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Creating Helpful Content that Ranks and Convert...

Creating Helpful Content that Ranks and Converts in 2024

Learn how to create helpful content that ranks and converts in 2024. This talk discusses my custom content strategy framework to craft helpful content that can not only rank high, but also build trust with both users and AI-powered search engines to ultimately strengthen your brand and drive more conversions. Remember to follow the Yellow Brick Road.

The Four Pillars of Helpful Content: Empathy, Expertise, Diversification & Information Gain.

Read the companion blog post: https://www.switchkeydigital.com/learn/four-pillars-of-helpful-content/

Download my free toolkit: https://www.switchkeydigital.com/2024-helpful-content-toolkit.pdf

Georgia Tan

June 17, 2024
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  1. Creating Helpful Content that Ranks and Converts in 2024 Georgia

    Tan Co-founder & Head of Search, Switch Key Digital
  2. People don’t want to “search”, they want to “solve.” AI-powered

    Search is trying to provide the solution, but they aren’t doing a great job so far.
  3. We as SEOs and Marketers need to focus on what

    AI lacks. A Heart A Brain Courage Direction
  4. Programmatic blurbs here that don’t fit user intent at all.

    Why would I need to know about general Australian food trends? I just want to find a good restaurant. Common Restaurant Questions are so generalised they don’t help anyone looking for answers on a specific restaurant.
  5. Yellow Pages AU Not ranking for best restaurants in X

    Australia Good Food Top ranking competitor
  6. 1. Be Accurate 2. Be Honest 3. Be Useful 4.

    Be Relevant 5. Be Brief 6. Differentiate yourself from the competition Everything Yellow Pages Wasn’t
  7. Rapid Weight Loss How? What? Best methods? Why? Rapid Weight

    Loss How? What to know before you do X How I did X Should you do X Can anyone do X Topic Pillar Clusters Funnel Driven Topics Source: Bernard Huang, Clearscope
  8. Traditional Funnel Driven <title> How to lose weight fast and

    safely <h2> What is rapid weight loss? <h2> 5 techniques for rapid weight loss <h3> 1. High protein, low carb diet <h3> 2. Intermittent fasting <title> Fast weight loss: My journey to losing 10 pounds a month <h2> My biggest weight loss mistakes <h2> Strategies that actually worked for me <h2> How I built sustainable habits
  9. Take this list of keywords and create a comprehensive and

    engaging list of topics for weight loss that addresses different user goals, stages of the user journey, common challenges, demographics, methods, and content formats. Content formats include: • Articles: In-depth insights, personal stories, expert interviews • Videos: Testimonial videos, expert interviews, demonstrations • Infographics: Visual guides, step-by-step instructions • Interactive Tools: Calculators, trackers, goal setters Overall, about half of the topics needs to be focusing on first-hand experiences and the other half on expert perspectives to provide relevant and original content. All topics should be in either first or second person. Format the list as follows, where there are at least 3 user goal sections, 3 methods & techniques sections, 2 demographic sections, 3 different content formats per section and 3 topics per funnel group: Section: <User Goal/Demographic/Methods & techniques> Top Funnel - <topics> (<content perspective/content format>) … Mid Funnel - <topics> (<content perspective/content format>) … Bottom Funnel - <topics> (<content perspective/content format>) … These are the keywords:
  10. Multi-Channel Reaching audience through various platforms Increased reach, accessibility and

    convenience for users Multiple customer support platforms e.g phone, email, live chat and social media Content resides on various platforms owned by the communicator (website, social media etc.) Each channel may have its own search engine / algorithm (e.g. email search, social media search) Multi-Modal Presenting information with various formats Enhanced understanding and engagement Educational website with text, images, video and interactive elements Content can be uploaded to platforms or exist independently and be discoverable through search engines Content itself is optimised for search engine algorithms like Google FOCUS BENEFITS EXAMPLE PLACE- MENT SEARCH ENGINES
  11. You've decided to train for your first marathon and are

    looking for resources. A Multi-Channel & Multi-Modal journey example
  12. Multi-Channel “Download free 16 week marathon training plan” “Join me

    for my live Q&A where I’ll share my fav tips on starting out marathon training!” You get info across different platforms Email Newsletter Instagram post CHANNEL MODAL CTA “The ultimate beginner marathon training plan” PDF Text Article Live Stream Search results
  13. Multi-Modal CHANNEL MODAL CTA Search results “marathon training plan for

    beginners” You learn through various formats Text-based article lists a beginner-friendly training plan with detailed schedules and explanations Video snippet where a professional runner explain key marathon training principles "Image Results" section displays a visually appealing infographic showcasing a well-structured 16-week training plan Interactive training calculator tailors to your own individual fitness level and goals and offers personalised training advice
  14. Information Gain Optimisation Introducing new, relevant concepts and entities that

    expand the boundaries of Google's Knowledge Graph. This helps search engines like Google better understand your content and potentially rank it higher for relevant searches.
  15. Practical Information Gain Tips via valuable content, industry relationships &

    accuracy Move Beyond Generic Content Zero Search Volume Topics High-Effort Video Content Proprietary Research Human- directed AI
  16. Generative Engine Optimisation (GEO) “A novel paradigm to aid content

    creators in improving the visibility of their content in Generative Engine responses through a black-box optimization framework for optimizing and defining visibility metrics.”
  17. GEO optimisation tips 30-40% in visibility Adding relevant statistics, quotations

    from credible sources and citations Making content fluent and easy to understand Using keyword stuffing, overly unique words or relying on technical jargon 15-30% in visibility ~0% in visibility
  18. HEART Empathy Resonate with your audience and keep them coming

    back for more. BRAIN Expertise Provide expert knowledge and unique perspectives COURAGE Diversification Optimise for multi modalities (text, image, voice) and multi-channel. DIRECTION Information Gain Provide high information gain for both users and search algorithms. The Four Pillars of Helpful Content