Perfect Pages: Content Strategy and SEO

About Me:
• Former Lead SEO & Director of Content – Moz
• Owner - Fazillion Media
• Write, Speak, & SomeEmes Consult
• All-around SEO Geek

SEO: Delivering
exactly what the user
wants at the exact
moment they seek it.

“Perfect Pages”
noun, plural
•  Category-deﬁning resources that rank
highly for 1000s of keywords and variaEons

hMps://moz.com/learn/seo/Etle-tag

9.3% 6.5% 1.5%
0.039% of Pages = 17.3% of Organic Traﬃc

7 Elements of
Cra[ing Perfect
Pages

1. Designed to
Answer QuesEons to
SaEsfy User Intent

What’s the best
restaurant in
Portland?

Telemarketer
Challenge:
Rank #1 for
“Best Restaurant
in Portland”

Optimized Title Tag
<title>Best Restaurant – Pancake House in
Portland Oregon</title>
Optimize TF-IDF
Page Segmentation
Semantic Distance
Co-occurrence Optimization
Entity Salience

“Best
Restaurant in
Portland”
(if you’re lucky)

2. Comprehensively
Answers QuesEons
Beyond the Keyword

What are the top
restaurants? Where are they?
What’s the website?
Can I make reservaEons?
How do I get there?

“Fenugreek and Liver
Damage”

Targeted vs.
Comprehensive
#1 #2

The Long Tail is
Very Hard to
Predict

Lots of questions.
Many searches.

Filter for
Questions
Moz
Keyword
Explorer

3. Employ Structure
as a Strategy

We still
publish
content
like this

<!DOCTYPE>
<a>
<abbr>
<acronym> 2
<address>
<applet> 3
<area>
<arEcle>
<aside>
<audio>
<b>
<base>
<basefont> 4
<bdi>
<bdo>
<big> 4
<blockquote>
<body>

<h3>
<h4>
<h4>
Don’t sweat the
markup

Whiteboard Fridays
Circa 2010
Video Only:
Good for Humans
Poor for Robots

We added
transcripts
Search engines
love me!

What human
wants to
read this?!?!
Nope!

Added rich
formatting
• Headers
• Images
• Scanable

4. Unique Media
and/or InteracEons

Generic Unique Image
•  Summarizes basic points of post
•  Took 2 minutes to make
•  Increases engagement
•  Look, another bullet point!

5. Relentlessly
Pursue Engagement

384% Increase in Organic Traﬃc

83.2%
45.3%
+25% New Pages
-45.5% Bounce Rate

“Give the user zero
excuse to hit the
back buMon”

Strategy #1: Act as a Hub/
Authority/Resource Page

•  Link to AuthoraEve Resources
•  Internal or external
•  Going forward is beMer than
going back
•  Several Patents+Case Studies
support this concept

Strategy #2: Use Search
Keywords in CTAs

Hacking with Google Search Console

6. TemplaEze this
process in your
Content Strategy

1.  Figure out user intent
2.  Answer questions beyond the keyword
3.  Structure+Format everything
4.  Add unique media
5.  Pursue engagement as ranking factor #1

Perfect Pages: Content Strategy and SEO

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