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BALANCING STICKY CONTENT
WITH SEO
Emily Warn
June 14, 2012
“I have been complimented many times and they always embarrass me; I always feel that they have not said enough.”
I have been complimented many times and compliments always embarrass me; I always feel that compliments have not said enough.
WHAT IF MARK TWAIN OPTIMIZED FOR SEO?
SEO & CONTENT SYNERGY
SERP
Headline
ParagraphURL
ImageKeywords &
Social signals
KEYWORDS + KEY CONTENT = OSCAR
WINNER
URLDirector
•Most important for SEO
HeadlineBest Actress
•Grabs Attention
First ParagraphSupporting
•Makes them stay
Social SignalsAudience•Recommends to friends
SEO & CONTENT SYNERGY
SERP
Headline
ParagraphURL
Image
Keywords
• Do the keyword research
• Lots of keyword tools
• Lots of ways to listen to customers
conversation
• Lots of ways to listen to the competition
FIND OUT HOW YOUR CUSTOMERS THINK!
• Set tone: Funny, personal, authoritative,
inspiring
• Know who you‟re talking to
• Make people curious: I want to learn
that. Click.
• Stay true: Make a promise and keep it
THREE-SECOND RULE FOR
HEADLINES
Empathize with customers‟ problem
Emily Warn
Managing Editor
Entertain through the unexpected
MAKE PEOPLE THINK
Office Marketing Team
POSE A CHALLENGE BY ASKING A QUESTION
Daniel Russell
LifeHackerVia SearchResearch.com
1ST PARAGRAPH HAS SUPPORTING ROLE
SERP
Headline
ParagraphURL
ImageKeywords
• Keeps the headline‟s promise
• Engages audience, keeps them reading
• Further explains purpose of content
• Further identifies audience
• Matches tone of headline
FIRST PARAGRAPH AMPLIFIES
HEADLINE
URL IS DIRECTOR
SERP
Headline
ParagraphURL
Image
Keywords
• Most important element for SEO
• Concise way to say what the topic‟s
about
• Opportunity for branding
• Synergy with SERP title & meta-
description
DON‟T MISS OUT ON URL
OPPORTUNITY
PUT KEYWORD IN TITLE + URL + 1ST PARAGRAPH
URL adds branding and avoids spamming
/circular-references-excel-error-message.aspx
“Millions of people using Excel don't get why they see the
„circular reference‟ error message right after they've
entered a formula.”
NUMBER 2 GOOGLE RANKING FOR SERP
20
SERP ELEMENTS
20
Description URL Title
HEADLINE + URL
http://www.nytimes.com/2012/06/14/books/dave-eggerss-
new-novel-a-hologram-for-the-king.html?pagewanted=all
NYTIMES SERP FOR DAVE EGGERS
TRUSTWORTHY? SOCIAL SIGNALS
ARE THE NEW LINK-BACKS
SERP
Headline
ParagraphURL
ImageSocial
Signals
• Trust is built on reputation
• Quality of content builds reputation
• People evaluate & recommend content via Twitter, bookmarking, FB Likes, FB posts, etc.
TRUSTWORTHY = SOCIAL MEDIA AUTHORITY
THANK YOU.
FOLLOW US AT TWOPENS.COM
AND
@EMILYWARN
@TWOPENS2.