Aug 19, 2010 114 reads by Navneet Kaushal

The second session of Day 2 was “SEO Through Blogs and Feeds”. The agenda of this session was on how to optimize blogs and feeds in order to attain ROI and better traffic.


  • Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario


  • Sally Falkow, President, PRESSfeed
  • Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing

The first speaker of the session was Lee Odden who begin with a fun analogy by describing SEO as a recipe. The blog recipe preparation provided by Odden is mentioned below:

  • ½ cup: Audience focused keywords
  • 1 cups: Well optimized CMS (WordPress)
  • 2 cups: Content & editorial schedule
  • Stir: Linkable content with promotion
  • Shake: Grow and engage social network
  • Bake: Ongoing keyword & content refinement through web and social analytics

Lee Odden after giving his SEO recipe further continued the session by emphasizing on audience, content and keywords. He said that it is very pertinent to know about your target audience. Further, he added that creating an editorial plan and matching it with the keywords is also of prime importance. It is also necessary to have defined keywords for blog and social content, as keywords are known to influence editorial plan on those topics.

Odden also talked about the following:

  • Basic Blog SEO Tips: Title tag vs. on-page title: headspace2
  • Keyword in URL (slug)
  • Keyword rich categories
  • Keywords and synonyms in copy
  • Anchor text links to older posts
  • Minimize duplicate content
  • Encourage inbound links by socializing the content

The Cycle of Social & SEO:

  • Creating and promoting optimized content and assets
  • Content that is noticed, shared and voted on grows awareness
  • Increased exposure attracts more subscribers, fans, friends, followers and links
  • Increased links and social interaction grows awareness
  • Traffic and community help research develops and further growth in the business

Blog Content SEO Logistics:

  1. Identify and train blog contributors on SEO (don’t be the only one to contribute)
    • Titles, body copy, linking out and internally
  2. To create keyword and engagement guidelines
    • Best practices on-page and growing social networks
  3. Make content promotion part of the publishing process
    • Provide feedback: search and social
    • Web analytics, ranking, social media monitor 
  4. Blog is not limited just with publishing content, it can be used through outbound links, polls and comments. This will help people to know about your blogs. 

Benefits of Blogs:

  • Content sharing
  • Direct traffic
  • Social syndication
  • Inbound links
  • Trust, authority
  • Community

Cool Tools:

  • Keywords – Google Keyword Tool, SEMRush
  • On-page blog SEO – Scribe
  • Comment management – DISQUS, Echo
  • Link tracking – Majestic SEO
  • Social media monitoring – Trackur, Techrigy SM2, Radian6
  • Social management – HootSuite, MediaFunnel
  • Social search – (free), (free)
  • Engagement – PostRank, BackType

The penultimate speaker of the session was Sally Falkow, who points out the necessity of putting content on blog and also focused on what can be done other than blogs to drive more traffic? It’s important to get your information out to the world so that your site can be index/crawled faster too. Falkow then quotes from ReadWriteWeb “ The Web isn’t about pages anymore — it’s about streams, feeds and syndication.”

Sally Falkow emphasized a lot on following keyword strategy in order to keep everything aligned too. She further talked of New SEO Practices for a Google Caffeine World. Nowadays, Caffeine has changed the time line that Google takes to index and look at pages. They can almost do it instantly. It’s important to get your information out to the world so that your site can be index/crawled faster too.

Falkow further highlighted SEO advice from Matt Cutts:

  • Know search terms your audience uses
  • Write good Meta tags
  • Spotlight your search terms on the page
  • Create a blog and post often
  • Syndicate your content
  • Caffeine requires lots of fresh content and citations (not necessarily links, but mentions) in the social Web
  • Get relevant sites to link to you

Further, she emphasized on break up feeds based on keyword strategy in order to get better results. Location based, product based, theme based are just some examples of how one can categorize your feeds. Merely publishing content on your site will not help because, it can be viewed only by those who visits your site. However, if the content is put in a feed, search engines and people will pick it up quicker. This in turn will help in more link buildings.

Distribute and Aggregate

It is necessary to have a social media news room that can link to all the content and feeds. Also it is vital to link it with your social properties as well.

Lastly, Sally Falkow concluded saying Feeds and SEO = ROI because it:

  • Builds links
  • Attracts attention of blogger
  • Feeds content to the social web thus equaling citations [for the Caffeine index]
  • Boost search marketing
  • Within months the feed can become top driver of traffic to site
SEO Through Blogs and Feeds - SES San Francisco 2010 Day 2, 5.0 out of 5 based on 1 rating
Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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