BALANCING STICKY CONTENT WITH SEO

Emily Warn and Cynthia HartwigJune 14, 2013

“I have been complimented many times and they always embarrass me; I always feel that they have not said enough.”

I have been complimented many times and compliments always embarrass me; I always feel that compliments have not said enough.

WHAT IF MARK TWAIN OPTIMIZED FOR SEO?

SEO & CONTENT SYNERGY

SERP

Headline

ParagraphURL

ImageKeywords &Social signals

• Keyword tools

• Social Media Analytics tools:

• Listen to customers:• Listen to the competition• Do your research:

FIND OUT HOW YOUR CUSTOMERS THINK!

KEYWORDS + KEY CONTENT = OSCAR WINNER

URLDirector

• Most important for SEO

HeadlineBest Actress

• Grabs Attention

First ParagraphSupporting

• Makes them stay

Social SignalsAudience• Recommends to friends

SEO & CONTENT SYNERGY

SERP

Headline

ParagraphURL

Image

Keywords

• Set tone: Funny, personal, authoritative, inspiring

• Know who you’re talking to

• Make people curious: I want to learn that. Click.

• Stay true: Make a promise and keep it

THREE-SECOND RULE FOR HEADLINES

Empathize with customers’ problem

Emily WarnManaging Editor

Entertain through the unexpected

POSE A CHALLENGE BY ASKING A QUESTION

Daniel RussellLifeHacker Via SearchResearch.com

1ST PARAGRAPH HAS SUPPORTING ROLE

SERP

Headline

ParagraphURL

Image Keywords

• Keeps the headline’s promise• Engages audience,keeps them

reading• Further explains purpose of content• Further identifies audience• Matches tone of headline

FIRST PARAGRAPH AMPLIFIES HEADLINE

URL IS DIRECTORSERP

Headline

ParagraphURL

ImageKeywords

• Most important element for SEO• Concise way to say what the

topic’s about• Opportunity for branding• Synergy with SERP title & meta-

description

DON’T MISS OUT ON URL OPPORTUNITY

PUT KEYWORD IN TITLE + URL + 1ST PARAGRAPH

URL adds branding and avoids spamming/circular-references-excel-error-message.aspx

“Millions of people using Excel don't get why they see the ‘circular reference’ error message right after they've entered a formula.”

NUMBER 2 GOOGLE RANKING FOR SERP

19

SERP ELEMENTS

19

Description URL Title

HEADLINE + URL + 1ST SENTENCE = GREAT SERPhttp://www.nytimes.com/2012/06/14/books/dave-eggerss-new-novel-a-hologram-for-the-king.html?pagewanted=all

TRUSTWORTHY? SOCIAL SIGNALS ARE THE NEW LINK-BACKS

SERP

Headline

ParagraphURL

ImageSocial Signals

• Trust is built on reputation • Quality of content builds

reputation • People evaluate & recommend

content via Twitter, bookmarking, FB Likes, FB posts, etc.

TRUSTWORTHY = SOCIAL MEDIA AUTHORITY

THANK YOU.FOLLOW US AT HTTP://TWOPENS.COM @TWOPENS2 CYNTHIA HARTWIG@EMILY2PENS EMILY WARN

1. Pick a customer problem

2. Pick a keyword

3. Pick the one thing you want to get across (takeaway)

4. What headline approach to engage your audience Humor, authoritative, empathetic,

5. Brainstorm five headlines

6. Write

WRITING GREAT HEADLINES

Gina Kolata, NYTimes

IMAGE COMPLETES THE PUZZLE

SERP

Headline

ParagraphURL

Image

Keywords

• Concise way to say what the topic’s about• Opportunity for branding• Synergy with SERP title & meta-description

IMAGE HELPS TELL THE STORY

Reshaping results based on… Where you are What you’ve searched for What you personally do or visit What others you know do or share What people in aggregate do or visit

Both Google & Bing do in various ways

SEARCH 4.0: PERSONALIZED & SOCIAL SEARCH

Search 4.0: Social Search Engines & Putting Humans Back In Searchhttp://selnd.com/wTDIN

• Ask questions (Fill in the blank!)• Rant • Tell stories • Shout out• Make offers (coupons!)

SOCIAL SONAR: SENDING & RECEIVING SIGNALS