Date post: | 07-Jan-2017 |
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Marketing |
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#contentconnect at #SMS2016 by @aleyda from @orainti
“WRITING THE RIGHT CONTENT” Identifying Highly Searchable Content Opportunities that Connect with your Audience
#contentconnect at #SMS2016 by @aleyda from @orainti
Hello Sydney!
#contentconnect at #SMS2016 by @aleyda from @orainti
I speak
ORAINTI.COM
I write
I’m Aleyda Solis
@ALEYDA FB.COM/ALEYDASEOTIPS/
#contentconnect at #SMS2016 by @aleyda from @orainti
I do SEO I shareI tweet
#contentconnect at #SMS2016 by @aleyda from @orainti
SEO & Content?
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
COPYWRITER
Don’t tell me how to write my content…
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
SEO
I only wanted you to use some keywords!
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Content
Design
SEO
These situations between SEOs & any other areas are caused when you think that it works like this
#contentconnect at #SMS2016 by @aleyda from @orainti
Product
Branding
Development Usability
#contentconnect at #SMS2016 by @aleyda from @orainti
It’s not about doing any action for SEO though… but doing SEO to grow any action & presence
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
SEO works when it’s used as a cross-functional growth driver that optimizes your multichannel actions & presence
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
… including your content, and not only to make it easily findable by search bots
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Or to protect it against potentially dangerous Google mascots
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
But by helping your content to accurately answer your customers queries across their journey, supporting it to achieve its goals
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
To communicate your news
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
To sell your products or services
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Provide relevant support
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Establish your brand as an authority
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Grow your community
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
It’s time to go fishing for those content opportunities
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Start by identifying the current successful content among your audience
#contentconnect at #SMS2016 by @aleyda from @orainti
Your own content
Your competition
Your industry
Other Countries
Similar Industries
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
What’s your most visited & best converting content per device & channel?
Google Analytics
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Your top pages with the highest search visibility per device?
Google Search Console
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Your highest linked pages and most shared ones in social platforms?
cognitiveseo.com
buzzsumo.com
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Identify which terms they are ranking with by using URLProfier Google Search Console Integration
urlprofiler.com
#contentconnect at #SMS2016 by @aleyda from @orainti
Now you have the topics towards which your best performing & most popular content is focused on
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Now you have the topics towards which your best performing & most popular content is focused on
#contentconnect at #SMS2016 by @aleyda from @orainti
For which terms does your
content have a high CTR?
For which terms is your content ranking higher?
For which terms does your content have a low CTR?
For which terms is your content ranking lower?
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Expand this list by identifying the highest traffic pages & categories from your competitors…
semrush.com
sistrix.com
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
and the terms driving the visibility towards them
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Identify which are those queries that your competitors are already leveraging that you’re still not targeting
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
And those for which they are ranking and obtaining more visibility than you already
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Download and segment these terms with the ones you already had from your own site
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
If you still don't have much you can follow the same process with your industries top sites, related industries or same industry in other countries
similarweb.com
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
It’s time to filter & choose the relevant terms that you have gathered and organize them based on their search intent & type
+
informational review tips
guide news
transactional buy
reserve purchase register
or
products
brands
products
or
or
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Mapping them to your different personas & scenarios
Background
Characteristics
Activities & Motivations
Context Scenarios
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
… and if you still don’t have them, this is the time to develop them!
http://moz.com/blog/personas-understanding-the-person-behind-the-visit http://www.creativity101.com/creating-a-persona-why-and-how/
#contentconnect at #SMS2016 by @aleyda from @orainti
You can now take the previous relevant segmented queries as an input to identify your new potential content topics
#contentconnect at #SMS2016 by @aleyda from @orainti
Your own content
Your competition
Your industry
Other Countries
Similar Industries
New relevant topics
#contentconnect at #SMS2016 by @aleyda from @orainti
Start by expanding each of these queries to answer the most common user questions across the customer journey: From transactional about products
#contentconnect at #SMS2016 by @aleyda from @orainti
Moz.com
ranktank.com
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
To cross-platform & multi-device offers
keywordtool.io
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
to questions about your business & even industry as a whole
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
or about your brand, when researching previous the conversion, comparing it with your competitors…
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Or when looking for support about your products or services after buying
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
… Not only in Google, but in any other searchable platforms where you can also build presence and create multi-format content for
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Prioritize those queries that are relevant & popular, but also from which you can get more visibility through SERP features & lower difficulty
semrush.com
moz.com
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Capitalizing on your business & website characteristics that you can use to improve your content visibility with search features
AMP in News Carrousel
App Indexing
G Maps Results
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Or that are specifically popular for your business in mobile search
Google Keyword Finder
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
It’s also key to verify the format & platforms that your audience better engage with, to prioritize them when creating & promoting your content
buzzsumo
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Researching for more granular recurrent & hot topics directly in those top communities that are specifically relevant or highly popular
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
With all of this you can build a prioritized list of potential content topics using the previous criteria into consideration
BEHAVIOR relevance
volume seasonality
intent
BUSINESS availability profitability
STATUS content existence
content format rankings traffic
conversion rate
SEARCH RESULTS competition
features
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Use it to create a content matrix that fits with your business & Web content goals & resources
www.distilled.net/blog/the-content-matrix/
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
This will give you input to create a diverse range of effective & useful content, like product comparison pages to help your users decide
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Cross-platforms landing pages that drive visibility and conversions towards your app
YES
NO
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Support pages that your audience actually search for, that solve their issues while increasing engagement & loyalty
YES
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
Even leveraging search features to increase visibility for related queries or using highly authoritative platforms to rank for highly competitive terms
Snapchat should have
produced this content!
Opportunity alert to create an infographic about
how to use Snapchat
#contentconnect at #SMS2016 by @aleyda from @orainti
But what if it’s a really competitive industry and all topics are already targeted with amazing content?
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Then, you can reuse them!
#contentconnect at #SMS2016 by @aleyda from @orainti
Your own content
Your competition
Your industry
Other Countries
Similar Industries
New relevant topics
Same Topics
Reformat
Update
Expand
Curate
Refocus
#contentconnect at #SMS2016 by @aleyda from @orainti
Follow the content reusage workflow to identify opportunities
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
I do it with my own content: Update existing content that is outdated and not that useful anymore
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Expand content that is not complete and can be more useful if more information is added
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Reformat existing content that would be easier to understand and use if it’s created in another format
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Curate content that has many independent and non-organized sources or is complex to give a unified, easier understanding
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti
Refocus content that can be targeted from another standpoint or useful perspective for your audience
#contentconnect at #SMS2016 by @aleyda from @orainti
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
There’s no excuse! There are always opportunities to create or reuse content to effectively connect with your audience
#contentconnect at #SMS2016 by @aleyda from @orainti#contentconnect at #SMS2016 by @aleyda from @orainti
That will increase not only your search visibility, but your engagement, traffic, conversions, links & mentions… like this!
seomonitor.com
#contentconnect at #SMS2016 by @aleyda from @orainti
Now is your time to create it! Questions?
#contentconnect at #SMS2016 by @aleyda from @orainti