@toprank on blog marketing & seo. a recipe for success
Post on 14-Sep-2014
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DESCRIPTION
Blog Marketing & SEO Tips presentation by Lee Odden, CEO of TopRank Online Marketing during TECHmunch Austin. This presentation covers SEO and social media optimization tips ranging from search & social keyword research to blog post optimization to link building. Also includes a mix of SEO and social media marketing tools.TRANSCRIPT
Social SEO For Blogs
A Recipe for Success@LeeOdden TopRankMarketing.com
TopRankBlog.com
©2011 TopRank® Online Marketing
Consulting Speaking Publicity
About TopRankMarketing.com
©2011 TopRank® Online Marketing
@topranktoprankblog.com
outline
• SEO for Blogs• Social for Blogs• Case Study 1• Case Study 2
Cooking up Results
• Blog Content SEO• Social tips for Blogs• Make Panda Happy• Tasty Tools
@topranktoprankblog.com
Start with a Recipe
@topranktoprankblog.com
Blog SEO Recipe Prep:
• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our
guests and help them spread the word?• Tools – Which cookware, dinnerware?
@topranktoprankblog.com
The Art of Cooking up SEO
Definition of SEO:
An approach to digital publishing that makes it easier for search engines to find, organize and favorably rank content & media.
@topranktoprankblog.com
The Art of Cooking up SEO
What SEO IS:
Great SEO is most often transparent and improves user experience.
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What Happens With Poor SEO?
What we see
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What Happens With Poor SEO?
Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2011 adidas
What search engines see:
Adidas.com has no ranking for“men's running shoes”first 10 pages on Google
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What Happens With Poor SEO?
What do they rank for?:
“men's athletic shoes”Page 1 of Google - #8
“men's athletic shoes” Has nominal search volume!
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What Happens With Good SEO?
What we see
@topranktoprankblog.com
What Happens With Good SEO?
What we see
@topranktoprankblog.com
What Happens With Good SEO?
What search engines see:Shop EasyWorld's Best Running ApparelNew ArrivalsTop BrandsMen's ShopMen's New ShoesMen's Running ShoesMen's ApparelWomen's ShopWomen's New ShoesWomen's Running ShoesWomen's ApparelSports Bra BoutiqueGearSocksInsolesInjury PreventionNutritionBrandsRoad Runner SportsASICSNikeNew BalanceSauconyBrooksadidasSaleTop Selling Men's Footwear
Running Shoes & Athletic FootwearWelcome Road Runners! You've discovered the Road Runner Sports website, home of the world's
largest selection of the best running and walking gear. In business since 1983, you can trust us for the best price on top rated running shoes, running clothing, and the best running shoe brands for everything from sports bras to running socks. Looking for a bargain? Check out our Sale page, a virtual running shoe outlet of great deals on sale running shoes, running clothing, and athletic gear. For help finding your perfect running shoes, let Road Runner Sports Online Shoe Dog fetch your perfect fit!
Questions about Road Runner shipping prices and delivery? Visit our Shipping Information page. And if you want free shipping every day on all your running shoes and gear (who doesn't?), join our VIP Club and save $21 or more on all orders.Shop from hundreds of the best walking and running brands like ASICS, adidas, Brooks, New Balance, Saucony, Cole Haan, Mizuno, Merrell, Newton Running, Nike, Puma, Pearl Izumi, Sperry, Timberland, Under Armour, Garmin, Baby Jogger, BOB, Champion, Moving Comfort, Patagonia, Petzl, Polar, Prana, Timberland, Timex, UK Gear, Wigwam, WrightSock, and ZOOT.
Copyright © 2011 Road Runner Sports, Inc. All rights Reserved
#1 & #2 on Google“men’s running shoes”
@topranktoprankblog.com
SEO “Recipes” Can Be Confusing…
@topranktoprankblog.com
SEO Simplified
Keywords& Content Search
FriendlySite
Link Building
Social
@topranktoprankblog.com
Blogging & SEO in ActionLocal store in NJ competeswith national retailers.Blog cross links with site.
+300 #1 rankings onfabric phrases“nfl fabric” “dress fabric”
+75% site traffic organicsearch
@topranktoprankblog.com
Blog SEO Recipe Prep:
• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our
guests and help them spread the word?• Tools – Which cookware, dinnerware?
@topranktoprankblog.com
Audience Content & Keywords
Who are you trying to reach? What are they searching for?
Easy RecipesHealthySaladVegetarian
Recipes for DinnerCrock PotSoupChicken
Cake RecipesCookiesBreadDesert Recipes
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Match Editorial Plan with Keywords
Keywords
Keywords
BlogContent
SocialContent
Editorial Plan
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Keyword Glossary
“Marketing” AND:OnlineFacebookLinkedInTwitterBlogSocial MediaContent
Plan Keywords > Content > Rank
@topranktoprankblog.com
Blog SEO Recipe Prep:
• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our
guests and help them spread the word?• Tools – Which cookware, dinnerware?
@topranktoprankblog.com
Keyword Research
SearchKeywords
Social &Listening
WebReferrers
Competitors
Trends
@topranktoprankblog.com
Keyword Glossary
Competitor Phrase SEO Our Target Keywords Scores Categories
@topranktoprankblog.com
Blog SEO Recipe Prep:
• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our
guests and help them spread the word?• Tools – Which cookware, dinnerware?
@topranktoprankblog.com
Blogs are Search Magnets
25,000+ Unique Keywords
46,000+ RSS Subscribers
1 million+ inbound links
Attracts: Media & Links, Employees, Speaking & +New Business
@topranktoprankblog.com
Basic Blog SEO Tips1. Title Tag vs. On Page Title: Headspace22. Keyword in URL (slug)3. Keyword rich categories4. Keywords & synonyms in copy5. Anchor text links to older posts6. Minimize duplicate content 7. Encourage inbound links
@topranktoprankblog.com
Blog SEO
Where to use keywords:• Post titles• Categories• Body copy• Lists• Anchor text links• Tags• Image alt text
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Recipe SEO• Title Tag• Breadcrumb• Title(s)• Categories &Sub-categories• Image Alt Text• Links• Exact Match &
Variances
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Recipe SEO
@topranktoprankblog.com
Blog SEO Recipe Prep:
• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our
guests and help them spread the word?• Tools – Which cookware, dinnerware?
@topranktoprankblog.com
Categories & Links
Recipes
Chicken
ChickenRecipes
Fried Chicken
ChickenBreast
GrilledChicken
Recipes
Recipes
ChickenRecipes
Chicken Breast
Recipes
HealthyEasyDinner
ChickenRecipes
GrilledChicken
HealthyRecipes
EasyRecipes
@topranktoprankblog.com
Social Signals Influence Search
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Avoid the Angry Google Panda
Dropped from Google:• Low quality pages• Duplicate content• Ad to content ratio• Bad pages will affect
your good pages
Flickr Photo credit: angrypandaband
@topranktoprankblog.com
Google Panda Happy – You Happy
Make Panda Happy:• High quality content• Well structured, cited• Well written• Links to content• Social sharing,
citations & linksFlickr Photo credit: grytlappar
@topranktoprankblog.com
Socialize
PromotePersonas Grow Networks
@topranktoprankblog.com
Cycleof Social
& SEO
Create & promote optimized content & assets.
Traffic & community help research, develop & further grow social networksfor content & SEO.
Content is noticed, shared & voted on. Grows awareness.
Increased exposure attracts more subscribers, fans, friends, followers & links.
Increased links & social exposure grow search & referral traffic.
@topranktoprankblog.com
Blog Content SEO Logistics
• Identify & train blog contributors on SEO(Titles, body copy, linking out & internally)• Create keyword & engagement guidelines(Best practices on-page & growing social networks)• Make content promotion part of the
publishing process• Provide feedback: search & social(Web analytics, ranking, social media monitor)
@topranktoprankblog.com
Blogs are Social
Comments
Outbound Links
Poll - Survey
Blog
Comments
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Socialize & Be Useful
News Sources
Blog
Slideshare
YouTube
Delicious
Off site Comments
TR Website
Paper.li
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Content Plan
Keywords
YouTube
StumbleUpon
Digg
Blog Post
Media
RSSNicheBlog
NewsBlog
NicheBlog
CuratorScraper
NicheBlog
Links & Traffic
Tie Social Media Efforts Together
©2011 TopRank® Online Marketing
@topranktoprankblog.com
7,321 Links
©2011 TopRank® Online Marketing
@topranktoprankblog.com
1,438,771 Links
©2011 TopRank® Online Marketing
@topranktoprankblog.com
Blog SEO Recipe Prep:
• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our
guests and help them spread the word?• Tools – Which cookware, dinnerware?
@topranktoprankblog.com
Google Keyword Tool
@topranktoprankblog.com
Google Trends (news)
@topranktoprankblog.com
SEMRush
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Alexa SEO
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Scribehttp://scribeseo.com/
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Blekko SEO
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Majestic SEOCompare Backlinks: allrecipes, foodnetwork, smartmomsthatthink, myrecipes
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Social Mentionhttp:// www.socialmention.com
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PostRankhttp:// www.postrank.com
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A Tasty Blog SEO Recipe½ cup: Audience focused keywords 1: Well optimized blog CMS (Wordpress)2 cups: Content & editorial scheduleStir: Linkable content with promotionShake: Grow & engage social networkBake: Ongoing keyword & content refinement through web & social analytics
@topranktoprankblog.com
Thank You & Bon Appetit!@LeeOdden1-877-872-6628lee@toprank.orgTopRankMarketing.comTopRankBlog.com
Tips Newsletter:tprk.us/omnews