Disclosure: This summary represents personal lessons learned from a recent MarketingProfs presentation (Content SEO with Lee Odden), at the Business to Business Forum, in Boston, MA. I’m both a Contributing Writer for MarketingProfs, and a MarketingProfs Pro Member.
Lee Odden, CEO of TopRankMarketing.com, and Jiyan Wei, Director of Product Management at Vocus (responsible for the PRWeb product), recently presented at the MarketingProfs Business to Business Forum, in Boston, MA.
There, Odden described SEO, as “a set of methodologies that make it easier for search engines to find, index, categorize, and rank web content.”
Odden pointed to the PRWeb product, as an example of a content management system, used in a search friendly way. He advised taking a similar holistic approach, optimizing your CMS , at the template level. The benefits of such an approach? According to Odden, content optimization makes FAQ and knowledge base articles more easily discovered. It also helps with Talent Acquisition and Recruiting, as well as developing media placements. Odden estimated that by optimizing news content (so journalists can readily find available subject matter expertise), his business enjoys the equivalent of a $10,000 a month PR retainer, (without any PR retainer in place). Importantly, better search generates more inquiries and sales.
Odden went on to describe a ten-step process for an optimized content strategy.
- Step 1: Research Keywords.
- Step 2: Develop Search Personas.
- Step 3: Analyze Search Engine Results Pages (SERPs.)
- Step 4: Take Inventory of All Your Digital Assets.
- Step 5: Align Your Editorial Strategy.
- Step 6: Map Keyword Concepts to Digital Assets.
- Step 7: Operationalize.
- Step 8: Don’t forget Digital Asset Optimization (DAO).
- Step 9: Promote Your Optimized Content.
- Step 10: Measure the Results.
There you have it—the Laws of Content SEO, by Lee Odden. With these ten winning moves, take your content strategy to the next level. Chess, anyone?