CONTENT EXPANSION AND PROMOTION Website content as powerful as a triple barrel shotgun.
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CONTENT EXPANSION AND PROMOTION
Website content as powerful as a triple barrel shotgun.
3 LAYERS OF CONTENT• Evergreen Pages• Blog Posts• Social Media Posts
2:1 RATIO2 Parts Industry Best Practices
1. On Page SEO2. Blog Posting Strategy
1 Part Shameless Self-Promotion
3. Social Media Content Promotion
All you need is money!
2 MEANS OF ACQUISITIONOrganic SEO• The Long Game
1. On Page SEO2. Content Expansion
Paid Advertising• Immediate Results!
All you need is money
BY THE TIME YOU LEAVE, YOU SHOULD KNOW HOW TO:• EXPAND YOUR WEBSITE CONTENT
• PROMOTE THE HECK OUT OF IT
1ST LAYER: EVERGREEN PAGES AND ON PAGE SEO
Optimize Current Pages and find Content Opportunities
CORE LAYER: EVERGREEN PAGESHuge Questions: • What pages should
you have on your website?
• How should they be organized?
• What should be on each page?!?
THESE QUESTIONS ARE IMPORTANT BECAUSE• Larger, optimized
websites that consistently publish new, engaging content tend to rank better.
• More pages, more keywords, more links = More Traffic.
• Better UX. REI does incredibly well at creating unique pages that match popular long-tail search queries like: “Yosemite national park camping list”. By creating these pages, REI then has a net to catch these searches.
MORE KEYWORDS, MORE RANKING OPPORTUNITIES.• By understanding what
keywords are being used to find your business, you can optimize for those queries.
• KWA Reveals content expansion Opportunities.
BECAUSE IT ALL STARTS WITH A QUERY• Google is a Search
Engine.• Every search begins
with a keyword query.• Your job is to show
Search engines that you are an authority in your industry by generating relevant content.
EACH PAGE SHOULD CORRESPOND TO A SINGLE QUERY THAT HAS SEARCH VOLUME.
HOMEPAGE TITLE TAGThe Title Tag remains the SECOND MOST important element of a web-page in terms of ranking for specific keywords (Other than the actual content itself)Source: https://moz.com/learn/seo/title-tag
WHY IS THE TITLE TAG IMPORTANT?Meet Googlebot: (The Googs)• Crawls the web following
links.• Scans billions of pages a day.• Sends pages to Google Index
where pages are ranked.
ANOTHER WAY TO FIND YOUR TITLE TAG• Right click in an
area of a web page with no links.
• Select “View Page Source”
WEBSITE OUTLINE: SITEMAP. WHEN PLANNING YOUR WEBSITE NAVIGATION, CONSIDER THE USER FIRST. WHAT ARE THEY LOOKING FOR AND WHERE WOULD THEY EXPECT TO FIND IT.
Home Say what you do…
Services/ProductsSingle ServiceSingle ServiceSingle ServiceOPPORTUNITY
Blog:Thought LeadershipTrending topics within your industryEvents/Promotions/SalesBehind the scenes infoCategories!OPPORTUNITY
About UsHistoryFoundersMission Statement
Contact UsOffice Locations
Location 1 (G+ link)Location 2 (G+ link)
Simple Contact FormLess than 5 fields
Common Issues: • Cluttered primary
navigation.• Homepage lacks
description of services to support title tag.
• Minimal service pages.• Infrequent, un-optimized
blog posts.• List of locations rather
than separate location pages with link to Google My Business page.
KNOW WHAT CONTENT YOU HAVE AND HOW IT IS PERFORMING.
CONTENT AUDIT – SEMRUSH
GOOGLE ANALYTICS: YOUR BESTIE
ONCE LOW PERFORMING PAGES ARE IDENTIFIED: OPTIMIZE THEM.• Does the Primary Keyword Phrase in the Title Tag have
search volume?• Is the primary keyword phrase in the Headline?• Does the content fully describe and explain the
purpose of the page?• Are there videos, images, multi-media to create a
better UX?• Is there a Call to Action?
AFTER OPTIMIZING CURRENT CONTENT, EXPAND ON IT.
START WITH THE COMPETITION• Search your primary
keyword phrase.• Click through page 1
results to see what content they have that you do not.
• Make a list of potential pages and content types.
LOOK AT TOP PERFORMING COMPETITOR CONTENT• Use SEMrush to
identify competitor’s top performing content.
• Make a list of potential pages.
2ND LAYER: THE BLOG
BENEFITS OF AN ON-DOMAIN BLOG• Allows for more creative content
generation.• Can act as an entry point for future
customers. • Builds your trust and authority in the
industry. • More keywords, more links, more
traffic.
WHAT SHOULD YOU WRITE ABOUT?• Identify keyword
opportunities from keyword research
• Search trending topics in your industry.
• See what the competition is doing.
KEYWORD OPPORTUNITIES
SEARCH TRENDING TOPICS IN YOUR INDUSTRYOnline tools like Buzzsumo and Google Trends offer a great resource to browse topics related to your industry.
BUZZSUMO RESULTS FOR “SEARCH ENGINE OPTIMIZATION”
GOOGLE TRENDS
ONCE YOU’VE IDENTIFIED TOPICS, PLUG THEM INTO A CONTENT CALENDAR
BUT, WHO’S GOING TO WRITE IT?
3RD LAYER: SOCIAL MEDIA
IMPORTANCE OF SOCIAL MEDIA CHANNELS• Audiences are highly
engaged.• Creates opportunities to
build brand awareness. • Allows you to stay top-
of-mind without being intrusive (emails or phone calls for example)
LEVERAGE SOCIAL MEDIA TO PROMOTE BLOG AND EVERGREEN PAGES• Use social media to
drive traffic to your blog and website.
• Use a jab-jab-punch approach:
TURBO-BOOST YOUR CONTENT WITH PAID PROMOTION. • Facebook, Twitter,
Instagram, Pinterest and Linkedin all have paid services.
• Start with Facebook.
• Promote major campaigns/initiatives.
FACEBOOK AD MANAGER• Click the small
arrow to access Ad Manager
• Click “Create Ads”
CHOOSE YOUR OBJECTIVE
TARGET YOUR AUDIENCE
GET CREEPER STATUS• Instead of targeting
keyword queries, Facebook ad planner can actually track people’s interest through their online behavior.
• Facebook is even able to monitor posting activity to understand your interests.
• Bottom line: Facebook knows…
SIT BACK AND ENJOY THE RESULTS• Total Spend: $50• People Reached: 2,288• Total Video Views: 793
MONITOR THE RESULTS AND KEEP EXPERIMENTING• Pay attention to what
types of posts are most effective.
• Videos, Pictures, Infographics and “Tips” tend to perform best.
• Start with a low spend and increase on well performing content.
TIME TO SUM IT UP
1ST LAYER: EVERGREEN PAGES•Use on page SEO techniques to optimize your web pages. •Use Keyword Volume Research to identify keywords that you don’t have pages for. •Monitor the competition to identify areas where you can expand your content.
2ND LAYER: BLOG POSTS• Try to Post a new blog at a MINIMUM of once a month. • Use the blog to either be creative and attract new readers, or to promote services and products. • Use competitive research to see what content is working for your competition. • Use Buzzsumo and Google Trends to identify trending topics in your industry.
THIRD LAYER: SOCIAL MEDIA• Use Social Media to stay top-of-mind among current and potential customers. • Implement a Jab-Jab-Punch approach to show you are a pro in your industry before you ask for the sale. •Drive traffic to your blog and website by posting links directly to your content. •Turbo-Boost results with a minimal spend.
THANK YOU FOR YOUR TIME
970-302-5302
kainenbraun.com
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