Smx west-content-king-david-waterman

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Smx west-content-king-david-waterman

  1. 1. Content Isnt Just King,Its Also Queen & Aceby: David Waterman@SEOWaterman
  2. 2. Content CAN be king…Proprietary and Confidential 2
  3. 3. But it’s not always worthy of being king. Well I didn’t vote for you!Proprietary and Confidential 3
  4. 4. You need to have your court in order…Proprietary and Confidential 4
  5. 5. If you want to be successful in your quest…Proprietary and Confidential 5
  6. 6. And not be taunted by the French.Proprietary and Confidential 6
  7. 7. How NOT to Be Taunted by the FrenchProprietary and Confidential 7
  8. 8. You need to have a planProprietary and Confidential 8
  9. 9. Coming up with your plan…• Think Beyond the Blog!• Identify Your Content Concept• Give Your Content a Home• Call Out the Conversion Path• Optimize Proprietary and Confidential 9
  10. 10. Think Beyond the Blog!Proprietary and Confidential 10
  11. 11. Think Beyond the Blog!Dont say "Hey! Lets create a blog!". - Have a real content strategy.Ask Yourself…• What is the objective of creating content?• Who is the target audience?• How will the brand tie into this content?• King of the who? Proprietary and Confidential 11
  12. 12. Identify Your Content ConceptProprietary and Confidential 12
  13. 13. Identify Your Content ConceptDont write like the wind. - Have a clear direction.Ask Yourself…• What is the tone of this content?• What is the unique aspect of it?• Who will write this content?• What is my name? What is my quest? What is my favorite color? Proprietary and Confidential 13
  14. 14. Give Your Content a HomeProprietary and Confidential 14
  15. 15. Give Your Content a HomeDont just shove your content into your site. - Give it a real home.Ask Yourself…• Do we create a separate category for this new content?• What on-going tech resources are needed to support this content?• Is our website a silly place? Proprietary and Confidential 15
  16. 16. Call Out the Conversion PathProprietary and Confidential 16
  17. 17. Call Out the Conversion PathDont expect your content to convert on its own. - Create the conversion path.Ask Yourself…• How will a reader end up buying my product/services via this content?• Does the content actually prohibit conversions?• What is the airspeed velocity of an unladen swallow? Proprietary and Confidential 17
  18. 18. OptimizeProprietary and Confidential 18
  19. 19. OptimizeContent may be king, but the Title Tag is still a ranking factor.Ask Yourself…• Does my content have Meta Data?• Did I do any keyword research to match user intent?• Am I trying to cut down the mightiest tree in the forest with a herring? Proprietary and Confidential 19
  20. 20. In Conclusion…Proprietary and Confidential 20
  21. 21. Conclusion• Just because some watery tart gives you a sword doesn’t mean you’re content is king Proprietary and Confidential 21
  22. 22. Conclusion• Just because some watery tart gives you a sword doesn’t mean you’re content is king• The French will taunt you if your content plan sucks Proprietary and Confidential 22
  23. 23. Conclusion• Just because some watery tart gives you a sword doesn’t mean you’re content is king• The French will taunt you if your content plan sucks• Camelot is a silly place, so don’t put your content there Proprietary and Confidential 23
  24. 24. Conclusion• Just because some watery tart gives you a sword doesn’t mean you’re content is king• The French will taunt you if your content plan sucks• Camelot is a silly place, so don’t put your content there• If the Black Knight is blocking the conversion path in your content, just cut off his arms and legs Proprietary and Confidential 24
  25. 25. Conclusion• Just because some watery tart gives you a sword doesn’t mean you’re content is king• The French will taunt you if your content plan sucks• Camelot is a silly place, so don’t put your content there• If the Black Knight is block the conversion path in your content, just cut off his arms and legs• Content optimization has nothing to do with shrubberies, cutting down a tree with a herring or putting the keyword “Ni” in your Title tag. Proprietary and Confidential 25
  26. 26. The End@SEOWaterman

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