Creating Findable Content Harris Schachter @OptimizePr ime #RVAcontentstr ategy
May 10, 2015
Creating Findable Content
Harris Schachter@OptimizePrime #RVAcontentstrategy
Find Out What Your Customers Are Seeking
#RVAcontentstrategy
Copyright © 2010-2013 AMC Network Entertainment LLC
@OptimizePrime
How to find what your prospects seek:•Ask Them•Commonalities among competitors•Customer Service Reps•Salespeople•Your Current Content•Google Instant• Soovle• SEOchat suggest tool
•Q&A Sites
•Keyword Tools• Keyword Planner • Ubersuggest• Mergewords
•Social Media • Social Mention• Google Alerts
• Talkwalker• Radian6• BuzzStream• Fresh Web Explorer
•Google Trends & Insights
#RVAcontentstrategy@OptimizePrime
Organize Customer Needs into Sales Cycle Stages
Awareness
Interest
Decision
Action
#RVAcontentstrategy@OptimizePrime
Cook Up Incredible Content
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#RVAcontentstrategy@OptimizePrime
Ideas for Killer Content:•Re-create outdated content•Content Idea Generator• Content Idea Generator• Portent’s Title Maker
•Re-create successful content, and make it better. • Reverse-Engineer it
•Create an Idea Dashboard•Make Data Interesting•Utilize Evergreen and Seasonal Content•Re-create successful decommissioned content• Backlink tool + Wayback Machine
•Make an editorial calendar•Real Time Content Strategy
#RVAcontentstrategy@OptimizePrime
Tips for Creating Findable Content:•Use the media formats which best suit your product, service, or audience•Use a consistent brand voice•Utilize hierarchical headings (H1 to H6) to organize ideas•Write naturally. Don’t overload the keywords•Use bold and italics for your important points•Make share buttons available (but not annoying)•Check Spelling•Link to other content on your site, and relevant external sources•Utilize meta data when possible•Do a content audit to see what’s working, what’s not, and to glean customer insights
#RVAcontentstrategy@OptimizePrime
Make it Mobile
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#RVAcontentstrategy@OptimizePrime
Mobile Search Success:•Make titles interesting and attention grabbing (i.e. tweetable).•Keep intro paragraphs interesting – most important information at the top.•Ensure fast loading times.•Have a responsive site!• If you have an m dot, ensure you’ve configured it correctly (Next
section)•Don’t use pop ups or overlays.•Use emulators or plugins to simulate mobile phones, tablets, and anything else. • User Agent Switcher
•If your site is locally relevant, include content about that location.• Local SEO:
• Consistent NAPs• Google+ Places listing• Accurate listings in Localeze, Yext, Acxiom, Infogroup
#RVAcontentstrategy@OptimizePrime
The Technical Stuff
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#RVAcontentstrategy@OptimizePrime
Technical Considerations:•Analytics Implementation•Internal Linking Strategies•URL Structure & IA•Meta data•Control the crawl:• Sitemap.xml• Robots.txt• Page level indexation
•Page Load Time•Image Alternate Attributes•Backlink Profiles•Header Response Codes• Redirects• Error Pages
•Duplicate Content• Use ‘site:’ operator• Parameter Handling• Canonical Tags• Keyword Overlap
•Accommodate Mobile Devices• For M Dots: rel=alternate, canonicals
•Social Media Meta Data:• Facebook Open Graph Tags• Twitter Cards• Google+ Markup
#RVAcontentstrategy@OptimizePrime
Make Content Look Good To Outsiders
Copyright © 2010-2013 AMC Network Entertainment LLC
#RVAcontentstrategy@OptimizePrime
Content Presentation on the SERP:•Page Titles• Keep less than 70 characters• Include important keywords to the left• Describe what the user will find on the
page.•Meta Descriptions• Keep less than 160 characters• Include a call to action• Include relevant keywords
•Preview them
•Test Them•Rich Snippets with Structured Data• Author/Publisher• Events• Recipes• Local Businesses• Ratings and Reviews• Articles• Book Reviews• Products• (Data highlighter)
#RVAcontentstrategy@OptimizePrime
Get Links and Shares
Copyright © 2010-2013 AMC Network Entertainment LLC
#RVAcontentstrategy@OptimizePrime
Inspiring Links and Shares•Find broken links and offer your content instead•Do outreach for link building• Email site owners
•Find content curation sites and
resources to link from•Engage with your target audience• Use Followerwonk’s Twitter Bio Search• Use Twitter Search or Fb Graph Search• Respond to comments and promote
discussion•Bag it, Tag it•Optimize for Social Media•Leverage Your Connections & Networks
• Business partners• Affiliates• Franchisees
•Identify influencers• Klout Score• Followerwonk’s Social Influence
Score• Curate Content
• Use the 4-1-1 rule• Have awesome content
#RVAcontentstrategy@OptimizePrime
Relax. Then Plan for the Future
Copyright © 2010-2013 AMC Network Entertainment LLC
#RVAcontentstrategy@OptimizePrime
The Future of Findability:Semantic Search
• Search Engine -> Answer Engine– Knowledge Graph
• Brand Equity = Content Creation & Social Interaction
• Trust• Reputation• Authority
• Structured Data• Entity Extraction
• Content is the currency of the web.
– Use a consistent brand voice across all channels
– Convey brand values through your content
– Use any and all means of content delivery
– Create content with real value in a variety of contexts
– Connect all the pieces with Google+
– Keep a steady flow of fresh content
#RVAcontentstrategy@OptimizePrime
Thank you