Using Content Marketing for SEO

Search Engine Optimization

What AffectsSearch Engine Optimization

44%

56%

On-Site Factors

Off-Site Factors

Off-Site – Inbound Links (42%)

In-bound Links

Off-Site – Social Links (7%)

Off-Site – Domain URL (7%)

On-Site – Keywords (44%)

Relative Search Volume

Content Marketing

SEO = Content Marketing

LinksSocialKeywordsUniquenessFreshnessClicksCrawlable content

Tracks of Content

Ideas for Content Tracks

Team and Process

Schedule and Commitment

Week Collection/Vetting Writing/Vetting Editing/Design Publish Action needed byDecember 3 - 7

Upholstery / Leather basics, manuals, videos, trends (Mark's training docs great example) About Us/Interview, basically anything

1) Cust Service items - Gaurantees, specials, refunds, delivery 2) Mattress Buying Guide ALL Gatekeepers

December 10 - 14

Any and all info relevant to Jan/Feb advertised items - selling points / campaign strategy

1) Uphostery buying guide, 2)Leather buying guide 3)About Us / Slumberland's story

1) Cust Service items - Gaurantees, specials, refunds, delivery 2) Mattress Buying Guide Tom - Mark - Ryder

December 17 - 21

Linnens, Mirrors, popular SL trends, common customer design questions as examples Strategic Product Descriptions

1) Uphostery buying guide, 2)Leather buying guide 3)About Us / Slumberland's story

1) Cust Service items - Gaurantees, specials, refunds, delivery 2) Mattress Buying Guide Katie - Scott

December 24 - 28

Children's furniture trends, campaigns, selling guides, Lighting, lamps

Design Guides: 1) How linnens change a room 2) Using Mirrors 3) Finding your design style Strategic Product Descriptions Mark - Scott

Dec 31 - Jan 4

Storage benches, ottomans, laptop armoires, Customer feedback, internal initiatives

1) Children's furniture buying guide 2) Children's spaces design guide 3) Lighting 101 4)Design: Bid ideas for small spaces

Design Guides: 1) How linnens change a room 2) Using Mirrors 3) Finding your design style

1) Uphostery buying guide, 2)Leather buying guide 3)About Us / Slumberland's story 4) Product Descriptions first wave Katie - Mark - Scott

Optimizing

Cutting Through Clutter

“We create as much information in two days as we have since the dawn of man through to 2003.”

- Eric Schmidt, Google CEO

Add Value To Humans

Write interesting titles and descriptions

Use bullets

Keep videos short

Use visuals and graphics

Have clear calls to action

Optimize to Search Engines

Site Map Name Home Page About Us

URL / about-minneapolis-senior-care

Page title Nokomis Healthy Seniors in Minneapolis, MN Providing Senior Care to South Minneapolis

On-Page <H1> Title Nokomis Healthy Seniors in Minneapolis, MN Providing Senior Care to South Minneapolis

Intro TextNokomis Healthy Seniors is based in Minneapolis, MN…

Learm more about Nokomis Healthy Seniors providing senior care for the past x years

Meta Title Minneapolis based Nokomis Healthy Seniors Senior care in south minneapoils

Meta Description

Minneapolis based Nokomis Healthy Seniors works with elderly providing senior home care and nursing services.

Nokomis Healthy Seniors provides senior care to South Minneapolis.

Follow Best PracticesKeep one keyword phrase focused to one page

Use a CMS with friendly URLs

Link internally from content piece to content piece using keywords

Use tags and categories with keywords

Keep a site map up-to-date

Make social sharing easy

Content Distribution

Device Everywhere

Platform Everywhere

Tag and Segment Content

CMS Content Segmentation

Where to Start?Start small, then grow

Determine SEO keywords

Research tracks of content

Commit to a publish schedule and assignments

Optimize by creating valuable content with SEO keywords

Write content chuncks that can be used multiple ways

Distribute across platforms and devices

Participate in online conversations

Questions?

Using Content Marketing for SEO

1.) SEO Factors• Links • Social • Keywords • Uniqueness• Freshness• Clicks• Crawlable content

2.) Content Marketing• Create tracks of

content• Create schedule

and assignments

Presented by: Jonathan Anderstrom | jonathan@creedinteractive.com | Office: 651.356.6996   | Mobile:

651.334.8800

3.) Optimize• Add value to

humans• Optimize to search

engines• Focus on keywords

and best practices

4.) Distribute• Device ready

content• Platform ready

content• Break down and

segment content elements

More info and references:Illustrations taken from http://www.flickr.com/photos/rosenfeldmedia/sets/72157632087897721/with/8215280368/http://www.salesforcemarketingcloud.com/resources/ebooks/how-to-craft-a-successful-social-media-content-marketing-plan/http://rosenfeldmedia.com/books/content-everywhere/Look for next Lunch and Learn on A Top-Secret JavaScript Topic in April.