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Perfect Pages: Content Strategy and SEO

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Perfect Pages: How to Create Category-defining resources that rank highly for 1000s of keywords and variations. For Engage PDX Conference

Published in: Marketing

Perfect Pages: Content Strategy and SEO

  1. 1. Perfect Pages @cyrusshepard
  2. 2. About Me: • Former Lead SEO & Director of Content – Moz • Owner - Fazillion Media • Write, Speak, & SomeEmes Consult • All-around SEO Geek
  3. 3. My First “Marketing” Job
  4. 4. What it felt like
  5. 5. SEO: Delivering exactly what the user wants at the exact moment they seek it.
  6. 6. SEO: Delivering exactly what the user wants at the exact moment they seek it.
  7. 7. Giardia
  8. 8. “Perfect Pages” noun, plural •  Category-defining resources that rank highly for 1000s of keywords and variaEons
  9. 9. hMps://moz.com/learn/seo/Etle-tag
  10. 10. 9.3% 6.5% 1.5% 0.039% of Pages = 17.3% of Organic Traffic
  11. 11. 7 Elements of Cra[ing Perfect Pages
  12. 12. 1. Designed to Answer QuesEons to SaEsfy User Intent
  13. 13. What’s the best restaurant in Portland?
  14. 14. Telemarketer Challenge: Rank #1 for “Best Restaurant in Portland”
  15. 15. Optimized Title Tag <title>Best Restaurant – Pancake House in Portland Oregon</title> Optimize TF-IDF Page Segmentation Semantic Distance Co-occurrence Optimization Entity Salience
  16. 16. “Best Restaurant in Portland” (if you’re lucky)
  17. 17. dt
  18. 18. 2. Comprehensively Answers QuesEons Beyond the Keyword
  19. 19. What are the top restaurants? Where are they? What’s the website? Can I make reservaEons? How do I get there?
  20. 20. “Fenugreek and Liver Damage” Targeted vs. Comprehensive #1 #2
  21. 21. The Long Tail is Very Hard to Predict
  22. 22. Lots of questions. Many searches.
  23. 23. Filter for Questions Moz Keyword Explorer
  24. 24. 3. Employ Structure as a Strategy
  25. 25. We still publish content like this
  26. 26. DILUTION
  27. 27. <!DOCTYPE> <a> <abbr> <acronym> 2 <address> <applet> 3 <area> <arEcle> <aside> <audio> <b> <base> <basefont> 4 <bdi> <bdo> <big> 4 <blockquote> <body>
  28. 28. <h3> <h4> <h4> Don’t sweat the markup
  29. 29. Whiteboard Fridays Circa 2010 Video Only: Good for Humans Poor for Robots
  30. 30. We added transcripts Search engines love me!
  31. 31. What human wants to read this?!?! Nope!
  32. 32. Added rich formatting • Headers • Images • Scanable
  33. 33. Holy Engagement Batman!
  34. 34. 4. Unique Media and/or InteracEons
  35. 35. Generic Unique Image •  Summarizes basic points of post •  Took 2 minutes to make •  Increases engagement •  Look, another bullet point!
  36. 36. 5. Relentlessly Pursue Engagement
  37. 37. 384% Increase in Organic Traffic
  38. 38. 83.2% 45.3% +25% New Pages -45.5% Bounce Rate
  39. 39. “Give the user zero excuse to hit the back buMon”
  40. 40. Strategy #1: Act as a Hub/ Authority/Resource Page •  Link to AuthoraEve Resources •  Internal or external •  Going forward is beMer than going back •  Several Patents+Case Studies support this concept
  41. 41. Strategy #2: Use Search Keywords in CTAs
  42. 42. Hacking with Google Search Console
  43. 43. 6. TemplaEze this process in your Content Strategy
  44. 44. 1.  Figure out user intent 2.  Answer questions beyond the keyword 3.  Structure+Format everything 4.  Add unique media 5.  Pursue engagement as ranking factor #1
  45. 45. 7. F**K Giardia

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