Content & SEO: Lessons on Increasing Your Brand's Visibility Online
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Learn how to create content that sets your brand apart and ranks well in Google in this joint webinar from Acceleration Partners and Influence & Co.
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Content & SEO: Lessons on Increasing Your Brand's Visibility Online
- 1. @accelerationpar @InfluenceandCo @accelerationpar @InfluenceandCo SARAH JOHNSON Vice President, Client Services CONTENT & SEO: LESSONS ON INCREASING YOUR BRAND’S VISIBILITY ONLINE MATT KAMP Director, Strategic Partnerships
- 2. @accelerationpar @InfluenceandCo The Importance of Being FoundConnecting with future prospects.
- 3. @accelerationpar @InfluenceandCo SEO = High Quality Content
- 4. @accelerationpar @InfluenceandCo When Prospects Would Find You Online: Old vs. New << Old New >>
- 5. @accelerationpar @InfluenceandCo Top of the Funnel Awareness Content Marketing Funnel Content here should largely be educational and help the individuals connect the dots from the problem to how they may be able to solve it. Example: An educational e-book explaining more about your industry. Middle of the Funnel Consideration Our goal is to present them with the solution and show them the complexities and expertise involved in doing it well, which will overwhelm them and convince them that they want help implementing the solution. Example: Guides, and best practices Content focused on truly identifying your company as the best solution is ideal here. Example: Case studies, comparison documents, and trial offers focused on why your company is an ideal solution to the problem Bottom of the Funnel Decision WARM, QUALIFIED RELATIONSHIPS ENGAGED COMMUNITY CALL TO ACTION DISTRIBUTION
- 6. @accelerationpar @InfluenceandCo Why Content? Buyers want to feel connected to a brand before and beyond purchase.
- 7. @accelerationpar @InfluenceandCo THE CHALLENGE 61% of consumers say that custom content makes them more likely to make a purchase.
- 9. @accelerationpar @InfluenceandCo Top 3 challenges we see…1. Creating engaging content 2. Finding time to consistently publish content 3. Publishing content on influential sites
- 10. @accelerationpar @InfluenceandCo CHALLENGE #1 HOW TO CREATE ENGAGING CONTENT
- 11. @accelerationpar @InfluenceandCo How to Build Relationships Through Content
- 12. @accelerationpar @InfluenceandCo What Makes Exceptional Content? • Create content your audience is looking for • Take the conversation to the next level • Tailor content to the buyer’s journey
- 13. @accelerationpar @InfluenceandCo CHALLENGE #2 FINDING TIME TO CONSISTENTLY PUBLISH CONTENT
- 14. @accelerationpar @InfluenceandCo Process, Process, Process• Documented content strategy • Knowledge bank • Break it down > blank screen
- 15. @accelerationpar @InfluenceandCo WHAT YOUR CONTENT STRATEGY NEEDS ESTABLISHED GOALS A TARGET AUDIENCE KEY METRICS TO MEASURE
- 17. @accelerationpar @InfluenceandCo 5 Ways to Get the Most Out of Your Knowledge Bank 1. Update it regularly. 2. Keep your audience in mind. 3. Crowdsource the knowledge. 4. Organize your info by category & keywords. 5. Make it accessible.
- 18. @accelerationpar @InfluenceandCo Knowledge Management Template influenceandco.com/resource-library
- 19. @accelerationpar @InfluenceandCo A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS EDITOR DISTRIBUTION SPECIALIST
- 20. @accelerationpar @InfluenceandCo CHALLENGE #3 PUBLISHING CONTENT ON INFLUENTIAL SITES
- 21. @accelerationpar @InfluenceandCo What Editors Of The Top Online Publications Had to Say Section Four
- 22. @accelerationpar @InfluenceandCo How Brands Can Get Published 1. Document your content strategy. 2. Research the publication’s audience. 3. Share your expertise & get personal. 4. Back it up with data. 5. Perfect your piece before submission.
- 24. @accelerationpar @InfluenceandCo Quote from Our Editor Survey “It’s imperative to get direct content and insights from key players in the industry, whether they are peers of our readers or general colleagues.” — Editor surveyed in the State of Contributed Content Report
- 26. @accelerationpar @InfluenceandCo Content Marketing Goals • Inspire and educate his ideal client: early tech adopters and smart phone users that are frustrated with their typing experience. • Speak to industry executives at smart phone companies to showcase the product and eventually take the conversation offline. • Along with guest contributed thought leadership content, develop blog posts that are longer in nature to post on their blog directly. • Use the articles to update their investors. • Work with their marketing director to help them apply for awards.
- 29. @accelerationpar @InfluenceandCo I’M HERE TO HELP To download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @theMattKamp Connect with me on LinkedIn. Email me at matt@InfluenceandCo.com
- 30. @accelerationpar @InfluenceandCo WHAT GOOGLE LOVES (THE SHORT LIST) • Fresh, quality content • User engagement • Natural links • Keywords • URLs @accelerationpar@accelerationpar @InfluenceandCo
- 31. @accelerationpar @InfluenceandCo ALGORITHM UPDATE GAME CHANGERS: PANDA & PENGUIN @accelerationpar@accelerationpar @InfluenceandCo
- 32. @accelerationpar @InfluenceandCo ALGORITHM UPDATE GAME CHANGERS: MOBILEGEDDON @accelerationpar@accelerationpar @InfluenceandCo
- 33. @accelerationpar @InfluenceandCo ALGORITHM UPDATE: QUALITY/PHANTOM UPDATE @accelerationpar@accelerationpar @InfluenceandCo
- 34. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: KEYWORD RESEARCH @accelerationpar@accelerationpar @InfluenceandCo KEYWORD RESEARCH CRITICAL KEYWORD LIST
- 35. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: TOPIC SELECTION @accelerationpar@accelerationpar @InfluenceandCo STATIC PAGES BLOG POSTS
- 36. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: OPTIMIZATION @accelerationpar@accelerationpar @InfluenceandCo
- 37. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: USER EXPERIENCE @accelerationpar@accelerationpar @InfluenceandCo
- 38. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: DISTRIBUTION @accelerationpar • Social media • E-mail • PR • Content syndication • Lead nurturing • Remarketing • Social media advertising • Blogger outreach • Customer service @accelerationpar @InfluenceandCo
- 39. @accelerationpar @InfluenceandCo CONTENT SEO BEST PRACTICES: TECHNICAL SEO @accelerationpar • Site structure • XML sitemap • Robots.txt • Duplicate content • Server errors • Site speed • URL structures • Internal and external backlinks
- 40. @accelerationpar @InfluenceandCo METRICS FOR SUCCESS @accelerationpar • Traffic • Conversions • Revenue • User engagement • Social shares @accelerationpar @InfluenceandCo
- 41. @accelerationpar @InfluenceandCo INTERNAL CHALLENGES @accelerationpar • Blogs often separate from rest of site • Branding vs. performance marketing • Cooperation of social media and branding teams @accelerationpar @InfluenceandCo
- 42. @accelerationpar @InfluenceandCo @accelerationpar @InfluenceandCo THANK YOU & QUESTIONS SARAH JOHNSON VICE PRESIDENT, CLIENT SERVICES sarah@accelerationpartners.com MATT KAMP DIRECTOR, STRATEGIC PARTNERSHIPS matt@influenceandco.com acc.partners/APSEOEbook Influenceandco.com/resource- library
Editor's Notes
- Image: Importance of being found - connecting with future prospects
- It’s not about link building, it’s about creating content that people want to share, want to read. That’s what Google’s doing — they’re rewarding content and moving content to the top that is relevant to the audience. Your goal is to be the expert controlling that message.
- Before you start haphazardly creating content, you need a plan: Set goals Establish an audience Determine key metrics to measure success
- To help with content creation, house all of your information in a spreadsheet or knowledge management system *To streamline this process, our team created a downloadable knowledge management template that you can find on our website* We’ve actually recently developed an entire internal portal with a knowledge bank feature Also a great way to house important information and make it accessible to your team
- We have an entire in-house content team that ensures each piece of content we’ve developed for both our clients and our internal authors is high-quality and meets a publication’s guidelines. When tackling to create content in-house, be sure to designate or hire these key individuals to make sure you’re producing consistent, relevant, and quality content.
- B2C Example: Fleksy is a revolutionary keyboard that makes typing on a touchscreen so easy you can type without even looking.
- We have an entire in-house content team that ensures each piece of content we’ve developed for both our clients and our internal authors is high-quality and meets a publication’s guidelines. When tackling to create content in-house, be sure to designate or hire these key individuals to make sure you’re producing consistent, relevant, and quality content.
- Fresh, quality content Content that engages users (bounce rate, time on site, etc.) Natural links endorsing your content Descriptive, keyword-rich (meta) content Intelligible URLs
- Google Panda - a change to Google's algorithm released in February 2011. Lowered the rank of "low-quality sites" or "thin sites", and returned higher-quality sites near the top of the search results. Google Penguin - Google algorithm update announced in April 2012. aimed at decreasing rankings of websites artificially manipulating the number of links pointing to the page.
- Since announcement of Mobilegeddon, there’s been a 4.7% increase in mobile-friendly sites. This was part of Google’s intention with all the dramatic language. (http://searchengineland.com/google-says-there-are-4-7-more-mobile-friendly-web-sites-today-than-two-months-ago-219487) Some businesses have lost search traffic as a result of not being mobile-friendly. Mobile rankings have never been more different from desktop rankings than they are right now. It’s estimated that mobile search results are now about 70% different from desktop.
- Significant ranking change in May Change to how core algorithm assesses content quality Google hasn’t provided specifics Rewards sites focused on user experience and quality content
- Keyword research Foundation of site redesigns and ongoing content What terms will perform well in search How customers think about your products Critical keyword list Separate wheat from chaff
- Topic selection Each page should fight its own keyword battle “Critical” groupings of keywords should be static pages Specific, long-tail keywords = blog posts
- Meta title Include 1-2 descriptive keywords, write for users and search engines Meta description Not a ranking factor, write for users (CTR) Image optimization Alt text and image file names On-page content Use keywords only where they make sense for users
- Getting people to your site is only half the battle Think about what you want them to do and drive them to conversion Integration of SEO & UX CTAs, even on the blog Easy navigation/blog structure Push people through site with links, widgets (related posts, popular posts, etc) Pop-ups like BrightInfo, etc.
- Traffic to the blog/content Conversions/revenue from organic search Conversions/revenue from specific pieces of content User engagement Bounce rate Average time on site Social shares
- Blogs often separate from rest of site Not seamless experience Branding vs. performance Dividing the editorial calendar Cooperation of social media and branding teams