SEO & Content Marketing | April 2015 bradforster.org Winning at SEO & Content Marketing.
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Transcript of SEO & Content Marketing | April 2015 bradforster.org Winning at SEO & Content Marketing.
SEO & Content Marketing | April 2015
bradforster.org
Winning at SEO&
Content Marketing
SEO & Content Marketing | April 2015
bradforster.org
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.
SEO & Content Marketing | April 2015
bradforster.org
Content Optimisation
SEO & Content Marketing | April 2015
bradforster.org
Content at scale is the MOST difficult
challenge facing marketers.
SEO & Content Marketing | April 2015
bradforster.org
Wrong Questions
"How much content do I need?”
"How many words should I write?”
SEO & Content Marketing | April 2015
bradforster.org
Right Questions
“Who is my audience?”
“What do they want to read?”
SEO & Content Marketing | April 2015
bradforster.org
Story Page Optimisation
Optimise Your Page Content For The Search Result Snippet
Title Tag
Description Tag
Headline Examples
Q4. How to write headlines for SEO?
+ Core phrase “Terror Raids” used at the start
+ Headline length OK
+ Fully describes content
#GOOD
Q4. How to write headlines for SEO?
#BAD
SEO & Content Marketing | April 2015
bradforster.org
5 Facts1. Print vs. Digital2. Naming Content3. Making Content Relevant4. Knowing How to Search5. Successful Headline Formulas
#1 Good Print Headlines DO NOT Make Good
Digital Headlines
Keyword “Bushfire”?
Print vs. Digital
TAKE AWAYS1. Don’t use print content - brochures
and product manuals aren’t web page content
2. Understand your online audience - identify what customers call your products/services
3. Make content accessible - obvious to visitors and easy to navigate
#2 Name Your Content What It Should Rank For
Why Is This Story Providing Tons Of
Google Search Traffic?
Extremely Popular Search!
Summary
Name a page what 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 URL
Unique Resource Locator
www.weeklytimesnow.com.au/country-living/food/how-to-cook-beetroot/
#3 YOUR Content Isn’t The Most Relevant Result
(to a search engine)
Relevancy1. Mentioning a person, place, product,
or event doesn’t instantly make it the most relevant result
2. How many other websites publish the same content? Page 1 of 15,000,000
3. Why is yours different?4. Go “Hyper-Local” or niche if new site
Low Competition
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.html
#4 Know How To Search
Broad Searches generally wont surface your page content.
What ‘Should’ your page rank for?
Knowing How to SearchToo Broad: Google Shows a Variety of Search Results
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.
#5 Old Headline & Content Formulas Still Work
Headlines organize content by making a promise to the reader.
The body of your content delivers on that promise.
SEO & Content Marketing | April 2015
bradforster.org
Secrets of Headline Writing
Secrets to Headline Writing
1. Use the Who, What, Why2. Ask Questions 3. Use Numbers4. Power Words
What | Why | How | Q’s
• Why 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 Beetroot
Numbers Grab Attention
• 21 tactics to increase traffic• 3 predictions for SEO in 2015• 17 ways search engines value a link
SEO & Content Marketing | April 2015
bradforster.org
SEO & Content Marketing | April 2015
bradforster.org
Power Words
Quick | Easy | Guarantee | Free
X Try | Maybe | Might | Possibly | Perhaps
SEO & Content Marketing | April 2015
bradforster.org
Use Pictures Photos Charts Artwork Video
• Don’t Buy Stock-Images• Don’t Steal Them Off Web• Don’t Use Parked Domain Girl
X
SEO & Content Marketing | April 2015
bradforster.org
Create Lists
Lists 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.
SEO & Content Marketing | April 2015
bradforster.org
Sub-Headings
If your text is longer than 250-400 words, you MUST use sub-headings.
We want things broken up logically and organised.
SEO & Content Marketing | April 2015
bradforster.org
It is the MOST relevant search result
• 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 Image• SEMANTICS - HOW to boil, oven roast, bake, steam and
microwave beetroot. ...Cook
SEO & Content Marketing | April 2015
bradforster.org
@BradForster | bradforster.org
Search & SEO Product Manager