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SEO is Content in Context. Some valuable information and learning in contextual search, the semantic web and where content fits in online marketing.
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What you should know about good content and SEO:
CONTEXT.
@primaryposition
My name is David Quaid and I’ve been working in online marketing since 1996. I’ve worked for lots and lots of companies, big and small, all over the world. I’m not going to bore you with the details. But I know a thing or two about online marketing.
Currently I head up Primary Position, an SEO and PPC agency based in Ireland.
What have we heard so far?
What have we heard so far?
Good contentContent is kingUsers love itGoogle loves it
We lack a proper definition for Good Content
We lack a proper definition for Good Content
We all have a different perspective.
There are many myths about SEO
There are many for content writing too
Content must be gripping
In other words, stuff I like
Content should be serious
In other words, stuff I like
Content should be popular
And never offend?
Content is defined by the user’s perspective. Not yours.
We need to stop pitching and start listening. If you are not the customer, then the content is not for you,…..
Web visitors are expensive
Different valuation models exist but we value an average visitor from €1 and we value targeted visitors from €50 and up.
Web visitors are never random
We keep thinking of viral effects and random stumbles. Traffic doesn’t work this way.
Web visitors are never random or viral
The early era of web design was dominated by thinking like this:
My new Sellotape website is so awesome…
People who don’t need it will still share it
The hope that your design/content/video will
go viral
You’ll die waiting
Because need + perspective + location +timing = context
Understand the user journey
Understand the user journey
You might know where you want them to go, but they can get lost easily
Understanding the user journey
Is the least appreciated problem in online
marketing
How will the user find you, not how will you know who
the user is
Random stumble?
Random stumble?
(this is how most content writers hope they’ll be found)
I just want to buy something.
Anything
I just want to buy something. Anything
Do you assume consumers are like this?
Try to solve a problem!
I’m not sure about
reading, I just need
help
This is closer to reality
I need a pizza.Here.Now Context
Content alone isn’t marketing
Getting people to content is the challenge. Because we don’t
have the channels
(read this carefully)
Creating routes to content = marketing
ChannelsPlatform + Content +/= Audience
Content
New Platforms
Audience
You have platforms but where’s the audience?
Challenges
So now we can produce brilliant content.
From our keyboardsPhotos and videosThoughts, ideas, …..
Challenges
So now we can produce brilliant content.
From our keyboardsPhotos and videosThoughts, ideas, …..
There are now over 30 Trillion* web pages
*Source: Google
Challenges
Google sits between your site content and your intended target.
Why YOU?
(from 30 trillion other pages)
Challenges
Google* sits between your site content and your intended target.
*Unless you’re a paid up member of the flat earth society and don’t believe in search engines.
Challenges
Google* sits between your site content and your intended target.
*Unless you’re a paid up member of the flat earth society and don’t believe in search engines. Which is totally fine with us by the way.
Challenges
Your Content
Challenges
Your Content Your target
Challenges
Your Content Your target
Challenges
Your Content Your target
Your new best friend?
Challenges
Your Content Your target
Or your worst nightmare?
How does GoogleRead your content?
How does GoogleRead your content?
Well, probably not how you’d hope
Not like
this
Probably more like this
Just some sample myths#1 .com doesn’t mean instant .global just add water
.com means .commercial and 90% of the time is localised just like .ie or .co.uk
Just some sample myths
#2 Search engines don’t “love” fresh content10 year old pages will rank just fine. News items or items that
deserve new content = QDF (Query Deserves Freshness)
Just some sample myths
#3 Blogging more = more rankingIf you don’t understand Authority, how to grow it and how
blogging about different topics makes your site narrower and dilutes the value of your Authority+Relevance, then you’re
probably in for a huge dissappointment
So how does GoogleSee your content?
How does GoogleView your content?
What people search for and when = context.
What shows = what Google wants
Google already has tons and tons of content about everything
Writing more of it doesn’t make you stand out any more
Firstly: if people find you and then jump back to search, you can be sure that Google knows…
And its not going to repeat that mistake often….
Well Jim, they didn’t
like that site!
No, not at all so lets send them
some where else next
time
Secondly, Google doesn’t read. It doesn’t care about grammar, spelling or prose. It doesn’t have a taste. It’s equally ambivalent about Shakespeare and Fifty Shades of Grey.
Secondly, Google doesn’t read. It doesn’t care about grammar, spelling or prose. It doesn’t have a taste. It’s equally ambivalent about Shakespeare and Fifty Shades of Grey.
We’re sorry –
we know lots
of people will
hate us for
saying this.
Most would be content writers think that content found in a web forum like
www.boards.ie is terrible
Most would be content writers think that content found in a web forum like www.boards.ie is terrible
And it probably/generally can be.
Google loves User Generated content. It likes 3rd part validation. Not just reviews
But comments and posts
And connectivity
User Generated Content ? Typos?
Frickin Awesome!
Another way to think about this….
Is to ask how doesn’t Google view your content
This does not happen at Google when you publish your blog posts.
Ever.
So you wanna be a content writer eh?
So you wanna be a content writer eh?
Well step right up pilgrim!
Developing a Top Strategy for content development for Search Marketing**
**No flat earth society types need apply
Developing a Top Strategy for content development for Search Marketing**
**No flat earth society types need apply
Share your expertiseDon’t think of this as free education
Share your expertise
Don’t think of this as free education
Share your expertise
Make people understand how much you know in order to become where you are
Share your expertise
Want people to value your product? Tell them what you went through to make it for them.
Tell a story
But tell your story. Not somebody elses…
Pay it forward
Help people. Be Genuine. They will appreciate it.
Be Targeted
Don’t go splatter gun
Just because someone told you to use the Keywords tool doesn’t make it OK to write about everything that’s trending
That’s just. Well.
That’s just spammy
Writing about popular stuff to get visits is the modern equivalent of keyword stuffing.
That’s just spammy
Writing about popular stuff to get visits is the modern equivalent of keyword stuffing.
Google’s watching you
In fact, here’s a top tip:
If you have content with a high bounce rate or low click-throughs – then consider killing it or marking it for NoIndex.
In fact, here’s a top tip:
If you have content with a high bounce rate or low click-throughs – then consider killing it or marking it for NoIndex.
You’re not buying into this are you?
How many times have you seen yours or someone else's privacy
statement rank?
How many times have you seen yours or someone else's privacy
statement rank?
Not good
content
Dude
Because people don’tUnderstand
Authority + Relevance
They end up doing silly stuff.
Like ranking their Privacy statement.
Because people don’t won’tUnderstand
Authority + Relevance
They end up doing silly stuff.
Like ranking their Privacy statement.
You might love your content
But Google has a whole lot of different baggage
Worrying about contentStart thinking about
Context
You probably don’t know this but Google have gone
on record about it
When Google finds your site, it gives you a “crawl allowance.”
This is based on your Authority
This is time based
This is fine if the allotted time is enough to crawl
your site
But very frustrating if you start growing your
content without growing your authority
Your site content must be relevant and the site
structure built to support it or it will just get
ignored
Content that has a high bounce rate will simply
get removed.
Content that doesn’t fit will just ignored
If nobody links to it, then Google thinks its
probably not of much importance=Authority
You might want to be number 1 but Google wants other people’s opinions.
You can’t just vote for yourself
Timing
Location
Search
= Context
The problem with Google is that its so good at solving complicated
search and context issues that most people don’t even have to
think about it.
There was a belief, especially in academic circles, that semantic
web would somehow replace Google
But Google have already invented the perfect semantic search
Google returns map, flight times, currency conversions, translations and even cinema timetables in real
time search
Authors have an inherent bias towards their own content.
And it can be a little difficult to understand why not everyone loves
their content. Or even cares.
Content is emergent, not rigid
A search for “Champions League” is a different search from yesterday…
Because different teams are playing but in the same championship.
The user knows that. So does Google.
Google’s value add is that it ignores the Author’s bias.
That’s why it ignores meta data for ranking.
Google understands context.
Do you?
Please say hi @primaryposition on twitter
And visit our website at Primaryposition.com