SEO, MEET HEONoelle Schuck, Director of Content Strategy

Pinball Strategy

B2GBusiness-to-Google Content Marketing

@noelleschuck

BLAH, BLAH, BLAH …

Unoriginal States the Obvious

Too Long Fluffy Forced

@noelleschuck

• Feels like that

• Attracts Traffic

• Goes Viral

• Has a Long Shelf Life

GREAT CONTENT@noelleschuck

...the overriding kind of goal is ... high-quality content, the sort of content that people really enjoy, that's compelling, the sort of thing that they'll love to read that you might see in a magazine or in a book, and that people would refer back to, or send friends to, those sorts of things…

Sept. 11, 2013, Matt Cutts via YouTube’s Google Webmasters Channel

@noelleschuck

HUMAN-EYE OPTIMIZATIONContent that …

• Attracts

• Engages

• Retains

…real people.

@noelleschuck

It begins with the end user reader in mind.

1. SEARCHABLE & CLICKABLE TITLES

• N: Take a Walk on the Wild Side

• S: What is Urban Foraging?

• S&C: Urban Foraging - Finding Wild Food in Your Own Back Yard

@noelleschuck

Keyword phrases

Action verbs

Numbers

Clarity

Echo long-tail searches

@noelleschuck

2. STRONG LEAD PARAGRAPHS

• Perspective - Why should I care? What does this mean to my world?

• Poignancy - How does this make me feel?

• Preview - What’s this about?

@noelleschuck

3. SUBSTANCE

• Empty advice “You should get that fixed.”

• Telling without showing “This is important because it’s important.”

• Stating the obvious. “If it’s in stock, we have it!”

• Wordiness. “Certified Pre-Owned” “Used”

@noelleschuck

4. RELEVANCE

Less me, we, and I and more you

@noelleschuck

5. VISUAL APPEAL

• To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds. (nngroup.com)

• Users will be able to read about 20% of text on the average page. (nngroup.com)

@noelleschuck

@noelleschuck

@noelleschuck

Thank you !

PinballStrategy.com !!

@noelleschuck +NoelleSchuck

/in/NoelleSchuck !

noelle@pinballstrategy.com

MORE RESOURCESIf the links on the following page do not work, please email me

at noelle@pinballstrategy.com.

3 Ps of Good Lead Paragraphs

Good & Bad Lead Examples

Clickable & Searchable Headlines

Stating the Obvious

Show vs Tell

Empty Advice

Wordiness 1