1.
Masterclass: Search Engine Optimization
Andy Crestodina
@crestodina | #ContentJam
Ryan Erwin
@ryanerwin33 | #ContentJam

2.
(Almost) All Things Organic Search
@crestodina #ContentJam
1. Technical
2. Authority
3. Relevance
4. Internal Linking
5. Semantic SEO
6. Analytics for higher rankings
7. User Interaction Signals
8. Building an SEO report

3.
64% of website visits start with search
@crestodina #ContentJam
source: Conductor

4.
Google Market Share
(desktop)
@crestodina #ContentJam
source: Search Engine Land

5.
Google Market Share
(mobile)
@crestodina #ContentJam
source: Search Engine Land

6.
Click through rate by search position
@crestodina #ContentJam
source: https://www.advancedwebranking.com/ctrstudy/

7.
Click through rate by search position
@crestodina #ContentJam
source: https://www.advancedwebranking.com/ctrstudy/

8.
“wedding dresses”
@crestodina #ContentJam

9.
“wedding dresses”
@crestodina #ContentJam

10.
“lace wedding dresses”
@crestodina #ContentJam

11.
“lace wedding dresses”
@crestodina #ContentJam

12.
“modern wedding dresses”
@crestodina #ContentJam

13.
“modern wedding dresses”
@crestodina #ContentJam

14.
Search fills the funnel
@crestodina #ContentJam

15.
Social
Email
Search
@crestodina #ContentJam

16.
Social
Email
Search
@crestodina #ContentJam

17.
Social
Email
Search
@crestodina #ContentJam

18.
@crestodina #ContentJam
Traffic flowing
through a search
optimized site

19.
The spike and the long tail
@crestodina #ContentJam
Initial spike from
email and social
(one week)
Daily visits from
organic search
(months or years)

20.
Social Media vs. Search Traffic
@crestodina #ContentJam

21.
Social Media vs. Search Traffic
@crestodina #ContentJam

22.
Social Media vs. Search Traffic
@crestodina #ContentJam

23.
Social Media vs. Search Traffic
@crestodina #ContentJam

24.
Social Media vs. Search Traffic

25.
@crestodina #ContentJam
Technical SEO

26.
Technical SEO
@crestodina #ContentJam
1. URLs ...vs. tabs, popups, separate domains
2. Discoverable, crawl-able
3. sitemap.xml, robots.txt
4. Duplicates
5. Site speed
6. Errors
7. Sitelinks

27.
sitemap.xml
@crestodina #ContentJam

28.
sitemap.xml
@crestodina #ContentJam

29.
robots.txt
@crestodina #ContentJam
• Tells search engines what they
should and shouldn’t crawl
• Set it up carefully, to give search
engines good instructions
Disallow: / = no crawl!!

30.
robots.txt
@crestodina #ContentJam

31.
robots.txt
@crestodina #ContentJam

32.
robots.txt
@crestodina #ContentJam

33.
@crestodina #ContentJam

34.
@crestodina #ContentJam

35.
@crestodina #ContentJam

36.
@crestodina #ContentJam

37.
Pages, tabs, topics and URLs
@crestodina #ContentJam

38.
@crestodina #ContentJam

39.
@crestodina #ContentJam

40.
@crestodina #ContentJam

41.
Images
vs. text
@crestodina #ContentJam

42.
Images
vs. text
@crestodina #ContentJam

43.
Images
vs. text
@crestodina #ContentJam

44.
Snippets vs. rich snippets
@crestodina #ContentJam

45.
Snippets vs. rich snippets
@crestodina #ContentJam
The difference is “schema”

46.
Schema.org and structured markup
@crestodina #ContentJam
1. Product
2. Location
3. Organization
4. Recipe
5. Reviews

47.
Snippets vs. rich snippets
@crestodina #ContentJam

48.
Schema standards for recipes
@crestodina #ContentJam
source: schema.org

49.
Does your website have it? Schema Tools
@crestodina #ContentJam
• Google’s Structured Data Tester
• Schema Creator
• Schema.org

50.
Universal search results
@crestodina #ContentJam
source: MOZ

51.
Sitelinks
@crestodina #ContentJam

52.
Sitelinks
@crestodina #ContentJam

53.
Domain Strategy: Where to blog?
@crestodina #ContentJam

54.
Domain Strategy: Where to blog?
@crestodina #ContentJam

55.
Domain Strategy: Where to blog?
@crestodina #ContentJam
...good

56.
Domain Strategy: Where to blog?
@crestodina #ContentJam

57.
Domain Strategy: Where to blog?
@crestodina #ContentJam

58.
Domain Strategy: Where to blog?
@crestodina #ContentJam
...better!

59.
Domain Strategy: Where to blog?
@crestodina #ContentJam

60.
Domain Strategy: Where to blog?
@crestodina #ContentJam

61.
Domain Strategy: Where to blog?
@crestodina #ContentJam
...bad

62.
URL Structure Best Practices
@crestodina #ContentJam
1. Short
2. Few slashes
3. Includes target phrase

63.
@crestodina #ContentJam
Authority

64.
How Google Works
@crestodina #ContentJam

65.
Links are authority
@crestodina #ContentJam

66.
@crestodina #ContentJam
Source: MOZ Search Ranking Factors 2015
The correlation between links and rankings

67.
more links = more authority
@crestodina #ContentJam

68.
links from authoritative websites =
much more authority
@crestodina #ContentJam

69.
@crestodina #ContentJam

70.
Many outgoing links =
less authority per link
@crestodina #ContentJam

71.
@crestodina #ContentJam
Source: Open Site Explorer
Link popularity and domain authority

72.
@crestodina #ContentJam
Checking keyword difficulty
Source: MOZ Keyword Explorer

73.
@crestodina #ContentJam
If your authority is greater than the difficulty,
you’ve got a chance...


74.
@crestodina

75.
1. Know your Domain Authority
2. Don’t expect to rank for a phrase if it’s way
outside of your league!
ACTION: Understand authority and competition
More here: How to increase your Domain Authority
@crestodina #ContentJam

76.
@crestodina #ContentJam
Words and phrases used as text
in the links to a website
Anchor Text

77.
@crestodina #ContentJam
The text in
the links to
your website

78.
@crestodina #ContentJam
The text in
the links to
your website

79.
@crestodina #ContentJam
It’s good when a link includes
the target keyphrase

80.
@crestodina #ContentJam
Source: Ahrefs
Partial / exact match of anchor text and keyphrase
(% of all referring domains)

81.
@crestodina #ContentJam
Source: Ahrefs
Referring domains with partial/exact match of anchor
text and keyphrase

82.
@crestodina #ContentJam
It’s bad if all the links include
the target keyphrase

83.
@crestodina #ContentJam
Buttons vs.
text links

84.
@crestodina #ContentJam
Relevance

85.
@crestodina #ContentJam
Which topics have a natural advantage in search?
Topics

86.
@crestodina #ContentJam
The Two Most
Powerful Topics
More on this tomorrow...

87.
1. Original research
2. Strong opinion
The two types of content that get links and shares
source: MOZ, Buzzsumo
@crestodina #ContentJam

88.
source: Moz, BuzzSumo
@crestodina #ContentJam

89.
source: Moz, BuzzSumo
@crestodina #ContentJam

90.
@crestodina #ContentJam
...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.

91.
@crestodina #ContentJam
Do people search for it?
Do I have a chance of ranking for it?
Choosing Keyphrases

92.
@crestodina #ContentJam
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
Online searches by type
Informational
Transactional
Navigational

93.
@crestodina #ContentJam
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
Online searches by type
Informational
Transactional
Navigational
?
$
brand

94.
Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.

95.
@crestodina #ContentJam
Keyphrases = Competitions
Pages = Competitors

96.
Topics and website structure
@crestodina #ContentJam
CENTRAL HUB
Main topic, business category
RELATED SUB-TOPICS
Answers to the main questions,
“how to” articles
SUPPORTIVE BASE
Broad range of helpful, related
topics

97.
Keyphrases and website structure
@crestodina #ContentJam
PRIMARY KEYPHRASE
Home page targets the most competitive phrase
SECONDARY KEYPHRASES
product categories, services pages
TERTIARY KEYPHRASES
Phrases related to the problem, not the solution
$
$
?

98.
1. Popularity
People are searching for it
2. Competition
We have a chance of ranking for it (competition)
3. Relevance
If someone searches for it and finds us,
they’ll be happy!
Three criteria for choosing keyphrases
@crestodina #ContentJam

99.
@crestodina #ContentJam
source: Google Keyword Planner
Google
Keyword
Planner

100.
Google
Keyword
Planner
@crestodina #ContentJam
source: Google Keyword Planner

101.
@crestodina #ContentJam
Google
Suggest

102.
@crestodina #ContentJam
Google
Suggest
keywordtool.io

103.
@crestodina #ContentJam
Google
Trends

104.
@crestodina #ContentJam

105.
1. Confirm that there is some demand for the phrase
2. Target phrases only if your authority is in the same
range as the other high ranking pages
ACTION: Keyword Research
@crestodina #ContentJam

106.
@ryanerwin33
KEYWORD ACTIVITY
Ask yourself:
Q1: What keywords are my target audience
searching for when looking for my business?
Part 2:
Take one of those keywords and call it H1
Q2: What are the H2, H3, & H4 on that page?
#ContentJam

107.
@ryanerwin33
Debrief: Keyword Activity
• Every webpage should have (one) H1
• H1 – Thesis
• H2 – Main Supporting Topics
• H3+ – Supporting details
• NOTE: H2+ – secondary related keywords
#ContentJam

108.
@ryanerwin33
On Page Keyword Usage
• H tags - organize page information
• H1+ hierarchy
• Utilize Primary and Secondary Keywords in meta tags and description
• Alt tags – keyword opportunity
• Optimize images
-Use keywords in image files names
• Happy Medium – avoid keyword stuffing
#ContentJam

109.
Think of your Heading Tags
as a page outline…
@ryanerwin33 #ContentJam

110.
@crestodina #ContentJam
Indicate the relevance
Using keyphrases

111.
1. <title>
Use the target keyphrase once in the beginning of
the title tag
2. <h1>
Use the target keyphrase once in the header
3. Body text
Use the phrase 2-4 times for each 500 words
Visible = important
@crestodina #ContentJam

112.
1. Meta description
2. URLs
3. Alt text
4. File names
5. Meta keywords
6. Etc.
Less visible = less important
@crestodina #ContentJam

113.
Once in the <title>
@crestodina #ContentJam
…and it’s often the link in Google search results!
It’s above the address bar in your browser…

114.
<title>Home</title>

115.
Once in the <h1> header

116.
Template for search-friendly headlines
@crestodina #ContentJam
Web Content Checklist: 21 ways to publish better content

117.
Template for search-friendly headlines
@crestodina #ContentJam
Web Content Checklist: 21 ways to publish better content
(keyword + colon + number + headline with benefit)

118.
In the body text

119.
@crestodina #ContentJam
Internal Linking

120.
@ryanerwin33
Internal Linking
• Building page authority using internal links
• Technique:
1. site: “keyword”
2. Identify page to
link from
3. Anchor text link to
build page authority
#ContentJam

121.
@crestodina #ContentJam
Images go here!

122.
@ryanerwin33
Internal Linking cont’d
• One step further on Conversion Rate Optimization (CRO)
• As the authority and relevance flows…
- Blog post to internal content page or Old blog to updated post
- Digital Funneling  conversion (form/call/purchase)
- Off Page : Social/Email/Referral  Post  Content Page
• Choreograph user experience from landing to Conversion
#ContentJam

123.
Build Page Authority from
your existing Link Juice…
@ryanerwin33 #ContentJam

124.
@crestodina #ContentJam
The Joys of Guest Blogging

125.
WHERE to publish
@crestodina #ContentJam
YOUR SITE
OTHER SITES

126.
WHO does the writing
@crestodina #ContentJam
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS

127.
Blogging vs. Guest Blogging
@crestodina #ContentJam
Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2

128.
Blogging vs. Guest Blogging
@crestodina #ContentJam
Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4
(better links + real connections)

129.
Blogging vs. Guest Blogging
@crestodina #ContentJam
Nice blog, but… This is what great
content marketing looks like.

130.
@crestodina #ContentJam

131.
@crestodina #ContentJam
Semantic SEO
Target the topic, not the phrase

132.
@crestodina #ContentJam
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

133.
@crestodina #ContentJam

134.
@crestodina #ContentJam

135.
@crestodina #ContentJam

136.
@crestodina #ContentJam

137.
@crestodina #ContentJam

138.
@crestodina #ContentJam

139.
@crestodina #ContentJam

140.
@crestodina #ContentJam
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

141.
@crestodina #ContentJam
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

142.
@crestodina #ContentJam
Rankings climb for “website footer design”

143.
@crestodina #ContentJam
What was the search volume?

144.
@crestodina #ContentJam
And finally, the traffic...

145.
@crestodina #ContentJam
Best of all?
It’s attracted
links

146.
@crestodina #ContentJam
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

147.
@crestodina #ContentJam
Which keywords are helpful?
Which links are helpful?
Let’s Review

148.
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase

149.
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase

150.
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase

151.
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?

152.
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?

153.
@crestodina #ContentJam
blog post
guest post
research
post on another site
keyphrase
keyphrase

154.
@crestodina #ContentJam

155.
@crestodina #ContentJam

156.
@crestodina #ContentJam
Length
A measure of quality?

157.
Long content gets shared more
@crestodina #ContentJam
source: BuzzSumo dataset: OrbitMedia.com

158.
Long content attracts more links
@crestodina #ContentJam
source: Hubspot
> 2500
2250 – 2500
2000 – 2249
1750 – 1999
1500 – 1749
1250 – 1499
1000 – 1249
750 – 999
500 – 749
250 – 499
0 - 249

159.
Length, links and shares
@crestodina #ContentJam
source: MOZ, Buzzsumo
Article Length Avg Shares Avg Referring Links
< 1,000 2,823 3.47
1 - 2,000 3.456 6.92
2 – 3,000 4,254 8.81
3 – 10,000+ 5,883 11.07
n = 489,128 articles (over 85% had less than 1,000 words)

160.
Long content correlates with high rankings
@crestodina #ContentJam
source: CoSchedule

161.
Long content generates more leads
@crestodina #ContentJam
source: Curata

162.
@crestodina #ContentJam
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

163.
Answer all the
related questions
@crestodina #ContentJam
source: answerthepublic.com

164.
@crestodina #ContentJam

165.
@crestodina #ContentJam
• 11 answers
• 4 images
• 3 quotes
• 2100+ words
Complete!

166.
@crestodina #ContentJam
• 11 answers
• 4 images
• 3 quotes
• 2100+ words
Complete!

167.
@crestodina #ContentJam
• 11 answers
• 4 images
• 3 quotes
• 2100+ words
Complete!

168.
@crestodina #ContentJam

169.
@crestodina #ContentJam
Using Analytics for Better SEO

170.
@crestodina #ContentJam
Find the low hanging fruit
Which posts have
ranking potential?

171.
@crestodina #ContentJam
How can we make more of these?
Initial spike from
email and social
(one week)
Daily visits from
organic search
(months or years)

172.
@crestodina #ContentJam
Acquisition > Search Console > Queries

173.
@crestodina #ContentJam
Acquisition > Search Console > Queries

174.
@crestodina #ContentJam
Acquisition > Search Console > Queries

175.
@crestodina #ContentJam
Acquisition > Search Console > Queries

176.
@crestodina #ContentJam
Acquisition > Search Console > Queries

177.
@crestodina #ContentJam
SEMrush

178.
@crestodina #ContentJam
How high
are we ranking?

179.
@crestodina #ContentJam
How high are
we ranking?
Current ranking
for phrase: #9

180.
@crestodina #ContentJam
ACTION: Optimize the “almost high-ranking” pages
1. Search for the phrase. Find the page. Confirm the rank.
2. Improve the page by adding detail, keywords,
examples, images, video, internal linking, etc.

181.
@crestodina #ContentJam
This really works...

182.
@crestodina #ContentJam
How is your website unsatisfying?
The Report of Broken Dreams

183.
@crestodina #ContentJam
Behavior > Site Search > Search Terms

184.
@crestodina #ContentJam
Behavior > Site Search > Search Terms

185.
@crestodina #ContentJam
Behavior > Site Search > Search Terms

186.
@crestodina #ContentJam
Behavior > Site Search > Search Terms

187.
@crestodina #ContentJam
Behavior > Site Search > Search Terms

188.
@crestodina #ContentJam
Behavior > Site Search > Search Terms

189.
@crestodina #ContentJam
ACTION: Insights from the Site Search report
1. Don’t have a page on the topic? Make one!
2. Have a page that doesn’t appear for the keyphrase?
Optimize your content to rank in your search tool.

190.
@crestodina #ContentJam
User Interaction Signals

191.
@crestodina #ContentJam
User Interaction Signals ...and “RankBrain”
1. Click through rate from search results pages
2. Bounce Rate
3. Time on page

192.
@crestodina #ContentJam
Evidence that these are ranking factors
source: How Google Works: A Ranking Engineer’s Perspective, Paul Haar (slide 30)

193.
@crestodina #ContentJam
Time on page correlation

194.
@crestodina #ContentJam
Time on page correlation

195.
@crestodina #ContentJam
The Short Click vs. The Long Click

196.
@crestodina #ContentJam
ACTION: Keep your visitors on your page
1. Format for Scanners
2. Add Multiple Images
3. Add Video
4. Internal Linking
5. Go Deep!

197.
@crestodina #ContentJam

198.
@crestodina #ContentJam
Avoid long, blocky
paragraphs

199.
@crestodina #ContentJam
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.

200.
@crestodina #ContentJam
Add multiple images
source: 2015 Blogger Survey

201.
@crestodina #ContentJam
Building an SEO Report

202.
@ryanerwin33
Components of an SEO Report
1. Keyword Rankings
2. Click Through Rate (CTR)
3. Goal Conversions – Google Analytics
4. Links
5. Site Traffic
6. Paid Insights
#ContentJam

203.
@ryanerwin33
Keyword Rankings
#ContentJam
• Search ranking
• Trend up/down
• Difficulty
• CPC (Paid)
• Landing Page

204.
@ryanerwin33
Keyword Rankings
• Awesome - #1
• Great - #2-3
• Very Good – #4-9 (page 1)
• No Good - everything else
#ContentJam

205.
@ryanerwin33
Click Through Rates (CTR)
1. Be Searchable
2. Attract Clicks
3. Drives CTR
4.  Conversion
#ContentJam

206.
@ryanerwin33
Goals
1. Shows Conversions
2. Goal Funnel
3. Assign $ to KPIs
#ContentJam

207.
@ryanerwin33
Inbound Links / backlinks
• Quantity
• Diversity
• Relevance
#ContentJam

208.
@ryanerwin33
Backlinks – Quantity, Diversity
• Browser Toolbar
• Domain/Page Auth
• Link Buying  Bad
#ContentJam

209.
@ryanerwin33
Backlinks – Relevance
• Doctor
• High Value
• High Authority
• Relevant Link
#ContentJam

210.
@ryanerwin33
Backlinks – Measurement
• MOZ OSE
• Identify
• Value
• Timing
#ContentJam

211.
@ryanerwin33
Activity
What kinds of websites would you want to link to you?
• Authoritative
• Brand Appropriate
#ContentJam

212.
@ryanerwin33
Organic Traffic Analytics
Growth in organic traffic
Behavior of organic visitors
Goal Completions
#ContentJam

213.
@ryanerwin33
Paid Search Equivalents
#ContentJam

214.
@ryanerwin33
Paid Search Equivalents
22 X $2.26 = $49.72 organic payoff
in September for “car wraps”
#ContentJam

215.
@ryanerwin33
Paid Search Equivalent
Determine how much you are spending now (or could be spending)
on paid search:
• What KWs are most expensive?
• What KWs have the most clicks?
• What KWs have the highest CTR?
#ContentJam

216.
@crestodina #ContentJam
Example: Lead Generation Best Practices

217.
@crestodina #ContentJam
Add it up...
500 Pageviews/month
$45 per Pageview
$22,500 / month in free traffic

218.
@crestodina #ContentJam
Four questions to put things in context...
The Mindset of Search

219.
@ryanerwin33 #ContentJam
People looking for me are searching for what?

220.
@ryanerwin33 #ContentJam
Which page on my website is relevant
to that phrase?

221.
@ryanerwin33 #ContentJam
Is this page one of the top 10 pages
on the internet for this phrase?

222.
@ryanerwin33 #ContentJam
Will people who searched for this phrase
be happy to have found this page?

223.
@crestodina #ContentJam
The Bottom Line

224.
Thank you!
Andy Crestodina
@crestodina | #ContentJam

225.
@crestodina #ContentJam
How does social media affect SEO?

226.
@crestodina #ContentJam
Everything in marketing is
based on relationships.

227.
lead

228.
lead
traffic
conversions

229.
lead
traffic
conversions
search
email
social

230.
lead
traffic
conversions
search

231.
lead
traffic
conversions
rank

232.
lead
traffic
conversions
rank
content
links

233.
lead
traffic
conversions
rank
content
links
content
relationships

234.
@crestodina #ContentJam
The social sharing, ranking correlation
Source: MOZ Search Ranking Factors 2013

235.
@crestodina #ContentJam
Number of people who drown in swimming pools
Number of films Nicolas Cage appeared in
sources: CDC, IMDB and tylervigen.com

236.
@crestodina #ContentJam
How Social Media
Affects Rankings

237.
@crestodina #ContentJam
Social actions, search outcomes

238.
@crestodina #ContentJam
Social actions, search outcomes

239.
@crestodina #ContentJam
There are two kinds of people on the internet
Creators
Contributors
and “lurkers”

240.
@crestodina #ContentJam
Who makes content?
• Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
And of course...
• Bloggers and blog editors

241.
@crestodina #ContentJam
There are two types of social media

242.
@crestodina #ContentJam
There are two types of social media

243.
@crestodina #ContentJam
There are two types of social media

244.
@crestodina #ContentJam
How to connect with
content creators

245.
@crestodina #ContentJam
Social media is the world’s
greatest phonebook.

246.
@crestodina #ContentJam

247.
@crestodina #ContentJam

248.
@crestodina #ContentJam
Build a list

249.
@crestodina #ContentJam
Ninja Outreach

250.
@crestodina #ContentJam
Social targeting is a fun way
to drive traffic, too.

251.
@crestodina #ContentJam
Step One: Listen
 Subscribed to blog by feed / email
 Use Talkwalker, Newsle and Brand24
 Google+: Add to circle
 Twitter: Follow
 Twitter: Add to a “radar” list

252.
@crestodina #ContentJam

253.
@crestodina #ContentJam

254.
@crestodina #ContentJam
Step Two: Engage
 Favorite their tweets
 +1 their posts
 Like comments on other blogs
 Comment on their blogs

255.
@crestodina #ContentJam

256.
@crestodina #ContentJam
Step Three: Connect
 Connect on LinkedIn
 Like LinkedIn posts, mention them
 Endorse on LinkedIn
 Write a recommendation on LinkedIn
 Send friend request on Facebook
 Like Facebook posts, mention them

257.
@crestodina #ContentJam
Step Four: The Extra Mile
 Follow on Quora, Medium, Instagram, Yelp,
MeetUp, Storify, Listly, Coursera
 Follow on apps like Spotify, Runkeeper,
FitBit, etc.
 *REVIEW PODCAST on iTunes
 *REVIEW BOOK on Amazon

258.
@crestodina #ContentJam
Take... your... time...

259.
@crestodina #ContentJam
Cross the streams
The strength of weak connections!

260.
Who shared it
On Twitter?
@crestodina #ContentJam

261.
Say thank you on LinkedIn
@crestodina #ContentJam

262.
@crestodina #ContentJam
Step Five: Collaborate
 Mention them in your content
 Get a contributor quote
 Include them in an expert
roundup
 Deep dive interview

263.
@crestodina #ContentJam
Step Six: Friendship!
 Phone call, Skype or Google+
Hangout
 Face-to-face meeting
 Mastermind Group
 Hand-written thank you note

264.
@crestodina #ContentJam
If you’re not making friends,
you’re doing it wrong

265.
@crestodina #ContentJam
Writing for Natural Language Search

266.
@crestodina #ContentJam
ACTION: Write for natural language search
1. Use sentences that include the complete meaning
2. Include full questions and full answers

267.
@crestodina #ContentJam
Google’s Quality Rater Guidelines

268.
@crestodina #ContentJam
Google’s Search Quality Guidelines
source: Search Quality Evaluator Guidelines

269.
@crestodina #ContentJam
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”

270.
@crestodina #ContentJam
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.

271.
@crestodina #ContentJam
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.

272.
@crestodina #ContentJam
Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
“Does the content succeed at meeting the goals of the
visitor?”
Page should provide a comprehensive answer, truly
meeting the visitor’s needs.
Create long, in-depth content that covers every angle of
your topic.

273.
@crestodina #ContentJam
Common Myths