SEO & Content Marketing | April 2015 bradforster.org Winning at SEO & Content Marketing.

SEO & Content Marketing | April 2015

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Winning at SEO&

Content Marketing


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DefineContent Marketing: using your content to match your Marketing Activities.SEO: Ensuring a web page is the MOST relevant it can be for both users and search engines for the content that it contains.


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Content Optimisation


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Content at scale is the MOST difficult

challenge facing marketers.


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Wrong Questions

"How much content do I need?”

"How many words should I write?”


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Right Questions

“Who is my audience?”

“What do they want to read?”


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Story Page Optimisation

Optimise Your Page Content For The Search Result Snippet

Title Tag

Description Tag

Headline Examples

Q4. How to write headlines for SEO?

+ Core phrase “Terror Raids” used at the start

+ Headline length OK

+ Fully describes content

#GOOD

Q4. How to write headlines for SEO?

#BAD


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5 Facts1. Print vs. Digital2. Naming Content3. Making Content Relevant4. Knowing How to Search5. Successful Headline Formulas

#1 Good Print Headlines DO NOT Make Good

Digital Headlines

Keyword “Bushfire”?

Print vs. Digital

TAKE AWAYS1. Don’t use print content - brochures

and product manuals aren’t web page content

2. Understand your online audience - identify what customers call your products/services

3. Make content accessible - obvious to visitors and easy to navigate

#2 Name Your Content What It Should Rank For

Why Is This Story Providing Tons Of

Google Search Traffic?

Extremely Popular Search!

Summary

Name a page what it should rank for #SEO101 Rule

Use “Related” phrases as clarifiers

Semantic Search is increasingly important

Use your CMS to your advantage CMS’s generally use the Page Title as the page URL

Unique Resource Locator

www.weeklytimesnow.com.au/country-living/food/how-to-cook-beetroot/

#3 YOUR Content Isn’t The Most Relevant Result

(to a search engine)

Relevancy1. Mentioning a person, place, product,

or event doesn’t instantly make it the most relevant result

2. How many other websites publish the same content? Page 1 of 15,000,000

3. Why is yours different?4. Go “Hyper-Local” or niche if new site

Low Competition

What is a “High-Quality” page to Google?• Would you trust the information presented in this article?• Is this article written by an expert or enthusiast who knows the topic well, or is it more

shallow in nature?• Does the site have duplicate, overlapping, or redundant articles on the same or similar

topics with slightly different keyword variations?• Would you be comfortable giving your credit card information to this site?• Does this article have spelling, stylistic, or factual errors?• Are the topics driven by genuine interests of readers of the site, or does the site generate

content by attempting to guess what might rank well in search engines?• Does the article provide original content or information, original reporting, original

research, or original analysis?• Does the page provide substantial value when compared to other pages in search results?

Source - http://googlewebmastercentral.blogspot.com.au/2011/05/more-guidance-on-building-high-quality.html

#4 Know How To Search

Broad Searches generally wont surface your page content.

What ‘Should’ your page rank for?

Knowing How to SearchToo Broad: Google Shows a Variety of Search Results

SUMMARYHow to Cook Beetroot story IS NOT the most

relevant result for the search phrase “Beetroot”.

“Beetroot” is too broad a search phrase to trigger this as the most relevant result.

#5 Old Headline & Content Formulas Still Work

Headlines organize content by making a promise to the reader.

The body of your content delivers on that promise.


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Secrets of Headline Writing

Secrets to Headline Writing

1. Use the Who, What, Why2. Ask Questions 3. Use Numbers4. Power Words

What | Why | How | Q’s

• Why Android beat the iPhone• How the Internet Saved Comedy• What Japan can learn from Chernobyl• Have you been secretly penalized by Google• How to Cook Beetroot

Numbers Grab Attention

• 21 tactics to increase traffic• 3 predictions for SEO in 2015• 17 ways search engines value a link


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Use Pictures Photos Charts Artwork Video

• Don’t Buy Stock-Images• Don’t Steal Them Off Web• Don’t Use Parked Domain Girl

X


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Create Lists

Lists are building blocks of ideas. When we go to the grocery store, we don't write a story.

To communicate your thoughts quickly and effectively, nothing gets to the root of the

matter like a list can.


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Sub-Headings

If your text is longer than 250-400 words, you MUST use sub-headings.

We want things broken up logically and organised.


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It is the MOST relevant search result

• NAME - page is called what it should rank for• POPULAR - This is a popular exact phrase• URL – relevant section of the site (Food)• COMPETITION - Relatively few competing pages• HEADLINE - Question “How to…..”• LISTS - Contains Lists and Bold sections• IMAGE – called Beetroot Image• SEMANTICS - HOW to boil, oven roast, bake, steam and

microwave beetroot. ...Cook


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@BradForster | bradforster.org

Search & SEO Product Manager

SEO & Content Marketing | April 2015 bradforster.org Winning at SEO & Content Marketing.

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