Velocitize your content to bring in more leads and sales. Are people sharing your web content? Can customers you’re your content in search? Learn tips and techniques to write amazing content with search and social in mind that is optimized, digestable and shareable. Make your content work harder to increase leads and sales for your business.

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@StoneyD
@debbriggs517
@kagray
Stoney G deGeyter
Deb Briggs
Kathy Gray
HOW TO WRITE AMAZING CONTENT
SEARCH ENGINES LOVE & PEOPLE WANT TO SHARE

2. 2
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
@StoneyDStoney G deGeyter

3. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: How do you search?
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

4. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
How people search
Keyword
Content
Think
Keywords
Hear
Keywords
Search
Keywords
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

5. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Education
• Answer
questions
Persuasion
• State
benefits
Readability
• Write
naturally
Write for human experience first
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

6. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Write for search engines second
2
nd
Maintain
reader value
Keywords not
obvious
Persuasive
content
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

7. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Focused keywords
Red
marbles
Too many keywords!
Jump
rope
Rubber
balls
Red
marbles
text text text text skeif mule text text
skeif mule text text mule text text text
text skief mule text text text text text
text text text skief text text mule text
text skief mule text text text text text
text text text text text text skief mule
text text text text red marbles text text
red marbles text text marbles text text
text red marbles text text text text text
text text red text text marbles text text
text red marbles text text text text text
text text text text text text red marbles
How search engines see content
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
jump rope text text red marbles text text
red marbles text text rubber balls text
text rubber balls text text text text text
text text marbles text text rope text text
text jump rope text rubber balls text text
text text balls text text text jump rope text

8. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
<Title>Beauty Tips, Cosmetics and Skin Care
Tutorials</Title>
Influences
Rankings
Provides
Label for
Browser
Drives
Initial
Click
*65 Character Limit
Keyword rich title tags
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

9. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Not always needed
Compelling
Substantially unique
20-40 word page
summary
Compelling meta description tags
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

10. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Makes
Scannable
Provides
Relevance
Creates
Hierarchy
Assists
Navigation
Use headings and sub-heads
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

11. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Proper heading tag hierarchy
<h1>One H1 per page.</h1>
<h2>Use outline format.</h2>
<h3>Keep content organized</h3>
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

12. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Integrate calls to action
Provide the
Next Step
Encourage
Supporting
Data
Call them to
Action
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

13. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Use images to draw visitors in
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

14. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Look for
Natural Links
Integrate
Keywords
Increase
Engagement
Making good use of editorial linking
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES

15. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Write optimized tags
PREPARING CONTENT FOR PEOPLE AND SEARCH ENGINES
• <title>Add Page Title Info Here</title>Title Tag
• <meta name=“description” content=“Place
your descriptive text here.”>
Meta
Description
• <h1>Place Your Primary Heading Info
Here</h1>Heading 1
• <h2>Place your secondary heading info
here</h2>Heading 2

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FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION
@StoneyDStoney G deGeyter

17. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Lady Worms Bean
Bag
Sandwich Sleeping Duffel
What do these keywords have in common?
Bag Bag of
Bag Bag Bag
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION

18. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
“cordless
telephone”
headset?
cordless
“telephone
headset”
Same phrase - different intent
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION

19. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of
affordable baby bedding.
Select sheets and comforters
for both boys and girls. Your
baby’s bedding can be fitted
perfectly with her crib or
toddler bed.
baby bedding
Core Term
• Specific phrase
• Use appropriately
Integrate core terms
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION

20. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of
affordable baby bedding.
Select sheets and comforters
for both boys and girls. Your
baby’s bedding can be fitted
perfectly with her crib or
toddler bed.
baby bedding
Supporting
• Core Term w/qualifier
• Long-tail phrases
Include supporting phrases
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION

21. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Choose from a wide variety of
affordable baby bedding.
Select sheets and comforters
for both boys and girls. Your
baby’s bedding can be fitted
perfectly her crib or toddler
bed.
baby bedding
Related
• Stemmed variations
• Semantic relation
Add related words
FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION

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FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE
@debbriggs517Debbie Briggs

23. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The original Nebraska is filled with internationally
recognized attractions that draw large
crowds of people every year, without fail. In
1996, some of the most popular places
were Fort Robinson State Park (355,000
visitors), Scotts Bluff National Monument
(132,166), Arbor Lodge State Historical
Park & Museum (100,000), Carhenge
(86,598), Stuhr Museum of the Prairie
Pioneer (60,002), and Buffalo Bill Ranch
State Historical Park (28,446).
Typical
readability
Cluttered
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

24. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The concise In 1996, six of the best-attended attractions
in Nebraska were Fort Robinson State
Park, Scotts Bluff National Monument,
Arbor Lodge State Historical Park &
Museum, Carhenge, Stuhr Museum of the
Prairie Pioneer, and Buffalo Bill Ranch
State Historical Park.
58% readability
50% text
reduction
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

25. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The bulleted Nebraska is filled with internationally
recognized attractions that draw large
crowds of people every year, without fail. In
1996, some of the most popular places
were:
• Fort Robinson State Park
(355,000 visitors)
• Scotts Bluff National Monument
(132,166)
• Arbor Lodge State Historical Park
& Museum (100,000)
• Carhenge (86,598)
• Stuhr Museum of the Prairie
Pioneer (60,002)
• Buffalo Bill Ranch State
Historical Park (28,446).
47% readability
Scannable
Layout
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

26. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The straight talk Nebraska has several attractions. In 1996,
some of the most-visited places were Fort
Robinson State Park (355,000 visitors),
Scotts Bluff National Monument (132,166),
Arbor Lodge State Historical Park &
Museum (100,000), Carhenge (86,598),
Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State
Historical Park (28,446).27% readability
Objective
language
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

27. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
A Jakob Nielsen Example…
The combination In 1996, six of the most-visited places in
Nebraska were:
• Fort Robinson State Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park &
Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical
Park
124%
readability
Objective
Concise
Scannable
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

28. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Let’s write some content.
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

29. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The long page
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

30. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The mid-length page
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

31. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
The short page
FORMATTING YOUR CONTENT TO MAKE IT DIGESTIBLE

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WRITING WITH SOCIAL IN MIND
@kagrayKathy Gray

33. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
What makes people share content?
Knowledge
Being the person
others turn to for input
and advice
Ego
Being the person who
has the newest or
coolest thing around.
Reward
Gaining either tangible
or intangible benefits
for sharing.
Passion
People who have a
vested interest in a
topic will share just
because they love
talking about it.
One or all of these factors are at play…
WRITING WITH SOCIAL IN MIND

34. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Traits of shareable content
• Humorous
• Relevant/Timely
• Captivating Images
• Original Thinking
• Awe-inspiring
• High-Quality
• Credibility
• Personality
• Statistical
• How-To
WRITING WITH SOCIAL IN MIND

35. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Content traits that will kill you
• Racism
• Sexism
• Risque
• Repetitive
• Overly Personal
• Poor Gram-mer
• Sales, Sales, Sales!
Source: SocialToaster
WRITING WITH SOCIAL IN MIND

36. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Photos strengthen your message
WRITING WITH SOCIAL IN MIND

37. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Video strengthens your message
WRITING WITH SOCIAL IN MIND

38. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Infographics strengthen your message
WRITING WITH SOCIAL IN MIND

39. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Make it easy to share your content
WRITING WITH SOCIAL IN MIND

40. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Deliver your message within parameters
Can you create a compelling call to action and set expectations while
inspiring the click in less than 140 characters? Cause you'll need to.
WRITING WITH SOCIAL IN MIND

41. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Exercise: Tweet Challenge
Create a Tweet
Go to: http://ppmkg.com/linksworth
140 Characters Max
Leave 20 Characters for a Link
Ideal Tweet = 77-110 Characters
WRITING WITH SOCIAL IN MIND

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“VIRAL” MARKETING
@kagrayKathy Gray

43. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Viral Reality
3.3% of Facebook posts go viral
Over 100 hrs. of video are uploaded to YouTube every minute
“VIRAL” MARKETING

44. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
What defines viral success?
Meets
YOUR
goal
Traffic
Emotions
Brand Boost
Conversions
Positive
ROO
Links
Spread
Mentions
“VIRAL” MARKETING

45. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Eight traits of viral
Simple Unexpected Credible
High
Emotions
Practically
Useful
Positive
Weird/
Strange
Thought
Provoking
“VIRAL” MARKETING

46. AMAZING CONTENT SES LOVE & PEOPLE WANT TO SHARE @PolePositionMkg #PPMedu
Viral checklist
Does/Is your content?
• Sufficiently cover the topic?
• Inspire a high-energy emotion like awe, anger, or
anxiety?
• Tone convey emotion?
• Practically useful?
• Spark interest?
• Surprise?
• Author have fame/credibility?
• Actually funny? Are you sure your friends aren’t just
being nice?
Source: Moz.com
“VIRAL” MARKETING

47. Thank You!
How to Turn Web Analytics Into
Business Growth November 5, 2013
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