5 seo/heo tactics to improve content marketing quality
DESCRIPTION
Google's algorithms are pushing content marketing experts to focus more on quality and less on tricks to attract search engines. SEO strategy works better when you've got high-quality content. High quality content = content designed to attract, engage and retain real readers. We call it Human Eye Optimization.TRANSCRIPT
SEO MEET HEONOELLE SCHUCK !
Director of Content Strategy
@noelleschuck@pinballstrategy
CASE STUDY• Linkbuilding @ 84% rejection rate.• One article = 3 FTE hours (strategy, concept, write, edit, pitch)• Rejected article + 1 more FTE hour (why?, revise, re-pitch)• 100 articles = 400 FTE hours• 84 rejections for every 100 offered are rejected on first offer.• You do the math. That’s expensive content.
@noelleschuck@pinballstrategy
Business-to-Google Content MarketingB2G
@noelleschuck@pinballstrategy
BLAH, BLAH, BLAH …• Unoriginal!• States the Obvious!• Too Long!• Fluffy!• Forced
@noelleschuck@pinballstrategy
Feels like that!• Attracts Traffic!• Goes Viral!• Has a Long Shelf Life
GREAT CONTENT
@noelleschuck@pinballstrategy
...the overriding kind of goal is ... high-quality content, the sort of content that people really enjoy, that's compelling, the sort of thing that they'll love to read that you might see in a magazine or in a book, and that people would refer back to, or send friends to, those sorts of things…!!!!!!Sept. 11, 2013, Matt Cutts via YouTube’s Google Webmasters Channel
@noelleschuck@pinballstrategy
HUMAN-EYE OPTIMIZATIONContent that …!• Attracts!• Engages!• Retains!…real people.
@noelleschuck@pinballstrategy
CASE STUDYWhy was the content rejected?
1. Irrelevance 2. Poor quality
Five-prong approach reduced rejection rate from 84% to under 5%.
@noelleschuck@pinballstrategy
We began with the end user reader in mind.
WHAT DID WE DO?
@noelleschuck@pinballstrategy
1. SEARCHABLE & CLICKABLE TITLES
Neither: Take a Walk on the Wild Side!Searchable: What is Urban Foraging?!Searchable & Clickable: Urban Foraging - Finding Wild Food in Your Own Back Yard
@noelleschuck@pinballstrategy
• Keyword phrases• Action verbs• Numbers• Clarity• Echo long-tail searches
@noelleschuck@pinballstrategy
2. STRONG LEAD PARAGRAPHS!
• Perspective - Why should I care? What does this mean to my world?!
• Poignancy - How does this make me feel?!• Preview - What’s this about?
“Here’s the latest buzz from the food industry: Chilled live ants have a taste
resembling lemongrass (especially when their juices explode in your mouth), chilled
termites taste of cashews, and grasshoppers taste like soft-shell crab.”
@noelleschuck@pinballstrategy
3. SUBSTANCE
• Empty Advice “You should get that fixed.”!• Telling without showing “This is important because
it’s important.”!• Stating the obvious “If it’s in stock, we have it!”!• Wordiness “Certified Pre-Owned” “Used”
@noelleschuck@pinballstrategy
4. RELEVANCELess me, we, us and I More you and them
Savory #recipe for #MemorialDay grilling -- indoors? These #makers want to bring outdoor living to
#CityLiving. bit.ly/1gHEs7b
@noelleschuck@pinballstrategy
5. VISUAL APPEAL
• To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds. (nngroup.com)!
• Users will be able to read about 20% of text on the average page. (nngroup.com)
TYPOS
WALL OF
GRAY
@noelleschuck@pinballstrategy
PINBALLSTRATEGY.COM@noelleschuck+NoelleSchuck
THANK YOU
@noelleschuck@pinballstrategy
BUT WAIT. THERE’S MORE.
If the links on the following page do not work, please email meat [email protected].
@noelleschuck@pinballstrategy
• 3 Ps of Good Lead Paragraphs• Good & Bad Lead Examples• Clickable & Searchable Headlines• Stating the Obvious• Show vs Tell• Empty Advice• Wordiness 1