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Organizing and Evaluating Content

Course video 19 of 44

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.

Optimizing a Website for Search

Université de Californie à Davis

Cours 3 de 6 dans SEO (Optimisation pour les moteurs de recherche) Spécialisation

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.

Visualiser le programme de cours

Compétences que vous apprendrez

Keyword Research, Marketing, Content Marketing, Mathematical Optimization

Enseigné par

Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual

Transcription

Hello again.

As you have learned, the internal content audit can uncover valuable information

about how you can improve the content on your website.

In this lesson, we'll start to work with the content we have.

We'll discuss the step you need to take, in order to organize your content for

maximum efficiency, and you'll know how to identify content on your site.

To start with, I will create an Excel spreadsheet

that allows me to keep notes of areas I want to pay particular attention too.

I will then go through each page listed in analytics,

analyze the page in question, and add it to my

Excel file along with some notes about the page, which I can then reference later.

You can make whatever notes help you to track your content more efficiently.

Or you can adopt to my evaluation style.

I like to track the URL of the page I'm referencing so

I can quickly go back to that page at a later date if needed.

I also note the seasonality, content type and more.

Let's go over each of these areas in detail so

you can understand what I'm tracking and why.

Noting the seasonality of a resource

allows me to reference that content more frequently certain times of the year.

For example, if I have a lot of resources related to a specific holiday,

I could create a new blog post each holiday,

referencing some top content from past posts related to that holiday.

This will continue to drive traffic to those older posts and

ensure search engine bot recrawl these past posts.

Alternatively, this may make you aware of content that is outdated and

should either be updated or removed entirely.

It also a good idea to know the type of content that you are looking at.

For example, is this a text post, an info-graphic, a video or something else?

For resources like info graphics, it's a good idea to revisit these on occasion.

And reach out to news sites or blogs that may be interested

in republishing the infographic, with a link back to your site.

If it's a text post with no images, you now know that you can go back

to that post and add more resources like images to improve the content.

It's also a good idea to note down, whether or

not there are any internal links.

This allows you to go back through and add links as needed.

It's a good idea to note down both internal and

external links, as this can be beneficial to optimizing the page.

Internal links let search engines know that you consider the content important

enough to link to.

This also helps bots crawl the page more frequently.

External links provide more value to users,

making your page more likely to rank well in search.

Also note down the post type or category, this is different from the content type,

where we are noting whether or not the resource is text, image, or video.

This allows us to keep a note of the type of post or category a resource belongs

too, for example, if I end up with a lot of how-to posts,

I might want to make a single post or page highlighting all how-to topics.

This will aid in discoverability and draw in more traffic to those resources.

Keep track of how you are targeting your audience.

This is what the column target in my spreadsheet refers to.

This column references how I'm targeting my audience.

Whether it's through direct keywords, for

example, posts about renting textbooks or indirect methods.

For example, a post about college living on a budget, which doesn't directly relate

to my products but will still attract the type of audience I'm looking for.

The next area I look for is whether or

not the post or resource contains a call to action.

By including a call to action,

consumers visiting your site are more likely to perform the action.

Even something as simple as including a button to sign up for

a newsletter could be considered a call to action for that page.

Each page should contain a call to action that helps support your business goals.

The call to action doesn't always need to be the same or be loud and obnoxious.

It can take the place of a helpful hint within your content.

Going through your content and ensuring some form of call to action is included

can significantly boost conversion rates within your site.

Based on my initial findings here, all of these posts need to have a call to action,

some need images and better internal linking.

We can make this updates which will also update the content, so

there's no longer seen a stale by search engines.

It would also be a good idea to add these updated posts to our social media

calendar.

So this old content can be recycled and rediscovered by users.

I would keep going until I have a good amount of posts on the sheet.

For large sites, this is an ongoing project

where you might want to look at a couple different pages each month.

You can then do the same for pages with high bounce rate, or,

if the site is tracking conversions,

a good idea is to look at low converting pages to see how they can be improved.

As you discover more content, you can look at pages outside of organic landing pages

to see what might need a little push to get discovered by search engines.

You should now have an understanding of how to identify content on your site, and

how to organize that content efficiently.

That completes the video portion of this lesson.

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