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The Art to the Start of: Content Optimisation

Grant Merriel's presentation on the SEO Summit 2016 touching base on the best way to optimize content for searchability and users.

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The Art to the Start of: Content Optimisation

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Presentation Transcript

  1. THE ART TO THE START OF: CONTENT optimisation

  2. Hello! I am Grant Merriel -SEO for 8+ Years -Have had thousands of pieces of content written -Had clients ranking on the first page with only content updates -Run and operate multiple businesses

  3. TALK Why are you listening to me

  4. 1. EASY TO FIND CONTENT IDEAS & OPTIMISATION RELEVANCE

  5. 2. INCREASE RANKINGS Main Keywords & Long Tail Keywords

  6. 3. BETTER ENGAGEMENT WITH YOUR AUDIENCE

  7. 4. LEARN FROM THE EXPERTS

  8. INPUT Lets get to know each other

  9. “We are going to pull back the curtain on our internal processes around SEO Content” *We do not do this for low competition keywords or blog posts

  10. HARDEST Why is SEO Content Optimisation so Hard?

  11. ONLY 41% of content marketers say they are generating return on investment from their content http://www.stateofinbound.com/

  12. NOBODY Talks about It! Content Is NOT Sexy Content is significantly Undervalued

  13. 51% Of people found the #1 Content Challenge to be: “Lack of Time / Bandwidth to create content” http://www.slideshare.net/hschulze/b2b-content- marketing-report-40688285

  14. DON’T WORRY! You won’t need to master these concets or what they mean or the concepts behind them (yet) … as I will show you how to find the solution to all of these issues in just a few easy steps

  15. Competitor Benchmarking Stealing what your competitors have done Semantic Phrases Crafting phrases for better interpretation Entity Salience People, places, associations, etc that are guilty by association On-Page Links Mastering internal and external links from you content Synonyms Substitute, replacement, alternative, stand-in content Value Add Tactics and concepts that deserve honourable mentions

  16. COMPETITOR Stealing what your competitors have done

  17. We can understand a lot about what impacts our keywords rankings by getting data from our competitors

  18. No competitive advantage following everyone else but serious issues if the basics are missed

  19. WHY? Google have already shown us what pages and websites they find most relevant (we just need to find the reasons)

  20. INCREASE CONTENT PRODUCTION 77% Of marketers will increase content production in the next 12 months YES NO 23% 77% http://www.slideshare.net/hschulze/b2b-content- marketing-report-40688285

  21. HOW TO – Analysing Text 1. http://textalyser.net/ 2. Put in your competitors URL's (that are already ranking) 3. Benchmark keyword density against the top 10 4. Benchmark content length against the top 10 5. ALWAYS sit at the lower end of the 'density' within the rankings

  22. HOW TO – Structure 1. http://www.browseo.net/ 2. Open your competitors URL's (that are already ranking) 3. Review the heading text 4. Review image alt tags 5. Review amount of images 6. Review content structure

  23. IDEA If data is inconclusive, expand your search to websites also ranking for closely related keywords

  24. ON-PAGE Mastering internal and external links from you content

  25. × EXTERNAL: Further reading and authorities × INTERNAL: Promoting our pages for keyword targeting

  26. Business owners hate the thought of loosing traffic by linking out to other sites or navigating visitors to pages that do not produce money - so, we can build our authority from this

  27. WHY? Expresses depth of knowledge and associates your content with authoritative networks

  28. 67% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago http://www.demandgenreport.com/industry- resources/research/3141-2015-content-preferences- survey-buyers-value-content-packages-interactive- content-.html

  29. HOW TO – Books/Author 1. http://www.amazon.com/ 2. Filter by amount of 'Reviews’ 3. Use books in informational categories 4. Select only paperback / hard cover (no Kindle) 5. Find books with ‘Look inside’ option 6. Reference Quotes / Authors / Books / etc 7. NOTE: Can also use Google Books, if needed Place your screenshot here

  30. HOW TO – Industry Expert 1. http://www.google.com/ 2. Search Operator: [keyword] + inurl:blog 3. Ignore all ranking competitors 4. Reference highly valuable blogs

  31. HOW TO – Research PAPER 1. https://en.wikipedia.org/ 2. Search your keyword / search term 3. Scroll to references section 4. Find any research papers, government funded research, etc 5. NOTE: If you cannot find, look on other relative wikipediapages

  32. HOW TO – Authorities 1. http://www.google.com/ 2. Search Operator:[keyword] + site:.gov 3. Search Operator: [keyword] + site:.org 4. Search Operator: [keyword] + site:.edu 5. Ignore all ranking competitors 6. Reference highly valuable blogs

  33. NOTE We typically have 7 links in our content: • 3 Internal Links • 4 External Links

  34. IDEA Always try to reference location / country relative websites

  35. IDEA Do not only link out to the same pages. Use synonyms, semantic phrases, entities, etc to expand your search

  36. SEMANTIC Crafting phrases for better interpretation

  37. Search engines look into the real meaning of words within a search, when they are placed together Example Search: REDSKIN × American Indian × Football Team × Sunburn × Lollies

  38. SEO’s using their OWN experience and interpretation of a keyword to create Semantic Phrases, instead of data backed research

  39. WHY? If search engines misinterpret the real meaning of the your keywords, you will never rank to the website and contents full potential

  40. Search engines look into the real meaning of words within a search, when they are placed together Example Search: REDSKIN × American Indian × Football Team × Sunburn × Lollies

  41. HOW TO – LSI Research 1. Latent semantic index (finding relationships between terms) 2. http://lsigraph.com/ 3. or http://semantic-link.com/ 4. Enter your keyword / phrase 5. List words and phrases that consistently appear 6. NOTE: Focus on phrases that support your keywords

  42. HOW TO – WikipEdia 1. https://en.wikipedia.org/ 2. Search your keyword / phrase 3. Open the keyword 4. Scroll to the bottom of the page to the “Related Links box” 5. NOTE: If these do not appear, look at 'pages linking to this page to help

  43. HOW TO – Keyword Plan 1. https://adwords.google.com/Keyword Planner 2. Select “Search for new keywords” 3. Input and search your keyword / phrases 4. Look for keywords that can be interpreted the same as your keyword

  44. IDEA Want to get serious about Semantic Phrases? http://searchwilderness.c om/semantic-keyword- research/

  45. WORD Substitute, replacement, alternative, stand-in content

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