Balancing Sticky Content with SEO
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![Page 1: Balancing Sticky Content with SEO](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a42d031a28ab5e5c8b473d/html5/thumbnails/1.jpg)
BALANCING STICKY CONTENT
WITH SEO
Emily Warn
June 14, 2012
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“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?
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SEO & CONTENT SYNERGY
SERP
Headline
ParagraphURL
ImageKeywords &
Social signals
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KEYWORDS + KEY CONTENT = OSCAR
WINNER
URLDirector
•Most important for SEO
HeadlineBest Actress
•Grabs Attention
First ParagraphSupporting
•Makes them stay
Social SignalsAudience•Recommends to friends
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SEO & CONTENT SYNERGY
SERP
Headline
ParagraphURL
Image
Keywords
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• 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!
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• 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
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Empathize with customers‟ problem
Emily Warn
Managing Editor
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Entertain through the unexpected
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MAKE PEOPLE THINK
Office Marketing Team
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POSE A CHALLENGE BY ASKING A QUESTION
Daniel Russell
LifeHackerVia SearchResearch.com
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1ST PARAGRAPH HAS SUPPORTING ROLE
SERP
Headline
ParagraphURL
ImageKeywords
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• 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
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URL IS DIRECTOR
SERP
Headline
ParagraphURL
Image
Keywords
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• 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
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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.”
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NUMBER 2 GOOGLE RANKING FOR SERP
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20
SERP ELEMENTS
20
Description URL Title
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HEADLINE + URL
http://www.nytimes.com/2012/06/14/books/dave-eggerss-
new-novel-a-hologram-for-the-king.html?pagewanted=all
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NYTIMES SERP FOR DAVE EGGERS
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TRUSTWORTHY? SOCIAL SIGNALS
ARE THE NEW LINK-BACKS
SERP
Headline
ParagraphURL
ImageSocial
Signals
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• 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
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THANK YOU.
FOLLOW US AT TWOPENS.COM
AND
@EMILYWARN
@TWOPENS2.