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Creating a Customer-Centric
“Algo-Proof”* Content Strategy
Matt Ruud - Director of SEO - Rocket Clickswww.mattruud.com/presentations
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*“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...
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HOW?
ACT LIKE GOOGLE DOESN’T EXIST
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SEARCH ENGINES:
• CRAWL
• INDEX
• RANK
• SEND TRAFFIC
USERS:
• READ
• BUY / CONVERT
• SHARE
• DISCUSS
• LINK
• SEND TRAFFIC
• EVANGELIZE
• AND MORE...
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CREATE WITH YOUR USERS IN MIND &
YOU’LL AVOID PENALTIES
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EVERYTHING (well, almost everything)
IS CONTENT
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AND MORE...
TEXT
PICTURESVIDEOS
INFOGRAPHICS
BLOG POSTS
PRODUCT DESCRIPTIONS
ABOUT PAGES
PRESENTATIONS
BUYER’S GUIDES
FAQSREVIEW
S MANIFESTOS
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STRATEGY =PURPOSE
PLANGOAL
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INVENTORYAUDITPLAN
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INVENTORYWHAT DO YOU HAVE RIGHT
NOW?
WHY DOES IT EXIST?
HOW IS IT PERFORMING?
WHERE CAN IT IMPROVE?
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INVENTORY
CRAWL YOUR SITE-SCREAMING FROG
-LINKDEX-XENU
CHECK INDEXED PAGESSITE: WWW.YOURSITE.COM
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KILL ANYTHING WITH NO REASON
TO EXIST
...OR REPURPOSE IT
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THINK ABOUT YOUR USERS
WHAT DO THEY NEED?
WHAT DO THEY WANT?
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TO YOUR ANALYTICS!
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GOAL BASED: http://bit.ly/UFpCNc
REVENUE BASED: http://bit.ly/Rceo28
AUDIT
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BRING IT ALL TOGETHER
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MAKE THE MOST OF WHAT YOU’VE GOT
•LOOK AT THE KEYWORD & THE RESULT
•ARE YOU SERVING THE USER?
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DISCOVER OPPORTUNITIES
KEYWORD RESEARCH
•Google Keyword tool•UberSuggest•Google Trends
•Soovle
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IMAGINE YOUR FUNNEL
WHERE DO THESE PAGES FIT?
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DO SOMETHING WORTHY OF
RANKING
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SIMPLE, EFFECTIVE
CONTENT IDEAS WORK BEST
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INSERT YOURSELF INTO
THE CONVERSATION
BE CONTROVERSIAL
SHOWCASE YOUR IDEAS
SHOWCASE YOUR TEAM
IDENTIFY/SOLVEA PROBLEM
CURATE
EVANGELIZE
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FOR CONTENT TO SUCCEED, IT MUST BE...
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CRAVEABLE
VALUABLE
SHAREABLE
DIGESTIBLE
PERSONAL & PERSONABLE
UNIQUE
STORIFIED –THINKARCHETYPES
INTERESTINGCOMPELLING
AUTHORITATIVE
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ABOVE ALL:
BRING VALUE TO THE WORLD
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FORGET:
OPTIMIZED ANCHOR TEXT
KEYWORD DENSITY“ON-PAGE”
OPTIMIZATION
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THREE TIPS:Be Deliberate
Be UsefulBe Real
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BONUS TIP:
Have Fun!
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http://www.solidcolorneckties.com/Tie-
Election-Prediction-s/527.htm
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WHEN YOU STOP WRITING FOR
SEARCH ENGINES & START WRITING
FOR PEOPLE...
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www.mattruud.com/
presentations