SES – Content is King!
- Jennifer Laycock, Editor-in-Chief, Search Engine Guide
- Jeannette Cézanne, Vice President of Communications, eWayDirect
- Benjamin Lloyd, President, Amplify Interactive
- Dave DeVries, Marketing Manager, Microsoft Small Business
First up is Jeannette Cézanne of eWayDirect who proclaims content as the future of search and design. Jeanette says design, content and search optimizing should all go hand in hand. Focus is required to get the job done.
As important as linking is for SEO, noone will link back to you if your content is not good enough. Cites ‘Progressive Car Insurance’ as a good example of content. Both humans and search engine crawlers will go back to it, time and again.
- Look at each page and ask yourself the question “so what?”. If you can answer that – good.
- Look at each page from the point of the end user.
- If I was the end user what would be useful for me to read, see or hear.
- Tell your visitor how to do everything on the site.
- Make it easy to find things.
Imagery doesn’t increase site traffic, good content does by engaging readers. Let your users know the purpose of the site, explain them why its exists.
- What is the site trying to do?
- Is it an information site?
- Is it entertaining?
If the content of the site i not clear then it means you have not optimized the content well at all. Good information should be at the top of the page.
Quick exercise to use on your site:
- make a list of all site pages then ask yourself
- Does each page have a theme?
- Is there a call to action on each page?
Tools to analyze content and help you work
- Be creative in your user keywords, broader keywords are less competitive
- People and spiders like new content, be sure it’s relevant to your site.
- Careful with misspelling, people are turned off with them, and they might not use you for lack of trust. Check for grammatical errors and misspelled words.
Next panelist of the session is David DeVries from Microsoft.
5 steps to great content:
- Identify your audience and their needs – ask what their needs are, what problems can the content solve? How does your audience search?
- Choose new keywords. What’s the target market searching for?
- Take stock of your existing content – look for gaps in resources, don’t have the same information everyone else does. Inventory the properties/assets on your site
- Build content within zones of opportunity. Be sure you can place it in a way that it makes sense and is easy for customers to consume it. Look to build wikis, blogs, podcasts, forums, training, user generated content, etc – how can you add all these elements so the end user can easily use and understand?
- Once content is in place, promote the content on the site. Promote through RSS, newsgroups, develop a personal dashboard blogs etc. Promote the content off site as well, share video with YouTube and Google video, increases traffic and real estate in Google universal.
Great results come from great content strategy. A planned journey is key, continually re-evaluate your site.
Last but not the least is Benjamin Lloyd of Amplify Interactive who shows case studies and gives advice on strategy for content.
- Focus on solution content development, architecture improvement and optimization. Leverage content rich white papers and web casts content for search traffic and lead generation. Develop niche specific links to deep content.
- Don’t put your white papers behind a registration process, search engines can’t find it. Include an overview of what the paper is about. Bold headlines, include forms for people to fill out and ask for more information. When content changes were made search results and conversions went up.
- For B2B clients – need to think about what you need to solve. Boost content and increase effectiveness.
Universal search results mean more of your content is content for search engines. But text is still critical. Wrap video and audio results into page. Timely content is found faster, allow your users to generate content for your site and blogs.