Domain Level Content Strategy

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Optimizing a Website for Search

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University of California, Davis

Optimizing a Website for Search

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Cours 3 sur 6 dans Specialization Search Engine Optimization (SEO)

Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.

À partir de la leçon

Advanced On-Page SEO

Welcome to week 2! While keywords help users locate relevant web pages, it’s the content itself that determines whether a click converts to a sale or increased site traffic. In many corners of the SEO world, the expression “Content is King” is a generally accepted rule, and in this module we’ll examine content from many perspectives: how to analyze it, organize it, create it, make it great and build it into our strategies. You’ll also learn how to conduct effective competitive content analysis and internal content audits. And finally, you’ll learn how to create a site-wide content strategy building on the data we uncover in our study and analysis of content.

Advanced On-Page SEO1:13

Benefits of a Competitive Content Analysis3:47

Dissecting the Competitive Content Analysis3:29

What Kind of Content Will Resonate with Your Customers?4:58

Conducting an Internal Content Audit2:36

How to Begin Your Content Analysis5:24

Organizing and Evaluating Content6:17

Creating a Strategy for Optimizing Content3:42

Domain Level Content Strategy7:30

What Makes Content Great?7:33

Different Types of Content and How to Use Them8:10

Creating Impactful Content6:52

Rencontrer les enseignants

Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual
UC Davis Division of Continuing and Professional Education

Hello, again.

In the last lesson, we discussed content strategy and why it's important to

create that strategy at the domain or sight level rather than the page level.

In this lesson, we'll dive into the nuts and

bolts of developing a strong constant strategy.

We'll also discuss the importance of having a core theme and

the need to develop a strong brand.

These are important concepts.

So, let's get started.

While on page optimization is very important,

Google's algorithm has evolved to where it can look at websites from a whole

picture perspective rather than a primary focus of page level signals.

While individual pages on your website are what rank, the content of your site

contributes to your websites overall theme and authority around a particular subject.

This improves the SEO of your entire site.

By including different types of useful and

engaging content centered around a core theme or purpose,

you are increasing opportunities that content has to get discovered.

In addition to having your content organized around a central theme,

it's also a good idea to devote time into developing your brand.

Having a strong brand presence

is important to a successful content strategy.

Eric Schmidt, a former CEO of Google has been quoted as saying,

brands are the solution not the problem.

Brands are how you sort out the cesspool.

Strong branding adds legitimacy to your website and

is a strong signal to search engines that your site is trustworthy.

Let's review some examples of how a strong brand and

well-developed content strategy can help your site in organic search.

Google has created an algorithm that understands the answer

you're trying to obtain even if a web page is

not optimized around those exact keywords related to your question.

For example, in this search, I typed what is Dr. Who's phone booth called?

And the results show me that it is called a TARDIS, but

there really are a couple things going on here.

Notice that Wikipedia takes up the first two results of a page.

They have very strong brand signals and

have developed quality content dedicated to answering people's questions.

The first result is actually the best answer for my search query.

But if you visit this page, you'll notice that it does not actually contain

the word phone booth anywhere in the content.

So Google was able to determine that the answer to my question was a TARDIS

based on the content on the page and the content it linked to, but

you can see as the blue links underneath the meta description.

In the second result,

Google has determined that what I really meant is police box and not a phone booth.

Google can understand the similarities between these two words and

supply correct information.

The third result is a link to a site dedicated to Dr. Who.

This has very strong brand signals,

because all of the site's content is focused around the theme of Dr. Who.

If I were to simply type in doctor who tardis,

the site dedicated to Dr. Who is ranking higher than previous searches.

I notice in my searches that this site will tend to move between position one

and two.

This site has more authority on Dr.

Who has a whole rather than other sites for that specific query.

This is because the entire site has content dedicated to Dr. Who.

So knowing this, it's important to ensure our site has pages dedicated to a central

theme and that each of these pages are unique and useful to users.

In addition, these pages should be linked together, so

users can easily find the answers they are looking for.

This will also increase site engagement metrics and lower bounce rate.

For example, say, you are browsing a page about the Tardis and

saw it mentioned Dr. Who.

Well, a good idea would be to have that anchor text

link to a page about the doctor.

That page may mention other characters.

So it's a good idea to link to them where they're mentioned and

then those pages might reference a particular season they were in,

which might reference particular episodes within that season.

This creates a cohesive content strategy for the domain.

Provide users with the information they are looking for and

get some interacting with other pages on your site.

Keep in mind, you will still need to have site navigation with a clear hierarchy.

This is just a specific example of how articles can link out to one another.

A good domain wide content strategy will take into account blog content,

as well as static pages on your site.

For many people, once your initial SEO strategy and keywords are in place.

You will mostly be focusing on your blog for developing new content

ideas where possible, blog topics and static pages should link to one another.

For example, if you developed an FAQ page, you might provide a short answer to

a question and then link to a post that has a longer, more detailed answer.

If you are writing a blog post, it's a good idea to link back to related

areas of your site where applicable, especially deeper level pages

that aren't as easily discovered by search engines or users.

For example, if you were writing a post about the subject of history,

then it would be a great idea to link to your page about history textbooks.

Since I work with a lot of clients in real estate,

one of my common suggestions is to write posts around areas they service.

For example, a realtor focusing on locations around the Sacramento area

might want to write about the best neighborhoods in Sacramento and

link to real estate pages for those neighborhoods.

In conclusion, when developing a content strategy for your website,

it helps to have a strong brand, which will link credibility to your site.

Make sure your content is devoted to a central theme and

link related pieces of content to one another.

By doing this, you are increasing your authority around that topic

while contributing to increased user engagement on your site.

That completes the video portion of this lesson.

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