How to write optimized content for PEOPLE, not search engines. The following slides attempts to explain how to make content 'search engine friendly'.

1. Writing Content For Google People

2. How Does Google Work?

3. What Determines Which Sites Rank?
• Spiders – Crawl the digital landscape indexing
pages according to their content and coding
structure
• Links – Currency of the internet, much like real
life reputations. Links attribute credit / authority.
(Social Mentions are gaining more and more
authority because they are Authentic.)
• Engagement? –Google may not be integrating
this yet, but they will.

5. Google is a lot like a ….

6. BUT, Google’s Come A Long Way
• Someone said at a recent SEO Convention,
“Raise your hand if you have a PHD…”
• Don’t think you are going to outsmart Google

7. What’s Google Trying To Do?
Google’s Mission: Organize the world’s
information and make it universally accessible
and useful.
AKA – Provide their users with the best content
available based on their search queries.
So How Do We Rank?....

8. Provide The Best Content For Your
Users

9. What Is Considered Quality Content?
• Captivating (Titles!)
• Unique (and not easily duplicated)
• Beautiful
• Easy To Read
• Engaging
• Invokes Emotion
• Entertaining
• Provides Expertise

10. DYK? Out of every 10 people that
read your headline, only 2 will read
the article…

11. Remember, compelling copy has one
purpose:
-to get the next sentence read. And then the
sentence after that, and so on, all the way
down to your call to action.

13. Keep the content
Natural
-Optimize photos
-Use Keyword Variations
-Talk to the audience,
engage them.

14. Leverage Content After Creation
Engage Conversation
Provide
Answers
Entertain

15. • Stuff keywords, keyword, this is a keyword,
word key, key is the word.
• Have over 3 links on a page.
• Over-optimization (everything should flow
naturally)
• Forget to write to your audience!!! –Content
should be conversational.

16. At The End Of The Day…
(The Users) Are you providing the info they need and are searching for?

17. Resources
Writing:
• CopyBlogger!!! www.copyblogger.com
• HubSpothttp://blog.hubspot.com/
Content Optimization:
• SEOmozwww.moz.com
• Blind Five Year Old
http://www.blindfiveyearold.com/
• Search Engine Land
http://searchengineland.com/