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Quality > Quantity

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Before: More Content = More Success

• Traffic, Links, Rankings, Signals

• Just good enough standard

Quality > Quantity

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Now: Focus Shift Towards Real Quality (Too much content)

• Google Panda was released in February 2011 (currently on V4). The change

aimed to lower the rank of "low-quality sites" or "thin sites”.

Quality > Quantity

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Now: Focus Shift Towards Real Quality (Too much content)

• Facebook Timeline Changes

• Announces effort to show higher quality content - Aug 2013

• Determined by survey and signals

• Introduces ‘story bumping’ – Aug 2013

• ‘we’re updating bumping to highlight stories with new comments.’ – Dec 2013

• Reduce Meme and 3rd Party Images – Dec 2013

• Reduce (penalize) Like-baiting content – Apr 2014

• Reduce automatic third-party shares and updates – May 2014

Quality > Quantity

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Future: Quality is Relative to You

• Mobile Friendly

• Loads Fast

• Social signals

• Author Rank

• Engagement!

What is Quality?

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• Quality is in the eye of the reader

• Quality varies from person to person

• Quality is defined by your goals

• Exceptions to the rule, don’t negate the rules

What is Quality?

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• Resourceful, Helpful, Interesting

• Infographics, How-To Guides, Long Form Content

What Determines Quality?

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• Social Signals

• Source / Author

• Author Rank

• Engagement

Always been in our minds…

Now coded

Quality Content is Rare

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• Problems

• Lazy (looking for just good enough)

• Don’t know what quality is

• Writing about wrong topics

• Not writing for the reader

This Creates Opportunity for YOU!

How to Create Quality Content

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• Coming Up With Ideas

• Determine What Works (Research)

• Find the Balance

• Be the Resource!

• Expand Your Concept

• Format

• Remove the Roadblocks

Coming Up With Ideas

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• What Sells? Profitable?

• Then look to related popular topics

• Keyword Research

• Tools, Adwords, etc

• Tags

• Twitter, Facebook, Google+, Blogs, etc…

• Search Engines

• Best, Greatest, Top 10 (15,20,25,etc)

• Social Sites

• Reddit, Care2, Google+

• Include Everyone!

Determine What Works

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• Social Signals

• Enagagement

• Facebook, Google+, Twitter

• Comments

• Facebook, Google+, Site Content

Determine What Works

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• Inbound Links

• Especially if you want natural links

• Webmaster Tools (Bing & Google)

• Moz, Technorati, etc

• Google search URL or Title

• Continue Testing

• Review comments, signals, and analytics

• Try new things

Find the Balance

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• Not Unrelated, Not Too Commercial

Be A Resource!

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• Solve a problem, question, or curiosity

• Support forums

• Customer reviews

• Obvious gaps in industry

Be A Resource!

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• Buy process importance

• 81% of US respondents indicated posts from their friends directly influenced their purchase decision ~ Forbes

Be A Resource!

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Evolving Buy Cycle

• Buyers are 66% to 90% done with buying process before visiting vendor ~ Forrester

“Buyers of business products and services are online, in social channels, on

YouTube, going to events, and evaluating options on their iPads and

smartphones.”

Be A Resource!

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Evolving Buy Cycle

The buyer’s journey looks a lot more like this than the linear models (e.g., the

funnel) that we usually use as a graphical representation.

Expand Your Concept

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It Can Always Be Better!

• More to the story?

• Happened before?

• Does it relate to current events?

• Unanswered questions?

• Quick Search and Social lookup

• Add quotes and references

• Link out to related information

Be at least a little better than the competition.

Format

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• Provide Quotable, Shareable, Linkable Text Excerpts

Format

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• Break Paragraphs for Easy Skimming

• One idea per paragraph

Format

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• Use bulleted lists

Format

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• Use Images to:

• Summarize Concepts

• Break Up Content

• Provide Something to Share in Social

Format

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• Check Mobile View

• Can they share it?

• Can they read it?

• mobiletest.me

• Check Load Speed

• developers.google.com/speed/pagespeed/insights/

Remove the Roadblocks

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• Avoid (When Possible)

• Anything Audible

Remove the Roadblocks

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• Avoid (When Possible)

• Commercial Elements

• Shopping Cart Buttons

• Navigational / Categories

• Large Contact Numbers

• Referral based?

Remove the Roadblocks

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• Pop-ups

• Signups, Follow Us, Advertisements

• Know your audience

Remove the Roadblocks

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• Outdated Features

• Calendar, Tag Cloud, Counters, Old Social Buttons

• Distractions from Content

• Ads in content

Connect With Me…

Facebook.com/kairaymedia Facebook.com/brentcsutoras +kairaymedia +brentcsutoras @kairaymedia @brentcsutoras

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