1. Content Isn't Just King,
It's Also Queen & Ace
by: David Waterman
@SEOWaterman

2. Content CAN be king…
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3. But it’s not always worthy of being king.
Well I
didn’t vote
for you!
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4. You need to have your court in order…
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5. If you want to be successful in your quest…
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6. And not be taunted by the French.
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7. How NOT to Be Taunted by
the French
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8. You need to have a plan
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9. Coming up with your plan…
• Think Beyond the Blog!
• Identify Your Content Concept
• Give Your Content a Home
• Call Out the Conversion Path
• Optimize
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10. Think Beyond the Blog!
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11. Think Beyond the Blog!
Don't say "Hey! Let's create a blog!".
- Have a real content strategy.
Ask Yourself…
• What is the objective of creating content?
• Who is the target audience?
• How will the brand tie into this content?
• King of the who?
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12. Identify Your Content Concept
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13. Identify Your Content Concept
Don't write like the wind.
- Have a clear direction.
Ask Yourself…
• What is the tone of this content?
• What is the unique aspect of it?
• Who will write this content?
• What is my name? What is my quest? What is my favorite
color?
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14. Give Your Content a Home
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15. Give Your Content a Home
Don't just shove your content into your site.
- Give it a real home.
Ask Yourself…
• Do we create a separate category
for this new content?
• What on-going tech resources are
needed to support this content?
• Is our website a silly place?
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16. Call Out the Conversion Path
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17. Call Out the Conversion Path
Don't expect your content to convert on it's own.
- Create the conversion path.
Ask Yourself…
• How will a reader end up buying
my product/services via this content?
• Does the content actually prohibit
conversions?
• What is the airspeed velocity of an
unladen swallow?
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18. Optimize
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19. Optimize
Content may be king,
but the Title Tag is still a ranking factor.
Ask Yourself…
• Does my content have Meta Data?
• Did I do any keyword research
to match user intent?
• Am I trying to cut down the mightiest tree in the forest with a
herring?
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20. In Conclusion…
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21. Conclusion
• Just because some watery tart gives you a sword
doesn’t mean you’re content is king
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22. Conclusion
• Just because some watery tart gives you a sword doesn’t
mean you’re content is king
• The French will taunt you if your content plan sucks
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23. Conclusion
• Just because some watery tart gives you a sword doesn’t
mean you’re content is king
• The French will taunt you if your content plan sucks
• Camelot is a silly place, so don’t put your content there
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24. Conclusion
• Just because some watery tart gives you a sword doesn’t
mean you’re content is king
• The French will taunt you if your content plan sucks
• Camelot is a silly place, so don’t put your content there
• If the Black Knight is blocking the conversion path in
your content, just cut off his arms and legs
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25. Conclusion
• Just because some watery tart gives you a sword doesn’t
mean you’re content is king
• The French will taunt you if your content plan sucks
• Camelot is a silly place, so don’t put your content there
• If the Black Knight is block the conversion path in your
content, just cut off his arms and legs
• Content optimization has nothing to do with shrubberies,
cutting down a tree with a herring or putting the keyword
“Ni” in your Title tag.
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26. The End
@SEOWaterman