlinko.com/search-engine-ranking
#1: Topically relevant
UC San Diego: 8 results for raspberry pi
Network World: 317 results for raspberry pi
The site covered a topic in-depth.
Influence: 7.87/10
#2: Content length, media usageLonger content ranks. Avg. 1st page result = 1,890 words. The presence of even one image improves rankings significantly.
Influence: 6.57/10
#3: Page-level social metricsQuantity and quality of tweeted links, Facebook shares, Pinterest links, etc. to the page
Influence: 3.98/10
#4: SEO terms found in page structureKeyword terms used in scannableelements (8 second rule)
Influence: 7.87/10
#4: SEO terms found in page structureKeyword terms used in scannableelements (8 second rule)
Influence: 7.87/10
“8 second rule”
#4: SEO terms found in page structureKeyword terms used in scannableelements (8 second rule)
Influence: 7.87/10
“8 second rule”
Writing for SEO
In writing structure, the biggest factors are scannable elements:
Headings
Bulleted text
Italics
Images
1. You can improve SEO optimization and readability by adding scannable elements.
Reference: http://contentmarketinginstitute.com/2016/01/improve-page-ranking-keyword/https://moz.com/learn/seo/on-page-factors
Writing for SEO2. Think about the content gap and moving the audience through their journey.
“Communicate that the business has a broad view of the problem at hand and deep insights into how to solve it”- Terms related to the competitive landscape- Terms with semantic relation- Terms that indicate community membership (speak their language)Reference:
http://contentmarketinginstitute.com/2016/03/future-content-rankings/
Informational Commercial Investigation
Transactional
• Non-transactional• Quick answers• Learn information on a
topic
• Discovering options for future purchases
• Find a local business• Make a purchase online• Complete a task
“how to learn programming”
“raspberry pi projects” “raspberry pi prices”
“raspberry pi kits with screens”
SEO ToolsTo identify opportunities and track results.
Tool: Human BrainInterpretation of data.
Uses:
• Connecting dots
• Making sense of it all
(in-site)
Tool: On-Boarding DocWho are you and what do you have to say? Why would people listen?
Uses:
• Helps determine business’ unique area of expertise (core content)
• Helps define audience’s potential needs
DRAFT
Tool: Google Keyword PlannerFind keyword ideas and view monthly traffic volume.
Uses:
• Prioritize keyword opportunities
• Topic generation
Tool: SpyfuLook at client’s competitive landscape, SEO value, and keyword rankings.
Uses:
• Analyze results
• Informs focus of keyword research
Tool: Google AnalyticsLearn which pages are currently getting organic traffic.
Uses:
• Traffic by source
• Page-level data
• Reader behavior
Tool: MozTrack rankings, view crawl errors. New tool for related topics.
TakeawaysRemember these things… if nothing else.
SEO & Content
1. Prioritize content uniqueness (and client’s expertise)
2. Blogs are great for Informational searches, which is content often missing from clients’ sites
3. Add structure for search engines and scanners (8 second rule)
4. Answer the reader’s question, but also think about the questions they will have next (content gaps)
5. Keywords matter, but people matter more
What about social?
SEO= audience is searching for an answer to their question.
Social= audience is unintentionally finding information shared by their network.
Good content considers both.
Good content
What about social?
Thank you!
Questions?