amp Content Marketing Define Content Marketing using your content to match your Marketing Activities SEO Ensuring a web page is the MOST relevant it can be for both users and search engines for the content that it contains ID: 224027
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Slide1
Winning at SEO& Content MarketingSlide2
DefineContent Marketing: using your content to match your Marketing Activities
.
SEO
:
Ensuring a web page is
the
MOST
relevant it can be for both users and search engines for the content that it contains.Slide3
Content OptimisationSlide4
Content at scale is the
MOST
difficult
challenge
facing marketers.Slide5
Wrong Questions
"
How much content do I need
?”
"How
many words should I write
?”Slide6
Right Questions“Who is my audience?”
“What
do they want to read
?”Slide7
Story Page OptimisationSlide8
Optimise Your Page Content For The Search Result SnippetSlide9
Title TagSlide10
Description TagSlide11
Headline ExamplesSlide12
Q4. How to write headlines for SEO?
+
Core
phrase
“
Terror Raids
” used at the start+ Headline length OK
+
Fully
describes
content
#GOODSlide13
Q4. How to write headlines for SEO?
#BADSlide14
5 Facts
Print vs. Digital
Naming Content
Making Content Relevant
Knowing How to Search
Successful Headline FormulasSlide15
#1 Good Print Headlines
DO NOT
Make Good
Digital
HeadlinesSlide16
Keyword “Bushfire”?Slide17
Print vs. DigitalSlide18
TAKE AWAYSDon’
t use print content
- brochures and product manuals aren’t web page content
Understand your online audience -
identify what customers call your products/services
Make content accessible
- obvious to visitors and easy to navigateSlide19
#2 Name Your Content
What It
Should Rank ForSlide20Slide21
Why Is This Story Providing Tons Of Google Search Traffic?Slide22
Extremely Popular Search!Slide23Slide24
SummaryName a page
w
hat it should rank for
#SEO101 Rule
Use “Related
”
phrases as clarifiers
Semantic
Search is
increasingly important
Use your CMS to your advantage
CMS’s
generally use
the Page
Title as
the page URLSlide25
Unique Resource L
ocator
www.weeklytimesnow.com.au
/
country-living
/
food
/
how-to-cook-beetroot
/Slide26
#3 YOUR Content
Isn’t The Most Relevant
Result
(to a search engine)Slide27
RelevancyM
entioning a person, place, product
, or
event doesn’t instantly make it
the
most relevant
result
How many other websites publish the same content
?
Page 1 of 15,000,000
Why is yours different?
Go “Hyper-Local” or niche if new siteSlide28
Low CompetitionSlide29
What is a “High-Quality” page to Google?Would you trust the information presented in this article?
Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
Would you be comfortable giving your credit card information to this site?
Does this article have spelling, stylistic, or factual errors?
Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
Does the article provide original content or information, original reporting, original research, or original analysis?
Does the page provide substantial value when compared to other pages in search results
?
Source -
http://googlewebmastercentral.blogspot.com.au/2011/05/
more-guidance-on-building-high-quality.htmlSlide30
#4 Know How To Search
Broad Searches
generally wont surface your page content.
What ‘
Should
’ your page rank for?
Slide31
Knowing How to Search
Too Broad: Google Shows a Variety of Search ResultsSlide32
SUMMARYHow to Cook Beetroot story IS NOT the most relevant result for the search phrase “Beetroot
”.
“
Beetroot
”
is too broad a search
phrase to trigger this as the most relevant result.Slide33
#5 Old Headline & Content Formulas Still WorkSlide34
Headlines organize content by making a promise to the reader.
The
body of your content delivers on that promise. Slide35
Secrets of Headline WritingSlide36
Secrets to Headline WritingUse the Who, What, Why
Ask Questions
Use Numbers
Power WordsSlide37
What | Why | How | Q’sWhy Android beat the
iPhone
How
the Internet Saved
Comedy
What
Japan can learn from Chernobyl
Have you been secretly penalized by
Google
How
to Cook BeetrootSlide38
Numbers Grab Attention21 tactics to increase traffic
3
predictions for SEO in 2015
17 ways search engines value a linkSlide39Slide40
Power Words Quick | Easy
| Guarantee
| Free
X
Try
| Maybe | Might | Possibly | PerhapsSlide41
Use Pictures Photos Charts Artwork Video
Don’t Buy Stock-Images
Don’t Steal
T
hem Off
W
eb
Don’t Use
P
arked Domain Girl
XSlide42
Create ListsLists are building blocks of ideas. When we go to the grocery store, we don't write a story.
To
communicate your thoughts quickly and effectively, nothing gets to the root of the matter like a list can
.Slide43
Sub-HeadingsIf your text is longer than 250-400 words, you MUST use sub-headings.
We
want things broken up
logically
and
organised.Slide44
It is the MOST relevant search
r
esult
NAME
- page is called what it should rank for
POPULAR
- This is a popular exact phrase
URL
– relevant section of the site (Food
)
COMPETITION
- Relatively
few competing
pages
HEADLINE
- Question “How to…..”
LISTS
- Contains Lists and Bold
sections
IMAGE
– called Beetroot
I
mage
SEMANTICS
-
HOW
to boil, oven roast, bake, steam and microwave beetroot. ...
CookSlide45
@
B
radForster | bradforster.org
Search
& SEO Product Manager