content marketing: 5 elements of heo (human-eye optimization)
DESCRIPTION
SEO is elusive. We chase Page 1 ranking, hoping that we know what the search engines want to see. Yet, Google and other search engines are telling us: If you create quality content, virality will happen. I call it Human Eye Optimization - creating content for people. This deck covers the 5 Elements of HEOTRANSCRIPT
SEO, MEET HEONoelle Schuck, Director of Content Strategy
Pinball Strategy
B2GBusiness-to-Google Content Marketing
@noelleschuck
BLAH, BLAH, BLAH …
Unoriginal States the Obvious
Too Long Fluffy Forced
@noelleschuck
• Feels like that
• Attracts Traffic
• Goes Viral
• Has a Long Shelf Life
GREAT CONTENT@noelleschuck
...the overriding kind of goal is ... high-quality content, the sort of content that people really enjoy, that's compelling, the sort of thing that they'll love to read that you might see in a magazine or in a book, and that people would refer back to, or send friends to, those sorts of things…
Sept. 11, 2013, Matt Cutts via YouTube’s Google Webmasters Channel
@noelleschuck
HUMAN-EYE OPTIMIZATIONContent that …
• Attracts
• Engages
• Retains
…real people.
@noelleschuck
It begins with the end user reader in mind.
1. SEARCHABLE & CLICKABLE TITLES
• N: Take a Walk on the Wild Side
• S: What is Urban Foraging?
• S&C: Urban Foraging - Finding Wild Food in Your Own Back Yard
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Keyword phrases
Action verbs
Numbers
Clarity
Echo long-tail searches
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2. STRONG LEAD PARAGRAPHS
• Perspective - Why should I care? What does this mean to my world?
• Poignancy - How does this make me feel?
• Preview - What’s this about?
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3. SUBSTANCE
• Empty advice “You should get that fixed.”
• Telling without showing “This is important because it’s important.”
• Stating the obvious. “If it’s in stock, we have it!”
• Wordiness. “Certified Pre-Owned” “Used”
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4. RELEVANCE
Less me, we, and I and more you
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5. VISUAL APPEAL
• To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds. (nngroup.com)
• Users will be able to read about 20% of text on the average page. (nngroup.com)
@noelleschuck
@noelleschuck
@noelleschuck
Thank you !
PinballStrategy.com !!
@noelleschuck +NoelleSchuck
/in/NoelleSchuck !
MORE RESOURCESIf the links on the following page do not work, please email me
3 Ps of Good Lead Paragraphs
Good & Bad Lead Examples
Clickable & Searchable Headlines
Stating the Obvious
Show vs Tell
Empty Advice
Wordiness 1