What is Quality Content? Ian Harris - IRX 2015
•Download as PPTX, PDF•
1 like•1,060 views
Content marketing relies on the creation of quality content. Good quality content will get shared, linked, and will provide huge PR and SEO benefits, as well as direct traffic and conversions. But what is quality content? Our CEO, Ian Harris, looks at the science behind what defines quality content from both a user perspective and also a Google / SEO perspective. Armed with the science behind quality, it is much easier for you to replicate it time and time again.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to What is Quality Content? Ian Harris - IRX 2015
Similar to What is Quality Content? Ian Harris - IRX 2015 (20)
More from Search Laboratory
More from Search Laboratory (17)
Recently uploaded
Recently uploaded (20)
What is Quality Content? Ian Harris - IRX 2015
- 1. © Search Laboratory Ltd 2014. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 What is Quality Content and How to Create it Ian Harris
- 2. Some of our Retail Clients
- 3. Agenda What is quality content? Example What is ‘great content’? How to create it? Summary
- 4. Quality Content Define ‘quality’ It makes our campaign a success Define success – Views – Likes – Conversions – Links – Sentiment
- 5. Example
- 6. Detail
- 7. Coverage
- 8. Coverage
- 9. Process Idea Build Launch Outreach CNET, Daily Mail, Telegraph, Huff Post as ‘catalyst sites’ Geeky, techy, viral blogs – natural links Over 400 natural inbound diverse links
- 10. Visitors Initially, site had negligible traffic From all sources
- 11. Traffic Breakdown Big spike was referral traffic
- 13. Visibility
- 15. Value to the Business
- 18. Matt Cutts:
- 19. Great Content
- 20. Google Patent – July 2014 Score relative to purpose Adverts on page may devalue, dependent on purpose. Factors based on purpose Dwell time Low quality signals Trust Site information Site maintenance
- 21. Great Content
- 22. Define Purpose Awareness Likes/shares Conversions Links … and then measure
- 23. How do we go about it? Idea Plan and Research Creation Launch Promote
- 24. Idea (purpose: links) Wynsors - Invisible shoes Funny Charity angle Resource on site Press and general interest
- 25. Plan and Research Budget (£1000) Agreement from client Charity involvement Big twitter accounts that may be receptive (nail varnish companies etc.) Social element (pics of invisible shoes)
- 26. Creation
- 27. Launch Engagement a week before PR prior to launch Emailed journalists on launch
- 28. Promote Turn citations to links Engage on Twitter #Invisibleshoes at Newark Airport Everyone’s been to @Wynsors_Shoes
- 29. Result Lots of mentions Lots of shares Lots of traffic Lots of links Great content
- 30. Idea Modern Rugs Psychology of design Informative Specialist Resource on site General and specialist interest
- 31. Plan and Research Budget (£ALOP) Psychologist involvement Needs to be specialist but accessible
- 32. Creation
- 33. Launch Keep specialists informed Tell other influencers (interior design, psychology)
- 34. Promote Ongoing engagement Follow up all contacts
- 35. Result Good traffic Quality links On topic Great content
- 36. Idea Survey on mental health Mental Health Week Worst thing said to you? Comment from experts Imagery to portray answers
- 37. Plan and Research Execute the survey Find influencers online Pick most shocking comments Plan media list for press release
- 38. Creation
- 39. Launch PR prior to launch Emailed journalists on launch Timed with mental Health Week
- 40. Result Huffington, Buzzfeed, student publications Lots of shares On topic Awareness Very high authority links Great content
- 41. Quality Content (my definition) Sits on your site Is valuable and sharable (rather than copyable) Is well planned Involves influencers in its creation Has a local and national angle Answers a question or entertains
- 42. Summary Clarify Aims Follow the Process Measure the Success
- 43. Aims If links is an aim … unshackle your thinking
- 44. Email: Tel: Web: www.searchlaboratory.com Twitter: @searchlabs Contact details Ian Harris ian.harris@searchlaboratory.com 0113 2121211
- 45. Google this week: Don’t build links But get links
Editor's Notes
- In order to create ‘quality content’ we need to define ‘quality’
- The reason I’m talking about this is: was it a success? Lets have a look what happened
- Zombie enthusiasts don’t convert Search traffic converts
- Always talks about great content. Build great content and you’ll be fine Don’t build links, build great content
- Purpose – e.g. To share information about a topic, To share personal or social information To share pictures, videos, or other forms of media To entertain To sell products or services Factors based on purpose – Product page – certain things like description, pricing etc. Low quality signals – Repetitive or thin content, spelling errors, duplicate content Trust Low trust IP such as link networks or ad farms Site info About us, contact, WHoIs Site maintenance Crawl errors, 404, broken links
- A lot of the work we do, the purpose is to drive natural inbound links Because they are so valuable
- Important admission to make
- Webmaster trends analyst