balancing sticky content and seo two pens
DESCRIPTION
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.TRANSCRIPT
BALANCING STICKY CONTENT WITH SEO
Emily Warn and Cynthia HartwigJune 14, 2013
“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?
SEO & CONTENT SYNERGY
SERP
Headline
ParagraphURL
ImageKeywords &Social signals
• Keyword tools
• Social Media Analytics tools:
• Listen to customers:• Listen to the competition• Do your research:
FIND OUT HOW YOUR CUSTOMERS THINK!
KEYWORDS + KEY CONTENT = OSCAR WINNER
URLDirector
• Most important for SEO
HeadlineBest Actress
• Grabs Attention
First ParagraphSupporting
• Makes them stay
Social SignalsAudience• Recommends to friends
SEO & CONTENT SYNERGY
SERP
Headline
ParagraphURL
Image
Keywords
• 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
Empathize with customers’ problem
Emily WarnManaging Editor
Entertain through the unexpected
POSE A CHALLENGE BY ASKING A QUESTION
Daniel RussellLifeHacker Via SearchResearch.com
1ST PARAGRAPH HAS SUPPORTING ROLE
SERP
Headline
ParagraphURL
Image Keywords
• 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
URL IS DIRECTORSERP
Headline
ParagraphURL
ImageKeywords
• 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
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.”
NUMBER 2 GOOGLE RANKING FOR SERP
19
SERP ELEMENTS
19
Description URL Title
HEADLINE + URL + 1ST SENTENCE = GREAT SERPhttp://www.nytimes.com/2012/06/14/books/dave-eggerss-new-novel-a-hologram-for-the-king.html?pagewanted=all
TRUSTWORTHY? SOCIAL SIGNALS ARE THE NEW LINK-BACKS
SERP
Headline
ParagraphURL
ImageSocial Signals
• 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
THANK YOU.FOLLOW US AT HTTP://TWOPENS.COM @TWOPENS2 CYNTHIA HARTWIG@EMILY2PENS EMILY WARN
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
Gina Kolata, NYTimes
IMAGE COMPLETES THE PUZZLE
SERP
Headline
ParagraphURL
Image
Keywords
• Concise way to say what the topic’s about• Opportunity for branding• Synergy with SERP title & meta-description
IMAGE HELPS TELL THE STORY
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 Searchhttp://selnd.com/wTDIN
• Ask questions (Fill in the blank!)• Rant • Tell stories • Shout out• Make offers (coupons!)
SOCIAL SONAR: SENDING & RECEIVING SIGNALS