auditing and analyzing content properties

searchmarketingexpo.com

@RacheLindteigen #SMX #21A

Auditing & Analyzing Content Properties



Rachel Lindteigen – Senior Director, SEO/Content

With over 12 years of experience in Marketing, Rachel Lindteigen works as PM Digital’s

Senior Director, SEO. Rachel has worked in print and broadcast media, public relations,

offline and online marketing (SEO, SEM, Email, Social Media and Content) during her

career. She’s worked for franchise organizations, non-profits, in house and agencies during

her career. Her varied background helps her guide clients and find the right marketing mix for

their needs.

Rachel has a BA in Broadcasting from the Walter Cronkite School at Arizona State University

and a MBA in Marketing. She leads the SEO fulfillment team and oversees digital marketing

strategies for clients. Rachel is also a columnist for Search Engine Land.

Rachel



Presentation Agenda

Content Inventory, what do you have – what’s working,

what’s not, is it all crawl-able?

Customer focused content creation – What information

do they need?

Content is more than a few words on a page – think

outside the text box



Content Inventory

Take inventory of your website

• What’s crawl-able?

• What’s not?

• What’s working?

• What’s not?

• What are customers searching for? (internal search results)

How do you know what’s working and what’s not working?

Are you measuring content success?



Homepage



Category Pages



Sub-category Pages



Product Pages

Product

Description

User Generated

Content/Reviews

Additional

Product Info

Social Sharing

Options

Schema + Rich

Snippets



About & Contact Pages



Use Schema Markup & Rich Snippets for…

Products

Events

Articles & Posts

Click

Through

Rates

Eyes on

Content



THE GOAL

Help connect customer searches with company products and services by developing and optimizing text, images,

and video so that search engines will be able to match queries and make the site functionality visible.

“Content” may include text, image optimization, video development, blogging, whitepapers and many other

means of communication. Focusing on content development as part of a larger SEO Plan can expose company

products and services to audiences formerly untapped.

COPYWRITING

From high-quality articles

placed on your website to

guest posts placed on 3rd

party blogs, the PM Digital

team targets top SEO

keywords with copy written

in a style and voice familiar

to your audience.

MEDIA DISTRIBUTION/

OPTIMIZATION

Already have great information?

Re-purposing old content or

optimizing content that isn’t

easily spidered (like image

libraries) are great ways to

make an impact without 100%

new creative.

CREATIVE AND

INTERACTIVE

iPhone apps,

infographics,

videos, polls and

contests are all just

a request away.

Content Strategy



HELPS

ENSURE C-suite buy-in

teams are on track and

accountable

messaging is relevant

messaging is consistent

results are measurable

Content Calendars



Finding New Content Opportunities



Don’t add content just for the sake of adding content!

Don’t write just for the search engines; write for your

customers

Pay attention to their needs, answer questions, and

provide value

Just because you care about it, doesn’t mean they do



Learn from your customers



Learn from your competitors



ALL of your competitors

*traditional competitors

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

*

*

Compare content against

traditional competing brands

as well as websites that may

be competing for SERP

positions.



Learn from keywords & trends

Google Trends

Suggested Search WMT

Keyword.io



Learn from your blog



Stay committed!



Update with varying forms of content



Measuring content success

21

2

SOCIAL SHARES

32

6

9

6

9 111

auditing and analyzing content properties

Marketing

content development

content properties

content success

content strategy searchm

repurposing old content

website whats crawlable

online marketing seo

seo keywords