1
@StoneyD
@debbriggs517
@kagray
Stoney G deGeyter
Deb Briggs
Kathy Gray
HOW TO WRITE AMAZING CONTENT
SEARCH ENGINES LOVE ...
2
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
@StoneyDStoney G deGeyter
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: How do you search?
PREPARING CONTENT FO...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
How people search
Keyword
Content
Think
Keywords
...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Education
• Answer
questions
Persuasion
• State
b...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Write for search engines second
2
nd
Maintain
rea...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Focused keywords
Red
marbles
Too many keywords!
J...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
<Title>Beauty Tips, Cosmetics and Skin Care
Tutor...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Not always needed
Compelling
Substantially unique...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Makes
Scannable
Provides
Relevance
Creates
Hierar...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Proper heading tag hierarchy
<h1>One H1 per page....
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Integrate calls to action
Provide the
Next Step
E...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Use images to draw visitors in
PREPARING CONTENT ...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Look for
Natural Links
Integrate
Keywords
Increas...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Write optimized tags
PREPARING CONTENT ...
16
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
@StoneyDStoney G deGeyter
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Lady Worms Bean
Bag
Sandwich Sleeping Duffel
What...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
“cordless
telephone”
headset?
cordless
“telephone...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of
affordable baby bed...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of
affordable baby bed...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of
affordable baby bed...
22
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
@debbriggs517Debbie Briggs
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The original Nebraska is...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The concise In 1996, six...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The bulleted Nebraska is...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The straight talk Nebras...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The combination In 1996,...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Let’s write some content.
FORMATTING YO...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The long page
FORMATTING YOUR CONTENT TO MAKE IT ...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The mid-length page
FORMATTING YOUR CONTENT TO MA...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The short page
FORMATTING YOUR CONTENT TO MAKE IT...
32
WRITING WITH SOCIAL IN MIND
@kagrayKathy Gray
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
What makes people share content?
Knowledge
Being ...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Traits of shareable content
• Humorous
• Relevant...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Content traits that will kill you
• Racism
• Sexi...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Photos strengthen your message
WRITING WITH SOCIA...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Video strengthens your message
WRITING WITH SOCIA...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Infographics strengthen your message
WRITING WITH...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Make it easy to share your content
WRITING WITH S...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Deliver your message within parameters
Can you cr...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Tweet Challenge
Create a Tweet
Go to: h...
42
“VIRAL” MARKETING
@kagrayKathy Gray
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Viral Reality
3.3% of Facebook posts go viral
Ove...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
What defines viral success?
Meets
YOUR
goal
Traff...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Eight traits of viral
Simple Unexpected Credible
...
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Viral checklist
Does/Is your content?
• Sufficien...
Thank You!
How to Turn Web Analytics Into
Business Growth November 5, 2013
Next Up
Register today at ppmkg.eventbrite.com
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How to Write Amazing Content Search Engines Love & People Want to Share

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Velocitize your content to bring in more leads and sales.
Are people sharing your web content? Can customers you’re your content in search? Learn tips and techniques to write amazing content with search and social in mind that is optimized, digestable and shareable. Make your content work harder to increase leads and sales for your business.

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  • Get volunteer from the audience. Ask what they do.backup: Search for an oil filter for your carSearch for a new sofa for someone to clean your home.
  • How to Write Amazing Content Search Engines Love & People Want to Share

    1. 1. 1 @StoneyD @debbriggs517 @kagray Stoney G deGeyter Deb Briggs Kathy Gray HOW TO WRITE AMAZING CONTENT SEARCH ENGINES LOVE & PEOPLE WANT TO SHARE
    2. 2. 2 PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES @StoneyDStoney G deGeyter
    3. 3. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Exercise: How do you search? PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    4. 4. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu How people search Keyword Content Think Keywords Hear Keywords Search Keywords PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    5. 5. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Education • Answer questions Persuasion • State benefits Readability • Write naturally Write for human experience first PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    6. 6. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Write for search engines second 2 nd Maintain reader value Keywords not obvious Persuasive content PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    7. 7. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Focused keywords Red marbles Too many keywords! Jump rope Rubber balls Red marbles text text text text skeif mule text text skeif mule text text mule text text text text skief mule text text text text text text text text skief text text mule text text skief mule text text text text text text text text text text text skief mule text text text text red marbles text text red marbles text text marbles text text text red marbles text text text text text text text red text text marbles text text text red marbles text text text text text text text text text text text red marbles How search engines see content PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES jump rope text text red marbles text text red marbles text text rubber balls text text rubber balls text text text text text text text marbles text text rope text text text jump rope text rubber balls text text text text balls text text text jump rope text
    8. 8. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu <Title>Beauty Tips, Cosmetics and Skin Care Tutorials</Title> Influences Rankings Provides Label for Browser Drives Initial Click *65 Character Limit Keyword rich title tags PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    9. 9. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Not always needed Compelling Substantially unique 20-40 word page summary Compelling meta description tags PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    10. 10. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Makes Scannable Provides Relevance Creates Hierarchy Assists Navigation Use headings and sub-heads PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    11. 11. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Proper heading tag hierarchy <h1>One H1 per page.</h1> <h2>Use outline format.</h2> <h3>Keep content organized</h3> PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    12. 12. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Integrate calls to action Provide the Next Step Encourage Supporting Data Call them to Action PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    13. 13. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Use images to draw visitors in PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    14. 14. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Look for Natural Links Integrate Keywords Increase Engagement Making good use of editorial linking PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
    15. 15. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Exercise: Write optimized tags PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES • <title>Add Page Title Info Here</title>Title Tag • <meta name=“description” content=“Place your descriptive text here.”> Meta Description • <h1>Place Your Primary Heading Info Here</h1>Heading 1 • <h2>Place your secondary heading info here</h2>Heading 2
    16. 16. 16 FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION @StoneyDStoney G deGeyter
    17. 17. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Lady Worms Bean Bag Sandwich Sleeping Duffel What do these keywords have in common? Bag Bag of Bag Bag Bag FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
    18. 18. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu “cordless telephone” headset? cordless “telephone headset” Same phrase - different intent FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
    19. 19. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly with her crib or toddler bed. baby bedding Core Term • Specific phrase • Use appropriately Integrate core terms FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
    20. 20. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly with her crib or toddler bed. baby bedding Supporting • Core Term w/qualifier • Long-tail phrases Include supporting phrases FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
    21. 21. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly her crib or toddler bed. baby bedding Related • Stemmed variations • Semantic relation Add related words FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
    22. 22. 22 FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE @debbriggs517Debbie Briggs
    23. 23. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu A Jakob Nielsen Example… The original Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). Typical readability Cluttered FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    24. 24. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu A Jakob Nielsen Example… The concise In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park. 58% readability 50% text reduction FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    25. 25. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu A Jakob Nielsen Example… The bulleted Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were: • Fort Robinson State Park (355,000 visitors) • Scotts Bluff National Monument (132,166) • Arbor Lodge State Historical Park & Museum (100,000) • Carhenge (86,598) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446). 47% readability Scannable Layout FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    26. 26. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu A Jakob Nielsen Example… The straight talk Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).27% readability Objective language FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    27. 27. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu A Jakob Nielsen Example… The combination In 1996, six of the most-visited places in Nebraska were: • Fort Robinson State Park • Scotts Bluff National Monument • Arbor Lodge State Historical Park & Museum • Carhenge • Stuhr Museum of the Prairie Pioneer • Buffalo Bill Ranch State Historical Park 124% readability Objective Concise Scannable FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    28. 28. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Exercise: Let’s write some content. FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    29. 29. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu The long page FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    30. 30. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu The mid-length page FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    31. 31. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu The short page FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
    32. 32. 32 WRITING WITH SOCIAL IN MIND @kagrayKathy Gray
    33. 33. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu What makes people share content? Knowledge Being the person others turn to for input and advice Ego Being the person who has the newest or coolest thing around. Reward Gaining either tangible or intangible benefits for sharing. Passion People who have a vested interest in a topic will share just because they love talking about it. One or all of these factors are at play… WRITING WITH SOCIAL IN MIND
    34. 34. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Traits of shareable content • Humorous • Relevant/Timely • Captivating Images • Original Thinking • Awe-inspiring • High-Quality • Credibility • Personality • Statistical • How-To WRITING WITH SOCIAL IN MIND
    35. 35. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Content traits that will kill you • Racism • Sexism • Risque • Repetitive • Overly Personal • Poor Gram-mer • Sales, Sales, Sales! Source: SocialToaster WRITING WITH SOCIAL IN MIND
    36. 36. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Photos strengthen your message WRITING WITH SOCIAL IN MIND
    37. 37. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Video strengthens your message WRITING WITH SOCIAL IN MIND
    38. 38. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Infographics strengthen your message WRITING WITH SOCIAL IN MIND
    39. 39. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Make it easy to share your content WRITING WITH SOCIAL IN MIND
    40. 40. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Deliver your message within parameters Can you create a compelling call to action and set expectations while inspiring the click in less than 140 characters? Cause you'll need to. WRITING WITH SOCIAL IN MIND
    41. 41. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Exercise: Tweet Challenge Create a Tweet Go to: http://ppmkg.com/linksworth 140 Characters Max Leave 20 Characters for a Link Ideal Tweet = 77-110 Characters WRITING WITH SOCIAL IN MIND
    42. 42. 42 “VIRAL” MARKETING @kagrayKathy Gray
    43. 43. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Viral Reality 3.3% of Facebook posts go viral Over 100 hrs. of video are uploaded to YouTube every minute “VIRAL” MARKETING
    44. 44. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu What defines viral success? Meets YOUR goal Traffic Emotions Brand Boost Conversions Positive ROO Links Spread Mentions “VIRAL” MARKETING
    45. 45. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Eight traits of viral Simple Unexpected Credible High Emotions Practically Useful Positive Weird/ Strange Thought Provoking “VIRAL” MARKETING
    46. 46. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu Viral checklist Does/Is your content? • Sufficiently cover the topic? • Inspire a high-energy emotion like awe, anger, or anxiety? • Tone convey emotion? • Practically useful? • Spark interest? • Surprise? • Author have fame/credibility? • Actually funny? Are you sure your friends aren’t just being nice? Source: Moz.com “VIRAL” MARKETING
    47. 47. Thank You! How to Turn Web Analytics Into Business Growth November 5, 2013 Next Up Register today at ppmkg.eventbrite.com

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