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Forensically analysing cornerstone content

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When people talk about SEO sometimes people say “To get great rankings in Google you have to write great content”. But that is blue sky marketing fluff. What does that actually mean? In this talk, I’ll show examples of a blog post written that actually generates traffic, what was done to get it ranking, as well as what occurred when you actually get traffic - the results aren’t what you think!

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Forensically analysing cornerstone content

  1. 1. FORENSICALLY ANALYSING CORNERSTONE CONTENT Rhys Wynne (@rhyswynne)
  2. 2. @rhyswynne - @winwaruk WHAT IS CORNERSTONE CONTENT? “Cornerstone content pieces are those articles on your website you’re most proud of. They reflect your business, communicate your mission and are extremely well written. These are the articles you would like to rank high in the search engines. Cornerstone articles are usually explainers; these articles combine insights from different blog posts.” Marieke van de Rakt - https://yoast.com/what-is-cornerstone-content/
  3. 3. @rhyswynne - @winwaruk MY FIVE POINTS FOR CORNERSTONE CONTENT 1. Long 2. Ranks Well In Search Engines 3. Solves The Problem it Ranks For 4. Evergreen 5. Referred To Throughout The Site
  4. 4. @rhyswynne - @winwaruk AN EXAMPLE OF CORNERSTONE CONTENT http://bit.ly/winwarsecure
  5. 5. @rhyswynne - @winwaruk LONG
  6. 6. @rhyswynne - @winwaruk LONG
  7. 7. @rhyswynne - @winwaruk RANKS WELL IN SEARCH ENGINES
  8. 8. @rhyswynne - @winwaruk RANKS WELL IN SEARCH ENGINES Brainstorming Cornerstone Content:- 1. Predict the future 2. Pivot 3. Find your “Wow” 4. Curated Content
  9. 9. @rhyswynne - @winwaruk RANKS WELL IN SEARCH ENGINES
  10. 10. @rhyswynne - @winwaruk RANKS WELL IN SEARCH ENGINES
  11. 11. @rhyswynne - @winwaruk RANKS WELL IN SEARCH ENGINES
  12. 12. @rhyswynne - @winwaruk RANKS WELL IN SEARCH ENGINES
  13. 13. @rhyswynne - @winwaruk SOLVES THE PROBLEM IT RANKS FOR https://www.answerthepublic.com/
  14. 14. @rhyswynne - @winwaruk SOLVES THE PROBLEM IT RANKS FOR
  15. 15. @rhyswynne - @winwaruk SOLVES THE PROBLEM IT RANKS FOR
  16. 16. @rhyswynne - @winwaruk EVERGREEN
  17. 17. @rhyswynne - @winwaruk EVERGREEN
  18. 18. @rhyswynne - @winwaruk EVERGREEN
  19. 19. @rhyswynne - @winwaruk REFERRED TO THROUGHOUT THE SITE 1. Content that encourages further action 2. Content that leads into your Cornerstone content
  20. 20. @rhyswynne - @winwaruk REFERRED TO THROUGHOUT THE SITE
  21. 21. @rhyswynne - @winwaruk REFERRED TO THROUGHOUT THE SITE
  22. 22. @rhyswynne - @winwaruk REFERRED TO THROUGHOUT THE SITE https://www.google.com/webmasters/
  23. 23. @rhyswynne - @winwaruk REFERRED TO THROUGHOUT THE SITE
  24. 24. @rhyswynne - @winwaruk REFERRED TO THROUGHOUT THE SITE
  25. 25. @rhyswynne - @winwaruk REFERRED TO THROUGHOUT THE SITE
  26. 26. @rhyswynne - @winwaruk RESULTS • 16,000 visitors to the site • 17 Email Subscribers • £250 in affiliate income
  27. 27. @rhyswynne - @winwaruk THANK YOU! https://winwar.co.uk/ https://twitter.com/rhyswynne/ https://twitter.com/winwaruk/

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