how to provide unique value in your content
TRANSCRIPT
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SEO + Content
How to Provide Unique Value in Your Content
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Table of Contents
- What Content Matters for SEO?
- Traditional On-Page Ranking Factors
- The Basics of Valuable Content
- How Do We Create Unique Value?
- Reality Check on Unique Content
- Where Can You Outperform Your Competitors?
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What Content Matters for SEO?
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What Content Matters for SEO?
Primary Content vs. Secondary Content
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What Content Matters for SEO?
Primary Content:Content easily found by search engines
Web Pages- About Us, Product/Services, FAQ, Tutorials, Contact
Blog Articles- Industry Trends and Insights, Interviews
Landing Pages- Lead capture: downloadable offers, demo request
Customer Testimonials and Product Reviews
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What Content Matters for SEO?
Secondary Content: Content must be carefully optimized for search engines
Images - Blog images, Products/Services, Bio photos
Videos- Behind the scenes, How-to, Recorded Webinars
PDFs- Free guides, White papers, Instructions, Case Studies
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Traditional On-Page Ranking Factors
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Architecture/HTML- URLs- H1/H2 tags- Meta description- Mobile friendly- Schema markup- Speed- Canonicalization- Image alt attributes
Content- Keyword selection and use- Title- Copy length- Ratio of keywords:copy- Semantic support
Source: Search Engine Land Periodic Table of SEO Success
Traditional On-Page Ranking Factors
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The Basics of Valuable Content
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The Basics of Valuable Content
That’s all great information but…
What makes content valuable to search engines?
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Answer:
Content is rewarded that best resolves the user’s intent behind their search query
The Basics of Valuable Content
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Comprehensive and Holistic Copy- Well researched with attribution- High word count: 700 to 2,400 words
Recent Publication Date- Timestamp and refreshed with new info- Done is better than perfect
Site Relevancy - High CTR from SERPs- Internal linking to other related content pieces- External authority: How do other sites see your site?
The Basics of Valuable Content
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How Do We Create Unique Value?
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Content must build off others’ workNOT repeat it
How Do We Create Unique Value?
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Think like news agency: What happens duringa breaking news story?
How Do We Create Unique Value?
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Review the SERPs for Your Keywords/Topics- Know what everyone else is saying = don’t repeat it
Take a Fresh Angle- Enhance the conversation- Offer new information (i.e. new data)
Ask and Answer Real Questions- Think critically about the intent behind search queries
Time Sensitive- Pay attention to real time/seasonal needs
The Basics of Valuable Content
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Reality Check on Unique Content
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Reality Check on Unique Content
Bad news:
A lot of sites are following the above methods. This is now the minimum bar to:
a.) Outrank the giants b.) Solidify staying power
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Reality Check on Unique Content
"Really, where I want folks to go and where I always expect content from Moz to go is here, and that is 10x, 10x better than anything I can find in the search results today.
If I don't think I can do that, then I'm not going to try and rank for those keywords. I'm just not going to pursue it”
- Rand Fishkin, MozWhy Good Unique Content Needs to Die
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Where Can You Outperform Your Competitors?
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UX- Opportunity for mobile friendly results?
Format- Create more engaging content? (i.e. Data visualizations)
Ideas/Topics- Is there a lack of information? - Can I take this topic and add something new?
Authority & Relevance - Can I create content with new links from better sources?
The Basics of Valuable Content
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This type of content requires a significant time investment:
a.) research your topic b.) analyze your competitors resultsc.) determine your own resources
How Do We Create Unique Value?
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As you become more authoritative in content, as readers begin to trust your brand for advice (see Quinn’s guacamole post) then you begin to build inherent quality and value- MarketingLand- Moz- Search Engine Journal- Vertical Measures
How Do We Create Unique Value?
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Thank You