2. My name is David Quaid
and I’ve been working in
online marketing since
1996. I’ve worked for lots
and lots of companies,
big and small, all over Currently I
the world. I’m not going head up
to bore you with the Primary
Position, an
details. But I know a
SEO and PPC
thing or two about online agency based
marketing. in Ireland.
11. Content is defined by the
user’s perspective. Not
yours.
We need to stop pitching and start
listening. If you are not the
customer, then the content is not
for you,…..
12. Web visitors are expensive
Different valuation models exist
but we value an average visitor
from €1 and we value targeted
visitors from €50 and up.
13. Web visitors are never
random
We keep thinking of viral effects
and random stumbles. Traffic
doesn’t work this way.
14. Web visitors are never
random or viral
The early era of web design was
dominated by thinking like this:
37. Challenges
So now we can produce brilliant
content.
From our keyboards
Photos and videos
Thoughts, ideas, …..
38. Challenges
So now we can produce brilliant
content.
From our keyboards
Photos and videos
Thoughts, ideas, …..
There are now over 30
Trillion* web pages
*
Source: Google
39. Challenges
Google sits between your
site content and your
intended target.
Why YOU?
(from 30 trillion other pages)
40. Challenges
Google* sits between your
site content and your
intended target.
*Unless you’re a paid up member of
the flat earth society and don’t believe
in search engines.
41. Challenges
Google* sits between your
site content and your
intended target.
*Unless you’re a paid up member of
the flat earth society and don’t believe
in search engines. Which is totally fine
with us by the way.
51. Just some sample myths
#1 .com doesn’t mean instant .global just add water
.com means .commercial and 90% of the time is localised just
like .ie or .co.uk
52. Just some sample myths
#2 Search engines don’t “love” fresh content
10 year old pages will rank just fine. News items or items that
deserve new content = QDF (Query Deserves Freshness)
53. Just some sample myths
#3 Blogging more = more ranking
If you don’t understand Authority, how to grow it and how
blogging about different topics makes your site narrower and
dilutes the value of your Authority+Relevance, then you’re
probably in for a huge dissappointment
55. How does Google
View your content?
What people search for and
when = context.
What shows = what Google
wants
56. Google already has tons and tons of content about
everything
Writing more of it doesn’t make you stand out
any more
57. Firstly: if people find you and then jump back to
search, you can be sure that Google knows…
58. Well
Jim, they
didn’t like
that site!
No, not at all
so lets send
them some
where else
next time
And its not going to repeat that mistake often….
59. Secondly, Google doesn’t read. It doesn’t care
about grammar, spelling or prose. It doesn’t have a
taste. It’s equally ambivalent about Shakespeare
and Fifty Shades of Grey.
60. Secondly, Google doesn’t read. It doesn’t care
about grammar, spelling or prose. It doesn’t have a
taste. It’s equally ambivalent about Shakespeare
and Fifty Shades of Grey.
61. Most would be content writers think that
content found in a web forum like
www.boards.ie is terrible
62. Most would be content writers think that content
found in a web forum like www.boards.ie is terrible
And it probably/generally can be.
63. Google loves User Generated content. It likes 3rd
part validation. Not just reviews
But comments and posts
And connectivity
69. So you wanna be a content writer eh?
Well step right up
pilgrim!
70. Developing a Top Strategy for content
development for Search Marketing**
**No flat earth society types need apply
71. Developing a Top Strategy for content
development for Search Marketing**
Share your expertise
Don’t think of this as free education
**No flat earth society types need apply
80. That’s just spammy
Writing about popular stuff
to get visits is the modern
equivalent of keyword
stuffing.
81. That’s just spammy
Writing about popular stuff
to get visits is the modern
equivalent of keyword
stuffing.
Google’s watching you
82. In fact, here’s a top tip:
If you have content with a high
bounce rate or low click-throughs –
then consider killing it or marking it
for NoIndex.
83. In fact, here’s a top tip:
If you have content with a high
bounce rate or low click-throughs –
then consider killing it or marking it
for NoIndex.
You’re not buying into this
are you?
84. How many times have you seen
yours or someone else's privacy
statement rank?
85. How many times have you seen
yours or someone else's privacy
statement rank?
86. Because people don’t
Understand
Authority + Relevance
They end up doing silly stuff.
Like ranking their Privacy statement.
87. Because people don’t won’t
Understand
Authority + Relevance
They end up doing silly stuff.
Like ranking their Privacy statement.
90. You probably don’t know
this but Google have gone
on record about it
When Google finds your site, it gives
you a “crawl allowance.”
This is based on your Authority
This is time based
91. This is fine if the allotted
time is enough to crawl
your site
92. But very frustrating if you
start growing your
content without growing
your authority
93. Your site content must be
relevant and the site
structure built to support
it or it will just get
ignored
94. Content that has a high
bounce rate will simply
get removed.
Content that doesn’t fit
will just ignored
95. If nobody links to it, then
Google thinks its
probably not of much
importance
=Authority
98. The problem with Google is that
its so good at solving complicated
search and context issues that
most people don’t even have to
think about it.
99. There was a belief, especially in
academic circles, that semantic
web would somehow replace
Google
100. But Google have already invented
the perfect semantic search
Google returns map, flight
times, currency
conversions, translations and even
cinema timetables in real time
search
102. Authors have an inherent bias
towards their own content.
And it can be a little difficult to
understand why not everyone loves
their content. Or even cares.
Content is emergent, not rigid
103. A search for “Champions League” is
a different search from yesterday…
Because different teams are playing
but in the same championship.
The user knows that. So does
Google.
104. Google’s value add is that it ignores
the Author’s bias.
That’s why it ignores meta data for
ranking.
105. Google understands context.
Do you?
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