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Content Isn't Just King It's Also Queen & Ace


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SMX West 2013 Presentation - Content Isn't Just King, It's Also Queen & Ace

SMX West 2013 Presentation - Content Isn't Just King, It's Also Queen & Ace

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  • 1. Content Isn’t Just KingIt’s Also Queen & Aceby Brian HarnishInternet Marketing SpecialistBisnar | Chase Personal Injury Attorneys, LLPTwitter: @brianharnishLinkedIn: @brianharnish Email:
  • 2. Elements of Superb Quality Content Superb quality content should be relevant. Superb Quality content should be interesting. Quality Photos Quality Headlines Photos That Are Professionally Formatted Lists and bullet points summarizing important points. Sub headings (H2s, H3s, etc.) All of these elements provide a pleasing, structured separation betweenparagraphs of text content. Also, videos are an important part of quality content.Twitter: @brianharnish Email:
  • 3. Elements of Superb Quality ContentOne of the #1 elements of superb quality content? It should be unique. You don’t want visitors coming to your site andseeing content they’ve seen everywhere else. The #1 thing people are looking for is unique, relevant contentthat entertains them or helps them accomplish a specific task.Twitter: @brianharnish Email:
  • 4. Elements of Superb Quality ContentSo how DO you make content unique and relevant to yourindustry vertical?RESEARCH! Find out what people in your industryare interested in.Competitor research – Find out what yourcompetitors are writing & talking about.Build on that and create content that is the superbexample throughout your industry.Twitter: @brianharnish Email:
  • 5. Elements of Superb Quality ContentAnalyze your industry’s top content.1. Who are your main industry competitors?2. What does your industry write about most often?3. When does your industry publish?4. Where does your industry get their ideas?5. Why does your industry publish what it does?6. How does your industry publish it?7. How often does your industry publish?8. How does your industry share it?9. How does your industry engage customers?Twitter: @brianharnish Email:
  • 6. Google’s Guidelines for ContentThis is direct from Google’s Webmaster Guidelines forDesign/Content• Make a site with a clear hierarchy/information architecture.• Offer a sitemap to your users that point to the importantparts of your site.• Keep links on a page to a reasonable number.• Create a useful, information-ritch site, and write pages thatclearly and accurately describe your content.• Think about the words your users would type to find yourpages, and make sure that your site actually includes thosewords within it.This information is direct from Google’s WebmasterGuidelines: @brianharnish Email:
  • 7. Google’s Guidelines for ContentThis is direct from Google’s Webmaster Guidelines forDesign/Content• Try to use text instead of images to display important names,content, or links. The Google crawler does not recognize textcontained within images. If you must use images for text content,consider using the ALT attribute to include a few words ofdescriptive text.• Make sure that your <title> elements and ALT attributes aredescriptive and accurate.• Check for broken links and correct HTMLThis information is direct from Google’s Webmaster Guidelines: @brianharnish Email:
  • 8. Does Google Have Guidelines for imagesand video content? YES!Don’t embed important text inside images“Avoid embedding important text in images for elements likepage headings and menu times. Not all users can access them. Toensure maximum accessibility, keep it in regular HTML.”Tell us as much as you can about the image”Give your images detailed, informative file names. Makeyour file name this-is-the-name-of-the-image.jpg rather thanIMG123456.jpg. If we can’t find suitable text in the page on which wefound the image, the filename will be used as the image’s snippet inour search results.”This information is direct from Google’s Webmaster Guidelines: @brianharnish Email:
  • 9. Google Guidelines for images and videoCreate great alt textThe alt attribute is used to describe the contents of an image file. It’simportant for several reasons:It provides Google with useful information about the subject matter ofthe image. This is used to determine the best image to return for a user’s query.It’s also important to use for screen readers and to help users withother impairments who many not otherwise be able to see the image.Be descriptive with your alt textInstead of using just one keyword to describe the image, use a phrasethat includes keyword phrases you are targeting, like so:Good: <img src=“DeLorean.jpg” alt=“DeLorean”>Best: <img src=“DeLorean.jpg” alt=“Classic Car 1981 DeLorean Automobile”>Never use: <img src=“DeLorean.jpg” alt=“DeLorean, automobile, car, classiccar, cars, DeLorean 1981, 1981 DeLorean, DeLorean car, DeLorean Back To The Future,Back to the Future 2, Back to the Future 3, DeLorean automobile”>This information is direct from Google’s Webmaster Guidelines: @brianharnish Email:
  • 10. Even More Google Guidelines Provide good context for your images.• For example, the page the image is on as well as the contentsurrounding the image provide search engines with importantinformation about the subject matter of the iamge. Think about the best ways to protect them through variouslicensing methods.• Make your images available under a license that requiresattribution, such as a creative commons license.• Provide an HTML snippet that other people can use to embed yourimage on their page while providing attribution.This information is direct from Google’s Webmaster Guidelines: @brianharnish Email:
  • 11. Google Guidelines for Video Mark up your videos using markup. Submit a Video Sitemap or mRSS feed to Google. Tell Google when you remove videos from your site. Create high-quality thumbnail images JavaScript, Flash, and Hash Tags Create a great user experience.This information is direct from Google’s Webmaster Guidelines: @brianharnish Email:
  • 12. Google’s Quality Guidelines Boil DownTo... Make your pages geared primarily towards the user, not thesearch engines. Do NOT deceive your users. Avoid “tricks” intended to improve rankings. Think about what makes your website unique, valuable, orengaging, and make your website stand out from others inyour field.This information is direct from Google’s Webmaster Guidelines: @brianharnish Email:
  • 13. Now That We Have Gone OverGoogle’s Guidelines... Evergreen Content Why would you want to take advantage of Evergreen content? Evergreen Content is timeless, quality content that keeps yourvisitors coming back again and again. It’s a steady stream of traffic to your site that’s almost never-ending. It helps set your site above the rest.Let’s Explore Evergreen Content!!Twitter: @brianharnish Email:
  • 14. The Characteristics of EvergreenContent It is narrow in focus. Usually can take the form of a how-to article, but manytimes also comprise different types of articles. Examples of Evergreen Articles include: Top 100 lists How-To Articles Comprehensive Video Tutorials Content exceeding 2000 words, going extremely in-depth into the subject matter.Twitter: @brianharnish Email:
  • 15. Q+Q=T^2 (squared) Don’t worry, this isn’t a math class. The equation, Quality + Quantity = Traffic Squared is a greatequation to aim for and leverage in order to excel in contentmarketing. How do you take advantage of this equation? Study your competitors. Find out how they areexceeding in quality & quantity for your targetedkeywords. Create your content in order to take advantage of thelack of quality & quantity in your competitor’swebsite. Leverage your team to output quality and quantity ofcontent to your site. But be careful! This does NOT mean to Spam or notpay attention to Google’s guidelines.Twitter: @brianharnish Email:
  • 16. How to Analyze Your Competition forSuperb ContentOne of the best ways to keep ahead in just about anyindustry is analyzing your competition for superbcontent. To analyze your competition effectively, it isimportant to look at several different aspects ofquality content: Frequency of posting (Google has a freshness factor in its algorithm) Word count How they format their content How they link their content What do they write about? How long is there content?Twitter: @brianharnish Email:
  • 17. Leveraging The Use of a Team If you are consistently unable to keep up with the demands ofyour industry in terms of quantity of content, perhaps it istime to consider building a team for the express purpose ofpublishing content. This team can be responsible for quality as well as quantity. For quantity – are you trying to output many articles a week? Use contentwriters to come up with the content, then use your team to publish it. Once you start up the momentum, it’s important to keep it going. Say you want to publish 20 articles per week. It’s probably difficult for anormal human to keep up with right? So, use your team and build anefficient content production calendar around it.Twitter: @brianharnish Email:
  • 18. Example Of an Effective ContentProduction Schedule Say we are trying to rank for and drive traffic for several keywords in an ultra competitiveniche. The competitors in this niche output on average 10 articles per day, so, 50 articlesper week. This is just an example. You could never do this on your own, so you mayconsider outsourcing your articles. Outsourcing can mean using a writer outside your company in the U.S., or you can evengo so far as to find a writer in India to do your articles. You could schedule your writers to write 50 articles per week. Once you get thesearticles, you can then setup your team to publish 10 articles per day. This is relativelyeasy for one person to accomplish in an 8 hour period. This allows for considerations ofcoding, high quality content publishing, and other considerations that go into publishingthis content. Once you have the wheels turning, it can be easy to keep this production schedule going. Remember to always follow Google’s guidelines when adding content to your website. Thiswill help you avoid getting trapped in the next Google Panda update.Twitter: @brianharnish Email:
  • 19. My Own Case StudyMy own case study focused on achieving higher rankings for particular key words, but not traffic. Itwas done purely to study the Google Algorithm and its own emphasis on quality content.I used the following methods: Wrote 1500 word articles per keyword I was going after. Setup Webmaster tools accounts for Google and Bing. Used Fetch as Googlebot in Google Webmaster Tools. There was no link building involved. It was just its own single page.Results:• Google rankings of #16, #43, #42 for 3 different targeted key termswithin the first 48 hours of launch.• This is without including social media, videos, or other elementswithin content. Had I included these, no doubt these would haveincreased rankings even further.Takeaways from the Case Study:• Google still considers lengthy, high quality content to be key for higherrankings. Don’t ignore other paths to SEO: link building, communitybuilding, and other SEO. It’s important to have variation in yourstrategy.• But – it’s always important to follow Google’s guidelines when publishingyour content!Twitter: @brianharnish Email:
  • 20. Examples of Quality ContentA friend, and fellow SEO Aaron Friedman, used this photo of him in a wedding dress to spark asharing trend across social networks. It’s actually a post about Facebook’s photo album foibles. Agreat example of tying in unique, memorable photography with a compelling subject.Twitter: @brianharnish Email:
  • 21. Examples of Quality ContentSearch Engine Land is one of the best examples of quality content: It’s the newsof SEO: timely, lengthy, and always of great quality.Twitter: @brianharnish Email:
  • 22. Examples of Quality ContentSEOmoz, a well known blog in the SEO industry, consistently outputs some of the best content you willever find. They use their own team to write blogs, rather than outsourcing the writing, and it’sconsistently top notch, very lengthy, extremely detailed, and superbly well done.Twitter: @brianharnish Email:
  • 23. Thank You!Brian HarnishInternet Marketing SpecialistBisnar | Chase Personal Injury Attorneys, LLPTwitter: @brianharnishEmail: harnish.brian@gmail.comTwitter: @brianharnish Email: