irce 2014 presentation : 10 tips to create seo-friendly content

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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

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10 tips, plus dozens of new tactics to create SEO-friendly content. Gain expert insights and real-life examples of how adjusting creative content process can boost your effectiveness. by Alok Jain #IRCE2014

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Page 1: IRCE 2014 Presentation : 10 Tips to Create SEO-Friendly Content

!• 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 ContentSo you can …

Alok Jain

Co-CEO & CMO

Page 2: IRCE 2014 Presentation : 10 Tips to Create SEO-Friendly Content

10 Proven Tips to Create SEO-Friendly Content

#eztips #IRCE

Alok Jain2

SEO Landscape

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Tip #1: Use Many TacticsGoogle uses 200+ signals to serve relevant results.

B2C Marketing Usage by Tactic

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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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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

Tip #3: Know the Content to Create!

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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!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.

Tip #3: Know the Content to Create 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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!

✓ 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 contentChecklist for optimized page

Leverage URL Structure for SEO Benefit

ideal:

not ideal:

http://ww30.1800flowers.com/product.do?baseCode=101496&dataset=1012&cm_c

id=d1012

http://proflowers.com/plants/Potted-Pink-Calla-Lilly-494

populated by product title

populated by data base

@alokkjain | @ezdia

Tools

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Tip #4: Optimize your contentWrangle 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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Tip #5: Scale your effortIn-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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Tip #5: Scale your effortFoster 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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Tip #6: Plan for Content Distribution!

Plan for content topics, publishing, distribution & refreshment.

@alokkjain | @ezdia

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Tip #6: Plan for Content Distribution!

Plan for content topics, publishing, distribution & refreshment.

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Tip #7: Measure If you can measure it, you can improve it.

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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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Tip #8: 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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!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 #9: Be Patient & Persistent!How long will it take to see results?

@alokkjain | @ezdia

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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

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@alokkjain | @ezdia

Tip #10: 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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@alokkjain | @ezdia

Create an Ecosystem!

within your content creation process

Strategy & Planning

Decide on Theme &

Topics

Create Content

Distribution!

Re-purpose/

curate

Measure & Analyze

Page 19: IRCE 2014 Presentation : 10 Tips to Create SEO-Friendly Content

Thank you!

!!

Visit eZdia.com/IRCE

for free samples, downloadable SEO tools

and an exclusive eBook

Alok Jain

[email protected]

eZdia.com/blog