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Advanced Content Optimization Strategies.pptx
- 1. Advanced Content Optimization Strategies Jeff Oxford, CEO of 180Marketing.com
- 2. 2
- 4. 4
- 5. 5 5 Levels of Content Optimization 1.1. Average Blogger 2. Junior SEO 3. SEO Expert 4. SEO Guru 5. Google Engineer
- 6. Keyword Usage Level 1: Average Blogger 6
- 7. _____________________________________________ __________ organic protein powder _______________ _____________________________________________ _____________________________________________ <h1>Heading</h1> <h2>Heading</h2> _____________________________________________ _____________________________________________ _____________________ organic protein powders ___ _____________________________________________ Mention higher up on the page Use both singular and plural variations Use synonyms No more than once every 200 words _____________________________________________ ____ natural protein powder _____________________ _____________________________________________ _____________________________________________ organic protein powder organic protein powders natural protein powder Keyword Usage Tips
- 8. Related Keywords Level 2: Junior SEO 8
- 9. 9 How does Google know if a page is about window shades or sunglasses? vs Article Title: Top 10 Shades for Sale [2022 edition]
- 10. _____________________________________________ __________ shades _____________________________ _____________________________________________ ___________________________ living room ________ _____________________________________________ __ pull down __________________________________ _____________________________________________ ________________ bedroom _____________________ _____________________________________________ _________________________________ roller _______ ______ wood __________________________________ _____________________________________________ _____________________________________________ _________________________ motorized ___________ _____________________________________________ _____________________________________________ Answer = Related keywords 10
- 11. _____________________________________________ __________ polarized ___________________________ _____________________________________________ ___________________________ ray ban ___________ _____________________________________________ __ black ______________________________________ _____________________________________________ ________________ oakley _______________________ _____________________________________________ _________________________________ mens _______ ______ aviator _________________________________ _____________________________________________ _____________________________________________ _________________________ womens ____________ _____________________________________________ _____________________________________________ Answer = Related keywords 11
- 12. Use related keywords from Googles Related searches 12
- 13. Use related keywords from Googles Image Search 13
- 14. 14 PRO TIP: Just use Surfer SEO
- 15. 15
- 16. 16
- 17. Featured Snippet Optimization Level 3: SEO Expert 17
- 19. 1) Look for eligible keywords 19
- 20. 2) Use questions in subheading, or a preceding question 20 What is AliExpress? AliExpress is a popular online store for buying products at much cheaper prices than Amazon and other similar services. The store was founded in 2010 and is owned by Alibaba, a massive Chinese multinational company focusing on e-commerce and computing, and is one of the world's largest internet companies. But is AliExpress safe? Contrary to popular belief, buying from AliExpress is very safe. In fact, its probably safer than shopping from Ebay because of their buyer protection program. AliExpress guarantees that if your product doesnt arrive on time or as described in the listing, you can get a full refund. Question in subheading Preceding question
- 21. 3) Immediately provide an answer 21 What is AliExpress? AliExpress is a popular online store for buying products at much cheaper prices than Amazon and other similar services. The store was founded in 2010 and is owned by Alibaba, a massive Chinese multinational company focusing on e-commerce and computing, and is one of the world's largest internet companies. But is AliExpress safe? Contrary to popular belief, buying from AliExpress is very safe. In fact, its probably safer than shopping from Ebay because of their buyer protection program. AliExpress guarantees that if your product doesnt arrive on time or as described in the listing, you can get a full refund. Question in subheading Preceding question
- 22. 4) Provide concise answer first, then expand 22 Example Question: Can you give your dog yogurt? Bad Good The amount of yogurt you give your dog depends on a variety of factors. You can give your dog one to two teaspoons of yogurt a day depending on the size and health of your dog. For small dogs, give about 1 tablespoon of yogurt per day. For large dogs, give about 2 or 3 tablespoons per day. If this is the first time you are introducing yogurt to your dog then you may want to start off with giving a small amount to test the waters.
- 23. 4) Provide concise answer first, then expand 23 Character limit: 340 characters Word count limit: 40 words
- 24. 1.Look for eligible keywords 2.Use questions in subheading, or a preceding question 3.Immediately provide an answer 4.Provide concise answer first, then expand 24 Summary
- 25. Entity Coverage Level 4: SEO Guru 25
- 27. Lets go back to 2010 27
- 28. 28
- 30. 30
- 31. 31 Weight loss bitcoin SEO Michael Jordan Long Tail Terms How to lose belly fat What can I buy with bitcoin How much does SEO cost What is the height of Michael Jordan Head Terms EASY for Google to find relevant pages HARD for Google to find relevant pages
- 32. 32
- 33. 33 Search Query: michael jordan"
- 34. 34
- 35. 35 Keyword not found Search Query: what is the height of michael jordan"
- 36. 36
- 37. 37 Move away from matching keywords and pages Move towards understanding our world, and the relationships between objects
- 38. 38
- 39. 39
- 40. 40
- 41. What is an entity? 41 Any noun, place, or thing Examples Person Business City Sport Sports team Event Product Animal Plant Pretty much anything!
- 42. 42 Entity = Michael Jordan
- 43. 43 Use related entities within your content
- 44. Step 1 Search your keyword or topic into Google 44
- 45. Step 2 Click on the top ranking search results 45
- 46. Step 3 Copy all the content into Googles free Natural Language tool 46 https://cloud.google.com/natural-language
- 47. Step 4 Use the most relevant entities within your content 47
- 48. 48 PRO TIP: Place related entities are near each other
- 49. 49
- 50. Information Gain Score Level 5: Google Engineer 50
- 51. 1. Quality of search results for long-tail queries were poor 2. Looking for keyword usage in content proved to be ineffective for long-tail keywords 3. Solution: Google created the Knowledge Graph to try and replicate our world 4. Google now knows the relationship between objects and entities 5. Using related entities in your content can improve your relevancy and rankings What weve learned so far
- 52. 52 Entity = Michael Jordan
- 53. 53 country of citizenship country for sport language birth name given name family name date of birth place of birth father mother Sibling height spouse child native language occupation position played on team nickname head coach league residence member of sports team ethnic group weight sport handedness drafted by sport number award received nominated for owner of educated at
- 54. 54
- 55. 55
- 56. 56 Natural Language Processing (NLP) the use of Artificial Intelligence to read and understand content just like a human
- 58. Natural Language Processing Example 58 Attribute Value Feb 17, 1963 MJ American businessman Basketball player 15 6 Chicago Bulls Charlotte Hornets 23XI Racing Birthdate Nickname Current profession Former Profession # of NBA Seasons # of NBA Championships Basketball Team Owner of
- 59. 59 Write in a way that Google can understand
- 62. 62 The better Google can extract information from your content, the better it will rank
- 63. 63 DISCLAIMER This is just for maximum SEO benefit SEO is just one piece of the puzzle Dont be afraid to break these rules
- 64. 1) Write in a Wikipedia style and tone 64 https://en.wikipedia.org/wiki/Wikipedia:Writing_better_articles Neutral/professional tone Third person point-of-view Cite facts, not opinions
- 65. 2) Write in a neutral sentiment 65 Write with a neutral sentiment, and definitively avoid negative sentiment. Good - You can easily train your dog in the following steps. Bad - Training your dog can be painful and annoying. If training your dog drives you crazy then this guide is for you.
- 66. 3) Minimize intros 66 Bad Are you struggling to train your dog? dog can save you time and help strengthen between you and your furry companion. trained multiple dogs or you're an absolute guide youll learn everything you need to train your dog effectively There 3 common methods to train your dog. Positive Reinforcement Clicker Training Relationship-Based Training Good In this guide youll learn everything you need to know about how to train your dog effectively. There 3 common methods to train your dog. Positive Reinforcement Clicker Training Relationship-Based Training
- 67. 4) Forget Word Count, Write as Concise as Possible 67 Information Gain Score - This is a metric Google uses to determine how much information can be gained from the article. The more questions we can answer and stats/data we can provide, the better! Gibberish Score - This metric compares the article's word count to the actual amount of information the article provides. Fluffy content that's not concise or rich in answers will receive a higher "gibberish score" and won't rank as well.
- 68. 4) Forget Word Count, Write as Concise as Possible 68 Pieces of info extracted: 10 Word Count: 500 Information Extraction Score: 5% Pieces of info extracted: 20 Word Count: 5,000 Information Extraction Score: 0.4% __________________________________________ _______ organic protein powder _______________ __________________________________________ __________________________________________ <h1>Heading</h1> <h2>Heading</h2> _________________________________________ _________________________________________ __ __________________ _________________________________________ _________________________________________ organic protein powder organic protein powders __________________________________________ _______ organic protein powder _______________ __________________________________________ __________________________________________ <h1>Heading</h1> <h2>Heading</h2> _________________________________________ _________________________________________ __ __________________ _________________________________________ _________________________________________ organic protein powder organic protein powders
- 69. 5) Short Sentence Length 69 Bad While the intelligence of dog breeds can vary to another, the most intelligent dogs are Good The most intelligent dogs are Border Collies. Sentences should be concise and as short as necessary. The longer the sentence, the more difficult it is for a search engine to understand it.
- 70. 6) One Idea per Sentence 70 Only include one idea per sentence, and definitely avoid run-on sentences. Bad FDAApproved N95 masks are the gold standard for personal protective equipment (PPE), relied upon by medical professionals, front-line essential workers, and consumers alike to protect people around them, as well as themselves, from airborne contaminants and viruses. Good FDAApproved N95 masks are used by medical professionals, front-line essential works, and consumers. They have strong protection against airborne contaminants and viruses.
- 71. 7) Be descriptive 71 Avoid vague language like "stuff", "things", "items", etc. Write out whatever it is you're referring to. Bad A vision board should include items that help you accomplish your goals. Good A vision board should include photos, quotes, and text to help you accomplish your goals.
- 72. 8) Minimize Pronouns 72 It's much more effective to specifically name the object instead of using pronouns like "they" and "it". Bad They require basic crafting tools like scissors, glue, and poster board. Good Vision boards require basic crafting tools like scissors, glue, and poster board.
- 73. 9) Avoid Analogies 73 Analogies can confuse search engines since the subjects used in the analogy usually arent related to the main focus of the article. Bad Training your dog how to sit is as easy as riding a bike with training wheels. Good Training your dog how to sit is easy.
- 75. 75 Topical Authority The amount of questions your website answers on a particular topic.
- 76. 76 Entity = Michael Jordan
- 77. 77
- 78. Topical Questions to Answer 78 What are hair extensions made of? How much do hair extensions cost? Who makes hair extensions? Who invented hair extensions? Where are hair extensions made? How many hair extensions are produced each year? What are the best hair extensions? What colors are hair extensions? Which celebrities use hair extensions? What are the best hair extensions?
- 79. 1) Brainstorm 79
- 80. 2) People Also Ask boxes 80
- 82. 4) Answer the Public 82 https://answerthepublic.com/
- 83. 5) Paid Keyword Research Tools 83
- 84. How much do hair extensions cost? 84 Topical Map What are hair extensions? What are the types of Hair Extensions What are permanent hair extensions? What are tape-in hair extensions? What are sew in hair extensions?
- 85. How much do hair extensions cost? How much do permanent hair extensions cost? How much do tape-in hair extensions cost? How much do sew in hair extensions cost? How much do fusion hair extensions cost? How much do hair extensions cost at a salon? How much does hair extensions installation cost? How much does it cost to remove hair extensions? What impacts the cost of hair extensions? 85 Group related questions into a single article What are hair extensions? What are the types of Hair Extensions What are permanent hair extensions? What are tape-in hair extensions? What are sew in hair extensions? What are fusion in hair extensions?
- 86. How much do hair extensions cost? How much do permanent hair extensions cost? How much do tape-in hair extensions cost? How much do sew in hair extensions cost? How much do fusion hair extensions cost? How much do hair extensions cost at a salon? How much does hair extensions installation cost? How much does it cost to remove hair extensions? What impacts the cost of hair extensions? 86 Add internal links where it makes sense What are hair extensions? What are the types of Hair Extensions What are permanent hair extensions? What are tape-in hair extensions? What are sew in hair extensions? What are fusion in hair extensions?
- 87. 1. Find relevant questions to build your Topical Map 2. Use your exact target keywords in the content 3. Use related keywords in the content 4. Write concise answers right after each question to get Featured Snippets 5. Use related entities in the content 6. Write clearly so Google can extract as much information as possible 7. Add internal links between relevant questions Summary
- 88. Thank you
Editor's Notes
- #35: Head terms are easy for Google