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? In this presentation Andy Crestodina will cover 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 (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You’re about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
34. @crestodina #DigiMegaphone
Template for search-friendly headlines
Web Content Checklist: 21 ways to publish better content
(keyword + colon + number + headline with benefit)
35. @crestodina #DigiMegaphone
1. <title>
Use the phrase once in the beginning of the title tag
2. <h1> header
Use the phrase once in the header
3. Body text
Use the phrase 2-4 times every 500 words
Where to use the phrase
37. 1. <title>
Use the phrase once in the beginning of the title tag
2. <h1> header
Use the phrase once in the header
3. Body text
Use the phrase 2-4 times every 500 words
4. Meta Description
Use the phrase once in the meta description
Where to use the phrase
54. 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
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62. 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
63. 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
72. 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
82. @crestodina #DigiMegaphone
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.
83. Short paragraphs get read.
Long paragraphs get skimmed.
Very long paragraphs get skipped.
Jason Fried
Basecamp
94. ACTION: Write long?
1. Cover the subject in a detailed, thorough way
2. Answer all of the related questions
3. Make it the best page on the internet for the topic
115. 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!
Actions: How to win the featured snippet
@crestodina
140. “Hi, Jen! Would you like to
contribute a quote to this article?”
141. “Hi, Jen! Would you like to
contribute a quote to this article?”
“Sure, Andy! No problem.
How does this sound?”
142. “Hi, Jen! Would you like to
contribute a quote to this article?”
“Sure, Andy! No problem.
How does this sound?”
“This is perfect. Thanks, Jen!
I’ll let you know when this is live...”
162. @crestodina #DigiMegaphone
“...since I’ve been using your email sign-off about
collaboration, two people have taken me up on it...
...It’s great to notch these wins but it’s also rewarding to
realize that people really do need help...and something
they only need to be asked”