Download pdf - Perfect Pages: Content Strategy and SEO

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