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How to Optimize Your Content Without Sacrificing Pizzazz

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Mordy Oberstein

How to balance writing for search engine and writing for an audience at the same time. Tips on how to develop content that is both SEO sound and engaging.

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Copyright: 123RF Stock Photo
Hi, I’m Mordy Oberstein Then Now
DID YOU KNOW YOU ARE WRITING FOR TWO AUDIENCES?
ON THE ONE HAND, YOUR AUDIENCE MAY ME THESE GUYS...
ON THE OTHER HAND, YOU’RE ALSO WRITING FOR THIS GUY…
I’M TALKING ABOUT…
WHILE YOUR AUDIENCE MAY PREFER THIS:
GOOGLE MAY WANT THIS:
HERE’S WHY… The ultimate title for your tire marketing content: Go for the Gold with Goodyear!
Vs. Goodyear Tires are the Best – Buy Them!
HERE’S ANOTHER ONE: Say you’re writing a piece of content highlighting how to do things you don’t like doing…. The Obvious Heading for Tip #1: Just a Spoonful of Sugar
HERE’S WHAT GOOGLE THINKS OF YOUR “GREAT” HEADING… …. And from a search perspective, how exactly does this help your content?
THE CATCH 22 ON THE ONE HAND… What good is great content that your readers can’t find? ON THE OTHER HAND… What good is content that your readers can find but won’t like?
HOW DOES GOOGLE FIND RELEVANT CONTENT? It’s complicated but… Google (still) looks at titles and headers (title meta tags, H1s, & H2s). (Even considering that it can be argued that titles and headers have lost importance over time....)
THE PROOF IS IN THE PUDDING If you are writing about a “Content Strategy Plan”… … What word should be in your title?
SO WHEN AND HOW DO YOU GO CREATIVE? WITH TIPS ON: • Creating interesting, yet “optimized” titles • How to go about balancing creative vs. optimized H2s • The storytelling process in consideration of Google
MEET YOUR NEW BEST FRIEND…. TITLE TAGS!
HERE’S WHAT THE CODE LOOKS LIKE, JUST IN CASE YOU WERE CURIOUS…
REIN IT IN THERE FELLA…. THERE ARE LIMITS!
YES, WE OFFER A TOOL TO HELP YOU WITH THIS TOO… Warning! This slide contains an unabashed sales pitch.
LET’S PLAY THIS OUT… Content Topic: Making a wife happy The Making of a Wife Happy – 5 Survival Tips Every Husband Needs to Know (H1) How to Make Your Wife Happy (Title Tag version)
… AND AS SUBHEADINGS GO (H2, H3, ETC.) To go creative, or not to go creative…
SPEAKING WORDS OF WISDOM… LET IT BE & go with something like: Top Tips to Make Your Wife Happy Which in our case means: Avoid a heading like: Tips so That You Don’t Miss with the Mrs. When it comes to writing headers for the essential section of your content… cater to Google.
OR YOU COULD TRY TO MIX IT UP At times, it is possible to create an H2 that is both “Google discernable” and catchy… … but don’t overdo it (no one wants a ton of long headings). A Hug a Day Keeps Alimony Away – How to Build a Healthy Marriage “ “
BUT ALWAYS WALK OFF IN STYLE
WHEN IT COMES TO STORYTELLING, GOOGLE WANTS YOU TO GIVE THE KIDS DESSERT FIRST Good stories build up, they don’t show their cards right off the bat (to use a ton of idioms in one sentence). Google thinks if it’s at the bottom, how important can it be? Conundrum. How do your organize your content?
321 IN OUR CASE YOU MIGHT…. Start off with some stats on marriage Offer some tips on how a husband might make his wife happy Bring in some research on the effects of a happy marriage
KICKING OFF WITH GOOGLE IN MIND… Here’s what we would start with should we optimize for Google: How to Have a Happy Marriage
WHY WOULD A READER WANT TO KEEP READING? You’ve revealed your most important piece of content right away. Now what? How do you keep readers interested?
I’LL TAKE CREATIVE HEADINGS FOR 500 This would be a good time to go with a very, very, very catchy H2.
IN A CASE LIKE THIS, AN IMAGE IS EVERYTHING Keep readers interested with a great image. It’s a cheap trick, but it’s a good one.
BY THE WAY, YOU CAN CAPITALIZE ON SHOWING YOUR HAND EARLY Build on the interest you just created and extend it to another topic of significance. Something like: Jackpot! The Happy Marriage Wealth Connection
DON’T GET HUNG UP ON “THE RULES” These are not unbendable rules that you always have to follow for content success, but more general guidelines.
BUT ABOUT WHAT WHEN PUSH COMES TO SHOVE?
THIS LITTLE LIGHT OF MINE… But hey, that’s just me!
MOST IMPORTANTLY, IT’S A MATTER OF MINDSET
BUT ALSO A MATTER OF PRACTICALITY Write what you want… then go back and optimize/edit for Google.
CAN’T WE ALL JUST GET ALONG? There’s actually a great deal of harmony. Both writers and Google ultimately want the same thing… Quality Content
THE END … THANK YOU! @mordyoberstein

More Related Content

How to Optimize Your Content Without Sacrificing Pizzazz

  • 2. Hi, I’m Mordy Oberstein Then Now
  • 3. DID YOU KNOW YOU ARE WRITING FOR TWO AUDIENCES?
  • 4. ON THE ONE HAND, YOUR AUDIENCE MAY ME THESE GUYS...
  • 5. ON THE OTHER HAND, YOU’RE ALSO WRITING FOR THIS GUY…
  • 7. WHILE YOUR AUDIENCE MAY PREFER THIS:
  • 9. HERE’S WHY… The ultimate title for your tire marketing content: Go for the Gold with Goodyear!
  • 10. Vs. Goodyear Tires are the Best – Buy Them!
  • 11. HERE’S ANOTHER ONE: Say you’re writing a piece of content highlighting how to do things you don’t like doing…. The Obvious Heading for Tip #1: Just a Spoonful of Sugar
  • 12. HERE’S WHAT GOOGLE THINKS OF YOUR “GREAT” HEADING… …. And from a search perspective, how exactly does this help your content?
  • 13. THE CATCH 22 ON THE ONE HAND… What good is great content that your readers can’t find? ON THE OTHER HAND… What good is content that your readers can find but won’t like?
  • 14. HOW DOES GOOGLE FIND RELEVANT CONTENT? It’s complicated but… Google (still) looks at titles and headers (title meta tags, H1s, & H2s). (Even considering that it can be argued that titles and headers have lost importance over time....)
  • 15. THE PROOF IS IN THE PUDDING If you are writing about a “Content Strategy Plan”… … What word should be in your title?
  • 16. SO WHEN AND HOW DO YOU GO CREATIVE? WITH TIPS ON: • Creating interesting, yet “optimized” titles • How to go about balancing creative vs. optimized H2s • The storytelling process in consideration of Google
  • 17. MEET YOUR NEW BEST FRIEND…. TITLE TAGS!
  • 18. HERE’S WHAT THE CODE LOOKS LIKE, JUST IN CASE YOU WERE CURIOUS…
  • 19. REIN IT IN THERE FELLA…. THERE ARE LIMITS!
  • 20. YES, WE OFFER A TOOL TO HELP YOU WITH THIS TOO… Warning! This slide contains an unabashed sales pitch.
  • 21. LET’S PLAY THIS OUT… Content Topic: Making a wife happy The Making of a Wife Happy – 5 Survival Tips Every Husband Needs to Know (H1) How to Make Your Wife Happy (Title Tag version)
  • 22. … AND AS SUBHEADINGS GO (H2, H3, ETC.) To go creative, or not to go creative…
  • 23. SPEAKING WORDS OF WISDOM… LET IT BE & go with something like: Top Tips to Make Your Wife Happy Which in our case means: Avoid a heading like: Tips so That You Don’t Miss with the Mrs. When it comes to writing headers for the essential section of your content… cater to Google.
  • 24. OR YOU COULD TRY TO MIX IT UP At times, it is possible to create an H2 that is both “Google discernable” and catchy… … but don’t overdo it (no one wants a ton of long headings). A Hug a Day Keeps Alimony Away – How to Build a Healthy Marriage “ “
  • 26. WHEN IT COMES TO STORYTELLING, GOOGLE WANTS YOU TO GIVE THE KIDS DESSERT FIRST Good stories build up, they don’t show their cards right off the bat (to use a ton of idioms in one sentence). Google thinks if it’s at the bottom, how important can it be? Conundrum. How do your organize your content?
  • 27. 321 IN OUR CASE YOU MIGHT…. Start off with some stats on marriage Offer some tips on how a husband might make his wife happy Bring in some research on the effects of a happy marriage
  • 28. KICKING OFF WITH GOOGLE IN MIND… Here’s what we would start with should we optimize for Google: How to Have a Happy Marriage
  • 29. WHY WOULD A READER WANT TO KEEP READING? You’ve revealed your most important piece of content right away. Now what? How do you keep readers interested?
  • 30. I’LL TAKE CREATIVE HEADINGS FOR 500 This would be a good time to go with a very, very, very catchy H2.
  • 31. IN A CASE LIKE THIS, AN IMAGE IS EVERYTHING Keep readers interested with a great image. It’s a cheap trick, but it’s a good one.
  • 32. BY THE WAY, YOU CAN CAPITALIZE ON SHOWING YOUR HAND EARLY Build on the interest you just created and extend it to another topic of significance. Something like: Jackpot! The Happy Marriage Wealth Connection
  • 33. DON’T GET HUNG UP ON “THE RULES” These are not unbendable rules that you always have to follow for content success, but more general guidelines.
  • 34. BUT ABOUT WHAT WHEN PUSH COMES TO SHOVE?
  • 35. THIS LITTLE LIGHT OF MINE… But hey, that’s just me!
  • 36. MOST IMPORTANTLY, IT’S A MATTER OF MINDSET
  • 37. BUT ALSO A MATTER OF PRACTICALITY Write what you want… then go back and optimize/edit for Google.
  • 38. CAN’T WE ALL JUST GET ALONG? There’s actually a great deal of harmony. Both writers and Google ultimately want the same thing… Quality Content
  • 39. THE END … THANK YOU! @mordyoberstein