The document discusses the need for editing in SEO content and how Pagesauce provides editing services. It notes that most content has few external links and is short, and many companies have become accidental publishers without editors. Proper editing provides an editorial perspective and expertise that builds authority, trustworthiness and engagement for better search rankings. Pagesauce offers SEO content editing along with keyword research, content strategy, and social media to help clients approach content in an agile way. The document advocates that larger SEO teams should have dedicated editors and that smaller teams should also have editorial skills. It poses whether Pagesauce should market itself as providing SEO editors.

1. Search London
7th March 2016
WHY SEO
NEEDS EDITING(AND HOW WE’RE THE PEOPLE TO DO IT)

2. @SEARCHLDN @PAGESAUCE
#SEARCHLONDON

3. CHARLIE
WILLIAMS
Head of Marketing
charlie (at) white.net
@pagesauce
@SEARCHLDN @PAGESAUCE
slideshare.net/pagesauce

4. @SEARCHLDN @PAGESAUCE
CONTENT
HOW DO YOU EDIT YOURS?

5. @SEARCHLDN @PAGESAUCE
http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

6. @SEARCHLDN @PAGESAUCE
BUZZSUMO SURVEY
OF ARTICLES LOOKED AT
HAVE 0 EXTERNAL LINKS75%
85%OF CONTENT IS LESS THAN
1,000 WORDS LONG
http://marketing.buzzsumo.com/link-study/

7. @SEARCHLDN @PAGESAUCE
“SO MANY OF US HAVE BECOME
ACCIDENTAL AUTHORS,
ACCIDENTAL EDITORS, AND
ACCIDENTAL PUBLISHERS”
HubSpot eBook - The internet marketing written style guide

8. @SEARCHLDN @PAGESAUCE
SUCCESS =
LINKS, SHARES, RANKINGS

9. @SEARCHLDN @PAGESAUCE
SEO COMMANDMENT
ACT LIKE A PUBLISHER
https://contently.com/strategist/2016/02/11/i-run-my-blog-more-like-a-television-network-inside-shopifys-next-level-newsroom/
https://contently.com/strategist/2015/11/05/were-a-media-company-now-inside-marriotts-incredible-money-making-content-studio/

10. @SEARCHLDN @PAGESAUCE

11. @SEARCHLDN @PAGESAUCE

12. @SEARCHLDN @PAGESAUCE
BLOGGING SYNDROME:
WE EXPECT TO SELF-EDIT
THE CAUSE?

13. @SEARCHLDN @PAGESAUCE
COPY EDITING

14. @SEARCHLDN @PAGESAUCE
COPY EDITING

15. @SEARCHLDN @PAGESAUCE
COPY EDITING
EDITORIAL PERSPECTIVE

16. @SEARCHLDN @PAGESAUCE
e
a
t
EXPERTISE
AUTHORITATIVENESS
TRUSTWORTHINESS
http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
http://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118

17. @SEARCHLDN @PAGESAUCE
ENGAGEMENT
IS SUDDENLY IMPORTANT
http://www.blindfiveyearold.com/time-to-long-click
https://moz.com/blog/the-massive-ranking-factor-too-many-seos-are-ignoring-whiteboard-friday

18. @SEARCHLDN @PAGESAUCE
WE DO EDITING
SEO CONTENT + KEYWORD RESEARCH, UX,
CONTENT STRATEGY, SOCIAL MEDIA,
CONTENT MARKETING & AGILE APPROACH
http://www.slideshare.net/pagesauce/understanding-your-audience-agile-thinking-our-content-brightonseo-september-2015

19. @SEARCHLDN @PAGESAUCE
USE RAND TO MAKE THE CASE
https://moz.com/blog/can-seos-stop-worrying-keywords-focus-topics-whiteboard-friday

20. @SEARCHLDN @PAGESAUCE
“SO I TAKE MY KEYWORD RESEARCH... MY TOPIC
AND CONCEPT BRAINSTORM, MAYBE SOME OF
MY TOPIC TOOL RESULTS, MY USER RESEARCH...
AND PUT THEM TOGETHER IN A LIST OF
CONCEPTS”
https://moz.com/blog/can-seos-stop-worrying-keywords-focus-topics-whiteboard-friday

21. @SEARCHLDN @PAGESAUCE
MAYBE SETH?
https://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/

22. @SEARCHLDN @PAGESAUCE
“YOU NEED EDITORS, NOT BRAND MANAGERS”
https://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/
“THERE’S CONTENT I WANT TO READ AND
CONTENT I DON’T. IF YOU’RE PUTTING CONTENT I
DON’T IN FRONT OF ME, IT DOESN’T REALLY
MATTER HOW MUCH YOU GOT PAID FOR IT—I’M
PROBABLY NOT HAPPY”

23. @SEARCHLDN @PAGESAUCE
EDITORS =
PEOPLE WHO ‘GET’ CONTENT,
UNDERSTAND CONTEXT & CAN PRODUCE
THINGS AUDIENCES WANT TO CONSUME
http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

24. @SEARCHLDN @PAGESAUCE
EDITORS =
BRAND GUARDIANS

25. @SEARCHLDN @PAGESAUCE

26. @SEARCHLDN @PAGESAUCE

27. @SEARCHLDN @PAGESAUCE

28. @SEARCHLDN @PAGESAUCE

29. @SEARCHLDN @PAGESAUCE

30. @SEARCHLDN @PAGESAUCE

31. @SEARCHLDN @PAGESAUCE
BUILDING
CONNECTIONS

32. @SEARCHLDN @PAGESAUCE

33. @SEARCHLDN @PAGESAUCE
3.
IDEAS I WANT YOU TO
TAKE AWAY & PONDER

34. @SEARCHLDN @PAGESAUCE
1.
SHOULD LARGER SEO
TEAMS HAVE EDITORS?

35. @SEARCHLDN @PAGESAUCE
2.
SHOULD SMALLER TEAMS
HAVE EDITORIAL SKILLS?

36. @SEARCHLDN @PAGESAUCE
3.
WE DO EDITING: SHOULD
WE CLAIM SEO EDITORS?

37. THANK
YOU
@PAGESAUCE
CHARLIE@WHITE.NET
CHARLIE WILLIAMS