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C3 2021
April 21, 2021, Online, New York, USA
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C3 2021: SEO And Content Performance: How To Supercharge Your Content Strategy
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About the talk

This workshop covers all things SEO, specifically for content marketers, so you can deliver the valuable content your customers are searching for. Learn to conduct topic research, create SEO-friendly content, and develop a customer-first content strategy.

About speakers

Mari Irby
Sr. Customer Success Manager at Conductor
Zachary Kakuda
Sr. Customer Success Manager at Conductor

I am a passionate, goal-oriented, and fiercely dedicated individual. My goal is to secure a job that enhances the skill set I already possess while challenging me to grow and make a difference. To be a part of a company whose passion for their work and commitment to their customers mirrors my own would be the ultimate alignment of my values and potential.

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Good afternoon, everyone. I don't think morning warning in some places. Thank you for joining us. We'll get started here in just a second. Let some other people trickle in. Talking about you guys. See some of my customers in the chat already. Hi. Tia. Hi Caitlin. Yeah, I think I see some, I see some folks. I know Chris that used to work with the Christian awesome, yesterday of the panel. So good to have you here as well. And please feel free to continue

using the chat to say hello. And loving thing, where everybody is from. Cincinnati, Lauren Marano. I visited Where else? Austin amazing. Hamburg Amsterdam. Thank you all so much for doing this afternoon. I'll give it another minute before we officially kick it off. As you can. See, I'm sorry, Zack is having trouble. I think, and it's going to be part of this. Yeah, it's probably better off than unfrozen. Nobody can see my face. So you guys are all guys were lucky this time. And my back I can't tell

when I surprised when you come back at 10. So if we can still hear you though. All right. Well, since we are at 155 North past the official start, we will go ahead and jump right and thank you all for joining us. This afternoon for a session call supercharged are content with sdl. Quick agenda, in terms of what you can expect from this session. There is going to be a quick and drop. The two of us. We are going to walk through a Content assessment, similar to Jack

and I would discuss content development for any of our customers and clients and then dive into five stops the that you can rely to supercharge your SEO content, of course the Q&A session. So definitely feel free to drop by the shop, but just in terms of fluid be great. If you know we can ask Yeah, so I guess I'll go first. Hi everybody. It's a pleasure to meet you. My name is Zachary kupu. I'm a senior at USF manager here conductor. He also says there that I am a very

depressed, New York Jets fan. That is very true. If you've been my client for a not time, you seen either claim of the Jets, when I share my screen, you seen my background is the Jets. Are there any other NFL or especially Jets fans? Feel free to come this way with me in the chat section? After I told Mark, I am Mario, be, I'm an fpo success manager at conductor self-proclaimed. Normally, we'd be having our conference within the city so far. Any of you plan to join us. Once we are in person. Again, you find me, I'd be very happy to give any

Get the recommendations of my talk. If you will be so wonderful to have all of you here with us this afternoon. So thank you for joining us. Ford in the head and just jump right into the content that we have for today. And speaking of content, available question, right? In the overall theme, hear what we really want to talk about it. Again. What makes good on a couple of minutes to let those of you who are either content writers or interested in creating content. Give me your best piece of advice your personal best piece of advice. In terms of what makes

a good piece of conscience. Go ahead and feel free to throw it out in the shop or read some of those off. Amazing. And some great responses already. What's the customer Stephanie Goodwin? Absolutely, absolutely. Irrelevant a couple of times of other relevant. Definitely involves word customer void. Amazing. Yeah, we just talked about that answer the question, but you're amazing. FEMA, is it you've been here before? That's great. Exactly goes well. Make it personal amazing. Or like this right content. Is it been writing to a friend? That's really cool?

Quality versus quantity of the customer potential, customer pinpoint another relevant. Amazing. Thank you so much for contributing. These are fantastic. I definitely agree with everything all deal with that. And I think that can be a little bit of the last box for some people because there are so many different ways to approach it. And one of the ways that we wanted to one of the way that we wanted to kind of walk through ways to really stay in between one of us

will jump right into that. Again. Thank you all so much for these really valuable insights in the chat. In line with thinking about what makes a good piece of content. Another question that often comes up is why might a piece of content fail. So like I said, and I'm going to be busy. If you want to walk me through what you're noticing, but recently talked about that, you created a piece of content targeting. It's about. But you recently reached out because you were disappointed with

the performance of his cage. It was underperforming a bit. So can you speak them out of that? Yes, definitely. So obviously more easily and teamon. Really, everybody else across the world. We were all kind of effect by Calvin. We wanted to kind of take advantage of a lot of people block people just doing security spot. People looking around and try to understand what was his. So I thought he had the opportunity to drive traffic to my site. So what we did was explaining what covid is 789 months now

and we're not receiving really any traffic whatsoever. So could you walk me through why that possibly could be? I think a couple things I'm hearing her right as you were first inclined to write about covid because it was really topical. But can you tell me how did you write about covid-19 question? Were you talking about your business at all how this piece of content, like what were you specifically targeting related to covid? Well, I will be kind of determined it was we saw everyone is searching for

secure on the top of coronavirus. So what we just want to make sure we did was we got caught up on the site as quickly as possible. So not really doing a lot of research behind it. But we want to make sure we got on the site that just goes into what do BJ's right now. Okay, just something great that you mention is that you were able to get a piece of responsive content up there, right? Which is definitely a component of content and making sure that you're a leader within your industry

is being created, how might that have impacted what you and have you considered that. Do it. It's not something. It's not something we can Siri at all. More eat some of that. We just wanted to wish you wanted. Make sure we got the piece up on the site as quickly as possible. You telling me that you're researching something that is imported went crazy content. I would definitely say that. Keyword research has the beginning phases of craving, a good piece of content and I will talk a little bit

more about that in future conversations will also kind of dig a little bit deeper and that you also maybe didn't address, which was the kind of content you're creating and the audience that your brand hat. Right? So we'll talk a little bit more about that. But I appreciate you being very candid about your process building. That's what we could get to the bottom of this. Yes, definitely. Thank you. So, coming back to be normal. That was both of us being a s s m. You can see that some of what we just spend some time with us. Seeing how this piece of

content was created and the process that was utilized before it was published. Leave it in the chat. Another quick question, for all of you. If you can list. Some of the ways.. In this example, has better prepared, this piece of content or maybe what he should have been writing about. Kristi dahlman got the best example of pertinent. Anthony Malvo, definitely. I never thought something that way that she could have been. Yep. Competitor analysis. Eileen perfectly said. Relevancy, another big Target word. Buzzword, if you will.

Good job. Good job, Lindsay. Kissing Cobra to us for to go to give me to call as well. I thought the same thing, better angle halko, being both of our customers. Typically, that's all awesome stuff. It looks like everybody's kind of read our minds. A can we were going with this amazing chat. It sounds like you're definitely following along in terms of where we trying to leave the conversation, definitely thinking about this in terms of how we might address content moving forward and especially tropical information

greeting relevant pieces of content. I know that there has been something that continues to show up in the truck today, but relevant is a little bit based on your own individual industry, right? Somebody else mentioned all of that, charging your content. So what we're going to look at here, in many of you have already alluded to our left, but the first step is going to be to terminate. Your topic II is going to be understanding the influence of your Brand's audience on that van end identifying your competitors. I love you called that out. So well

done obviously implementing what we know of as the best practice in evaluating your performance. So we jump into each of these individually and the kick it off. We're going to check out determining your topic. Awesome, what we always want to make sure we'll be able to make sure we're doing when we start creating a piece of content is doing our to your research on. So I'm so pumped up. You saw that again again again to chat because it really is super ports. Make sure they're actual keep

their actual people searching around your topic. The last thing you want to do is spend our very valuable hours. Create a piece of content, making sure it's seo-friendly checking on dying all parties parties. It's really no one searching around the topic. We'd create that we create music on surround. It is super super, super super, super important, Super X Sandy that we make sure that we are doing our cure research. Standing how people are searching on Google. We want to make sure that people are switching to the top of that. We are that we are creating content

around and we're actually using word that people are using answer this way. We can use those words to Raffi's in content and always make sure that we are doing that. Can you research? So I do have a quick Poll for folks in the line. So I'm going to see if it actually works and adding right now, but I just kind of want to give you understanding of how many you do your research before your conscience created. So if that has populated place in like two has go ahead and fill that out.

Made it rolling in. Lizzy Lizzy. Yeah, I will give you a couple more minutes. Or do more second. I couldn't agree more with you there. Oh, that's amazing. Katie. I want to hear that kitty. So we even have Explorer up for brainstorming content. So we can do real times, you would research. A great concept. Awesome. Again, always make sure you do your research to understand. One, is your topic relevant and to how people are searching around that topic. Great. Thank you back within the

five-step process after determining your top is understanding your audience. Example. We took the search interest between hockey sticks, and mozzarella sticks to identify a very different and intense when we think about 2, and you can see very clearly hear the kind of audience and customers and consumers, that would be interested in these different kinds of contents. So, even tied it back, right? The hockey sticks, and I'm going with her example, of Zach pretending to be like eCommerce person at a sports equipment.

We wanted to come out to a slightly different topic. We think about it in terms of right, he was writing about it, but you didn't take into account his audience cares, more about sports and covid-19. He's selling his product right and take into account the different levels of intent, as well as the audience of your brand, is, should really influence? And I'm in the car if you forget it and certainly the approach that you take as well. I'm even when you consider the demographic of

your audience, so definitely something to consider and certainly something that I'd you expand upon your research. You want to continue to inject at all stages of your content creation. I know this is something that have been hit hard in the chat quite a bit before you always want to make sure you're identify your competitors. And there are a couple of your choice to bring it out. And supercharged, the cops that we are creating her. She won't understand who is ranking for the topic that we are trying to write about. Right

fun. I'm sure a bunch of people have run into especially during the pandemic and take me back to you. Can't we talked about earlier was no, is this topic of coronavirus who is ranking for that key word? When you think about me do that, while you may think there are there different age rating for the right for you to understand? I'm writing about a coronavirus. I'm running coronavirus content these. I may think that there is no that my make motorcycle motels or

Dick's Sporting Goods or other sports themed domains websites would be ranking on that sir. There's actually more of your FDA your CDC, more more relevance more relevant organizations to. Keyword just because those are the most relevant was the most awful domains that is going to be serving up, right? She want to understand like a look are our competitors talking about the topic or is this something that our competitors are not working at all for Additionally should be aware of is, what kind of content is being near. What kind

of pasta is ranking for a topic. Are you seeing more video results? Are you seeing more long-form content? Is it going to be more landing pages? Is it going to? Is it more blocks those fine? As the top-rated piece of content officer? On to our fourth points, out of the five-step process is implementing SEO best practices now and where we can start to what we know has the right to impact on our overall ranking of an organic disability or something like that and the consumer

voice when you can and where you can. So we think about some of these different pieces of metal. I think about your first impression, right, especially in terms of customer retention, as well as gaining new customer a lot about thought. Leadership earlier point. You have to be aware of, Or he shows up on the sir and you need to also be aware of how well those other domain. Those other pieces of content are sending signal to Google and making it easy for their consumers. I know you definitely want to take

into account as many of these best practices as you can and specifically Within. I can see a lot of you have some great questions in the chapter will make sure to address these as well as we get into that later portion of his presentation. So we'll jump in a few number five now. definitely, and once you Now, she wants you. Doggy steps. What you don't want to make sure you do is track your performance, right? Making sure. We're not just creating content, just to create content, meet you recruiting,, since you achieve our overall, our overarching business goals, right? I didn't give me, sent

did we set our goals. Did we do this conference? Ask for her goals. Are we getting the second of you wanted to get? Are we going to such as we want to get out of the city that we want to get out of this content? Some of that I see happen all the time. That's doing it can be frustrating to send me and I'm sure other systems really anybody in the scl community? Right, is launching a piece of content just to launch it right? And take a great job on the pipeline. It's done. We shoot it into got to shoot it into the Sqaishey live and then we don't talk about it ever. Again. We

always want to make sure we are tracking our content just a week and I'll add that to our overall strategy. Whoever that may be. So always, always, always make sure we're continuing to keep track of the cops never launched and make sure that we are in and make sure Amy against our calls. Where does smoking on layer over the top in terms of evaluating? Your performance is actually actually X back to the third step in the right. When you think about evaluating your performance. It's not just where do we bring in general? There is also that component of where do we

rank against these other types of competitors, right? When can kind of show up in many different ways in many different places and so, truly, making sure you have that scope in your performance and also, you can control yourself against for some learning Kennedy. You'll really be able to further, develop a piece of content and continue to make these optimization. That will make a piece of content live forever. Right? That's kind of why I was always on time and want to make sure that we continue to implement the movie. Not

just when you write a piece of content published. Right, but we do want to make sure that something that's considered moving forward. So, what's next? I know a lot of you have some great questions so that I can see are popping up in the chat. We're going to try to make sure to get to all those as well, but in terms of thinking about content creation, either content for optimization, what is the first step after today? Right? I'm hoping that this has started, at least an internal conversation. If you have a larger than just you, and you definitely want to take a look

at your current content creation process in terms of lead time, right? In terms of the process that takes to determine atopic. The process takes to get approval and get something like a new piece of content or even changes to a piece of content published and made live on the site again talk about one of your internal processes also getting more buying. So there was a ton of great conversation yesterday and they want to see three around sbob. Like a team sport and I definitely cannot agree more in terms of how you

can kind of get more buying and where other people can help support your process as well, but people will need to have better contact on what all that means. And then of course the final stop. Is it raining right now in bolts on as you do all of these steps, you know where there are opportunities for you to change a little bit of your process for improving. I Need a Doctor before we jump to the next person. I know you're much more person than me. So I think you covered it

time for this next portion and jump into a human. And I see a couple of you have already. What's a couple of questions. But if you don't mind dropping in the Q&A portion of off the top of your head, what content goes should we have what? Kpi? Right? I think if we look at back at kinds of what the next portion of this presentation at assessing, your current content creation process. I would definitely say that what that looks like in terms of again that reassessment

identifying and gold is figuring out which looks like how much can you expect to gain from publishing new piece of content? What computers do you already have? And what's your industry right? I think I'd be pointed out and he might be different then like the FDA has are comparison with the Sporting Goods site versus FDA when they write about covid. So your question about what continent do we have coming to your industry? Epi, but you definitely want to look at it from a visits

or session perspective in terms of organic traffic. So it's always great to see ya. And thank you everybody for adding into on your questions that you in a second. I'm actually going to address the question that Katie. Can you put in right here? I apologize. But Katie is asking are there somewhere close? So you can because I'm sure Jennifer opportunities to refresh Andre optimizing contact, where I would start out of the coven, coming from the doctor and you every single day, Searchlight has great ability to do this

because we are in green, your analytics. And we can very quickly. See if you can see, if you have poor. Poor continent. Has really been receiving organic traffic for a long. Of time. If you haven't been using searchlight, I would say going to ga. Going to Gia and take a look at your publish content that has really not been receiving. Really any organic Trevor. Very lower. Traffic has been prioritizing those pages and walking them through those five. Steps. Did we do keyword research for this topic? Did we make sure we are following SEO. Best practices.

Did we give me Publishers, peas account to me? Take a look at competitors, right afterwards. Those are all things. You can apply to react, amazing and refreshing existing Cox. I'd like to just address a question from Lauren reto. I saw it in the regular tag. Well, so make sure to get to you. What are your favorite ways to lower at the bouncer. It. So I'd love to question. I think that definitely considering your click-through-rate and making improvements and that is something that

can feed into improving or lowering your mouth. Right? And one of the ways that I often recommend a dressing that is assessing the content that either has no medal descriptions or not, very descriptive meta description because all those descriptions are not a specific renting factor to Google, they do help consumers understand what they can. Expect of the content are about to click on it, right from the store. So you can improve your medicine, scription, to be more athlete descriptive of your content. If you can, really tie it to

the overall, only have so many characters. I think you can, that's definitely one of the most easy easy. But one of the quickest processes in terms of addressing content, that doesn't have descriptions in place or just prescriptions that are not doing a very good job. The truly just write in the contract. So that would be my first stop there. Cool, and then I will tackle the Spectre from Asia. How do you emphasize that she'll contact the team project? There's a writers with the workflow

already in place. How do you train an S? Your brother's, that's her question, right? Sseo something that you don't really learn overnight and it does take some time to learn it. There is, there's a large, is a lot of facts and you can see her when you want your piece of content to rank on Google. But what I would do is try to make it as simple as possible and keep what they can do, what they can actually use that, which is on page SEO. Write something that I like to do. When I have a large eggs to make them, put them in charge

of their own content and also keep them updated on how their contest performing. Yo, I work with a bunch of riders. Something that I've learned about writers is they always want to make sure that their content is being founded being seen, right? You're not writing this just for no reason. They wanted their running so they can get high. So making sure it may be sure to let him know if they follow a CEO of best practices, their content will be found and it will be seen. And maybe, I know on this is something that Chris gets off earlier. I'll just put in charge of their own content, making

sure they are making sure their understanding there were saying how the transfer for me would go a long way. So, thanks for the collection, Asia. We got a couple other that is going to try and get to as many DeMarco morass. What does it mean? When conversions don't reflect the numbers of views and that's really interesting question. Right? I think very similar to the first question. We addressed there is a component of like, understanding your industry and what you can expect, you know your audience. How large is your audience? How how much intent is there for either

the products that you were selling or the white papers are rioting? Right in the information people looking for somewhere that does require looking back into the metrics that you have informed of like, do successful conversion. So, I definitely think that there is a component of reassessing current performance in terms of the mattress. So how to turn it back to the first question again, really determining, you know what you can expect of your performance from Senor Industries, I would always take a look right at that and doing some research in the space as well.

Cool, awesome. So, I am going to answer Justice question. No days off move quickly. And Bruce, can sometimes be an afterthought if there were three things, I would help you guy in Ark. What key information? You provide a writer. This is a question and thank you for asking. Jessica list three things that I would provide a writer. Making sure they have done to your research and doing your research. So, even making more simple than that. Making sure they have a primary key or right? I think about what are people doing is they are putting in the

keywords to get search results. So, making sure that a writer has a primary key word that are holding above everything else is, certainly very important, and I think just as far as Billy off, that making sure that that primary key word is included, and now you're most important, meditate and write your title tag your H1. It's so it's so surprising. How often you see a great piece of content. That's just not well off tomorrow. So making sure we have that primary key word that is included in our internet. In our, in our H1. We have a few words in

RH 2, 3, 4, 5 and 6 is it does go a long way and it is important. So just making sure they have that kind of Picture to Chris said, they're always keep that primer. If you were to mine would be my destination. Awesome. Thanks. Another question here from Patrick Bernard if I'm saying that correctly, essentially it's a longer question. So essentially, you know, what is are taken off? My vein past press releases and answer my question to be like past created pieces of content or the recommended threshold in terms of time.

So, how old right? And I love that question. I think it goes back to what we know about the old witches that if you stand up a good piece of content, if you work to improve a piece of content, you know, there was a really shouldn't be a stoplight associated with now. Is, it is extremely tropical? Ideally people are not writing about a life that were living in covid and even the matter the next few months, but I imagine the next couple of years, when it's not going to be an important topic. I would hope, you know, how much

but If there is something that continues to be important,, there is a way to refresh the continent terms. If there's new information, right? You always want to make sure that you're on top of updating that information and what people can expect it and not just the content on the page that is going to be stuff, like it is going to be stopped. Like if it were a press release obviously recirculating that there are some components to different pieces of content, but aside from it being hyper-focused on one topic that might have now passed us by. I would definitely recommend looking

at your content and finding ways to optimize it with new information and that's one of the quickest way to address. Awesome, and cute reporters asking, do you have any advice on improving the server position for concept chicken, the office box for future Snippets having kids as it is. Making sure they exist for the key words that were targeting something that we're not going to be able to do. Is there something I can do? Or if you can do this, please let me know that we

can all get very very rich is for school to put a featured snippet on him. So you can answer for particular keyboard, right? If there is not an answer box on a feature on a surfboard Cedar Key Word. We're not going to force Google to put that answer box there to what we want to make sure we're doing is choosing keywords that already have featured Snippets. I know the same goes for, you know, video, carousels image results. All his Universal search results. We're not going to 4 schooler publishes a monster. So when we do discover a key word that has a p You stupid on the sure.

That's what you really want to Target to get onto the surfboard that featured snippet. There's actually also a really good feature in search, like, all this all types, that helps those identify, what featured Snippets are cheering for. The key words that were tracking us, the way that I would go about Katherine's because nipple piercing. Great. Thanks. Zach. Next question, here is from Timothy. Serravallo. I really appreciate this question. So how effective is content that relates to current events such as the

Shogun verdict audience is looking for businesses that are socially. We're involved in the community. The latter part of that question. Our audience is looking for businesses or Community. I would say yes, and the keyword research isn't for trial or particular event that this actually ties back to an earlier Point. You're going to be a ton of news. Results are going to be later like the Twitter feeds, right? The Twitter Carousel. So when you think about writing for a piece of

content, it's Not always as simple as its considering why might this be, why might this be valuable? So even you know, businesses that are socially aware, you could make a Google search for that within keyword research. You could look up on environment with a nobility environmental sustainability. You could look up for racial Justice, right? Those are all supplemental topics to the overall thing that I think you're asking or the topic. It should Target movies additional supplemental,

keyword as well. And do keyword research, both leveraging a platform like conductor, or even leveraging, Justice / can be helpful in making that determination. Thank you for that question. Already and pasta shells, asking its customers with me and Paige. How do you show value customer relationships, and downstream actions piece of content that we created is going to is going to result in. Now, Millington version of Fortune is not the world we live in, right? So, I think the first thing to understand is

you look at Wisconsin, if it is receding traffic, understanding, why are people not converting on this page? He not bring you some of that encourage people do just so they can understand where people are looking at page. And if argue now, I've had things were too simple. As like, a, look, we have no call to action on this page. So, that's why people are converting decimals understand. Why do we have a call to action? Is it obvious or People Are People is, if is not obvious. Can we make it more obvious and making sure we're driving people to continue. Like you said to go down. As far as

showing value relationships, that's a tricky one. Almost clean cut on the metric or something. I might refer to you is time on page to understand seeing how long people are spending on piece of crap that you created making decision based on that. If we do need to reach out to Meijer or repurpose that page, but really good in her singing. Tough question. That would be happy to follow up on you being on that one. Perfect, exact. Okay. Last question here from Julius Francis is SEO. Apply to social media content in the same way, or is it not Apples to Apples? Much fun? It is very

expensive. And even I like your social media, I think Instagram, Twitter, Facebook, all of these different. It's not directly, Apple's apple and something for you to consider the accusation of how people engage with either your company's. He's other applications are optimizing and Publishing content. You want to make sure that when you went back to the ideally landing page that you have on your site, all of those keywords do support each other, right? You wouldn't want to write a piece of pie. Social media post and those to not be as related, you know, as

they should be. Ultimately end up hurting you in the long run. So if there is anything to say about the last between creating content for the organic space and social media is he want to make sure that they are Irrelevant in terms of connectivity. And we are just up at time. Trying to see if there are any last questions here. Thank you all so much for joining our assessment. They were so appreciative of taking the time to join us and you follow up with questions. We'll do our best to do the same. So, thank you so much.

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