Profesyonel SEO İçerik - Aleyda Solis - SEOzone 2014 Sunumu

Maximizing Your Content for Seo Success & Love

#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

Speaker

Blogger Sharer@aleyda +aleydasolis

Hello Istanbul! My name is Aleyda Solis

Seo


Let’s talk about Content for Seo Today


Making it “keyword” relevant is not enough


There are more characteristics to be fulfilled


To maximize your content Seo performance


It shall be bot-friendly


Panda Proof


Rank & attract your audience attention


Educate about your offering


Communicate your news


Help you sell your products or services


Provide a great experience


Which will get your audience endorsement.


In a continous & scalable process


Raise your hand if you follow all this!


We have a challenge


But we can improve to achieve these goals


Start by asking the following questions


Who are & How my audience search?


Go beyond “keyword relevance & search volume”

CONTENT FORMAT

SCENARIOS PERSONAS

USED DEVICES

INTENT

TOPICS


Identify terms, phrases, modifiers, variants

http://keywordtool.io/


http://keywordtool.io/

Expand your ideas thanks to your competitors

http://semrush.com/


http://semrush.com/

See which vertical & format provides more traffic

http://similarweb.com


http://similarweb.com

Identify your Web most linked content & topics

http://www.google.com/analytics/http://opensiteexplorer.org


http://opensiteexplorer.org

Check your most shared topics, formats & platforms

http://www.google.com/analytics/

http://socialcrawlytics.com


http://socialcrawlytics.com

Search the most shared content in social networks



http://buzzsumo.com

http://buzzsumo.com

Verify the devices used for the relevant queries



Map this with your customer journey


http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

Answer when do they search what and how


+

INFORMATIONAL review

tips guide news

TRANSACTIONAL buy

reserve purchase register

OR

OR

OR

PRODUCTS

BRANDS

TOPICS

Profile your Audience & Identify your Personas

BACKGROUND

CHARACTERISTICS

ACTIVITIES & MOTIVATIONS

CONTEXT SCENARIOS


Check-out these Personas guides

http://moz.com/blog/personas-understanding-the-person-behind-the-visit

http://www.creativity101.com/creating-a-persona-why-and-how/


http://moz.com/blog/personas-understanding-the-person-behind-the-visit

http://www.creativity101.com/creating-a-persona-why-and-how/

Prioritize topics & keywords based on your findings

BEHAVIOR relevance volume

competition seasonality

persona intent

scenario

BUSINESS availability profitability

STATUS content existence

content format rankings traffic

conversions growth


How to connect with my search audience and fulfill their needs while giving the best experience?


http://www.google.com/webmasters/tools/richsnippets

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

By giving your content the best visibility…


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

Which is not just about rankings anymore

http://www.google.com/webmasters/tools/richsnippets#CONTENTFORSEO AT #SEOZONE2014 BY @ALEYDA FROM @ORAINTI

local carrousel

business reviews

maps

But also about optimizing for search features


news

images

answer box

knowledge graph

Our optimization efforts should evolve as Google


Optimize the experience of your content

map topics with web

architecture

identify content type &

format to target each topic

optimize content (pages,

images, videos) for targeted keywords

use structured

markup to give a meaning to your

content

verify that your content is

correctly seen by search engines

make sure your content is correctly shown

in all devices

facilitate your content

share-ability


x

Map the prioritized topics with your web areas

communityproduct category 2

learning center

events

home

product 1a

product 1b

product n1

product n2

category a

category b

blogproduct category 1

product category n


As well as the content type & format


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

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

Avoid internal content duplication issues

www.siteliner.com/


http://www.siteliner.com/

and the lack of targeted relevance


NO YES

Check out these resources to solve it

http://moz.com/blog/parallax-scrolling-websites-and-seo-a-collection-of-solutions-and-examples


http://builtvisible.com/on-infinite-scroll-pushstate/

http://moz.com/blog/parallax-scrolling-websites-and-seo-a-collection-of-solutions-and-examples

http://builtvisible.com/on-infinite-scroll-pushstate/

Make sure each page has an attractive content offer


http://youtu.be/8DNzUWgHtKc



meta description

headings

title

body text

images

url

keywords or topics in

videos

Optimize your content towards their targeted terms

Each page should be considered a landing page


Attractive, with purpose, built to connect & convince


https://blog.kissmetrics.com/landing-page-design-infographic/

http://www.slideshare.net/ScottValentine1/how-to-optimize-landing-pages-for-conversions


http://www.slideshare.net/ScottValentine1/how-to-optimize-landing-pages-for-conversions

When optimizing, think on your personas


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

Don’t forget to optimize your images


surrounding text

alt description

file name

optimize with the targeted terms

structured markup

And your videos too!


title

file name

optimize with the targeted terms

caption or surrounding text

structured markup

Test how your content is delivered for all devices


https://developers.google.com/speed/pagespeed/insights/

https://developer.chrome.com/devtools/docs/device-mode

https://www.google.com/webmasters/tools/

https://developer.chrome.com/devtools/docs/device-mode

Making sure each target their users characteristics


Give your content a meaning with structured data

support.google.com/webmasters/answer/99170?hl=en


https://support.google.com/webmasters/answer/99170?hl=en

Which in some cases will give extra-visibility too


www.google.com/webmasters/tools/richsnippetstools.seochat.com/category/schema-generators

Use generators & testers for the implementation


http://www.google.com/webmasters/tools/richsnippets

http://tools.seochat.com/category/schema-generators

Facilitate your content shareability with buttons


And mark your content for social sharing


Maximize your visibility in social networks with them


You can verify them with their own validators

https://developers.facebook.com/tools/debug/ https://cards-dev.twitter.com/validator


https://developers.facebook.com/tools/debug/

https://cards-dev.twitter.com/validator

Always enable ways to distribute your content

www.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/


http://www.siegemedia.com/embed-code-generator

http://philnottingham.com/tools/video-embed-link-generator/

Ugh! But this is so much work


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

But now you’ll have an optimized page!


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


It’s about being consistent & multidisciplinary

And what happens when I run out of content ideas?



It’s about being (again) consistent & creative

target trends, news & updates your

research

reformat & repurpose successful content

curate existing content

for hot topics

have an editorial

calendar & schedule

make use of user generated

content


Keep updated with Content & Keywords Alerts

buzzsumo.com

http://buzzsumo.com

Like they have done!







Your content deserves visibility! Let’s give it that.

Thanks Seozone! Do you have questions?


https://www.flickr.com/photos/isherwoodchris/7322132364/

https://www.flickr.com/photos/guinavere/6226636645/

https://www.flickr.com/photos/kalexanderson/6231391820/


https://www.flickr.com/photos/activars/5923479525/


https://www.flickr.com/photos/mac_filko/8256455440/


https://www.flickr.com/photos/23950335@N07/5513197198/

https://www.flickr.com/photos/bobsfever/6747750655/

https://www.flickr.com/photos/east_mountain/10351490185/

https://www.flickr.com/photos/icedsoul/2699731884/


https://www.flickr.com/photos/empirestripesback/10331615303/



https://www.flickr.com/photos/pedrovezini/5853054073/


Images under Creative Commons

https://www.flickr.com/photos/isherwoodchris/7322132364/

https://www.flickr.com/photos/guinavere/6226636645/





https://www.flickr.com/photos/mac_filko/8256455440/


https://www.flickr.com/photos/23950335@N07/5513197198/

https://www.flickr.com/photos/bobsfever/6747750655/

https://www.flickr.com/photos/east_mountain/10351490185/

https://www.flickr.com/photos/icedsoul/2699731884/





https://www.flickr.com/photos/pedrovezini/5853054073/

Profesyonel SEO İçerik - Aleyda Solis - SEOzone 2014 Sunumu

Marketing