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GoogleMarket Share(desktop)
source: Search Engine Land
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GoogleMarket Share(mobile)
source: Search Engine Land
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Click-Through Rate by Search Position
source: https://www.advancedwebranking.com/ctrstudy/
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source: https://www.advancedwebranking.com/ctrstudy/
Click-Through Rate by Search Position
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“wedding dresses”
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“wedding dresses”
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“lace wedding dresses”
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“lace wedding dresses”
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“modern wedding dresses”
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“modern wedding dresses”
blog post
guest post
research
post on another site
keyphrase
keyphrase
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blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
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blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
@crestodina
1. Semantic Search2. Natural Language3. User Interaction Signals4. Build Your Network5. Quality Rater Guidelines
Future Proof your Search Rankings
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Semantic Search
1
We’ve been working on an intelligent model...that understands real-world entities and their
relationships to one another: things, not strings.
Amit SinghalGoogle
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website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
Semantically linked to “footer design”
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website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
Semantically linked to “footer design”
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
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1. Find the words and phrases that are semantically linked to the phrase you are targeted
2. Use those phrases within your content
Adapt to Semantic Search
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Digital Assistants, Natural Language
2
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1. Use sentences that include the complete meaning
2. Include full questions and full answers
Adapt to Natural Language Search
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Improve User Interaction Signals
3
Bounce Rate / Ranking Correlation? Nope!
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The Time on Page / Ranking Correlation
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The Time on Page / Ranking Correlation
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Anatomy of the “Long Click”
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1. Format for Scanners2. Add Multiple Images3. Add Video4. Internal Linking5. Go Deep
5 Ways to Keep Your Visitors
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• Header and Subheaders• Bullet Lists and Numbered Lists• Bolding and Italics• Internal Links• Multiple Images
Types of Formatting
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source: How Little to Users Read? NN Group
Users have time to read at most 28% of the words during an average visit; 20% is more likely.
Types of Formatting
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source: 2015 Blogger Survey
What Media are Bloggers Adding?
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In a desert of text, images are water.
Give your readers a drink!
Build a Network of Content Creators
4
links are authority
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source: How do links work in Google?
Source: MOZ Search Ranking Factors 2015
Correlation between links and rankings
more links = more authority
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links from credible sites =much more authority
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Everything in marketing is
based on relationships.
lead
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lead
traffic
conversions
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lead
traffic
conversions
search
social
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lead
traffic
conversions
search
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lead
traffic
conversions
rank
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lead
traffic
conversions
rank
content
links
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lead
traffic
conversions
rank
content
links
content
relationships
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There are two kinds of people on the internet
Creators
Contributors and “lurkers”
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• Journalists• Authors• Podcasters• Academic Researchers• Event Producers
And of course...• Bloggers and blog editors
Who makes content?
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Two Types of Social Media
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Two Types of Social Media
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Two Types of Social Media
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1. Weekly Outreach Calls2. Coffee, Lunch, Beer3. Mastermind Groups4. Office Hours5. Slack Boards6. Attend Events
5 Ways to Build Your Network
source: 5 Ways to Produce Better Web Content, Orbit Media
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Office Hours
source: YouCanBook.Me
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Content Marketing Mastermind1. 59 minutes on Skype, Hangout or Blab2. Once per month for one year3. Agenda:
“What are you doing that we can promote”“What are you writing that we can collaborate on”“What are you doing to be more productive?”“Anyone I know that you want to meet?”
4. Bring a guest each month5. Miss it twice and you’re out!
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Get Out There!...events are the best shortcut
q Sit in the front rowq Ask a question during Q & Aq Thank them in person after the
sessionq Have them sign a bookq Ask if you can email them to get a
contributor quote later...
Tips for attending events
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1. Quote and Mention2. Contributor Quote3. Roundup Posts4. Deep Dive Interview5. Invite to Guest Post
5 Ways to Collaborate
source: 5 Ways to Produce Better Web Content, Orbit Media
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Search + SocialOne post, optimized for both
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Content designedto attract visitors
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Optimized for Search
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Optimized for Social
Search vs. Social
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Social Traffic Conversion Rates
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Social Traffic Conversion Rates
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How many people are waiting
for your article to go live?
Make sure it’s not zero.
Social actions. Search outcomes.
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Social actions. Search outcomes.
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YOUR SITE
OTHER SITES
WHERE to publish
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WHO does the writing
CREATED BY YOU
CO-CREATED WITH INFLUENCERS
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Blogging vs. Guest Blogging
Content = 2Links = 0Friends = 0
Content = 3Links = 1Friends = 2
Round Two...
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Content = 4Links = 0Friends = 0
Content = 6Links = 2Friends = 4
(better links + real connections)
Nice blog, but… This is what great content marketing looks like.
Round Four...
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If you’re not making friends, you’re doing it wrong.
Publish the Best Piece of Content on the Topic
5
Google’s Search Quality Guidelines!
source: Search Quality Evaluator Guidelines
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1. Content is “Front and Center”2. EAT: Expert, Authoritative, Trustworthy3. “Highly Meets” vs. “Fails to Meet”
3 Ways to Meet Google’s Guidelines
source: Brian Dean
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“Is the content is at the top of the page?”
Put information high on the page, so visitors can read without scrolling.
Content is Front and Center
source: Search Quality Evaluator Guidelines
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"Can you trust the source of this content?”• Expertise• Authoritativeness• Trustworthiness
Prove that you’re an expert, or "borrow" authority by citing sources and other experts.
E-A-T the Results
source: Search Quality Evaluator Guidelines
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“Does the content succeed at meeting the goals of the visitor?”
Page should provide a comprehensive answer, truly meeting their needs.
Create long, in-‐depth content that covers every angle of your topic.
Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
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The Results?...let’s take a look.
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Rankings climb for “website footer design”
What was the search volume?
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And finally, the traffic...
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Best of all? It’s attracted links
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Make the best page on the Internet for your topic. Be the best answer.
Thank you!Andy CrestodinaStrategic Director | @crestodina
bitly.com/contentchem
Questions?
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