Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mastering the Creative and Technical Side of Searchable Content

732 views

Published on

I spoke about how to get creative with your content marketing while still maintaining your technical SEO requirements at State of Search in Dallas. Here are my slides! Connect with me for questions!

Published in: Marketing
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Mastering the Creative and Technical Side of Searchable Content

  1. 1. COLORING OUTSIDE THE LINES: MASTERING THE CREATIVE & TECHNICAL SIDE OF SEARCHABLE CONTENT KATY KATZ
  2. 2. Hello! I am Katy Katz Senior Consultant SmartBug Media You can find me at: @katykatztx #StateofSearch
  3. 3. Let’s talk SEO and Content Marketing
  4. 4. “I endeavored to make [my content] both entertaining and useful, and it accordingly came to be in such demand, that I reaped considerable profit from it.” #StateofSearch @katykatztx
  5. 5. “I endeavored to make [my content] both entertaining and useful, and it accordingly came to be in such demand, that I reaped considerable profit from it.” - Benjamin Franklin, The Way to Wealth (1758) #StateofSearch @katykatztx
  6. 6. “Content is the reason that search began in the first place.” #StateofSearch @katykatztx
  7. 7. “Content is the reason that search began in the first place.” - Lee Odden, CEO of Toprank #StateofSearch @katykatztx
  8. 8. THE PROBLEM MARKETERS EXCEL AT RUINING A GOOD THING #StateofSearch @katykatztx
  9. 9. Link Spamming #StateofSearch @katykatztx Image from White Rabbit
  10. 10. Keyword Stuffing Image from SEOPressor #StateofSearch @katykatztx
  11. 11. Over-Automating Social Media #StateofSearch @katykatztx
  12. 12. #StateofSearch @katykatztx “Content is a game that every type of team and agency plays, so we’re all competing for a piece of that pie. Meanwhile, technical SEO is more complicated and more important than ever before.” - MICHAEL KING, FOUNDER iPULLRANK (bit.ly/tech-seo-king)
  13. 13. SEOs BE LIKE - Cyrus Shepard (on TF-IDF bit.ly/tf-idf-moz) #StateofSearch @katykatztx
  14. 14. WRITERS BE LIKE “Language is my whore, my mistress, my wife, my pen-friend, my check-out girl. Language is a complimentary moist lemon-scented cleansing square or handy freshen-up wipette. Language is the breath of God, the dew on a fresh apple, it's the soft rain of dust that falls into a shaft of morning sun when you pull from an old bookshelf a forgotten volume of erotic diaries; language is the faint scent of urine on a pair of boxer shorts, it's a half-remembered childhood birthday party, a creak on the stair, a spluttering match held to a frosted pane, the warm wet, trusting touch of a leaking nappy, the hulk of a charred Panzer, the underside of a granite boulder, the first downy growth on the upper lip of a Mediterranean girl, cobwebs long since overrun by an old Wellington boot.” - Stephen Fry, Linguist #StateofSearch @katykatztx
  15. 15. Why’d we have to go and make things so complicated? #StateofSearch @katykatztx
  16. 16. “I believe that more than 90% of the content marketers are going to have a long cold winter, and many of them will end up looking for new careers. I don’t want that to be harsh, but a big content marketing glut is coming. “ - Eric Enge, CEO Stone Temple Consulting (via Didit) SHIT! #StateofSearch @katykatztx
  17. 17. GOOD CONTENT NOW, MORE THAN EVER, YOU NEED #StateofSearch @katykatztx
  18. 18. “Mediocre content will hurt your brand more than nothing at all.” - Joe Pulizzi, Author #StateofSearch @katykatztx
  19. 19. “Slow the *&%^$ down and do your content marketing right – or don’t do it at all.” - Ann Handley, Content Marketing Institute #StateofSearch @katykatztx
  20. 20. People Now Use Ad Blockers - PageFair 2015 Ad Blocking Report #StateofSearch @katykatztx
  21. 21. SEARCH OPTIMIZED CONTENT IS NOT GOING ANYWHERE BUT IT’S MORE IMPORTANT THAN EVER TO OPTIMIZE FOR YOUR PERSONA FIRST AND APPLY YOUR CHECKLISTS AFTER #StateofSearch @katykatztx
  22. 22. “Annual growth in unique site traffic is up 7.8X for content marketing leaders compared to followers.” - Aberdeen #StateofSearch @katykatztx
  23. 23. Pepsi has invested big in a state-of-the-art content studio in Manhattan. - Image source Ad Age #StateofSearch @katykatztx
  24. 24. BACK TO BASICS content headlines meta descriptions on-page SEO / formatting #StateofSearch @katykatztx
  25. 25. MAKE IT USEFUL & INTERESTING THE CONTENT SECRET? #StateofSearch @katykatztx
  26. 26. CONTENT
  27. 27. GOOD CONTENT SPEAKS TO A PERSONA Your target market needs to connect with what they’re reading to forge a relationship with your brand. IS WELL CONSTRUCTED Use tools or hire a real editor to make sure your content is interesting to read and follows writing best practices. ANSWERS QUESTIONS Make sure your reader comes away feeling that you’ve added value and that their visit was worth their valuable time. SERVES A PURPOSE Think about your end goal – amplification, lead nurturing, raising awareness, sealing the deal – define the goal ahead of time and stick to it. DRIVES TO A CTA The end of your content (and throughout if possible) should help point the visitor in a direction. Spell it out for them! SHARE & SEARCH OPTIMIZED Apply your checklist at the end so that you don’t sacrifice creativity for technicalities. #StateofSearch @katykatztx
  28. 28. DEMOGRAPHICS + Age + Gender + Salary + Location + Education + Family GOALS & CHALLENGES + Values and fears MARKETING MESSAGE + Elevator pitch SOCIAL MEDIA + Platforms + Behavior NAME & JOB TITLE + Where they work + Details about their role PERSONA TEMPLATE #StateofSearch @katykatztx
  29. 29. CRAVEABLE CONTENT #StateofSearch @katykatztx Makes us laugh or cry Has an unexpected twist Reminds us dreams come true Inspires action Reminds us we matter Reveals a secret Surprises us Encourages us to never give up Reminds us we’re unique Where David beats Goliath- CMI (bit.ly/crave-info)
  30. 30. A Bit More on KEYWORDS MAP OUT RELATED TERMS DESIGN YOUR STRATEGY USE A KEYWORD TOOL AT THE BEGINNING FORGET ABOUT THE KEYWORDS TILL THE END #StateofSearch @katykatztx
  31. 31. HEADLINE S
  32. 32. HEADLINE MUSTS ➜ CLEAR ➜ RELEVANT ➜ FOCUSED ➜ CONCISE ➜ EXCITING #StateofSearch @katykatztx
  33. 33. ➜ Yes, start with a keyword ➜ But then get creative with it! Increase creativity by: o Using a headline tool o Testing multiple variations (like 25) o Dropping over-used terms (*ULTIMATE) HEADLINES • Impactbnd.com Title Generator • Hubspot Blog Topic Generator • TweakYourBiz.com Title Generator #StateofSearch @katykatztx
  34. 34. NOW CHECK THE SEO ARE YOU AT THE RIGHT LENGTH (55-60 characters) EXPERIMENT (test, test, and test again) IS THE KEYWORD UTILIZED & RELEVANT (aim for long-tail) #StateofSearch @katykatztx * FACT: Shorter title tags perform better in search than longer ones. – Study by Code As Craft
  35. 35. META DESCRIPTIONS
  36. 36. But Google said that meta descriptions aren’t a factor in the algorithm so why should I care? #StateofSearch @katykatztx
  37. 37. Relevant Traffic #StateofSearch @katykatztx
  38. 38. ➜ Again, start with a keyword ➜ But then get creative with it! Increase creativity by: o Researching competitive terms o Circling in on THE WHY o Focus on benefits over features o Keep it clear and crisp o Don’t repeat the headline! META DESCRIPTIONS #StateofSearch @katykatztx
  39. 39. NOW GO BACK AND OPTIMIZE ARE YOU AT THE RIGHT LENGTH (160 characters) EXPERIMENT (test, test, and test again) IS THE KEYWORD UTILIZED & RELEVANT (aim for long-tail) #StateofSearch @katykatztx * CHECK OUT THIS GREAT DISCUSSION ABOUT META DESCRIPTIONS ON INBOUND.ORG (bit.ly/metas-rock)
  40. 40. STRUCTURE
  41. 41. ON-PAGE SEO & FORMATTING KEYWORD Is it in the title, URL, introduction, conclusion, and other key spots? Is it used a natural amount? HEADLINE TAGS Did you utilize H1 and H2 tags throughout the content? Bonus for including a keyword in an H2. LINKS Did you utilize a variety of internal and outbound links? IMAGE Did you include visuals that support your content and include your target keyword in the Alt Text? AMPLIFICATION Did you make it easy for your message to be spread on social media with prominent buttons? CTA Did you include ways to keep people on your page and clicking through to other parts of your site? #StateofSearch @katykatztx Now is the time to break out the checklists! Check out Moz’s SEO Checklist for more (bit.ly/moz-seo-list).
  42. 42. Great content is both CREATIVE and TECHNICAL. #StateofSearch @katykatztx Image Source: swelldesigner via Flickr
  43. 43. Thanks! Any questions? You can find me at: @katykatztx kkatz@smartbugmedia.com

×