Date post: | 06-May-2015 |
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@StoneyD@debbriggs517@kagray
Stoney G deGeyterDeb BriggsKathy Gray
HOW TO WRITE AMAZING CONTENT
SEARCH ENGINES LOVE & PEOPLE WANT TO SHARE
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PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES @StoneyDStoney G deGeyter
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: How do you search?
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
How people search
Keyword Content
Think Keywords
Hear Keywords
Search Keywords
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Education
• Answer questions
Persuasion
• State benefits
Readability
• Write naturally
Write for human experience first
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Write for search engines second
2nd
Maintain reader value
Keywords not obvious
Persuasive content
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Focused keywords
Red marbles
Too many keywords!
Jump rope
Rubber balls
Red marbles
text text text text skeif mule text text skeif mule text text mule text text text text skief mule text text text text text text text text skief text text mule text text skief mule text text text text text text text text text text text skief mule
text text text text red marbles text text red marbles text text marbles text text text red marbles text text text text text text text red text text marbles text text text red marbles text text text text text text text text text text text red marbles
How search engines see content
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
jump rope text text red marbles text text red marbles text text rubber balls text text rubber balls text text text text text text text marbles text text rope text text text jump rope text rubber balls text text text text balls text text text jump rope text
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
<Title>Beauty Tips, Cosmetics and Skin Care Tutorials</Title>
Influences Rankings
Provides Label for Browser
Drives Initial Click
*65 Character Limit
Keyword rich title tags
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Description is valuable.
Not so muchNot always needed
Compelling
Substantially unique
20-40 word page summary
Compelling meta description tags
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Makes Scannable
Provides Relevance
Creates Hierarchy
Assists Navigation
Use headings and sub-heads
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Proper heading tag hierarchy<h1>One H1 per page.</h1>
<h2>Use outline format.</h2><h3>Keep content organized</h3>
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Integrate calls to actionProvide the Next Step
Encourage Supporting
Data
Call them to Action
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Use images to draw visitors in
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Look for Natural Links
Integrate Keywords
Increase Engagement
Making good use of editorial linking
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Write optimized tags
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
• <title>Add Page Title Info Here</title>Title Tag
• <meta name=“description” content=“Place your descriptive text here.”>
Meta Description
• <h1>Place Your Primary Heading Info Here</h1>Heading 1
• <h2>Place your secondary heading info here</h2>Heading 2
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FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION @StoneyDStoney G deGeyter
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Lady Worms BeanBag
Sandwich Sleeping Duffel
What do these keywords have in common?
Bag Bag of
Bag Bag Bag
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
“cordless
telephone”
headset?
cordless “teleph
one headset
”
Same phrase - different intent
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly with her crib or toddler bed.
baby bedding
Core
Term
• Specific phrase• Use appropriately
Integrate core terms
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly with her crib or toddler bed.
baby bedding
Supporting
• Core Term w/qualifier• Long-tail phrases
Include supporting phrases
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly her crib or toddler bed.
baby bedding
Related
• Stemmed variations• Semantic relation
Add related words
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
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FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE @debbriggs517Debbie Briggs
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The original Nebraska is filled with internationally
recognized attractions that draw large
crowds of people every year, without fail. In
1996, some of the most popular places
were Fort Robinson State Park (355,000
visitors), Scotts Bluff National Monument
(132,166), Arbor Lodge State Historical
Park & Museum (100,000), Carhenge
(86,598), Stuhr Museum of the Prairie
Pioneer (60,002), and Buffalo Bill Ranch
State Historical Park (28,446).
Typical readability
Cluttered
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The concise In 1996, six of the best-attended attractions
in Nebraska were Fort Robinson State
Park, Scotts Bluff National Monument,
Arbor Lodge State Historical Park &
Museum, Carhenge, Stuhr Museum of the
Prairie Pioneer, and Buffalo Bill Ranch
State Historical Park.
58% readability
50% text reduction
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The bulleted Nebraska is filled with internationally
recognized attractions that draw large
crowds of people every year, without fail. In
1996, some of the most popular places
were: • Fort Robinson State Park
(355,000 visitors) • Scotts Bluff National Monument
(132,166) • Arbor Lodge State Historical Park
& Museum (100,000) • Carhenge (86,598) • Stuhr Museum of the Prairie
Pioneer (60,002) • Buffalo Bill Ranch State
Historical Park (28,446).
47% readability
Scannable Layout
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The straight talk Nebraska has several attractions. In 1996,
some of the most-visited places were Fort
Robinson State Park (355,000 visitors),
Scotts Bluff National Monument (132,166),
Arbor Lodge State Historical Park &
Museum (100,000), Carhenge (86,598),
Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State
Historical Park (28,446).27% readability
Objective language
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The combination In 1996, six of the most-visited places in
Nebraska were:
• Fort Robinson State Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park &
Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical
Park
124%readability
Objective Concise
Scannable
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Let’s write some content.FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The long pageFORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The mid-length pageFORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The short pageFORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
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WRITING WITH SOCIAL IN MIND@kagrayKathy Gray
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
What makes people share content?
KnowledgeBeing the person
others turn to for input and advice
EgoBeing the person who
has the newest or coolest thing around.
RewardGaining either tangible or intangible benefits
for sharing.
PassionPeople who have a vested interest in a topic will share just because they love talking about it.
One or all of these factors are at play…
WRITING WITH SOCIAL IN MIND
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Traits of shareable content• Humorous• Relevant/Timely• Captivating Images• Original Thinking• Awe-inspiring• High-Quality• Credibility• Personality• Statistical• How-To
WRITING WITH SOCIAL IN MIND
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Content traits that will kill you• Racism
• Sexism
• Risque
• Repetitive
• Overly Personal
• Poor Gram-mer
• Sales, Sales, Sales!
Source: SocialToaster
WRITING WITH SOCIAL IN MIND
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Photos strengthen your messageWRITING WITH SOCIAL IN MIND
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Video strengthens your messageWRITING WITH SOCIAL IN MIND
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Infographics strengthen your message
WRITING WITH SOCIAL IN MIND
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Make it easy to share your contentWRITING WITH SOCIAL IN MIND
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Deliver your message within parameters
Can you create a compelling call to action and set expectations while inspiring the click in less than 140 characters? Cause you'll need to.
WRITING WITH SOCIAL IN MIND
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Tweet Challenge
Create a TweetGo to: http://ppmkg.com/linksworth
140 Characters Max
Leave 20 Characters for a Link
Ideal Tweet = 77-110 Characters
WRITING WITH SOCIAL IN MIND
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“VIRAL” MARKETING@kagrayKathy Gray
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Viral Reality
3.3% of Facebook posts go viral
Over 100 hrs. of video are uploaded to YouTube every minute
“VIRAL” MARKETING
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
What defines viral success?
Meets YOUR goal
Traffic
Emotions
Brand Boost
Conversions
Positive ROO
Links
Spread
Mentions
“VIRAL” MARKETING
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Eight traits of viral
Simple Unexpected Credible High Emotions
Practically Useful Positive Weird/
StrangeThought
Provoking
“VIRAL” MARKETING
AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Viral checklist
Does/Is your content?
• Sufficiently cover the topic?• Inspire a high-energy emotion like awe, anger, or
anxiety?• Tone convey emotion?• Practically useful?• Spark interest?• Surprise?• Author have fame/credibility?• Actually funny? Are you sure your friends aren’t just
being nice?
Source: Moz.com
“VIRAL” MARKETING
Thank You!
How to Turn Web Analytics Into Business Growth November 5, 2013
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