Creating a Customer-Centric

“Algo-Proof”* Content Strategy

Matt Ruud - Director of SEO - Rocket Clickswww.mattruud.com/presentations

*“Algo-Proof” means unlikely to run afoul of future algorithm updates.

Author does not guarantee or warranty results. For all we know, the

next big algorithm factor may be based solely upon the sheer number

of LOLCats on your site. If this happens, it’s time to pack up and go

home...

HOW?

ACT LIKE GOOGLE DOESN’T EXIST

SEARCH ENGINES:

• CRAWL

• INDEX

• RANK

• SEND TRAFFIC

USERS:

• READ

• BUY / CONVERT

• SHARE

• DISCUSS

• LINK

• SEND TRAFFIC

• EVANGELIZE

• AND MORE...

CREATE WITH YOUR USERS IN MIND &

YOU’LL AVOID PENALTIES

EVERYTHING (well, almost everything)

IS CONTENT

AND MORE...

TEXT

PICTURESVIDEOS

INFOGRAPHICS

BLOG POSTS

PRODUCT DESCRIPTIONS

ABOUT PAGES

PRESENTATIONS

BUYER’S GUIDES

FAQSREVIEW

S MANIFESTOS

STRATEGY =PURPOSE

PLANGOAL

INVENTORYAUDITPLAN

INVENTORYWHAT DO YOU HAVE RIGHT

NOW?

WHY DOES IT EXIST?

HOW IS IT PERFORMING?

WHERE CAN IT IMPROVE?

INVENTORY

CRAWL YOUR SITE-SCREAMING FROG

-LINKDEX-XENU

CHECK INDEXED PAGESSITE: WWW.YOURSITE.COM

KILL ANYTHING WITH NO REASON

TO EXIST

...OR REPURPOSE IT

THINK ABOUT YOUR USERS

WHAT DO THEY NEED?

WHAT DO THEY WANT?

TO YOUR ANALYTICS!

GOAL BASED: http://bit.ly/UFpCNc

REVENUE BASED: http://bit.ly/Rceo28

AUDIT

BRING IT ALL TOGETHER

MAKE THE MOST OF WHAT YOU’VE GOT

•LOOK AT THE KEYWORD & THE RESULT

•ARE YOU SERVING THE USER?

DISCOVER OPPORTUNITIES

KEYWORD RESEARCH

•Google Keyword tool•UberSuggest•Google Trends

•Soovle

PLAN

IMAGINE YOUR FUNNEL

WHERE DO THESE PAGES FIT?

DO SOMETHING WORTHY OF

RANKING

SIMPLE, EFFECTIVE

CONTENT IDEAS WORK BEST

INSERT YOURSELF INTO

THE CONVERSATION

BE CONTROVERSIAL

SHOWCASE YOUR IDEAS

SHOWCASE YOUR TEAM

IDENTIFY/SOLVEA PROBLEM

CURATE

EVANGELIZE

FOR CONTENT TO SUCCEED, IT MUST BE...

CRAVEABLE

VALUABLE

SHAREABLE

DIGESTIBLE

PERSONAL & PERSONABLE

UNIQUE

STORIFIED –THINKARCHETYPES

INTERESTINGCOMPELLING

AUTHORITATIVE

ABOVE ALL:

BRING VALUE TO THE WORLD

FORGET:

OPTIMIZED ANCHOR TEXT

KEYWORD DENSITY“ON-PAGE”

OPTIMIZATION

THREE TIPS:Be Deliberate

Be UsefulBe Real

BONUS TIP:

Have Fun!

http://www.solidcolorneckties.com/Tie-

Election-Prediction-s/527.htm

WHEN YOU STOP WRITING FOR

SEARCH ENGINES & START WRITING

FOR PEOPLE...

www.mattruud.com/

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