GSU - SEO & content strategy
•
1 like•712 views
This document provides an overview of content strategy and the SEO process. It discusses communications theory and models, writing for SEO, establishing SEO objectives and strategies. It then outlines the stages of SEO execution including keyword discovery, on-site and off-site implementation, ongoing maintenance. Each stage is broken down into the specific activities involved like analytics setup, link building, and lead generation funnel analysis. The document emphasizes the importance of collaborative, two-way communication and aligning content and SEO goals with marketing objectives.
Report
Share
GSU - SEO & content strategy
- 1. Content Strategy & SEO Process Jake Aull, GSU Social Media Marketing Course September 2011
- 2. Intro… • http://www.salesdnaltd.com/blog/what-was-it-you-wanted-to-sell-me/ • http://prezi.com/c8ppuxcwvolu/intro-to-seo-meets-some/ • T.O.C. – Communications & Theory – Writing Mechanics – Web Marketing & SEO Objectives – SEO Strategy & Plan – SEO Stages of Execution – SEO Details – Breakdown of Stages – Review
- 3. Communications Models & Theory
- 4. Content Collaboration • Audience involvement is highest when they "Join" communications: http://socmedgsucourse.files.wordpress.com/2010/10/mgmtcomm-ch3audanalysis.jpg
- 5. Communications Models • Broadcast (eyeballs; passive) vs two way collaborative communication (engagement; active) • Talk to me vs. talk with me • People want collaboration • American Idol mobile voting blew away predictions. • Canceled TV shows brought back due to viewer social media communications and demand
- 6. Communications Models • Writing for SEO - Writing for search engines vs. writing for readers - Latent Semantic Content - Facebook recommended sources and Google blocks • IMC (integrated mktg)
- 7. Content & Communities Here's the Zen of it - social media content progression evolves in a circle. My recommended stages: • Listening (starting point: social sphere research and observation of your industry) • Answers (your responses to industry questions across the social media sphere) • Discussions (often on others' communities) • Shared Stories (with reader response) • Whole, Themed Communities (you built it, they came) • Customer-Driven Wikis and Communities (about your brand) • Monitoring and Answering (back to start: the cycle begins again)
- 8. Communications Models • Legacy business similarities vs. Web 2.0 models: http://socmedgsucourse.files.wordpress.com/2010/10/legacy-vs-web2biz1a.png
- 9. Communications & Honesty • The global village? • I leave a community, come back; people react to me as if I never left? • Negativity in blogging, commenting, and how to respond – iPhone and AT&T – AT&T today
- 10. Bad Examples
- 11. Bad Examples
- 12. Communications & Honesty • The future of stealth marketing bloggers (does the public just accept this as part of blogosphere? Or keep fighting and whistleblowing? Class thoughts?)? • “If you heard information about a company from each of these sources, how credible would it be?: A person like yourself 60%; An academic 54%; Financial or industry analyst 56%; Regular employee of a company 43%; CEO of a company 23%; Government official or regulator 21%; Blogger 11%.” (“The Social Pulpit: Barack Obama’s Social Media Toolkit”. Edelman. 2008, p. 6. http://blog.guykawasaki.com/OBAMA%20SNA%20Strategic_1.pdf )
- 13. Communications & Honesty • Wikileaks; “Apple Removes WikiLeaks App From App Store” (TechCrunch article; source in Recommended Sources blog page) • Are social media channels just as susceptible to spam? – Twitter blocking – Future of spam & social media; does history repeat itself?
- 15. Writing & Keywords • Web page titles and relevant copy (latent semantic content) – You can search for your blog phrase in search engine… • Web writing with keywords – Writing for audience or writing for search engines? – Tone and positiveness – Stealth marketing (reference case study) • The traditional marketing funnel (eyeballs>>awareness>>consideration>>preference>>action>>loyalty>>buyers; from Groundswell) • Clickstream and customer journey • “Blogging” in the lost center of the funnel (consideration>>preference>>action) • Keyword funnels
- 16. Twitter/HootSuite review • RTs/options • List Twitter pgs for follow – Paper.li • Hash tags – #FF, #MM, d, RT, etc. – Hash tags as keywords • Optimize keywords in Twitter profile descriptions • URL shorteners and ht.ly
- 17. Web Marketing & SEO Objectives
- 18. SEO (& PPC) Objectivies - Page rank - Top/first page results goals - PPC and first-page real estate - PPC or SEM? - Groundswell case for blog advertising ROI
- 20. SEO Strategy & Plan
- 22. Keyword Discovery & Content Strategy • PROBLEMS TO SOLVE: • BENEFITS: – Why should customers visit our site or buy our product? • WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT? – Tone of copy: • MARKETING/DIGITAL STRATEGY: – Existing: – Proposed: • POSITIONING STATEMENT OR USP:
- 23. Customer Targeting & Journey • TARGET AUDIENCE: – CURRENT TARGET CUSTOMER BELIEF – CURRENT TARGET CUSTOMER CLICKING/BUYING BEHAVIOR – DESIRED FUTURE CUSTOMER BELIEF – DESIRED FUTURE CUSTOMER CLICKING/BUYING BEHAVIOR • WHY SHOULD CUSTOMER BEHAVE THIS WAY? • TARGET CUSTOMER INSIGHT: • KEYWORDS: – Previous website & competitor keywords – Client list – Post-analysis recommendations
- 24. SEO Web Page Plan
- 25. SEO Stages of Execution
- 26. The Stages of SEO • Strategy & Discovery – Keyword Analysis & discovery – Marketing strategic alignment – SEO plan – Keyword/copywriting plan • Implementation & Programming – Coding keywords & tags – Robot.txt file – Search engine integrations – Analytics integrations & auto-reporting – Geo-local integrations – Google Images, video, etc.
- 27. The Stages of SEO • Off-site Activities – Local directories set-up – Submission to social sites & social search engines – Articles & PR publishing – Obtaining links • Ongoing Maintainance – Reviewing analytics
- 28. SEO Details – Breakdowns of Stages
- 29. Keyword Discovery & Optimization • Content/Inputs: – Client measurement assessment – SEO goals discovery – Client-provided keywords assessed – Content/keyword analysis of past client site – Keyword research, analysis and comparison • Tools: – Pro SEO tools utilized: Google AdWords keyword tool, SEO Book Tools, iSpionage, Open Site Explorer – .xls report downloads, aggregated spreadsheets • Reports/Outputs: – Competitor ranking report • Backlinks – Keyword effectiveness index/ranking reports – Head and long-tail keyword weighting for optimal keywords/phrases – KPIs and measurement plan – SEO/keyword plans
- 30. Website Submissions & Analytics Implementations • Site Integrations & Submissions: – Search engine submissions and verifications (Google, Bing, Yahoo!) – Additional search engine tools implementations (e.g., Google Webmaster tools, Google Analytics) • Analytics: – KPI plan integration – Keyword monitoring set-up (e.g., Google Alerts, SocialMention) – Google analytics set-up – Website auto reports set-up
- 31. Website Development/Programming Aspects – Robots.txt file creation/upload – Sitemap.xml file created for search engines – Maps/geo-local website tools integrations – Website SEO implementation: • title • meta description • meta keywords • H1s/H2s (headlines) • text editing • Anchor links • Image alt tags
- 32. Off-Site Link Building & Brand-Owned • Link Building: – Quality and relevance over quantity – Press release/white paper placement – Social bookmarking (Del.icio.us) – Submission to share sites (e.g., Digg, Technorati) – Search engine local directories/site submissions (e.g., Yahoo! Local, InsiderPages, Yelp, etc.) • Brand-side SEO simplified – Copywriters who know your industry best – Keyword evaluation – Monitoring – Sharing/link building
- 33. Inbound & Social Links for SEO • Inbound web links (a.k.a. backlinks and referrals) are vital. Here's why: – They boost search engine rankings (both for the target website and themselves). – They increase paths to the target - more ways and places for visitors to find the site. – They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines).
- 34. Inbound & Social Links for SEO – Inbound links represent a solid, alternative (to in-site) web metric. They gauge the content value and referral traffic of a site in the online marketplace (especially valuable if there are issues with existing in-site SEO or analytics). – They get shared among web users and multiplicity of network effects occurs.
- 35. SEO Lead-Gen Funnel Analytics
- 36. Review
- 37. Review of Topics • Why does social media change communications models? • How to approach writing in social media… • Why is it important to identify and align marketing and SEO objectives? • How to form SEO Strategy & Plan • What are the major stages of SEO execution?
- 38. Summary The lesson of the 21st century is that people want to be involved and contributing; they want to be “prosumers.” We see it in communications models, product sourcing/R&D, we see it in the success of the social media boom.