Post on 14-Jul-2015
transcript
www.verticalmeasures.com
SEO: A CORE COMPONENT
Arnie Kuenn
President, Vertical Measures
@ArnieK #WACVBTechSummit
“8 Steps to Discovering & Creating Content Your Market Will Love”
ABOUT YOUR PRESENTER…
• President of Vertical Measures –
A Search, Social & Content Marketing Agency
• Instructor for the Content Marketing Institute &
Online Marketing Institute
• Been an Internet marketer longer than Google
has existed.
WHAT IS CONTENT MARKETING?
• Content marketing is the art of providing relevant,
valuable content to your customers without selling or
interrupting them.
• Instead of pitching your products or services, you are
delivering information that makes your prospects
more informed before they buy.
• If you deliver consistent, ongoing valuable
information to your prospects, they ultimately reward
you with their business and loyalty.
SOME FACTS
of all consumers use search
prior to making a purchase
Source: GroupM
of searchers conduct non-
branded queries
of buyers click on organic
links vs the sponsored ads
SOME FALLACIES IN TODAY’S SEO THINKING
• Just measure rankings, that’s all that matters
• SEO is about ranking for “money” terms
• Adwords is the only keyword research tool you need
• Your site is the only place to do SEO
• Social sharing is fire and forget
• Link building no longer works
www.verticalmeasures.com
MANY SIGNALS INFLUENCE SEO
Star Ratings & Reviews
Author
Strength of Domain
Video SEOMoz
DEVELOP YOUR STRATEGY
• Strategy will evolve through the whole process
• Why are you creating the content you are creating?
• Who is your audience?
• Who are you? – Determine your “voice”
• What types of content will you create?
• How will you develop your content?
• When will you develop your content?
• What does success look like?
• What is different a year from now?
72% of the time I’m looking for answers & information. Will I find your business?
Do you know how many “answers” were provided just yesterday?
Over 4.7 billion!
More than 410
questions about “visit
the grand canyon”
(exact match).
More than 3,400
using broad match!
BENEFITS OF A BLOG
• Gives you a vehicle to post new content
• Allows for internal linking
• Keeps the search engines coming back – have 434% more indexed pages*
• Have 2X as many backlinks*
• Your site gets 55% more traffic*
• You have 79% more Twitter followers*
Source: *Hubspot
VIDEOS! – THEY ARE NOT THAT HARD
User Generated
Fun Interviews
Behind the scenes
FREE GUIDES TO BUILD YOUR LIST
474 backlinks from 123 unique domains
- Lead generator
- Link attractor
- Long life span
ALL DIFFERENT – BUT CORE ELEMENTS
Web pages, News, Local, Images & Videos
1. Links pointing to your content
2. Titles & title tags (viewed in results)
3. Description meta tag (viewed in results)
4. Image alt text tags
5. H1 Tag (headline tag – only one!)
6. Page load times
7. Freshness of content
8. AuthorRank
HOW TO OPTIMIZE IMAGES
• Image files should be compressed as much as
reasonably possible to reduce file size. Smaller files
mean faster site load speeds. JPGs generally offer
the best balance of file size & quality.
• Use relevant keywords in image filenames,
separated by dashes (not underscores). Instead of
"DL000031.jpg", use something like "red-sports-
car.jpg"
• Make sure <img> tags have their "alt" and "title"
attributes defined with descriptive, concise, keyword-
related text. Do not stuff <img> attributes.
• Context matters. Google looks at content placed
around the image, like titles and captions, for context
about your image.
• Be sure to include images in your sitemap. The
XML tags provide additional opportunities to define
an image's title, caption, and even geographic
location.
HOW TO OPTIMIZE VIDEOS
• Specific, Compelling Title –Would you click on “Our
Company” or “V00023.mov?” neither will your audience.
• Tags –This is where you can help your video appear in
the “Suggested” or “Similar” videos section. Don’t be
dishonest, but if there are pop culture or social media
references in the video, tag them accordingly.
• Description - Say as much as you can in the first
sentence or two, because many video sites will hide the
bulk of your description. Include at least one link placed
at the start of the description – with http://.
• Video Quality / Resolution – Shoot, edit and export the
video in the highest quality available on the devices and
software you use. The online video audience is very
forgiving of skill level, but a low resolution video can
make it difficult to see what is going on.
• Thumbnail Image – If it’s an organically made video
(not planned), pick the most visually compelling of the
options they give you.
HOW TO APPEAR IN GOOGLE NEWS
• Need to submit your URL to Google first
• Article URLs must be:
–Unique
–Permanent
–Display a three-digit number
• To see if a site is already included in
Google News, type [ site:url.com ], into the
search box and click "Search News."
• http://support.google.com/news/publisher/
THE TOP 5 LOCAL RANKING FACTORS 2012
1. A physical address in the city
2. Associate your business with proper categories.
3. Have an address close to the centroid
4. Complete and accurate NAP (Name, Address,
Phone) accuracy across the local ecosystem
5. High number of customer reviews on the new
Google +Local
HOW OFTEN SHOULD YOU POST?
• The most common complaint from Facebook users is Newsfeed spam
• Posting just a few times per week produces 71% higher user
engagement
• Focus on quality, not quantity on Facebook.
• Only 50% of your posts should be about your content. Organizations
that share other content have a higher engagement rate.
BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit
– Internal links
– Fix 404, 500 and 302 errors
– Guest blog posts or articles
– Blog & forum participation
– Where you have relationships
– Local partners & listings
– Competitive research for similar content
• The best links:
– Are from trusted sites
– Have varied anchor text
– Are from many different, relevant websites
– Determined editorially
INTERNAL LINKS
• Internal links are what make up your website’s
navigation.
− Important for usability and visibility
− Internal links tell search engines what your site is about.
− Proper internal linking structure allows search engines to
spider and index more pages within your site.
• Make sure keywords in URL structure match
content on page.
• Keep footers clean and include a link to sitemap
• Use, but don’t abuse, internal text links within
content
MEASURE!
• Measure for successes…
and failures
• Check your rankings,
traffic, conversions and
other key metrics
• Focus on the strategies
that are providing the best
ROI and keep rolling out
the content
CUSTOM TRAINING PROGRAM?
• 1 year content marketing training &
coaching program
• Beta – looking for 3 organizations to
work with us at highly discounted
pricing
Tweet:
Content Marketing Book – @AccelerateBook is FREE on
Amazon– Today only! #WACVBTechSummit
Kindle Version
April 17, 2013
Only
FREE!
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
THANK YOU VERY MUCH!