Cách viết content chuẩn SEO

1. Content Marketing Can Help Your Business
In this lesson let's learn how content marketing can help your business! Content marketing is
a practice that's spreading far and wide throughout the web marketing world. It's getting a lot
of traction and there are reasons why. Let me explain through an example.
Example
Let's say we've got ABCRealEstate.com. ABC Real Estate has got content that's exclusively
built right on their website. This site has a homepage, contact page, an about page and they
some of the their listings. Let's just say ABC is designed exclusively for potential customers
to find them and for their current customers to browse property. They're attracting these two
groups. The goal of the site is to show off the business.
Next we have have ElijahsHouseHunters.com. Elijah has got a blog, neighborhood maps, a
stats page showing what's going on in the Seattle market, prices trends, and what the medians
used to be and are expected to be in the near future. Elijah has some tips for house sellers and
house buyers. There is also a bunch of information about contacting them and other
recommended providers.
Content Spreads
Elijah's content is really designed to help anyone with an interest in the Seattle real estate
market. It's not just for current customers, it's also helpful for press and bloggers, other real
estate professionals. If the site is crafted correctly these industry influencers going to say,
"Hey, you should go check out Elijah's House Hunters site. He's actually got a ton of great
information about the Seattle market. That's the place to go." Your content helps your
business spread. A much larger group of potential customers will be exposed to this site, not
just directly, but through these other channels.
This is the goal of content marketing. It's to make your website a hub, a destination beyond
just the direct value that your business provides, so that you can earn referrals, word of
mouth, traffic from search engines, from social media sites, from all the ways that links can
be seen and shared on the web through inbound channels.
Brand Impression
We're trying to create a relationship and a brand impression prior to a direct engagement.
When someone comes to a website, they get a real sense for who you are and what you do.
Most importantly, they learn how you can help them. This happens all the time to us at Moz.
We have a popular blog and a great Q&A forum and lots of interesting content about ranking
factors, algorithm histories, and we get a ton of people who say, "You should check out Moz
for marketing software," even if they've never used us. They're familiar with us through our
content.
Moz also tries to drive some secondary signals. These are things like links, social shares,
mentions, etc. They're going to help us to rank higher in search engines, because they're all
things search engines want to measure.

2. A smart thing to do is focus your content in a place that you're uniquely qualified to create or
where you believe you can build outstanding value.
Also, content should appeal to your audience and to their influencers in a way that makes
those people want to do business with you. Make them want to connect with you even if they
have no reason to. You want to create the kind of content where someone comes and says,
"Elijah's House Hunters, that's just a great website. If I ever need something, and I might not
for another five or ten years, but if I ever do, I want to go there. I'm going to tell my cousin
and my friends and my coworkers that they should check him out too."
Lastly, you want something that's likely to be promoted through channels where your
audience participates. This might mean thinking about the type of content you're creating, the
style, the focus, thinking about what you're actually going to put in there, and what network
to share it all on.
Have some feedback or lesson ideas? Let us know!
Creating Successful Content
In this lesson we're talking about creating successful content.This is important because in
SEO and marketing we create a lot of content, and a lot of it just isn't that good.
There's a huge gap between doing keyword research and putting words or a video on a page
that are good enough for people to share. We see a lot of bad content on the Internet and
that's not what we want to create or see. We want to create content that people are spreading
around, because spreading the love helps our marketing message and our brand.
At Moz we create a lot of content and researched what makes content successful. One
researcher in particular we like is Jonah Berger who did a study of New York Times articles
that get the most email. He found certain content that gets shared have some common
characteristics.
Emotional Engagement
One of the most important characteristics of successful content is creating emotional
engagement. That means when your visitor lands on a page there is an actual emotional
connection to that content and not just any emotion.
Researchers have found that high arousal emotions do much better than low arousal
emotions. Things like awe, anger, anxiety do much better than sadness or melancholy, which
are kind of boring and don't get shared.

3. We've also found that positive emotions get shared more then negative emotions. If you're
preaching abundance, if you have content that enables people, or it shows you all the riches
of the world and enriches your life you're more likely to be successful.
Practical Utility
Creating useful content is some of the best content to create and it gets a lot of mileage. At
Moz we do a lot of practical utility content, including Moz Academy, the video that you're
watching right now. We like content that shows you how to do something. This content
enables you and enables others to do useful things, so you tend to want to share it.
Perceived Value
As content creators, one of the easiest things we can manipulate and change is perceived
value of our content. It's important that the content is good, but we can make it seem better
and get the most mileage out of it. It's like cleaning your car to make it look as good and
shiny as it possibly can. For the web it includes things like making sure you have good web
design or a nice user experience.

4. Author fame is also a good way to create value. If you have someone famous at your
company who can attach their name to content is going to make it go a lot further than
someone who's unknown in the industry.
Social proof and publisher reputation are the name of the game. When you land on those
pages and you see those great social shares, all those tweets, Facebook likes, it seems more
valuable than something with no social proof. and it's much more likely to be shared and
spread than content without shares.
Visibility
Finally, once you create this great content, you want to make sure it's visible. Many people
make the mistake of making great content and no one ever sees it. That means really simple
things like just making sure it's at the top of your page or putting it on your homepage.
Highlighting your best content on your sidebar and then try marketing tactics like social
outreach/networking, traditional outreach emails, asking your contacts to share your content,
and any other form of marketing your content.
Have some feedback or lesson ideas? Let us know!
Advanced Content Promotion
Hi everybody. Welcome to another episode of Moz Academy. Today, we're going to be
talking about advanced content promotion. Now, this is exciting stuff because you've made
your content, you've researched it, you've put it online and now it's time to start earning links
and mentions and get that content in front of as many eyeballs as you possibly can.
The Golden Rule
Now, a lot of people stumble here because it's really hard. They make the content, and they
find that people just don't want to share it. They don't want to promote it, and they reach a lot
of dead ends.
So there is this golden rule of promoting content, and that is the difficulty of promotion is
inversely related to the quality of the content that you've created. Basically, the higher quality

5. the content, the less hard it's going to be to share. So, if you find that you're having a hard
time promoting your content - getting it in front of people - perhaps you didn't spend enough
time on this step and you need to go back and create higher quality content. But if you've
invested that time, then you need to get ready to get that content out there in front of people.
Now, here is where a lot of people make a mistake. The goal is links and mentions, but the
smart content marketer doesn't start there. They start at the very top of the funnel, which is
distribution. Then you want shares, which lead to influencer eyeballs, and then links and
mentions.
As long as you work in these first three areas, it eventually leads to links and mentions, and
that's what distinguishes advanced content marketers to amateurs. The amateurs will start at
links and mentions and they'll usually fail. The smart people usually start with distribution,
shares or influencer eyes, and they push as much effort as they can into those channels, which
eventually leads to links and mentions, which is the ultimate goal for you.
The Tips
So we have a few quick tips. We won't have time to get into everything, but just we want to
give you a brief overview of what advanced content marketers will try to accomplish.
First of all, how do you know that the content that you produced is going to get shared in the
first place? Well, what a lot of successful agencies and smart SEOs do, is they actually pitch
before they create the content.
Guaranteed Content Distribution
So let's say that you have an idea for an infographic and you want it to be shared as widely as
possible. You can contact people, say at Wired or Mashable, and see if they will want to put
it in their publication before you even produce it. That way, if you talk to a lot of journalists
or a lot of website owners, you can find out if they're going to link to you and if they're going
to publish the infographic.
Now, you may not have contacts at Wired or Mashable like a lot of successful agencies do,
but you can find websites in your niche that are a little more appropriate for you, maybe a
smaller audience. But get the guarantee before you even create the content. That is
guaranteed content distribution, and that really helps a lot. That way you don't waste effort.
You get a guaranteed return of investment on all your efforts.
Involve Collaborators Early
The second is to involve collaborators early. When you're creating your content, you want to
be getting feedback from other people in your industry. Here you're not asking for shares or
links. You're asking for feedback. Then when you do release your content, you let those same
people know that the content is ready. Because they gave you feedback in the early stages,
they're much more likely to share it with their social network and publish it on their website.
You never ask for a link or mention. You just ask for feedback, and that worked really well in
getting that distribution.

6. This is another sort of golden rule that you always follow. You never want to ask for the link.
You always want to ask for the share. So, when you're reaching out to people in your network
- influencers that you can find on tools like Followerwonk or other tools like that - you
always want to ask for the share. You want to get as many eyeballs on your content as
possible, which will eventually lead to the links. People are much more likely to share. It's
highly unlikely that people will just link to you out of the blue. But to give you a tweet, give
you a mention in their newsletter or something like that, they're usually a little more excited
about. Asking for a link sometimes can come off as a little spammy, but asking for a share,
everybody's usually willing to do that.
Paid Distribution
Finally, if you've explored all these other options, it's usually worth your while to explore
paid distribution. Sometimes paid channels give you a little kick-start to your content
marketing efforts. That's going to be things like social media, paid tweets and paid Facebook
shares. Even Google+ has a platform now for doing that. But there are also some other
platforms, such as Outbrain, StumbleUpon and Zemanta. Again, you're not looking for the
links in this area, you're looking for the distribution. You want as many clicks and eyeballs
on those things as you can that eventually lead to wide distribution for all that.
That's all for today. Thanks everybody.
Metrics for Creating Successful Content
In this lesson we'll learn about metrics for content's success.
Metrics are important, because we tend to improve the things that we measure. If we measure
the wrong things, we tend to improve and work on the wrong things. This is so common in
online marketing that it's really worth paying attention to so that you know you're putting
your efforts into the right things.
We can think of content metrics as sort of a funnel, sort of a conversion funnel because they
all lead to an ultimate goal.

7. Consumption Metrics
The first metrics are consumption metrics. These are simply how many people are consuming
your online content, such as page views and visits. Unfortunately, people tend to focus a lot
of their attention here.

8. In the startup world these are sort of known as vanity metrics because they really don't mean
anything. Sure you have a million page views, but did it lead to dollars? Did you get any sales
on that? Was it just empty visits?
Engagement Metrics
You really want to start focusing on your engagement metrics. These metrics measure how
people are actually interacting with your content. Beyond just looking at, are they consuming
it? Are they looking at pages on your site? Are they looking at more than just one page?
Some of these important engagement metrics include bounce rate, PPV, time on site, and
time on page. You really want to take a look at how people are diving into your content and
make sure they're not just looking at a page, that they're actually consuming it.
There's a big misconception about bounce rate; that a high bounce rate is bad. That means
that people are looking at one page on your site and leaving, which isn't as important as
people getting the answers they're looking for before they leave. Say someone is searching
Google, then comes to your site. Here they get the answer and then they leave, which isn't not
necessarily a bad thing. What you want to do is make sure they're not searching on Google,
looking at one page of your site, not finding what they're looking for, and then doing another
search on Google, because that sends signals to Google that your site isn't the best to rank for
a term.
Sharing Metrics
Now that people engage with your content, they should want to share it. Here you're looking
at things like social shares. Is it shared on Google+, LinkedIn, Facebook, Twitter? Are you
earning links from it? You can look at data with tools like Open Site Explorer, to see if
people are linking to your content. If you want to find out where people are talking about
your in the news or on blogs you can use tools like Fresh Web Explorer.
Both engagement and sharing metrics improve your SEO. The better you get here, the more
you're going to probably rank higher.
Conversion Metrics

9. The most important part of the funnel gets us into conversion metrics. This is where your
dollar signs are and you want to make sure these are clearly defined before you start any
project. Ask yourself things like: Am I selling software? Am I getting ad clicks? Am I getting
a certain amount of leads?
If you start here, the rest of these fall in place. Start at the base of your pyramid and work
your way up to the content metrics so that you know you're focusing on the right thing.
Have some feedback or lesson ideas? Let us know!
What Content Should I Consider Creating?
You know what time it is? It's time to learn about the forms of content should consider
creating.
Blogs
Blogs are a very popular way to create content. Most people think about blogging when they
enter into the content strategy/content marketing realm. Blogs are updated at regular
intervals. They have a lot of preexisting familiarity and traction in the market, meaning that if
you do content creation on there, people are very familiar with the format.

10. A cool part of blogging is commenting, guest posts, and you can create track-backs. There's a
lot of integration of blogs into the fabric of the community of the web, which can be very
helpful to help earn that early traction. When done right, blogs are inherently SEO-friendly
and social sharing-friendly.
The challenge with blogs is that they require regularly updated content. You probably don't
want to create a blog if you only post once every month. This take up a lot of time and can
push great content below the fold on your site.
Data
Research stats, graphs, and charts, are awesome content. Look at all of your data sources and
imagine they could be an infographic, then create it. It could be a single chart. It could be a
collection of research data. In the search engine world, there are lots of things like eye-
tracking charts and click-through rate charts, and things that are showing data in unique
formats. People love this.

11. They're powerful for earning links and citations. There's a barrier to entry from a data
collection, analysis, and publications standpoint, because it's very challenging track success
as the content spreads. It can become a competitive advantage if you can do some excellent
tracking.
Pictures
Photos, graphics, and visuals tend to be shared a lot on the internet. They make their way all
over places like Twitter, Facebook, Pinterest. The challenge is they often have low
engagement. Someone looks at them for three or four seconds, then they click the Back
button.

12. Video
Video has a strong branding impact. On Moz's own blog an average post tended to
outperform Whiteboard Friday. Soon Whiteboard Friday got popular and started to perform
just as well. The time on-site and the engagement that people have with Whiteboard Friday is
a much stronger one than what they'd have with a standard blog post. You watch Whiteboard
Friday and you have a memory of this weird looking, bearded guy telling you about
marketing things.
Video is also sharable across platforms. It can perform on multiple platforms. Remember that
video often doesn't get engaged with. A lot of people won't click that initial video and this
can bring down that sharability and that virality it's exceptional.
Video is extremely hard to do well. It's hard to write good scripts. It's hard to find good
people to present. It's challenging to get all of the words out correctly. It's challenging from
an editing standpoint and a production standpoint.
There are just all sorts of things that make it a strong barrier to entry. If you have those skills,
video can be quite good, and if you don't, video can be really tough.
One of the unique things about video is that it can reach YouTube's powerful and very large
audience. Remember that YouTube is the world's second largest search engine! It gets a
billion plus searches a day.
Interactive Content
Interactive elements, tools, or calculators are very powerful, because they create excellent
engagement.

13. This could be a calculator that helps calculate taxes or mortgage rates. It could be a link graph
tool, like Moz's Open Site Explorer. Something like Vizify that takes your social networks
and creates awesome landing pages is great too.
These drive a lot of links, shares, and word of mouth if they are done really well. The
downside is it's hard to do them well, as hard as video, sometimes harder depending on who
you are and your skillset.
Choosing the Right Content
When you're considering what content form you should produce you need to ask, "what are
my skills, abilities and resources?" If you have a lot of money, a have a nice film studio, a
great camera, and a great crew video might make sense. If I don't have those resources,
maybe it makes less sense.
You should consider your audience's needs and their preferences for consumption. People
who are professionals at work in the banking industry don't watch a lot of video at work. In
fact, for many of them, YouTube is actually banned at work or for people who are on a
mobile device, video can be frustrating. Be considerate and empathetic towards their needs.
You should be thinking about the uniqueness of the value that the content provides. Don't ask
if this is a really good video, but how is it uniquely better?
How is this video uniquely better than all the blog posts you could read or the infographics
you might see? There has to be something unique about it, or it's not going to perform well.

14. Finally, analyze the ability of the content to perform on the chosen channels. If you're doing a
lot of content creation for SEO, you should be thinking strongly about, link back attribution
when dealing with any content.
Have some feedback or lesson ideas? Let us know!