Smart Content & Smart SEO: Mastering Audiences & Architecture by Michael Kirchhoff #401

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. My name is Matt Bertram, the schema sultan. The schema, the sultan of schema. The sultan of schema. Welcome back to another fun-filled edition of the podcast. This is podcast number 401. That is one past 400. This is the last podcast of the year. As always, we do have a tip from our previous podcast, and that tip is... Remember other search engines like Pinterest and YouTube when you're going after your SEO strategy. Yeah, so when establishing your SEO strategy, there are more search engines than just one. Yes, there are. Got to repeat it. There are more search engines than just one. There's tons. Remember YouTube and Pinterest. We talked about it in podcast number 400, so remember those. Subscribe, follow, like, boom! All right, so please remember we are broadcasting live here from Houston, Texas. And Matt and I, we are your friendly local neighborhood Results Rebels! Yeah, we need that Rebel Yell song, except I was told no one else would do it. What was the song? What was it? Billy Idol. With a Rebel Yell! Yeah! Since most of our audience... All right. Yeah, that goes way back. Hey, we've got a couple new things happening here. One of them is we have a sponsor. So in the middle of our content, we are going to have some sponsored content. Yes. That's going to be fun and exciting. I wanted to get this review out there. This was pretty awesome. You know, we've been asking for Yelp reviews. Yelp, Yelp, Yelp! If you want us to leave a Yelp review, you just go to ewebresults.com slash Yelp. And that'll get you to where you need to be. This one is, of course, five stars. And I'll get her name. It says, I am very grateful for the geniuses behind eWeb Results. You are also known as Results Rebels. You are very welcome. I feel like I'm getting an MBA in SEO amongst other website

topics. I have a few hundred podcasts to catch up on as I am a newbie. You have a new total devotee. Thanks so much. Punch in the face to you. I do apologize. I thought I copied and pasted her name and it's not here. So shame on me. I do apologize. But if you go out to Yelp and you're giving us a review, you can find it there. Yeah, you can see her name there while you're doing that. I don't know why my phone just reset, but it did. All right. So if you are looking, if you like this podcast, you've listened to this podcast before maybe, and you like tips, then we've got five online marketing mistakes that could tank your business and how to avoid them. In order to go get that, all you need to do is go to eWebResults.com slash... SEO tips. Slash SEO tips. And that will get you to where you need to be at the same time. Rochelle, thank you so much. Her name is Rochelle. Punch in the face to you, Rochelle, for leaving that fan-tabulous review. Right now, I'm pulling up... What are you doing? What are we doing? What are we doing? What are we doing? What are we doing? What are we doing? Intermission. So that we can see... Hold on. ...the people who are commenting. Intermission. Intermission. Okay. It says, Chris's mic is too low. We're trying to upgrade here. We're taking this to the next level professionally. I think my mic may be too low just because it's so close to my throat. I don't know what I can do about that. I kind of think that I can't do anything. Talk louder. We have a great article today. The article is by a Michael Kirchhoff. Michael Kirchhoff. I like it. It's smart content and smart SEO mastering audiences and architecture. And this is some technical... This is a technical article. Yeah, it is. Yeah. We'll be jumping into this. That's pretty exciting. I really thought this was a great article, actually.

Yep. Highlighted lots of pieces of it. Look, if you have some sort of electronic device, if you're in a position to and you can tweet, what we would like you to do is tweet now hashtag SEO podcast. This is podcast number 401. Tag us in it at bestseopodcast at ewebresults and also tag Michael Kirchhoff in it at seotulsa. Tulsa. SEO Tulsa. SEO, yeah. At seotulsa. He does SEO. That's how that works. He owns it. This is awesome. Really good. Hey, if this is the first time you've listened to this podcast, howdy. Welcome to the podcast. If you haven't listened, if you've listened to this podcast before, howdy. Welcome back. We're glad you're here. And you know we run a contest each and every week. That contest requires two things so we can move the piece that we're about to cover, unfortunately, to the end. We did get a review so we're looking for one review each week. Right now we're looking for that review on ewebresults.com slash that'll take us to your profile. And we're also looking for, we need 10 shikos. So if we get 10 shikos and a review, at least one review, then we'll skip this section right now. We're going to dig into how you can leave us a review, which is easy. ewebresults.com slash Review. No. Yelp. And then we're going to tell you how you can shiko us. Matt, what is a shiko? It's a share or a bite or a follow. Bite him. Don't bite me. Oh, that was actually kind of funny. And you can shiko us. You get to our profiles on these platforms by going to places like facebook.com slash ewebresults. Twitter.com slash ewebresults. Instagram.com slash ewebresults. And in order to get to YouTube, you actually have to go to ewebresults.com slash YouTube. And then finally, linkedin.com slash company slash ewebresults. All of those will take you to our profile on those platforms and you can do the needful please. What if there I don't think there's enough ways to find us. Okay. Can we

make some more? I want probably three or four more. So the only complaint we ever get on our podcast is that the intro is a little too long. And so here we are going into 2018 and your suggestion is that I think you should add some. We should add more stuff. So I'm going to take that into advisement. I'm going to we'll consider it. We'll have a committee meeting of one and we'll discuss that thoroughly and we'll come up to you on the verdict in 2018. I just feel like there could be more ways. There's more stuff that we could add into the one piece that people are playing about. You may win that discussion that I have with myself. If you're a PHP genius or a WordPress guru we're probably looking for you. Call and leave an audio resume 713-510-7846. If you would like a free website analysis they are back. You can get one on our website. Just go to ewebresults.com and you'll see the little button there that says free website analysis. It's pretty cool, huh? Slash Snapchat. Oh, you want to include Snapchat also? Yeah. All right, so I got three pieces of news. I thought this was interesting. Apple confirms that they're slowing down your phone on purpose. Well, not your phone. No, they are draining my phone with the new update. It's just draining my phone. Oh, that doesn't even know what I was talking about. No, I'm announcing it. So they've targeted Matt's cell phone so that he can get They're mining Bitcoin in between my calls. Someone's doing it somewhere. U.S. The U.S. government blames WannaCry on North Korea. If you remember what WannaCry is, that's when a worm or whatever will get onto your computer and encrypt all of your files and then say, you know, hey, pay us in Bitcoin, you know, or else you will I didn't know that that's what it was called. Yeah, they're blaming it on North Korea. And then Amazon files for Amazon Tube trademark. I think that's kind of

cool. Amazon Tube. Amazon's going into everything. They're going into Bitcoin. They're going into Ethereum. They're going into absolutely everything. I think that's very true. All right. So that's actually pretty quick. That's the meat of our podcast. I mean, the potatoes of our podcast. It's now time to get into, you want to get in the meat of the podcast. Yeah. That sounds good. All right. Smart content and smart SEO mastering audiences and architects, architecture. Again, punch in the face to you, Michael Kirchhoff. Again, at SEO Tulsa. Make sure you tag him in here. So his first question is, what is smart content, right? And he says, smart content is discoverable, optimized, profitable, easily displayed with related topics and content. So I think that's a really good definition. Now you've gotten kind of hippie, like Scooby-Doo. Scooby-Doo. Scooby-Doo. All right. So what you want to do is make sure that that content is displayed with related content links throughout the user's journey of the website. When you do that, it can improve ranking of the specific content and the website's ranking traffic, link equity, crawl paths for search engines, indexation, and user engagement content, that's probably worth repeating, right? So what he's going to cover in this article that we're going to cover is how you can improve your website's ranking, the traffic, the link equity, the crawl paths for search engine indexation, and user engagement. I feel like those are important things. Those are all important things. Very important things. All right. So he says, any doubt as the importance of semantics, because we're going to talk some semantics in this, you've got to just check out Google's RankBrain update, and then also the announcement of Sling from Google Research. Check those two things out, and then you'll understand that, yes, semantic is important. It's really where it's going. You can't stuff anymore. All right. So what Michael has done is he's given us these six areas. The first area is content organization is at the heart of smart content, right? So if you go back

and look at his initial list, he's saying that it's got to be discoverable, optimized, profitable, and easily displayed on related topics and content, so it makes sense that it needs to be organized, and that's at the heart of this. Creating a taxonomy can be painful, right? It can be. Do you know what a taxonomy is? Like a stuffer. Taxidermy. I'm sure there's a lot of taxonomy related to taxidermy. It's just the way you organize stuff, right? So taxidermy is typically used when you're talking a lot like biological creatures and what phylum are in the end, what kingdom are in the end. I think phylum is actually plants, but what kingdom are they in. Yeah, exactly. Sometimes it takes collaboration across multiple organizations to get your taxidermy right. So within a company, you might need to include the SEO team, the products team, the UX team, the UI team, the content team, the leadership, and even other groups. I mean, it's basically the ad structure for Google AdWords. Right. The breakdown, right? Or Facebook or whatever. It's breaking everything down in the right bucket. Like have you organize them in the right campaigns. Yeah. Organize the content into top, topical categories, subcategories, and tertiary categories. So he's talking about going three deep. He gave the example of say wind power where your top category might be renewables, your next category might be wind power and then wind power projects. And he's going to talk through most of this article about how you link these all together so they're really good. The second thing is content enrichment and markup. Right. So a lot of content management systems have built-in tag management. All right. We know that WordPress does so it can ease some of the burden on this. It says if your blog post is primarily about wind power projects then you might want to tag it with wind power projects, secondary tags of renewable energy. What was the other one that he had listed there? It was renewables and then wind power projects and then just

wind power in general. Right. So those are the different tags that you might use. Now certainly it's desirable to use. In fact remember to use schema.org markup as it relates to tags and content. Yes. So Google just changed schema this month for mobile. Yeah. Okay. If you don't have schema on your mobile they're going to ding you. Right. And also doorway pages. Oh yeah. Are you familiar with it? That's a mobile doorway page that leads to like and you're talking about AMP or just mobile in general? Well no I'm talking about those pages like when you go to like a search page I guess you go to like a Google page and there's three links that take you to the same site. Right. Like or the same page on the same site. Right. Like where your triple double service is bad. Right. So they don't like that but also mobile sites that don't have schema is going to start they're going to get started to get knocked. Falling off the planet. All right. So that was number two content enrichment and markup. So how are you organizing it? Next this is number three creating keyword clusters that target audience intent. Right. Remember we always talk about on this podcast that as long as you're providing a good experience to the Google user Google will look favorable upon you. So making sure you've got clusters content clusters that really are keyword clusters that target audience intent is really important. Each topic in your taxonomy should be assigned primary keywords and then there should be a taxonomy section that reflects the search behavior. So how do people get to that content? It's advantageous to leverage long tail keywords based on your primary keyword in your keyword clusters and then help expand the topic authority of that website. So when you've got your long tail keyword and that's one of the foundations and you're branching again if we go back to like wind power and then you've got renewable energy and then you've got wind power projects and

maybe those wind power projects you're actually talking about a wind power project in Mexico, wind power project in the US, a wind power project I don't know in Australia then those are all related it's really good structurally right really smart content because you can get you know a user can land in the middle of it and they can go up and say oh I can learn about renewable energy in general or from wind power I can go down and say I can learn about a renewable energy project wind project in Mexico. So I think the viewers would like to know maybe what's a good way to set up that strategy session on finding that cluster. Okay so the really good way to set up that strategy session I believe what Matt is alluding to would be to just call us. Yes. 713-592-6724. Now it's time for our ad. No it's here. We'll get to that ad really shortly. From a contextual standpoint the headline and body copy use of the targeted keywords so you want to use those targeted keywords in your headline and body with schema markup breadcom links to the article's primary topical category and the use of I'm just reading this because this is good stuff contextual link to a related article all help a search engine determine the context of the article. So again if we're talking about that middle tier wind energy project and Google sees that well if I go up higher contextually then I'm talking about renewable energy and if I go farther down so links throughout that article I can look at a wind energy project in Mexico or the US. Or like a blog that has like related blogs that are related to it at the bottom. And you might even like go a technical angle because that was project maybe you could talk about the blades of renewable energy right in terms of wind energy. There's a lot of engineering that goes on the blades like a lot of engineering that goes on to the

locations and so you can break those down and that just creates really incredibly relevant content and contextually if you land anywhere in that content you can get the information that you would like. Like jobs right and then like other renewable energy right and all these things. Compare it in contrast and then in fact we'll talk about this a little bit later like the people and things that you can mention in that context that could add value to that to that to those articles. All right so then you've got this great relationship. All of that does what it does is build the site's authority and it is time for our sponsored ad. Yes. So we're going to make this fun. Have you ever tried to run a Facebook ad and it just fell flat? Have you? Have you? No new customers. All the design time, the money down the drain. Well here at EWOB Results we major in the minor details of making Facebook campaigns successful and that's right to getting more clients for our customers. So I thought that was pretty cool actually. We major in the minor details because it's in the minor details when you've got to get everything right. And right now if you go to EWOBresults.com slash case study, there's a dash between case and study, you will see the exact Facebook campaign that brought one of our clients over $5,000 in new business. In this short video, that case study, not this short video, you will see the easy way to collect potential customer name, email, and phone number without a website. So you don't even have to have a website. The simple two-step process to getting your ad in front of people who want to buy your services and how to get people to share, comment, and like your post without bragging. And most importantly, ultimately, the results. All you have to do is go to EWOBresults.com slash case dash study. Again, that's EWOBresults.com slash case dash study. What a great sponsor we have there, Chris. That's a wonderful

sponsor, one of our first paid sponsors. How to build a successful campaign from start to finish. That is our sponsor. Thank you very much to our sponsors. We really appreciate you sponsoring our Christmas party. And now back to our regularly scheduled content. Smart content and smart SEO, mastering audiences and architecture. Number four, creating smart content, right? So smart content can be created even without taxonomy in place. He says smart content is targeted, optimized, always on, integrated. And I like this because I think a lot of people may not have put this in content in general, but profitable, right? You want to make sure it's profitable. This involves identifying the right keywords and establishing an efficient workflow and then continuously optimized to reach your company's content and audience goals with that smart content. content. It is important to utilize semantic related keywords based on your primary keyword target. It's very important, right? Now, so in the, in addition to contextual natural language words based on your primary keyword, consider adding real entities. So this is pretty interesting. I like this. I kind of made some of our notes, such as related people, places, and things to help build the contextual authority while expanding the long tail keyword opportunities your content could rank. So, so this happens a lot in social media as well. Okay. Tons like you pick up on that. Well, you see, you see like H&R Block. Maybe you see Rosetta Stone. They can't just keep talking about one thing. You know, they know that their, their audience or their buyers or prospects love to travel. One, epistemology, I think it's called, how words are formed. They like a lot of different things. And so you actually, when you run a social media campaign, you have to build out these other areas and that helps you build authority. And also it gives you something to talk about besides selling, selling, selling your product. Yep. Yeah. And so the example that I was thinking of, again, if we go back to this wind energy, if

you think about renewable energy and somebody who's kind of spearheading renewable energy on our planet, right? Elon Musk. Oh yeah. So if you could tie, you know, if you're a wind energy article and you're in your renewable energy article, maybe Elon has said something about wind energy, right? So bring in quotes from him. I gave the example, say, say you're a venture capitalist, you might want to mention Shark Tank, right? Long tail keywords where you could show up in case of mentioning Shark Tank, you might want to say, mention Mr. Wonderful, right? Okay. And then also Silicon Valley, right? Because they talked to, he mentioned people, places and things. I think we call it Shark Tank things, people Mr. Wonderful and places Silicon Valley for venture capital. And Google actually has a semantic tool that you can play with to get ideas. Yeah. Very cool. And then make sure you have calls to action, right? So that's the important part of getting to profitability. You won't get to profitability if you don't have a call to action. You will just get content that gets lots of views. Related, so this is about internal links and the importance of those in this point number four, which is just creating smart content, right? So you want to have good internal links. Related on-site links are a huge part of on-page smart content creation and building your website's authority on the topics the site covers. Again, we talked about a really good example of a great authority, a website put together with great authority. By the way, that's the logic that you really need to be putting forth in the effort when you're deciding that you're going to go after a content strategy. I mean, we talked about a couple clients that we have here internally that we've done this for ranking on the first page just by doing that before even building a backlink strategy. So it's very powerful. It's strong. It works. Do it. Can anyone say knowledge graph? Yeah, we just had one of our

clients show up in the knowledge graph just today. We were running around dancing, celebrating. It's exciting. All right, so internal links. If done correctly, the related links that you do add value to the audience, they increase time on site, page views per visit, and especially conversions, again, if you do it right. Additionally, it's ideal to place the links higher in the page, right, and in the content itself, which emphasizes their importance to Google. So again, if you're talking about this wind energy and you want those projects, you think those projects have a lot of value, then you want to make sure those projects are listed earlier. Maybe you think the technology has more value depending on your type of business. Then you want to mention the technology, you know, the actual blade technology and, you know, the locate, how do you- Tax credits, you know, all that good stuff. All that stuff. Contextual. And it does say, be sure to use keywords in the anchor text. We will just say, be careful with that, right? Even if it's on your own site, you just don't want to be plastering all over the site. You don't be leery of setting up like site-wide links and things like Naked Anchor Text works great still. Naked Anchor Text Let me avert my eyes. All right, number five is content architecture. So a lot of what we've been talking about, it's actually kind of the foundation of taxonomy, but building a website taxonomy can be an excellent first step in building your content architecture, you can imagine from what we just described. Yes. Be sure to use keyword targets and your UX naming convention. So in the menu structure, what are the keyword targets? Make sure you're using those keywords in that menu structure. Also ensure that you use breadcum navigation that is placed throughout your site. Be sure to use schema markup. That's enough that you can throughout the website and help provide signals to search engines as they crawl your website. You are right, Matt. Number six,

on-site content aggregation. This is ensuring that content titles and meta description include your keyword targets, helps you build contextual relevancy of the category page. And this is just about fundamental SEO, right? Simply create content aggregators that display based on pages, primary and secondary topical tags. So we talked about tags, right? In the case of renewable energy, wind energy, and then projects and maybe technology. So what you could do is if you end up with, you know, eight or ten technology pages because you're talking about, you know, how do you find the location of a wind farm, the technology behind having a wind farm offshore or onshore, you know, the efficacy, right? So how efficient is it and how much maintenance does it take? If you get all these technical things in place, you find you have ten, then you separate from wind energy, you may want to have a wind technology page, right? And it ties together those tags. For sure. And that's really what he's talking about here. And this is a perfect, an example of on-site content aggregation is the related post section of Search Engine Journal's website. So what I can tell you, actually, there's another Search Engine Journal article that's SEO 101 is, what is semantic search engine and why do I care by Sergio Renato. Okay. And killer article supports everything that's said here. I recommend you go read it. I really think that article is right and I've referenced it a number of times. So check it out. So that's interesting because we're now talking about a Search Engine article. Let me finish this article and then we'll kind of pick this up. Yeah. And the conclusion is smart content creation paired with the development of your website architecture, tagging, content optimization, and internal link strategies will produce a highly optimized website that will rank, convert, and delight your audience. I love that. I mean, you've got to put a lot of thought into building a website. You can't just start throwing it out there. And, I mean, it

works when you really put the time in to do it right. Absolutely. Punch in the face to you, Michael Kirchhoff. A really great article. You can tag him at SEO Tulsa. And so what I was saying is it's interesting because here we are talking, discussing a Search Engine journal and then you said, oh, there's another Search Engine journal article. Yeah. I was actually looking statistically on our podcast how many articles we reference how many Search Engine journal. It's a predominance of Search Engine journal articles and then it turns out December 12th. I mean, they're authority. They're really authority in the space. Wouldn't it be really cool if, well, the person who created this authority would probably be an authority as well? Yeah. I would say so. Yeah. Yeah. So, I think his name is Loren. Yeah. Yeah. And he's actually scheduled to be on our podcast Oh, okay. January 12th. So that's Friday, January 12th. Loren is going to be, Loren Baker is going to be on our podcast. If you watch the podcast, there's a screen right behind us. Actually, one of our podcast listeners who's connected on Facebook Live right now, Manny Oliveira was once on this screen right here. He knows the experience. Now he can say he shared a screen with Loren Baker. That's pretty impressive. That's pretty cool. Yeah. We're excited about it. And talking about predictions for 2018. Predictions 2018. Yeah. All right. So that brings us to the end of the meat of our podcast. We just have a couple of things to wrap up really to wrap up 2017. Right. It's been a year of changes. Yeah. A lot of amazing stuff. But just remember if you enjoyed this podcast, we do ask you to share it with three people, maybe business owners, maybe people in the industry. Just let them know that you enjoyed the podcast. You listened to the podcast and if you don't like the podcast, just to, well, you're probably not here because this is the end of the podcast. You didn't make

it this far. Especially when we started talking about making the first part longer at the beginning of this. If you are interested in growing your business with the largest, simplest marketing tool on the planet, the internet, call EO results for increased revenue in your business. Our phone number is 713-592-6724. Again, punch in the face to Mark Lynch. Hopefully, Mark, you saw the last podcast, number 400. You are all over that podcast. So, punch in the face to you. Everything you've sent is absolutely delicious. Yes. Absolutely delicious. Great. Thank you so much. If you have a referral, so that's somebody who's interested in any aspect of internet marketing, literally, because every now and then we get like, do you do websites? Yes. Like, that's part of the process. Do you make Facebook ads? Yes. Do you do Instagram ads? Yes. Do you do Pinterest ads? Not yet. But we do everything else, right? Apparently, we'll be there soon. If you have a referral, you send them to us. They pay their bill. We pay you. We have a really nice referral program in place. Please remember, we're filmed live at 5999 West 34th Street, Suite 106, Houston, Texas, 77092. If you would like audio, video, or a transcript of this podcast, you can get it at ewebresults.com. This is the last podcast of the year. This has been an amazing year. It's been an amazing year for our podcast. You guys have made this an amazing year. Thank you. You have also made us the most popular internet marketing podcast on iTunes. Thank you. Thank you so very much. We really appreciate it. Until the next podcast and next year, my name's Chris Burris. Matt Bertram. Bye-bye for now.