Creating Impactful Content

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Do curso por University of California, Davis

Optimizing a Website for Search

517 classificações

University of California, Davis

Optimizing a Website for Search

517 classificações

Curso 3 de 6 em 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.

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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

Conheça os instrutores

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

Hello again.

We've reached the end of our journey through advanced on page SEO and

what better way to conclude this module than with a discussion of

how to create great content of what we've been learning about.

We'll also look at some tools that will help you on your quest to create great

content.

Finally, we'll discuss where you might look for great opportunities for

developing content that speaks to your audiences and

prompts the action needed to meet your goals.

Let's take a look some of those now.

So how can we create excellent content?

Find out what your audience is looking for and provide that to them.

For example, when we looked at our textbook rental keywords

we found some questions users are asking.

They are specifically looking for content that answers these questions.

Now, some of these questions aren't that great to create content for.

But others, like is it better to rent or buy textbooks?

Can not only be great content pieces,

they are also tightly focused on a query that has actual volume.

Another thing to be conscious of is Google's features

that provide answers directly in the search results.

Also, the occasional people also ask box.

This box came up during my examples of looking at TARDIS related search results.

Having a strong brand focus around the topic increases the chance that

your site will show up in the answer box or in these additional areas.

The Dr. Who site we look at was in the first position for a query, but

they also have another opportunity to show in this answer box,

because of their strong focus on related content.

You can also get ideas from what people are searching for,

by exploring the search box.

Notice how you can click on what does the doctor keep in the TARDIS.

This might be additional content to include on your page, or

develop a page around.

I want to point out, that you don't always have to create content around a keyword.

In fact, you should be looking at great content opportunities,

outside of keywords, as well.

Finding out what your target audiences' pain points are,

what questions they are asking, and how you can help solve their queries

will help you provide useful content to your users.

Plus, this type of content is likely to naturally attract a variety of long tail

keywords, and because of it's usefulness, this may get shared more frequently.

Let's take a look of some of the ways we can discover what problems

our users are experiencing or questions they are looking for answers for.

Question and answer sites, are a great resource

when it comes to brainstorming potential content opportunities.

Quora, for example, is a great resource.

For this example, I typed in textbooks.

And I'm already getting some creative ideas for

potential blog posts or articles.

What is the future of text books would be interesting?

Considering more and more books are moving to digital format.

This post would allow us to highlight any digital textbook offerings we have.

To go along with this idea, we might also want to create a post

about the history of textbooks, and find some neat facts people can share.

The third question relates to computer science books specifically.

But it can work in a broader context, as well.

A list of great fiction books that offer educational value might be a great post.

The question, what are effective ways to read a textbook,

makes me think that an article like top textbook hacks for

faster studying, would work really well too.

This single search just gave me for content ideas, and I can spend more

time browsing through other questions and answers on this site for additional ideas.

Another favorite site of mine is Buzzsumo,

which provides you with the most shared content by topic or domain.

This is great to use because you can see that the content

idea is very share worthy.

In this example, I typed in textbooks, and I get some really neat ideas.

We can see that other than news items, list-type posts,

like 46 rare photographs and a incredible finds, perform really well.

Since this site also allows you to check domains.

I checked chegg.com.

Another text for 's sake,

to see what types of contents are most shared on that site specifically.

In this case, I can see that contests tend to perform really well with this audience,

as well as the list style posts.

You can also check out Yahoo Answers,

forums your audience is likely to hang out in and social networks.

For example,

Twitter allows you to see short snippets of what people are talking about.

If you search for textbooks, you will see a common theme of people expressing

negative opinions about the price of textbooks.

Discussing how rentals are more affordable than buying

may reach these types of users.

Facebook tends to have a lot of trending topics related to textbooks in the news

that you may be able to take advantage of.

Pinterest backs up a lot of what we know are pain points

by linking to blog posts about cheap textbooks.

But they also have great post ideas like how to create a study guide.

Also make sure to check your Google Analytics.

While a lot of keyword data is gone, enabling the site's search feature

can give you insights into what users are trying to find on your site,

that you may not have content around.

That completes the video portion of this lesson.

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