SlideShare a Scribd company logo
www.kairaymedia.com
Quality > Quantity
www.kairaymedia.com
Before: More Content = More Success
• Traffic, Links, Rankings, Signals
• Just good enough standard
Quality > Quantity
www.kairaymedia.com
Now: Focus Shift Towards Real Quality (Too much content)
• Google Panda was released in February 2011 (currently on V4). The change
aimed to lower the rank of "low-quality sites" or "thin sites”.
Quality > Quantity
www.kairaymedia.com
Now: Focus Shift Towards Real Quality (Too much content)
• Facebook Timeline Changes
• Announces effort to show higher quality content - Aug 2013
• Determined by survey and signals
• Introduces ‘story bumping’ – Aug 2013
• ‘we’re updating bumping to highlight stories with new comments.’ –
Dec 2013
• Reduce Meme and 3rd
Party Images – Dec 2013
• Reduce (penalize) Like-baiting content – Apr 2014
• Reduce automatic third-party shares and updates – May 2014
Quality > Quantity
www.kairaymedia.com
Future: Quality is Relative to You
• Mobile Friendly
• Loads Fast
• Social signals
• Author Rank
• Engagement!
What is Quality?
www.kairaymedia.com
• Resourceful, Helpful, Interesting
• Infographics, How-To Guides, Long Form Content
What is Quality?
www.kairaymedia.com
• Quality is in the eye of the reader
• Quality varies from person to person
• Quality is defined by your goals
• Exceptions to the rule, don’t negate the rules
What Determines Quality?
www.kairaymedia.com
• Social Signals
• Source / Author
• Author Rank
• Engagement
Always been in our minds…
Now coded
How to Create Quality Content
www.kairaymedia.com
• Coming Up With Ideas
• Determine What Works (Research)
• Find the Balance
• Be the Resource!
• Expand Your Concept
• Format
• Remove the Roadblocks
Coming Up With Ideas
www.kairaymedia.com
• What Sells? Profitable?
• Then look to related popular topics
• Keyword Research
• Tools, Adwords, etc
• Tags
• Twitter, Facebook, Google+, Blogs,
etc…
• Search Engines
• Best, Greatest, Top 10 (15,20,25,etc)
• Social Sites
• Reddit, Care2, Google+
• Include Everyone!
Determine What Works
www.kairaymedia.com
• Social Signals
• Enagagement
• Facebook, Google+,
Twitter
• Comments
• Facebook, Google+, Site
Content
Determine What Works
www.kairaymedia.com
• Inbound Links
• Especially if you want natural
links
• Webmaster Tools (Bing &
Google)
• Moz, Technorati, etc
• Google search URL or Title
• Continue Testing
• Review comments, signals,
and analytics
• Try new things
Find the Balance
www.kairaymedia.com
• Not Unrelated, Not Too Commercial
Be A Resource!
www.kairaymedia.com
• Solve a problem, question, or curiosity
• Support forums
• Customer reviews
• Obvious gaps in industry
Be A Resource!
www.kairaymedia.com
• Buy process importance
• 81% of US respondents indicated posts
from their friends directly influenced
their purchase decision ~ Forbes
Be A Resource!
www.kairaymedia.com
Evolving Buy Cycle
• Buyers are 66% to 90% done with buying process before visiting
vendor ~ Forrester
“Buyers of business products and services are online, in social channels, on
YouTube, going to events, and evaluating options on their iPads and
smartphones.”
Be A Resource!
www.kairaymedia.com
Evolving Buy Cycle
The buyer’s journey looks a lot more like this than the linear models (e.g., the
funnel) that we usually use as a graphical representation.
Expand Your Concept
www.kairaymedia.com
It Can Always Be Better!
•More to the story?
•Happened before?
•Does it relate to current events?
•Unanswered questions?
•Quick Search and Social lookup
•Add quotes and references
•Link out to related information
Be at least a little better than the competition.
Format
www.kairaymedia.com
• Provide Quotable, Shareable, Linkable
Text Excerpts
Format
www.kairaymedia.com
• Break Paragraphs for Easy Skimming
• One idea per paragraph
Format
www.kairaymedia.com
• Use bulleted lists
Format
www.kairaymedia.com
• Use Images to:
• Summarize Concepts
• Break Up Content
• Provide Something to Share
in Social
Format
www.kairaymedia.com
• Check Mobile View
• Can they read it?
• Can they share it?
• mobiletest.me
• Check Load Speed
• developers.google.com/spee
d/pagespeed/insights/
Remove the Roadblocks
www.kairaymedia.com
• Avoid (When Possible)
• Anything Audible
Remove the Roadblocks
www.kairaymedia.com
• Avoid (When Possible)
• Commercial Elements
• Shopping Cart Buttons
• Navigational / Categories
• Large Contact Numbers
• Referral based?
Remove the Roadblocks
www.kairaymedia.com
• Pop-ups
• Signups, Follow Us, Advertisements
• Know your audience
Remove the Roadblocks
www.kairaymedia.com
• Outdated Features
• Calendar, Tag Cloud, Counters,
Old Social Buttons
• Distractions from Content
• Ads in content
TL;DR
www.kairaymedia.com
• Understand the evolution of content
• Not a checklist anymore
• What is Quality and How is it
Determined
• Know the Authority signals
• Content Creation
• Coming up with ideas
• What works
• Be a resource!
• Format
• Remove the Roadblocks
Connect With Me…
Facebook.com/kairaymedia
Facebook.com/brentcsutoras
+kairaymedia
+brentcsutoras
@kairaymedia
@brentcsutoras
www.kairaymedia.com
www.kairaymedia.com

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