www.kairaymedia.com
Jan 28, 2015
www.kairaymedia.com
Quality > Quantity
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Before: More Content = More Success
• Traffic, Links, Rankings, Signals
• Just good enough standard
Quality > Quantity
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Now: Focus Shift Towards Real Quality (Too much content)
• Google Panda was released in February 2011 (currently on V4). The change
aimed to lower the rank of "low-quality sites" or "thin sites”.
Quality > Quantity
www.kairaymedia.com
Now: Focus Shift Towards Real Quality (Too much content)
• Facebook Timeline Changes
• Announces effort to show higher quality content - Aug 2013
• Determined by survey and signals
• Introduces ‘story bumping’ – Aug 2013
• ‘we’re updating bumping to highlight stories with new comments.’ – Dec 2013
• Reduce Meme and 3rd Party Images – Dec 2013
• Reduce (penalize) Like-baiting content – Apr 2014
• Reduce automatic third-party shares and updates – May 2014
Quality > Quantity
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Future: Quality is Relative to You
• Mobile Friendly
• Loads Fast
• Social signals
• Author Rank
• Engagement!
What is Quality?
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• Quality is in the eye of the reader
• Quality varies from person to person
• Quality is defined by your goals
• Exceptions to the rule, don’t negate the rules
What is Quality?
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• Resourceful, Helpful, Interesting
• Infographics, How-To Guides, Long Form Content
What Determines Quality?
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• Social Signals
• Source / Author
• Author Rank
• Engagement
Always been in our minds…
Now coded
Quality Content is Rare
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• Problems
• Lazy (looking for just good enough)
• Don’t know what quality is
• Writing about wrong topics
• Not writing for the reader
This Creates Opportunity for YOU!
How to Create Quality Content
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• Coming Up With Ideas
• Determine What Works (Research)
• Find the Balance
• Be the Resource!
• Expand Your Concept
• Format
• Remove the Roadblocks
Coming Up With Ideas
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• What Sells? Profitable?
• Then look to related popular topics
• Keyword Research
• Tools, Adwords, etc
• Tags
• Twitter, Facebook, Google+, Blogs, etc…
• Search Engines
• Best, Greatest, Top 10 (15,20,25,etc)
• Social Sites
• Reddit, Care2, Google+
• Include Everyone!
Determine What Works
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• Social Signals
• Enagagement
• Facebook, Google+, Twitter
• Comments
• Facebook, Google+, Site Content
Determine What Works
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• Inbound Links
• Especially if you want natural links
• Webmaster Tools (Bing & Google)
• Moz, Technorati, etc
• Google search URL or Title
• Continue Testing
• Review comments, signals, and analytics
• Try new things
Find the Balance
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• Not Unrelated, Not Too Commercial
Be A Resource!
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• Solve a problem, question, or curiosity
• Support forums
• Customer reviews
• Obvious gaps in industry
Be A Resource!
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• Buy process importance
• 81% of US respondents indicated posts from their friends directly influenced their purchase decision ~ Forbes
Be A Resource!
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Evolving Buy Cycle
• Buyers are 66% to 90% done with buying process before visiting vendor ~ Forrester
“Buyers of business products and services are online, in social channels, on
YouTube, going to events, and evaluating options on their iPads and
smartphones.”
Be A Resource!
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Evolving Buy Cycle
The buyer’s journey looks a lot more like this than the linear models (e.g., the
funnel) that we usually use as a graphical representation.
Expand Your Concept
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It Can Always Be Better!
• More to the story?
• Happened before?
• Does it relate to current events?
• Unanswered questions?
• Quick Search and Social lookup
• Add quotes and references
• Link out to related information
Be at least a little better than the competition.
Format
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• Provide Quotable, Shareable, Linkable Text Excerpts
Format
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• Break Paragraphs for Easy Skimming
• One idea per paragraph
Format
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• Use bulleted lists
Format
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• Use Images to:
• Summarize Concepts
• Break Up Content
• Provide Something to Share in Social
Format
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• Check Mobile View
• Can they share it?
• Can they read it?
• mobiletest.me
• Check Load Speed
• developers.google.com/speed/pagespeed/insights/
Remove the Roadblocks
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• Avoid (When Possible)
• Anything Audible
Remove the Roadblocks
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• Avoid (When Possible)
• Commercial Elements
• Shopping Cart Buttons
• Navigational / Categories
• Large Contact Numbers
• Referral based?
Remove the Roadblocks
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• Pop-ups
• Signups, Follow Us, Advertisements
• Know your audience
Remove the Roadblocks
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• Outdated Features
• Calendar, Tag Cloud, Counters, Old Social Buttons
• Distractions from Content
• Ads in content
Connect With Me…
Facebook.com/kairaymedia Facebook.com/brentcsutoras +kairaymedia +brentcsutoras @kairaymedia @brentcsutoras
www.kairaymedia.com
www.kairaymedia.com