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Colchester Digital Presentation 2019
- 1. Forget Algorithms - Think Users Create Content That Performs Colchester Digital
- 2. Client 2 Colchester Digital About Me - Search Strategist at StrategiQ - 6 years experience in digital marketing - Copywriter > Paid Social > Paid Search > SEO - Brands I’ve worked with include: Ryvita, Dorchester Collection and Dermalogica olidigital oli@strategiq.co
- 3. Client 01 3 Colchester Digital SEO Myths
- 4. 4 Colchester Digital SEO Myths SEO is about gaming the algorithm
- 5. 5 Colchester Digital SEO Myths Your visibility in search engines is based on: - Advertising spend - ‘Black hat’ tricks - Top secret conversations with Google
- 6. 6 Colchester Digital What SEO Really Is SEO is about fulfilling user intent and meeting and exceeding the value provided by competitor sites. In doing so, you make your site the very best result for the users’ queries.
- 7. 7 Colchester Digital SEOs don't manipulate Google John Mueller, Webmaster Trends Analyst at Google (and world’s most patient person!) We manipulate websites. There's a *lot* of work that makes sense to do on websites, which makes search engines' jobs easier, and can help to position a page so that it's relevant to a larger number of users' needs.
- 8. 8 Colchester Digital SEO isn’t a condiment. It’s an ingredient. Bake it in. Ryan Jones, SEO Group Director, Publicis Sapient
- 9. Colchester Digital Can you ‘SEO’ my weak content?
- 10. 1026 Contrary to popular belief, Google is looking to serve the best result for users’ queries
- 11. Client 02 11 Colchester Digital Presentation My Biggest Bug Bear
- 12. 1226 Creating content for content’s sake 🙄
- 13. 13 Colchester Digital - 1,440 new WordPress posts every minute - 4,479,000 Google searches every minute - Over 1.7 billion websites online right now Breaking through the noise
- 14. 14 Colchester Digital Where’s the traffic/engagement?
- 15. Client 15 03 What does good content look like? Colchester Digital
- 16. 1626 There’s no ‘one size fits all’ But there are a number of tools that help us
- 17. 17 Colchester Digital Tool 1: Buzzsumo
- 18. 18 Colchester Digital Tool 2: Ahrefs
- 22. 22 Colchester Digital Best By Links
- 23. Client 23 04 How Do You Create Content That People Engage With? Colchester Digital
- 24. 2426 Base it on keyword research AND search intent
- 25. 25 Colchester Digital Keyword Research Tools Keywords Surfer Ahrefs Keywords Everywhere SEMrush Sistrix Keyword Keg Mangools
- 26. 26 Colchester Presentation Helps You Find Insights Like This
- 27. 27 Colchester Digital Understand Long Tail & Topical Focus
- 29. 29 Colchester Digital Intent is based around these concepts: - I want to know - I want to go - I want to do - I want to buy - I want to feel Ryan Jones, SEO Group Director, Publicis Sapient
- 35. 35 Colchester Digital Which Popular Brand Are They Searching For?
- 36. 36 Colchester Digital Answer - Facebook
- 37. 37 Colchester Digital Automatically Categorise Keyword Intent Rory Truesdale, Conductor Dan Brooks, Aira
- 39. 39 Colchester Digital Query Intent Shift
- 40. 4026 Best way to understand intent and deliver ‘best in class’ content is by looking at what is ranking
- 41. 41 Colchester Digital Ask Yourself - What type of content is Google serving? - What is the assumed intent for that query?
- 42. 42 Colchester Digital SEO Re-Engineering Review each of the top performing content pieces. - What’s the similarities/commonalities between them? - Does the page have any assets that differentiate it? - Then look at standard on-page elements (heading structure, copy length, internal linking etc). - Are off-page factors having an influence? - What extra value are they providing on their pages?
- 43. 4326 Let’s look at some example SERPs (Search Engine Result Pages)
- 45. 45 Colchester Digital Ecotourism Trips - Guide content - Numbered list
- 46. 4626 Check the People Also Asks
- 47. 47 Colchester Digital Pass Plus Course
- 48. 48 Colchester Digital Pass Plus Course
- 49. 49 Colchester Digital Scraping The PAAs Hannah Butler (Rampton) SEO Consultant
- 50. 50 Colchester Digital What We Aspire For - To dominate your niche - Provide content for each stage of the buyer journey - Keep in the consideration set of prospects. - Achieving Best In Class
- 51. 51 Colchester Digital Don’t Be This Person
- 52. Client 52 06 Tips For The Content Itself Colchester Digital
- 57. 57 Colchester Digital Make Your Content Stand Out - Offer something unique to attract links back from other credible sites - People don’t cover/link to sites that are regurgitating the same content for the n’teenth time. - What makes you stand out and get their attention?
- 58. Client 58 07 When It Goes Wrong Colchester Digital
- 59. 59 Colchester Digital Careful How You Frame Content
- 60. 60 Colchester Digital Careful How You Frame Content
- 61. Client 61 08 When It Goes Well Colchester Digital
- 62. 62 Colchester Digital Benefits of Good Content
- 63. 63 Colchester Digital Benefits of Good Content
- 64. 64 Colchester Digital Summary 1. SEO isn’t a condiment or about gaming the algorithm 2. SEO is about creating the best answer to the user’s query (so they don’t need to go elsewhere) 3. Don’t create content for content’s sake - base it on keyword research AND intent 4. Look at the SERPs to see what good content looks like 5. There’s no set word count. Write however much you need to in order to comprehensively answer the users’ queries 6. Aspire for Best In Class 7. Careful how you frame content! 8. When done well, can be a consistent source of traffic for you
- 65. 65 Colchester Digital Summary Treat Others How You’d Like To Be Treated Yourself Put yourself in the shoes of the user
- 66. Thank you for your time.