What Makes Content Great?

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En provenance du cours de University of California, Davis

Optimizing a Website for Search

602 notes

University of California, Davis

Optimizing a Website for Search

602 notes

Cours 3 sur 6 dans Specialization Search Engine Optimization (SEO)

Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.

À partir de la leçon

Advanced On-Page SEO

Welcome to week 2! While keywords help users locate relevant web pages, it’s the content itself that determines whether a click converts to a sale or increased site traffic. In many corners of the SEO world, the expression “Content is King” is a generally accepted rule, and in this module we’ll examine content from many perspectives: how to analyze it, organize it, create it, make it great and build it into our strategies. You’ll also learn how to conduct effective competitive content analysis and internal content audits. And finally, you’ll learn how to create a site-wide content strategy building on the data we uncover in our study and analysis of content.

Advanced On-Page SEO1:13

Benefits of a Competitive Content Analysis3:47

Dissecting the Competitive Content Analysis3:29

What Kind of Content Will Resonate with Your Customers?4:58

Conducting an Internal Content Audit2:36

How to Begin Your Content Analysis5:24

Organizing and Evaluating Content6:17

Creating a Strategy for Optimizing Content3:42

Domain Level Content Strategy7:30

What Makes Content Great?7:33

Different Types of Content and How to Use Them8:10

Creating Impactful Content6:52

Rencontrer les enseignants

Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual
UC Davis Division of Continuing and Professional Education

Welcome back.

In the last couple of lessons, you've learned about why it is important to have

a domain level content strategy, and how to develop that strategy.

Now let's turn our attention to the content itself.

In this lesson, we'll discuss the many factors that make content great.

Including how easily users can get to it,

what users do once they are there, and what they might do next.

We'll talk about how we can align our audience profiles with the type of content

we built and how that revolves around our core theme and brand identity.

There are a lot of factors that go into having a great piece of content.

First, let's look at the end result of a piece of content or

what you are hoping to accomplish.

We can then work backwards from here.

First, people need to be able to find the content you have available in

search engines.

If our content is focused around the right keywords with the right intent,

people will be able to discover the content.

This is covered in our previous modules on keyword theory in research.

Second, the content should prompt action by the user.

It isn't going to be helpful if the content is discovered, read and

then the user goes that's interesting, and immediately leaves the site.

We want the user to feel a connection to us and

perform some sort of action after reading that content.

Whether it's making a purchase, creating an account, signing up for

a newsletter or leaving a comment.

Any action on their part, will show that our content did its job.

In some cases, even just taking the time to view additional pages

after landing on that page is good.

As this shows interest and may prompt a return visit.

You can help accomplish this by linking to other posts and

resources within your content.

Third, the content should be share worthy.

We want users to share the page with their friends, family or

co-workers on social networks.

The more content is shared, the more people are exposed to our site.

This increases our online presence and our traffic.

Also remember the correlation between social shares and higher rankings.

Low social shares don't directly relate to higher rankings.

They can indirectly lead to more traffic and better ranking of your site.

So how can we make sure that our content meets those end goals?

First, we have to research the type of content enjoyed and

shared by our particular audience.

For example, seniors are more likely to find content on

desktop computers rather than mobile devices.

And they will generally find content with slightly larger fonts and

images easier to read.

They may also be more inclined to watch a video rather than read the content.

Various studies show that teenagers will usually search from their mobile device.

And they'll tend to scan the article rather than read the whole thing.

We need mobile friendly content with catchy headlines sprinkled throughout

that will grab their attention so they read more.

We also need to make sure that we provide users with the tools necessary

to complete the next step we want them to take.

Whether that next step is sharing it with friends, buying a product, or

just signing up for a newsletter.

This means including calls to action, which tell the reader,

what their next step should be.

For example, simply including a call to action, such as,

did you enjoy this article?

Make sure to sign up to our newsletter to be notified of new great content, and

then linking to your newsletter can result in more subscriptions.

To enable more sharing,

it's a good idea to include sharing buttons above and below the content.

Or buttons along the side, so that they are easily seen and reached by users.

Users are more likely to share content with their networks,

if they don't have to hunt around for the share buttons.

Plus, the minute a user thinks that's interesting, I should share that,

you want the share button to be visible to them, and easily accessible.

Another example, depending on the audience you are trying to reach

is to include tweetable pieces of text within the article.

This will be highlighted with phrase that says, tweet this.

And all the user has to do is click on the link to share that quote.

If your audience is likely to be Pinterest users,

spending extra time on the images you use within your posts and creating lots of

visual posts will help aid in spreading your content through sites like Pinterest.

Your goal is to make it as simple as possible to share the content.

And that your user understands the next steps they can take to either share that

content or stay connected with your site.

Second, consider how the content you're creating

aligns with the focus of your site and your branding goals.

For example, with textbook rentals, you will quickly run out of topics if

you have a blog where you always write about textbooks and nothing else.

Consider what other secondary topics might appeal to that specific audience

while still helping you meet your brand goals.

For example, college students might find content about saving

money during college or thrifty college dorm decor tips useful.

So these appeal to the more financially conscious student,

it makes sense that renting textbooks would also appeal to them as well.

After all, all college students need textbooks.

You can then relate this topic back to what you offer.

For example, in a post about decorating your dorm on a budget, you can add a line

about how renting textbooks can save money that they can then spend on decor.

Even topics that can't always directly relate back to textbooks, but

still appeal to the college student would be a good idea to write about.

However, you should stick to topics that are closely related first.

Topics that can tie into what you offer second.

And topic that will be of interest to your user base the last,

as you don't want to cause confusion when they land on your site.

We will explore how to come up with relevant topic ideas shortly.

That completes the video portion of this lesson.

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