We are going to show you how you can break into page 1 - using content! Make sure you are using your content to your advantage when it comes to the SEO stakes!

1. 1
Breaking Google’s Top 10
ZAZZLEMEDIA
Advanced content optimisation

2. 2
Content reigns supreme.
ZAZZLEMEDIA

3. 3
De-cyphering Google.
ZAZZLEMEDIA

4. 4
Identifying opportunity.
ZAZZLEMEDIA
Where to focus first

5. 5
Get the basics right.
ZAZZLEMEDIA
F o c u s
p a g e
H e a d
k e y w o r d
O n - p a g e
e l e m e n t s
C o n t e n t
s t r u c t u r e

6. 6
We’re not here to be basic.
ZAZZLEMEDIA
Let’s take it up a level

7. 7
ZAZZLEMEDIA
TF-IDF
“Term frequency inverse document frequency (TF-IDF) measures how
complete a piece of content is, based on content depth and broad-
range of mentions of certain keywords within an article.”

8. 8
How it works?
ZAZZLEMEDIA
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
marketing web digital keywords links backlinks analysis meta tag h1 h2 page title
Keyword - SEO
TF*IDF (Web) Your Site

9. 9
Which pages do you
target?
ZAZZLEMEDIA
Pages losing traffic each month. Pages with high bounce-rate. Product pages struggling to rank.

10. 10
Get an average word
count.
ZAZZLEMEDIA
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Pos 1 Pos 2 Pos 3 Pos 4 Pos 5 Pos 6 Pos 7 Pos 8 Pos 9 Pos 10
Positions 1-10

11. 11
Expand your seed keyword.
ZAZZLEMEDIA
B e s t p l a c e s t o v i s i t
i n S p a i n
B a r c e l o n a
R e s t a u r a n t s
B e a c h e s
C i t i e s
? ? ?
? ? ?
? ? ?
? ? ?

12. 12
Find out what you’re missing.
ZAZZLEMEDIA

13. 13
Develop keyword
mentions.
ZAZZLEMEDIA
Once you know what keywords are being most commonly used in
comparison with your ranking URL, you can very quickly begin to
establish where your opportunities are for strengthening your content.
For example, based on the output of keywords, we know we need to
mention the following keywords more:
• Madrid
• Seville
• Barcelona
• Spanish
• City

14. 14
Avoid cannibalisation.
ZAZZLEMEDIA
Article
about
Spain
Article
about
Madrid
Shared
Keywords

15. 15
Target featured snippets.
ZAZZLEMEDIA
P i c k a p a r t
t h i s c o n t e n t
t o s e e h o w
t h e y ’ r e
b e i n g
t a r g e t e d !

16. 16
Validate your content.
ZAZZLEMEDIA
• Subject hierarchy
• Content structure
• Visuals
• How interactive the content is
• Internal links
• CTAs
• Featured snippet opportunity
• Answer the Public and People Also Ask
Don’t let the tools do all of the work.

17. 17
ZAZZLEMEDIA
Content SILOs.
“The method of grouping related content to establish the website’s
keyword-based topical areas or themes.”

18. 18
Content SILOs.
ZAZZLEMEDIA
An example content SILO for Spain holidays could look like this.
S p a i n H o l i d a y s
( m a i n s e a r c h
t e r m )
B e a c h e s S h o p p i n g F o o d a n d D r i n k
S u b -
t o p i c
1
S u b -
t o p i c
2
S u b -
t o p i c
1
S u b -
t o p i c
2
S u b -
t o p i c
1
S u b -
t o p i c
2

19. 19
Parental SILOs.
ZAZZLEMEDIA
D i r e c t o r y &
b r e a d c r u m b s

20. 20
Relationship SILOs.
ZAZZLEMEDIA
H o r i z o n t a l
a n d
v e r t i c a l
l i n k i n g

21. 21
Benefits of using a SILO.
ZAZZLEMEDIA
• Connect relevant pieces of content
• Strengthens the overall PageRank for your top landing pages
• Naturally begin to rank for longer-tail terms
• You create a logical hierarchy for crawlers
• You retain link equity within each cluster of topics
• Highly likely to create sitelinks for branded searches

22. 22
Negatives of using a SILO.
ZAZZLEMEDIA
• If your content and linking structure isn’t managed, you can begin to spread
link equity too thin
• Cross-themed internal links can dilute topical relevance
• Creating a strong SILO requires a heavy focus on content to build the
foundations
• Topical restraint on user experience

23. 23
Importance of testing.
ZAZZLEMEDIA

24. 24
ZAZZLEMEDIA
Anchor text
optimisation.
“An exact match anchor text has the same keywords highlighted as
the targeted keyword of a web page.”

25. 25
Vary your anchor text.
ZAZZLEMEDIA
Varying your anchor text allows you to target different variations of your main
keyword. This will help show Google that your main keyword is relevant to a
number of short, medium and long-tail phrases.
N ake d B r and N at ur al Exact
Par t i al L SI G e ne ri c B l e nde d

26. 26
Find your authority pages.
ZAZZLEMEDIA
Find which pages have the most external and internal equity, and then decide if
you:
• Need to build more internal links to these pages
• Use these pages to boost your link equity from the beginning

27. 27
Don’t overuse authority.
ZAZZLEMEDIA

28. 28
Using exact match.
ZAZZLEMEDIA
P h r a s e
L a n d i n g P a g e E x a c t
L S I
B r a n d e d
E x a c t
E x a c t
E x a c t
B r a n d e d

29. 29
Finding the perfect balance.
ZAZZLEMEDIA

30. 30
The typical results trend.
ZAZZLEMEDIA

31. 31
Test, test, test.
ZAZZLEMEDIA
There isn’t a blanket strategy which works in every niche. It takes testing and
iteration to understand what works.
Things to test:
• Anchor text distribution (% of anchor phrase used)
• Number of links pointing to your main landing page
• Type of anchor text used (find the perfect balance)
• Number of internal links per page
• Location of internal links on a page

32. 32

33. Remember to take a picture of my
QR code.
On the LinkedIn app, touch the QR
icon at the right hand side of the
search bar. Now use your camera
to take a picture of my code, and
we will be connected!
Hope you enjoyed the webinar, and
if you have any questions please
get in touch on LinkedIn.