content marketing & seo

Content Marketing & Seo Presentation organized by Jacques Surveyer

This meeting discusses the “other side” of WordPress

WordPress is getting ever easier to use and produce excellent content – See WPIDE

But the “other side” of WordPress is careful content creation, website SEO promotion

THIS OTHER SIDE TAKES TIME OFTEN NOT ACCOUNTED FOR

Heather Robertson at Mynah will describe Content Marketing

Robin Macrae will describe SEO Strategies

Content marketing Content Marketing is about making your website content consistently promote your brand and marketplace offerings.

The emphasis is on linking your website content to your Business Strategy

All the content – promotional stories, product/service offering, support and services should fit your broad Business Brand.

In our first tutorial session, Heather Robertson will be showing how WordPress tools help achieve these goals.

SEO-Search Engine Optimization Too often SEO is reduced to keyword analysis and specific page promotion

In fact if you go to the Google or Bing Webmaster guidelines you will see both search engine vendors offer a broad set of web design and delivery best practices

Even more important, Robin Macrae, will show how Strategy can shape SEO and hence your website promotion methods and techniques.

Robin will be demoing the latest SEO methods using Schema.org and advising users that it is easier to do than it looks.

Now A General Statement About SEO

One of the key selling points for Word Press is that it is easy to do website design and development [especially of late with Theme Builders and Page Layout plugins]. But what is not emphasized is that getting your wonderful content read by clients/customers has its own workflow and timing and it takes as long if not more so than creating the original content.

This is what these two presentations are about – maximizing the SEO and promotion of your websites content and overall brand.

All the Cautions about Content marketing & SEO There are dozens of rules about Content Marketing and SEO

◦ Over-branding - Overly promo content deters people from engaging with you. Audiences want informal even humorous informational content

◦ Mis-content – avoid inconsistent/confusing content muddling your message◦ No-strategy content – content without a strategy is doing battle without a plan.◦ Avoid Black Box SEO practices that Google et alia frown upon◦ Use offline backlink promotion to balance online keyword campaigns◦ Make suree all your web SEO practices match your overall strategy

Content Marketing tips SEO Tutorial

Maximizing SEO Using WordPress ToolsHEATHER ROBERTSONCONTENT STRATEGISTMYNAH COMMUNICATIONS

SEO Cheat Sheet 1. Title 2. Body 3. Photos 4. ‘Subject’ Tags 5. Meta Tags

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

WordPress BackEnd

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

Title & Permalink

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

o What makes a good headline?o Questions, Tips, How To, Odd Numberso Keyword Rich – or Keyword Phrase Rich

o Permalinko Be sure that permalink isn’t a numbero Takes on first title entry BUT can be edited

Body (Copy | Htags | Linking)

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

• Highlight your copy• Bold, italics, numbers, bullets

• Heading Tags• H1 is usually the title• And then two other H Tags

• Linking • 1 External Links• 2 Internal Links• Anchor Text – Keyword Phrases |

Authority Sites

Body (Copy | Htags | Linking)

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

• H Tags are found in the paragraph dialogue box

• Paragraph is the default• Note that Htags are preformatted –

this is not what they look like – it depends on the design

• Linking Tool – make sure to identify external & internal links. Use the wheel.

Body (CTA | Bread Crumbs | Social Shares)

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

• Calls-to-action – missed opportunity• Work with the html

code

Body (CTA | Bread Crumbs | Social Shares)

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

• Social Shares• Two types

• Bread Crumbs• Automated via SEO

Photos (File Names | Alt Tags| Featured Photo)

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

• File Names• Keyword Rich

• Alt Tags & Description

Photos (Featured Photo) | Subject Tags

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

• Featured Photo• Blog Page• P/U Search

• Tags

Meta Tags

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

• Title & Description• To Keyword or Not

Conclusion

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

• Good, thoughtful SEO takes time, practice• SEO practitioners share tips and best practises • A tool is just a tool. • Use the SEO Plug-in flags as a guideline for

success• And don’t forget your cheat sheets

SEO Cheat Sheet 1. Title 2. Body 3. Photos 4. ‘Subject’ Tags 5. Meta Tags

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700

Thank you.. ◦ Heather Robertson

◦ Content Strategist | SEO Evangelist◦ @H_Robertson

Heather Robertson | Content Strategist | heather.s.robertson@gmail.com | 416-892-9700