Smx west-content-king-david-waterman
Transcript of Smx west-content-king-david-waterman
Content Isn't Just King, It's Also Queen & Ace
by: David Waterman@SEOWaterman
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Content CAN be king…
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But it’s not always worthy of being king.
Well I didn’t vote for
you!
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You need to have your court in order…
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If you want to be successful in your quest…
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And not be taunted by the French.
How NOT to Be Taunted by the French
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You need to have a plan
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Coming up with your plan…
• Think Beyond the Blog!
• Identify Your Content Concept
• Give Your Content a Home
• Call Out the Conversion Path
• Optimize
Think Beyond the Blog!
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Think Beyond the Blog!
Don't say "Hey! Let's create a blog!". - Have a real content strategy.
Ask Yourself…• What is the objective of creating content?
• Who is the target audience?
• How will the brand tie into this content?
• King of the who?
Identify Your Content Concept
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Identify Your Content Concept
Don't write like the wind. - Have a clear direction.
Ask Yourself…• What is the tone of this content?
• What is the unique aspect of it?
• Who will write this content?
• What is my name? What is my quest? What is my favorite color?
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Give Your Content a Home
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Give Your Content a Home
Don't just shove your content into your site.- Give it a real home.
Ask Yourself…• Do we create a separate category for this new content?
• What on-going tech resources are needed to support this content?
• Is our website a silly place?
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Call Out the Conversion Path
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Call Out the Conversion Path
Don't expect your content to convert on it's own. - Create the conversion path.
Ask Yourself…• How will a reader end up buying my product/services via this content?
• Does the content actually prohibit conversions?
• What is the airspeed velocity of an unladen swallow?
Optimize
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Optimize
Content may be king, but the Title Tag is still a ranking factor.
Ask Yourself…• Does my content have Meta Data?
• Did I do any keyword research to match user intent?
• Am I trying to cut down the mightiest tree in the forest with a herring?
In Conclusion…
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Conclusion
• Just because some watery tart gives you a sword doesn’t mean you’re content is king
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Conclusion
• Just because some watery tart gives you a sword doesn’t mean you’re content is king
• The French will taunt you if your content plan sucks
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Conclusion
• Just because some watery tart gives you a sword doesn’t mean you’re content is king
• The French will taunt you if your content plan sucks
• Camelot is a silly place, so don’t put your content there
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Conclusion
• Just because some watery tart gives you a sword doesn’t mean you’re content is king
• The French will taunt you if your content plan sucks
• Camelot is a silly place, so don’t put your content there
• If the Black Knight is blocking the conversion path in your content, just cut off his arms and legs
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Conclusion
• Just because some watery tart gives you a sword doesn’t mean you’re content is king
• The French will taunt you if your content plan sucks
• Camelot is a silly place, so don’t put your content there
• If the Black Knight is block the conversion path in your content, just cut off his arms and legs
• Content optimization has nothing to do with shrubberies, cutting down a tree with a herring or putting the keyword “Ni” in your Title tag.
The End@SEOWaterman