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Hi, I’m Mordy Oberstein
Then Now
DID YOU KNOW
YOU ARE
WRITING
FOR TWO
AUDIENCES?
ON THE ONE HAND,
YOUR AUDIENCE MAY
ME THESE GUYS...
ON THE OTHER HAND,
YOU’RE ALSO WRITING
FOR THIS GUY

I’M TALKING ABOUT

WHILE YOUR AUDIENCE
MAY PREFER THIS:
GOOGLE MAY WANT
THIS:
HERE’S WHY

The ultimate title for your
tire marketing content:
Go for the Gold with
Goodyear!
Vs.
Goodyear Tires are
the Best – Buy Them!
HERE’S
ANOTHER ONE:
Say you’re writing a piece of content
highlighting how to do things you don’t
like doing
.
The Obvious Heading for Tip #1:
Just a Spoonful of Sugar
HERE’S WHAT
GOOGLE THINKS OF
YOUR “GREAT”
HEADING


. And from a search perspective, how
exactly does this help your content?
THE CATCH
22
ON THE ONE
HAND

What good is great content
that your readers can’t find?
ON THE OTHER
HAND

What good is content that
your readers can find but
won’t like?
HOW DOES GOOGLE
FIND RELEVANT
CONTENT?
It’s complicated but

Google (still) looks at titles and
headers (title meta tags, H1s, & H2s).
(Even considering that it can be argued
that titles and headers have lost
importance over time....)
THE PROOF IS
IN THE
PUDDING
If you are writing about a
“Content Strategy Plan”


 What word should be in
your title?
SO WHEN AND
HOW DO YOU
GO CREATIVE?
WITH TIPS ON:
‱ Creating interesting, yet “optimized”
titles
‱ How to go about balancing creative
vs. optimized H2s
‱ The storytelling process in
consideration of Google
MEET YOUR NEW BEST FRIEND
. TITLE TAGS!
HERE’S WHAT THE CODE LOOKS LIKE,
JUST IN CASE YOU WERE CURIOUS

REIN IT IN THERE FELLA
.
THERE ARE LIMITS!
YES, WE OFFER A
TOOL TO HELP YOU
WITH THIS TOO

Warning!
This slide contains an
unabashed sales pitch.
LET’S PLAY
THIS OUT

Content Topic: Making a wife happy
The Making of a Wife Happy –
5 Survival Tips Every Husband
Needs to Know
(H1)
How to Make Your Wife Happy
(Title Tag version)

 AND AS
SUBHEADINGS GO
(H2, H3, ETC.)
To go creative, or not to go creative

SPEAKING WORDS
OF WISDOM

LET IT BE
& go with something like:
Top Tips to Make
Your Wife Happy
Which in our case means:
Avoid a heading like:
Tips so That You
Don’t Miss with the
Mrs.
When it comes to writing headers for
the essential section of your content

cater to Google.
OR YOU COULD TRY TO MIX IT UP
At times, it is possible to create an
H2 that is both “Google discernable”
and catchy


 but don’t overdo it (no one
wants a ton of long headings).
A Hug a Day Keeps
Alimony Away – How to
Build a Healthy Marriage
“
“
BUT ALWAYS WALK
OFF IN STYLE
WHEN IT COMES TO STORYTELLING,
GOOGLE WANTS YOU TO
GIVE THE KIDS DESSERT FIRST
Good stories build up, they don’t show
their cards right off the bat (to use a ton
of idioms in one sentence).
Google thinks if it’s at the bottom, how
important can it be?
Conundrum. How do your
organize your content?
321
IN OUR CASE
YOU MIGHT
.
Start off with
some
stats on marriage
Offer some tips
on how a husband
might make
his wife happy
Bring in some research
on the effects
of a happy marriage
KICKING OFF WITH
GOOGLE IN MIND

Here’s what we would start with
should we optimize for Google:
How to Have a Happy
Marriage
WHY WOULD A
READER WANT TO
KEEP READING?
You’ve revealed your most important
piece of content right away.
Now what? How do you keep readers
interested?
I’LL TAKE
CREATIVE HEADINGS
FOR 500
This would be a good time to go with
a very, very, very catchy H2.
IN A CASE LIKE
THIS, AN IMAGE IS
EVERYTHING
Keep readers interested with a great image.
It’s a cheap trick, but it’s a good one.
BY THE WAY, YOU CAN
CAPITALIZE ON SHOWING
YOUR HAND EARLY
Build on the interest you just created
and extend it to another topic of
significance.
Something like:
Jackpot! The Happy Marriage
Wealth Connection
DON’T GET HUNG UP
ON “THE RULES”
These are not unbendable rules that you
always have to follow for content
success, but more general guidelines.
BUT ABOUT WHAT
WHEN PUSH COMES
TO SHOVE?
THIS LITTLE LIGHT OF
MINE

But hey, that’s just me!
MOST IMPORTANTLY, IT’S A MATTER OF MINDSET
BUT ALSO
A MATTER OF
PRACTICALITY
Write what you want
 then go back
and optimize/edit for Google.
CAN’T WE ALL JUST GET
ALONG?
There’s actually a great deal of
harmony.
Both writers and Google ultimately
want the same thing

Quality Content
THE END 
 THANK YOU!
@mordyoberstein

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How to Optimize Your Content Without Sacrificing Pizzazz

  • 2. Hi, I’m Mordy Oberstein Then Now
  • 3. DID YOU KNOW YOU ARE WRITING FOR TWO AUDIENCES?
  • 4. ON THE ONE HAND, YOUR AUDIENCE MAY ME THESE GUYS...
  • 5. ON THE OTHER HAND, YOU’RE ALSO WRITING FOR THIS GUY

  • 7. WHILE YOUR AUDIENCE MAY PREFER THIS:
  • 9. HERE’S WHY
 The ultimate title for your tire marketing content: Go for the Gold with Goodyear!
  • 10. Vs. Goodyear Tires are the Best – Buy Them!
  • 11. HERE’S ANOTHER ONE: Say you’re writing a piece of content highlighting how to do things you don’t like doing
. The Obvious Heading for Tip #1: Just a Spoonful of Sugar
  • 12. HERE’S WHAT GOOGLE THINKS OF YOUR “GREAT” HEADING
 
. And from a search perspective, how exactly does this help your content?
  • 13. THE CATCH 22 ON THE ONE HAND
 What good is great content that your readers can’t find? ON THE OTHER HAND
 What good is content that your readers can find but won’t like?
  • 14. HOW DOES GOOGLE FIND RELEVANT CONTENT? It’s complicated but
 Google (still) looks at titles and headers (title meta tags, H1s, & H2s). (Even considering that it can be argued that titles and headers have lost importance over time....)
  • 15. THE PROOF IS IN THE PUDDING If you are writing about a “Content Strategy Plan”
 
 What word should be in your title?
  • 16. SO WHEN AND HOW DO YOU GO CREATIVE? WITH TIPS ON: ‱ Creating interesting, yet “optimized” titles ‱ How to go about balancing creative vs. optimized H2s ‱ The storytelling process in consideration of Google
  • 17. MEET YOUR NEW BEST FRIEND
. TITLE TAGS!
  • 18. HERE’S WHAT THE CODE LOOKS LIKE, JUST IN CASE YOU WERE CURIOUS

  • 19. REIN IT IN THERE FELLA
. THERE ARE LIMITS!
  • 20. YES, WE OFFER A TOOL TO HELP YOU WITH THIS TOO
 Warning! This slide contains an unabashed sales pitch.
  • 21. LET’S PLAY THIS OUT
 Content Topic: Making a wife happy The Making of a Wife Happy – 5 Survival Tips Every Husband Needs to Know (H1) How to Make Your Wife Happy (Title Tag version)
  • 22. 
 AND AS SUBHEADINGS GO (H2, H3, ETC.) To go creative, or not to go creative

  • 23. SPEAKING WORDS OF WISDOM
 LET IT BE & go with something like: Top Tips to Make Your Wife Happy Which in our case means: Avoid a heading like: Tips so That You Don’t Miss with the Mrs. When it comes to writing headers for the essential section of your content
 cater to Google.
  • 24. OR YOU COULD TRY TO MIX IT UP At times, it is possible to create an H2 that is both “Google discernable” and catchy
 
 but don’t overdo it (no one wants a ton of long headings). A Hug a Day Keeps Alimony Away – How to Build a Healthy Marriage “ “
  • 26. WHEN IT COMES TO STORYTELLING, GOOGLE WANTS YOU TO GIVE THE KIDS DESSERT FIRST Good stories build up, they don’t show their cards right off the bat (to use a ton of idioms in one sentence). Google thinks if it’s at the bottom, how important can it be? Conundrum. How do your organize your content?
  • 27. 321 IN OUR CASE YOU MIGHT
. Start off with some stats on marriage Offer some tips on how a husband might make his wife happy Bring in some research on the effects of a happy marriage
  • 28. KICKING OFF WITH GOOGLE IN MIND
 Here’s what we would start with should we optimize for Google: How to Have a Happy Marriage
  • 29. WHY WOULD A READER WANT TO KEEP READING? You’ve revealed your most important piece of content right away. Now what? How do you keep readers interested?
  • 30. I’LL TAKE CREATIVE HEADINGS FOR 500 This would be a good time to go with a very, very, very catchy H2.
  • 31. IN A CASE LIKE THIS, AN IMAGE IS EVERYTHING Keep readers interested with a great image. It’s a cheap trick, but it’s a good one.
  • 32. BY THE WAY, YOU CAN CAPITALIZE ON SHOWING YOUR HAND EARLY Build on the interest you just created and extend it to another topic of significance. Something like: Jackpot! The Happy Marriage Wealth Connection
  • 33. DON’T GET HUNG UP ON “THE RULES” These are not unbendable rules that you always have to follow for content success, but more general guidelines.
  • 34. BUT ABOUT WHAT WHEN PUSH COMES TO SHOVE?
  • 35. THIS LITTLE LIGHT OF MINE
 But hey, that’s just me!
  • 36. MOST IMPORTANTLY, IT’S A MATTER OF MINDSET
  • 37. BUT ALSO A MATTER OF PRACTICALITY Write what you want
 then go back and optimize/edit for Google.
  • 38. CAN’T WE ALL JUST GET ALONG? There’s actually a great deal of harmony. Both writers and Google ultimately want the same thing
 Quality Content
  • 39. THE END 
 THANK YOU! @mordyoberstein