Perfect Pages: Content Strategy and SEO

  • Published on
    19-Mar-2017

  • View
    984

  • Download
    1

Embed Size (px)

Transcript

<ul><li><p>Perfect Pages @cyrusshepard</p></li><li><p>About Me: </p><p>FormerLeadSEO&amp;DirectorofContentMozOwner-FazillionMediaWrite,Speak,&amp;SomeEmesConsultAll-aroundSEOGeek</p></li><li><p>My First Marketing Job </p></li><li><p>What it felt like </p></li><li><p>SEO: Delivering exactly what the user wants at the exact moment they seek it. </p></li><li><p>SEO: Delivering exactly what the user wants at the exact moment they seek it. </p></li><li><p>Giardia</p></li><li><p>Perfect Pages noun,plural Category-definingresourcesthatrankhighlyfor1000sofkeywordsandvariaEons</p></li><li><p>hMps://m</p><p>oz.com</p><p>/learn/seo/Etle-tag</p></li><li><p>9.3% 6.5% 1.5%</p><p>0.039%ofPages=17.3%ofOrganicTraffic</p></li><li><p>7ElementsofCra[ingPerfect</p><p>Pages</p></li><li><p>1.DesignedtoAnswerQuesEonstoSaEsfyUserIntent</p></li><li><p>Whats the best </p><p>restaurant in </p><p>Portland? </p></li><li><p>Telemarketer</p><p>Challenge: </p><p> Rank #1 for </p><p>Best Restaurant in Portland </p></li><li><p>Optimized Title Tag Best Restaurant Pancake House in </p><p>Portland Oregon </p><p> Optimize TF-IDF </p><p>Page Segmentation </p><p>Semantic Distance </p><p>Co-occurrence Optimization </p><p>Entity Salience </p></li><li><p>Best Restaurant in </p><p>Portland </p><p>(ifyourelucky)</p></li><li><p>dt </p></li><li><p>2.ComprehensivelyAnswersQuesEonsBeyondtheKeyword</p></li><li><p>Whatarethetoprestaurants? Wherearethey?</p><p>Whatsthewebsite?</p><p>CanImakereservaEons?</p><p>HowdoIgetthere?</p></li><li><p>FenugreekandLiverDamage</p><p>Targetedvs.Comprehensive</p><p>#1 #2</p></li><li><p>The Long Tail is Very Hard to Predict </p></li><li><p>Lots of questions. Many searches. </p></li><li><p>Filter for Questions </p><p>Moz Keyword Explorer </p></li><li><p>3.EmployStructureasaStrategy</p></li><li><p>We still publish content like this </p></li><li><p>DILUTION</p></li><li><p>2344</p></li><li><p>Dontsweatthemarkup</p></li><li><p>WhiteboardFridaysCirca2010</p><p>VideoOnly:GoodforHumansPoorforRobots</p></li><li><p>We added transcripts </p><p>Searchenginesloveme!</p></li><li><p>What human wants to read this?!?! </p><p>Nope!</p></li><li><p>Added rich formatting </p><p> Headers Images Scanable </p></li><li><p>Holy Engagement Batman! </p></li><li><p>4.UniqueMediaand/orInteracEons</p></li><li><p>GenericUniqueImage Summarizesbasicpointsofpost Took2minutestomake Increasesengagement Look,anotherbulletpoint!</p></li><li><p>5.RelentlesslyPursueEngagement</p></li><li><p>384%IncreaseinOrganicTraffic</p></li><li><p>83.2%45.3%</p><p>+25%NewPages-45.5%BounceRate</p></li><li><p>GivetheuserzeroexcusetohitthebackbuMon</p></li><li><p>Strategy#1:ActasaHub/Authority/ResourcePage</p><p> LinktoAuthoraEveResources Internalorexternal GoingforwardisbeMerthan</p><p>goingback SeveralPatents+CaseStudies</p><p>supportthisconcept</p></li><li><p>Strategy#2:UseSearchKeywordsinCTAs</p></li><li><p>Hacking with Google Search Console </p></li><li><p>6.TemplaEzethisprocessinyourContentStrategy</p></li><li><p>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 </p></li><li><p>7.F**KGiardia</p></li></ul>