Search London7th March 2016

WHY SEONEEDS EDITING(AND HOW WE’RE THE PEOPLE TO DO IT)

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CHARLIE WILLIAMS

Head of Marketing

charlie (at) white.net@pagesauce

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slideshare.net/pagesauce

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CONTENTHOW DO YOU EDIT YOURS?

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http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

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BUZZSUMO SURVEYOF ARTICLES LOOKED AT

HAVE 0 EXTERNAL LINKS75%

85%OF CONTENT IS LESS THAN

1,000 WORDS LONG

http://marketing.buzzsumo.com/link-study/

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“SO MANY OF US HAVE BECOME ACCIDENTAL AUTHORS,

ACCIDENTAL EDITORS, AND ACCIDENTAL PUBLISHERS”

HubSpot eBook - The internet marketing written style guide

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SUCCESS = LINKS, SHARES, RANKINGS

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SEO COMMANDMENTACT LIKE A PUBLISHER

https://contently.com/strategist/2016/02/11/i-run-my-blog-more-like-a-television-network-inside-shopifys-next-level-newsroom/

https://contently.com/strategist/2015/11/05/were-a-media-company-now-inside-marriotts-incredible-money-making-content-studio/

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BLOGGING SYNDROME:WE EXPECT TO SELF-EDIT

THE CAUSE?

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COPY EDITING

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COPY EDITING

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COPY EDITING

EDITORIAL PERSPECTIVE

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ea

t

EXPERTISE

AUTHORITATIVENESS

TRUSTWORTHINESS

http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdfhttp://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118

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ENGAGEMENTIS SUDDENLY IMPORTANT

http://www.blindfiveyearold.com/time-to-long-clickhttps://moz.com/blog/the-massive-ranking-factor-too-many-seos-are-ignoring-whiteboard-friday

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WE DO EDITINGSEO CONTENT + KEYWORD RESEARCH, UX, CONTENT STRATEGY, SOCIAL MEDIA, CONTENT MARKETING & AGILE APPROACH

http://www.slideshare.net/pagesauce/understanding-your-audience-agile-thinking-our-content-brightonseo-september-2015

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USE RAND TO MAKE THE CASE

https://moz.com/blog/can-seos-stop-worrying-keywords-focus-topics-whiteboard-friday

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“SO I TAKE MY KEYWORD RESEARCH... MY TOPIC AND CONCEPT BRAINSTORM, MAYBE SOME OF

MY TOPIC TOOL RESULTS, MY USER RESEARCH... AND PUT THEM TOGETHER IN A LIST OF

CONCEPTS”

https://moz.com/blog/can-seos-stop-worrying-keywords-focus-topics-whiteboard-friday

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MAYBE SETH?

https://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/

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“YOU NEED EDITORS, NOT BRAND MANAGERS”

https://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/

“THERE’S CONTENT I WANT TO READ AND CONTENT I DON’T. IF YOU’RE PUTTING CONTENT I

DON’T IN FRONT OF ME, IT DOESN’T REALLY MATTER HOW MUCH YOU GOT PAID FOR IT—I’M

PROBABLY NOT HAPPY”

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EDITORS = PEOPLE WHO ‘GET’ CONTENT, UNDERSTAND CONTEXT & CAN PRODUCE THINGS AUDIENCES WANT TO CONSUME

http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

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EDITORS =

BRAND GUARDIANS

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BUILDING CONNECTIONS

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3.IDEAS I WANT YOU TO TAKE AWAY & PONDER

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1.SHOULD LARGER SEO TEAMS HAVE EDITORS?

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2.SHOULD SMALLER TEAMS HAVE EDITORIAL SKILLS?

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3.WE DO EDITING: SHOULD WE CLAIM SEO EDITORS?

THANK

YOU

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CHARLIE@WHITE.NET

CHARLIE WILLIAMS