WordCamp Kuala Lumpur 2019

Content Strategies For
Lead Generation And SEO
ivan so

My bio
● 15 years of experience of SEO and WordPress
● Built 50 sites to test SEO
● Built over 350 WordPress & WooCommerce sites for clients
● Co-organiser of Hong Kong WordPress meetup
● Lead organiser of Hong Kong WordCamp 2019
● Digital consultant & corporate trainer
● 3 times Amazon best sellers

Today’s
cover
This is the content strategy framework
that I use to generate income for my
agency as well as my clients.
Content multiplication strategy to
leverage from 1 source of content to be
across 5 channels
Lead generation concepts and how to
implement with SEO and other
marketing channels

Content multiplication
strategy to leverage from
1 source of content to be
across 5 channels

The purpose of content
multiplication strategy is
to increase reach.

The 1-to-5 content multiplication strategy
video
facebook
youtube
linkedin
Youtube to
mp3
Transcribe
(fiverr / rev)
Blog post
(WordPress)
Apple podcast /
google podcast /
spotify podcast
anchor.fm
1
2
3
4
5

All you need is to shoot one video in an efficient way

This is the self
made video quality
with those tools

Lead generation concepts
WordPress has plenty of plugin to make
landing page easier

Lead Generation
Page
The sole purpose of the page is to
collect information that will allow you
to market to and connect with the
prospect at a subsequent time. As
such, a lead capture page will
contain a form along with a
description of what you’ll get in return
for submitting your personal data.

Traffic is important
but most crucial is
Conversion
You have to get people to visit
the site or page you're directing
them to. You may get tons of
traffic but it does not mean you’re
doing well. Unless you can
capture some lead and convert
them into your customers
eventually.

Traffic is
important but
most crucial is
Conversion
Conversion means persuading the
reader to do the thing you want them to
do, whether that's to buy a product from
your online store, download your case
study in exchange for his email address
or to call you to set up a consultation.
Your end goal isn't traffic. It's sales!
Without sales, you'll be out of business,
regardless of how much traffic you have.
So define your goal of the landing page.

How do you attract
users to submit their
personal information?

The Short Answer:
Free giveaways that
are useful, valuable
or funny.

8 types of
giveaway
● Ebook or whitepaper
● Webinar registration
● Consultation for professional
services
● Discount coupon/voucher
● Contest entry
● Free trial
● A physical gift (via direct mail)
● Notification of a future product
launch

There are few ways you could collect
from users beside email

Other ways
● Edm (1,472)
● Web push (185)
● Facebook chatbot
subscribers (311)

How to implement with SEO
and other marketing channels?
WordPress makes SEO so easy
to setup

SEO in simple term
Relevancy (keywords)
and
Popularity (Links)

Ranking signal
200+ ranking signal
(Year 2010)

Desktop
SERP
● Title
● Link
● Description
● Sitelink

Mobile SERP
● Favicon
● Link
● Title
● Description
● Sitelink

User browsing device:
70% Mobile
VS
30% Desktop / Tablet

Meta keywords
Google
Google saw the meta keywords tag being abused. They officially confirmed in
2009 that they didn’t use them. In that blog, they also stated they already started
disregarding the meta keywords many years before 2009.
Yahoo
In October of that same year, 2009, at SMX East, Yahoo! announced they no
longer use the meta keywords tag anymore either. This turned out to be not
entirely true, as they do index them, but they won’t help you one bit.

Meta
keywords
Bing
Bing also stated in 2014:
“Today, it’s pretty clear the meta keyword tag is
dead in terms of SEO value. Sure, it might have
value for contextual ad systems or serve as a
signal to bots plying the web looking for topics to
target, but as far as search goes, that tag flat lined
years ago as a booster.”
Earlier, they even implied that using them – the
wrong way – could work against you, because it’s
rather seen as a spam signal than a ranking
signal.

Google core algorithm updates
1. Panda (low content farm)
Launch date: February 24, 2011
2. Penguin (black-hat SEO)
Launch date: April 24, 2012
3. Hummingbird (queries base)
Launch date: August 22, 2013
4. Pigeon (local listing)
Launch date: July 24, 2014 (US);
5. Mobile
Launch date: April 21, 2015
6. RankBrain
Launch date: October 26, 2015
7. Possum (local listing)
Launch date: September 1, 2016
8. Fred (black-hat SEO)
Launch date: March 8, 2017

How do I know Google can
find my website yet?

Google crawl => index => optimize

1.Keyword (content)
2.Backlink
3.UX (rankbrain)

Do you know what users search?
What is their search intention?

Search intent
● Informational
● Commercial
● Navigational
● Transactional

How do we
perform a keyword
research exercise?

Are more articles & more
frequent content updates
better for SEO?

Content length and
SEO rank correlation

How to write a long form content?
● Table of content (it is useful as sitelink in google)
● Same keyword set content should write / amend on
the same post instead of new page
● Google mostly is showing 1 of your web page as
search result rather than multiple web page

1. www.domain.com/page
2. www.domain.com/page.html

1. www.domain.com/this_is_a_page
2. www.domain.com/this-is-a-page

CTR (click through rate)
checking tool

What are the elements
for higher CTR title?

Use Brackets
In Your Title
Tag (study by
Hubspot)

WordPress blogging plugin for better
SEO & sitelink

(1)10,000 words article
(2)Silo pages setting

Silo page
96 blog posts
Before: https://www.hdcourse.com/amp-vs-mobile-page/
After: https://www.hdcourse.com/wordpress/amp-vs-mobile-page/
Solution:
(1) Include category in the URL; (2) 301 redirection.

Thanks for listening. Q&A.
Email: ivan@hdcourse.com
Website: https://www.hdcourse.com
Facebook: https://www.facebook.com/ivansopage
WordPress: https://profiles.wordpress.org/cyis100/

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