This document provides guidance on crafting search engine optimized content. It discusses targeting specific search engine result pages like direct answer boxes. It recommends determining relevant keywords and structures. The document outlines best practices for on-page optimization elements like titles, headings, metadata, links, images and videos. It stresses the importance of providing sufficient relevant content and avoiding tricks. The document also discusses content marketing concepts like identifying goals, selecting topics, and measuring results. It explains how SEO and social media influence each other to help content be found online.
SEO copywriting and unique content - presentation on SEO conference 2015 from Eduard Dimitrov - http://3dwebdesign.org
Author: 3D Web Design: Bulgaria, Sofia, Panayot Volov Street 25, Phone: +359898615736
This is a presentation by Jeff Crawford from Zo Digital Japan presented to JMEC (Japan Market Entry Class) on March 28th, 2019. In his talk, Jeff talks about the top ranking factors that search engines use, as well as common mistake to avoid in Japan. Jeff also discusses how to do online marketing for Japan Market Entry.
Tokyo Digital Marketers meetup by Aja Frost from HubspotZo Digital Japan
This is a presentation given by Aja Frost from Hubspot at the Tokyo Digital Marketers event on July 30th, 2019. The topic is "How We Grew HubSpot's Monthly Organic Blog Traffic by 4.4 Million in 1 Year".
Resume Advice That Works - Get in and get noticed!Gail Houston
Gail Houston co-leads the Career Transition Workshops in the DFW area where they have trained over 14,000 applicants how to find work. She put together this presentation to share with both internal employee and external applicants that want to change roles. Follow her on Twitter @ghouston or connect with her on LinkedIn - gail_houston@intuit.com
Copywrite Matters SEO Copywriting Seminar March 2012Belinda Weaver
This is part two of a seminar showing small business owners how they can share their knowledge using content marketing to pull customers to them (rather than simply pushing marketing message out).
This half showed them how to incorporate SEO copywriting into the process of creating online marketing.
Are you frustrated that your site isn’t driving more traffic? Do you feel overwhelmed by Google’s latest changes and wonder what you should do?
Find out:
How to use SEMRush’s site audit tool to uncover opportunities
What Google (and your site visitors) are looking for - and how you can give them what they want
Why making the right site changes can have such a big impact
SEO copywriting and unique content - presentation on SEO conference 2015 from Eduard Dimitrov - http://3dwebdesign.org
Author: 3D Web Design: Bulgaria, Sofia, Panayot Volov Street 25, Phone: +359898615736
This is a presentation by Jeff Crawford from Zo Digital Japan presented to JMEC (Japan Market Entry Class) on March 28th, 2019. In his talk, Jeff talks about the top ranking factors that search engines use, as well as common mistake to avoid in Japan. Jeff also discusses how to do online marketing for Japan Market Entry.
Tokyo Digital Marketers meetup by Aja Frost from HubspotZo Digital Japan
This is a presentation given by Aja Frost from Hubspot at the Tokyo Digital Marketers event on July 30th, 2019. The topic is "How We Grew HubSpot's Monthly Organic Blog Traffic by 4.4 Million in 1 Year".
Resume Advice That Works - Get in and get noticed!Gail Houston
Gail Houston co-leads the Career Transition Workshops in the DFW area where they have trained over 14,000 applicants how to find work. She put together this presentation to share with both internal employee and external applicants that want to change roles. Follow her on Twitter @ghouston or connect with her on LinkedIn - gail_houston@intuit.com
Copywrite Matters SEO Copywriting Seminar March 2012Belinda Weaver
This is part two of a seminar showing small business owners how they can share their knowledge using content marketing to pull customers to them (rather than simply pushing marketing message out).
This half showed them how to incorporate SEO copywriting into the process of creating online marketing.
Are you frustrated that your site isn’t driving more traffic? Do you feel overwhelmed by Google’s latest changes and wonder what you should do?
Find out:
How to use SEMRush’s site audit tool to uncover opportunities
What Google (and your site visitors) are looking for - and how you can give them what they want
Why making the right site changes can have such a big impact
SEO For Business Owners in Japan - Tokyo Digital Marketers EventZo Digital Japan
In the presentation I gave on 11/30/2018, I talk about the basics of SEO. I also finish with the top 10 mistakes that businesses make with SEO in Japan. Brought to you by Zo Digital Japan.
On-page optimization is the pillar of Search Engine Optimization. As the Search Engines are getting smarter and more intelligent, the process of achieving a good search ranking is getting more complex. There are many factors that contribute to showing up well in search engine rankings, one of the most important of them is the on-page optimization.
Here I’ll tell you the latest On-page optimization rules in 2016 that you should follow in your website.
Studio 2055: Bring My Brand to Life, Dr. Frankenstein!Nanette Newbry
BRANDit Live! is a series of webinars hosted by Studio 2055 that includes lively discussions with our special guests who bring insight and knowledge to the subject of brand.
This presentation cover all the topic related to SEO2019, Google updates 2019, BERT, website hosting, website domain, black hat seo, white hat seo 2019,google analytics, google webmaster,bounce rate, sandbox effect,inbound link, outbound link, link farming, do follow link, no follow link
Seo Terminology - On Page - Off Page SEO Concepts - Digital Marketing Courses Atul Sharma
Learn about SEO on page & off page activities, clear your all doubts about seo. Become SEO experts
Join India's 1st Practical Digital Marketing Courses with 100% Practical Assistance at affordable fees. Get all details about digital marketing course syllabus, course duration, fees, Job sectors etc. Digital Marketing is in boom in India, all business turning from off line to online.
Get some basic SEO tips that will help your content rank better and communicate with more clarity to consumers. Improve your writing and content marketing with these simple SEO tips for your content.
BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEOOban International
Internationalisation: The Good, the Bad and the Ugly. Emily Mace, Head of SEO at Oban Digital, discusses three examples of brands which have expanded into new markets with varying degrees of success and practical illustrations of why they have failed and succeeded.
Optimising pages and writing good copy is an essential part of the SEO process with client sites. However, there can be a bit more to content than a few well-written headings and paragraphs. Here I delve a little deeper..
This PPT elucidates the importance of content in the Web 2.0 era, what it takes to become a content writer and if training is necessary to become a successful content professional.
Beyond SEO: copywriting for professionalsJoost de Valk
SEO has gone from a technical trade to being more marketing focussed. Joost & Marieke will talk about how to gain great rankings & satisfied visitors by writing quality content. Focussing on SEO copywriting has a major pitfall. We give examples and tips on how to write a post that is both readable as well as SEO-friendly.
This presentation will explain the different types of freelance writing responsibilities such as keyword density, SEO content, Ezine and WordPress articles.
SEO Code-Breaking: How Smarter Content Leads to Better Search RankingsChris Prendergast
Presented February 27, 2020 at the Trendigital Summit in Sioux Falls, SD.
Content is the most important part of your website, but is often the last priority. This approach can lead to low search rankings and, even worse, poor user experiences.
In this presentation, Chris Prendergast shares actionable tips for determining what topics to include on your site, how to write SEO-friendly content around those topics, and how to uncover the biggest search ranking opportunities.
SEO For Business Owners in Japan - Tokyo Digital Marketers EventZo Digital Japan
In the presentation I gave on 11/30/2018, I talk about the basics of SEO. I also finish with the top 10 mistakes that businesses make with SEO in Japan. Brought to you by Zo Digital Japan.
On-page optimization is the pillar of Search Engine Optimization. As the Search Engines are getting smarter and more intelligent, the process of achieving a good search ranking is getting more complex. There are many factors that contribute to showing up well in search engine rankings, one of the most important of them is the on-page optimization.
Here I’ll tell you the latest On-page optimization rules in 2016 that you should follow in your website.
Studio 2055: Bring My Brand to Life, Dr. Frankenstein!Nanette Newbry
BRANDit Live! is a series of webinars hosted by Studio 2055 that includes lively discussions with our special guests who bring insight and knowledge to the subject of brand.
This presentation cover all the topic related to SEO2019, Google updates 2019, BERT, website hosting, website domain, black hat seo, white hat seo 2019,google analytics, google webmaster,bounce rate, sandbox effect,inbound link, outbound link, link farming, do follow link, no follow link
Seo Terminology - On Page - Off Page SEO Concepts - Digital Marketing Courses Atul Sharma
Learn about SEO on page & off page activities, clear your all doubts about seo. Become SEO experts
Join India's 1st Practical Digital Marketing Courses with 100% Practical Assistance at affordable fees. Get all details about digital marketing course syllabus, course duration, fees, Job sectors etc. Digital Marketing is in boom in India, all business turning from off line to online.
Get some basic SEO tips that will help your content rank better and communicate with more clarity to consumers. Improve your writing and content marketing with these simple SEO tips for your content.
BrightonSEO Keynote: The Good, The Bad and The Ugly of International SEOOban International
Internationalisation: The Good, the Bad and the Ugly. Emily Mace, Head of SEO at Oban Digital, discusses three examples of brands which have expanded into new markets with varying degrees of success and practical illustrations of why they have failed and succeeded.
Optimising pages and writing good copy is an essential part of the SEO process with client sites. However, there can be a bit more to content than a few well-written headings and paragraphs. Here I delve a little deeper..
This PPT elucidates the importance of content in the Web 2.0 era, what it takes to become a content writer and if training is necessary to become a successful content professional.
Beyond SEO: copywriting for professionalsJoost de Valk
SEO has gone from a technical trade to being more marketing focussed. Joost & Marieke will talk about how to gain great rankings & satisfied visitors by writing quality content. Focussing on SEO copywriting has a major pitfall. We give examples and tips on how to write a post that is both readable as well as SEO-friendly.
This presentation will explain the different types of freelance writing responsibilities such as keyword density, SEO content, Ezine and WordPress articles.
SEO Code-Breaking: How Smarter Content Leads to Better Search RankingsChris Prendergast
Presented February 27, 2020 at the Trendigital Summit in Sioux Falls, SD.
Content is the most important part of your website, but is often the last priority. This approach can lead to low search rankings and, even worse, poor user experiences.
In this presentation, Chris Prendergast shares actionable tips for determining what topics to include on your site, how to write SEO-friendly content around those topics, and how to uncover the biggest search ranking opportunities.
Looking to rank higher in Google, Bing and Yahoo? Want to drive more traffic to your website? Interested in more online visibility and sales? Use these SEO tips to do it all -- we even share the 3 keys to successful SEO in 2016.
How to plan for a successful SEO campaign
How to handle site indexing, content and code issues
Safe and effective link building techniques with competitors analysis
How to measure & audit your SEO performance
With AI taking the content marketing world by storm, many are wondering about the big questions: can you use AI to create high-ranking, effective content? And what’s the right way to do it?
Check out this webinar and hear the key concepts behind successful AI usage, along with real-life case studies from marketers using AI for their SEO and content.
You’ll learn:
- How to combine SEO data with AI technology
- Examples of unconventional uses of AI for content
- Case studies of how AI has enhanced SEO and content strategies
With Margarita Loktionova, Content Marketing Lead at Semrush, and Andy Crestodina, founder of Orbit Media, we’ll dive into the practical ways you can leverage AI tools for more efficient and effective campaigns that rank higher.
Denver ISS Digital Marketing PresentationMary Merritt
This is a simple slide show that I put together for a Digital Marketing presentation that was held at the PPA Convention Center in Denver, Colorado on Saturday, November 3rd 2012. The conference was called Denver Investor Success Summit!
Key concepts for content creation for web visibility and client conversion. Write for customers, edit for search engines. One concept with accompanying details written for clarity and discoverability.
#contentcreation
#semanticsearch
#seo
In this article, a digital marketing institute in GTB Nagar defines what constitutes quality content for modern SEO and demonstrates. Watch this ppt to know more.
A presentation on what you need to know about SEO in today's Google environment and how to structure and create content that drives visitors to your website.
The importance of SEO in Internet MarketingConversacja
Basic SEO training course prepared for Stjerneskibet coworking space (Odense, Denmark).
Schedule:
SEO BASICS
Specific knowledge points include:
Learning how Google works
What search engines are looking for
Building a monthly SEO action plan
KEYPHRASE RESEARCH
Specific knowledge points include:
Understanding the importance of keyphrase research
Learning the keyphrase research tools
How to develop a per-page keyphrase strategy
CONTENT DEVELOPMENT TRAINING
Specific knowledge points include:
Specific SEO writing best practices
Important places to include your main keywords
How to edit existing text for keyphrases
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO TutorialDeep Mehta
This is a complete training module on SEO. Learn about SEO from the basics to advanced stages using this presentation. This SEO training course will help you to keep up to speed with the most widely used digital marketing technique - Search Engine Optimization. This SEO course is published online for beginners as well as experts.
SEO - the future is content. Again. Workshop & Exercise. Traverse 15.Adrian Land
Adrian Land's presentation for Traverse 15. This is the presentation and workshop exercise talking about SEO, content, recent changes, what it means in reality and how to use this in your content production.
How Big Publishers Prep for Tentpole EventsCarolyn Shelby
Tentpole events are scheduled, recurring events that generate a great deal of search interest. Here are ways big media publishers identify tentpole events and plan an SEO strategy supported by editorial/content as well as technology and other properties within the publishers "family".
The speed of your website can make or break your rankings and traffic. Here are tips on things you can do to test the speed of your site, slim down the technical baggage, and increase your overall performance to improve SEO.
The Relationship Between Content Marketing & SEOCarolyn Shelby
A look at how Tribune Content Agency uses SEO to make content marketing/branded content better, more sellable, and to show the client positive ROI. Presented at PubCon Vegas 2014.
Using Social Media + SEO to Grow and Position Your BrandCarolyn Shelby
Deck from my PubCon session on "Social Media Signals that Influence Search". In this presentation, we discuss how you can tailor your messaging and posts to maximize the value of the signals being sent from social media to the search engines. Covers keyword research, branding, best practices for Twitter, Facebook, Pinterest, and Google+
This deck was presented at the Ragan Communications PR Writers Summit in Chicago, IL on 10/3/2013. It covers best practices for optimizing and distributing press releases in light of the recent Google guidance and algorithm tweaks, and discusses the value of branded content/native advertising and the differences between branded content and advertorials.
Covers reasons why it's important that your social media messages are using some SEO techniques. We look at the value of Google+ and strategies for using it effectively, the value of Facebook shares/likes, and how Pinterest strategy differs from the others.
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. In clear, nontechnical language, this SEO overview will help you understand:
- What the search engines are looking for.
- How the principle of building your site for your customers will also please the search engines.
- The latest optimization trends.
- Best practices that will make an immediate impact on your Internet presence and website profitability.
About the speaker:
Carolyn Shelby is the Director of SEO for the Tribune Company and 435Digital, the interactive agency division of Tribune. She is an international speaker, a search engine optimization professional, and an experienced webmaster who specializes in rebuilding under-performing websites, while preserving existing links and search engine rankings.
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
https://www.sociocosmos.com/product-category/pinterest/
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
“To be integrated is to feel secure, to feel connected.” The views and experi...
SEO: Crafting Rankable Content
1. SEO
C R A F T I N G
R A N K A B L E
C O N T E N T
BY C A R O LY N S H E L BY
2. “WHO AM I?”
Carolyn Shelby - Presenter
Director, SEO at tronc, Inc.
I am a search engine
optimization professional and
webmaster with 22+ years of
experience building and
ranking websites.
Technical SEO
Organic SEO
Forensic Audits
Holistic Optimization
Rebuilding websites
Speaking & Training
3.
4. WHAT MAKES
THE ENGINES
PURRRRRRRR
Content/websites that are
the most relevant to the
user query.
What is “relevant”?
The content on the pages
Performance of the site
(Does it work? Is it fast? )
Authority/popularity of the
site
Good user experience
5. WHAT THE
ENGINES
DO NOT WANT
Above all, the
engines do not want
sites that use
“tactics” and tricks to
snake their way to
the top of the SERPs.
If you have to resort
to trickery, you’re
probably lacking
substance or utility.
6. KNOW YOUR SERP TARGET
•Multiple types of Search Results
•Not all search results show for all queries
•Not all indices are right for your message
•Keep the query in mind when crafting your
message
7. • Use SEO tools to determine which keyword phrase you want to target
(either based on search volume or value to your business in terms of
conversions)
• Determine how you want to compete (Direct Answer box? Top result?
Video result? Image result?)
• Plan strategy accordingly…
8. This is a direct answer box… in mobile,
this is really the *only* result people will look
at.
9.
10. H O W TO B E T H E
D I R E C T A N S W E R
Title/headline closely
matches the query. (Clearly
indicates it will answer the
question!)
Question is repeated in the
content.
Answer to the query is in
the first 20-25 words.
If your image is not easy
for Google to grab, they
might use someone else’s
image!
12. COMMUNICATING RELEVANCY
• Write for the robots as well as the people
• You are unlikely to rank for words that are not on the page
• Structure the message (in the code) so the machines can also
understand weight and relevancy
• Quantity of Copy (not too much, not too little)
• Underlying Code (HTML)**
• Provide “supporting” media (images, PDFs, video, etc.)
– This also makes your stuff more shareable!
13. WHERE CAN WE OPTIMIZE?
• In almost all forms of content, we can optimize
– Meta Data
– Content Title/Headline
– Content Quantity and Quality (Lede, Focus Keywords)
– Media (PDFs, Images, Videos)
– Links (to a lesser extent) – Less/not important to internal
search
14. ANATOMY OF A SERP LISTING
Description
Title Tag
The URL
15. <TITLE>THE TITLE TAG</TITLE>
• Every page *must* have a unique title
• Build the title around target term for that page
• This will be a 2-4 word keyword phrase
• “Green Building Home Retrofitting" or “Chicago Cubs
Rooftop Tickets”
• Note… all keywords in descending order of importance, BUT
they still read nicely.
• Keep it short, attractive and enticing.
16. <TITLE>IF TITLE = HEADLINE</TITLE>
• Every page still *must* have a unique title tag
• The title usually matches the headline (H1), so
• Write Good Headlines (see H1 guidance)
• Keep it short, attractive and enticing.
• Front Load the Keywords (when possible)
• Be Concise, But Unambiguous.
17. So… this is good for print….
University Settles Dispute with City
Better for online
Purdue Settles Dispute with West Lafayette
Most Clear, No Ambiguity
Purdue Univ Settles Excise Enforcement Dispute with
Govt
18. THE META DESCRIPTION
• Every page of the site must have a unique meta
description
• Include details that are not presented in the <title>
• Use proper English. It shouldn’t read like a bunch of
keywords randomly slung together.
• Accurately represent the content of the page.
• If a press release, assume lede will be used for this
purpose. Write lede accordingly.
19. META KEYWORDS
• The Search Engines don’t really bother with this tag much.
– Some internal search engines DO read meta keywords!
• If you DO have this field and use it, make sure it is
– filled in correctly (keywords are for the specific content on that specific page, not
general for the website)
– the fields are formatted correctly (keyword,keyword,keyword)
• If it’s not right, just get rid of it or skip it. Better not there than
wrong.
20. ON-PAGE: CONTENT TITLE/HEADLINE
• This is (and should be) the <h1> on the page (in
the code)
–In most blogs, the “title” on the page is the <h1> and is
also used to create the meta title.
• There should be only one <h1> per page
–How can you have more than one MOST important
thing on the page? Wouldn’t that be confusing?
• MAKE SURE the <h1> contains your target keywords.
Pithy and/or clever w/o keywords will not help your cause.
21. TIPS FOR GREAT TITLES/HEADLINES
• Limit use of filler/helper words – Write Tight!
• Don’t bury the lede – Important things are always
first
• Remember there is NO surrounding context,
so don’t leave anything to the imagination.
22. CONTENT IS
EXAMINED IN A
VACUUM
We MUST provide
context to ensure
that the search
engines know
EXACTLY what
we’re writing
about.
23. HEADLINES/TITLES
The President will be visiting us next week!
President to visit next week
Acme Corp welcomes President Johnson June 2nd
President Johnson to visit Acme Corp June 2nd
24. HEADLINES/TITLES
Trump to visit Saudis on first overseas trip
Trump declines to wear hijab
Acme Corp welcomes Obama June 2nd
Oprah to visit Acme Corp June 2nd
25. HEADLINES/TITLES
Trump to visit Saudis on first overseas trip
Trump declines to wear hijab
Acme Corp welcomes Obama June 2nd
Oprah to visit Acme Corp June 2nd
*President* Obama is
assumed
No need to clarify. There is only one Oprah!
26. CONTENT QUANTITY AND QUALITY
• Have sufficient copy to help the engines understand the context
and relevancy of the content.
• BARE Minimum 300-500 words
• Make sure you use the words you’re trying to rank for
• Actually say the name of your product
• Don’t rely on images to communicate branding
or anything else
• DO NOT link gratuitously or excessively.
27. REAL QUICK: GOOD VS BAD OUTLINKS
• Ask yourself these questions…
–Why are you including this link?
–Does the link expand or enhance the
reader’s understanding of the
topic/words linked?
–How many other links do you have on
this page that go to the same
destination page?
31. IMAGES
• Always define the “alt=“ attribute for images.
• This is a valuable opportunity to add some clarity (and more
keywords) to your content.
• It’s an ADA and Section 508 compliance requirement.
• Use CSS to display images when possible. It keeps your load
times low.
• Remember, images are pretty, but they’re only useful
for communicating information to sighted humans.
TELL THE ENGINES WHAT IS IN THE IMAGE.
34. PDFS
• In the PDF creation process (using Acrobat, not Reader) make
sure you fill in all of the “optional” author and meta data. The
engines can see that stuff.
• Make sure you’re creating the text portions AS TEXT, not as a
giant image.
• You may want to provide any supporting media in separate
(larger) files, as supplements.
– Especially if supporting media is an infographic or photos that
might need to be sized for print.
35. VIDEO
• There are an increasing number of ways video can be optimized
for search.
• Add transcripts
• Add tags
• Add descriptions.
• ALWAYS add content AROUND the
video ON the page itself.
• Videos add an extra opportunity for appearing in the SERPs
thanks to the new universal results.
36. FINAL NOTE ON CREATING CONTENT
• Make them easy on the eye.
– Use subheaders/section titles.
– Break things into digestible chunks.
– Use images that are relevant (and not stock)
• “Front load” important things (esp. keywords)
• Use the words for which you want to be found
37.
38. PROTIP:
IF YOU’RE USING
WORDPRESS…
Self-Host.
Use Yoast’s “WordPress
SEO” plugin.
(Get the “Local” add-on if
you have physical locations)
Turn comments off.
Go Secure (Https)
Lockdown Everything
(Wordfence)
Use the AMP plugin
40. THE CONTENT MARKETING CYCLE
Identify Goals
and Benchmark
Select Topics
and Targets
Write Amazing
Content
Distribute and
Promote
Run Reports to
Show ROI
41. IDENTIFY GOALS AND BENCHMARK
• What are we trying to accomplish?
• Who are we trying to reach?
• What do we want to happen?
42. IDENTIFY GOALS AND BENCHMARK
• Pull current rankings (with KWPs)
• Check the number of pages indexed.
• Get access to GA, make sure you can see YoY data.
43. CHECK
CURRENT
RANKINGS
Lots of tools available.
Can’t do this in Google
Analytics.
Google Search Console
info is sometimes off.
This isn’t 100% accurate
either, so use it for
directional guidance, not
as #truefacts
44. SELECT TOPICS AND TARGETS
• Identify likely or desired consumer types
(personas)
• Determine topics based on personas.
• Determine best keywords based on
KW research + persona preferences.
• Select/time topics based on the above.
45.
46. DISTRIBUTE AND PROMOTE
• Determine the best places and times to place and
promote that content.
• Answer questions like:
–What publications have users that match your
target demographic and when would they most
likely be interested in your content?
47. DUPLICATE
CONTENT WARNING
It isn’t really a “penalty”
Streamlining the index keeps
processes fast, and Google <3’s
speed.
DO NOT USE THE SAME PIECE
EVERYWHERE.
Obviously, if the same article gets
picked up by 100 outlets, you
can’t help that…
Try to tailor your message (at
least 25-30%) to each specific
audience.
48. RUN REPORTS AND SHOW ROI
• YOY metrics (or campaign duration over previous time period)
– Traffic overall (referrers, social, etc)
– Traffic to specific content pages
• Increases in total number of pages ranked
• Increases in total number of pages indexed
• Improvements in existing rankings (if applicable)
49. SEO AND
SOCIAL MEDIAH O W O N E I N F L U E N C E S T H E O T H E R A N D
W H Y T H E Y N E E D E A C H O T H E R
50. PROMOTING CONTENT
DO NOT originate
content outside of
your own website (or
client’s site).
Always drive
the traffic TO
the site.
51. CONSIDER THIS
• Search is a part of all social media platforms.
–Name one that does not have the ability to search through it
for something…
• Social platforms send signals to the search engines that
are used to help rank content in “regular search”
• The goal of any online campaign is to be “seen”, and the
first step toward being “seen” is being “found”
52. AND THEN THERE’S…
• Ultimately, you don’t own the real estate you’re
developing on Facebook, Twitter, Pinterest, etc.
• If it isn’t YOUR domain… it’s not your property.
• Would you spend $20k to renovate the kitchen in a rental?
• Don’t invest money in things you don’t *own*
–If anything happens, you can’t reclaim that lost
search authority.
53. SO WHY WORRY ABOUT SEARCH?
• If your goal is to just “be friends” with the people who
already know about your business and are already
customers, then don’t worry about it.
• If you want to expand your user base/clientele and
get in front of people who are not already aware of
your brand, then you need to think about search.
54. FACEBOOK
• Not only is Facebook a valuable source for search
ranking signals (shares, likes), but it also has it’s own
internal search (OpenGraph).
• Make sure the words you use in your FB interactions
HAVE YOUR KEYWORDS in them. Somewhere.
57. THE 5 MUSTS
1.Thou shalt provide value.
2.Thou shalt provide context.
Do not assume the reader already knows what you sell/do.
3.Thou shalt USE the words for which you would like to rank.
4.Thou shalt direct traffic TO thine own website.
5.Thou shalt be diligent and consistent.
59. • Write something newsworthy
AND unique.
• Contact the appropriate news
desk at newspapers you’d
like coverage in to find out
how they prefer to receive
press releases.
• Send press release
(fax/mail/in person)
PRESS RELEASES: SUPER OLD SCHOOL
60. THE OLD ONLINE WAY
–Write anything. Literally anything.
–Use a LOT of keywords. All over.
–Insert lots of links back to
client’s website with a variety of
keywords for the anchor text.
–Distribute EVERYWHERE.
61. PRESS RELEASES: THE NEW NORM
• Write something newsworthy and unique.
• Include keywords that are relevant to the story
and your client, but don’t stretch or stuff.
(The best keywords occur naturally)
• Include one URL reference (and also spell it out)
• Include supporting media (graphs, original
photos, charts, video)
• Contact the appropriate news desk/writer/editor at
the news outlets you’d like to cover your story and
ask them how they prefer to receive news
ideas/press releases.
62. IS IT “REAL” OR IS IT MEMOREX?
• Determine the value of your story (is it likely to get
“real” coverage in a “real” news outlet, or is it going to
be filler content?)
– If “real” coverage is likely, offer an exclusive, and DO NOT
release to anyone else until it has run there first. (Including
your own site)
– If probably filler content, publish on YOUR website first.
Make sure it’s indexed. THEN release. But NEVER to free
distribution services.
63. WHY THE CHANGES?
• Spammy/spamming press release distribution services
ruined press releases for everyone.
• Using newswires as backlink builders contributed to
the devaluation of keyword anchor text.
• The new unnatural link profile penalties can EASILY be
triggered by a widely distributed press release with
optimized/keyword anchor text.
65. A “GOOD” UPDATE: PIGEON
• Modified the ranking algorithm for local listings to
more closely resemble the traditional organic rankings.
• Appearance of the local pack has dropped 68%
• Google+ Business Page no longer the only focus for local. We’re
back to about 2 years ago.
• What does this mean? Strong content pieces that cite a
business will help that business perform better in local
search.
5/23/2017
66. THE MORAL OF THE STORY
• Do not write crappy content and expect it to help anything.
It won’t – and now it could hurt you.
• Do not pepper your press releases with links like a dirty
spammer. Link when beneficial and useful to the reader.
Backlinks can be DANGEROUS now. Know what you’re doing,
or just avoid the issue. If you screw up, you could damage/ruin
your website.
• Be judicious about your methods of distribution.
If you have a quality/compelling story, treat it like it has value and
don’t just give it away to low value scrapers.