BlastAM Zoomerang Blog Guidelines V6.0 PDF

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ZOOMERANG BLOG GUIDELINES
MarketTools, Inc.
Laura Moon
Laura.Moon@markettools.com
Blog Guidelines V6.0 July 22, 2011
TABLE OF CONTENTS
Overview .........................................................3 Basic Content Strategy ...................................5 Connecting Your Content ................................6 Developing a Blog Post ...................................8 Blog Post Development Process .....................10 Blog Posts & SEO ............................................13 Optimizing Blog Posts in Drupal .....................13
Page Name / URL ...........................................................14 <Title> Tag......................................................................15 Meta Description ............................................................16 Headings ........................................................................17 Photo Optimization.........................................................18
Conducting Keyword Research .......................24 Writing Online Content - The Basics...............26 Content Writing for SEO & UX .........................28
Keyword Linking ............................................................29
Blog Post & SEO Example ...............................30

Blog Post Optimization: Before & After .........................36
Zoomerang | Blog Guidelines
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TABLE OF CONTENTS
Overview
Purpose
This document denes blogging best practices to help you create optimized blog posts and how to connect your blog to other online marketing channels. This document was created to serve as an educational tool and roadmap for your blog and blog strategy. It has an underlying theme of connectivity, which refers to the cohesiveness of all online marketing mediums.
Connected Marketing
When all parts of an online marketing communication strategy are cohesive, your Return on Investment (ROI) for each individual piece is enhanced. A holistic approach will improve conversion rates, create higher user engagement, and generate a greater volume of quality trafc.
Goal of Connected Marketing

Connect with users where, how, and when they want to receive information Effectively guide users to your website - your primary point of action and revenue generation Increase trafc and SEO authority for website & blog by interlinking online marketing channels. Don!t forget to share the love by linking to external sources, which is key to success.
Remember: Your website is the HUB of all online marketing channels.
Message Board
Email
Twitter & LinkedIn
Articles Directories Wikipedia Local Sites
External Sites
Blog
YOUR WEBSITE
Facebook
YouTube
White Papers
Organic Search
PR News
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CONTENT WRITING
CONTENT STRATEGY
Zoomerang | Blog Guidelines V2.0
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CONTENT STRATEGY
Basic Content Strategy

Before you begin developing ANY type of content, you need to have a road map in place. With a specic strategy in mind, you can create content in a more specic and efcient manner, while meeting all the needs, wants, and desires of your target audience.
Developing a Content Strategy and Timeline

1. Understand What Users Want
Gather and interpret QUALITATIVE and QUANTITATIVE website performance metrics to evaluate whether or not your website is MEETING USER EXPECTATIONS. Use Google Analytics and other sources for quantitative data Use 4Q and other feedback mechanisms for qualitative data
2. Audit Your Current Content

Know what content is available (old blog posts, website content, etc.) Understand types of content in your overall content strategy, as well as their past performance (did the content meet user expectations). Reduce, re-use, and recycle content to make development more efcient
3. Evaluate Available Resources

Before you start, it is good to know what resources you have available on your team for the development, management, and review of any content that is developed.
4. Prioritize Content Efforts

Create a list of all user wants/needs and cross reference it with business goals and keyword targeting. Develop a list of content priorities based on how well they will meet user expectations AND company goals.
A content prioritization spreadsheet is available if you need additional assistance.
5. Develop a Road Map

Rotate through target keywords from the Keyword Linking Strategy document, with an emphasis on top 3-5 keywords. Use a spreadsheet to manage your blog ideas. Evaluate your content priorities AND resources available to develop a timeline for content creation, even if it is a rough estimate.
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CONTENT STRATEGY
Connecting Your Content

Below are general examples of how different types of content should be linked together. By doing this, your message will have added strength as users travel across mediums, as content will carry the one cohesive message throughout. In many cases, it will also increase your online brand presence, credibility and website authority which can boost trafc to your website and reinforce your value to existing visitors as well as potential clients/members/etc.
Marketing Medium
Blog Post
Link to Related Content:

Relevant Page on Your Site External Authority Site Relevant Page on Your Site Relevant Blog Post External Authority Site Relevant Page on Your Site Relevant Blog Post External Authority Site Relevant Page on Your Site Relevant Blog Post External Authority Site Social Media (All)
News
Content
Newsletter
Email Blast
Relevant Page on Your Site Relevant Blog Post Social Media (All) Relevant Page on Your Site Relevant Blog Post External Authority Site Relevant Page on Your Site Relevant Blog Post Relevant Page on Your Site Relevant Blog Post Relevant Page on Your Site Relevant Blog Post External Authority Site Relevant Page on Your Site Relevant Blog Post
Press Releases
LinkedIn YouTube
Facebook
Twitter
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CONTENT WRITING
BLOG POSTS
BLOG POSTS
Developing a Blog Post

This section provides a comprehensive guide for the planning, creation, and optimization of blog posts. These simple steps signicantly increase the value of your blog post in the eyes of your target audience. By incorporating basic SEO and usability elements into your blog posts, you will benet from more sustainable trafc generation, higher frequency and quality of leads, and a positive Return on Investment (ROI) for your Online Marketing efforts.
Before You Write

1. Dene the purpose of your blog post.
Starting with a clear denition of why the blog post is relevant/important to both your audience and your company is a fundamental step that is often overlooked. Why is this post relevant to its readers? How could it help us achieve our business goals?
2. Perform quick keyword research to nd content ideas.

Each blog post that you write should revolve around 1-2 target keywords that t under the umbrella of one of your blog!s categories. The target keywords that you choose should be both highly searched and relevant to your audience (p.24). Once selected, keep these target keywords (and slight variations) in mind while you write.
3. Avoid stop words (a, and, is, etc.) and low value words.
Try to eliminate irrelevant words in the links, headings, page titles, and other key SEO aspects of your blog post. This increases focus, relevancy and sets better user expectations, while placing more emphasis on target keywords for improved search engine visibility.
4. Find relevant internal links with targeted keyword(s).

Once you have dened a target keyword, choose relevant content you have already developed that you can link to that includes the target keyword in both the words of the actual link and the internal content you are linking it to. Develop a list of links that include your target keyword(s) to use throughout your post in the appropriate spot.
BLOG POSTS
5. Add links from your post to external sources thoughtfully.

Search engines prefer to rank hubs well since they are more helpful for users. They are the director of trafc, pointing users in the right direction of the valuable information they seek. Search engines penalize websites that over-link their site content with their blog without incorporating external sources.
Ineffective Linking Strategy Not interlinking with external sites effectively.
Effective Linking Strategy Your website needs to be a HUB of information for your industry.
YOUR WEBSITE
YOUR BLOG
YOUR WEBSITE
YOUR BLOG
Website overlinking to blog Website and Blog not linking externally enough Blog not linking to website enough Not enough external sites linking to blog Not enough authoritative sites linking to website
Blog links to website greatly exceed links from website to blog More links from blog to external sources More links from website to external sources More links from external sites to blog so blog can pass this authority to website More links from authoritative industry sites linking to website to increase quality of links versus quantity
BLOG POSTS
Blog Post Development Process

Below is the general workow for creating blog posts efciently and effectively. A visual diagram is provided for this workow on (p.11).
Before You Start Decide if this blog post is intended to:
1. Refer to Keyword Priority List (p.29)

As you develop content for your blog, you will be rotating through the top 3-5 keywords to ensure that SEO authority is spread evenly among the high priority keywords.
Build SEO authority for high priority keywords (75%), OR Provide related/engaging content that is not directly related (25%)
2. Choose Keyword and Topic/Idea

Choose a keyword - select a high priority keyword that is up for rotation. Map to a relevant topic - Map keyword to related content/topic idea.
3. Write Post Title (Critical to Success)

c. Balance of keywords and stirring interest/curiosity
4. Grab Attention with Engaging Introduction

The title of the blog post and the rst few sentences should immediately demand the reader!s attention.
5. Make your Point

Users should know the overall focus/topic of the blog post within the rst paragraph or so. The semantic structure should be logical, with unique headings for sub-topics and supporting paragraphs.
6. Add a Call to Action

Encourage the user to take action, preferably an action that moves them further down the conversion funnel in a logical manner.
7. Invest in Visual Support and Detail

Blog posts without an image or video are not effective. Spend some time tracking down an image that reinforces main concepts. If you can!t nd an image that relates directly, use the next best thing.
8. Revise and Correct

Have others take a look at the blog post content to make revisions/edits.
9. Decide When to Publish

Blog posts are typically more effective when published on Tuesday, Wednesday or Thursday mornings but this varies by audience.
10. Promote & Interact

Choose marketing channels in which you will promote the blog post (social media, website, newsletter, etc.). See (p.6) Advertising is effective too. Pitch to other successful bloggers and promote your blog post to target audiences (potential customers, existing customers, industry leaders, etc.) More ideas: blog commenting, add to email signature and follow up posts.
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BLOG POSTS
Blog Post Workow Diagram

Refer to Priority Keywords List ( p.29)
Choose a Keyword to Focus On Develop Blog Post Content Choose a Topic/Idea Related to Target Keyword Distinguish/Add Call to Action
Write Post Title w/ Target Keyword
Add Headings with Target Keyword
Incorporate Internal & External Links Add Visual Support and Detail
Peer Review (QA)
Strategize When/ Where to Promote
Publish, Promote & Interact
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BLOG POSTS
Choosing a Blog Post Topic

As mentioned, your blog post topic should be centered around a High Priority Keyword (p.29). With that keyword in mind, begin researching and brainstorming your blog post topic.
1. Recycle Internal Articles/Content

Recycling marketing materials you have already created will make your life easier, while encouraging a more integrated marketing strategy across mediums. If you invest in writing a solid blog post, you can reuse that content throughout other online marketing communications (website content, email marketing, newsletters, etc.) as well.
CE
US RE
RE DU
Content
2. Research External Sources

Research topics related to the High Priority Keyword you chose to write your blog post about. What topics are hot? What seems to be relevant to your target audience? Social media monitoring User feedback mechanisms Industry specic channels
RECYCLE
Topics that Work

Over the years, blogs have grown in popularity, purpose and value. What works, or what actually produces solid ROI, has changed as well. With that in mind, we analyzed what has worked for Zoomerang in the past as well as what will work for Zoomerang in the future: Content Topics (General) Instructional Questions Best Practices Examples Debate Research Interviews Spin Posts (take on external post) Case Studies Reviews Aggregation Content Topics (Specic) Top (#) tips _________ Tips Top (#)________Best Practices ________Best Practices How to Why You Shouldn!t (#) Steps to (#) Reasons why
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BLOG POSTS
Blog Posts & SEO

The SEO references in this section are general descriptions of critical components of blog post optimization, using one of our own blog posts (http:// www.blastam.com/blog/index.php/2010/11/how-to-add-social-media-icons/) as an example.
Drupal-Specic Instructions
Accessing these elements can vary depending on which Content Management System (CMS) you use.To help you grasp these concepts, we have added Drupal specic instructions for each SEO element. There is also a before and after example using a Zoomerang Blog Post (found on pp.36-39). SEO Element Page Name/URL (see p.14) <Title> Tag Name in Drupal Alias Location in Drupal Under the URL path settings tab Underneath the Title eld at the top of the blog post Under the Meta tags tab on the Edit page Under the Vocabularies tab
Page title
Meta Description (see p.16) Blog Post Category & Tags (see pp.20-21)
Description
Wordpress category, Wordpress tags
Optimizing Blog Posts in Drupal

After performing Quick Keyword Research as described in this doc (p.24), incorporate the 1-2 targeted keywords into the following SEO elements for added relevancy, search engine visibility, and quality trafc generation. Blog posts created using Drupal are special cases in that they automatically generate and use information for SEO purposes. However, information that is automatically generated is not always the best for SEO purposes. To demonstrate how to manipulate necessary items for SEO purposes, we pulled an example from a Zoomerang blog post that we recently optimized: Non-Prot Case Study: The Times Square Alliance http://www.zoomerang.com/blog/2011/02/16/non-prot-case-study-times-squarealliance
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BLOG POSTS
Page Name / URL

Establishes Your Post in the Digital World
Write page names (the end of your post!s URL) for search engines with your target keyword(s) near the front, so they make sense and quickly connect with users. Studies show that users spend 24% of their gaze time looking at page names on the Search Engine Results Page (SERP).
Quick SEO Tips:

Hyphenate - Use hyphens (-) to separate words Avoid Stop Words - Try to minimize the use of a, the, and, etc. Shorten Name - Create the SHORTEST page name possible Keyword Placement - Use target keyword(s)(p.29) near the front, while maintaining relevancy All Lower-Case - This is a best practice as page names are case-sensitive
Page Name/URL in Drupal (Alias)

When you enter (or change) the Title within Drupal, it will automatically use that title as the page URL AND as the <title> tag for the post. The URL that is automatically generated is typically ok for SEO purposes. To AVOID (if necessary): Under the URL path settings uncheck automated alias settings and enter a new, SEO friendly URL if the auto-generated URL is not properly optimized.
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BLOG POSTS
<Title> Tag
Three Seconds to Grab Attention
The title tag appears as the heading for your blog post on the Search Engine Results Page (SERP). By writing a title tag that is unique and includes the your target keyword(s), the user will be further encouraged to click through to your page.
<Title>Tag / Page Title in Drupal

When you enter (or change) the title within Drupal, it will automatically use that title as the page Title, or the <title> tag (as well as the URL as mentioned earlier). To AVOID: Enter an appropriate title tag into the Page title eld located at the top of the Edit page.
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BLOG POSTS
Meta Description
First Chance to Hook the User
Write a quality post description that incorporates your target keyword(s) and entices the user to click through to your page. Pretend the excerpt is a mini advertisement for your post. Incorporate some sort of Call to Action (CTA) or teaser to encourage users to take action and click through to your post.
Quick SEO Tips:

Persuasion Power - Write the description like a mini ad, with a CTA Keyword Density - Incorporate your target keywords Keyword Placement - Place your target keyword(s) as close to the beginning as possible Keep it Simple - 150 characters is a good target length Don!t Duplicate - DO NOT just repeat the page title for your meta description
Meta Description in Drupal (Description)

When you enter (or change) the description within Drupal, it will automatically use that as the Meta Description for your blog post. However, a description of the blog post itself and the meta description can vary drastically. Thus, you should write the description to be SEO friendly. To AVOID: Under the Meta tags section, adjust the Description to be a meta description optimized for search engines .
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BLOG POSTS
Headings
Reinforcement of Your Main Topic
Use subheadings like H2s within the article (H1 heading is automatically the post title, so you don!t add any additional H1 headings manually) to separate your blog post into sections. If you use slight variations of your targeted keyword (p. 29) within the headings, search engines will weight your post with more relevancy for that keyword/topic.
Quick SEO Tips:

Engaging and Relevant - All headings should grab attention and support the main topic Keyword Density - Incorporate your target keyword(s) into H2s, H3s Keyword Placement - Place your target keyword in rst 1-4 words Keep it Simple - Be concise with headers, to avoid diluting the focus (10 words or less) Don!t Duplicate - DO NOT repeat any headings word for word
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BLOG POSTS
Photo Optimization
Visually Represent Your Post
You should ALWAYS INCLUDE PHOTOS in your blog posts, even if they don!t directly relate to the topic you are discussing. Providing a visual element enhances the quality of your blog post and helps reinforce the topic. There are a few SEO and usability elements that need to be considered when inserting an image including the image File Name, Image Caption, and Alternate Text.
Quick SEO Tips:

Keyword Density - Incorporate your target keyword(s) into photo caption, alternate text, and image le name/title Engaging and Relevant - Alternate text should describe the photo and include a target keyword (p.29) Keyword Placement - Place your target keyword in rst 1-4 words Don!t Duplicate - DO NOT repeat phrases used in any of the 3 photo elements
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BLOG POSTS
Photo Optimization in Drupal

To optimize the photos you use in your blog post, right-click on the photo in the Edit screen to access the important SEO factors that need to be adjusted. Enter an Alternative Text for the photo that contains the target keyword(s). Note: The example used (Non-Prot Case Study: The Times Square Alliance) was not assigned a blog category. The most appropriate option available would be Case Study. However, you may want to consider adding a non-prot category to your blog.
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BLOG POSTS
Category & Tags

Identifying the main topic of your blog post
The category that you le each post under and the tags that you attach to it allow users and search engines to quickly identify the main topics of the post itself. Each blog should be assigned to only ONE CATEGORY and should include 1-5 Tags. All categories and tags should incorporate your target keyword (p.29) or a close variant.
Quick SEO Tips:

Single Category - Choose only one blog category to le each post under that represents the topic umbrella the post falls under Keyword Density- Target keywords (p.29) and close variants should be chosen for tags Don!t Duplicate - DO NOT repeat phrases used in any of the 3 photo elements Don!t Stuff - DO NOT use more than 5 tags for each post to avoid spammy over-stufng. Avoid Branded Keywords - Such as Zoomerang or Zoomerang surveys these types of tags are reserved for external sites only.
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BLOG POSTS
Blog Post Category in Drupal

Selecting a category for the blog post is fairly straight forward within Drupal. Simply choose ONE Category from the Wordpress category section that is HIGHLY RELEVANT to the blog post itself. Note: The example used (Non-Prot Case Study: The Times Square Alliance) was not assigned a blog category. The most appropriate option available would be Case Study. However, you may want to consider adding a non-prot category to your blog.
Blog Post Tags in Drupal

Selecting Tags for your blog post is slightly more complicated than selecting a Category. Choose 1-5 Tags that are HIGHLY RELEVANT to the content of your blog post and are aligned with your target keyword(s) strategy (p.29). Note: The blog post tags for the example used (Non-Prot Case Study: The Times Square Alliance) were changed to include target keyword(s) that are relevant to the content of the post.
Do not use branded keywords for Tags such as Zoomerang or Zoomerang Surveys. Tags like this are only need to be used on external sites like YouTube.
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BLOG POSTS
Contextual Links
Guide Your Users to More Information
These links are key ways to keep people engaged on the site by providing relevant links to related internal and external pages. Linking to related pages especially internal pages is very important because search engines analyze the text in these links to better validate the focus and value of a page and identify overall site themes.
Quick SEO Tips:

Engaging and Relevant - All headings should grab attention and support the main topic Link Density - Incorporate 1-2 links per paragraph (general benchmark) External Links - Be sure to link to other external authorities on the topic you are discussing Internal Links - Link to at least one relevant post or content page on your website that speaks to a similar topic Informative - Choose words to link that correlate to where you are linking (avoid click here)
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CONTENT WRITING
REFERENCE
KEYWORD RESEARCH
Conducting Keyword Research

Selecting and mapping keywords for Search Engine Optimization is part science, part art. The following are the recommended steps for determining your specic target keyword(s). However, there are a number of factors not mentioned in this process (industry-specic aspects, social taboos, etc.) that might play a part in the nal selection of keywords. Your GOAL is to nd ONE KEYWORD PHRASE to target for your blog post. That target keyword should have a fairly HIGH TRAFFIC VOLUME and be VERY RELEVANT to the content of your blog post. 1. Brainstorm a short list (5-10) of keywords that are relevant to your target audience. Also, review your Google Analytics Keyword Report with Branded Terms excluded for more keyword ideas. Find Keyword Phrases that are around 2-3 words each Be sure Keyword (or Keyword Phrase) is relevant to content/page topic Focus on highly searched terms using keyword research tools (below) 2. Verify and extend your list with keyword research tools. In this step you will verify whether a potential keyword is actually being used in searches, nd additional words, phrases, or variations, and identify which words are used more frequently than others in searches. " " Tools for Keyword Research Google!s Adwords Keywords (free) - https://adwords.google.com/ select/KeywordToolExternal Helpful for nding related keywords within a general search category. Does not provide search volume numbers, but displays overall volume trends and relative volume comparisons between keywords. Google Trends (free) - http://google.com/trends Great for performing comparisons between multiple search terms to identify best keywords to focus on. Google Webmaster Tools (free) - http://google.com/webmaster Great for identifying what keywords are driving trafc and how you are ranking on Google. Also, helpful for performing comparisons between multiple search terms to identify best keywords to focus on. Allows you to manage any indexing errors, bad links and manage critical search settings. Google Analytics - Review the keywords that users are using to currently nd your site. Idea: Find underperforming target keywords and create more relevant, higher value content on blog to increase user experience and goal conversion. 3. Check Competitor!s pages See what keywords they!re using in the page title, meta description, headings, links and body content. But don!t assume they are Tips on how to conduct keyword research: in general to identify topic ideas to rene your existing topic ideas for maximum trafc.
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KEYWORD RESEARCH
properly optimizing their content (as many companies are not). To view a web page!s meta description in a browser: Select View > Source from the browser menu o The page code will open in a new window To view the meta description, look for a tag that begins with <meta name=description. Note: use of competitors! company and brand names for SEO purposes, while potentially useful, has been the cause of numerous lawsuits and should not be employed without clearance from legal counsel. 4. Filter, focus, and map. In this step you will balance several interrelated factors to select 1-4 keywords/phrases identied in steps 1 through 3 to target for each page. As always, the overarching consideration should be the potential visitor!s experience. If your content is both easy to nd and valuable to searchers, you are improving their experience of the web, of your site, and of your company. Relevance. Is this keyword very relevant to the current or planned content? Visitor experience. Does the target page give the searcher what they hoped for when they searched on that keyword? Search volume: Do enough people search the keyword to make it worthwhile to optimize for it? Compatibility. Are the keywords you!ve selected for this page compatible with each other? That is, can they be used in combination relatively easily, without creating difcult-to-read headlines and sentences? Strategy and page power. For high-volume keywords, does this page have a realistic chance of ranking well for this term, especially if it is already targeted for another page? Strategy and internal competition. Is there already a strategy in place for keyword use and does it include this keyword? Are there any overlaps or conicts with other site pages, sections, or PPC ad campaigns that need to be considered? 5. Refer to keyword linking strategy document (p.29) for prioritized list of keywords to target continuously. Then, routinely perform keyword research to identify new topics and ways people search for specic topics. For example, do they search for: A. Best survey companies ( OR ) B. What is the best survey company A. How to do a student survey ( OR ) B. examples of school surveys
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CONTENT STRATEGY
Writing Online Content - The Basics

This section reviews basic writing tips for developing effective content, regardless of what online marketing channel is used to distribute it.
Answer Who/What/When/Where/Why/How
Consider the basic 5 W!s and H of writing in a way that is relevant to the user, their specic stage of the customer lifecycle and point of interaction.
a. b. c. d. e. Who am I writing this for (target audience)? What content would be engaging/useful? When will it be released or take place? Why is this information being communicated? How should it be communicated?
Write for All User Types (Within Your Target Audience)

Although you might be communicating to a specic audience, various user personas exist within this group of individuals.
Types of Users
Humanistic
Respond to human emotions and people more than products and services. How does your product/service make their lives or the lives of their clients better?
What They Look for: Who?
Competitive
appeal to the inner competitor and communicate what your product/service can do for them. How does this information give them a competitive advantage?
What?
Spontaneous
Simplify the details for quick decisions and portray your enthusiasm in your writing. How could your content get them excited about a particular topic?
Why?
Methodical
Break things down into numbers and data, while focusing on the facts. How does your product or service help them achieve measurable results or what facts do you have to justify your content?
How?
ALL USER TYPES

As appropriate, all of the above look for information regarding WHERE and WHEN.
Where? When?
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CONTENT STRATEGY
Introduce Important Information at the Top

Create a funnel of relevant information for your topic, introducing content that is most important/most engaging towards the top. Once you have their attention, keep them interested and engaged, slowly reducing the pizazz of content until the necessary information is communicated. Tip: Starting with a question is a proven method to engage your audience.
Customer Centric Writing - What!s in it for me?

Always consider your target audience!s point of view. Be sure that content is providing value to its readers. Also, avoid using company-centric verbiage such as our, us, we and use customer-centric verbiage instead such as you, your, member!s.
Easy to Follow Semantic Structure

Content should be delivered in a way that is both instantly engaging and easy to scan, and easy to read once a topic is found. To do this, divide your content into separate sub-sections of information underneath the umbrella topic. Each section should be visually emphasized (typically with a header or bolded text) and contain information that can stand alone (to a certain extent).
Most Important CONTENT INFORMATION
Least Important
DON!T FORGET TO PROMOTE!

If you don!t promote the content you have written, it is a waste of time. Be sure to REDUCE - REUSE - RECYCLE your content to make it relevant for multiple marketing channels (p.6)
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CONTENT STRATEGY
Content Writing for SEO & UX

Content plays a vital role in the overall User Experience (UX) and SEO value of your overall online marketing strategy. At its core, SEO is about crafting content that is high-quality, usable, credible, and attractive. Your content should be highly relevant and easily digestible by both users and Search Engines (robots/spiders). The following are some tips to help you achieve this goal:
Choose the Right Theme/Topic

For each type of content you create, be sure to start the process by dening a theme. This theme should be relevant to your target audience, highly searched, and help you achieve your overall business goals in one way or anther. Finding the Right Themes/Topics: Check external sources for relevant topics and trends Review existing content for inspiration (what!s missing?) Conduct keyword research to see what is highly searched Notes for Blog Content: Choose only ONE Blog Category that your blog article!s topic/theme would t under, with 1-5 highly targeted tags.
Incorporate Target Keyword(s)

Once you have conducted keyword research to nd a relevant, highly searched topic, choose 1-2 target keywords that describe or fall within that topic to incorporate into the content body. Try to use synonyms and plurals of your target keyword Use your target keyword(s) in a way that makes sense to the reader
Consider Information Architecture (IA)

The Information Architecture of your website (structure and organization of information) should always be considered when writing content. Be sure to know where you are going to incorporate content (or link to) into the overall umbrella of information. Interlinking your content is key for helping users nd additional relevant information and it helps search engines better understand what your content is all about.
Produce Relevant Content

Don!t invest a lot of effort in creating content that people won!t ever see. Instead, optimize relevant content with keywords that people are actually using to nd content like yours. This saves time for the user and creates maximum value of your content. Also, this will focus your content development on what is highly relevant to the user.
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KEYWORD LINKING
Keyword Linking
Provides top targeted keywords and the primary target URL to link to when linking from external sites such as Facebook or creating contextual links within the main website or blog. Be aware that the target keywords are sorted in order of priority, meaning that you should attempt to use keywords toward the top of the list more frequently than those toward the bottom.
Target Keyword
1 2 3 4 5 6 7 8 9 customer survey survey questions online surveys online survey free surveys create a survey (online) survey software customer satisfaction survey(s) employee (satisfaction) survey(s)
Target URL
www.zoomerang.com/customer-loyalty-surveys/ www.zoomerang.com/survey-questions-types/ www.zoomerang.com/online-surveys/ www.zoomerang.com/online-survey/ www.zoomerang.com/free-survey-creation-tool/ www.zoomerang.com/create-surveys-online/ www.zoomerang.com/survey-tool/ www.zoomerang.com/customer-satisfaction-surveys/ www.zoomerang.com/employee-satisfaction-surveys/ www.zoomerang.com/web-survey-tool/ www.zoomerang.com/basic/ www.zoomerang.com/survey-tips/ OR www.zoomerang.com/ whitepapers/10-tips-improve-your-surveys/ www.zoomerang.com/free-survey-templates/ www.zoomerang.com/online-survey/ www.zoomerang.com/survey-tool/ www.zoomerang.com/online-polls/ www.zoomerang.com/online-polls/ www.zoomerang.com/make-your-own-survey/ www.zoomerang.com/signup/
10 web survey software/tool 11 free online survey(s) 12 survey tips 13 survey templates 14 survey 15 online survey tool(s) 16 create a poll 17 online poll 18 make your own survey (free) SIGNUP**
**Include target keywords with #signup! such as #signup for online survey account!
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BLOG SEO REFERENCE
Blog Post & SEO Example

The following pages have a visual reference for each type of SEO element (using the same blog post as before). This is what the nal product of your blog post should look like (depending on content). The target keyword phrase for this post was remove duplicate listings. 1
Post Title A) Title is engaging and informative B) Contains the target keyword
Category Only one category selected
2 2 3
Contextual Link A) Is at the beginning of content B) Links to an authority site on topic C) Contains target keyword
4 4 5
Bolded Text Important points are bolded for emphasis and extra SEO juice
Heading 2 A) Contains target keyword B) Provides semantic structure C) Is relevant and engaging
6
Image Optimization A) Alt text contains target keyword B) Small le size for quick loading C) File name has target keyword D) Adds visual interest to the post
Page 30 Condential
BLOG SEO REFERENCE
7
Content A) Content is attention grabbing B) Important information at top
Content List creates semantic structure
Image Optimization Image has relevant caption
9 9
Page 31 Condential
BLOG SEO REFERENCE
10
Heading 2 A) Relevant and engaging B) Contains target keyword variant
10
CTA / Contextual Link Promoting our services as next step (CTA) and linking off to a relevant page on our site
11 11
12
CTA / Contextual Link Promoting additional information as next step (CTA) and linking off to an authority site on the topic
12
13
Connected Marketing Encouraging visitors to share article, bringing messaging into other marketing mediums.
13
14
Tagged Terms Limited number of very specic tagged terms, related to target keyword phrase
14
Page 32 Condential
BLOG SEO REFERENCE

15
URL Contains target keyword
15
Excerpt Excerpt written about blog post is engaging and entices the user to continue reading
16
16
Page 33 Condential
BLOG SEO REFERENCE
17
Page Title A) Changed using SEO Pack B) Includes target keyword C) Attention grabbing
17
18
Meta Description A) Changed using SEO Pack B) Includes target keyword C) Attention grabbing
18
Page 34 Condential
CONTENT WRITING
BLOG POST EXAMPLE
BLOG EXAMPLE
Blog Post Optimization: Before & After

Before
1
Blog Post Title The title does not contain the target keyword(s) for the blog post .
2
Photo Optimization The featured photo does not have: Alternative Text, or A le name with target keyword(s) .
3
Contextual Links There are no contextual links in this post that add SEO or UX value .
4
Headings <h2> The headings are not enclosed in <h2> tags for SEO value and do not contain target keyword(s).
Page 36 Condential
BLOG EXAMPLE
Before
5
Category & Tags The post is not assigned to a relevant category and does not feature tags that contain a target keyword(s) and are relevant to post content. A branded term (Zoomerang) is also used as a tag which is not necessary.
6
Meta Description Meta description is duplicated across all blog posts (which is penalized heavily) Does not relate to blog post content nor does it contain a target keyword(s).
7 7
<Title> Tag Post title is being autogenerated into the <Title> tag for the post. Keywords could be more focused and targeted.
Page 37 Condential
BLOG EXAMPLE
After
1 1
Page Title Changed contains non-prot survey and survey case study
2
Contextual Links contextual links with target keyword(s) added.
Note: Headings were not optimized with Heading Tags because style tags from the website don!t suit the blog (i.e. they don!t maintain the visual semantic hierarchy). HIGHLY RECOMMEND creating proper heading tags stylized to work in blog and avoid using Bold for headings.
3
Contextual Links contextual links with target keyword(s) added.
Page 38 Condential
BLOG EXAMPLE
After
4
Image Optimization Alternative Text added with target keyword File name should still be changed to included target keyword(s), but not worth changing in this already published post.
5
Category & Tags Assigned to most relevant category (Case study non-prot surveys, survey case study and Times Square Alliance added as tags
6
Meta Description Meta description is unique contains target keyword(s) survey case study, Time Square Alliance and nonprot surveys.
7
<Title> Tag Added contains survey case study and non-prot surveys
Page 39 Condential
950 Reserve Drive, Suite 150 | Roseville, California 95678 T: (916) 724-6701 | F: (916) 724-6714 www.blastam.com | www.twitter.com/blastam | www.blastam.com/blog

BlastAM Zoomerang Blog Guidelines V6.0 PDF

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Informasi Dokumen

Deskripsi Asli:

Judul Asli

Hak Cipta

Format Tersedia

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BlastAM Zoomerang Blog Guidelines V6.0 PDF

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ZOOMERANG BLOG GUIDELINES

Blog Guidelines V6.0 July 22, 2011

Blog Post & SEO Example ...............................30

Zoomerang | Blog Guidelines

Goal of Connected Marketing

Remember: Your website is the HUB of all online marketing channels.

Twitter & LinkedIn

Articles Directories Wikipedia Local Sites

Zoomerang | Blog Guidelines

Zoomerang | Blog Guidelines V2.0

Basic Content Strategy

Developing a Content Strategy and Timeline

2. Audit Your Current Content

3. Evaluate Available Resources

4. Prioritize Content Efforts

5. Develop a Road Map

Zoomerang | Blog Guidelines

Connecting Your Content

Link to Related Content:

Zoomerang | Blog Guidelines

Zoomerang | Blog Guidelines V2.0

Developing a Blog Post

Before You Write

2. Perform quick keyword research to nd content ideas.

4. Find relevant internal links with targeted keyword(s).

Zoomerang | Blog Guidelines

5. Add links from your post to external sources thoughtfully.

Ineffective Linking Strategy Not interlinking with external sites effectively.

Zoomerang | Blog Guidelines

Blog Post Development Process

1. Refer to Keyword Priority List (p.29)

2. Choose Keyword and Topic/Idea

3. Write Post Title (Critical to Success)

4. Grab Attention with Engaging Introduction

5. Make your Point

6. Add a Call to Action

7. Invest in Visual Support and Detail

8. Revise and Correct

9. Decide When to Publish

10. Promote & Interact

Zoomerang | Blog Guidelines

Blog Post Workow Diagram

Write Post Title w/ Target Keyword

Add Headings with Target Keyword

Peer Review (QA)

Strategize When/ Where to Promote

Publish, Promote & Interact

Zoomerang | Blog Guidelines

Choosing a Blog Post Topic

1. Recycle Internal Articles/Content

2. Research External Sources

Topics that Work

Zoomerang | Blog Guidelines

Blog Posts & SEO

Wordpress category, Wordpress tags

Optimizing Blog Posts in Drupal

Zoomerang | Blog Guidelines

Page Name / URL

Quick SEO Tips:

Page Name/URL in Drupal (Alias)

Zoomerang | Blog Guidelines