Smart Content: How to Make your Online Content Thrive


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Give your content the right environment to grow and thrive by focusing on keyword research and information architecture.

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  • \n
  • Like all living things, content needs the right environment to thrive.\n
  • With the right environment, content can not only thrive, but also propagate.\n
  • Start with Information Architecture.\n
  • Define and refine the keywords that best match your target audience.\n
  • Develop your navigation and site structure based on your keyword research.\n
  • There are many more aspects to good IA. Read Adam Audette’s SEO Guide to IA for more details. It’s a few years old, but still very relevant.\n
  • Next step is to use Living Standard HTML (aka HTML5) to build your page.\n
  • Utilized semantic elements to communicate to search engines what your content is (navigation, header, article, etc....).\n
  • An example of how a typical page would look using semantic elements.\n
  • HTML5 Boilerplate is one of the best places to help you get started with Living Standard HTML.\n
  • Site speed is a ranking factor, so work on making your pages load fast for visitors.\n
  • This is the best caching plugin for WordPress.\n
  • W3 Total Cache supports AWS CloudFront, which is one of the best ways to serve images and other data worldwide.\n
  • PNGCrush is an amazing tool that will significantly reduce the size of your PNG images.\n
  • I recommend Pair Networks if you want a trusted, fast and affordable hosting provider.\n
  • After making the speed enhancements to your site, test it with GTmetrix.\n
  • If your site has good traffic and has been in existence for several months, Google Webmaster Tools may already have a speed report for it.\n
  • Use structured data for your content. It’s designed for people and computers.\n
  • This is an example of how structured data can be used in search results.\n
  • The original structured data formats were Microformats and RDFa. However, Living Standard HTML has introduced Microdata, which is being embraced by Google and other search engines.\n
  • The major search engines have created a resource for microdata, providing schemas for the different types of structured data.\n
  • provide a VERY long list of schemas, but learning how to use microdata can be confusing and overwhelming.\n
  • We created Schema Creator to help people better understand how to use microdata.\n
  • Be sure to include Social META Data on your content pages.\n
  • Facebook utilizes the Open Graph Protocol, which will enhance and control how your content is shared.\n
  • This is an example of the code and how it controls what data is shared on Facebook.\n
  • This is an example of the code and how it controls what data is shared on Facebook.\n
  • This is an example of the code and how it controls what data is shared on Facebook.\n
  • This is an example of the code and how it controls what data is shared on Facebook.\n
  • Over 10 million people are using Evernote to archive and share online content. Take advantage of their Site Memory code.\n
  • This is an example of a content page on Evernote’s site.\n
  • When a user clips the page, it uses the Site Memory code to correctly clip the content, and nothing else.\n
  • Users can then share the content at a later time. Links also remain active in archives, which means people may still click on an affiliate link directly from Evernote.\n
  • Use social buttons and comments on your content pages.\n
  • This example includes buttons in every possible location. However, you should consider only using sharing options that best fit your audience.\n
  • Facebook comments is a great way to clean up the quality of your comments, and to also drive more traffic to your site from Facebook.\n
  • The comments show up in notifications.\n
  • The comments also appear on the Timeline and news feed.\n
  • \n
  • Forbes pulled an article that provided evidence from Google that the +1 button will be a ranking factor.\n
  • You should be using the +1 button on your pages. Here’s a link to button configuration page.\n
  • \n
  • This page included the text for all of the leaves and apples, along with links to those pages.\n
  • Use or to capture email addresses. Then periodically send out newsletters highlighting new content. It will increase your repeat visits and will also bring in new visitors, because the newsletter can be forwarded to their friends.\n
  • Use to publish your presentations, and include active links in your slides. Slideshare has become an excellent source for site and affiliate traffic. Also consider using Paid Discovery for building exposure to new, high quality content. Their algorithm rewards good content, reducing your overall costs to promote your content.\n
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  • Smart Content: How to Make your Online Content Thrive

    1. 1. SMART CONTENT How to make your online content thriveJon HenshawCo-Founder & CPO@RavenJon
    2. 2. Information Architecture
    3. 3. Keyword Research
    4. 4. Site Structure
    5. 5. SEO Guide to IA
    6. 6. Living Standard HTML
    7. 7. Semantic Elements nav, header, footer,section, article and aside
    8. 8.
    9. 9. Site Speed Caching CDNImage Compression Good Hosting
    10. 10. W3 Total Cache
    11. 11. CDN: AWS CloudFront
    12. 12. PNGCrush
    13. 13. Pair Networks
    14. 14.
    15. 15. Google Webmaster Tools
    16. 16. Structured DataFor people and bots!
    17. 17. Structured Data Options Microformats RDFa Microdata
    18. 18. schema.orgMicrodata schemas for people, products, events,organizations, movies, books, reviews and much more
    19. 19.
    20. 20. Social META Data
    21. 21. Open Graph Protocol
    22. 22. Evernote Site Memory
    23. 23. Social SharingButtons and Comments
    24. 24. Facebook Comments
    25. 25. 250% increase in traffic99% decrease in crapulence
    26. 26. Forbes: +1 Ranking Signal
    27. 27. Google+ Button Config
    28. 28. Images Include URL on image Use keywords in file name Always use ALT textTreat Infographics like videos
    29. 29. Amazing content but no text
    30. 30. Forms Wufoo / AWeberRepeat and new visitors
    31. 31. Offsite SlideshareStumbleUpon Paid Discovery
    32. 32. Bam! Done!Jon HenshawCo-Founder & CPO@RavenJon
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