Yesterday, Plank and our guests woke up to breakfast and an enlightening talk from CT Moore on SEO and how to produce the kind of content that potential customers are already looking for. His talk left everyone in the room digesting new techniques on how to tweak their content strategies to boost their SEO- I know I sure did.
Here are three of my favourite takeaways from CT’s talk, and the advice he had to offer.
1 . Use Keyword Research to Maximize your Content Calendar
The content that you want to be producing should be driven by research of what people are actually searching for on your website. In order to determine which keywords have the best search volume and what actually carries conversion potential, CT recommended a free tool called Google Adwords Keyword, which spits out the volume of times that a keyword is searched for and the average cost per click (CPC). We can use this information to determine how to tag, categorize, and keyword content, to boost the amount of times it will pop up in users’ browsers.
BUT, the difficult part is learning to optimize keyword research without sounding like a robot. We still want our content to sound human-like and appeal to readers. CT coins this creating a Keyword Narrative. We can mine search data by checking which of our content categories gets the most ‘clicks’ and proportioning our upcoming content accordingly. So, instead of throwing in keywords after every few words in a page, we can tailor content relating to things having to do with the keywords that are attracting the most attention. This way, we’re still producing valuable content- but now content that our viewers want.
In this sense, we can tailor our content calendar’s around what people want- while still producing content that relays back to the products and services we are trying to market. It’s an ultimate win-win situation.
2 . Optimize your Page Just Right- Not too Much and Not too Little.
We’ve all used good ol’ WordPress and have typed in descriptions and titles without thinking twice; here’s how to optimize these open spaces properly. CT recommends a page title of 1-2 keywords ( using our newly found keyword research tools) and a brand name. For the meta description (the description under the page title in a google search), plug in 150 characters on why someone should open this website particularly, and why they should spending time reading your content. Lastly, your pages copy should be unique, embedded with your keywords. Remember to aim for balance, and not to write in robo-talk with way too many keywords! To make this a little easier, CT recommends adding in headers with keywords, using visuals to break up large chunks of text, or sandwiching bullet lists within content- Google likes all of these!
3 . Just Keep Blogging.
Google also likes it when your content is continuously updated. It reads this as content that is constantly improving and becoming more accurate. And, it’s a great way to add new content onto your website without having to tweak main pages and make substantial changes. You can even increase your hits by structuring the content you’re posting about with categories, tags and adding author biographies, and even more by interlinking all of this information so users can check out more posts on the same category or by the same author.
Boy- that was one educational morning. Have any more SEO and Content Strategy tips you’d add to the mix?
For more details on CT's presentations, check out the complete slide show here!
We have some photos from the event up here: