Post on 19-Mar-2017
transcript
Perfect Pages @cyrusshepard
About Me:
•FormerLeadSEO&DirectorofContent–Moz•Owner-FazillionMedia•Write,Speak,&SomeEmesConsult•All-aroundSEOGeek
My First “Marketing” Job
What it felt like
SEO: Delivering exactly what the user wants at the exact moment they seek it.
SEO: Delivering exactly what the user wants at the exact moment they seek it.
Giardia
“Perfect Pages” noun,plural• Category-definingresourcesthatrankhighlyfor1000sofkeywordsandvariaEons
hMps://m
oz.com
/learn/seo/Etle-tag
9.3% 6.5% 1.5%
0.039%ofPages=17.3%ofOrganicTraffic
7ElementsofCra[ingPerfect
Pages
1.DesignedtoAnswerQuesEonstoSaEsfyUserIntent
What’s the best
restaurant in
Portland?
Telemarketer
Challenge:
Rank #1 for
“Best Restaurant in Portland”
Optimized Title Tag <title>Best Restaurant – Pancake House in
Portland Oregon</title>
Optimize TF-IDF
Page Segmentation
Semantic Distance
Co-occurrence Optimization
Entity Salience
“Best Restaurant in
Portland”
(ifyou’relucky)
dt
2.ComprehensivelyAnswersQuesEonsBeyondtheKeyword
Whatarethetoprestaurants? Wherearethey?
What’sthewebsite?
CanImakereservaEons?
HowdoIgetthere?
“FenugreekandLiverDamage”
Targetedvs.Comprehensive
#1 #2
The Long Tail is Very Hard to Predict
Lots of questions. Many searches.
Filter for Questions
Moz Keyword Explorer
3.EmployStructureasaStrategy
We still publish content like this
DILUTION
<!DOCTYPE><a><abbr><acronym>2<address><applet>3<area><arEcle><aside><audio><b><base><basefont>4<bdi><bdo><big>4<blockquote><body>
<h3><h4>
<h4>
Don’tsweatthemarkup
WhiteboardFridaysCirca2010
VideoOnly:GoodforHumansPoorforRobots
We added transcripts
Searchenginesloveme!
What human wants to read this?!?!
Nope!
Added rich formatting
• Headers • Images • Scanable
Holy Engagement Batman!
4.UniqueMediaand/orInteracEons
GenericUniqueImage• Summarizesbasicpointsofpost• Took2minutestomake• Increasesengagement• Look,anotherbulletpoint!
5.RelentlesslyPursueEngagement
384%IncreaseinOrganicTraffic
83.2%45.3%
+25%NewPages-45.5%BounceRate
“GivetheuserzeroexcusetohitthebackbuMon”
Strategy#1:ActasaHub/Authority/ResourcePage
• LinktoAuthoraEveResources• Internalorexternal• GoingforwardisbeMerthan
goingback• SeveralPatents+CaseStudies
supportthisconcept
Strategy#2:UseSearchKeywordsinCTAs
Hacking with Google Search Console
6.TemplaEzethisprocessinyourContentStrategy
1. Figure out user intent
2. Answer questions beyond the keyword
3. Structure+Format everything
4. Add unique media
5. Pursue engagement as ranking factor #1
7.F**KGiardia