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The Good News About Creative Content From SEO-Driven Content to Content-Driven SEO @NiteWrites #MNBlogCon

From SEO-Driven Content to Content-Driven SEO: The Good News for Creative Writers

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The Good News About Creative Content

From SEO-Driven Content to Content-Driven SEO

@NiteWrites

#MNBlogCon

Welcome!Everything Is Fine.

This Is My CompanyTopRank Marketing is a full-service digital agency providing integrated marketing to Fortune 50 brands like:

This Is Me

Joshua T. Nite

Content Marketing Manager

TopRank Marketing

@NiteWrites

• 12 years as a comedy writer

• 3 years with TopRank Marketing

• Comedian, performer, wearer of many hats

(and wigs)

Writing SEO-Driven Content Is

BORING

@NiteWrites

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Because You’re Writing for…

@NiteWrites

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ROBOTS!

@NiteWrites

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Cats Wearing Hats: A Cats Wearing Hats Blog Post

The thing about cats wearing hats, is when a cat wears a

hat, it looks better than a cat without a hat. It’s important

that cat owners be aware of the advantages of cats

wearing hats, because too many cat owners don’t put their

cats in hats.

Cats wearing hats is one of the primary issues facing cat

owners today. If you’re not going to put a cat on your hat,

you should consider how cats wearing hats will view your

hatless cat.

Cats wearing hats, cats, hats, berets, top hats, cloches,

toques, beanies, fedoras, trilbys, cats wearing hats.

@NiteWrites

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Cats Wearing Hats: A Cats Wearing Hats Blog Post

The thing about cats wearing hats, is when a cat wears a

hat, it looks better than a cat without a hat. It’s important

that cat owners be aware of the advantages of cats

wearing hats, because too many cat owners don’t put their

cats in hats.

Cats wearing hats is one of the primary issues facing cat

owners today. If you’re not going to put a cat on your hat,

you should consider how cats wearing hats will view your

hatless cat.

Cats wearing hats, cats, hats, berets, top hats, cloches,

toques, beanies, fedoras, trilbys, cats wearing hats.

KEYWORD DENSITY: HIGH

INSTANCES OF KEYWORD: 8

RANK HIGHLY FOR KEYWORD:

CATS WEARING HATS

@NiteWrites

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@NiteWrites

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BUT…

@NiteWrites

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Robots Are Getting Smarter

@NiteWrites

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Cats & Hats: The Ultimate Guide to Feline Headgear

When I first laid eyes on my cat, George, I knew that he

would be my best friend for as long as he lived. He was

scrawny, malnourished, missing half of his whiskers and

the tip of his tail. But he was all mine. He just needed one

thing to make him complete: My love.

Oh, and one other thing: A jaunty chapeau. You see,

George had a weird bald spot that only a hat could cover

up. I wasn’t super knowledgeable about cats wearing

hats—can a cat even wear a hat? Do they want to? Is it

cruel to force them?

I think you’ll agree that George looks much better in a hat.

If you’re thinking of sprucing up your cat’s looks, here’s

everything you need to know.@NiteWrites

#MNBlogCon

Cats & Hats: The Ultimate Guide to Feline Headgear

When I first laid eyes on my cat, George, I knew that he

would be my best friend for as long as he lived. He was

scrawny, malnourished, missing half of his whiskers and

the tip of his tail. But he was all mine. He just needed one

thing to make him complete: My love.

Oh, and one other thing: A jaunty chapeau. You see,

George had a weird bald spot that only a hat could cover

up. I wasn’t super knowledgeable about cats wearing

hats—can a cat even wear a hat? Do they want to? Is it

cruel to force them?

I think you’ll agree that George looks much better in a hat.

If you’re thinking of sprucing up your cat’s looks, here’s

everything you need to know.

Bounce Rate: 50%

Time on Page for Average Visitor: 6 minutes

Links from Trusted Sources: 50

Keyword Group: Cats, Hats, Guide

Increase Ranking for Related Keywords

@NiteWrites

#MNBlogCon

No More SEO-Driven Content!

It’s Time for…

@NiteWrites

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Content-Driven SEO!

@NiteWrites

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What the Fork is Content-Driven SEO?

Cats & Hats: The Ultimate Guide to Feline Headgear

When I first laid eyes on my cat, George, I knew that he

would be my best friend for as long as he lived. He was

scrawny, malnourished, missing half of his whiskers and

the tip of his tail. But he was all mine. He just needed one

thing to make him complete: My love.

Oh, and one other thing: A jaunty chapeau. You see,

George had a weird bald spot that only a hat could cover

up. I wasn’t super knowledgeable about cats wearing

hats—can a cat even wear a hat? Do they want to? Is it

cruel to force them?@NiteWrites

#MNBlogCon

Written for

human beings

Driven by

demandComprehensive

& valuable

How Does It Work?

1. Humans love your content, which gives ranking

signals to the robots

2. Robots move your content up in the rankings

3. MORE people find and love your content

4. You love your work! AND your business grows!

@NiteWrites

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So How Do You Do It?

• Topic Research

• Competitor Research

• Content Creation

• A Smattering of HTML

• Optimization

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“If you want to create messages that resonate with your audience, you

need to know what they care about.”-Nate Elliot, Marketing Technology Advisor

Topic Research

Topic Research: Who Is Your Audience?

WHO are they?

WHAT do they desperately need to know?

WHERE do they hang out online?

WHY should they care about your content?

HOW do they search for information?

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Topic Research: What’s Your Sweet Spot?

@NiteWrites

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Topic Research: How Are People Searching?

1. Google Autocomplete

2. Keyword Planner

3. Quora

4. Answerthepublic

5. BuzzSumo

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“We have to say, ‘How can I create something 10 times better than what

any of these folks are currently doing?’ That's how we stand out.”

-Rand Fishkin, Wizard of Moz

Competitor Research

Competitor Research: Go Incognito

@NiteWrites

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Competitor Research: Find Content Gaps

The top two results are an Etsy

account & a single cat hat for sale.

You can own this category with

informative, helpful content!

@NiteWrites

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Competitor Research: Find Your Long Tails

Hats for black cats

Buy a cat hat in Cleveland

Holiday hats for cats

Overcoming the stigma of

being a cat hatter

Why do cats hate wearing

hats

@NiteWrites

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“Quality content means content that is packed with clear utility and is

brimming with inspiration, and it has relentless empathy for the

audience.”

-Ann Handley, Chief Content Officer, MarketingProfs

Content Creation

Awesome Content for Pantheon

The Company: A B2B provider of a managed hosting platform

The Mission: Capture search terms for WordPress hosting and enterprise

WordPress

The Content: A comprehensive guide to WordPress for the enterprise

http://bit.ly/2sZ9qTY

@NiteWrites

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Awesome Content for Pantheon

The Company: A B2B provider of a managed hosting platform

The Mission: Capture search terms for WordPress hosting and enterprise

WordPress

The Content: A comprehensive guide to WordPress for the enterprise

http://bit.ly/2sZ9qTY

@NiteWrites

#MNBlogCon

Awesome Content for Pantheon

@NiteWrites

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Awesome Content for Pantheon

Results: Great Content WINS!

• Traffic to blog increased

• Rankings improved

• New keyword rankings acquired

• Happy clients!

• Happy me!

@NiteWrites

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“I never meta description I didn’t like.”

-Joshua Nite, Content Marketing Manager, TopRank Marketing

A Smattering of HTML

HTML Tags: Title Tags• 600 Pixels wide (https://searchwilderness.com/tools/pixel-length/)

• Keyword close to the beginning

This page is #1 for “cat

accessory buying guide.”

This page is #111.

@NiteWrites

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HTML Tags: H1 & H2

H1 Tag: Only one per page with your primary keyword

H2 Tags: For organization & long-tail keywords

@NiteWrites

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HTML Tags: Meta Description

• Most overlooked, most crucial tag

• People read your meta in the SERP and decide whether or not to click

• If the meta doesn’t match the content, readers will BOUNCE

• 169 characters

• Contains the keyword

• States a CLEAR BENEFIT

HTML Tags: Meta DescriptionGreat meta description: fits in

the space, states a benefit,

talks straight to the reader.

Not so great - unspecified

meta description leads to

Google random samples.

“Pobody’s Nerfect.”

Eleanor Shellstrop, The Good Place

Optimization

Optimization: Quick Tips

• After your content is published, keep an eye on the analytics

• If you’re getting impressions but no clicks or high bounce rate, fix the meta description

• If you’re not getting impressions, revisit the H1 and H2 tags.

• If time on page is low, optimize the content

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Great Writers Are in a Good Place Now

@NiteWrites

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Want to create great content with us?

• TopRank Marketing is HIRING smart, passionate, creative content writers.

• http://toprankmarketing.com/careers

@NiteWrites

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THANK YOU!Go forth and be awesome.

@NiteWrites

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