Using SEO to Achieve your Content Goals by @aleyda at #ConfabMN

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Making the Most Out of SEO to Achieve Your Content Goals#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshell0 confab! Im so happy to be here#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsIM ALEYDA SOLIS , INTERNATIONAL SEO +7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS FOUNDER OF @ORAINTI & CO-FOUNDER @TRIBALYTICS WHOS THIS SEO AMONG SO MANY CONTENT SPECIALISTS?#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticslets talk about seo#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsits not this. this is simply spam.#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsits BETTER visibility by improving relevance & popularityRelevance popularity#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsconnecting search audience interest with business offer#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswhich is done with web content#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsseo needs relevant, original & compelling content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics1. content relevance is a key SEO RANKING factor#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/google makes it clear in their quality guidelines#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticssupport.google.com/webmasters/answer/35769?hl=en#1https://support.google.com/webmasters/answer/35769?hl=en#1penalizes those sites that dont comply with them#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticssupport.google.com/webmasters/answer/2721306support.google.com/webmasters/answer/2721312https://support.google.com/webmasters/answer/2721306https://support.google.com/webmasters/answer/2721312*OUCH*#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsblog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/http://blog.searchmetrics.com/us/2011/10/11/also-google-thought-that-panda-2-5-was-a-bit-too-much/and its evolving their algorithm with semantic features#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsinsidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html/tools/customer-journey-to-online-purchase.htmlhttp://insidesearch.blogspot.com/2013/09/fifteen-years-onand-were-just-getting.html2. COMPELLING CONTENT ATTRACTS links, citations, shares#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswhich increases a page popularity and rankingS#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsbecause all of this, content is the SEO king#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsups! sorry. I meant A good king.#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsbut how can seo help content?#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsBY CREATING SYNERGY TO ACHIEVE SHARED business GOALS#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsin the age of the multi-channel customer journey#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.htmlhttp://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.htmlCONTENT is the common DRIVER#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsto sell#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsto educate#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsto grow your community#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsto support your customers#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsto build your reputation#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsTO COMMUNICATE YOUR NEWS#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswhich are part of your content goals too#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshere are a couple of ways seo CAN HELP you TO achieve them#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsidentifying your search audience needs1.#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsto create content that connects with your audience#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticspage 1 page 2hometopics that your audience search about your business & industrycontent type & format that your audience will love & endorseyour siteAN SEO TARGETED KEYWORD RESEARCH WILL GIVE ANSWERSContent Demand in search enginesContent supply in your website#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsto identify current content with search audience demandContent Demand in search enginesContent supply in your websiteYOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMAND#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsand the non-fulfilled demand of your search audienceContent Demand in search enginesContent supply in your websiteYOUR CURRENT CONTENT WITH SEARCH AUDIENCE DEMANDLETS IDENTIFY THAT NON-FULFILLED DEMAND WITH A KEYWORD RESEARCH#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsapplying search behavior, business & content criteriarelevance & intentsearch volume, seasonality & competitioncurrent rankings & content existenceindustry keyword suggestionscompetitors keywords performancecurrent keywords & content performancebusiness goals, volume & profitabilityyour prioritized keywords and topics#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics1. start by getting keywords & PHRASES suggestionstools.seochat.com/tools/related-keywords-tool/ www.merlinox.com/suggest/index-en.php#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://tools.seochat.com/tools/related-keywords-tool/http://www.merlinox.com/suggest/index-en.phplook for modifiers MATCHING customer journey & personas#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics!!review tips guide news informationalproducts+brandstopics!!buy reserve purchase register transactional+productsbrandstopicsand 2. identify their search volume & seasonalityseasonalitykeywords search volume and ideasadwords.google.com/KeywordPlanner#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttps://adwords.google.com/KeywordPlanner3. validate the initial data with additional toolsseasonalitykeywords search volume and ideaswww.semrush.com/#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://www.semrush.com/4. expand it with those of your competitorscompetitors keywords, search volume and seasonalitywww.semrush.com/#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://www.semrush.com/5. see which search vertical gives more trafficwww.similarweb.com/#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://www.similarweb.com/6. check your linked content, rankings & organic traffic http://www.google.com/analytics/www.google.com/webmasters/tools/#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.opensiteexplorer.org/https://www.google.com/webmasters/tools/http://www.opensiteexplorer.org/avoiding not provided focusing on pages & not keywordshttp://www.google.com/analytics/www.google.com/analytics/ www.google.com/webmasters/tools/#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://www.google.com/analytics/https://www.google.com/webmasters/tools/7. SET ALERTS TO monitor & leverage NEW contenT TRENDS#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.talkwalker.com/alerts www.google.com/trends/hottrendshttp://www.talkwalker.com/alertshttp://www.google.com/trends/hottrendsyou can now consolidate all the gathered keyword data#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsand prioritize by relevance, intent & search volume #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics8. check your current rankings for these keywords#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics9. finally, verify their competition levelcompetition levelresults formatmoz.com/tools/keyword-difficulty#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://moz.com/tools/keyword-difficultywhich will provide the additional information you need#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsto identify the keywords with the specified criteria#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics!!Relevance search volume competition seasonality intent!!existence format rankingstrafficconversionsINDUSTRY behavior current content!!VOLUME PROFITABILITYbusiness offeringContent Demand in search enginesContent supply in your websitethat will target the unfulfilled search audience needs#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsContent Demand in search enginesContent supply in your websitewith your web content areas, types & formats#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsits now time to improve this content visibility#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsgiving your content search visibility & conversions2.#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticslets start by checking googles current search results#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsthe standardized 10 links results days are overhttp://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswe now have PERSONALIZED & multi-device resultshttp://www.google.com/webmasters/tools/richsnippets#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticspersonalizedlocal results with map, carrousel & reviewslocal carrouselbusiness reviewsmapsauthorship#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsanswer box, images, news, authorship & knowledge graphnewsimagesanswer boxauthorshipknowledge graph#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsvideo, recipe with ratings resultsauthorshiprecipe w/ ratingsvideo#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsproducts with reviewsauthorshipproduct w/ reviews#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsand more! check-out this dr. petes presentation www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-rankingits not just about rankings anymore, but visibility#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshow to stand out & make the most out of these?#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsimproving relevance & search-friendliness of contentmap keywords with web architectureidentify content type & format to target each topicoptimize content (pages, images, videos) for their targeted keywordsuse structured markup to give a meaning to your contentverify that your content is correctly seen by search enginesmake sure your content is correctly shown in mobile devicesfacilitate your content share-abilityBETTER SEARCH VISIBILITYx#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalytics1. map your keywords with your web content areascommunityproduct category 2learning centereventshomeproduct 1aproduct 1bproduct n1product n2category acategoty bblogproduct category 1product category n#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsand the content types & formats to develop or optimizewww.distilled.net/blog/the-content-matrix/https://www.distilled.net/blog/the-content-matrix/its key to avoid lack of targeted relevance#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsgood implementation of parallax for seobad implementation of parallax for seoand minimize content cannibalization issuescommunityproduct category 2learning centereventshomeproduct 1bproduct n2category acategoty bblogproduct category 1product category ntargeting query Aproduct 1aproduct n1targeting query a=#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsits ok - targeting different modifiers that google identifies as relevant for this querythat makes google to not choose the best page to rankcommunityproduct category 2learning centereventshomeproduct 1bproduct n2category acategoty bblogproduct category 1product category n#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsthis is not oka question page from the community q&a is not the best for this transactional queryproduct 1aproduct n1=targeting query A targeting query ause siteliner to check internal content duplication ISSUES#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.siteliner.com/http://www.siteliner.com/2. optimize pages relevance towards their targeted terms#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsfeaturE them in key areas & elements of your pages#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsmeta descriptionheadingstitlebody textimagesurlkeywords, topics or phrases invideosand facilitate their shareability #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsuse embed codes besides share buttons#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.siegemedia.com/embed-code-generator philnottingham.com/tools/video-embed-link-generator/http://www.siegemedia.com/embed-code-generatorhttp://philnottingham.com/tools/video-embed-link-generator/3. OPTIMIZE YOUR images relevance#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticssurrounding textalt descriptionfile nameoptimize with the targeted termsand your videos relevance TOO#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticstitlefile nameoptimize with the targeted termscaption or surrounding text4. check how google (vs. your users) see your content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.browseo.net https://support.google.com/webmasters/answer/66355?hl=enhttp://www.browseo.net/https://support.google.com/webmasters/answer/66355?hl=enand how your mobile users visualize it with an emulator #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsmobilephoneemulator.com/ www.opera.com/developer/mobile-emulatorhttp://mobilephoneemulator.com//developer/mobile-emulatorhttp://www.opera.com/developer/mobile-emulatorif you require registration, balance your approach#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsregistration requirement to see more. be careful with the implementation to avoid cloaking.visible content to users & search engines, enough to give relevance to the page remember your page body needs relevant content #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttp://youtu.be/8DNzUWgHtKchttp://youtu.be/8DNzUWgHtKc5. make the most out of the title, meta description & url#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticstitlegood poormeta descriptionurlfairBegin with targeted term ~ 55 characters for desktop & ~ 60 for mobiledescriptive and attractive expanding title, inviting users to click ~150 characters for desktop & ~115 characters for mobileshort & descriptivetargeted terms in urluse the seochat meta tag generator to preview them#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticstools.seochat.com/tools/metatags-google-preview/http://tools.seochat.com/tools/metatags-google-preview/and a user agent switcher in your browser to verify them#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsipad iphonebit.ly/snifferfirefox bit.ly/snifferchromehttp://bit.ly/snifferfirefoxhttp://bit.ly/snifferchrome6. give a meaning to your content with structured data#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticssupport.google.com/webmasters/answer/99170?hl=en schema.orghttps://support.google.com/webmasters/answer/99170?hl=enhttp://schema.org/#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsand enhance your search results with rich-snippetsuse structured data & schema tools to generate them#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.google.com/webmasters/markup-helper/tools.seochat.com/category/schema-generatorshttps://www.google.com/webmasters/markup-helper/http://tools.seochat.com/category/schema-generatorsand the structured data testing tool to check its usage#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.google.com/webmasters/tools/richsnippetshttp://www.google.com/webmasters/tools/richsnippets7. use the authorship & publisher tags for more visibility#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticssupport.google.com/webmasters/answer/1408986https://support.google.com/webmasters/answer/1408986and set the markup for the in-depth articles feature#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticssupport.google.com/webmasters/answer/3280182?hl=enhttps://support.google.com/webmasters/answer/3280182?hl=enalong a google+ page for you & your business#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.google.com/insidesearch/features/authorship/http://www.google.com/insidesearch/features/authorship/8. if a news site, optimize & submit for google news too#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticssupport.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205YOULL NEED TECHNICAL SUPPORT for thishttps://support.google.com/news/publisher/answer/40787?hl=en#ts=3179198,3179239,3179205maximizing every search opportunity for your content#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsUGH, BUT ALL THIS IS SO MUCH WORK!#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsoh please! we havent even gone technicalyou can support yourself with an on-page SEO grader#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticswww.google.com/webmasters/tools/richsnippetshttp://www.google.com/webmasters/tools/richsnippetsor USE SEO CRAWLERS TO do large SCALE analysis#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshave the perfectly optimized page as a reference too#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsmoz.com/blog/visual-guide-to-keyword-targeting-onpage-optimizationhttp://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimizationstart collaborating with the seo team too (your new bff) #seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsit will be particularly handy for technical optimizationfinally, always monitor your content search performance#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsorganic search conversionsexternal links & shares organic search trafficorganic search rankings & visibilityadditional tools that can help to track itthis will serve to evolve your content over time#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticsits an iterative & incremental processnow youre ready to use seo to achieve your content goals#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticslets go!you can also ask me about seo later in twitter! Just Follow me @aleydathanks! do you have questions?#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttps://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/gordontarpley/13442033023/ https://www.flickr.com/photos/lens-cap/6923275818/ https://www.flickr.com/photos/st3f4n/4171756453/https://www.flickr.com/photos/scottiet812/2918178633/https://www.flickr.com/photos/cipherswarm/5405595165/https://www.flickr.com/photos/mrtopf/4074083883/https://www.flickr.com/photos/69125796@N00/7420991330/https://www.flickr.com/photos/jdhancock/5845280258/ https://www.flickr.com/photos/lens-cap/12335354515/ https://www.flickr.com/photos/huguesndelafleche/7180733937/ https://www.flickr.com/photos/brizzlebornandbred/9175200216/IMAGES featured UNDER CREATIVE COMMONShttp://www.flickr.com/photos/bfishadow/3591117493/ http://www.flickr.com/photos/kwl/3408969036/ https://www.flickr.com/photos/kwl/3346188435/ https://www.flickr.com/photos/han_shot_first/8065610332/ https://www.flickr.com/photos/trustypics/5416859444/ https://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/legofenris/4563478042/ http://www.flickr.com/photos/st3f4n/4482211416/ https://www.flickr.com/photos/kalexanderson/5592994934/ https://www.flickr.com/photos/matthewpaulson/7820480682/ https://www.flickr.com/photos/donsolo/2765213316/ https://www.flickr.com/photos/lens-cap/10718593294/#seoforcontent AT #confabmn by @aleyda from @orainti + @tribalyticshttps://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/gordontarpley/13442033023/https://www.flickr.com/photos/lens-cap/6923275818/https://www.flickr.com/photos/st3f4n/4171756453/https://www.flickr.com/photos/scottiet812/2918178633/https://www.flickr.com/photos/cipherswarm/5405595165/https://www.flickr.com/photos/mrtopf/4074083883/https://www.flickr.com/photos/69125796@N00/7420991330/https://www.flickr.com/photos/jdhancock/5845280258/https://www.flickr.com/photos/lens-cap/12335354515/https://www.flickr.com/photos/huguesndelafleche/7180733937/https://www.flickr.com/photos/brizzlebornandbred/9175200216/http://www.flickr.com/photos/bfishadow/3591117493/http://www.flickr.com/photos/kwl/3408969036/https://www.flickr.com/photos/kwl/3346188435/https://www.flickr.com/photos/han_shot_first/8065610332/https://www.flickr.com/photos/trustypics/5416859444/https://www.flickr.com/photos/maggiew/6121978180/https://www.flickr.com/photos/legofenris/4563478042/http://www.flickr.com/photos/st3f4n/4482211416/https://www.flickr.com/photos/kalexanderson/5592994934/https://www.flickr.com/photos/matthewpaulson/7820480682/https://www.flickr.com/photos/donsolo/2765213316/https://www.flickr.com/photos/lens-cap/10718593294/