the marriage between content and seo

Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.1

The Marriage

Between

Content & SEO

Adobe AEM: Global Search Community

#AEMCommunity

Download/View this Deck:

bit.ly/AEM97

or, since we are in San Jose

That’s playing for second

How to go 73 and 9 with

your Content Strategy

Chris BennettCEO/Founder

/97thfloor

@chrisbennett

/97thfloor

The Marriage Between Content & SEO // Chris BennettDigital. Marketing. Elevated. 7

Solutions Partner Agency Partner

Content Inspiration:

We’ve Been Doing It All Wrong

We have been thinking

social success

Presentation Topic // Presenter’s NameDigital. Marketing. Elevated.

Equals this

Social count is not indicative

of “Success”

This is flawed

Easy to manipulate

We are basing our content ideas off

of what our competitors are doing

It is a small piece of the pie

“Look they are killing it with XYZ,

so lets make a newer version.”

“They did X as an article and look

at those shares! Lets do it as a

guide”

Which works, but…

That’s playing for second

If He copied

If he copied competitors

We would still be here

Instead of here

But to get there we gotta go back to the 90’s

When Keyword Research was

the name of the game

Because I promise you

Adobe AEM Community // @chrisbennettDigital. Marketing. Elevated.27

100%It is the closest thing to a guarantee you will get

and they like guarantees

So what does this look like?

First add about 3 hours to the

5 minutes you currently spend on

keyword research for content

Please! Don’t just type in a phrase in

Keyword Planner and call it a day.

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sales pitches

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sales pitch ideas

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define sales pitch

sales speech examples

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what is a good sales pitch

making a sales pitch

sales pitch template

sales pitch outline

perfect sales pitch

how to sales pitch

how to make a sale

how to make sales

sales pitch script

how to do sales

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sales pitch book

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Grab a massive list

We grabbed 4,333 around smoothies/recipes

Then apply the formula

Searches x Bid = Benefitx =

Start with Google

Then add in Difficulty

Bring in Difficulty

Benefit ÷ Difficulty = KOB

Difficulty

Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated.38

This is a public DOC

PLEASE Download

or Copy

Before Using.

Link: to KOB Spreadsheet

We made the formula for you!

Make subgroups for each theme

and sort by KOB

Your research will dictate your ideas

Somebody make me

some pumpkin cookies

It Works! - by prioritizing KOB

Now that you have the formula

Case study

It was not “viral”

that’s the point

Case study

22k Searches

a month

Case study

- 302 Different Keywords

bringing traffic

- 75 Keywords in the top 10

- 1,300 visits a day

#client4life

Remember:

SEO is promotion

“A popular topic in search

will often lead to social

success. ”

82Avg. Higher Social Shares

content w/o KOB content w/KOB

Case study

Peanut

butter

smoothies

Case study

Peanut

butter

smoothies

Again, not “viral”

Case study

Peanut

butter

smoothies

#client4life

- 1,300 Different Keywords

bringing traffic

- 1,100 visits a day

But Chris, recipes are easy

Just slap “Paleo” on it

and it will work

so let’s talk B2B

https://www.qubole.com/resources/solution/big-data-vendors-comparison/

4.5% Conversion Rate

Tripled

4.5%Conversion Rate for Buyers Guide

4.5% Conversion Rate

Tripled

3XOrganic Leads to the the Site

“Applying KOB to your

content inspiration is

like jumping in front of a

train of traffic ”

Rules to live by

“Make the best

result for that

SERP.”

https://moz.com/blog/how-to-create-10x-content-whiteboard-friday

“RankBrain is part of

Google’s overall search

“algorithm,” a computer

program that’s used to sort

through the billions of pages

it knows about and find the

ones deemed most relevant

for particular queries.”

http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440

The best images

The best layout

The best copy

The best mobile

The most informative

Longest?

Long Form Content

Outperforms short content across the

board.

more shares

more citations

better rankings

Moz + Buzzsumo Study

https://moz.com/blog/content-shares-

and-links-insights-from-analyzing-1-

million-articles

Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated.

85% of content published (excluding videos and quizzes) is less than 1,000 words long.

However, long form content of over 1,000 words consistently receives more shares

and links than shorter form content. Either people ignore the data or it is simply too hard

for them to write quality long form content.

Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated.

85% of content published (excluding videos and quizzes) is less than 1,000 words long.

However, long form content of over 1,000 words consistently receives more shares

and links than shorter form content. Either people ignore the data or it is simply too hard

for them to write quality long form content.

Over 1,000 words

Adobe AEM: Marriage between content & SEO // @chrisbennettDigital. Marketing. Elevated.73

- 90 days old

- 6:24 avg. “time on site”

https://www.smartling.com/market-penetration/

The best images

The best layout

The best copy

The best mobile

The most informative

Longest?

We took the highest word

count ranking in the top 10

and added 1,500 words

4,870 words

Side note: You should

always be mobile friendly,

but make sure you “scan”

here is the point

This isn’t, grabbing a quick

list of words and saying to

the writer/editor, “work em

in.”

Use Hero Image Slide for

full screen photosNotice: There should be no footer

This is getting into the weeds

This is the inspiration

This is cooking with every ingredient

because we want this

and this

Chris Bennett

CEO/Founder

/97thfloor

@chrisbennett

/97thfloor

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