What Determines Which Sites Rank?• Spiders – Crawl the digital landscape indexingpages according to their content and codingstructure• Links – Currency of the internet, much like reallife reputations. Links attribute credit / authority.(Social Mentions are gaining more and moreauthority because they are Authentic.)• Engagement? –Google may not be integratingthis yet, but they will.
BUT, Google’s Come A Long Way• Someone said at a recent SEO Convention,“Raise your hand if you have a PHD…”• Don’t think you are going to outsmart Google
What’s Google Trying To Do?Google’s Mission: Organize the world’sinformation and make it universally accessibleand useful.AKA – Provide their users with the best contentavailable based on their search queries.So How Do We Rank?....
What Is Considered Quality Content?• Captivating (Titles!)• Unique (and not easily duplicated)• Beautiful• Easy To Read• Engaging• Invokes Emotion• Entertaining• Provides Expertise
DYK? Out of every 10 people thatread your headline, only 2 will readthe article…
Remember, compelling copy has onepurpose:-to get the next sentence read. And then thesentence after that, and so on, all the waydown to your call to action.
Keep the contentNatural-Optimize photos-Use Keyword Variations-Talk to the audience,engage them.
Leverage Content After CreationEngage ConversationProvideAnswersEntertain
• Stuff keywords, keyword, this is a keyword,word key, key is the word.• Have over 3 links on a page.• Over-optimization (everything should flownaturally)• Forget to write to your audience!!! –Contentshould be conversational.
At The End Of The Day…(The Users) Are you providing the info they need and are searching for?
ResourcesWriting:• CopyBlogger!!! www.copyblogger.com• HubSpothttp://blog.hubspot.com/Content Optimization:• SEOmozwww.moz.com• Blind Five Year Oldhttp://www.blindfiveyearold.com/• Search Engine Landhttp://searchengineland.com/