Download - Perfect Pages: Content Strategy and SEO
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Perfect Pages @cyrusshepard
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About Me:
•FormerLeadSEO&DirectorofContent–Moz•Owner-FazillionMedia•Write,Speak,&SomeEmesConsult•All-aroundSEOGeek
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My First “Marketing” Job
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What it felt like
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SEO: Delivering exactly what the user wants at the exact moment they seek it.
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SEO: Delivering exactly what the user wants at the exact moment they seek it.
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Giardia
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“Perfect Pages” noun,plural• Category-definingresourcesthatrankhighlyfor1000sofkeywordsandvariaEons
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hMps://m
oz.com
/learn/seo/Etle-tag
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9.3% 6.5% 1.5%
0.039%ofPages=17.3%ofOrganicTraffic
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7ElementsofCra[ingPerfect
Pages
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1.DesignedtoAnswerQuesEonstoSaEsfyUserIntent
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What’s the best
restaurant in
Portland?
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Telemarketer
Challenge:
Rank #1 for
“Best Restaurant in Portland”
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Optimized Title Tag <title>Best Restaurant – Pancake House in
Portland Oregon</title>
Optimize TF-IDF
Page Segmentation
Semantic Distance
Co-occurrence Optimization
Entity Salience
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“Best Restaurant in
Portland”
(ifyou’relucky)
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dt
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2.ComprehensivelyAnswersQuesEonsBeyondtheKeyword
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Whatarethetoprestaurants? Wherearethey?
What’sthewebsite?
CanImakereservaEons?
HowdoIgetthere?
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“FenugreekandLiverDamage”
Targetedvs.Comprehensive
#1 #2
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The Long Tail is Very Hard to Predict
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Lots of questions. Many searches.
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Filter for Questions
Moz Keyword Explorer
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3.EmployStructureasaStrategy
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We still publish content like this
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DILUTION
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<!DOCTYPE><a><abbr><acronym>2<address><applet>3<area><arEcle><aside><audio><b><base><basefont>4<bdi><bdo><big>4<blockquote><body>
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<h3><h4>
<h4>
Don’tsweatthemarkup
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WhiteboardFridaysCirca2010
VideoOnly:GoodforHumansPoorforRobots
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We added transcripts
Searchenginesloveme!
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What human wants to read this?!?!
Nope!
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Added rich formatting
• Headers • Images • Scanable
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Holy Engagement Batman!
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4.UniqueMediaand/orInteracEons
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GenericUniqueImage• Summarizesbasicpointsofpost• Took2minutestomake• Increasesengagement• Look,anotherbulletpoint!
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5.RelentlesslyPursueEngagement
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384%IncreaseinOrganicTraffic
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83.2%45.3%
+25%NewPages-45.5%BounceRate
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“GivetheuserzeroexcusetohitthebackbuMon”
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Strategy#1:ActasaHub/Authority/ResourcePage
• LinktoAuthoraEveResources• Internalorexternal• GoingforwardisbeMerthan
goingback• SeveralPatents+CaseStudies
supportthisconcept
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Strategy#2:UseSearchKeywordsinCTAs
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Hacking with Google Search Console
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6.TemplaEzethisprocessinyourContentStrategy
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1. Figure out user intent
2. Answer questions beyond the keyword
3. Structure+Format everything
4. Add unique media
5. Pursue engagement as ranking factor #1
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7.F**KGiardia