how to write amazing content search engines love & people want to share

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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


How people search

Keyword Content

Think Keywords

Hear Keywords

Search Keywords



Education

• Answer questions

Persuasion

• State benefits

Readability

• Write naturally

Write for human experience first



Write for search engines second

2nd

Maintain reader value

Keywords not obvious

Persuasive content



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


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


<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



Description is valuable.

Not so muchNot always needed

Compelling

Substantially unique

20-40 word page summary

Compelling meta description tags



Makes Scannable

Provides Relevance

Creates Hierarchy

Assists Navigation

Use headings and sub-heads



Proper heading tag hierarchy<h1>One H1 per page.</h1>

<h2>Use outline format.</h2><h3>Keep content organized</h3>



Integrate calls to actionProvide the Next Step

Encourage Supporting

Data

Call them to Action



Use images to draw visitors in



Look for Natural Links

Integrate Keywords

Increase Engagement

Making good use of editorial linking



Exercise: Write optimized tags


• <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


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


“cordless

telephone”

headset?

cordless “teleph

one headset

”

Same phrase - different intent



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



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



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


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FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE @debbriggs517Debbie Briggs


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



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




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




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




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



Exercise: Let’s write some content.FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE


The long pageFORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE


The mid-length pageFORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE


The short pageFORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

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WRITING WITH SOCIAL IN MIND@kagrayKathy Gray


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


Traits of shareable content• Humorous• Relevant/Timely• Captivating Images• Original Thinking• Awe-inspiring• High-Quality• Credibility• Personality• Statistical• How-To



Content traits that will kill you• Racism

• Sexism

• Risque

• Repetitive

• Overly Personal

• Poor Gram-mer

• Sales, Sales, Sales!

Source: SocialToaster



Photos strengthen your messageWRITING WITH SOCIAL IN MIND


Video strengthens your messageWRITING WITH SOCIAL IN MIND


Infographics strengthen your message



Make it easy to share your contentWRITING WITH SOCIAL IN MIND


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.



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


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“VIRAL” MARKETING@kagrayKathy Gray


Viral Reality

3.3% of Facebook posts go viral

Over 100 hrs. of video are uploaded to YouTube every minute

“VIRAL” MARKETING


What defines viral success?

Meets YOUR goal

Traffic

Emotions

Brand Boost

Conversions

Positive ROO

Links

Spread

Mentions



Eight traits of viral

Simple Unexpected Credible High Emotions

Practically Useful Positive Weird/

StrangeThought

Provoking



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


Thank You!

How to Turn Web Analytics Into Business Growth November 5, 2013

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