This presentation covers all different types of content optimization strategies from beginner to advanced.

1. Advanced Content Optimization
Strategies
Jeff Oxford, CEO of 180Marketing.com

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5 Levels of Content Optimization
1.1. Average Blogger
2. Junior SEO
3. SEO Expert
4. SEO Guru
5. Google Engineer

6. Keyword Usage
Level 1: Average Blogger
6

7. _____________________________________________
__________ organic protein powder _______________
_____________________________________________
_____________________________________________
<h1>Heading</h1>
<h2>Heading</h2>
_____________________________________________
_____________________________________________
_____________________ organic protein powders ___
_____________________________________________
• Mention higher up on the page
• Use both singular and plural variations
• Use synonyms
• No more than once every 200 words
_____________________________________________
____ natural protein powder _____________________
_____________________________________________
_____________________________________________
organic protein powder
organic protein powders
natural protein powder
Keyword Usage Tips

8. Related Keywords
Level 2: Junior SEO
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9. 9
How does Google know if a page is about window shades or sunglasses?
vs
Article Title: Top 10 Shades for Sale [2022 edition]

10. _____________________________________________
__________ shades _____________________________
_____________________________________________
___________________________ living room ________
_____________________________________________
__ pull down __________________________________
_____________________________________________
________________ bedroom _____________________
_____________________________________________
_________________________________ roller _______
______ wood __________________________________
_____________________________________________
_____________________________________________
_________________________ motorized ___________
_____________________________________________
_____________________________________________
Answer = Related keywords
10

11. _____________________________________________
__________ polarized ___________________________
_____________________________________________
___________________________ ray ban ___________
_____________________________________________
__ black ______________________________________
_____________________________________________
________________ oakley _______________________
_____________________________________________
_________________________________ mens _______
______ aviator _________________________________
_____________________________________________
_____________________________________________
_________________________ womens ____________
_____________________________________________
_____________________________________________
Answer = Related keywords
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12. Use related keywords from Google’s Related searches
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13. Use related keywords from Google’s Image Search
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PRO TIP:
Just use Surfer SEO

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17. Featured Snippet Optimization
Level 3: SEO Expert
17

19. 1) Look for eligible keywords
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20. 2) Use questions in subheading, or a preceding question
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What is AliExpress?
AliExpress is a popular online store for buying products at
much cheaper prices than Amazon and other similar
services. The store was founded in 2010 and is owned by
Alibaba, a massive Chinese multinational company focusing
on e-commerce and computing, and is one of the world's
largest internet companies.
But is AliExpress safe? Contrary to popular belief, buying
from AliExpress is very safe. In fact, it’s probably safer than
shopping from Ebay because of their buyer protection
program.
AliExpress guarantees that if your product doesn’t arrive on
time or as described in the listing, you can get a full refund.
Question in subheading Preceding question

21. 3) Immediately provide an answer
21
What is AliExpress?
AliExpress is a popular online store for buying products at
much cheaper prices than Amazon and other similar
services. The store was founded in 2010 and is owned by
Alibaba, a massive Chinese multinational company focusing
on e-commerce and computing, and is one of the world's
largest internet companies.
But is AliExpress safe? Contrary to popular belief, buying
from AliExpress is very safe. In fact, it’s probably safer than
shopping from Ebay because of their buyer protection
program.
AliExpress guarantees that if your product doesn’t arrive on
time or as described in the listing, you can get a full refund.
Question in subheading Preceding question

22. 4) Provide concise answer first, then expand
22
Example Question: Can you give your dog yogurt?
Bad Good
The amount of yogurt you give your dog depends
on a variety of factors.
You can give your dog one to two teaspoons of yogurt a
day depending on the size and health of your dog.
For small dogs, give about 1 tablespoon of yogurt per
day. For large dogs, give about 2 or 3 tablespoons per
day. If this is the first time you are introducing yogurt to
your dog then you may want to start off with giving a
small amount to test the waters.

23. 4) Provide concise answer first, then expand
23
Character limit: 340 characters
Word count limit: 40 words

24. 1.Look for eligible keywords
2.Use questions in subheading, or a preceding question
3.Immediately provide an answer
4.Provide concise answer first, then expand
24
Summary

25. Entity Coverage
Level 4: SEO Guru
25

27. Let’s go back to 2010…
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• Weight loss
• bitcoin
• SEO
• Michael Jordan
Long Tail Terms
• How to lose belly fat
• What can I buy with bitcoin
• How much does SEO cost
• What is the height of
Michael Jordan
Head Terms
EASY for Google to find relevant pages HARD for Google to find relevant pages

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Search Query: “michael jordan"

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Keyword
not found
Search Query: “what is the height of michael jordan"

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Move away from matching keywords and pages
Move towards understanding our world, and
the relationships between objects

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41. What is an entity?
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Any noun, place, or thing
Examples
• Person
• Business
• City
• Sport
• Sports team
• Event
• Product
• Animal
• Plant
• Pretty much anything!

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Entity = Michael Jordan

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Use related entities within your content

44. Step 1 – Search your keyword or topic into Google
44

45. Step 2 – Click on the top ranking search results
45

46. Step 3 – Copy all the content into Google’s free Natural Language tool
46
https://cloud.google.com/natural-language

47. Step 4 – Use the most relevant entities within your content
47

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PRO TIP:
Place related entities are near each
other

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50. Information Gain Score
Level 5: Google Engineer
50

51. 1. Quality of search results for long-tail queries were poor
2. Looking for keyword usage in content proved to be ineffective for long-tail keywords
3. Solution: Google created the Knowledge Graph to try and replicate our world
4. Google now knows the relationship between objects and entities
5. Using related entities in your content can improve your relevancy and rankings
What we’ve learned so far

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Entity = Michael Jordan

53. 53
country of citizenship
country for sport
language
birth name
given name
family name
date of birth
place of birth
father
mother
Sibling
height
spouse
child
native language
occupation
position played on team
nickname
head coach
league
residence
member of sports team
ethnic group
weight
sport
handedness
drafted by
sport number
award received
nominated for
owner of
educated at

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Natural Language Processing (NLP)
the use of Artificial Intelligence to read and understand content just
like a human

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https://cloud.google.com/natural-language

58. Natural Language Processing Example
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Attribute Value
Feb 17, 1963
MJ
American businessman
Basketball player
15
6
Chicago Bulls
Charlotte Hornets
23XI Racing
Birthdate
Nickname
Current profession
Former Profession
# of NBA Seasons
# of NBA
Championships
Basketball Team
Owner of

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Write in a way that Google can understand

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https://cloud.google.com/natural-language

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https://cloud.google.com/natural-language

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The better Google can extract information
from your content, the better it will rank

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DISCLAIMER
• This is just for maximum SEO benefit
• SEO is just one piece of the puzzle
• Don’t be afraid to break these rules

64. 1) Write in a Wikipedia style and tone
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https://en.wikipedia.org/wiki/Wikipedia:Writing_better_articles
• Neutral/professional tone
• Third person point-of-view
• Cite facts, not opinions

65. 2) Write in a neutral sentiment
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Write with a neutral sentiment, and definitively avoid
negative sentiment.
Good - You can easily train your dog in the following
steps.
Bad - Training your dog can be painful and
annoying. If training your dog drives you crazy then
this guide is for you.

66. 3) Minimize intros
66
Bad
Are you struggling to train your dog?
dog can save you time and help strengthen
between you and your furry companion.
trained multiple dogs or you're an absolute
guide you’ll learn everything you need to
train your dog effectively
There 3 common methods to train your dog.
• Positive Reinforcement
• Clicker Training
• Relationship-Based Training
Good
In this guide you’ll learn everything you need
to know about how to train your dog
effectively.
There 3 common methods to train your dog.
• Positive Reinforcement
• Clicker Training
• Relationship-Based Training

67. 4) Forget Word Count, Write as Concise as Possible
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Information Gain Score - This is a metric Google uses to determine how much
information can be gained from the article. The more questions we can answer and
stats/data we can provide, the better!
Gibberish Score - This metric compares the article's word count to the actual
amount of information the article provides. Fluffy content that's not concise or rich
in answers will receive a higher "gibberish score" and won't rank as well.

68. 4) Forget Word Count, Write as Concise as Possible
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Pieces of info extracted: 10
Word Count: 500
Information Extraction Score: 5%
Pieces of info extracted: 20
Word Count: 5,000
Information Extraction Score: 0.4%
__________________________________________
_______ organic protein powder _______________
__________________________________________
__________________________________________
<h1>Heading</h1>
<h2>Heading</h2>
_________________________________________
_________________________________________
__ __________________
_________________________________________
_________________________________________
organic protein powder
organic protein powders
__________________________________________
_______ organic protein powder _______________
__________________________________________
__________________________________________
<h1>Heading</h1>
<h2>Heading</h2>
_________________________________________
_________________________________________
__ __________________
_________________________________________
_________________________________________
organic protein powder
organic protein powders

69. 5) Short Sentence Length
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Bad
While the intelligence of dog breeds can vary
to another, the most intelligent dogs are
Good
The most intelligent dogs are Border Collies.
Sentences should be concise and as short as necessary.
The longer the sentence, the more difficult it is for a search engine to
understand it.

70. 6) One Idea per Sentence
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Only include one idea per sentence, and definitely avoid run-on sentences.
Bad
FDAApproved N95 masks are the gold standard for personal
protective equipment (PPE), relied upon by medical
professionals, front-line essential workers, and consumers alike
to protect people around them, as well as themselves, from
airborne contaminants and viruses.
Good
FDAApproved N95 masks are used by medical
professionals, front-line essential works, and consumers.
They have strong protection against airborne contaminants
and viruses.

71. 7) Be descriptive
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Avoid vague language like "stuff", "things", "items", etc.
Write out whatever it is you're referring to.
Bad
A vision board should include items that help you accomplish
your goals.
Good
A vision board should include photos, quotes, and text to help
you accomplish your goals.

72. 8) Minimize Pronouns
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It's much more effective to specifically name the object instead of using pronouns like "they"
and "it".
Bad
They require basic crafting tools like scissors, glue, and
poster board.
Good
Vision boards require basic crafting tools like scissors, glue,
and poster board.

73. 9) Avoid Analogies
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Analogies can confuse search engines since the subjects used in the
analogy usually aren’t related to the main focus of the article.
Bad
Training your dog how to sit is as easy as
riding a bike with training wheels.
Good
Training your dog how to sit is easy.

74. Topical Authority

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Topical Authority
The amount of questions your website answers on a
particular topic.

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Entity = Michael Jordan

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78. Topical Questions to Answer
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What are hair extensions made of?
How much do hair extensions cost?
Who makes hair extensions?
Who invented hair extensions?
Where are hair extensions made?
How many hair extensions are produced each year?
What are the best hair extensions?
What colors are hair extensions?
Which celebrities use hair extensions?
What are the best hair extensions?

79. 1) Brainstorm
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80. 2) People Also Ask boxes
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81. 3) Google Autocomplete
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82. 4) Answer the Public
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https://answerthepublic.com/

83. 5) Paid Keyword Research Tools
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84. How much do hair extensions cost?
84
Topical Map
What are hair extensions?
What are the types of Hair Extensions
What are permanent hair extensions?
What are tape-in hair extensions?
What are sew in hair extensions?

85. How much do hair extensions cost?
• How much do permanent hair extensions cost?
• How much do tape-in hair extensions cost?
• How much do sew in hair extensions cost?
• How much do fusion hair extensions cost?
• How much do hair extensions cost at a salon?
• How much does hair extensions installation cost?
• How much does it cost to remove hair extensions?
• What impacts the cost of hair extensions?
85
Group related questions into a single article
What are hair extensions?
What are the types of Hair Extensions
What are permanent hair extensions?
What are tape-in hair extensions?
What are sew in hair extensions?
What are fusion in hair extensions?

86. How much do hair extensions cost?
• How much do permanent hair extensions cost?
• How much do tape-in hair extensions cost?
• How much do sew in hair extensions cost?
• How much do fusion hair extensions cost?
• How much do hair extensions cost at a salon?
• How much does hair extensions installation cost?
• How much does it cost to remove hair extensions?
• What impacts the cost of hair extensions?
86
Add internal links where it makes sense
What are hair extensions?
What are the types of Hair Extensions
What are permanent hair extensions?
What are tape-in hair extensions?
What are sew in hair extensions?
What are fusion in hair extensions?

87. 1. Find relevant questions to build your Topical Map
2. Use your exact target keywords in the content
3. Use related keywords in the content
4. Write concise answers right after each question to get Featured Snippets
5. Use related entities in the content
6. Write clearly so Google can extract as much information as possible
7. Add internal links between relevant questions
Summary

88. Thank you