Perfect Pages: Content Strategy and SEO

  • Published on
    19-Mar-2017

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  • Perfect Pages @cyrusshepard

  • About Me:

    FormerLeadSEO&DirectorofContentMozOwner-FazillionMediaWrite,Speak,&SomeEmesConsultAll-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

  • Whats the best

    restaurant in

    Portland?

  • Telemarketer

    Challenge:

    Rank #1 for

    Best Restaurant in Portland

  • Optimized Title Tag Best Restaurant Pancake House in

    Portland Oregon

    Optimize TF-IDF

    Page Segmentation

    Semantic Distance

    Co-occurrence Optimization

    Entity Salience

  • Best Restaurant in

    Portland

    (ifyourelucky)

  • dt

  • 2.ComprehensivelyAnswersQuesEonsBeyondtheKeyword

  • Whatarethetoprestaurants? Wherearethey?

    Whatsthewebsite?

    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

  • 2344

  • Dontsweatthemarkup

  • 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