Content optimization & SEO: secret weapons for driving traffic and engaging visitors
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Drupal has a great architecture for driving traffic from search engine optimization (SEO), blogs and social media. It provides a wealth of tools for engaging visitors, yet most sites produce anemic traffic from visitors that bounce after a single page view - many to never return again. Let’s change that. In this session we will examine state-of-the-art ways to build sticky content that rates well with visitors, bloggers and search engines. We will reveal the secret tools and techniques that launched an Advertising Age top 150 most influential blog.
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Content optimization & SEO: secret weapons for driving traffic and engaging visitors
- 3. Typical site online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social media communications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendations traditional sales touch pieces retention user trusted advisor Reputation custom service programs requests requests Management
- 4. Typical site online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social media communications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendations traditional sales touch pieces retention user trusted advisor Reputation custom service programs requests requests Management flickr.com/photos/wwworks/864731205/
- 5. Advertising doesn’t work • Ads have become noise • Media dilution • Ad circumvention • search People don’t trust corporate communications engines
- 6. Search optimized sites online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social media communications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendations traditional sales touch pieces retention user trusted advisor Reputation custom service programs requests requests Management
- 7. Why search engine marketing works • Its where most people go to look • Specific searches (longtail) • Identified need • All steps of the buying cycle Google processes over 1 billion searches a day
- 8. Give her all we got flickr.com/photos/mario_groleau flickr.com/photos/jurvetson
- 9. Engagement online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social media communications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendations traditional sales touch pieces retention user trusted advisor Reputation custom service programs requests requests Management
- 10. Why engagement content & social media work “ Produce great stuff and people will come to ” you, produce really great stuff and your customers will share and disseminate your message for you. search engines Ann Handley & CC Chapman Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
- 11. Turbo supercharge your site [TODO] flickr.com/photos/jerbec/4251847627
- 12. mo traffic, mo traffic, mo traffic Social search Search Synergy engines
- 13. flickr.com/photos/patersor/3036321072/1 Content is king?
- 14. interrupt and repeat delight and engage http://www.flickr.com/photos/wwworks/864731205 flickr.com/photos/38659937@N06/5752344624/
- 15. you are a publisher “ All companies, no matter what the size, must start to think more like publishers than every before. Consumer behavior has changed ” search drastically over the past few years. Customers are more accepting of content from “non-media” engines sites and the barriers to publishing are now non-existent. Joe Pulizzi Get Content Get Customers
- 16. you are a content marketer “ The single most important thing most Web sites ” can offer to their users is content that those users will find valuable. search engines Jesse Garret The Elements of User Experience
- 17. process Planning Create Promote • Results • Writing / • SEO • Audience producing • Social • Topics • Styling media • Publishing
- 18. Results modeling: brainstorm increase bike The site should Reduce routine Staff should be sales have a clean and customer call able to add and professional look inquires by 50% edit content become a Be more viral Sell more bike Expand our recognized leader repair services digital footprint in the local biking community Show the To increase Sell more bikes Get 500 “Likes” pictorial history traffic to the site online on Facebook of results bikes The site should Increase bike Double our Visitors should be be intuitive and rentals by 100% mailing list able to find what easy to navigate they want in no more than 3 clicks
- 19. Defining results Content should have goals that support the site goals flickr.com/photos/pochacco20
- 20. User role modeling: brainstorm local newspaper people from out bike shoppers job seekers of town sports blogger fans person who new mom/parent wants to upgrade their bike website staff competitive rider casual bikers administrator hotels that need new bike rider bike owners tour guide bikes for guests
- 21. User role modeling: consolidate & refine enthusiasts shoppers staff local newspaper bike shoppers staff sports blogger new mom/parent website administrator fans person who wants to upgrade their bike renters owners job seekers tour guide bike owners job seekers people from out casual bikers of town new bike rider hotels that need bikes for guests competitive rider
- 22. User role modeling: define Demographics owners • Age: 25-55 • Gender: 65% male • Location: within 10 miles of store Psychographics • Active lifestyle • Prefers being outdoors • Green Behavioral • Significant web usage including search engines and social media • Research purchases online before buying • Significant use of mobile devices Brand • Custom service is significant driver for brand loyalty • Likely to buy again from same store. Typically 1 bike every 4 years. Site • Proficient web user • Likely to have high speed internet access
- 23. User role modeling: personas renter
- 24. User role modeling: prioritize Primary Secondary Tertiary shoppers enthusiasts job seekers renters staff owners
- 25. Topics Audience driven • Modeling • Ask • Monitor • Social media • Search Author/staff driven • Passions • Recent projects Organization driven • News and events • Success stories
- 26. Writing Blend the art of story telling (literature) with the science of reporting (journalism) Be human Share or solve; don’t shill Delight and suprise
- 27. promote recommended champions preferred loyalty & goodwill finding awareness Search engines social media
- 28. paid organic
- 29. Add a user search engines
- 30. seo magic formula great architecture great great rankings backlinks great content
- 31. content workflow topic driven keyword driven organization relevance author popularity user competition keyword keyword research research topics keywords content content authoring authoring content content optimization optimization promotion
- 32. site keyword research research brainstorm expanded targeted seed •lateral phrases evaluate keywords keyword keyword keyword list •search volume relevancy phrases list list •competitiveness
- 34. page keyword research research determine targeted keyword main keywords content keyword •lateral phrases + from content list •search volume modifiers •competitiveness
- 36. content optimization page title • 40 – 70 characters • use target keyword phrase at least one time body • 200 – 800 words • include target keyword phrase 2 – 4 times • keyword phrase prominence > 50% meta description • 10 – 25 words meta keywords • 1 – 15 phrases
- 38. all-in-one optimization kit SEO Tools
- 41. all-in-one results oriented website A results oriented website in a box* *box not included For organizations age 0 to 150 Super secret D7 version: http://apps.leveltendesign.com
- 42. thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: tom@leveltendesign.com Twitter: @levelten_tom Blog: leveltendesign.com/blog/tom LinkedIn: linkedin.com/in/tommccracken
Editor's Notes
- Whenever I present I always like to get a feel for who is in the room.How many people here are owners of Drupal website?How many are builders of Drupal websites?How many are thinking about getting into Drupal?How many have done SEO on a Drupal site?How many people are new to Drupal SEO?How many people don’t even know what SEO is?
- Why do brick and mortars do sampling?How can we use a website to give people samples.
- If you want a successful website, you need to start thinking like a publisher.
- So we need to create content and we need content to connect with our users
- So we need to create content and we need content to connect with our users
- If you want a successful website, you need to start thinking like a publisher.
- So we need to create content and we need content to connect with our users
- Since most people are familiar with writing for humans, I will spend most of the time of this presentation on how integrate in promoting via the search engines.
- Content is King.But not any content, you need to be strategic with your content. You need to engage and attract with your content. That is what we are going to be talking about in this session, I will cover the basics about how to create content, but we will spend most of our time on the attract and engage part.
- Number of ads in a day
- If you want a successful website, you need to start thinking like a publisher.
- If you want a successful website, you need to start thinking like a publisher.
- If you want a successful website, you need to start thinking like a publisher.
- It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- So we need to create content and we need content to connect with our users
- It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- So we need to create content and we need content to connect with our users
- So we need to create content and we need content to connect with our users
- Photo: http://www.flickr.com/photos/soldiersmediacenter/397695157
- What is SEO? What is all the hub bub about? Its all about this box. This magically box that millions of people everyday query every day. The magic box comes back with an answer, actually millions of answers. SEO is about making sure that when people search for what our website is about that we come up not just as any answer, but one of the top answers.
- Since most people are familare with wr[photo: http://www.flickr.com/photos/mag3737/2940469019/]
- [photo: http://www.flickr.com/photos/billburris/2245430380/]
- [photo: http://www.flickr.com/photos/missnita/509719978/]
- [photo: http://www.flickr.com/photos/missnita/509719978/]