Balancing Sticky Content and SEO Two Pens
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SEO is the Holy Grail, right? But wait, what if your aim is to deliver great content that keeps people reading while helping search engines find you? Turns out you can do both but you have to experiment. If you deliver what the reader wants, Google will be happy and you can be proud of your work.
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Balancing Sticky Content and SEO Two Pens
- 1. BALANCING STICKY CONTENT WITH SEO Emily Warn and Cynthia Hartwig June 14, 2013
- 2. “I have been complimented many times and they always embarrass me; I always feel that they have not said enough.” I have been complimented many times and compliments always embarrass me; I always feel that compliments have not said enough. WHAT IF MARK TWAIN OPTIMIZED FOR SEO?
- 3. SEO & CONTENT SYNERGY SERP Headline ParagraphURL Image Keywords & Social signals
- 4. • Keyword tools • Social Media Analytics tools: • Listen to customers: • Listen to the competition • Do your research: FIND OUT HOW YOUR CUSTOMERS THINK!
- 5. KEYWORDS + KEY CONTENT = OSCAR WINNER URLDirector •Most important for SEO HeadlineBest Actress •Grabs Attention First ParagraphSupporting •Makes them stay Social SignalsAudience •Recommends to friends
- 6. SEO & CONTENT SYNERGY SERP Headline ParagraphURL Image Keywords
- 7. • Set tone: Funny, personal, authoritative, inspiring • Know who you‟re talking to • Make people curious: I want to learn that. Click. • Stay true: Make a promise and keep it THREE-SECOND RULE FOR HEADLINES
- 8. Empathize with customers‟ problem Emily Warn Managing Editor
- 9. Entertain through the unexpected
- 10. POSE A CHALLENGE BY ASKING A QUESTION Daniel Russell LifeHacker Via SearchResearch.com
- 11. 1ST PARAGRAPH HAS SUPPORTING ROLE SERP Headline ParagraphURL Image Keywords
- 12. • Keeps the headline‟s promise • Engages audience,keeps them reading • Further explains purpose of content • Further identifies audience • Matches tone of headline FIRST PARAGRAPH AMPLIFIES HEADLINE
- 16. • Most important element for SEO • Concise way to say what the topic‟s about • Opportunity for branding • Synergy with SERP title & meta- description DON‟T MISS OUT ON URL OPPORTUNITY
- 17. PUT KEYWORD IN TITLE + URL + 1ST PARAGRAPH URL adds branding and avoids spamming /circular-references-excel-error-message.aspx “Millions of people using Excel don't get why they see the „circular reference‟ error message right after they've entered a formula.”
- 18. NUMBER 2 GOOGLE RANKING FOR SERP
- 19. 19 SERP ELEMENTS 19 Description URL Title
- 20. HEADLINE + URL + 1ST SENTENCE = GREAT SERP http://www.nytimes.com/2012/06/14/books/dave-eggerss- new-novel-a-hologram-for-the-king.html?pagewanted=all
- 21. TRUSTWORTHY? SOCIAL SIGNALS ARE THE NEW LINK-BACKS SERP Headline ParagraphURL Image Social Signals
- 22. • Trust is built on reputation • Quality of content builds reputation • People evaluate & recommend content via Twitter, bookmarking, FB Likes, FB posts, etc. TRUSTWORTHY = SOCIAL MEDIA AUTHORITY
- 25. THANK YOU. FOLLOW US AT HTTP://TWOPENS.COM @TWOPENS2 CYNTHIA HARTWIG @EMILY2PENS EMILY WARN
- 27. 1. Pick a customer problem 2. Pick a keyword 3. Pick the one thing you want to get across (takeaway) 4. What headline approach to engage your audience Humor, authoritative, empathetic, 5. Brainstorm five headlines 6. Write WRITING GREAT HEADLINES
- 33. IMAGE COMPLETES THE PUZZLE SERP Headline ParagraphURL Image Keyword s
- 34. • Concise way to say what the topic‟s about • Opportunity for branding • Synergy with SERP title & meta-description IMAGE HELPS TELL THE STORY
- 35. Reshaping results based on… Where you are What you‟ve searched for What you personally do or visit What others you know do or share What people in aggregate do or visit Both Google & Bing do in various ways SEARCH 4.0: PERSONALIZED & SOCIAL SEARCH Search 4.0: Social Search Engines & Putting Humans Back In Search http://selnd.com/wTDIN
- 36. • Ask questions (Fill in the blank!) • Rant • Tell stories • Shout out • Make offers (coupons!) SOCIAL SONAR: SENDING & RECEIVING SIGNALS
Notas do Editor
- SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
- Keyword research is the foundation of all things SEO, adding context to your marketing efforts and accepting you may not speak your customers language is imperative to success. Search is still the majority of initiating sources for people finding your website / product – At Office we break this down into brand, product and non brand
- The Cast:The Directors: URLs—the most important thing for SEOSupporting actors: First paragraphs make headlines & URLs shineBit players: other headers, body copy, alt image, title tag, meta description, and moreGreat Content + SEO Tactics – Number One at Box Office & Gossip Sites
- SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
- Headlines are often all that people read to decide to stay…To grab people’s attention they need to set tone, identify audience, tell people what they’re going, a promise the content has to keep
- Pokes fun at oneself while promising to deliver useful information to users at specific levels of expertise.Tone: Empathetic + humorous + humbleAudience: Beginning & intermediate Excel usersLearn: What a circular reference isPromise: Demystify a confusing error message
- Surprise subject (overtime the audience never knows what to expect from you, so checks back often) that identifies audience yet funny enough to reach beyond it. Uses word playTone: Funny, smart, hipAudience: Grammarians, writers, and rap loversLearn: A grammar tip from a rapper
- Tone: Challenging + Entertaining + ScientificAudience: People who are interested in search, but just about anybodyLearn: The answer to the question. Find out the connection between fish and football by searching
- SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
- Continues empathetic and humorous tone of headlineFurther explain “popular”Further explains “circular reference” by defining itRepeats “circular reference” in first and third sentencesStates purpose of post—CTA—to get people to read a newly written help topicKeeps readers engaged
- Identifies who the “I” is in headlineAdding name amplifies the personal toneExplains purpose of post: why Ribbon works better than menusEngages audience through empathy
- Directs search engine
- If you get the URL is, you’re 95% there.Most blogging platforms pul the headlineRe-write it
- Slide Telligent Workaround
- SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
- How often do we take recommendations from people in our network? Quite often, right?•Would you trust the information presented in this article? •Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? •Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
- Identifies who the “I” is in headlineAdding name amplifies the personal toneExplains purpose of post: why Ribbon works better than menusEngages audience through empathy
- Identifies who the “I” is in headlineAdding name amplifies the personal toneExplains purpose of post: why Ribbon works better than menusEngages audience through empathy
- Pickdentify3 examples pick one, are yoOrganizational Based HeadlineThink about keyword you want to use
- What other image could convey what’s missing? Breakfast plate with bacon & toast but no egg
- What’s an image about keeping a secret?
- What’s the role of this headline?. In this ad for Harley Davidson created by Momapropaganda, you the reader have to “get” that the six year old we’re looking at is a tattooed and bitchin’ Harley rider in the making
- What’s the role of this headline?. In this ad for Harley Davidson created by Momapropaganda, you the reader have to “get” that the six year old we’re looking at is a tattooed and bitchin’ Harley rider in the making
- What’s the role of this headline?. In this ad for Harley Davidson created by Momapropaganda, you the reader have to “get” that the six year old we’re looking at is a tattooed and bitchin’ Harley rider in the making
- SEO Tactic and tools get people to your pageGreat content makes them stay, take action, and share on social media
- If you get the URL is, you’re 95% there.Most blogging platforms pul the headlineRe-write it