4 Steps to Creating High-Quality SEO Content

Anyone can create content, but how do you create great, SEO content that has value to the user?  With these 4 simple steps, plus some bonus technical info, you can create high-quality content users will love!

In the Potatoes:

  • Samsung’s foldable touch screen phone
  • An 8 year old drives to McDonald’s
  • Google eliminates ads for some YouTube videos
  • Instagram stories is now bigger than Snapchat

This week’s article is “The complete guide to optimizing content for SEO (with checklist)” by Nate Dame over at Search Engine Land.

Author: eweb-admin

2017-0413 Podcast 369


Chris:                  Hi and welcome to the SEO Podcast Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.


Chuck:                I am Charles Lewis, your Client Results Strategist.


Chris:                  Welcome back to another–


Chuck:                Strategist? Strategist?


Chris:                  Strategist, strategist. Welcome back to a–


Chuck:                Strategist.


Chris:                  We’re gonna call up former president Bush and ask him what he calls it.


Chuck:                Oh. Strategist.


Chris:                  Welcome back to another fun-filled edition of the podcast, this is podcast number–


Chris & Chuck:  369.


Chris:                  Thank you guys so much for tuning in. As always we have a tip from our previous podcast and that tip is in my notes hidden, and that tip is “Use one CTA on newsletters.”


Chuck:                Look, when you’re sending out a newsletter you want to keep the focus of the people who actually take the time to even open your newsletter. Insist they take their time to open and in the end absorb your content, give them one action that leads to your primary call to action and hopefully they’ll convert.


Chris:                  Boom! Please remember we are filmed live here in Houston, Texas. Houston, Texas, and Chuck and I, we are your friendly local neighborhood–


Chris & Chuck:  Top position snatchers!


Chris:                  And our mantra is–


Chuck:                Do not be a douche.


Chris:                  Do not be a douche, it is not–


Chuck:                A good look.


Chris:                  It is– yeah. We got a great article for you today.


Chuck:                A great article, punch in the face to Nate Dame and the good folks over at Search Engine Land. He posted this article, “The complete guide to optimizing content for SEO.” The complete guide, so he got whole bunch of checklists. It’s like 5 steps he has.


Chris:                  Okay.


Chuck:                And then with each step he’s got a few checklists, and so we’ll go through the five steps, look at his check points, see if this guide is complete or not. I like it, I think he did a really good job in highlighting some stuff you need to do while really preparing to write the content.


Chris:                  Right, right.


Chuck:                He talked about a lot of the stuff you do before you even start writing, so dig this.


Chris:                  I gotta be honest, I’m a little nervous ‘cause when you say the complete guide to SEO, I feel like we’re gonna beat your–


Chuck:                Well, the complete guide to content for SEO.


Chris:                  Content for SEO? Okay.


Chuck:                So it’s not just SEO, yeah.


Chris:                  Good. We’ve narrowed it way down.


Chuck:                369 podcasts in, we still haven’t covered it all.


Chris:                  All, yeah.


Chuck:                And so, this is just a complete guide to optimizing content specifically for SEO.


Chris:                  Cool, I think we can do that. Alright so, if you’re in a position to have some sort of electronic device, got ahead and tweet now. Chuck what should that be?


Chuck:                You should tweet us. Use #SEOPodcast, tag us in it @BestSEOPodcast, @eWebResults, that way we can follow you back and do all of our social networking stuff.


Chris:                  And stay connected. Hey, if this is the first time you’ve listened to the podcast, howdy and welcome to the podcast–


Chuck:                Glad to have you.


Chris:                  You are gonna have a good, and you’re actually gonna get educated today.


Chuck:                Yeah.


Chris:                  About the–


Chuck:                About content.


Chris:                  Content.


Chuck:                And SEO and how to properly strategize your SEO for your content.


Chris:                  If you’ve listened to the podcast before, you know the section that we are not going to skip today.


Chuck:                Yeah, I saw. I heard you getting tatted.


Chris:                  What? No, no. I didn’t get tatted, there’s just no shikos. So here’s how the contest works. If we get 10 shikos–


Chuck:                Shikos is a share and a like and a follow. That’s an eWebResults branded term for social engagement, shiko.


Chris:                  If we get 10 on any one of the platforms that we are gonna talk about here in a second, and we get a review, then we skip the section where we tell you how to write a review. We got the reviews, also if there’s no reviews I get a tear tattoo under my right eye.


Chuck:                So my bad to the tattoo guy, he must have been– I thought the tech happened–


Chris:                  Maybe it was my phone, you heard my phone vibrating or something ‘cause it’s going nuts. I don’t know what, I upgraded my phone on Thursday and the best way to describe it is: It was not an upgrade.


Chuck:                What was the– what’s the new name?


Chris:                  Lollipop I think is the new one. When I go home today right, ‘cause I need to be on Wi-Fi, on the weekend I’m gonna visit my dad, they don’t have great internet, so literally tonight I’m going to take it back to factory default and start adding apps, you know? Yeah, it’s sad.


Chuck:                If you can, can you do that? After you’ve already installed the next update, ‘cause the factory default is going to be factory lollipop right?


Chris:                  I think that’s not the case now.


Chuck:                And they go to the phone factory originally.


Chris:                  Right, I think. So that’s what I read somewhere.


Chuck:                Maybe like Marshmallow or something.


Chris:                  If you can’t reach me all weekend and I show up on Monday and you’re like where have you been? I would be like, “I’ve been around.”


Chuck:                Yeah.


Chris:                  And I will have a new phone in my hand. Alright, so here’s what we’re gonna do, how can you leave us a review?


Chuck:                Yeah.


Chris:                  We got a couple of ways, one of them is three simple steps: go on to iTunes, create an account and write a review. Hopefully you’ll make that review–


Chris & Chuck:  5 stars!


Chris:                  And when you write that review, go ahead and send us an email, podcast@


Chuck:                eWebResults.com


Chris:                  Next, you can leave us a review on Facebook. Facebook is nice and easy, Facebook.com/


Chuck:                eWebResults


Chris:                  You’ll see the stars, click the stars, leave a review. Hopefully you’ll make that review–


Chris & Chuck:  5 stars!


Chris:                  And we will be off and running. Next, you can go to our G– Google My Business page. It’s not G+, it’s out our Google My Business Page.


Chuck:                It’s not G+, it’s not Google Local, not Google Local Plus, not Google Plus Local.


Chris:                  Not Google Places.


Chuck:                Not Google Places, not any of that.


Chris:                  No, it’s Google My Business.


Chuck:                Yeah.


Chris:                  And we’ve made it easy, all you have to do is go to this URL, which is eWebResults.com/


Chuck:                G+


Chris:                  or /


Chuck:                Gplus


Chris:                  or /


Chuck:                Google+


Chris:                  or /


Chuck:                GooglePlus


Chris:                  All of those will take you to– actually a search engine result page in front of us, in front of that will up the place where you can leave a review, and go ahead and make that review–


Chris & Chuck:  5 stars!


Chris:                  By the way, just make sure– you don’t have to do eWebResults.com/G+or/Gplus ‘cause you know, somebody’s like typing that out and I got all these Gpluses, I don’t know why make it so complicated.


Chuck:                Yeah, Or means like Or literally, yeah.


Chris:                  Option A, B, C, and D, and then you can leave us a review on Stitcher. I cannot believe I have not made eWebResults.com/Stitcher. In fact I’m gonna say it right now. eWebResults.com/Stitcher will take you to our Stitcher page, ‘cause I’m gonna do it when I get off of this podcast. No more more Futzing around with it. Just in case, go to any page, you’ll find our Stitcher link.


Chuck:                Go to eWebResults.com/SEOPodcast. Once you get to our podcast page, you’ll see Stitcher logo, click the logo, visit Stitcher, click write a review. Make sure that review is–


Chris &Chuck:   5 stars.


Chris:                  I think that’s it. I’ve changed it, swapped it all up. I’m making changes on the fly. We will also tell you the social media platforms that you can shiko us. Again, share, like and follow, and those are Facebook.com–


Chuck:                Share and follow and comment. I don’t know how to put comment in there yet.


Chris:                  Subscribe. Subscribe too.


Chuck:                Yeah, subscribe, comment, share, like follow.


Chris:                  Pin.


Chuck:                Yeah, retweet.


Chris:                  Yeah.


Chuck:                All of the above.


Chris:                  There some one really–


Chuck:                Shiko us.


Chris:                  I think the word is supercalifragilisticexpialidocious.


Chuck:                I’m gonna end up with a word like that, and then I just ain’t figured it out yet.


Chris:                  We’ll come up with that.


Chuck:                But do that. And where can I do all that?


Chris:                  Facebook.com/


Chuck:                eWebResults


Chris:                  YouTube.com/


Chuck:                eWebResults


Chris:                  Twitter.com/


Chuck:                eWebResults


Chris:                  Instagram.com/


Chuck:                eWebResults


Chris:                  LinkedIn.com/company/


Chuck:                eWebResults


Chris:                  All of those will take you to our profiles on those social media platforms. Please do the needful.


Chuck:                Subscribe, share, like, comment, and follow us.


Chris:                  All of that stuff. If you are a PHP genius or a WordPress guru– by the way, we’re in the middle of the potatoes, we’re about to get into the meat.


Chuck:                The meat, yes. Sit tight.


Chris:                  Just wanted to let you know, hang on, it’s gonna be good, it’s worth it.


Chuck:                Got some news coming up, a couple PITFs and then we’ll get to the meat.


Chris:                  I think even a review I’m gonna read today talks about how he didn’t like this part and then he likes this part almost the most. So, if you’re a PHP genius or a WordPress guru we are probably looking for you. Go ahead and leave an audio résumé 713-510-7846. If you would like a free comprehensive website profit analysis. It’s profit analysis, you haven’t heard that before ‘cause–


Chuck:                ‘Cause this is a first.


Chris:                  ‘Cause we do it. Go ahead and go to our website, eWebResults.com and click the green button. I’ll wait while you go do that. Get your free comprehensive website profit analysis. No Algo? Any Algo Cat?


Chuck:                No Algo Cat today.


Chris:                  We actually had Algo Cat last time, we have a segment– the favorite segment of the program is called the Algorithm Cataclysm, we did that last time, so go check out podcast number, what? 368. I’ve got a little bit of news, I’ve got a couple of reviews. Let’s do news, we’ll get news outta the way ‘cause this kind of– it’s sometimes unrelated and if this will cooperate. Samsung has actually begun production on a foldable dual screen phone. I don’t know if you saw that? I knew you were looking at tech stuff, but it just folds and opens. It still has the crease and they’ve actually– they’re doing production, like 2,000-3,000 units. Yeah, so imagine–


Chuck:                So you’re kinda like using both phones. Using both phones.


Chris:                  Imagine you hinge both together.


Chuck:                Yeah, I get it.


Chris:                  Right? Yeah.


Chuck:                I get it and you kinda–


Chris:                  It might work, it might not work at all.


Chuck:                Yeah, it depends on what you’re doing it for, right? It could probably be really really cool for a certain times and extremely irritating and annoying.


Chris:                  Like how do I flip it out and like, “Oh, I got it.”


Chuck:                Or every time you close it too hard.


Chris:                  Yeah, crack. Don’t close. You can’t close with pins.


Chuck:                Can’t slam it.


Chris:                  Pins or marbles in there.


Chuck:                Oh yeah, that’s outta there.


Chris:                  Kinda cool though, and Google locks down Google Home. Did you hear about the Whopper?


Chuck:                That’s what my What News.


Chris:                   That’s your What News?


Chuck:                Yeah.


Chris:                  My– Let’s see I thought I had–


Chuck:                I thought that was brilliant by the way, brilliant.


Chris:                  Yeah, that was my What News.


Chuck:                Okay.


Chris:                  Yeah.


Chuck:                We can do both, that’s fine.


Chris:                  So we’ll throw that into What News, that’s pretty good, and them we’ve got an 8 year old who drives his sister to McDonald’s.


Chuck:                That was brilliant.


Chris:                  And he learned– like didn’t hit anything, didn’t crash anything. Like he got there with his little sister.


Chuck:                I wish they would’ve posted the video he watched. I wonder, how good was that video? That the 8 year old was able to learn how to drive on YouTube.


Chris:                  Let’s be realistic, this is not the first 8 year old to hop into a car and literally drive it. He may be the first who successfully navigated to McDonald’s.


Chuck:                Yeah, I drove my dad’s car into a ditch, I was 7 years old.


Chris:                  I believe I put my dad’s bug in neutral and it rolled down the hill into the street, and at some point people were complaining about the bug being in the street and so that’s when I got in trouble. And they’re watching you drive, right? So what’s in a YouTube video that’s stronger than– now if it was a shift stick then I’d be impressed.


Chuck:                Yeah.


Chris:                  But I’m assuming he had to reverse, anyway.


Chuck:                I was just please, dude I know you can’t reach the pedals and the steering wheel and see.


Chris:                  Yup.


Chuck:                Not at the same time, like what you did was amazing, you You know what I’m feeling?


Chris:                  So I have a friend who’s from Ecuador, and he started driving a bus. His dad owned like a bus company, started driving it, and he said, in order to change gears he literally would be be driving, would have to like duck under the wheel, push the clutch, change it and then pop. Can you see that? Like there’s cops driving by, there’s actually nobody driving it ‘cause he’s changing gears.


Chuck:                Then he pops up, yeah. Aw man.


Chris:                  And it’s a 10 year old.


Chuck:                And he can’t see.


Chris:                  Yeah, that was crazy. And then Yext they did their IPO. They’re going to do their IPO. I think it’s right around the corner, set to raise about $115.5 million. It wouldn’t surprise me that ends up being double.


Chuck:                Yeah, yeah. I expect them to go higher than that.


Chris:                  That’s the initial number. So that’s the news I got. You got–?


Chuck:                I got some good news. Let’s talk YouTube some more.


Chris:                  Right.


Chuck:                You know, YouTube– Google was already going through a lot of fire about people pulling a lot of ads from YouTube. A lot of big advertisers pulling out their ad dollars from YouTube because their ads were showing next to videos that had bad content.


Chris:                  Right, right.


Chuck:                Remember that’s was–


Chris:                  Yeah, that was part of my news or something a while back.


Chuck:                Wasn’t that a couple– few podcast ago?


Chris:                  Yeah.


Chuck:                So Google’s making some changes to YouTube to combat that, right? YouTube channels with under 10k views, that’s 10,000 views can no longer display ads.


Chris:                  Oh wow.


Chuck:                So Google is wrapping up it’s efforts to ensure ads do not appear alongside questionable YouTube videos. It’s latest measure involves blocking ads from appearing on channels with less than 10,000 total views. This is kinda cool, right? At the end of the day if the video has less than 10,000 views it’s probably some underground independent artist, somebody trying to get some exposure and so frankly, the ads hurt them.


Chris:                  Right.


Chuck:                Right? Little guys. This works well for you because now you don’t have to worry about ads really showing on your videos. Now, at the same time it prevents you from kinda joining monetization ‘cause you have no ads showing on your videos.


Chris:                  Yeah. You can’t afford to do more videos, but that’s you know.


Chuck:                Yeah, that’s a different story, but I can dig it. I think it’s a good move YouTube is making and besides at the end of the day, no one really likes ads anyway, and so thank you.


Chris:                  The more they go away the better, in general.


Chuck:                Yeah, dig this. Let’s talk Instagram for a minute.


Chris:                  Right.


Chuck:                Now, remember when Instagram rolled out the Instagram stories and they began kinda becoming Snapchat-like and start building in more Snapchat features?


Chris:                  Right.


Chuck:                Dig this, “Instagram stories now tops 200 million daily users and it is now bigger than Snapchat. Instagram’s 8 month old Snapchat clone is now bigger than the original and ads several more new Snapchatty features.”


Chris:                  Wow.


Chuck:                Punch in the face to you Facebook for what you’re doing with Instagram and how it’s competing. Kick in the shin to you Facebook for trying to give my mobile Facebook experience a similar Instagram experience. I don’t know if you’ve paid attention to the circles with the stories, they–


Chris:                  Oh yeah, yeah. I didn’t know, like I’m not–


Chuck:                So that’s the same thing as the Instagram stories it’s just on Facebook now and I’m not looking to have the same experience on both platforms. I already follow some of the same people and so I see some of the same content, definitely not looking to have the same experience. Let’s keep Instagram doing it’s Instagram thing away from Facebook, but punch in the face to you guys for doing Snapchat better than Snapchat and actually beating them at their own game.


Chris:                  It just goes to show, you don’t have to be first to market, you just need some other advantage or just do it better.


Chuck:                And for Snapchat, lesson learned. Probably should’ve sold when opportunity came. Okay and that’s my news.


Chris:                  Alright, so I’ve got two reviews here. The first one is from Geoff C. I think we read a review form him last time.


Chuck:                Geoff C. Okay, yeah yeah. Geoff or whatever. Geoff.


Chris:                  Yeah, and it is of course–


Chris & Chuck:  5 stars!


Chris:                  It says the title is, “Results is what it’s all about. These guys are the authority. This podcast will keep you up to speed on what you need to know about SEO. If you are trying to win the battle for page one, they can help you get it done.” Wow.


Chuck:                Oh, he’s dropping bars.


Chris:                  “Implement what they advise you, or sign up for their very comprehensive website audit. Chris and Charles are very helpful. Thanks guys. Keep up the great work.” Punch in the face to you Geoff. I got another call scheduled with him next week.


Chuck:                Yeah, reach out to him, man.


Chris:                  He’s awesome. Next is from Macel is how I’m going to pronounce it, and it is–


Chris & Chuck:  5 stars.


Chris:                  And actually the title of the review is–


Chris & Chuck:  “5 STAAARRRRRS.”


Chris:                  It says–


Chuck:                I know when they wrote that they heard 5 stars–


Chris:                  As they’re writing it yeah. Highly recommend it– ‘cause we do ask them to make it–


Chris & Chuck:  5 stars!


Chris:                  And he made it–


Chris & Chuck:  5 stars!


Chris:                  “Highly recommend this extremely helpful podcast! At first I found these guys incredibly cheesy, but the information–”


Chuck:                He’s cheesy.


Chris:                  Yeah, I’m cool with that, yeah. “But the information they provide was too valuable for the cheese to put me off. After about 3 podcasts the things that I found cheesy/slightly off putting, are now hilarious. Keep up the awesome content Chuck & Chris. Big thanks from down in New Zealand.”


Chuck:                New Zealand.


Chris:                  Punch in the face to you Macel.


Chuck:                Bam, that’s what’s up, international listener.


Chris:                  That’s awesome. You know when it’s cheesy and then he uses it in the title, that’s cool.


Chuck:                Yeah, that’s what’s up dude.


Chris:                  Punch in the face to you.


Chuck:                Punch in the face to you man.


Chris:                  Really appreciate that. Alright.


Chuck:                So I’ve got a punch in the face. This punch in the face goes to Theodore Bigsby– Theodore Bigby. He hit us up on Twitter, he’s @TheodoreBigby. He says, “Okay @EWebResults #SEOPodcast 313. I know I’m behind but I’m tweeting because you asked me to! You’re very persuasive.”


Chris:                  I believe that’s like water boarding, it’s very persuasive, right?


Chuck:                Well, punch in the face to you Mr. Bigby, appreciate you tuning in and obviously listening.


Chris:                  Absolutely.


Chuck:                And yeah if you’re at 313, you posted this two days ago, we are at 369. You should do like a good friend of mine David Hunger and listen on hyper speed.


Chris:                  Yeah, is it three or four? It’s at least three.


Chuck:                Yeah, it’s at least three. He’s straight up Alvin and the Chipmunks, listening to, so.


Chris:                  Yeah, and you have a deep voice. To get you Alvin and the Chipmunky that’s like, that’s fast, yeah.


Chuck:                Exactly, and that’s my PITF.


Chris:                  I probably already sound like Alvin and the Chipmunks, but that’s a different story. That’s a different story. Alright so that is the potatoes of the podcast. It’s time to get into the meat, and let’s get into the meat.


Chuck:                Yeah, so this. Punch in the face to Nate Dame and the good folks over at Search Engine Land. He posted this article, the complete guide to optimizing content for SEO, and he actually included checklists in this. So I wanted to bring this article because I was scrolling through Moz and SEO Journal and Marketing Land and Search Engine Land and I had 15 different articles and got down to 5 and then I got down to this one, and the reason I got down to this one is because I think Nate did a pretty good job of kinda outlining and strategizing what you need to do for you content in regards to SEO. So he starts off by saying, “Just as wheels without an engine leave you pedaling, content without an SEO strategy can’t keep up in a digital marketplace. And just like an engine with no wheels, SEO without content is a shiny machine that goes nowhere.” Dude, he’s totally totally right. Like at the end of the day he’s saying, either way if you spend a lot of time writing good content, if you don’t optimize this content then it’s not gonna get shown, and if you try to optimize some content but the content is no good, then your SEO efforts are futile and invalid, and so at the end of the day content must be optimized, it must be promoted to work, and it has to be good. So let’s get into his complete guide and figure out what these tips are.


Step number 1, he says, “SEO your content strategy.” Right, this is Step 1, and Step 1’s got some tips in here. He says, “SEO your content strategy.” He says, “An effective content marketing strategy should start with keyword and user intent research. Once you know what queries your audience is using, and what kind of content they are looking for, you can design a content strategy that answers their specific questions and helps move them through the funnel.” He’s right. You have to start with understanding what the user is actually looking for. What is there intent? What keywords are they usually searching to find a product or service of your offering, right? What industry jargon may they be searching? What urban lingo may they use when referring to your service or your product or whatever it is that you offer? The key is understanding how they search, and what they search, and so that way as you begin writing this content you can include those phrases.


Matter of fact, understanding what they intent is so important because if you don’t understand the searcher’s intent, you may begin optimizing for phrases that bring a lot of traffic but they don’t engage, they don’t convert, bounce rate’s high, and that’s because the phrases you chose didn’t have the same intent as the users you need. Matter of fact he says, base high-quality content if you’re optimizing your content strategy. He says high-quality content is based on understanding of your audience, like what are they looking for? Who is your audience? Right? You have to understand your audience, how do they search? What devices do they search on? Are they mobile? Are they desktop? Do they speak slang? Do they speak proper? Like understanding what your audience is and how they communicate so your content can coordinate with them.


He says, does your content “Help the reader complete a specific task?” Great question. Like what are they trying to do? Do you want your people to just read this and leave? Do you want them to read it and take the next click? Do you want them to read it and download something? Read it and sign up? Read it and shiko you? Like what’s the objective, and does your content push that objective? It should. Matter of fact speaking of the objectives, he says your content should, “Feature an enticing call to action or a clear next step.” I think that’s one of the bigger problems.


Chris:                  Yeah.


Chuck:                We too many times, we’ll create what Chris likes to call the End of the Internet.


Chris:                  Right.


Chuck:                Right, and so you’ve created this content but you have not outbound links, you don’t have a clear call to action, and so now that they’ve read this article, what’s next? Right, and so he’s saying give them a clear next step, even if that next step is to buy or to subscribe or whatever it is make sure you identify that. So that was number 1. Step 1 he said, “SEO your content strategy.” Step 2.


Chris:                  Two!


Chuck:                He says, “Design good content.” I was like, design good content? Nate that’s kinda lame. What do you mean by that?


Chris:                  Didn’t he mean write?


Chuck:                No! That’s what I thought. He really meant design.


Chris:                  Design it, yeah.


Chuck:                He says, “When users are engaged, they consume more content, interact with it and share it.” Right, that’s what we’ve been asking for, shikos. He says when they’re engaged they do that, and that’s what I added, Good content creates engagement. It just happens, and so when he says design good content, is this content simple and clear and coherent? Right? Is it concrete, is it emotional? Is it entertaining? Is it inspirational?


Chris:                  Right.


Chuck:                What does this content do to the user? What emotional feeling does it give them, and does that emotion translate into action. Matter of fact he said, if it’s gonna be really good content it’s written to your audience, not to your peers. That’s a good one right there. I talk to a lot of clients who–


Chris:                  Oh man, we get all the time.


Chuck:                Who submit us blog posts and submit us articles like, “Hey, optimize this and put it on our site, but it’s too technical or it’s too much industry jargon, or it’s really really for them and their peers and colleagues and not necessarily for the novice people who are looking.


Chris:                  Their clients.


Chuck:                And so you have to dumb it down some. You have to strip down some of the, you know, five and six syllable words and then what Yoast called it, change the flesh score, and make it a little bit easier to read, and so is it written to your audience not your peers. Is it shareable? Right? Will people want to read this content and actually click share? Can I read your content and think of somebody who I know could benefit from this and share it with them. I’ll tag them with it. Can this content be scanned quickly? How many times do you scan a page before you decide to read it?


Chris:                  Maybe two, three–


Chuck:                Every time?


Chris:                  First off every time, some times like two or three times on the same page like, “Okay, let me start reading.”


Chuck:                How many times have you started reading and then like, “Okay, let me scan”?


Chris:                  Oh yeah, a lot.


Chuck:                I’ll scan and be like, “Okay. This is probably a 90 second read,” and get halfway through the first paragraph and just start scanning again ‘cause I don’t got time for that.


Chris:                  Right.


Chuck:                And so, can it be scanned quickly? Right? Well, are you using the right subheadings? Are you using the right bold? Are you using the right italics in the right places? Are you using the right spacing? And so when people look at this content, they can scan it quickly and understand that “Yes, I do want to read this entire post,” or, “Yes, this post has what I need,” or, “No, this post doesn’t have what I need.”


Chris:                  Or maybe, here’s where what I need is, so let me read that part.


Chuck:                Let me read that part, exactly. If you’ve got the right subheading and the right text in there, then I’ll skip those first three paragraphs and get to paragraph four, if that’s what I need. This is a good one here, is your content better than the current SERP winners? SERP being the Search Engine Results Page. So if you search your keyphrase that you optimize for, and then you see those organic listings, click the first five of those. See what their page content looks like to compare to the content you’re about to post or write. How good is theirs? How bad is theirs? What did they do wrong, what did they do right? And then obviously improve yours. So that step 2, design good content. Step 3.


Chris:                  Number 3!


Chuck:                He says, “create correct content.” Thumbs up for that one.


Chris:                  Yeah, yeah.


Chuck:                Create correct content. He says, “Is there anything as unsettling as a typo in an otherwise great piece of content? No. There isn’t.” And he’s right. I don’t care how much research you’ve done, as soon as I come across a misspelling or then I–


Chris:                  It’s like–


Chuck:                Credibility just went all the way away.


Chris:                  Yeah.


Chuck:                Even with big sites, like I was reading articles on ESPN the other day, about the MVP matchup, and there was a misspelling and I was like, “Come on!” I forgot who’s article I was reading, I was like, “Come on, dude who didn’t check that?”


Chris:                  Dude and editor, right? Yeah.


Chuck:                Exactly.


Chris:                  And freaking spell-checker.


Chuck:                Yeah, he’s like this isn’t a mock-up, this was published live on ESPN.com. It’d be different if this was a draft you know, and so you expect that kind of stuff, but he says, “While there is no evidence, at this time, that grammar is a ranking signal, it is a UX and credibility concern.” UX being user experience, and he’s right. Like misspellings, grammar, etc, they are the fastest way to loose any credibility that you may have.


Chris:                  Right.


Chuck:                So, he says this. When you’re creating correct content, make sure it’s free of grammatical and spelling errors, let somebody else read it, let somebody else proofread it, spell-check it, let somebody else spell-check, it because unfortunately spell-check won’t catch everything. It won’t check wrong use of the word.


Chris:                  Of the word, yeah.


Chuck:                And so wrong use of the word is inherently the wrong spelling, and so it just won’t catch that. Are you using links to good and reputable sources? This is about creating correct content, so if you think the content you’ve created and you give us some numbers and some stats, or whatever it is, you need to outlink. Outbound link or external link, link out, whatever you wanna call it, to some reputable sources that cosign the numbers you’re indicating, and so that way your article becomes a little bit more relevant. Speaking of relevant, has it been fact-checked? Alright? Don’t just go quoting numbers that you copy from somewhere else and you haven’t done the research.


Chris:                  Yeah.


Chuck:                Because going through new algorithm changes we talked about a couple weeks ago, there is a new fact-check tag that’ll show up in the Google Search for news results, so all news sites, yeah, if this has been fact-checked, you want the fact-check sign there.


Chris:                  Yeah.


Chuck:                You know, so don’t be posting fictitious content or these alternative facts. Just not a good look. Create correct content.


Chris:                  Number 4.


Chuck:                Number 4, he says, “Check your keyword usage.” Good one here, he says, “It’s true that keyword stuffing is very, very out. It was never cool in the first place, but now – thanks to Google – it’s also ineffective (if not dangerous).” He said, “It’s also true that Google is very savvy about keywords. None of that, however, means that keywords are ‘dead.’ It just means SEO needs to use them better.” He’s right. Like at the end of the day we were past the days of choosing some keyphrases and then you target those phrases and you go after those phrases and you write content about those phrases and you build links for those phrases, we’re past that day. Now, you still should be building links, you still should be including that content, those phrases in your content, but it’s really more about keyphrase topics. Is what we’ve been talking about in the office lately. It’s about understanding what the primary keyphrase is, and then a whole list of secondary keyphrases.


Chris:                  And tertiaries probably yeah.


Chuck:                Yeah, exactly. Topics that are related to the main keyphrase and then you get a good mix of all of those in the content you’re writing. So that way you have your primary phrase, you have secondary phrases, you have your tertiary phrases in there that are all relevant, and that way you’re not stuffing and sounding extremely repetitive. You’re actually communicating a little bit better.


Chris:                  Right.


Chuck:                Matter of fact he says, when you’re checking your keyword usage make sure it’s “not stuffed full of the primary keyword.” He says, “Make sure it makes natural use of the keywords and variants. That’s what we’re talking about, the variance in that content. The different variations of the keyword. Maybe we use AC Repair a lot, so I’ll use pool cleaning this time. Shout out to Manning Pools, great pool cleaning client.


Chris:                  Yeah.


Chuck:                Backyard Oasis is waiting on you guys. Anyway, maybe you have a page full of content for pool cleaning and so instead of optimizing for pool cleaning you may want to include pool cleaning, pool maintenance, pool service.


Chris:                  Chemical levels, yeah.


Chuck:                Yeah, chemical levels changing, or whatever it is, filter cleaning, all the things that associate with pool cleaning, is what you wanna optimize that page for, ‘cause like you said, Google is savvy enough to know that if you’re searching for pool maintenance, they know you want cleaning.


Chris:                  Yup.


Chuck:                Just makes sense. And then this last one, number 5.


Chris:                  Number 5!


Chuck:                He says, “Some technical SEO content issues.” I was glad he gave us a section for tech issues, ‘cause tech issues are a big part of SEO.


Chris:                  Yeah.


Chuck:                He says, “Most technical SEO factors are site-wide issues that need to be audited, and the important ones cleaned up, before you start trying to optimize content.” He’s right right here.


Chris:                  Ding ding ding.


Chuck:                Yeah, do not spend your time writing 800 words, coming up with these headers, and titles, and great images, and rich media, and optimizing this if your site´s slow. If your pages still don’t load fast, and your sitemaps screwed up, and everything else ‘cause then–


Chris:                  Got no schema, right?


Chuck:                Yeah, ‘cause then this content is just not going to rank, no matter how much on-page SEO you do. He says make sure that your content loads quickly, three seconds or less is the target.


Chris:                  Yup.


Chuck:                That’s the target, make sure you take advantage of that. He says, make sure your content plays well on mobile, right? That’s more of a technical issue in regards to your thing, frankly. If it looks right on desktop but looks trash on mobile, need to address that.


Chris:                  Yeah.


Chuck:                Especially if mobile is a huge part of how your content is absorbed. He says, is this page included on the site’s XML sitemap, right?


Chris:                  Better be.


Chuck:                Is it being dynamically generated? Maybe using a plugin like Yoast or something like that. If not, then you should, but at the very least make sure that your sitemap is updated. Here he says, do you have any internal links that point to this content. You should. Especially when we talk blog post, right? Like one of our strategies is– here we go Pro Tip.


Chris:                  Pro Tip.


Chuck:                One of our strategies is, when we write blog posts and blog articles that are intended to support one of our target pages or one of our main phrases, then we make sure that that target page has links to that blog post. Why do we do that? Well, because the blog post is new content that just got published. Meanwhile this target page is already optimized, already ranks, already has link juice, already indexed for the same phrase that the blog post is supporting, and so by adding a link to the blog post will inherently direct link juice there. Pro Tip: Make sure that you have some internal links pointing to the content. And lastly, he got a good one right here, it’s kind of another Pro Tip, he says are your URLs short? And he’s talking about a technical issue.


Chris:                  Yeah.


Chuck:                He says that Top-ranking pages have shorter URLs. Dig this, “Position 1 URLs average 59 characters.”


Chris:                  Wow.


Chuck:                Thank you Nate, didn’t know that.


Chris:                  That’s cool.


Chuck:                Yeah, and so you wanna make sure that you don’t have a really really long URL, like Pool-Cleaning-Maintenance-Houston-


Chris:                  Chlorine.


Chuck:                Chlorine, exactly. -PoolNet, right you don’t want none of that. You want PoolCleaningHouston, and keep it really short, keep it really simple. So yeah, you know that’s some of the technical issues. He closed out by saying, “Start your SEO content journey by bringing the two together from the beginning. If you are working with a content marketing strategy that did not start with SEO research, start again.” And I’ll leave it right there ‘cause at the end of the day he’s right, you must strategize, you must understand what it is your writing about, why you’re writing about it, what you expect to happen after you write about it, before you write about it. So then that way, when you do write about it, you can write, you can publish, you can post, and you can move forward and execute your strategy. Dude, Nate Dame.


Chris:                  Punch in the face.


Chuck:                Punch in the face to you man. Great article, “The complete guide to optimizing content for SEO.” Pretty cool article, I suggest you guys click the link and read it yourself.


Chris:                  Really good stuff, I tweeted him while we were going through the meat there.


Chuck:                Awesome.


Chris:                  Alright so, now we’ve got some What News.


Chuck:                Oh, I think you’ve got my paper though.


Chris:                  What do we got? We got–


Chuck:                What!


Chris:                  News!


Chuck:                Yeah, yeah. So this What News goes to Burger King.


Chris:                  Yeah.


Chuck:                Burger King. Ironically it’s kinda brilliant what y’all tried.


Chris:                  It’s actually brilliant, I’m all– yeah.


Chuck:                It’s kinda brilliant what y’all tried, and Google you all kinda suck for pulling– for flagging Google Home to not respond.


Chris:                  Right.


Chuck:                Which I get it, y’all had to because it would’ve went wild and everybody would’ve been doing it.


Chris:                  You know it was just a tweak to their code, right?


Chuck:                Yeah, they just said–


Chris:                  Because they already had it for their own commercials, right? For their own Google Home commercials, they had–


Chuck:                They had to tweak like, “Hey, when you hear this commercial–”


Chris:                  Ignore it. When you hear that one, ignore it.


Chuck:                So basically what happened was Burger King, they tried to hijack Google Chrome, and so in their latest ad–


Chris:                  Google Home. Home.


Chuck:                Yeah, Google Home.


Chris:                  Yeah.


Chuck:                For their latest ad promoting the Whopper, at the end of the commercial the guy says, “Google Home what is a Whopper?” Right? And the object is to get Google Home to start responding and telling you all of the ingredients in the Whopper. It’s this, it’s that, it’s this, it’s that. Now, tell you–


Chris:                  It pulls it from Wikipedia, right?


Chuck:                But dig this, did you see what Burger King did?


Chris:                  Yeah, maybe.


Chuck:                So the day before they posted the ad, they updated Wikipedia.


Chris:                  Right, right.


Chuck:                ‘Cause they know it’s gonna pull it from Wikipedia. So they went and literally added the phrase, “What is a Whopper,” added all of the ingredients to Wikipedia, so that way when the ad asked that question, it would have the right data.


Chris:                  Boom.


Chuck:                Brilliant, Burger King.


Chris:                  And then other Wikipedia-ers, were going in and saying, you know made with bug guts and no one can change it.


Chuck:                Yeah, of course ‘cause that’s what Wikipedia does.


Chris:                  So Wikipedia had to lock it down so you had to be like a long time registered user in order to make adjustments.


Chuck:                 Dude, so they got– the ad got pulled. No, the ad didn’t get pulled but Google Home blocked it, Wikipedia made changes and they ‘re getting a whole bunch new–


Chris:                  And we’re talking about it.


Chuck:                We’re talking about it, so they got a whole bunch of new exposure for the Whopper. Good job, punch in the face to y’all for creative marketing. I’m not made at y’all.


Chris:                  Yeah, yeah. That’s not even a What News, like what are you doing? It’s stupid. That’s like What!


Chuck:                No that was like, What? Good job, yeah.


Chris:                  Great stuff.


Chuck:                I can appreciate the creativity in it.


Chris:                  The other What News that we have to mention is of course United


Chuck:                United dawg.


Chris:                  And their three-pronged horrible responses to what happened. You know when they dragged the passenger off of the plane, and just not pulling back, and saying from a customer service perspective, could we have done anything different? The answer is yes, and so when the answer is yes, you say, “We should’ve done it differently.” Like this is not rocket science.


Chuck:                Well, I’m just ashamed that it took for them to lose billions of dollars for the CEO to finally come up and say that.


Chris:                  Yeah.


Chuck:                He said that in a press–


Chris:                  Well his first response wasn’t good.


Chuck:                No, it wasn’t.


Chris:                  The second response wasn’t good.


Chuck:                And then he got a message from accounting.


Chris:                  Yeah.


Chuck:                Like, “Hey, we just lost $2.5 Billion.” You know what I’m saying?


Chris:                  We need you to make adjustments.


Chuck:                Go clean this up, and so he got on TV. He says, “Look, it was wrong. Our bad, we won’t be using police to do this no more. We won’t cancel flights.”


Chris:                  Yeah.


Chuck:                Yeah. Why take $2.5 billion to learn that lesson instead of, you know, blaming the other guy.


Chris:                  Well, I think you know, they usually offer money to get people off the plane.


Chuck:                They did offer, they offered him up to $1,000, but the flight wasn’t until–


Chris:                  Make it $2,000!


Chuck:                Yeah!


Chris:                  Like instead of dragging a passenger off the plane, like just make–


Chuck:                Make the offer sweet, like okay–


Chris:                  What plane full of people didn’t want a grand?


Chuck:                Well so–


Chris:                  How fast would you have been. I’d been off.


Chuck:                Yeah, I would’ve pyong! Take these two!


Chris:                  Unfortunately we would not have made it $1,000 it would’ve been like $500.


Chuck:                I wish I had all my family, I need $1,000 for all five of us.


Chris:                  Yeah. Yeah, and we’re good. You don’t have to call the cops or anything. We’ll walk off of here, but man, all the memes. Have you seen those?


Chuck:                Aw man, did you see somebody made a United commercial–


Chris:                  Oh yeah! It’s impressive.


Chuck:                Dude, the internet does not lose. The internet is undefeated in regards to slander and all of the above, and so yeah, United y’all got to do better.


Chris:                  That is–


Chuck:                Ironically I saw a post today that said, if you’re looking to travel, United is probably the best place to fly right now, because their ticket’s hella cheap.


Chris:                  The planes are empty, got lots of space. You may get thrown off. Actually no, you won’t get thrown off ‘cause there’s lots of space.


Chuck:                You won’t get thrown off.


Chris:                  You may ride with a bunch of other United employees and they may all be very apologetic or defensive, depending on how good their customer service training is.


Alright, so if you liked this podcast, we’re gonna ask you to do one small favor and that is to share this podcast with three people that you know. Preferably business owners or experts in the industry.


Chuck:                Yeah, somebody who could just benefit from learning about digital marketing.


Chris:                  We still bump into a lot of people who have been doing internet marketing for a long time who haven’t heard of the podcast and we just believe we’re giving a lot of value, let’s just let everybody know about this podcast. If their in any aspect of internet marketing, boom send it to them, if they make websites, if they do SEO, if they do PPC.


Chuck:                I got something for you, dig this: if you like the article we just did, tag Nate.


Chris:                  Absolutely.


Chuck:                He’s @NateSEO, tell him eWebResults just went in on his article and he should check it out.


Chris:                  Yup, that would be very cool. Look, if you’re looking to grow your business with the largest, simplest marketing tool on the planet–


Chuck:                The internet.


Chris:                  Call eWebResults for increased revenue in your business. We have a program that is called Instant Leads!


Chuck:                Leads leads leads…


Chris:                  Guaranteed!


Chuck:                Teed teed teed…


Chris:                  It’s actually fun to do that. People call in from the podcast, and I’m like, “and part of our script is, and we’ve got a program called Instant Leads leads leads… Guaranteed.” It gets a good chuckle. Yeah, that program is focused on sending pay-per-click traffic to highly targeted– yes, we do SEO, and this is where you get Instant Leads guaranteed, ‘cause we know that SEO doesn’t provide that highly–


Chuck:                SEO will not provide you Instant Leads. It’ll provide you great leads over time.


Chris:                  Yup, and better than PPC guaranteed, right? So, drive that PPC traffic to a highly optimized web conversion page and get you Instant Leads.


Chuck:                Leads leads leads…


Chris:                  Guaranteed.


Chuck:                Teed teed teed.


Chris:                  Let’s see, if you are networking in Houston you need to make sure that you go to UpSocialNetwork.com and join me. It’s a blast, you can go to Facebook.com/UpSocialNetwork, and connect.


Chuck:                Go to UpSocialLive.


Chris:                  Maybe UpSocialLive on Facebook, yeah ‘cause that’s kinda the broadcast arm of it. We broadcast that live at least once a week, sometimes twice a week, Tuesdays and/or Thursdays. Let’s see, we are filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. You can get a transcript, audio and video of our podcast at our website, eWebResults.com. We are the most popular internet marketing podcast on iTunes, that is because of all of you all. Thank you all very much.


Chuck:                Appreciate it.


Chris:                  We do appreciate it. Until the next podcast, and this is for– here for us is Easter weekend, so we’re out Friday and then everybody who celebrates Easter weekend, enjoy the weekend. If you don’t celebrate it, enjoy the weekend, you just don’t get Friday off probably. Until the next podcast, my name is Chris Burres.


Chuck:                Charles Lewis.


Chris:                  Bye bye for now.

Tip from SEO Podcast 369 – Determine the User Intent Prior to Writing

SEO Podcast 369 Tip