Fantastic Content & How to Optimize It @MERGE!
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How to create and optimize content so it helps you achieve goals (business, SEO, and conversions) and reaches its target audience. Presented by Danny Goodwin at MERGE in Orlando, FL on Oct. 15, 2017.
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Fantastic Content & How to Optimize It @MERGE!
- 1. Your Definition of “Fantastic Content” Is Wrong @MrDannyGoodwin
- 5. Let Me Fix That For You “Quality IS a matter of judgment from web searchers and search engines!” – Danny Goodwin, Search Engine Journal Executive Editor @MrDannyGoodwin
- 6. Traits of Fantastic Content? Accurate Mobile-Friendly Answers Questions Informative @MrDannyGoodwin Original Shareable Solves Problems Inspiring Readable Visual Entertaining Educational
- 7. Google on Valuable Content https://support.google.com/webmasters/answer/6001093?hl=en @MrDannyGoodwin
- 9. Fantastic Content It doesn’t matter how much effort you put into creating your content. (hours, budget, etc.) All that matters is what you get out of your content. (results!) Your results define fantastic content @MrDannyGoodwin
- 10. @MrDannyGoodwin https://www.inc.com/larry-kim/what- quality-content-really-looks-like-today.html
- 11. 3 Elements of Fantastic Content 1. Goal 2. Target 3. Content @MrDannyGoodwin
- 12. Fantastic Content and How to Optimize It @MrDannyGoodwin DannyGoodwin October15,2017
- 13. @MrDannyGoodwin
- 14. 1. Fantastic Content Helps You Achieve Your Business Goals @MrDannyGoodwin
- 15. What Are Your Business Goals? • Attract new customers/subscribers/users • Retain existing customers/subscribers/users • Dominate your market/niche • Increase brand awareness and affinity @MrDannyGoodwin
- 16. @MrDannyGoodwin
- 17. OKRs – Objectives & Key Results • Define 3-5 Objectives (Quarterly) – think BIG! • Pick 3-5 ways to measure your progress toward each objective • Score on a scale of 0 to 1.0 (or 0 to 100) • Share/assess results with team. Repeat. @MrDannyGoodwin
- 18. OKRs Example • Objective: Reach 1 million pageviews in Q4 • Key Results: 1 Publish a guide/post that attracts 10K pageviews. 2 Increase publishing frequency from 30 to 40/month 3 Quote influencers 1x/day to increase reach @MrDannyGoodwin
- 19. Remember Content that doesn’t help you achieve business goals has zero value @MrDannyGoodwin
- 20. 2. Fantastic Content Helps You Achieve Your SEO Goals @MrDannyGoodwin
- 21. What Are Your SEO Goals? • Drive more traffic to your website • Maximize your search ranking and visibility • Reputation management @MrDannyGoodwin
- 24. What Are Your Conversion Goals? • Purchase (new / returning) • Lead generation (webinar, content download, trial, demo, etc.) • Subscribers (social, email newsletter, podcast, etc.) @MrDannyGoodwin
- 25. In Summary: Your Goals • Optimized content will bring people to your website. @MrDannyGoodwin
- 26. In Summary: Your Goals • Optimized content will bring people to your website. • But what do you want these people to do NEXT? @MrDannyGoodwin
- 27. In Summary: Your Goals • Optimized content will bring people to your website. • But what do you want these people to do NEXT? • How do you bring them back? @MrDannyGoodwin
- 28. Make sure every piece of content has a purpose! @MrDannyGoodwin
- 29. 4. Fantastic Content Has a Target Audience @MrDannyGoodwin
- 30. "To educate and empower the SEO community by providing the freshest news and latest best practices via the industry’s smartest practitioners." SEJ’s Mission Statement @MrDannyGoodwin
- 31. Persona 1 (Homer S.) PROFILE • Homer S. is a 39-year-old nuclear safety inspector with 3 children – ages 10, 8, and 1. He has been married to his wife for 11 years. Earns $60K per year. WHERE HE HANGS OUT ONLINE • Oogle • SpringFace @MrDannyGoodwin HOW HE FOUND US: • Referred by school principal • Reading blog posts/content • Oogles us (to make sure we’re legit) • Calls for consultation • WHAT HE WANTS • Big cash settlement • To feel smart • Not to go to jail (again)
- 32. Persona 1 (Homer S.) PAIN POINTS • Drunk driving • Grand theft auto • Speeding • Chief Wiggum • The boy • Stupid Flanders @MrDannyGoodwin WHY HE HIRES US • Flat fees • Strong online presence • An exquisite faux pearl necklace • Made him feel S-M-R-T, I mean S-M-A-R-T
- 33. What People Search For Use free keyword tools @MrDannyGoodwin
- 36. Google @MrDannyGoodwin Analytics Autocomplete Keyword Planner News People Also Ask Related Searches Search Console Trends
- 38. Give ‘em What They Want All of this search and user data tells you what people want/need. @MrDannyGoodwin
- 40. 5. Fantastic Content Is Findable @MrDannyGoodwin
- 41. @MrDannyGoodwin What Do You Want Your Users to Do? https://hallanalysis.com/2016/09/12/rethinking-information-architecture-seo-content-marketing-mozcon-2016/
- 42. Task Completion • Make your content easily findable from search. • Make your content easily findable on your website. • Make your customers DO what you want them to DO. @MrDannyGoodwin
- 43. 6. Fantastic Content Is Memorable @MrDannyGoodwin
- 44. @MrDannyGoodwin
- 45. • Strong emotional experience • Interactivity • Visuals • Tells a great story • Make people feel something (ideally positive!) @MrDannyGoodwin Oh My! George Takei & Microsoft HoloLens
- 46. In Summary: Your Target • Know what your audience wants/needs, and how they search. @MrDannyGoodwin
- 47. In Summary: Your Target • Know what your audience wants/needs, and how they search. • Guide your audience toward conversion. @MrDannyGoodwin
- 48. In Summary: Your Target • Know what your audience wants/needs, and how they search. • Guide your audience toward conversion. • Make sure they remember you. @MrDannyGoodwin
- 49. 7. Your Content Will Fail More Than It Succeeds @MrDannyGoodwin
- 50. Find (More) Content Anomalies @MrDannyGoodwin
- 51. @MrDannyGoodwin
- 52. @MrDannyGoodwin
- 53. Do a Content Audit • Determine content winners and losers. • Edit, rewrite, or update your outdated content. • Find ways to repackage content with historical value or drive fresh traffic to it. • Delete terrible content. Start with bottom 20 percent. @MrDannyGoodwin
- 54. @MrDannyGoodwin Moz Deindexed 70,000+ Pages – @BritneyMuller
- 55. 8. Fantastic Content Needs a Great Headline @MrDannyGoodwin
- 56. Your Content Is Only as Good as Your Headline • Click-through rate (indirectly) can impact rankings. • No clicks, no traffic. • No people visiting = no links / shares / rankings. @MrDannyGoodwin
- 57. @MrDannyGoodwin
- 58. @MrDannyGoodwin Which Headline Got the Most Clicks?
- 59. @MrDannyGoodwin
- 61. If You Don’t Test, You Don’t Know • A great score doesn’t correlate with traffic / rankings / shares • A great headline won’t save poor / untargeted / generic content • You’re biased – unlike your audience • While imperfect, headline analyzers can help you write better headlines. @MrDannyGoodwin
- 62. Headline Optimization Plugins • KingSumo (paid) • Title Experiments Free (also a PRO paid version) • Thrive Headline Optimizer (paid) • Build your own @MrDannyGoodwin
- 63. 9. Fantastic Content Needs Links @MrDannyGoodwin
- 64. 10. Curate Awesome Content • Your content or other’s content (or a mix) • “Best of” / “week in review” posts • Social media reaction pieces @MrDannyGoodwin
- 65. 9. Give Away Tools • Calculators (loan, retirement, CPC) • Plug-ins (browsers, WordPress) • Research (keywords) • Analysis (headlines) @MrDannyGoodwin
- 66. 8. Go Off on a Rant • It’s all about the feels (hate, love, sad) • Back up your argument with facts/data! • Don’t overdo it @MrDannyGoodwin
- 67. 7. Publish Original Data/Research • Studies, polls, surveys • Test theories / common wisdom / experiments • Make it a newsworthy resource others will write about (and link to) @MrDannyGoodwin
- 68. 6. Educate Your Audience • How / Why / What • Ideas • Tips / Hacks • Best Practices @MrDannyGoodwin
- 69. 5. Compile Statistics • People love to cite statistics to make a point/case • People link to stats roundups rather than hunting down the original source (People are lazy) • Bringing together related stats scattered across the web is good for your audience @MrDannyGoodwin
- 70. 4. Answer Questions • Google wants to provide searchers with answers (not more questions) • Avoid asking obvious questions in headlines (that a reader can answer with “yes” or “no”) • Be the best answer to the question. @MrDannyGoodwin
- 71. 3. Create ORIGINAL Infographics • Good design (color, fonts, images, etc.) • Be useful / helpful • Can you turn other types of popular content into infographics? @MrDannyGoodwin
- 72. 2. Cover Industry News • Be fast (but be accurate!) • Look for a unique angle (if you’re late to the party) • Provide context – the “why” and potential impact/meaning • Add original reporting whenever possible @MrDannyGoodwin
- 73. 1. Build Your Personal Brand • Look for guest writing opportunities • Write and share fantastic content on social • Webinars, podcasts, interviews (media/bloggers) • Speak at industry conferences or events @MrDannyGoodwin
- 74. In Summary: Your Content • Try. Fail. Try again. Fail better. @MrDannyGoodwin
- 75. In Summary: Your Content • Try. Fail. Try again. Fail better. • A/B test your headlines! Stop guessing, use data. @MrDannyGoodwin
- 76. In Summary: Your Content • Try. Fail. Try again. Fail better. • A/B test your headlines! Stop guessing, use data. • Use content types and formats that attract traffic, engagement, and links. @MrDannyGoodwin
- 77. Fantastic Content Is • Useful • Inspirational • Memorable • Findable @MrDannyGoodwin • Purposeful • Targeted • Optimized • Successful
- 78. @MrDannyGoodwin Your Judge & Jury: Searchers & Search Engines
- 79. THANK YOU! linkedin.com/in/dannygoodwin/ @MrDannyGoodwin danny@searchenginejournal.com SEE THIS PRESENTATION AGAIN: Get it here: www.searchenginejournal.com/seo-101/ New SEJ Guide! SEO 101 Learn the Basics Of Search Engine Optimization