Perfect Pages: Content Strategy and SEO

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    19-Mar-2017

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Perfect Pages @cyrusshepardAbout Me: FormerLeadSEO&DirectorofContentMozOwner-FazillionMediaWrite,Speak,&SomeEmesConsultAll-aroundSEOGeekMy 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. GiardiaPerfect Pages noun,plural Category-definingresourcesthatrankhighlyfor1000sofkeywordsandvariaEonshMps://moz.com/learn/seo/Etle-tag9.3% 6.5% 1.5%0.039%ofPages=17.3%ofOrganicTraffic7ElementsofCra[ingPerfectPages1.DesignedtoAnswerQuesEonstoSaEsfyUserIntentWhats the best restaurant in Portland? TelemarketerChallenge: 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.ComprehensivelyAnswersQuesEonsBeyondtheKeywordWhatarethetoprestaurants? Wherearethey?Whatsthewebsite?CanImakereservaEons?HowdoIgetthere?FenugreekandLiverDamageTargetedvs.Comprehensive#1 #2The Long Tail is Very Hard to Predict Lots of questions. Many searches. Filter for Questions Moz Keyword Explorer 3.EmployStructureasaStrategyWe still publish content like this DILUTION2344DontsweatthemarkupWhiteboardFridaysCirca2010VideoOnly:GoodforHumansPoorforRobotsWe added transcripts Searchenginesloveme!What human wants to read this?!?! Nope!Added rich formatting Headers Images Scanable Holy Engagement Batman! 4.UniqueMediaand/orInteracEonsGenericUniqueImage Summarizesbasicpointsofpost Took2minutestomake Increasesengagement Look,anotherbulletpoint!5.RelentlesslyPursueEngagement384%IncreaseinOrganicTraffic83.2%45.3%+25%NewPages-45.5%BounceRateGivetheuserzeroexcusetohitthebackbuMonStrategy#1:ActasaHub/Authority/ResourcePage LinktoAuthoraEveResources Internalorexternal GoingforwardisbeMerthangoingback SeveralPatents+CaseStudiessupportthisconceptStrategy#2:UseSearchKeywordsinCTAsHacking with Google Search Console 6.TemplaEzethisprocessinyourContentStrategy1. 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