SEO MEET HEONOELLE SCHUCK !

Director of Content Strategy

@noelleschuck@pinballstrategy

CASE STUDY• Linkbuilding @ 84% rejection rate.• One article = 3 FTE hours (strategy, concept, write, edit, pitch)• Rejected article + 1 more FTE hour (why?, revise, re-pitch)• 100 articles = 400 FTE hours• 84 rejections for every 100 offered are rejected on first offer.• You do the math. That’s expensive content.

@noelleschuck@pinballstrategy

Business-to-Google Content MarketingB2G

@noelleschuck@pinballstrategy

BLAH, BLAH, BLAH …• Unoriginal!• States the Obvious!• Too Long!• Fluffy!• Forced

@noelleschuck@pinballstrategy

Feels like that!• Attracts Traffic!• Goes Viral!• Has a Long Shelf Life

GREAT CONTENT

@noelleschuck@pinballstrategy

...the overriding kind of goal is ... high-quality content, the sort of content that people really enjoy, that's compelling, the sort of thing that they'll love to read that you might see in a magazine or in a book, and that people would refer back to, or send friends to, those sorts of things…!!!!!!Sept. 11, 2013, Matt Cutts via YouTube’s Google Webmasters Channel

@noelleschuck@pinballstrategy

HUMAN-EYE OPTIMIZATIONContent that …!• Attracts!• Engages!• Retains!…real people.

@noelleschuck@pinballstrategy

CASE STUDYWhy was the content rejected?

1. Irrelevance 2. Poor quality

Five-prong approach reduced rejection rate from 84% to under 5%.

@noelleschuck@pinballstrategy

We began with the end user reader in mind.

WHAT DID WE DO?

@noelleschuck@pinballstrategy

1. SEARCHABLE & CLICKABLE TITLES

Neither: Take a Walk on the Wild Side!Searchable: What is Urban Foraging?!Searchable & Clickable: Urban Foraging - Finding Wild Food in Your Own Back Yard

@noelleschuck@pinballstrategy

• Keyword phrases• Action verbs• Numbers• Clarity• Echo long-tail searches

@noelleschuck@pinballstrategy

2. STRONG LEAD PARAGRAPHS!

• Perspective - Why should I care? What does this mean to my world?!

• Poignancy - How does this make me feel?!• Preview - What’s this about?

“Here’s the latest buzz from the food industry: Chilled live ants have a taste

resembling lemongrass (especially when their juices explode in your mouth), chilled

termites taste of cashews, and grasshoppers taste like soft-shell crab.”

@noelleschuck@pinballstrategy

3. SUBSTANCE

• Empty Advice “You should get that fixed.”!• Telling without showing “This is important because

it’s important.”!• Stating the obvious “If it’s in stock, we have it!”!• Wordiness “Certified Pre-Owned” “Used”

@noelleschuck@pinballstrategy

4. RELEVANCELess me, we, us and I More you and them

Savory #recipe for #MemorialDay grilling -- indoors? These #makers want to bring outdoor living to

#CityLiving. bit.ly/1gHEs7b

@noelleschuck@pinballstrategy

5. VISUAL APPEAL

• To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds. (nngroup.com)!

• Users will be able to read about 20% of text on the average page. (nngroup.com)

TYPOS

WALL OF

GRAY

@noelleschuck@pinballstrategy

PINBALLSTRATEGY.COM@noelleschuck+NoelleSchuck

/in/NoelleSchucknoelle@pinballstrategy.com

THANK YOU

@noelleschuck@pinballstrategy

BUT WAIT. THERE’S MORE.

If the links on the following page do not work, please email meat noelle@pinballstrategy.com.

@noelleschuck@pinballstrategy

• 3 Ps of Good Lead Paragraphs• Good & Bad Lead Examples• Clickable & Searchable Headlines• Stating the Obvious• Show vs Tell• Empty Advice• Wordiness 1