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From SEO-Driven Content to Content-Driven SEO: The Good News for Creative Writers

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Writing SEO content can be boring--and reading it is even worse. Write content for humans instead! Here's what you need to know.

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From SEO-Driven Content to Content-Driven SEO: The Good News for Creative Writers

  1. 1. The Good News About Creative Content From SEO-Driven Content to Content-Driven SEO @NiteWrites #MNBlogCon
  2. 2. Welcome! Everything Is Fine.
  3. 3. This Is My Company TopRank Marketing is a full-service digital agency providing integrated marketing to Fortune 50 brands like:
  4. 4. This Is Me Joshua T. Nite Content Marketing Manager TopRank Marketing @NiteWrites • 12 years as a comedy writer • 3 years with TopRank Marketing • Comedian, performer, wearer of many hats (and wigs)
  5. 5. Writing SEO-Driven Content Is BORING @NiteWrites #MNBlogCon
  6. 6. Because You’re Writing for… @NiteWrites #MNBlogCon
  7. 7. ROBOTS! @NiteWrites #MNBlogCon
  8. 8. Cats Wearing Hats: A Cats Wearing Hats Blog Post The thing about cats wearing hats, is when a cat wears a hat, it looks better than a cat without a hat. It’s important that cat owners be aware of the advantages of cats wearing hats, because too many cat owners don’t put their cats in hats. Cats wearing hats is one of the primary issues facing cat owners today. If you’re not going to put a cat on your hat, you should consider how cats wearing hats will view your hatless cat. Cats wearing hats, cats, hats, berets, top hats, cloches, toques, beanies, fedoras, trilbys, cats wearing hats. @NiteWrites #MNBlogCon
  9. 9. Cats Wearing Hats: A Cats Wearing Hats Blog Post The thing about cats wearing hats, is when a cat wears a hat, it looks better than a cat without a hat. It’s important that cat owners be aware of the advantages of cats wearing hats, because too many cat owners don’t put their cats in hats. Cats wearing hats is one of the primary issues facing cat owners today. If you’re not going to put a cat on your hat, you should consider how cats wearing hats will view your hatless cat. Cats wearing hats, cats, hats, berets, top hats, cloches, toques, beanies, fedoras, trilbys, cats wearing hats. KEYWORD DENSITY: HIGH INSTANCES OF KEYWORD: 8 RANK HIGHLY FOR KEYWORD: CATS WEARING HATS @NiteWrites #MNBlogCon
  10. 10. @NiteWrites #MNBlogCon
  11. 11. BUT… @NiteWrites #MNBlogCon
  12. 12. Robots Are Getting Smarter @NiteWrites #MNBlogCon
  13. 13. Cats & Hats: The Ultimate Guide to Feline Headgear When I first laid eyes on my cat, George, I knew that he would be my best friend for as long as he lived. He was scrawny, malnourished, missing half of his whiskers and the tip of his tail. But he was all mine. He just needed one thing to make him complete: My love. Oh, and one other thing: A jaunty chapeau. You see, George had a weird bald spot that only a hat could cover up. I wasn’t super knowledgeable about cats wearing hats—can a cat even wear a hat? Do they want to? Is it cruel to force them? I think you’ll agree that George looks much better in a hat. If you’re thinking of sprucing up your cat’s looks, here’s everything you need to know. @NiteWrites #MNBlogCon
  14. 14. Cats & Hats: The Ultimate Guide to Feline Headgear When I first laid eyes on my cat, George, I knew that he would be my best friend for as long as he lived. He was scrawny, malnourished, missing half of his whiskers and the tip of his tail. But he was all mine. He just needed one thing to make him complete: My love. Oh, and one other thing: A jaunty chapeau. You see, George had a weird bald spot that only a hat could cover up. I wasn’t super knowledgeable about cats wearing hats—can a cat even wear a hat? Do they want to? Is it cruel to force them? I think you’ll agree that George looks much better in a hat. If you’re thinking of sprucing up your cat’s looks, here’s everything you need to know. Bounce Rate: 50% Time on Page for Average Visitor: 6 minutes Links from Trusted Sources: 50 Keyword Group: Cats, Hats, Guide Increase Ranking for Related Keywords @NiteWrites #MNBlogCon
  15. 15. No More SEO-Driven Content! It’s Time for… @NiteWrites #MNBlogCon
  16. 16. Content-Driven SEO! @NiteWrites #MNBlogCon
  17. 17. What the Fork is Content-Driven SEO? Cats & Hats: The Ultimate Guide to Feline Headgear When I first laid eyes on my cat, George, I knew that he would be my best friend for as long as he lived. He was scrawny, malnourished, missing half of his whiskers and the tip of his tail. But he was all mine. He just needed one thing to make him complete: My love. Oh, and one other thing: A jaunty chapeau. You see, George had a weird bald spot that only a hat could cover up. I wasn’t super knowledgeable about cats wearing hats—can a cat even wear a hat? Do they want to? Is it cruel to force them?@NiteWrites #MNBlogCon Written for human beings Driven by demandComprehensive & valuable
  18. 18. How Does It Work? 1. Humans love your content, which gives ranking signals to the robots 2. Robots move your content up in the rankings 3. MORE people find and love your content 4. You love your work! AND your business grows! @NiteWrites #MNBlogCon
  19. 19. So How Do You Do It? • Topic Research • Competitor Research • Content Creation • A Smattering of HTML • Optimization @NiteWrites #MNBlogCon
  20. 20. “If you want to create messages that resonate with your audience, you need to know what they care about.” -Nate Elliot, Marketing Technology Advisor Topic Research
  21. 21. Topic Research: Who Is Your Audience? WHO are they? WHAT do they desperately need to know? WHERE do they hang out online? WHY should they care about your content? HOW do they search for information? @NiteWrites #MNBlogCon
  22. 22. Topic Research: What’s Your Sweet Spot? @NiteWrites #MNBlogCon
  23. 23. Topic Research: How Are People Searching? 1. Google Autocomplete 2. Keyword Planner 3. Quora 4. Answerthepublic 5. BuzzSumo @NiteWrites #MNBlogCon
  24. 24. “We have to say, ‘How can I create something 10 times better than what any of these folks are currently doing?’ That's how we stand out.” -Rand Fishkin, Wizard of Moz Competitor Research
  25. 25. Competitor Research: Go Incognito @NiteWrites #MNBlogCon
  26. 26. Competitor Research: Find Content Gaps The top two results are an Etsy account & a single cat hat for sale. You can own this category with informative, helpful content! @NiteWrites #MNBlogCon
  27. 27. Competitor Research: Find Your Long Tails Hats for black cats Buy a cat hat in Cleveland Holiday hats for cats Overcoming the stigma of being a cat hatter Why do cats hate wearing hats @NiteWrites #MNBlogCon
  28. 28. “Quality content means content that is packed with clear utility and is brimming with inspiration, and it has relentless empathy for the audience.” -Ann Handley, Chief Content Officer, MarketingProfs Content Creation
  29. 29. Awesome Content for Pantheon The Company: A B2B provider of a managed hosting platform The Mission: Capture search terms for WordPress hosting and enterprise WordPress The Content: A comprehensive guide to WordPress for the enterprise http://bit.ly/2sZ9qTY @NiteWrites #MNBlogCon
  30. 30. Awesome Content for Pantheon The Company: A B2B provider of a managed hosting platform The Mission: Capture search terms for WordPress hosting and enterprise WordPress The Content: A comprehensive guide to WordPress for the enterprise http://bit.ly/2sZ9qTY @NiteWrites #MNBlogCon
  31. 31. Awesome Content for Pantheon @NiteWrites #MNBlogCon
  32. 32. Awesome Content for Pantheon Results: Great Content WINS! • Traffic to blog increased • Rankings improved • New keyword rankings acquired • Happy clients! • Happy me! @NiteWrites #MNBlogCon
  33. 33. “I never meta description I didn’t like.” -Joshua Nite, Content Marketing Manager, TopRank Marketing A Smattering of HTML
  34. 34. HTML Tags: Title Tags • 600 Pixels wide (https://searchwilderness.com/tools/pixel-length/) • Keyword close to the beginning This page is #1 for “cat accessory buying guide.” This page is #111. @NiteWrites #MNBlogCon
  35. 35. HTML Tags: H1 & H2 H1 Tag: Only one per page with your primary keyword H2 Tags: For organization & long-tail keywords @NiteWrites #MNBlogCon
  36. 36. HTML Tags: Meta Description • Most overlooked, most crucial tag • People read your meta in the SERP and decide whether or not to click • If the meta doesn’t match the content, readers will BOUNCE • 169 characters • Contains the keyword • States a CLEAR BENEFIT
  37. 37. HTML Tags: Meta Description Great meta description: fits in the space, states a benefit, talks straight to the reader. Not so great - unspecified meta description leads to Google random samples.
  38. 38. “Pobody’s Nerfect.” Eleanor Shellstrop, The Good Place Optimization
  39. 39. Optimization: Quick Tips • After your content is published, keep an eye on the analytics • If you’re getting impressions but no clicks or high bounce rate, fix the meta description • If you’re not getting impressions, revisit the H1 and H2 tags. • If time on page is low, optimize the content @NiteWrites #MNBlogCon
  40. 40. Great Writers Are in a Good Place Now @NiteWrites #MNBlogCon
  41. 41. Want to create great content with us? • TopRank Marketing is HIRING smart, passionate, creative content writers. • http://toprankmarketing.com/careers @NiteWrites #MNBlogCon
  42. 42. THANK YOU! Go forth and be awesome. @NiteWrites #MNBlogCon

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