WELCOME TO OUR WEBINAR Yes, this will be recorded and youll receive - - PowerPoint PPT Presentation

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welcome to our webinar
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WELCOME TO OUR WEBINAR Yes, this will be recorded and youll receive - - PowerPoint PPT Presentation

Apr 21, 2023 285 likes •934 views

B E A C O N F I R E R E D WELCOME TO OUR WEBINAR Yes, this will be recorded and youll receive the recording. Enter questions in the question box and well get to as many as we can at the end of the presentation. Thank you for

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SLIDE 1

WELCOME TO OUR WEBINAR

  • Yes, this will be recorded and you’ll

receive the recording.

  • Enter questions in the question box

and we’ll get to as many as we can at the end of the presentation.

  • Thank you for attending!

B E A C O N F I R E R E D

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SLIDE 2

C O N T E N T S T R A T E G Y , S E O A N D D A T A

MEET THE SPEAKERS

JEN BOLAND

Senior SEO & Content Strategist

TJ PEELER

Senior Design & Content Strategist

@ t j p e e l e r U X @ B e a c o n f i r e R E D jen.boland@beaconfire-red.com tj.peeler@beaconfire-red.com

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SLIDE 3

H O W T O U S E D A T A T O D R I V E Y O U R C O N T E N T S T R A T E G Y & S E O

A Division of Allegiance Fundraising Group

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SLIDE 4

What does Content Strategy, SEO and Data mean? Meet the American Physical Therapy Association (APTA) Modern SEO Use data to write content

OUR TALK

B E A C O N F I R E R E D

Use data to audit your content Use data to organize your content

5 6

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SLIDE 5

D E F I N I T I O N S

What does Content Strategy, SEO and Data mean?

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SLIDE 6

D E F I N I T I O N S

CONTENT STRATEGY

  • Guides the planning, creation,

delivery, and governance of useful, usable content.

  • Connects your organization’s

content efforts with business goals and user needs.

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SLIDE 7

D E F I N I T I O N S

SEO

  • The practice of increasing the

quantity and quality of traffic to your website through organic search engine results.

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SLIDE 8

D E F I N I T I O N S

DATA

Quantitative Data:

  • Data in the form of counts or

numbers where each data-set has an unique numerical value associated with it.

  • Used to answer questions such as

“How many?”, “How often?”, “How much?”.

Qualitative Data:

  • Data that is non-numeric
  • Tends to be richer and helps with

in-depth analysis.

  • Used to help understand what

customers think.

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SLIDE 9

DATA CAN INFORM PARTS OF CONTENT STRATEGY & SEO

  • Writing content
  • Auditing content
  • Organizing content

B E A C O N F I R E R E D

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SLIDE 10

What does Content Strategy, SEO and Data mean? Meet the American Physical Therapy Association (APTA) Modern SEO Use data to write content

OUR TALK

B E A C O N F I R E R E D

Use data to audit your content Use data to organize your content

5 6

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SLIDE 11

THE PROBLEM

M E E T A P T A

13,800

pages

14 14

microsites

24,000

customer support tickets digital content governance

=

NO ONE CAN FIND ANYTHING

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SLIDE 12

APTA REDESIGN GOALS

  • Increase membership and renewals
  • Increase membership engagement
  • New brand themes are community,

engagement, empowerment, leadership, and inspiration

  • Make top tasks easier

M E E T A P T A

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SLIDE 13

M E E T A P T A

  • Content will
  • serve the "99%" member interests,
  • be up-to-date,
  • and be on brand.
  • Prune redundant, out-of-date, and trivial (ROT)

content

  • Microsites – don’t use them unless there is a

clear business reason

  • Build off brand strategy

INITIAL STRATEGY DECISIONS

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SLIDE 14

MEET JORDAN

  • A clinical physical therapist with $150,000
  • f student debt.
  • Interested in specializing in geriatrics so

she can further her career.

  • Why PT? She loves to help people.

M E E T A P T A

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SLIDE 15

What does Content Strategy, SEO and Data mean? Meet APTA Modern SEO Use data to write content

OUR TALK

B E A C O N F I R E R E D

Use data to audit your content Use data to organize your content

5 6

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SLIDE 16
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SLIDE 17

D E F I N I T I O N S

SEARCH INTENT

  • Why behind the search
  • Knowing a person’s intent enables

you to target by mindset and deliver the content that population is actually looking for.

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SLIDE 18

The b The biggest influence iggest influence you can have you can have on

  • n

SEO i SEO is t s to create compel

  • create compelling

ling content content that that meets s meets search intent. earch intent.

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SLIDE 19

SEO KEYWORD RESEARCH IS USER RESEARCH. SEARCH POSITION IS A PROXY FOR USER SATISFACTION.

M O D E R N S E O

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SLIDE 20

M O D E R N S E O

SEO HAS CHANGED

RISE OF CONTENT What is Fruit?

Fruit is delicious and nutritious.

Types of Fruits

Orange Kiwi Grapefruit

SOFT DEATH OF KEYWORDS

Apple Banana Grape Orange Kiwi Grapefruit Apple Banana Grape

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SLIDE 21

M O D E R N S E O

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SLIDE 22

PYRAMID WRITING

  • Front-load your article
  • Front-load every paragraph
  • Front-load your headlines
  • Leaves an information scent to help people scan and

navigate your content.

M O D E R N S E O

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SLIDE 23

WEAVE IN THE KEYWORDS THAT THE KEYWORD RESEARCH TOOLS RECOMMEND

M O D E R N S E O

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SLIDE 24

What does Content Strategy, SEO and Data mean? Meet APTA Modern SEO Use data to write content

OUR TALK

B E A C O N F I R E R E D

Use data to audit your content Use data to organize your content

5 6

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SLIDE 25

U S E D A T A T O W R I T E C O N T E N T

DATA FOR WRITING

Data What it shows Tool SEO keyword impressions What people are looking for (in general) Google Search Console SEO keyword search position Can you acquire more visitors on this topic Google Search Console SEO keyword click through (CTR) How well the page title and description meet search intent Google Search Console Survey and interview (qualitative data) Dig into why Varies

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SLIDE 26
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SLIDE 27

MCKINLEY DATA

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 28

MCKINLEY SURVEY & INTERVIEW DATA

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 29

SEO KEYWORD RESEARCH

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 30

SEO KEYWORD RESEARCH

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 31

CORE CONTENT

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 32

CONTENT

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 33

WIRE

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 34

WIRES

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 35
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SLIDE 36

U S E D A T A T O W R I T E C O N T E N T

MCKINLEY DATA

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SLIDE 37

SEO KEYWORD RESEARCH

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 38

SEO KEYWORD RESEARCH

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 39

U S E D A T A T O W R I T E C O N T E N T

SEO KEYWORD RESEARCH

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SLIDE 40

CORE CONTENT

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 41

CORE CONTENT

  • Who
  • What
  • Where
  • When
  • Why
  • How

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 42

CONTENT

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 43

WIRE

U S E D A T A T O W R I T E C O N T E N T

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SLIDE 44
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SLIDE 45

What does Content Strategy, SEO and Data mean? Meet APTA Modern SEO Use data to write content

OUR TALK

B E A C O N F I R E R E D

Use data to audit your content Use data to organize your content

5 6

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SLIDE 46

W H A T D A T A ? W H A T T O O L S ?

DATA FOR AUDITING YOUR CONTENT

Data What it shows Tool Pages (URLs, metadata, etc…) Exactly what pages are on your website and what they are about Screaming Frog Google analytics page views What’s popular now Google Analytics Backlinks Who is linking to your content, important content to other people Moz.com

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SLIDE 47

W H A T D A T A ? W H A T T O O L S ?

DISTRIBUTION APTA PAGE METRICS

691 68 14

100 200 300 400 500 600 700 800 75% 50% 25%

Average Pageviews Quartiles

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SLIDE 48

W H A T D A T A ? W H A T T O O L S ?

BUSINESS RULES FOR FIRST PASS

* This number should be decided on a per site basis based on your total amount of traffic

Business rule Where is the data from? Updated in last 3 years Scrapped from front end of site on Screaming Frog Gets more than 500 page views a year* Google Analytics Has 1+ backlinks (one page on another site has linked to the page) Moz

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SLIDE 49

B E A C O N F I R E R E D

AUTOMATIC FIRST PASS TO IDENTIFY GOOD CONTENT

Delete 64% Keep 36%

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SLIDE 50

If we de If we delete 64% of AP lete 64% of APTA TA content, we content, we expect expect to lose to lose 2-10% 10% of t

  • f traffi

raffic. c.

TRAFFIC LOSS ANALYSIS

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SLIDE 51
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SLIDE 52
  • URL
  • Title
  • Last updated date
  • Short description (meta)
  • Section of the site
  • Author
  • Word count
  • Google analytics data (pageviews, goals, revenue)
  • Moz.com (backlinks)

CONTENT INVENTORY

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SLIDE 53

What does Content Strategy, SEO and Data mean? Meet APTA Modern SEO Use data to write content

OUR TALK

B E A C O N F I R E R E D

Use data to audit your content Use data to organize your content

5 6

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SLIDE 54

W H A T D A T A ? W H A T T O O L S ?

DATA FOR ORGANIZING CONTENT

Data What it shows Tool SEO keyword impressions What people are looking for (in general) Google Search Console Survey and interview (qualitative data) Dig into why and what Survey Monkey Content (on the page) What topics the content is about Python Page path report What people click on next (what they want) Google Analytics User testing How people behave (on your site, on your navigation) Optimal Sort Heat maps What people look at on your page Hotjar

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CURRENT SITE MAP ANALYSIS

U S E D A T A T O O R G A N I Z E Y O U R C O N T E N T : N A V I G A T I O N

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SLIDE 56

CURRENT SITE MAP ANALYSIS

U S E D A T A T O O R G A N I Z E Y O U R C O N T E N T : N A V I G A T I O N

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SLIDE 57

NAVIGATION CHANGES

U S E D A T A T O O R G A N I Z E Y O U R C O N T E N T : N A V I G A T I O N

NEW NAVIGATION CURRENT NAVIGATION

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SLIDE 58

U S E D A T A T O O R G A N I Z E Y O U R C O N T E N T : N A V I G A T I O N

NAVIGATION TESTING

81% 85% 65% 80% 1-Jason 2-Kelly 3-Control 4-Justin

Total success %

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AUTOMATIC TAGGING

U S E D A T A T O O R G A N I Z E Y O U R C O N T E N T : T A X O N O M Y

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SLIDE 60

OLD PAGE NEW PAGE Drag picture to placeholder or click to add

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SLIDE 61

OLD PAGE NEW PAGE Drag picture to placeholder or click to add

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SLIDE 62

What does Content Strategy, SEO and Data mean? Meet APTA Modern SEO Use data to write content

OUR TALK

B E A C O N F I R E R E D

Use data to audit your content Use data to organize your content

5 6

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SLIDE 63

B E A C O N F I R E R E D

  • SEO keyword research is a valuable form of

user research

  • Use SEO, analytic, & qualitative data to identify

& prioritize existing content (in design & writing)

  • Use formulas or scripts to automate your

content audit & organize content

  • Test your assumptions & iterate!

KEY TAKEAWAYS

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SLIDE 64

C O N T E N T S T R A T E G Y , S E O A N D D A T A

THANK YOU

JEN BOLAND

Senior SEO & Content Strategist

TJ PEELER

Senior Design & Content Strategist

@ t j p e e l e r U X @ B e a c o n f i r e R E D jen.boland@beaconfire-red.com tj.peeler@beaconfire-red.com

THANK YOU. REACH OUT IF YOU HAVE QUESTIONS.