The document provides tips for creating a customer-centric content strategy that is resilient to algorithm changes. It recommends focusing on creating useful content for users rather than search engines. Key points include inventorying existing content and identifying opportunities, thinking about the user experience, and producing content that is valuable, shareable, and brings value to the world. The overall strategy is to act like search engines don't exist and prioritize the user experience above all.

1. Creating a Customer-
Centric “Algo-Proof”*
Content Strategy
Matt Ruud - Director of SEO - Rocket Clicks
www.mattruud.com/presentations

2. *“Algo-Proof” means unlikely to run afoul of
future algorithm updates. Author does not
guarantee or warranty results. For all we
know, the next big algorithm factor may be
based solely upon the sheer number of
LOLCats on your site. If this happens, it’s time
to pack up and go home...

3. HOW?
ACT LIKE GOOGLE
DOESN’T EXIST

5. SEARCH ENGINES: USERS:
• CRAWL • READ
• BUY / CONVERT
• INDEX • SHARE
• DISCUSS
• RANK • LINK
• SEND TRAFFIC
• SEND TRAFFIC • EVANGELIZE
• AND MORE...

6. CREATE WITH YOUR
USERS IN MIND &
YOU’LL AVOID
PENALTIES

8. EVERYTHING (well,
almost everything) IS
CONTENT

9. TEXT BLOG
POSTS
FAQS
ABOUT
REVIEWS PAGES
INFOGRAPHICSMANIFESTOS
PICTURES BUYER’S GUIDES
VIDEOS DESCRIPTIONS
PRESENTATIONS
PRODUCT
AND MORE...

12. STRATEGY =
PURPOSE
PLAN
GOAL

13. INVENTORY
AUDIT
PLAN

14. INVENTORY
WHAT DO YOU HAVE RIGHT NOW?
WHY DOES IT EXIST?
HOW IS IT PERFORMING?
WHERE CAN IT IMPROVE?

15. INVENTORY
CRAWL YOUR SITE
-SCREAMING FROG
-LINKDEX
-XENU
CHECK INDEXED PAGES
SITE: WWW.YOURSITE.COM

17. KILL ANYTHING WITH
NO REASON TO EXIST
...OR REPURPOSE IT

18. THINK ABOUT
YOUR USERS
WHAT DO THEY NEED?
WHAT DO THEY WANT?

19. TO YOUR
ANALYTICS!

20. AUDIT
GOAL BASED: http://bit.ly/UFpCNc
REVENUE BASED: http://bit.ly/Rceo28

21. BRING IT ALL
TOGETHER

22. MAKE THE MOST OF
WHAT YOU’VE GOT
•LOOK AT THE KEYWORD & THE
RESULT
•ARE YOU SERVING THE USER?

23. DISCOVER
OPPORTUNITIES
KEYWORD RESEARCH
•Google Keyword tool
•UberSuggest
•Google Trends
•Soovle

24. PLAN

25. IMAGINE YOUR
FUNNEL
WHERE DO THESE
PAGES FIT?

26. DO SOMETHING
WORTHY OF
RANKING

27. SIMPLE, EFFECTIVE
CONTENT IDEAS
WORK BEST

28. INSERT YOURSELF SHOWCASE YOUR
INTO THE TEAM
CONVERSATION
IDENTIFY/SOLVE
BE A PROBLEM
CONTROVERSIAL
CURATE
SHOWCASE YOUR
IDEAS EVANGELIZE

29. FOR CONTENT TO
SUCCEED, IT MUST
BE...

30. CRAVEABLE UNIQUE
VALUABLE STORIFIED –
THINK
SHAREABLE ARCHETYPES
INTERESTING
DIGESTIBLE COMPELLING
PERSONAL & AUTHORITATIVE
PERSONABLE

31. ABOVE ALL:
BRING VALUE TO
THE WORLD

32. FORGET:
OPTIMIZED ANCHOR TEXT
KEYWORD DENSITY
“ON-PAGE” OPTIMIZATION

33. THREE TIPS:
Be Deliberate
Be Useful
Be Real

34. BONUS TIP:
Have Fun!

35. http://www.solidcolorneckties.com/Tie-
Election-Prediction-s/527.htm

36. WHEN YOU STOP
WRITING FOR
SEARCH ENGINES &
START WRITING FOR
PEOPLE...

38. www.mattruud.com/
presentations