Here are 5 Ways to Adapt Your Content for 2016. These are the most important actions you can take to make sure that your marketing is aligned with the future of SEO.
• How to target topics, not just phrases (Semantic Search)
• How to incorporate natural language into your content (Voice Search)
• How to make visitors happy in ways that make Google happy (User Interaction Signals)
This presentation includes the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
11. We’ve been working on an intelligent
model...
that understands real-world entities and
their
relationships to one another:
things, not strings.
Amit Singhal
Google
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19. 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”
20. 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
Semantically linked to “footer design”
usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template
21.
22. 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
35. 1. Format for Scanners
2. Add Multiple Images
3. Add Video
4. Internal Linking
5. Go Deep
5 Ways to Keep Your
Visitors
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38. • Header and Subheaders
• Bullet Lists and Numbered Lists
• Bolding and Italics
• Internal Links
• Multiple Images
Types of Formatting
39. 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
56. There are two kinds of people on the internet
Creators
Contributors
And “lurkers”
@crestodina
57. • Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
And of course...
• Bloggers and blog editors
Who makes content?
@crestodina
58. Two Types of Social Media
Content Promotion Online Networking
Traffic and Branding Relationships with Influenc
@crestodina
59. 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
@crestodina
62. 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!
@crestodina
66. Sit in the front row
Ask a question during Q & A
Thank them in person after the
session
Have them sign a book
Ask if you can email them to get a
contributor quote later...
Tips for attending events
@crestodina
67. 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
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70. Content optimized for search
includes keywords.
Content optimized for social
includes people.
81. 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
@crestodina
82. “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
@crestodina
83. "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
@crestodina
84. “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
@crestodina