As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
• Find clues into what topics are semantically linked to each other
• Target topics, not just phrases, through writing (Semantic Search)
• Incorporate natural language into your content (voice search, answer boxes)
• Make visitors happy in ways that make Google happy (user interaction signals)
You're about to learn the step-by-step process for semantic search optimization each of the specific actions in SEO that will future-proof your search engine rankings.
11. @crestodina
We’ve been working on an intelligent model... that understands
real-world entities and their relationships to one another:
things, not strings.
Amit Singhal
Google
20. @crestodina
Semantic connections to “footer design”
website copyright
copyright text
website footer examples
header and footer
website footer definition
at the bottom of the page
designing a website footer
fat footer
guidelines
standards
best practices
usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template
21. @crestodina
Semantic connections to “footer design”
website copyright
copyright text
website footer examples
header and footer
website footer definition
at the bottom of the page
designing a website footer
fat footer
guidelines
standards
best practices
usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template
29. @crestodina
ACTION: Indicate the relevance
1. Use the target phrase in the title, header and body text
2. Find and use the words and phrases that are
semantically connected to the phrase you’re targeting
44. @crestodina
1. Write content that answers questions
2. Use sentences that include complete questions and
complete answers
3. Write detailed posts that rank high in the first place!
How to Rank #0
@crestodina
54. @crestodina
Your “readers” are scanners
source: How Little to Users Read? NN Group
Users have time to read at most 28%
of the words during an average visit.
20% is more likely.
71. @crestodina
Who makes content?
• Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
And of course...
• Bloggers and blog editors
77. 1. Monthly one-hour call, Skype or Hangout
2. Bring a guest each month
3. Miss it twice and you’re kicked out!
Start a mastermind group
78. 1. What are you doing that we can promote?
2. What are you writing that we can collaborate on?
3. What are you doing to be more productive?
4. Do I know anyone that you want to meet?
Content marketing mastermind agenda
79. 1. What are you doing that we can promote?
2. What are you writing that we can collaborate on?
3. What are you doing to be more productive?
4. Do I know anyone that you want to meet?
Content marketing mastermind agenda
80. 1. What are you doing that we can promote?
2. What are you writing that we can collaborate on?
3. What are you doing to be more productive?
4. Do I know anyone that you want to meet?
Content marketing mastermind agenda
81. 1. What are you doing that we can promote?
2. What are you writing that we can collaborate on?
3. What are you doing to be more productive?
4. Do I know anyone that you want to meet?
Content marketing mastermind agenda
87. @crestodina
Sit in the front row
Ask a question during Q & A
Thank them in person after the session
Have them sign a book
Ask if you can email them to get a contributor
quote later...
Tips for attending events
@crestodina
88. @crestodina
1. Quote and Mention
2. Contributor Quote
3. Roundup Posts
4. Deep Dive Interview
5. Invite to Guest Post
5 Ways to Collaborate
source: 5 Ways to Produce Better Web Content, Orbit Media
@crestodina
108. @crestodina
3 Ways to Meet Google’s Guidelines
source: Search Quality Evaluator Guidelines
1. Content is “Front and Center”
2. EAT: Expert, Authoritative, Trustworthy
3. “Highly Meets” vs. “Fails to Meet”
109. @crestodina
Content is Front and Center
source: Search Quality Evaluator Guidelines
“Is the content is at the top of the page?”
Put information high on the page, so visitors
can read without scrolling.
110. @crestodina
E-A-T the Results
source: Search Quality Evaluator Guidelines
"Can you trust the source of this content?”
• Expertise
• Authoritativeness
• Trustworthiness
Prove that you’re an expert, or "borrow" authority by
citing sources and other experts.
111. @crestodina
Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
“Does the content succeed at meeting the goals of the
visitor?”
Provide comprehensive answers, truly meeting visitors’
needs.
Create long, in-depth content that covers every angle of
your topic.