BALANCING STICKY CONTENTWITH SEOEmily Warn and Cynthia HartwigJune 14, 2013
“I have been complimented many timesand they always embarrass me; Ialways feel that they have not saidenough.”I have been ...
SEO & CONTENT SYNERGYSERPHeadlineParagraphURLImageKeywords &Social signals
• Keyword tools• Social Media Analytics tools:• Listen to customers:• Listen to the competition• Do your research:FIND OUT...
KEYWORDS + KEY CONTENT = OSCARWINNERURLDirector•Most important for SEOHeadlineBest Actress•Grabs AttentionFirst ParagraphS...
SEO & CONTENT SYNERGYSERPHeadlineParagraphURLImageKeywords
• Set tone: Funny, personal, authoritative,inspiring• Know who you‟re talking to• Make people curious: I want to learnthat...
Empathize with customers‟ problemEmily WarnManaging Editor
Entertain through the unexpected
POSE A CHALLENGE BY ASKING A QUESTIONDaniel RussellLifeHackerVia SearchResearch.com
1ST PARAGRAPH HAS SUPPORTING ROLESERPHeadlineParagraphURLImageKeywords
• Keeps the headline‟s promise• Engages audience,keeps them reading• Further explains purpose of content• Further identifi...
URL IS DIRECTORSERPHeadlineParagraphURLImageKeywords
• Most important element for SEO• Concise way to say what the topic‟sabout• Opportunity for branding• Synergy with SERP ti...
PUT KEYWORD IN TITLE + URL + 1STPARAGRAPHURL adds branding and avoids spamming/circular-references-excel-error-message.asp...
NUMBER 2 GOOGLE RANKING FOR SERP
19SERP ELEMENTS19Description URL Title
HEADLINE + URL + 1ST SENTENCE =GREAT SERPhttp://www.nytimes.com/2012/06/14/books/dave-eggerss-new-novel-a-hologram-for-the...
TRUSTWORTHY? SOCIAL SIGNALSARE THE NEW LINK-BACKSSERPHeadlineParagraphURLImageSocialSignals
• Trust is built on reputation• Quality of content builds reputation• People evaluate & recommend contentvia Twitter, book...
THANK YOU.FOLLOW US ATHTTP://TWOPENS.COM@TWOPENS2 CYNTHIA HARTWIG@EMILY2PENS EMILY WARN
1. Pick a customer problem2. Pick a keyword3. Pick the one thing you want to get across(takeaway)4. What headline approach...
Gina Kolata, NYTimes
IMAGE COMPLETES THE PUZZLESERPHeadlineParagraphURLImageKeywords
• Concise way to say what the topic‟s about• Opportunity for branding• Synergy with SERP title & meta-descriptionIMAGE HEL...
 Reshaping results based on… Where you are What you‟ve searched for What you personally do or visit What others you k...
• Ask questions (Fill in the blank!)• Rant• Tell stories• Shout out• Make offers (coupons!)SOCIAL SONAR: SENDING & RECEIVI...
Balancing Sticky Content and SEO Two Pens
Balancing Sticky Content and SEO Two Pens
Balancing Sticky Content and SEO Two Pens
Balancing Sticky Content and SEO Two Pens
Balancing Sticky Content and SEO Two Pens
Balancing Sticky Content and SEO Two Pens
Balancing Sticky Content and SEO Two Pens
Balancing Sticky Content and SEO Two Pens
Balancing Sticky Content and SEO Two Pens
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Balancing Sticky Content and SEO Two Pens

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SEO is the Holy Grail, right? But wait, what if your aim is to deliver great content that keeps people reading while helping search engines find you? Turns out you can do both but you have to experiment. If you deliver what the reader wants, Google will be happy and you can be proud of your work.

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  • SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
  • Keyword research is the foundation of all things SEO, adding context to your marketing efforts and accepting you may not speak your customers language is imperative to success. Search is still the majority of initiating sources for people finding your website / product – At Office we break this down into brand, product and non brand
  • The Cast:The Directors: URLs—the most important thing for SEOSupporting actors: First paragraphs make headlines & URLs shineBit players: other headers, body copy, alt image, title tag, meta description, and moreGreat Content + SEO Tactics – Number One at Box Office & Gossip Sites
  • SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
  • Headlines are often all that people read to decide to stay…To grab people’s attention they need to set tone, identify audience, tell people what they’re going, a promise the content has to keep
  • Pokes fun at oneself while promising to deliver useful information to users at specific levels of expertise.Tone: Empathetic + humorous + humbleAudience: Beginning & intermediate Excel usersLearn: What a circular reference isPromise: Demystify a confusing error message
  • Surprise subject (overtime the audience never knows what to expect from you, so checks back often) that identifies audience yet funny enough to reach beyond it. Uses word playTone: Funny, smart, hipAudience: Grammarians, writers, and rap loversLearn: A grammar tip from a rapper
  • Tone: Challenging + Entertaining + ScientificAudience: People who are interested in search, but just about anybodyLearn: The answer to the question. Find out the connection between fish and football by searching
  • SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
  • Continues empathetic and humorous tone of headlineFurther explain “popular”Further explains “circular reference” by defining itRepeats “circular reference” in first and third sentencesStates purpose of post—CTA—to get people to read a newly written help topicKeeps readers engaged
  • Identifies who the “I” is in headlineAdding name amplifies the personal toneExplains purpose of post: why Ribbon works better than menusEngages audience through empathy
  • Directs search engine
  • If you get the URL is, you’re 95% there.Most blogging platforms pul the headlineRe-write it
  •  
  • Slide Telligent Workaround  
  • SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
  • How often do we take recommendations from people in our network? Quite often, right?•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? •Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
  • Identifies who the “I” is in headlineAdding name amplifies the personal toneExplains purpose of post: why Ribbon works better than menusEngages audience through empathy
  • Identifies who the “I” is in headlineAdding name amplifies the personal toneExplains purpose of post: why Ribbon works better than menusEngages audience through empathy
  • Pickdentify3 examples pick one, are yoOrganizational Based HeadlineThink about keyword you want to use
  • What other image could convey what’s missing? Breakfast plate with bacon & toast but no egg
  • What’s an image about keeping a secret?
  • What’s the role of this headline?. In this ad for Harley Davidson created by Momapropaganda, you the reader have to “get” that the six year old we’re looking at is a tattooed and bitchin’ Harley rider in the making
  • What’s the role of this headline?. In this ad for Harley Davidson created by Momapropaganda, you the reader have to “get” that the six year old we’re looking at is a tattooed and bitchin’ Harley rider in the making
  • What’s the role of this headline?. In this ad for Harley Davidson created by Momapropaganda, you the reader have to “get” that the six year old we’re looking at is a tattooed and bitchin’ Harley rider in the making
  • SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
  • If you get the URL is, you’re 95% there.Most blogging platforms pul the headlineRe-write it
  • Balancing Sticky Content and SEO Two Pens

    1. 1. BALANCING STICKY CONTENTWITH SEOEmily Warn and Cynthia HartwigJune 14, 2013
    2. 2. “I have been complimented many timesand they always embarrass me; Ialways feel that they have not saidenough.”I have been complimented manytimes and compliments alwaysembarrass me; I always feel thatcompliments have not said enough.WHAT IF MARK TWAIN OPTIMIZED FOR SEO?
    3. 3. SEO & CONTENT SYNERGYSERPHeadlineParagraphURLImageKeywords &Social signals
    4. 4. • Keyword tools• Social Media Analytics tools:• Listen to customers:• Listen to the competition• Do your research:FIND OUT HOW YOUR CUSTOMERS THINK!
    5. 5. KEYWORDS + KEY CONTENT = OSCARWINNERURLDirector•Most important for SEOHeadlineBest Actress•Grabs AttentionFirst ParagraphSupporting•Makes them staySocial SignalsAudience•Recommends to friends
    6. 6. SEO & CONTENT SYNERGYSERPHeadlineParagraphURLImageKeywords
    7. 7. • Set tone: Funny, personal, authoritative,inspiring• Know who you‟re talking to• Make people curious: I want to learnthat. Click.• Stay true: Make a promise and keep itTHREE-SECOND RULE FORHEADLINES
    8. 8. Empathize with customers‟ problemEmily WarnManaging Editor
    9. 9. Entertain through the unexpected
    10. 10. POSE A CHALLENGE BY ASKING A QUESTIONDaniel RussellLifeHackerVia SearchResearch.com
    11. 11. 1ST PARAGRAPH HAS SUPPORTING ROLESERPHeadlineParagraphURLImageKeywords
    12. 12. • Keeps the headline‟s promise• Engages audience,keeps them reading• Further explains purpose of content• Further identifies audience• Matches tone of headlineFIRST PARAGRAPH AMPLIFIESHEADLINE
    13. 13. URL IS DIRECTORSERPHeadlineParagraphURLImageKeywords
    14. 14. • Most important element for SEO• Concise way to say what the topic‟sabout• Opportunity for branding• Synergy with SERP title & meta-descriptionDON‟T MISS OUT ON URLOPPORTUNITY
    15. 15. PUT KEYWORD IN TITLE + URL + 1STPARAGRAPHURL adds branding and avoids spamming/circular-references-excel-error-message.aspx“Millions of people using Excel dont get why they see the„circular reference‟ error message right after theyveentered a formula.”
    16. 16. NUMBER 2 GOOGLE RANKING FOR SERP
    17. 17. 19SERP ELEMENTS19Description URL Title
    18. 18. HEADLINE + URL + 1ST SENTENCE =GREAT SERPhttp://www.nytimes.com/2012/06/14/books/dave-eggerss-new-novel-a-hologram-for-the-king.html?pagewanted=all
    19. 19. TRUSTWORTHY? SOCIAL SIGNALSARE THE NEW LINK-BACKSSERPHeadlineParagraphURLImageSocialSignals
    20. 20. • Trust is built on reputation• Quality of content builds reputation• People evaluate & recommend contentvia Twitter, bookmarking, FB Likes, FBposts, etc.TRUSTWORTHY = SOCIAL MEDIA AUTHORITY
    21. 21. THANK YOU.FOLLOW US ATHTTP://TWOPENS.COM@TWOPENS2 CYNTHIA HARTWIG@EMILY2PENS EMILY WARN
    22. 22. 1. Pick a customer problem2. Pick a keyword3. Pick the one thing you want to get across(takeaway)4. What headline approach to engage your audienceHumor, authoritative, empathetic,5. Brainstorm five headlines6. WriteWRITING GREAT HEADLINES
    23. 23. Gina Kolata, NYTimes
    24. 24. IMAGE COMPLETES THE PUZZLESERPHeadlineParagraphURLImageKeywords
    25. 25. • Concise way to say what the topic‟s about• Opportunity for branding• Synergy with SERP title & meta-descriptionIMAGE HELPS TELL THE STORY
    26. 26.  Reshaping results based on… Where you are What you‟ve searched for What you personally do or visit What others you know do or share What people in aggregate do or visit Both Google & Bing do in various waysSEARCH 4.0: PERSONALIZED & SOCIALSEARCHSearch 4.0: Social Search Engines & Putting HumansBack In Searchhttp://selnd.com/wTDIN
    27. 27. • Ask questions (Fill in the blank!)• Rant• Tell stories• Shout out• Make offers (coupons!)SOCIAL SONAR: SENDING & RECEIVINGSIGNALS

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