Implement These 10 SEO Tips, You Must Part 1 | SEO.com Webinar

Implement These 10SEO Tips, You MustPart 1

5 Content Strategy Fundamentals

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About SEO.com


Preston Van Dyke

twitter.com/prestonvandykefacebook.com/prestonvandyke

SEO Manager

On-Site Strategy


5 Fundamentals

5 Fundamentals

1. Have a Plan You Must2. Put People First You Should3. Nitty Gritty SEO… Yes4. Stay Active You Must5. Overdo It You Must Not


Content Marketing


• Personality Ethic: – Quick approach– Superficial – Instant gratification

• Character Ethic:– Principle-based solutions– Inside out approach– Lasting impact

Content Marketing

Internal(Character Ethic)

• Findable• Usable• Valuable• Shareable• Branded


External (Personality Ethic)

• Inbound Links– Anchor Text– Domain/IP Diversity– Quality– Quantity

2 Segments

1. Have a Plan You Must

1. Have a Plan


1. Have a Plan


Valuable ShareableFindableUsable Branded

1. Have a Plan

• Measurable Goals• Target Audience• Target Keywords


3 Specifics:

1. Have a Plan

Measurable Goals• Ask questions like:

– How can I be sure my content is valuable?– What KPIs indicate good usability?– How will I know people are finding my content?– What measurement best shows how my content is

being shared?


1. Have a Plan


Target Audience• Ask questions like:

– Does our branding/voice speak to the end user?– What is the end user’s goal? (usability)– Are the social networks our audience uses

integrated into the website? (shareability)

1. Have a Plan


Target Keywords• Ask questions like:

– What phrases are our demographic most likely to search? (findability)

– Does my use of these keywords on the page make sense? (valuable)

– Are the ideal words used in my taxonomy? (usability/findability)

1. Have a Plan


2. Put People First You Should

2. Put People First

People like EASY:


Optimized content

Logical navigation

Shareable

2. Put People First

People like ENTERTAINMENT:• Remarkable graphics• Spectacular videos• Engaging content


2. Put People First

People like to LEARN:


• Industry-leading information

• Fresh content (blog)

3. Nitty Gritty SEO… Yes

3. Nitty Gritty SEO

Titles:• Keyword Optimized• 65-70 Characters• Natural• Informative• Branded


<title>Branding: Page Title With Keyword Here</title>

<title>Keyword Here In Title With Branding Included in Middle</title>

<title>Page Title & Keyword Inclusion Here | Branding</title>

3. Nitty Gritty SEO

Headings:• Keyword by class• Keyword prominence• Don’t sacrifice true headings for keywords


3. Nitty Gritty SEO

Content Placement:• Above the fold• Not just words• Good design


3. Nitty Gritty SEO

Keyword Use:• Maintain a topic• Use keyword variants• Always double check


3. Nitty Gritty SEO

Images:• Use alternate text• Use keyword rich file names


<img src="keyword-rich-file-name.jpg" alt="Highly Descriptive Alternate Text With Keyword Included" />

3. Nitty Gritty SEO

Navigation:• Keyword mapped URLs• Optimized/logical taxonomy• Must be crawlable


4. Stay Active You Must

4. Stay Active

Editorial Calendar:• Stay relevant to national calendar• Current industry events• Business news• Instructions


4. Stay Active

Link Attractive Content:• Infographics• Instructographics• Guides• Top Lists• Videos


Partner/Contributor Content:• Encourage partner

companies to submit content

• Allow contributor content


4. Stay Active

4. Stay Active

Client Spurred Content:• Testimonials• Case Studies


4. Stay Active

User Generated Content (UGC):• Reviews• Forum• Blog Comments


5. Overdo It You Must Not

5. Don’t Overdo It



Content above the fold:



Limit internal linking within content:


• Limit exact match• Limit volume


Natural Titles:• Don’t overuse keywords• For the searcher as well as the search engine• Branded


SEO.com | Affordable SEO Services For Small & Local Businesses

A great content strategy consists of…


Measureable goals Target audience Keyword optimization Editorial calendar Infographics Videos Images/graphics Niche guides Lists Logical navigation Crawlable website Branding Social network integration Up-to-date content (a blog) Beautiful design Content above the fold Natural, keyword optimized titles Unique content Unique approach Consistency in voice Latest coding standards

Questions?

Preston Van Dyke

twitter.com/prestonvandykefacebook.com/prestonvandyke

SEO Manager

Thank You

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Implement These 10 SEO Tips, You Must Part 1 | SEO.com Webinar

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Transcript of Implement These 10 SEO Tips, You Must Part 1 | SEO.com Webinar