Balancing Sticky Content with SEO

BALANCING STICKY CONTENT WITH SEO Emily Warn June 14, 2012

WHAT IF MARK TWAIN OPTIMIZED FOR SEO?“I have been complimented many timesand they always embarrass me; I alwaysfeel that they have not said enough.”I have been complimented many timesand compliments always embarrass me;I always feel that compliments have notsaid enough.

SEO & CONTENT SYNERGY SERP Image Headline Keywords & Social signals URL Paragraph

KEYWORDS + KEY CONTENT = OSCARWINNER Director URL •Most important for SEO Best Actress Headline •Grabs Attention Supporting First Paragraph •Makes them stay Audience Social Signals •Recommends to friends

SEO & CONTENT SYNERGY SERP Image Headline Keywords URL Paragraph

FIND OUT HOW YOUR CUSTOMERS THINK!• Do the keyword research• Lots of keyword tools• Lots of ways to listen to customers conversation• Lots of ways to listen to the competition

THREE-SECOND RULE FOR HEADLINES• Set tone: Funny, personal, authoritative, inspiring• Know who you‟re talking to• Make people curious: I want to learn that. Click.• Stay true: Make a promise and keep it

Empathize with customers‟ problem Emily Warn Managing Editor

Entertain through the unexpected

MAKE PEOPLE THINK Office Marketing Team

POSE A CHALLENGE BY ASKING A QUESTION Daniel Russell LifeHacker Via SearchResearch.com

1ST PARAGRAPH HAS SUPPORTING ROLE SERP Image Headline Keywords URL Paragraph

FIRST PARAGRAPH AMPLIFIES HEADLINE• Keeps the headline‟s promise• Engages audience, keeps them reading• Further explains purpose of content• Further identifies audience• Matches tone of headline

URL IS DIRECTOR SERPImage Headline Keywords URL Paragraph

DON‟T MISS OUT ON URL OPPORTUNITY• Most important element for SEO• Concise way to say what the topic‟s about• Opportunity for branding• Synergy with SERP title & meta- description

PUT KEYWORD IN TITLE + URL + 1ST PARAGRAPH “Millions of people using Excel dont get why they see the „circular reference‟ error message right after theyve entered a formula.” URL adds branding and avoids spamming /circular-references-excel-error-message.aspx

NUMBER 2 GOOGLE RANKING FOR SERP

SERP ELEMENTS Description URL Title 20

HEADLINE + URLhttp://www.nytimes.com/2012/06/14/books/dave-eggerss-new-novel-a-hologram-for-the-king.html?pagewanted=all

NYTIMES SERP FOR DAVE EGGERS

TRUSTWORTHY? SOCIAL SIGNALSARE THE NEW LINK-BACKS SERP Image Headline Social Signals URL Paragraph

TRUSTWORTHY = SOCIAL MEDIA AUTHORITY • Trust is built on reputation • Quality of content builds reputation • People evaluate & recommend content via Twitter, bookmarking, FB Likes, FB posts, etc.

THANK YOU.FOLLOW US AT TWOPENS.COMAND@EMILYWARN@TWOPENS2.

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Balancing Sticky Content with SEO

by emilywarn on Jun 18, 2012

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