Winning at SEO & Content Marketing

1. Winning at SEO& Content Marketing

2. Define Content Marketing: using your content to match your Marketing Activities. SEO: Ensuring a web page is the MOST relevant it can be for both users and search engines for the content that it contains.

3. Content Optimisation

4. Content at scale is the MOST difficult challenge facing marketers.

5. WrongQuestions "How much content do I need?” "How many words should I write?”

6. Right Questions “Who is my audience?” “What do they want to read?”

7. Story Page Optimisation

8. Optimise Your Page Content For The Search Result Snippet

9. Title Tag

10. Description Tag

11. Headline Examples

12. Q4. How to write headlines for SEO? + Core phrase “Terror Raids” used at the start +  Headline length OK + Fully describes content #GOOD

13. Q4. How to write headlines for SEO? #BAD

14. 5 Facts Print vs. Digital Naming Content Making Content Relevant Knowing How to Search Successful Headline Formulas

15. #1 Good Print Headlines DO NOT Make Good Digital Headlines

16. Keyword “Bushfire”?

17. Print vs. Digital

18. TAKE AWAYS • Don’t use print content - brochures and product manuals aren’t web page content • Understand your online audience - identify what customers call your products/services • Make content accessible - obvious to visitors and easy to navigate

19. #2 Name Your Content What It Should Rank For

21. Why Is This Story Providing Tons Of Google Search Traffic?

22. Extremely Popular Search!

24. Summary • Name a page what it should rank for #SEO101 Rule • Use “Related” phrases as clarifiers Semantic Search is increasingly important • Use your CMS to your advantage CMS’s generally use the Page Title as the page URL

25. Unique Resource Locator www.weeklytimesnow.com.au/country-living/food/how-to-cook-beetroot/

26. #3 YOURContent Isn’t The Most Relevant Result (to a search engine)

27. Relevancy • Mentioning a person, place, product, or event doesn’t instantly make it the most relevant result • How many other websites publish the same content? Page 1 of 15,000,000 • Why is yours different? • Go “Hyper-Local” or niche if new site

28. Low Competition

29. What is a “High-Quality” page to Google? • Would you trust the information presented in this article? • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? • Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? • Would you be comfortable giving your credit card information to this site? • Does this article have spelling, stylistic, or factual errors? • Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? • Does the article provide original content or information, original reporting, original research, or original analysis? • Does the page provide substantial value when compared to other pages in search results? Source - http://googlewebmastercentral.blogspot.com.au/2011/05/more-guidance-on-building-high-quality.html

30. #4 Know How To SearchBroad Searches generally wont surface your page content. What ‘Should’ your page rank for?

31. Knowing How to Search Too Broad: Google Shows a Variety of Search Results

32. SUMMARY How to Cook Beetroot story IS NOT the most relevant result for the search phrase “Beetroot”. “Beetroot” is too broad a search phrase to trigger this as the most relevant result.

33. #5 Old Headline & Content Formulas Still Work

34. Headlines organize content by making a promise to the reader. The body of your content delivers on that promise. 

35. Secrets of Headline Writing

36. Secrets to Headline Writing • Use the Who, What, Why • Ask Questions • Use Numbers • Power Words

37. What | Why | How | Q’s • Why Android beat the iPhone • How the Internet Saved Comedy • What Japan can learn from Chernobyl • Have you been secretly penalized by Google • How to Cook Beetroot

38. Numbers Grab Attention • 21 tactics to increase traffic • 3 predictions for SEO in 2015 • 17 ways search engines value a link

40. Power Words • Quick | Easy| Guarantee| Free X Try | Maybe | Might | Possibly | Perhaps

41. Use Pictures Photos Charts Artwork Video • Don’t Buy Stock-Images • Don’t Steal Them Off Web • Don’t Use Parked Domain Girl X

42. Create Lists Lists are building blocks of ideas. When we go to the grocery store, we don't write a story. To communicate your thoughts quickly and effectively, nothing gets to the root of the matter like a list can.

43. Sub-Headings If your text is longer than 250-400 words, you MUST use sub-headings. We want things broken up logically and organised.

44. It is the MOST relevant search result • NAME - page is called what it should rank for • POPULAR - This is a popular exact phrase • URL – relevant section of the site (Food) • COMPETITION - Relatively few competing pages • HEADLINE - Question “How to…..” • LISTS - Contains Lists and Boldsections • IMAGE – called Beetroot Image • SEMANTICS - HOW to boil, oven roast, bake, steam and microwave beetroot. ...Cook

45. @BradForster | bradforster.org Search & SEO Product Manager