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Why SEO needs editing - Search London March 2016

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This is my talk for Search London's March 7th 2016 event in London, where I wanted to discuss if it was time to consider having SEO editors within our teams.

In this talk I asked if our SEO campaigns could be further improved by embracing some rigorous editorial perspective. Currently we produce a lot of content, but most of it isn’t needed by our audience or of the quality required to earn respect.

We’re all sold on the idea of using data to fuel our work, but it’s the blending of empirical and creative angles that makes working in search marketing great, so shouldn’t we get as serious about our creative process as we are about numbers?

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Why SEO needs editing - Search London March 2016

  1. 1. Search London 7th March 2016 WHY SEO NEEDS EDITING(AND HOW WE’RE THE PEOPLE TO DO IT)
  2. 2. @SEARCHLDN @PAGESAUCE #SEARCHLONDON
  3. 3. CHARLIE WILLIAMS Head of Marketing charlie (at) white.net @pagesauce @SEARCHLDN @PAGESAUCE slideshare.net/pagesauce
  4. 4. @SEARCHLDN @PAGESAUCE CONTENT HOW DO YOU EDIT YOURS?
  5. 5. @SEARCHLDN @PAGESAUCE http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
  6. 6. @SEARCHLDN @PAGESAUCE BUZZSUMO SURVEY OF ARTICLES LOOKED AT HAVE 0 EXTERNAL LINKS75% 85%OF CONTENT IS LESS THAN 1,000 WORDS LONG http://marketing.buzzsumo.com/link-study/
  7. 7. @SEARCHLDN @PAGESAUCE “SO MANY OF US HAVE BECOME ACCIDENTAL AUTHORS, ACCIDENTAL EDITORS, AND ACCIDENTAL PUBLISHERS” HubSpot eBook - The internet marketing written style guide
  8. 8. @SEARCHLDN @PAGESAUCE SUCCESS = LINKS, SHARES, RANKINGS
  9. 9. @SEARCHLDN @PAGESAUCE SEO COMMANDMENT ACT LIKE A PUBLISHER https://contently.com/strategist/2016/02/11/i-run-my-blog-more-like-a-television-network-inside-shopifys-next-level-newsroom/ https://contently.com/strategist/2015/11/05/were-a-media-company-now-inside-marriotts-incredible-money-making-content-studio/
  10. 10. @SEARCHLDN @PAGESAUCE
  11. 11. @SEARCHLDN @PAGESAUCE
  12. 12. @SEARCHLDN @PAGESAUCE BLOGGING SYNDROME: WE EXPECT TO SELF-EDIT THE CAUSE?
  13. 13. @SEARCHLDN @PAGESAUCE COPY EDITING
  14. 14. @SEARCHLDN @PAGESAUCE COPY EDITING
  15. 15. @SEARCHLDN @PAGESAUCE COPY EDITING EDITORIAL PERSPECTIVE
  16. 16. @SEARCHLDN @PAGESAUCE e a t EXPERTISE AUTHORITATIVENESS TRUSTWORTHINESS http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf http://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118
  17. 17. @SEARCHLDN @PAGESAUCE ENGAGEMENT IS SUDDENLY IMPORTANT http://www.blindfiveyearold.com/time-to-long-click https://moz.com/blog/the-massive-ranking-factor-too-many-seos-are-ignoring-whiteboard-friday
  18. 18. @SEARCHLDN @PAGESAUCE WE DO EDITING SEO CONTENT + KEYWORD RESEARCH, UX, CONTENT STRATEGY, SOCIAL MEDIA, CONTENT MARKETING & AGILE APPROACH http://www.slideshare.net/pagesauce/understanding-your-audience-agile-thinking-our-content-brightonseo-september-2015
  19. 19. @SEARCHLDN @PAGESAUCE USE RAND TO MAKE THE CASE https://moz.com/blog/can-seos-stop-worrying-keywords-focus-topics-whiteboard-friday
  20. 20. @SEARCHLDN @PAGESAUCE “SO I TAKE MY KEYWORD RESEARCH... MY TOPIC AND CONCEPT BRAINSTORM, MAYBE SOME OF MY TOPIC TOOL RESULTS, MY USER RESEARCH... AND PUT THEM TOGETHER IN A LIST OF CONCEPTS” https://moz.com/blog/can-seos-stop-worrying-keywords-focus-topics-whiteboard-friday
  21. 21. @SEARCHLDN @PAGESAUCE MAYBE SETH? https://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/
  22. 22. @SEARCHLDN @PAGESAUCE “YOU NEED EDITORS, NOT BRAND MANAGERS” https://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/ “THERE’S CONTENT I WANT TO READ AND CONTENT I DON’T. IF YOU’RE PUTTING CONTENT I DON’T IN FRONT OF ME, IT DOESN’T REALLY MATTER HOW MUCH YOU GOT PAID FOR IT—I’M PROBABLY NOT HAPPY”
  23. 23. @SEARCHLDN @PAGESAUCE EDITORS = PEOPLE WHO ‘GET’ CONTENT, UNDERSTAND CONTEXT & CAN PRODUCE THINGS AUDIENCES WANT TO CONSUME http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
  24. 24. @SEARCHLDN @PAGESAUCE EDITORS = BRAND GUARDIANS
  25. 25. @SEARCHLDN @PAGESAUCE
  26. 26. @SEARCHLDN @PAGESAUCE
  27. 27. @SEARCHLDN @PAGESAUCE
  28. 28. @SEARCHLDN @PAGESAUCE
  29. 29. @SEARCHLDN @PAGESAUCE
  30. 30. @SEARCHLDN @PAGESAUCE
  31. 31. @SEARCHLDN @PAGESAUCE BUILDING CONNECTIONS
  32. 32. @SEARCHLDN @PAGESAUCE
  33. 33. @SEARCHLDN @PAGESAUCE 3. IDEAS I WANT YOU TO TAKE AWAY & PONDER
  34. 34. @SEARCHLDN @PAGESAUCE 1. SHOULD LARGER SEO TEAMS HAVE EDITORS?
  35. 35. @SEARCHLDN @PAGESAUCE 2. SHOULD SMALLER TEAMS HAVE EDITORIAL SKILLS?
  36. 36. @SEARCHLDN @PAGESAUCE 3. WE DO EDITING: SHOULD WE CLAIM SEO EDITORS?
  37. 37. THANK YOU @PAGESAUCE CHARLIE@WHITE.NET CHARLIE WILLIAMS

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