You know you need to create high-quality content. You know your customers are expecting it. But how exactly do you do it? Find out what comprises high-quality content, how to go about creating it, and what to do with it once you've got it. You'll be on your way to boosting your authority, increasing conversions, building a community, and possibly even improving your rankings. This was my presentation at PubCon Regional in Austin, TX, January 28, 2014
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1. What is High-Quality Content, Anyway? How to Recognize it,
Create it, and Use it to Your Advantage MICHELLE LOWERY
@MichelleDLowery
2. YOU NEED HIGH-QUALITY CONTENT!
3. Image Credit: http://www.sciencecartoonsplus.com/ Used With
Permission
4. So what is high-quality content, anyway?
5. How do you recognize high-quality content?
6. How do you create high-quality content?
7. How do you use high-quality content to your advantage?
8. How to create high-quality content
9. How to create high-quality content Spelling and Grammar
10. How to create high-quality content Spelling and Grammar
Sources
11. How to create high-quality content Spelling and Grammar
Sources Accessibility
12. High-quality content is grammatically correct and spelled
correctly.
13. Wud u take me srsly if my preesention look like these?
LULZ
14. How many tools do you use in your marketing efforts?
15. How many tools do you use in your marketing efforts? Tools
to measure traffic
16. How many tools do you use in your marketing efforts? Tools
to measure traffic Tools to measure engagement
17. How many tools do you use in your marketing efforts? Tools
to measure traffic Tools to measure engagement Tools to measure
ROI
18. Words are tools you use to express your ideas.
19. If you use the wrong word, you're using the wrong tool, and
all the tools that come afterward are measuring incomplete
data.
20. Using correct spelling and grammar shows you care about
your work.
21. If your content is a misspelled, grammatically incorrect
mess, what does that say about you?
22. On the Web, perception is reality.
23. Trust and authority start with how you express yourself,
and whether youve put effort into it.
24. Assuming people will know what you mean isnt good
enough.
25. But Google, I wanted to be on the first page! Cmon, you
knew what I meant! Image Credit:
http://attackofthecute.com/on/?i=19940
26. Good spelling and grammar may contribute to your
rankings.
27. No, really.
28. http://pfcg.me/1eGKsc8
29. It's not one of the over 200 different signals that we use
to assess the quality of a page. Matt Cutts
30. "We noticed a while ago, that if you look at the page rank
of a page, so, how reputable we think a particular page or site is,
the ability to spell correlates relatively well with that. So the
reputable sites tend to spell better, and the sites that are lower
page rank...tend not to spell as well." - Matt Cutts
31. That video was published in August 2011, six months after
the Panda update was first released.
32. A lot of sites are still trying to recover from Panda
because their content was low quality.
33. Would they have been hit as hard by Panda if their content
had been high quality to begin with?
34. Aside from ranking factors, good spelling and grammar help
make for an improved user experience.
35. It wont matter to some people one way or the other.
36. For others, spelling and grammar will influence their
decision to do business with you.
37. Do it right, and gain both groups of customers.
38. Providing correctly spelled and grammatically correct
content shows respect for your audience.
39. Anything worth doing is worth doing right.
40. Spelling and Grammar Resources
http://www.quickanddirtytips.com/grammar-girl
https://owl.english.purdue.edu/owl/
http://www.oxforddictionaries.com/words/spelling
41. If you dont have the time or desire to improve your
spelling and grammar, you have two options:
42. If you dont have the time or desire to improve your
spelling and grammar, you have two options: Hire an editor.
43. If you dont have the time or desire to improve your
spelling and grammar, you have two options: Hire an editor. Hire a
professional copywriter.
44. High-quality content contains good sources.
45. Links are much more than ranking boosters. Theyre
citations.
46. Links are to Web content what footnotes are to print.
47. Linking to reputable, authoritative sources boosts the
quality of your content in two ways:
48. Linking to reputable, authoritative sources boosts the
quality of your content in two ways: Youre providing more value to
your readers.
49. Linking to reputable, authoritative sources boosts the
quality of your content in two ways: Youre providing more value to
your readers. Youre increasing your authority.
50. Higher SERP positions do not always correlate to higher
quality.
51. This means you may have to dig for the good stuff.
52. Image credit: http://petcenternews.com/
53. Primary sources outweigh secondary sources.
54. Clinic that performed and published a study: Primary
source
55. News outlet that reported the results of the study:
Secondary source
56. How you cite your sources is just as important as what
sources you cite.
57. Poor citation: According to the CDC, approximately 79,000
flu hospitalizations were prevented in the 2012-2013 flu
season.
58. Good citation: Approximately 79,000 flu hospitalizations
were prevented in the 2012-2013 flu season.
59. By not explicitly naming the source, you retain some of
that authority for yourself while still giving credit via the
link.
60. How do you identify good sources and avoid bad ones?
61. Good Sources
62. Good Sources .gov and .edu sites
63. Good Sources .gov and .edu sites Recognized industry
leaders (Mayo Clinic)
64. Good Sources .gov and .edu sites Recognized industry
leaders (Mayo Clinic) Established sites (domain age)
65. Good Sources .gov and .edu sites Recognized industry
leaders (Mayo Clinic) Established sites (domain age) Not MFAs (Made
for AdSense)
66. Good Sources .gov and .edu sites Recognized industry
leaders (Mayo Clinic) Established sites (domain age) Not MFAs (Made
for AdSense) Not UGCs (User-Generated Content)
67. Good Sources .gov and .edu sites Recognized industry
leaders (Mayo Clinic) Established sites (domain age) Not MFAs (Made
for AdSense) Not UGCs (User-Generated Content) Good spelling and
grammar!
68. High-quality content is accessible.
69. Create content for your audience, not for the search
engines.
70. Accessible content is comprised of three key
components:
71. Accessible content is comprised of three key components:
Natural-sounding language
72. Accessible content is comprised of three key components:
Natural-sounding language Median vocabulary
73. Accessible content is comprised of three key components:
Natural-sounding language Median vocabulary Useful information
74. Natural-Sounding Language Try writing the way you speak, in
a more casual, personable tone.
75. Natural-Sounding Language This is more important than ever
in light of the Google Hummingbird update.
76. Median Vocabulary Use good vocabulary, but not so good that
its uncommon or difficult to understand.
77. Median Vocabulary You may alienate readers by talking over
their heads, or by talking down to them.
78. Useful Information Ask yourself: What is the contents
purpose?
79. Useful Information Inform
80. Useful Information Inform Educate
81. Useful Information Inform Educate Entertain
82. Useful Information Inform Educate Entertain Convert
83. Theres no reason you cant do all four at the same
time.
84. Image Credit: http://www.jpeterman.com/
85. How to recognize high-quality content
86. If you can create high-quality content, you can recognize
it.
87. Dont confuse appeal with quality.
88. Value is subjective; quality is not.
89. How to use high-quality content to your advantage
90. Connect with your audience
91. The Power of Empathy
92. Think like a consumer; youre a consumer, too.
93. Remember youre talking to people, not their wallets.
94. If you wouldnt say it in person, dont say it online.
95. A lack of empathy is divisive.
96. With empathy, you can encourage or help a larger group of
people instead of polarizing them.
97. Buying is an emotional decision. Appeal to your customers
emotions, and you stand a better chance of converting them.
98. Be passionate about what you do. Content created without
passion is just a collection of words and images.
99. If youre not passionate about your content, how can you
expect anyone else to feel that way about it?
100. There is no excuse for poor-quality content on your
site.
101. Create high-quality content, and everyones happyyou, your
customers, and even Google.
103. Connect With Us http://passionfruitcreativegroup.com/blog/
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