eZdia IRCE 2014 Session

• Get your site design, content and
overall experience right!
• Get your content visible on page 1 of
Google SERPS
• Earn links, shares, reviews and
comments from your customers.
• Build brand authority and trust—
yielding more conversions.
10 Proven Tips to
Create SEO-Friendly Content
So you can …
Alok Jain
Co-CEO & CMO

10 Proven Tips to Create SEO-Friendly Content
#eztips #IRCE
Alok Jain
2
SEO Landscape

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Alok Jain
3
Tip #1: Use Many Tactics
Google uses 200+ signals to serve relevant results.
B2C Marketing Usage by Tactic

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4
Tip #2: Prioritize
Define goals & map your priorities to chart course
@alokkjain | @ezdia
Defining your business goal and
mapping your priorities will help achieve
success.
• For a resource constrained team,
you may prioritize tactics that are
low effort, high effectiveness.
• For an advanced team, tackling
tactics with low to medium effort,
high effectiveness might be a good
way to start.

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Alok Jain
5
Objective, audience
Content types, marketing channel
Blogs, ad banners, social
media posts, infographics,
short how-to’s
Buyer’s guides, gift guides,
white paper, forums
Top 10/best of editorial lists,
product reviews, finders
Product use guides, product
reviews, free trials,
testimonials
Product/accessories updates,
how-to’s, blogs, community
forums
When
Daily, short form
Weekly, long form
On customer
interaction
On purchase and
just after
Customer
type/purchased
items
Tip #3: Know the Content to Create
@alokkjain | @ezdia

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Collect Keyword Data: ideas for sources
Identify keywords, topics & themes to create content around
Plug variations of these terms
into Google Adwords keyword
planner to get more keyword
ideas
@alokkjain | @ezdia
• Inbound search terms
• Borrowed from your competitor
• Keywords in your taxonomy
• Social trends
• Events & holidays
• Customer reviews
• Get creative! (Black Friday in July)
• site FAQ’s

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7
1. Eliminate any keywords that don’t fit brand
voice or campaign goals
2. Identify share of voice (SOV) by
• Filter it for targeted keyword groups by category and
competition.
• Apply Organic CTR to keyword position & monthly search
volume and identify traffic.
3. Choose category based upon SOV and
business priorities.
Take keyword inventory, define SOV & identify key category
Position #1 equates to an
average CTR of 36.4%
Position #2 earns a
CTR of 17%
@alokkjain | @ezdia

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8
 Is the content unique, readable & valuable?
 Did you research keywords using right tools?
 Are the primary keywords in the title & URL?
 Are there keywords in the image file & alt tag?
 Are social sharing options available?
 Does the page load fast—less than 4 seconds for all content?
 Do redirects from older versions deliver directly to the page?
 Is the page available to a robot crawler?
 Is the URL included in the sitemap file?
 Is the page using semantic (Schema) markups?
 Do Not Duplicate Content
Tip #4: Optimize your content
Checklist for optimized page
Leverage URL Structure for SEO Benefit
ideal:
not ideal:
http://ww30.1800flowers.com/product.do?
baseCode=101496&dataset=1012&cm_ci
d=d1012
http://proflowers.com/plants/P
otted-Pink-Calla-Lilly-494
populated by
product title
populated by
data base
@alokkjain | @ezdia
Tools

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Tip #4: Optimize your content
Wrangle your metadata
Title Tag Meta Description URL
65
characters
158
characters
92
characters
@alokkjain | @ezdia
Title tags appear in more than 5 prominent places like
browser tabs, SERPS & social media headlines!
Meta descriptions fuels the page “description” on a search
result of social media post.
Metadata also includes protocols like Schema.org, Twitter
Card, Open Graph & Google authorship
Site metadata is visible … & powerful!

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Alok Jain
10
Tip #5: Scale your effort
In-house vs Outsourcing
Ideas of tasks to outsource:
• keyword research
• analytics
• specific writing tasks
• data validation
• image research
• fact checking
61% of large companies
(1,000+ employees)
outsource some component
of their content creation
process.
@alokkjain | @ezdia

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Alok Jain
11
Tip #5: Scale your effort
Foster collaboration (Internal teams, community & vendors)
• Our experience shows that using a workflow tool for content
creation boost writer/editor efficiency by 25%.
Technology ServicesHybrid
Compendium
DivvyHQ
Percolate
Crowdsource
Crowdflower
Contently
TextBroker
Brafton
AEM
eZdia
Kapost
Skyword
Zerys
@alokkjain | @ezdia
In house content
Influencer (i.e.
catalog
managers)
External content
partners (i.e.
suppliers)
Content
Strategy
External content
creators (i.e.
Community,
content vendors)
In house content
creators (i.e.
writes/editors)

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12
Tip #6: Plan for Content Distribution
Plan for content topics, publishing, distribution & refreshment.
@alokkjain | @ezdia

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Alok Jain
Tip #6: Plan for Content Distribution
Plan for content topics, publishing, distribution & refreshment.

#eztips #IRCE
Alok Jain
Google+ rich snippets has
been shown to significantly
increase the click-through-
rate from SERPs by as much
as 150%.
source: QuickSprout.com
14
@alokkjain | @ezdia
Tip #7: Get on Google+
It’s true! Google loves Google+… and so do searchers!
A recent study by
SearchMetrics found Google
+1s to be the highest-
correlated factor they studied
3 Benefits to Creating
Content on Google+
1. Posts are crawled and
indexed by google
immediately.
2. Each post is published
with it’s own unique URL
& title tags.
3. Each post earns page
rank and can pass link
equity through links.

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Alok Jain
Tip #8: Measure
If you can measure it, you can improve it.
15
Measuring SEO performance is critical to the
success of your business
Metrics to Track:
• % of total traffic that comes from organic search.
• Branded vs. non branded organic traffic.
• Keyword rankings & share of voice (SOV).
• Total number of pages that are receiving at least
5 visits from organic search every month.
• Traffic quality (time on site, pages/visit)
• Conversion & ROI
@alokkjain | @ezdia
Tools

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Alok Jain
Tip #9: Curate Content
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Curating content is the combination of collecting,
adding to/annotating and sharing 3rd party
content:
- Aggregation : collecting relevant content
- Distillation : getting to a simplistic format
- Elevation : identifying larger trend/insight
- Mashup : merging existing content to create a
new point of view
- Chronology : organizing information to show
how things has evolved
@alokkjain | @ezdia

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Alok Jain
17
SEO results always take longer than
you want or expect. Some of the most
time-consuming components of
optimization are:
• establishing authority: everyone
wants to link to a celebrity 
• analyzing the competition:
successful SEO initiatives are
multi-faceted.
• building partnerships and links:
these rely on real relationships,
trust and respect.
Tip #10: Be Patient & Persistent
How long will it take to see results?
@alokkjain | @ezdia

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Alok Jain
18
@alokkjain | @ezdia
Creating an Ecosystem
within your content creation process
Strategy &
Planning
Decide on
Theme &
Topics
Create
Content
Distribution
Re-
purpose/cu
rate
Measure &
Analyze

Thank you!
Visit eZdia.com/IRCE
for free samples, downloadable SEO tools
and an exclusive eBook
Alok Jain
alok.j@ezdia.com
eZdia.com
eZdia.com/blog

eZdia IRCE 2014 Session

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