The Quest for Virality
BuzzSumo’s study indicates that 75% of
content gets 3 links or less and 202
shares or less.
Despite that, most content marketing
activations are pitched with the
expectation of going viral.
People Write for Length
Search engines have statistical expectations of your content, but people are still shoving keywords in and optimizing for content
length. Spoiler alert: There is no magic number for content length.
First of all, “SEO content” should not be an idea that spills from your mind. Doug Kessler called it in the early tens, there’s a lot of
crap out there.
Everyone is Making Awful Stuff
Prerequisite: A Business Case
For everything we just discussed, you
need a business case.
It does not matter if you take a top down
or bottom-up approach, but you need to
get the business aligned with
Read about our bottom-up approach in
our ROI guide:
If you have that, the remaining issue is…
Workflows and Governance Models
It’s about building workflows and governance models that keep everyone on the same page and executing effectively.
For Many Enterprises Content is
Frankly, there are too many cooks in the
kitchen and getting content through to
publish takes forever.
Small businesses have the opposite
problem. There may not be enough
resources to get things done.
Minimum Viable Producers
You may be familiar with the concept of a
Minimum Viable Product (MVP). When
building a content machine, we need to
determine the minimum viable producers.
We need to identify this for both the
enterprise and the small business.
Enterprise Minimum Viable Content Team
For most enterprises you may have or need all of these people to be effective. You may also need partners on compliance teams.
Project Manager Content Strategist Marketing Coordinator
Mid-market Minimum Viable Content Team
In the mid-market you may have less of the nice to haves, but content may have less hoops to go through.
Writer(s) Content Strategist Marketing Coordinator
Everyone Else’s Minimum Viable Content Team
For the rest of us, you should be able to get by with these people. Your resources may need to wear multiple hats or you’ll need to
leverage low cost external resources.
Content Briefing is a Must
Effective content creation needs to begin with an effective content brief. If your content doesn’t come out the way you expect, your
briefing process may be lacking.
The Ultimate Content Brief
Specific and performant content requires a
specific and detailed brief. Here’s what we
• Content ID
• Brief Title
• Brief Description
• Audience Target
• Stage in Buyers’ Journey
• Business Objective(s)
• Approval Process
• Target Channel
• Design requirements
• Core Strategy
• Minimum Word Count
• Target Keywords
• Co-occuring keywords
• Content Outline (optional)
• Skyscraper Content
• Companion Content (optional)
I’ll give you a link to download or template
and an example at the end.
When we create and optimize
content we represent that
content in a content model so
there’s absolute clarity on what
Content Models in Action
Structural Content Models
There are variety of ways to
approach building out your site
architecture in support of your
various content efforts. Kane
Jamison does a great job of
illustrating them in this post:
Structural Content Models – Hub & Spoke
The model you’re most likely to use in local is Hub and Spoke. Identify your core topics and the questions associated.
Identify Related Questions using SerpAPI
For any given query, SerpAPI will identify the first level of questions that people also ask. This is a good way to quickly collect
topics for your Hub and Spoke strategy. https://www.serpapi.com
Quarterly Content Audits
• Screenshot of our content audits
At minimum, you should be reviewing your content on a quarterly basis to determine what is still working and what is not. Check
out my Perfect Starts talk for how to do the world’s greatest content audit. https://www.slideshare.net/ipullrank/perfect-starts-
Determine What to Delete vs What to Optimize
Whatever I’m trying to say with this slide
Understanding that content maintenance is a valuable activity, the question is often how do you know what to prune vs. what to
Trevor Klein, previously of Moz,
introduced the concept of the “One
Metric” back in 2014. It leveraged a
variety of content metrics, including
social performance to determine a value
that indicates how well a given piece of
We’ve applied this same concept to
determine when we need to optimize
versus when we need to prune.
Content Performance Score Formula
This is the formula we use to develop the Content Performance Score. We adjust the weights and features on a client or website
basis to ensure that it is an accurate reflection of the site’s performance. You should do the same.
Also, we combine our content audit data with our keyword research data on the URL level and compute a content potential score.
Comparing this score to the content performance gives us a sense of what pages are worth optimizing vs eliminating.
Content Potential Score
Content Potential Score Formula
This is the formula we use to develop the Content Potential Score. It relies search volume, keyword difficulty and current rankings
as the determinant of what the value of improving content performance in Organic Search. Other channels could be used in similar
ways to compute this score.
Develop your own scores and a series of
business rules to help drive the content
pruning vs. optimization decision.
What is Natural Language
Natural Language Generation is the
programmatic creation of content using
machine learning models.
You May Have Heard GPT-3
GPT-3 is a Very Sophisticated General AI
equipped with several cognitive
technologies, which are models of high-
level reasoning and learning algorithms.
These models are used to acquire
knowledge in a huge range of subject
areas (including molecular biology,
physics, mathematics, linguistics, social
sciences, and even aesthetics) and use
this knowledge to derive new insights
and derive robust plans for improving its
own reasoning skills.
NLG for FAQs
@HamletBatista’s post touches
on how you can use another
model called T5 to generate
While We’re on the Subject of
If you weren’t aware, Hamlet
passed away recently. He was
an incredible contributor to
moving our community forward.
If you can, please give to his
GoFundMe organized by
GPT-2 for E-Commerce
I shared a blog post couple months back
on how to use it to generate copy for e-
97. When Google is processing content, they
extract and score entities. Compare your
page’s entity salience and ordering
against your competitors to identify what
you need to feature.
Do the same as you do your keyword
This is our CEO
I’m Mike King.
101. Mike King
Award Winning, SEO Industry Leader
Thank You | Q&A
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