SEO and Content Marketing with WordPress
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The document discusses the essentials of SEO and content marketing, particularly in the context of WordPress. It covers on-site and off-site SEO strategies, the importance of original content, and the rise of content marketing as a process that requires strategy and audience engagement. Additionally, it emphasizes the significance of identifying keywords and targeting specific personas to enhance marketing effectiveness.
SEO and Content Marketing with WordPress
- 1. SEO and Content Marketing with WordPress purposive.com (Blog) uniseo.com (SEO & Internet Marketing) redstonex.com (Web Design) Brian Rotsztein WordCamp Montreal 2013 rotsztein.com @brianrotsztein wp@rotsztein.com
- 3. SEO On-site SEO Off-site SEO Inbound Links Social Signals Content Code Layout Links (Internal & External)
- 4. On-site SEO Essentials Header Tags Insert keywords H1: Use Once Also use H2, H3 Content Original & Unique ALT Tags on images Permalinks Keep it simple Insert keywords Title Tag Insert Up to 8 keywords per page Description Meta Tag 1-2 Sentences (Hidden) Internal Links Use keywords in anchor text
- 6. I Could Talk to You About These SEO Items… Font Size Content Freshness Webpage Coding Navigation Menus Over Optimization Penalties Keyword Stuffing Doorway Pages Googlebombs Web Spam Domain Hijacking Use of Keywords Google Algorithm Updates Domain Name Extensions Link Acquisition Speed …and on and on and on… But I won’t because if you can successfully implement the on-site SEO basics, you’ll have at least some success! 200s 301s 404s Domain Age Link Freshness Canonical Links SERP Clicks Hosting Location Intuitive Website Structure Topic & Theme Relevance Server Reliability JavaScript Link Stability Website Size Keyword Density
- 8. There’s a Problem… Simple Linking is Not Enough Anymore
- 12. What is Content Marketing? Objectives Brand Awareness Customer Acquisition Lead Generation Customer Retention Thought Leadership Engagement Website Traffic Sales The creation and distribution of useful and valuable content that is used to reach a targeted group with specific objectives.
- 13. In Content Marketing, the Content IS the Ad (Not to be confused with the content of your ad)
- 14. Content marketing is a process, not an end point. It takes brainpower, creativity and time. (Which is why most companies will fail at it.)
- 15. Authorship Author Rank (Google+) Credibility Subject Matter Expert Personal Branding Longevity Inbound Link Inbound Link Link Building vs. Content Marketing
- 16. Content Marketing is NOT New
- 17. “3 Ways to Kill Buffalo” Published on Cave Walls The Original Content Marketers: Early Humans!
- 18. Content Marketing in the 80s: Hasbro Used Cartoons & Comics To Sell More Toys
- 21. Coca-Cola 2020 Interactive Story Telling
- 22. Google is the World’s Most Powerful Content Distribution Engine
- 25. Possible Objectives with Content Marketing Newsletter Sign-up Set up an Appointment Buy Your Item Register for a ClassTry Your Recipe Provide an Estimate
- 26. SEO Identify Keywords Content Marketing Identify Keywords AND Anticipate Consumer Needs
- 27. First, You Need to Brainstorm (with Mind Maps) Keywords Personas
- 28. Keyword (Services) Mind Map
- 29. Persona Mind Map (Target Market Demographics) Persona Characteristics Needs Wants Personal Interests Business Interests Location Age Gender Job Education Level Experience Level Marital Status Ask: What is the Client’s Issue to Be Resolved? Target a specific audience Segment by way of personas
- 30. Connect Keywords to Personas
- 31. Personas (Simplified) Large Architecture Corporation Needs: More B2B clients Keywords: SEO & PPC Consultation Tech Start-up Needs: Wants to Get the Word Out Keywords: Social Media Marketing Small Business Needs: Chefs Want to Sell Food Online Keywords: Ecommerce Website Plastic Surgeon (Business Professional) Needs: Wants to Promote Practice Online Keywords: SEO Web Design, Mobile Website, … Content Marketing Example: Write content combining the importance of mobile websites for plastic surgeons.
- 33. Where to Mind Map! Plugins to Consider Mindmeister Shortcode FreeMind WP Browser Websites to Consider Mindmeister.com (PC) MindNode (Mac)
- 34. The Content
- 35. This is not content. It’s crap.
- 37. How many SEO copywriters does it take to change a lightbulb, light bulb, light fixture, lamp, halogen light? SEO & Content Marketing You’re Doing it Wrong
- 38. Prove That Your Content is: Useful Educational Entertaining Worth Consuming Do You Practice Effective Content Marketing?
- 39. Duplicate Content is Evil. Don’t Go There.
- 40. Instead of Duplicating Content, Repurpose it! Give Presentation Write Blog PostPost Slides
- 41. The Social Secret Behind…
- 42. Crowdsourcing Get ideas or content by asking your target audience online, rather than from traditional sources. This is your target audience. Ask them what they want!
- 43. Crowdsource For Ideas & Content! Plugins to Consider Poll Daddy Guest Posts CommentLuv Why Crowdsource? Target audience becomes invested so they try harder for a successful outcome Get novel ideas Get diverse ideas Get people excited for the outcome Get a bottom-up persona to see what’s important to them (vs. top-down from brainstorming) Get customers, prospects, followers involved
- 45. What To Publish Write a “How To” Write a Review Identify a Trend (Use Google Trends or Twitter #Trends) Compare 2 Trends and Write about it Write About Ideas from Your Blog Comments Weekly Roundups Curate a Top 10 List (e.g., 10 Best Posts on XYZ, 10 Industry Leaders to Follow) Ask Clients About Their Challenges and Summarize Them Collate Items (e.g., 10 Quotes by Someone Famous) “Best of” Posts Create a Checklist Interview Subject Matter Experts Curate the Opinions of Experts on a Hot Topic Create a Top 10 List Write a Detailed Price Guide Run a “Q & A” Series About Products Mix it Up! Combinations of the Above Full List on Purposive.com
- 46. What To Publish (More!) Company/Brand News Admit Something to the World Bring to Light an Overlooked Idea from a Recent White Paper Explain a Complex Idea with a Relatable Scenario Combine a Celebrity Name/Pop Culture with a Topic (e.g., What Star Trek Can Teach You About Business) Create a Standard for Evaluation Create an Infographic Run a Google+ Hangout (and Auto-publish it on YouTube) Feature a Product in Detail Share a Chart on Pinterest Talk About Other Experts (and Tell Them You Did!) Get Perspectives from a Group of Executives Write About What You Learned from Your Failures Write a Guide (Or a Beginner’s Guide) Discuss Poll Results Create an Online Magazine Full List on Purposive.com
- 48. Spread Content Across Your Website Plugins to Consider nrelate Related Content Better Related Posts YARPP (Yet Another Related Posts Plugin) WP-Thumbie SimpleReach Slide nrelate Flyout SEO Smart Links Custom Sidebars You Might Enjoy These Articles: The SEO Linking Checklist Special Report: SEO for 2012
- 49. Content Distribution (Spread Content On Other Websites) Plugins to Consider Cross-Promotion Content Recommendations by Engageya Outbrain Editorial Assistant by Zemanta Easy Tynt { From Your Website Related Website {
- 50. Content Marketing Can Reinvigorate Blogging!
- 51. Guest Posts
- 53. How to Guest Post with a Purpose Decide What You Want to Write About Find Relevant Websites Make Sure Those Websites Have Guest Posting Opportunities
- 54. How to Find Guest Posting Opportunities Websites to Consider MyBlogGuest.com BlogDash.com BlogSynergy.com GuestBlogGenius.com GroupHigh.com Search for Terms Like These “Guest Post Guidelines” “Guest Contributors” “Write for Us” “Contributor Guidelines” “Writers Wanted” “Guest Posting Rules”
- 55. Do Your Research! Look for Signs of Activity! Compare General Traffic Trends (Alexa.com, Compete.com) Who Currently Writes for the Site? Assess Article Quality Look at Social Media Shares Are People Commenting? Examine Inbound Links (OpenSiteExplorer.org)
- 56. Look for a Sign Showing They Want You Do They Give Contributors: A Link Back? Profile Page? Author Box (Byline)?
- 57. Submit! Follow the Contributor Guidelines / Instructions Confirm That Your Material Fits (Your Article Should Match the Blog's Readership) Submit Your Article How to
- 58. Wait and Wait…
- 59. Content Calendar Plugins to Consider Editorial Calendar WP Project Manager CollabPress Keep Track of Publications, Submissions and Rejections
- 60. Accepting Guest Posts on Your Blog (or Online Magazine) Show That You Care! Frustrating Potential Guest Posters
- 61. Enhance Contributor Visibility Real Profile Photo (Not a stock photo!) Build CredibilityReal Name Persuasion Call to Action Contact Info Social Media Profiles Plugins to Consider Custom About Author Edit Author Slug Author Sure (Useful for Google+ Author Rank as well)
- 64. Incentive with Badges For Contributors
- 65. Social Signals
- 66. Social Media Optimization (SMO) SEO Social Media SMO SMO: Use Social Signals (from Google’s Perspective) to Improve Visibility
- 67. Don’t Rush to Join Every Social Media Network
- 68. Social Sharing Plugins to Consider Trackable Social Share Icons Word Count & Social Shares
- 69. “Shareworthiness” Industry Specific Catchy Titles Topic Powerful Images Novelty & Originality EducationalEffective Videos Trending News Stories Entertaining Time Sensitivity Audience Relevance Message Clarity Blog Posts & Status Updates
- 70. Tracking Plugins to Consider Crazy Egg Heatmap Tracking Site-Sonar Woopra Analytics Google Analytics for WordPress Google Analytics Dashboard
- 73. Countries by Colour “Cheaper” Breaking Bad Drinking Game Search Box Banner Labels
- 74. Workshops & Seminars Visit: www.uniseo.com/training • WordPress • Social Media for Business • SEO • … and 20 More Exciting Topics!
- 75. SEO and Content Marketing with WordPress purposive.com (Blog) uniseo.com (SEO & Internet Marketing) redstonex.com (Web Design) Brian Rotsztein WordCamp Montreal 2013 rotsztein.com (The Hub!) @brianrotsztein (Twitter) wp@rotsztein.com
Editor's Notes
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