As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Learn how to:
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics,
he was a Lyft driver in SF, which is also how he ended
up as a KISSmetrics marketer. Whenever Thue is not
trying to automate everything around him, you can find
him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Andy Crestodina is a co-founder and the Strategic
Director of Orbit Media, an award-winning 38-person
web design company in Chicago. Andy’s a top-rated
speaker at national conferences. He is also the author
of “Content Chemistry: The Illustrated Handbook for
Content Marketing.”
ANDY CRESTODINA
Co-founder and Director, Orbit Media
@crestodina
14. AMIT SINGHAL
Google
“ We’ve been working on an
intelligent model...
that understands real-world entities
and their relationships to one
another: things, not strings.
22. website copyright copyright text
website footer examples
header and footer
website footer definition
at the bottom of the page
designing a website footer
fat footer
guidelines
standards
best practices
usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template
Semantically linked to “footer design”
1. SEMANTIC SEARCH
23. website copyright copyright text
website footer examples
header and footer
website footer definition
at the bottom of the page
designing a website footer
fat footer
guidelines
standards
best practices
usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template
Semantically linked to “footer design”
1. SEMANTIC SEARCH
25. 1. Find the words and phrases that are semantically
linked to the phrase you are targeted
2. Use those phrases within your content
Adapt to Semantic Search
1. SEMANTIC SEARCH
32. 1. Use sentences that include the complete
meaning
2. Include full questions and full answers
Adapt to Natural Language Search
2. DIGITAL ASSISTANTS, NATURAL LANGUAGE
39. 1. Format for Scanners
2. Add Multiple Images
3. Add Video
4. Internal Linking
5. Go Deep
5 Ways to Keep Your Visitors
3. IMPROVE USER INTERACTION SIGNALS
43. o Header and Subheaders
o Bullet Lists and Numbered Lists
o Bolding and Italics
o Internal Links
o Multiple Images
Types of Formatting
3. IMPROVE USER INTERACTION SIGNALS
44. source: How Little to Users Read? NN Group
Users have time to read at most 28%
of the words during an average visit;
20% is more likely.
Types of Formatting
3. IMPROVE USER INTERACTION SIGNALS
45. source: 2015 Blogger Survey
What Media are Bloggers Adding?
3. IMPROVE USER INTERACTION SIGNALS
64. Two Types of Social Media
4. BUILD A NETWORK OF CONTENT CREATORS
65. Two Types of Social Media
4. BUILD A NETWORK OF CONTENT CREATORS
66. Two Types of Social Media
4. BUILD A NETWORK OF CONTENT CREATORS
67. 1. Weekly Outreach Calls
2. Coffee, Lunch, Beer
3. Mastermind Groups
4. Office Hours
5. Attend Events
5 Ways to Build Your Network
source: 5 Ways to Produce Better Web Content, Orbit Media
4. BUILD A NETWORK OF CONTENT CREATORS
70. Content Marketing Mastermind
1. 59 minutes on Skype, Hangout or Blab
2. Once per month for one year
3. Agenda:
“What are you doing that we can promote”
“What are you writing that we can collaborate on”
“What are you doing to be more productive?”
“Anyone I know that you want to meet?”
4. Bring a guest each month
5. Miss it twice and you’re out!
4. BUILD A NETWORK OF CONTENT CREATORS
74. q Sit in the front row
q Ask a question during Q & A
q Thank them in person after the session
q Have them sign a book
q Ask if you can email them to get a contributor
quote later...
Tips for attending events
4. BUILD A NETWORK OF CONTENT CREATORS
75. 1. Quote and Mention
2. Contributor Quote
3. Roundup Posts
4. Deep Dive Interview
5. Invite to Guest Post
5 Ways to Collaborate
source: 5 Ways to Produce Better Web Content, Orbit Media
4. BUILD A NETWORK OF CONTENT CREATORS
88. Google’s Search Quality Guidelines!
source: Search Quality Evaluator Guidelines
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
89. 1. Content is “Front and Center”
2. EAT: Expert, Authoritative, Trustworthy
3. “Highly Meets” vs. “Fails to Meet”
3 Ways to Meet Google’s Guidelines
source: Brian Dean
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
90. “Is the content is at the top of the page?”
Put information high on the page, so visitors can
read without scrolling.
Content is Front and Center
source: Search Quality Evaluator Guidelines
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
91. "Can you trust the source of this content?”
• Expertise
• Authoritativeness
• Trustworthiness
Prove that you’re an expert, or "borrow" authority by
citing sources and other experts.
E-A-T the Results
source: Search Quality Evaluator Guidelines
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
92. “Does the content succeed at meeting the goals of
the visitor?”
Page should provide a comprehensive answer, truly
meeting their needs.
Create long, in-depth content that covers every
angle of your topic.
Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC