Quality Content and How to Create It - Figaro Digital 2015
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SEO is no longer about building links but about building great content. Chris Woolford, our Client Services Director, explained what makes “great content”; how it gets results and how to create it yourself at a recent Figaro Digital Content Seminar.
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Quality Content and How to Create It - Figaro Digital 2015
- 1. © Search Laboratory Ltd 2015. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 Quality Content and How to Create it @ChrisWoolford @searchlabs
- 2. Some of the clients we work with
- 3. Agenda What is quality content? Quality content in action What is ‘great content’? How to create it? Summary
- 4. Quality Content Define ‘quality’ – It makes our campaign a success Define success – Views – Likes / Shares – Conversions – Links – Sentiment
- 5. Case study: Tiger Log Cabins
- 6. Case study: Tiger Log Cabins
- 7. Visuals
- 8. Coverage
- 9. Process Concept Build Launch Outreach – Tech / geek sites act as ‘catalyst sites’ – natural links – Over 400 natural inbound diverse links HIGH AUTHORITY & SHARING Mashable (DA 96) 5.7m CNET (DA 98) 3m Comic Book (DA 77) 2.5m Bored Panda (DA 81) 2.2m Nerdist (DA 80) 1.5m
- 10. Visitors Initially, site had negligible traffic From all sources Big spike in referral
- 11. Traffic Breakdown Sustained Search traffic
- 12. Visibility
- 14. Value to the Business
- 15. Traffic Breakdown Sustained Search traffic
- 16. If links is the aim … unshackle your thinking
- 18. Matt Cutts:
- 19. Great Content
- 20. Google Patent – July 2014 Score relative to purpose Adverts on page may devalue, dependent on purpose. Dwell time Low quality signals Trust Site information Site maintenance
- 21. Great Content
- 22. Define Purpose Awareness Likes/shares Conversions Links … and then measure
- 23. How do we go about it? Idea Plan and Research Creation Launch Promote
- 24. Idea (purpose = links / awareness) Thomas Mansfield – employment law solicitors Student discrimination survey
- 25. Plan and research Interviews with students ‘Worst questions ever asked in job interviews’ Interviewed HR professionals – credibility Thomas Mansfield offered advice for students
- 26. Creation Research highlighted a common issue BuzzFeed style - Rich visual content Linkable asset on site
- 27. Creation Research highlighted a common issue BuzzFeed style - Rich visual content Linkable asset on site “Will you be going back to Jamaica to work?”
- 28. Creation Research highlighted a common issue BuzzFeed style - Rich visual content Linkable asset on site “Will you be going back to Jamaica to work?”“When was the last time you took drugs?”
- 29. Launch & Promote
- 30. Result Lots of mentions: 155 articles Lots of interaction: over 200 comments on the BT site Lots of links: 92 Traffic: YoY organic traffic up first time in 2 years Awareness: positioned Thomas Mansfield as experts in employment law Great content
- 31. Idea (purpose = links / awareness) Bettys Blogger Tea Party Food & lifestyle Secret location in Islington Promote ‘Delivery outside of Yorkshire’
- 32. Plan and research New product – Lady Bettys Afternoon Tea Invited 24 influencers Good DA, high social metrics
- 33. Creation Invite using premium product Social reaction: 29 Instagrams and tweets
- 34. Launch Venue setup Networking with bloggers Blogger challenges Live tweeting of event #BettysTeaParty
- 36. Result Lots of mentions/links: 21 linking articles, 3x YouTube videos Lots of shares: hashtag reached 136,491 Social: 92 Instagram posts, 325 comments, 12,766 likes Brand exposure to key audience Great content
- 37. Idea (purpose = viral links / exposure) Viking – Star Wars Post Its Highly topical Geek love Rich content on site Lots of interest
- 38. Plan and Research Agreement from client Created mosaic design sketches and sourced Post-Its Content catalysts would love Organic seeding element – Reddit Positioned as fan art which Viking “celebrated”
- 39. Creation
- 40. Creation
- 41. Creation
- 42. Launch Organically seeded on Reddit 3 initial articles then… …Mashable (catalyst) Hundreds of organic links
- 43. Promote Turn citations to link Promote globally
- 44. Result Lots of mentions: 219 articles Lots of shares: 75,000+ (one of top 10 most shared articles online in first 24 hours) Lots of links: 124 (av. DA 42) Brand exposure: 25m–100m Great content
- 45. Quality Content (my definition) Sits on your site – not an authority Is rich, valuable and sharable (rather than copy-able) Is well planned Involves influencers in its creation Has multiple angles; local, national, blogger, academic Answers a question or entertains
- 46. Summary Clarify aims Follow the process Measure the success
- 47. Aims If links is an aim … unshackle your thinking
- 48. Email: Tel: Web: www.searchlaboratory.com Twitter: @searchlabs Contact details Chris Woolford chris.woolford@searchlaboratory.com 0113 2121211
Editor's Notes
- My background in PR – 14 years – moved into SEO this year. Unshackled thinking!
- Define quality content | Take you through one of our most successful content examples | Answer what great content is in the eyes of the web | and using some different examples of where we’’ve seen great content work, try to help you create your own
- In order to create ‘quality content’ we need to define ‘quality’
- Launched week before Halloween last year – also same time that the new season of the Walking Dead launched.
- Launched week before Halloween last year – also same time that the new season of the Walking Dead launched.
- Zombie proof windows and doors, a garden where you could grow your own supplies, and a gym too keep you fit and ready for the oncoming apocalypse. High price point over 100k too make it “un-buyable”
- The reason I’m talking about this is: was it a success? Lets have a look what happened
- Zombie enthusiasts don’t convert | Search traffic converts (something I struggled with as a PR!)
- Important admission to make
- So Search Labs is a search agency so we want to know what Google think great content is: Matt Cutts from Google always talks about great content. Build great content and you’ll get great rankings. But he never says what great content is - People have even built memes on it! But no one says what it is?
- So what is Google’s definition? It doesn’t have one BUT it has filed a patent.
- Filed July last year – Google has algos that judge what great content is. It’s very dull so I’ve distilled it down… Score to purpose – e.g. if it’s a video site Google will expect to see certain things, if it’s a product Google will expect to see a different set of things e.g. Product page – certain things like description, pricing etc. Low quality signals – Repetitive or thin content, spelling errors, duplicate content Trust – links from link networks or ad farms Site info – are About us, contact, etc all up too date, optimised Site maintenance – any errors e.g. Crawl errors, 404, broken links This is great but it’s a tick list! It doesn’t actually define how we create quality content
- It’s trying to define what users think is great content. So ignore the tick list and think what makes great content for a user
- So too do that we need to define the purpose A lot of the work we do, the purpose is to drive natural inbound links Because they are so valuable
- I’ll run through some examples of this in action and highlight the things that made it work
- Up coming Star Wars film – popular subject matter
- Focus on rich content – there was a blog post on the Viking site which was huge – 20+ images, GIFs, making of sketches, video etc.
- Focus on rich content – there was a blog post on the Viking site which was huge – 20+ images, GIFs, making of sketches, video etc.
- Focus on rich content – there was a blog post on the Viking site which was huge – 20+ images, GIFs, making of sketches, video etc.
- Site – for SEO this is really important / there’s temptation too put it on a high authority site but don’t do that. Put it on yours and get people to come to it and read it. Shareable – find a strong angle, with rich content – something worth coming to your site for (give out bites but not the whole meal)
- Aim – know why you’re doing it Process – don’t short cut the planning process Measure – measure success so next time you can do it better – not everything goes ballistic!
- Final thought All fighting – brands, comms, PR Value of this is immense!!