What Kind of Content Will Resonate with Your Customers?

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Do curso por University of California, Davis

Optimizing a Website for Search

627 classificações

University of California, Davis

Optimizing a Website for Search

627 classificações

Curso 3 de 6 em 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.

Na lição

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

Conheça os instrutores

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

Hello again, now that we know how to gather and

analyze content on our competitor's site, in this lesson,

we'll take a look at how to analyze social signals.

Social sites, such as Facebook, Twitter, LinkedIn and

Google+, all contain important data that can be central to our success.

We'll also look at some easily accessible online tools that will help us unlock and

analyze this data.

Next, I filled in the social media data.

I used a tool called ShareMetric, which is a free Chrome extension.

There's a lot of different and similar tools out there to choose from.

Basically, whenever you are looking at a page, you can click on the ShareMetric

icon for detail on social shares, and it will break all of this data out for you.

While analyzing this, I can immediately see a few things.

Chegg's audience is very active on social channels.

I bet if we created content with the right calls to action for comments,

shares, or another type of social interaction,

we would be able to get a lot of traction out of that.

I also see that people use Google+ to plus one content pretty frequently,

this is good to know.

A plus one button would be really important to include within the content.

Pinterest is the least popular, but to be honest,

none of these pages have very pin worthy graphics either.

Given how active this audience is on other social networks and

the fact that there are still some pins, I bet if the client emphasized pinnable

images within their content ,they could increase engagement and shares here.

LinkedIn seems to be the most popular with career related posts.

This makes a lot of sense.

So if the client were to create any of these,

sharing to LinkedIn would be really valuable.

It might be worthwhile to add a specific call to action on these posts

that mentions sharing with their audience on LinkedIn.

Perhaps even some content that might appeal to college students,

such as using LinkedIn to find a job or

best ways to optimize your LinkedIn profile as a recent graduate.

Another thing I like to do is add up all of the columns, so I can get a good idea

of what type of social sharing and content is the most popular.

The vertical axis shows the type of social sharing people use the most,

while the horizontal shows which pages get the most social shares and links.

So we can see that Facebook likes and comments outweigh anything else.

So having a strong Facebook presence is a good idea.

Google plus ones outweigh Facebook shares, and

Twitter is the next most popular sharing platform.

We can also see that the most shared page is scholarship matching,

followed by homework help, which is unfortunately a paid for resource.

We can probably create some free homework related resources to increase

social sharing on our site.

You want to make sure you're not copying your competitor's content strategies but

using this to come up with your own original ideas

that take advantage of the insights you have gained.

Let's use something like homework help as an example.

We know off the bat that we can create an area that helps students with their

homework.

But this is a really time intensive solution to develop.

However, having a section of our blog

dedicated to homework help might be a step in the right direction and

would be a great resource that we can build up over time.

From our analysis of our first competitor, we have gained the following insights

about both our target audience and our competition.

We know that our target audience are big social sharers, so

it's a great idea to include calls to action to share and

also take advantage of social media to spread content.

We can add some topics like homework help and career related posts.

This will increase interaction and engagement.

We have also learned that our competition has some good SEO in place, but

are also making some mistakes, such as having duplicate pages and

hosting great content on subdomains.

The next step is to complete this process for

each of your main competitors and note your findings as you go.

Following the steps laid out in this lesson, you should now be able to

analyze your competition to determine what types of content they are producing,

and identify areas of opportunity for your site.

That completes the video portion of this lesson.

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