Content Marketing: 5 Elements of HEO (Human-Eye Optimization)
•
0 likes•1,060 views
SEO is elusive. We chase Page 1 ranking, hoping that we know what the search engines want to see. Yet, Google and other search engines are telling us: If you create quality content, virality will happen. I call it Human Eye Optimization - creating content for people. This deck covers the 5 Elements of HEO
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Content Marketing: 5 Elements of HEO (Human-Eye Optimization)
- 1. SEO, MEET HEO Noelle Schuck, Director of Content Strategy Pinball Strategy
- 3. BLAH, BLAH, BLAH … Unoriginal States the Obvious Too Long Fluffy Forced @noelleschuck
- 4. • Feels like that • AttractsTraffic • GoesViral • Has a Long Shelf Life GREAT CONTENT @noelleschuck
- 5. ...the overriding kind of goal is ... high-quality content, the sort of content that people really enjoy, that's compelling, the sort of thing that they'll love to read that you might see in a magazine or in a book, and that people would refer back to, or send friends to, those sorts of things… Sept. 11, 2013, Matt Cutts via YouTube’s Google Webmasters Channel @noelleschuck
- 6. HUMAN-EYE OPTIMIZATION Content that … • Attracts • Engages • Retains …real people. @noelleschuck
- 7. It begins with the end user reader in mind.
- 8. 1. SEARCHABLE & CLICKABLE TITLES • N: Take a Walk on the Wild Side • S: What is Urban Foraging? • S&C: Urban Foraging - Finding Wild Food in Your Own Back Yard @noelleschuck
- 9. Keyword phrases Action verbs Numbers Clarity Echo long-tail searches @noelleschuck
- 10. 2. STRONG LEAD PARAGRAPHS • Perspective - Why should I care? What does this mean to my world? • Poignancy - How does this make me feel? • Preview - What’s this about? @noelleschuck
- 11. 3. SUBSTANCE • Empty advice “You should get that fixed.” • Telling without showing “This is important because it’s important.” • Stating the obvious.“If it’s in stock, we have it!” • Wordiness.“Certified Pre-Owned” “Used” @noelleschuck
- 12. 4. RELEVANCE Less me, we, and I and more you @noelleschuck
- 13. 5.VISUAL APPEAL • To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds. (nngroup.com) • Users will be able to read about 20% of text on the average page. (nngroup.com) @noelleschuck
- 14. @noelleschuck
- 15. @noelleschuck
- 17. MORE RESOURCES If the links on the following page do not work, please email me at noelle@pinballstrategy.com.
- 18. 3 Ps of Good Lead Paragraphs Good & Bad Lead Examples Clickable & Searchable Headlines Stating the Obvious Show vs Tell Empty Advice Wordiness 1