#IETraining@gshiftlabs

Finding Success with SEOJeff Riddall

Director of Product Strategy, gShift@JRiddall

#IETraining@gshiftlabs

Presenter

Jeff Riddall• Director of Product Strategy,

gShift• 12+ years experience in Web

marketing, analytics and SEO• Journalism Major• Blogger and Social Media

Addict• Hockey Dad jeff.riddall@gshiftlabs.co

m@JRiddall+ JRiddall

JRiddall on LinkedIn

#IETraining@gshiftlabs

Agenda

• The Hierarchy of Web Presence Optimization• SEO = Content Marketing Optimization• Identifying and focusing on high value

keywords• Focusing on and optimizing the right

content• Competitive Insights• Social keyword and content research• Backlinks do still matter - how to obtain the

right ones• Getting to the ROI

Outcome: Help you better make meaningful Web presence optimization decisions.

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#IETraining@gshiftlabs

SEO = Optimized Content Marketing

Create keyword rich content your target audience(s) want to read, like and share.

In order to convince Google you are the indisputable authority on a topic you need social

proof.

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Owned and Earned Content

“The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.”

Adobe/EConsultancy

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Content Marketing is King

60% Increase in B2C Content

Spending

73% Increase in B2B Content

Spending

Key Questions Remain… What Content, Where & How Do You Measure the ROI

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Analytics Informs Engaging Content

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Which Keywords?Focus on a manageable number of keywords – 10 to 20 primary.

Find keywords for which the web site/presence already has momentum i.e. Page 1 or 2 in Google

Find keywords which have a reasonable, relative monthly search volume via Google Adwords Keyword Planner or other sources.

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Which Content?Find content which already has some momentum i.e. Page 1 or 2 in Google.

Map content to stages of your prospects buying cycles.

Make sure this content is optimized for your keywords.

Link to this content from other internal content or from external sources, where possible.

Promote this content via social media to encourage social signals.

Stimulus(awareness)

Zero Moment of Truth(social discovery)

First Moment of Truth(consideration to purchase)

Second Moment of Truth(experience)

Ultimate Moment of Truth(shared experience)

Owned & Earned Discoverable Digital

Content Visibility

Initial Consideration

Active Evaluation

ClosureStore or On Line

Post Purchase

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Which Competitors?Which sites/content appear consistently on the first two pages of Google for your primary keywords?

How well-structured are their websites and how wide are their presences?

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Competitive InsightsLook at Title Tags, Headings (H1, H2, H3 Tags) and Linked Keywords for clues as to what keywords competitors may be focusing on which you are not monitoring.

Backlink anchor text.

Assumes competitors have thought about and implemented SEO.

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Social KeywordsLeverage how people are using and searching on social media in near real-time to find:

• More keywords• Influencers to follow or

target• Related Content to

Comment on or Curate

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Which Backlinks?

Backlinks do still matter

Focus on Quality not Quantity

Relevant, Reputable Sources

Your first research resource should be the search results for your primary keywords

Mine your competitors’ backlinks

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Look fornon-competitive sitesto obtain free/paidlinks on

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Content Marketing #FTW

The amount of content you have to produce is directly proportional to the amount your online competitors are creating/being found for.

You must out-content the competition with relevant, shareable content.

Focus on Quality over Quantity.

Develop a content strategy and schedule which includes multiple channels and socialization.

Monitor your content’s performance to identify where and when works best.

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#IETraining@gshiftlabs

Core Measurements

• Keyword/Content Search Positions

• Social Signals• Referrals• Backlinks• Site Traffic• Conversions• Leads• Revenue

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gShift SoftwareSaaS platform collects and stores billions of content-level data points from search and social.

We do this for 10,000+ brands and 6,000+ users in 24 countries.

We transform big data into insights with intelligence for decision making.

Analytics informs the content marketing workflow process helping content marketers create smarter content and prove engagement & performance of the content investment.

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Questions?

I will do my best to answer any questions you have now or feel free to contact me anytime

via email.

Jeff.Riddall@gshiftlabs.com

@JRiddall

Download “10 Tips for a Successful SEO Strategy”

http://www.gshiftlabs.com/resources/how-to-guides/ten-tips-for-a-successful-seo

-strategy/