Post on 14-Apr-2017
transcript
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Secrets of MeasuringContent Success
The Why and How of Optimizing Your Content for the Web
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Digital Marketing Consultant & TrainerPresident - Dallas Search Engine Academy
beth@seotrainingdallas.com
@BethKahlich
Beth Kahlich
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Agenda
• How Content is Seen by the Search Engines
• Building Authority for Your Brand
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
How Content is Seen by the Search Engines
Search Engine Optimization – “SEO”
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Search Engines
• Looking at all the information on the web• Categorizing it• Providing the best answers to people when
they search
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Pay Per ClickGoogle AdWords
Relevant Images
SEOOrganic Search Results
Video
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Organic Search Algorithm • The “recipe” used by the search engines to
determine the relevancy of web content – and match it to the searcher’s intent when they are entering a search query
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Web Presence Needs the Ingredients
Words On-Page Optimization Links Quality
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Words Matter
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Write for People First
• When you write something – think about it from the perspective of a web searcher
• Google is getting smarter and smarter – think FIRST about writing for the human reader
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
• Huge creative component– think about how your ideal
customer looks for your business
– what questions do customers ask
– very, very specific topics related to your business
– NOT Just the “big” terms
Start with Topic ResearchAKA Keyword Research
Topics vs KeywordsFuture of SEO
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Content on Your Website Matters
• Have very specific information on individual pages of your site– FAQ– Services– Blog Posts/Articles
• Do not put text in images!
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Be Very SpecificThe Dreaded “Services Page”
One page that lists all your services
Have additional pages that focus on each specific service that you offeror each specific product
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
On Page Optimization
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
On Page Optimization
• Make sure that the search engines can quickly tell what your page is about!
• Make it super easy for them to read– example: no text imbedded in images
• Some of these are visible to the human reader, some of them are in the code of the website (HTML)
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Tweak Your Content for Search Engines
• AFTER you’ve written your content for your ideal audience
• You can take it a step further!• Go back and tweak the content• Did you mention your keyword
or topic in important areas ofthe web page, article or blog post?
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Example of Some On Page Optimization Using WordPress
How Your Site Shows In Google
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Example
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Links Matter!
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Website AHome Page
Page 2
Page 3
Website BHome Page
Page 1 Page 3
Page 2Page 1
External LinksInternal Links
Internal Links and External Links
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Internal Links Matter
• Links within your own website are important
• Link from your blog posts to other related pages/articles
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Internal LinkingLink Articles/Blog Posts to Main Content
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Blog post links to this main page of site
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
External Links Matter• Links from other websites to your website
“can” help with your ranking
• Penguin Update to AlgorithmPenalizes sites with “bad” links
People were PURCHASING linksGoogle said - NO
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Link Building Today
• Goal is to encourage quality links
• Quantity is less important that quality, but together they have the biggest impact
• Goal – create great, sharable information on your site that people NATURALLY want to share
• Reality – Getting external links is hard workvery competitive market…
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality of Your Website Presence
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality in Google’s Eyes
• Sites with lots of fresh new content• Sites with growing numbers of links• Quality User Experience – Google sees who
people interact with your site• Quality Content – that’s useful that people
want to share
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Lots of Fresh New Content
• Web Pages• Articles• Blog Posts• Videos• FAQs• Social Media
Posts and Interactions
include these in a Content Plan
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality User Experience
courtesy ofwww.WebPagesThatSuck.com
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Before
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
After
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality Content People Want to Share
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Better Example
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Ingredients for Good SEO
Words On-Page OptimizationLinks Quality
these are being refined all the time
have good content supported by theingredients!
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Building Authority for Your Brand With the Search Engines
A Deeper Dive
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Google Wants Clarity & Authority• Quality and Simplicity => Clarity on Topics
• Depth of information => Authority on Topics
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Broad Content• Upper Level Content
– more broad– simple language– bullets, white space, some photos (visually appealing)
• Explains clearly what you do
clarity on topics
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Specific, Authoritative Content
• More in-depth information• Focused on answering questions and being a
resource for your ideal client
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Shows Authority
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Make Content Travel Beyond
• Social Media• Mentions on other authoritative sites
• Client makes final decision to do businessoff your site not on your site
Savvy Consumer – does their research
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Measuring Results
• Web site reports are important• Look at factors that will eventually lead to
qualified leads– Website traffic– Engagement– Visits to key pages
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Look at Social Media Engagement
Did you know you can see this information on the Facebook Pages You Manage?
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Career Opportunities forContent Marketers
• If you are good at writing content to appeal to your client’s specific target market – there are lots of employment opportunities– Digital Marketing Firms know
that content is king and they are looking for good writers!
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
www.DFWSEM.org
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Digital Marketing Consultant & TrainerPresident - Search Engine Academy Texas
SearchEngineAcademyTexas.com
beth@searchengineacademytexas.com
@BethKahlich
Beth Kahlich