Upload
vertical-measures
View
744
Download
1
Embed Size (px)
Citation preview
Click-Through Rate by Search Position
source: https://www.advancedwebranking.com/ctrstudy/
@crestodina
source: https://www.advancedwebranking.com/ctrstudy/
Click-Through Rate by Search Position
@crestodina
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
Which of these links and keywords affect your rankings?
@crestodina
1. Semantic Search2. Natural Language3. User Interaction Signals4. Build Your Network5. Quality Rater Guidelines
Future Proof your Search Rankings
@crestodina
We’ve been working on an intelligent model...that understands real-world entities and their
relationships to one another: things, not strings.
Amit SinghalGoogle
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”
@crestodina
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
@crestodina
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
@crestodina
1. Use sentences that include the complete meaning
2. Include full questions and full answers
Adapt to Natural Language Search
@crestodina
1. Format for Scanners2. Add Multiple Images3. Add Video4. Internal Linking5. Go Deep
5 Ways to Keep Your Visitors
@crestodina
• Header and Subheaders• Bullet Lists and Numbered Lists• Bolding and Italics• Internal Links• Multiple Images
Types of Formatting
@crestodina
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
@crestodina
• Journalists• Authors• Podcasters• Academic Researchers• Event Producers
And of course...• Bloggers and blog editors
Who makes content?
@crestodina
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
@crestodina
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!
@crestodina
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
@crestodina
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
@crestodina
@crestodina
Blogging vs. Guest Blogging
Content = 2Links = 0Friends = 0
Content = 3Links = 1Friends = 2
Round Two...
@crestodina
Content = 4Links = 0Friends = 0
Content = 6Links = 2Friends = 4
(better links + real connections)
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
@crestodina
“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
@crestodina
"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
@crestodina
“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
@crestodina