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#SDAOM- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N V I E W S L I D E M A S T E R
Nick Slettengren
How to Write Content Google Cares About and Ranks
Case & Point – All Traffic
Power Digital’s traffic across all channels since taking on a serious blogging / content initiative in January 2016. We have seen a 87.5% gain in traffic to our website
3,042 Visitors
5,664 Visitors
Case & Point – Organic Traffic
Power Digital’s traffic across the organic channel since taking on a serious blogging / content initiative in January 2016. We have seen a 51.3% gain in organic traffic to our website
1,300 Visitors
1,967 Visitors
#SDAOM- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N V I E W S L I D E M A S T E R
Where to Begin With Content
Getting Started with Content
Defining a target audience may be easier than you think…
…here I’m using Google predictive search to define the audience for me
If I Write This Content, Will People Share and Link to It?
Enter Buzzsumo…
Pro Tip: Social
If you really want to WIN you need to outperform.
Start building your list of people to share with!
I’ll say it 2x: If you really want to WIN you need to outperform.
Analyze competitor link profiles & make a list of link opportunities
Pro Tip: Links
Can you even rank for this topic?
A quick competitive analysis is never a bad idea to see if you can rank page 1 on Google.*According to Google, >5% of any search query will go to page 2.
*Moz: Keyword Difficulty Tool
Does the topic pass muster?Check List
#SDAOM- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N V I E W S L I D E M A S T E R
Identifying Sub-Topics That Support Your Main Topic
#SDAOM- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N V I E W S L I D E M A S T E R
Building The Framework
1. Spend Time on a headline using a hook.
*Hint Extremely Clear & Extremely EASY to read.
BrianDean
2. Introduction
3. Layout topics in inverted pyramid style using sub headings *Most important to least important
Important Stuff
less important
4. Balance between text and non-text*Breaking up the formatting keeps things interesting and engaging
5. Identify resources on related topics to link out to before you even start writing*Linking to other articles on your blog, industry leaders, and studies will make your writing credible to your audience and the search engine
#SDAOM- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N V I E W S L I D E M A S T E R
Actually Writing the Article
Writing the Article
• Write with “skimmers” in mind
• Break text up into easy digestible pieces >5 a paragraph when possible
• As you write ask yourself:
• Is your post clear for the typical reader?
• Are you addressing all competing articles’ weaknesses?
• Has your article gone above and beyond elaborating on the topic at hand?
• Don’t be over stated “wordy”
• Cut out FLUFF• The Hemingway App will help!
• Grammar is important• Have someone edit and/or use
grammarly
#SDAOM- R E M O V E T H I S B O X -
A D D S P E A K E R L O G O I N V I E W S L I D E M A S T E R
Results: When It All Comes Together
Results:Digital Marketing for Dummies
The Numbers: Digital Marketing for Dummies
• 671 Sessions• 71.4% Percentage of New Users• 479 New Users
@nick_bjorn