Writing the Right Content at #SMS2016

#contentconnect at #SMS2016 by @aleyda from @orainti
“WRITING THE RIGHT CONTENT”
Identifying Highly Searchable Content Opportunities that Connect with your Audience

Hello Sydney!

I speak
ORAINTI.COM
I write
I’m Aleyda Solis
@ALEYDA FB.COM/ALEYDASEOTIPS/
I do SEO I shareI tweet

SEO & Content?

COPYWRITER
Don’t tell me how to
write my content…

SEO
I only wanted you to
use some keywords!

Content
Design
SEO
These situations between SEOs & any other areas
are caused when you think that it works like this
Product
Branding
Development Usability

It’s not about doing any action for SEO though…
but doing SEO to grow any action & presence

SEO works when it’s used as a cross-functional growth driver that
optimizes your multichannel actions & presence

… including your content, and not only to
make it easily findable by search bots

Or to protect it against potentially
dangerous Google mascots

But by helping your content to accurately answer your customers
queries across their journey, supporting it to achieve its goals

To communicate your news

To sell your products or services

Provide relevant support

Establish your brand as an authority

Grow your community

It’s time to go fishing for those
content opportunities

Start by identifying the current successful
content among your audience
Your own
content
Your
competition
Your
industry
Other
Countries
Similar
Industries

#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
What’s your most visited & best converting content per device & channel?
Google Analytics

Your top pages with the highest search visibility per device?
Google Search Console

Your highest linked pages and most shared ones in social platforms?
cognitiveseo.com
buzzsumo.com

Identify which terms they are ranking with by using
URLProfier Google Search Console Integration
urlprofiler.com

Now you have the topics towards which your best
performing & most popular content is focused on

Now you have the topics towards which your best
performing & most popular content is focused on
For which terms
does your
content have a
high CTR?
For which terms
is your content
ranking higher?
For which terms
does your content
have a low CTR?
For which terms
is your content
ranking lower?

Expand this list by identifying the highest traffic
pages & categories from your competitors…
semrush.com
sistrix.com

and the terms driving the visibility towards them

Identify which are those queries that your competitors
are already leveraging that you’re still not targeting

And those for which they are ranking and
obtaining more visibility than you already

Download and segment these terms with the
ones you already had from your own site

If you still don't have much you can follow the same process with your
industries top sites, related industries or same industry in other countries
similarweb.com

It’s time to filter & choose the relevant terms that you have
gathered and organize them based on their search intent & type
+
informational
review
tips
guide
news
transactional
buy
reserve
purchase
register
or
products
brands
products
or
or

Mapping them to your different personas & scenarios
Background
Characteristics
Activities &
Motivations
Context
Scenarios

… and if you still don’t have them, this is the time to develop them!
http://moz.com/blog/personas-understanding-the-person-behind-the-visit http://www.creativity101.com/creating-a-persona-why-and-how/

You can now take the previous relevant segmented queries
as an input to identify your new potential content topics
Your own
content
Your
competition
Your
industry
Other
Countries
Similar
Industries
New
relevant
topics

Start by expanding each of these queries to answer the most common user
questions across the customer journey: From transactional about products
Moz.com
ranktank.com

To cross-platform & multi-device offers
keywordtool.io

to questions about your business & even industry as a whole

or about your brand, when researching previous the
conversion, comparing it with your competitors…

Or when looking for support about your
products or services after buying

… Not only in Google, but in any other searchable platforms where
you can also build presence and create multi-format content for

Prioritize those queries that are relevant & popular, but also from which
you can get more visibility through SERP features & lower difficulty
semrush.com
moz.com

Capitalizing on your business & website characteristics that you
can use to improve your content visibility with search features
AMP in News Carrousel
App Indexing
G Maps Results

Or that are specifically popular for your business in mobile search
Google Keyword Finder

It’s also key to verify the format & platforms that your audience better
engage with, to prioritize them when creating & promoting your content
buzzsumo

Researching for more granular recurrent & hot topics directly in those
top communities that are specifically relevant or highly popular
reddit
pinterest

With all of this you can build a prioritized list of potential
content topics using the previous criteria into consideration
BEHAVIOR
relevance
volume
seasonality
intent
BUSINESS
availability
profitability
STATUS
content existence
content format
rankings
traffic
conversion rate
SEARCH RESULTS
competition
features

Use it to create a content matrix that fits with your
business & Web content goals & resources
www.distilled.net/blog/the-content-matrix/

This will give you input to create a diverse range of effective & useful
content, like product comparison pages to help your users decide

Cross-platforms landing pages that drive
visibility and conversions towards your app
YES
NO

Support pages that your audience actually search for, that
solve their issues while increasing engagement & loyalty
YES

Even leveraging search features to increase visibility for related queries
or using highly authoritative platforms to rank for highly competitive terms
Snapchat
should have
produced this
content!
Opportunity
alert to create an
infographic about
how to use
Snapchat

But what if it’s a really competitive industry and all
topics are already targeted with amazing content?

Then, you can reuse them!
Your own
content
Your
competition
Your
industry
Other
Countries
Similar
Industries
New
relevant
topics
Same Topics
Reformat
Update
Expand
Curate
Refocus

Follow the content reusage workflow
to identify opportunities

I do it with my own content: Update existing content
that is outdated and not that useful anymore

Expand content that is not complete and can be
more useful if more information is added

Reformat existing content that would be easier to
understand and use if it’s created in another format

Curate content that has many independent and non-organized
sources or is complex to give a unified, easier understanding

Refocus content that can be targeted from another
standpoint or useful perspective for your audience

There’s no excuse! There are always opportunities to create
or reuse content to effectively connect with your audience

That will increase not only your search visibility, but your
engagement, traffic, conversions, links & mentions… like this!
seomonitor.com

Now is your time to create it! Questions?

Writing the Right Content at #SMS2016

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