You can automate some of your outreach using Facebook Ads By simply formatting information with nothing more complex than HTML tables or bullet points, you can improve your chances of getting a Featured Snippet for many informational searches, but you probably need to be ranking in the top 5-7 positions already for this to happen.Ĭredit: Barry Adams, Polemic Digital 7. A link on a smaller site, with potentially less authority – for example, a charity like the RSPB – will likely pass more value overall.Ĭredit: Paul Madden, Kerboo 6.ğeatured Snippets are easy to get (as long as you’re already ranking in the top 5)įeatured Snippets can be a fantastic way of maximising your real estate in the SERPs and showing users that your page can answer their query before they even click. Whilst it’s certainly no bad thing to get coverage on sites like those, an individual article quickly gets buried in the architecture of a site that vast. News coverage doesn’t always produce the most valuable linksĬontent marketing is probably the most prevalent link building tactic these days, but often these campaigns are geared towards major media outlets like The Independent or The Daily Mail. Having flexibility and trust from your clients to create reactive (and sometimes edgy) content is key.Ĭredit: Paddy Moogan, Aira 5. By contrast, a well-timed, bargain-basement content piece thrown together at the last minute could potentially be a big success if the ingredients are right… a bit like the time (). It doesn’t matter how fancy your execution is, or how much resource you throw at promotion – if your idea is weak and your story is lacking, things probably won’t end well.
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But when things don’t work out, you can pretty much guarantee that lack of budget wasn’t really the problem. Let’s be honest – sometimes a content marketing campaign simply doesn’t deliver the results you expected sometimes, it falls completely flat on its face. Lack of budget is hardly ever the reason a content campaign fails If you’re trying to elicit a particular emotion with a piece of creative content, think carefully about the colours you use in the design, as this can really reinforce what you’re looking to convey.Ĭredit: Laura Crimmons, Branded3 4. We all know that people respond to content that triggers their emotions emotion is especially important when it comes to getting people to share.
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With half of all web searches likely to be completed via voice within the next three years, ranking in the highest positions will become more valuable than ever, and the onus on brands and publishers to provide clear answers to real questions will only increase.Ĭredit: Barry Adams, Polemic Digital 3.Ğmotion matters, and colour’s a massive part of that This stat came up a few times over the course of the day, which proves that, whether we like it or not, the rise of voice search isn’t going to stop. This is why SEO specialists should always be involved in things like customer research and experience mapping from the discovery stage of a relationship onwards.Ĭredit: Ellie England, Bing 2.ěy 2020, 50% of searches will be conducted by voice
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We can literally see what people are typing or speaking into search engines, and use that to tailor content and experiences that address real needs. Search is THE most intent-based channelĪ simple truth, but a hugely valuable thing to remember – no other channel, digital or otherwise, gives us so much insight into the precise intent of our audience. You can view all the speakers’ slide decks here, but, if you’re after a quick summary, here are Code’s key takeaways. The event featured talks spanning topics from creative content campaigns to advanced technical SEO. Last week, Joel and Gareth from Code’s Search & Content team went along to the SearchLeeds conference, now in its second year.