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Lesson Four

Authority Content Marketing – Part 2

This is part-2 of our lesson on Authority Content Marketing, if you haven’t already watched part 1 we recommend you start there.
In this second part we share some real-life examples of Authority Content and share insights into how effective it can be for your business.
Placing your business as an Authority on your subject matter is without a doubt the best way to increase your online visibility and in this lesson we give you a variety of insights into how you can accomplish this.

Watch the next lesson: Lesson Five: Infographics

Worksheets & downloads available here

Video Transcription

Hello and welcome to Lesson Four of Module Three.

In this second part of the Authority Content Marketing Lesson, I’m going to continue to show you how to create this all important content and how we can then optimise and amplify it. I’m also going to share with you several examples of authority content, using both my own agency clients and some other resources that I found online, which are just fantastic and they’re going to give you lots of inspiration and ideas.

So, you’ve done your research, you’ve identified some topics and established the best content that’s ranking right now, and you’ve noted down some ways in which you could potentially improve upon that content. What next?

Well, we need to package up your content so that it really turns some heads once it’s published. We’re not going to fall into the trap of creating five top tips for this or six ways to do that, blah, blah. Let’s leave your competitors to do that stuff. Instead, we’re going to concentrate on establishing your brand as the authority within your space, and as such, the content that we’re going to create needs to sound impressive and be impressive.

Over the years, I have tried and tested dozens of content types, formats, and templates to establish what works best, and without a doubt, there are a core six methods which sit head and shoulders above the rest. These six content blueprints are now my go-to resources when I’m creating authority content, and I’m going to share with you just two of these. Only joking. You’re going to get all six, of course, and here they are. How-to guides, product or service reviews, best-of guides, round-ups, comparisons or in-depth guides. I’m going to explain each of these in a little more detail right now.

Firstly, how-to guides. It’s fairly obvious what these are and they are one of my absolute favourite ways to create authority content. Most industries will have lots of customers asking questions, so creating informative content that is highly actionable, whether that be in a how to way or using any of the other five W’s, what, who, where, when, or why. These guides are intended to address the information-gathering or problem-solving phase in customer acquisition. And so addressing this with your own content and making sure it is head and shoulders above the competition is a sure fire way to get customers, and Google, to notice your brand or your business.

Next, we have reviews. Everyone loves the reviews. When was the last time you bought something online or worked with a company without having any previous review or recommendation about them? Personally, I can’t remember, it was that long ago. And as such, creating reviews is a great way to rank well and bring footfall to your website as everyone wants to see opinions and feedback.

Now, you may be wondering what kind of review. Well, it depends on your business model. You could review your niche, the wider industry, other products or services. You could, of course, acquire reviews on your own products or services as well, but you’re going to need a third party to do this because you obviously can’t review your own products.

Another favourite are best of guides. You can make a best of guide about literally anything, and users, and Google, love them. It’s very likely you will see best of guides or something similar when you’ve been doing your own research. As ever, with authority content marketing, it’s about raising the bar. If you see a 10 best post, then you would look to create a 25 best or a 50 best.

Moving on, we have round-ups. In certain industries where there is a lot of activity online, be that in blogging or on forums or whatever, round-ups are an amazing way to rank and gain visibility. There are two types of round-ups that I use. One where you do it entirely yourself and you bring together a group of similar products, services, business, or even people, whatever it might be, and you provide a summary on each with an introduction and a conclusion.

Or, the alternative and often more popular way is to get others to contribute so that you might have a question that you ask a certain number of people. You may run a small poll. You may get feedback on a given topic or have people provide comments on that topic, whatever you’re covering. You combine all the feedback together, top and tail this content with your own thoughts, and hey, presto, you have a fantastic round-up for your website.

Next, we have comparisons. This works great if you sell similar items or provide similar services and you can compare them. Likewise, you can compare your industry to another. Just make sure the comparisons are fair and unbiased, and these will rank very well.

Lastly, we have in-depth guides. Now, we have touched on these a few times up until now as they are a staple of mine. These are arguably the best way to exert your authority online. With in-depth guides, you take a topic you know well and you write the very best piece of content that you can, making sure it surpasses anything else online right now.

If I had to choose one content blueprint only it would be in-depth guides, for sure, as they are just so powerful. You can create one in-depth guide on a topic and because Google is so clever these days, you can end up ranking for dozens of related terms and synonyms without even trying to optimise for them, simply because Google knows the resource is the best available, and so it then becomes the default. I’ve seen this happen time and time again, and I would love to see you accomplish this.

Those are my six favourite content blueprints that are used when creating authority content, regardless of the industry or the business sector. Feel free to use one or more of them if you feel it would be suitable for your business and the type of topic that you are creating.

Alternatively, as you do your own research, you may find another content type that you think will work better. If it will, use it. Whatever you end up using, just create the best resource you can, and once you get it online, be sure to send it over to me at support@TheEvergreenAcademy as I’d love to check it out.

Before we get into the optimising of your authority content, I’m going to hop onto my computer and show you a few examples of great authority content, both from my own clients and other fantastic Evergreen resources that I found online.

Right. Okay. I’m going to start by just showing you a handful of recent examples from my agency clients that I have collaborated with them and we’ve researched, produced, published and then amplified.

I’ve put up a few tabs here and I’m just going to rattle through them really quick. Ski Bonjour, this is one of my agency clients that I’ve mentioned a few times before. Just very, very recently, literally in the last few weeks, we have put our heads together and come up with a lift pass guide. The reason for this is, we looked and there was a lot of information out there on lift passes. A lot of it was out of date, not very current, especially not for this ski season that we’re currently in, and it seemed to be conflicting, different accounts. So we thought, you know what, let’s just create an ultimate guide for 2017. We put it out there, we promoted it, and this is now performing incredibly well, generating a lot of interest.

People are finding it hugely valuable. Anyone who’s going skiing or away skiing and they want information regarding pricing and anything else you can think of, there’s just loads of really useful information in here. All the prices, everything you could want, like family passes, pedistrians, what’s included … these guys just really went to town. They listened. They took everything that I was telling him on board and they went and had some real fun with this and produced a great, great guide.

You guys, as you can see, you’ve got all their additional resources here with loads of other guides on their website that we’ve created in the past. A really good solid example that’s very current. This is literally gone live. As you can see, it went like right at the end of 2016, so it’s very, very current.

Moving on. Another client, Versatile Tanks. This is another one of my agency clients. For these guys, we worked up the aesthetics, because this is a fairly bland industry. They’re actually a client all the way over in Australia. They deal in concrete tanks, which are these huge tanks people put under their houses and they store water in them. They store ammunition. They store wine in them. All sorts of things. There’s not very much … very good creative out there.

We put our heads together and we set about improving the user experience with great imagery and come up with this theme and it just looks fantastic. And all these posts are full of really useful information. It just looks great. We’ve had amazing feedback on this. Everyone loves it. It’s just fantastic. It just makes the user experience, the user journey, so much more pleasing.

And as you can see, the results of this is you put in loads, everything they are targeting, all their terms around concrete tanks and the different types of concrete tanks. They’re top, for here they’re the top two results, and all their images are showing up. It’s just fantastic. They are absolutely right. They’ve even invited me over to Australia for a holiday. Not that I ever get the time.

Then another one here, MyTutor web. We noticed that within this, these guys do online education, tutoring, all that sort of stuff. We noticed there was a lot of talk and a lot of posts rounding up five top apps that students can use to help when learning and revising and all that sort of stuff. So I said, “You know what? Let’s just create an epic guide that covers all of the great apps that we could find.” We got them all reviewed. It was over 80 in total apps, tips and tricks, and we really went to town making this a fantastic resource.

As you can see, we played around with the website and now this is if, you can click on any of these and it takes you down to the specific part of the guide and it’s just list sort of things. It’s got information, links out to all these different apps and tools and resources. It’s just fantastic. We put this out there. We had a couple of hundred shares on it, just over 160-odd, and we got comments. People love this. And rightfully so because it was just one really useful, really informative guide that was broken down by category. Yeah, it just worked and it’s just a really, really good example.

Moving on, we’ve got London Pest Control. Now again, we are, Sorry, this is actually North London Pest Control. These guys are another client. You’ll probably recognise the branding because it’s the same client who actually has a pest control business as the drainage business and we created a round-up of all the best reputable pest control companies in the UK, because we knew that a lot of people are going online going, “Is this company reputable, you know, duh, duh, duh.” We said let’s just create a guide. Then we reached out to loads of pest controllers that we knew, or that the client knew, and got them all that. It’s all their information, it’s very actionable, websites, phone numbers, names, everything. Absolutely fantastic, really valuable. I’ve had loads of feedback from people coming and said, that’s really useful, it’s nice that as a fellow pest controller you’re vouching for this company. Absolutely fantastic.

Another resource now, and these are all my clients. Everything I’m covering, these are all my agency clients. This is all examples of authority content. As you’re seeing is so many different forms. So many different ways to go about it. There is no one stop shop in terms of how you have to execute this. As you can see, it works across any and all industries.

Hair Loss Talk is a hair loss website based over in America. Another client. These guys create kind of, again, a definitive guide on men’s hair loss. All the contents broken down here, great imagery, all broken down, loads of links off to other useful, highly informative content on the client’s website. Then it walks you through the journey, for the want of a better word, of hair loss, finding out a solution, choosing a regime, looking at results, what are your chances, all that sort of stuff. Absolutely fantastic.

Loads of case studies. Got doctor’s input. It’s just brilliant. It’s just great. Links out to products, useful things that could be used if you’re suffering from hair loss. Absolutely fantastic. Great feedback. Everyone loves it.

This is another one that you’ve seen before, which is a definitive guide to yoga. So, this was a run-up of different yoga classes. Again, it’s an ultimate guide and covers all the types of different types of yoga out there. It links out to different organisations and different specialist schools, yoga schools that specialise in these types of yoga. This piece of content has actually changed quite a bit over the years. But it’s just great. This, because it’s so authoritative, because it’s such a full roundup of as many yoga types that the client and everyone we’ve got to collaborate had expertise on, it’s by no means every single type, but it’s a fantastic roundup.

Far surpassed anything out there. These three best yoga tips, in my opinion, or five yoga styles you should try. This has dozens. It’s absolute fantastic. Now if you put in yoga styles, yoga styles guide, anything like that, this is the first you’ll get. It ranks. It ranks very well, brings in thousands of visitors every single month.

Another example, this is a parenting education website. Again, the client and I got together and said, right, you know what, we’ve got to produce really in-depth detailed guides that really help educate parents, both new and existing, so we created guides on all manner of different things within parenting. This one particular example, I’ve got a couple of examples to show, is on baby bottles. It’s just a great guide. This has everything.

You’ve got people on anatomy. You’ve got the different types of baby bottles. You’ve just got absolutely everything you could want to know. Who knew there was so much to write about a baby bottle, but apparently there is. There’s a buying guide. What to look out for. There’s just endless amount of fantastic thing. Loads of images to really educate you. If you’re a new parent and you’re keen to, you want to make sure you get the right baby bottle, this is the sort of guide. If you put in anything to do with baby bottles, you’re going to find this and it’s a great resource. Establishes this website, this parenting website, as the authority.

Likewise, we run it across all different topics and this is a great … this website is just a great example of Authority Content Marketing. Best jogging strollers, the expert buyer’s guide. Again, we did a similar thing for jogging strollers. Again, it just worked to treat. It was, it was a case of covering every angle. Everything that someone could want to know. Uh, loads of real high quality, fantastic imagery. Yes, it takes time to research post to give or take the imagery and really piece and work out the structure of this piece. But boy is it worth it because this far surpasses the, you know, the, the sort of standard blog posts and what all the competition were doing. And now this, both all the or both of those guides and many more besides a single guide ranks for well over a hundred plus times. So just they just absolutely dominate Google and search because Google just loves it.

You know, this is what a lot of these posts are quite long, quite detailed. Often it’s not always the case. There’s no, there’s no set rule of thumb here, but often Google loves in depth content that provides lots of value. London drainage. Um, again, we’ve, we’ve used this website a couple of times for, for definitive guide to clogs, in the how to prevent clogs in the drain. So this was again a couple of thousand words really detailed, highly actionable. And it’s, yeah, it’s sending people, giving people information, but ultimately it’s, you know, the benefit of this is you’re highlighting when to call it professional, so it’s your edge came people, but then ultimately you get down to the end of the page and it’s like if you still got a problem, if you need some further help, give the client a call. So ultimately it’s a very, very, very soft way of selling.

Google loves it. It’s valuable for users. It’s just a massive win-win and stuff like these type of guides. Here’s another one. So at this one on soil stack, which is, it would just put it as a handy guy. You don’t have to call things definitive guides. Ultimately there’s just a couple of favourites of mine. Another thing that works really, really well is beginner’s guides. So depending on your industry, you may go down the route of doing a beginner’s guides or tutorials. Now the tutorials can be written, they can be audio, they could be video, they could be webcams. It really doesn’t matter. Tutorials, beginner’s guides, all of those things are just as good as your ultimate guides. Your how to is your round-ups, your best ofs. There’s so many different ways to kind of rubber stamp it and say, “This is how I’m going to put it out there.”

As long as the content within is great, you, you know, you’re onto a winner. So this is another example where again, this one, we actually decided to work up the user experience even more by including some banners. So we have some banners put together, they just add to, they just create a better resource when you think most other things are just, you know, short 300 word posts that rank for soil stack a cleaning and stuff like that. We just thought, you know what? Let’s just take it up again. Let’s just, let’s just upped the game and that’s what we did. And then we, we did a little bit of promotion for it and literally within a few weeks the client was just dominating for anything to do with soil stack cleaning, which is a big earner for the client. And you can see his page is now ranked at the very top of Google.

All his images are in there because again, we established through all the research that there was just nothing of any quality ranking for soil stack cleaning. So follow the process that I’ve just gone through a little earlier and hey presto, you know, it’s now he’s now top, his business is flying. Everyone’s a winner. So I want to show you just another couple of examples that aren’t my clients. Now. Everything I’ve covered up to now has been my clients, but couple of other examples, which are just great and other ways to do it. So this is a, this is actually a definitive guide or beginners guide to WordPress. So if you’re, if you’ve got a website and it’s built in WordPress and you want to learn how to improve it or create a website in the first instance, this is a sort of guide that if you put in anything to do with learning WordPress or guide to WordPress, this is ranked really, really well.

It’s on a hugely authoritative site. Like I said, I have no link to this site at all. I know of it because it’s in my industry, but this is example of, this page is fairly short, but what they’ve done is they’ve created a whole bunch of other guides, which each one of these links off to an additional page where then they go into some serious detail about that given step, which is just fantastic. So that’s another way of doing it. You don’t have to have all the content on a single resource. You can spread it out over several and this works really well. If you’ve got a topic which is just too involved to get across and you think, my God, if I tried to do that, it would be 10,000 or 20,000 words. If that’s the case, then it’s probably going to be a bit overkill.

So you break it up into sections and produce it something like this, and that’s also works really well if you want to have a piece of authority content marketing which you want to spread over a few months. If you really want to get into the nuts and bolts of a given topic and you think it’s just too much for one post, then do almost like a series and do it in several pieces. And then as you add each one, you can just add them into this and then you can do updates with our latest, you know, part three, part four, part five has been released. So just another way of approaching it as something of a little bit different. This is another guy, this is now, this is Moz.com. Now, you may have heard of Moz, they actually create a resource for when you’re learning your SEO.

Now obviously a lot of this, especially the beginners guide stuff, you’re gonna know all of this. By the time you get to the end of SEO success, you’re going to be way above this. If you read this, you’d say, Hey, I know I know my way around. I don’t need this. But for those that don’t have SEO success, uh, this would be a fantastic guide for anyone new wanting to take it slow and learn SEO. This is a great guide. Again, it’s broken into chapters. So it’s another sort of similar example of how you can break the content down into chapters or, uh, issues or phases, whatever it might be. And lastly, I just want to show this, which is another completely unrelated example, but it’s a great, great example and it shows beginner’s guide to the paleo diet. Now, I don’t really know much about the paleo diet, but this is a fantastic resource.

It ranked unbelievably well. And when this, this guy, again, I like to say, I don’t know this guy personally, I just know of him. Um, but when they launched this website, this was one of the first guide that they put up. And this one guide alone absolutely propelled the visibility and the authority of this site because at the time, a few years ago now, no one had really written about the paleo diet. So this guy put a great piece of content out there, loads of really useful information and it’s, you know, he kind of had a little bit fun with it as well doing these kind of graphics and stuff and it just went nuts and he got loads of loads of traffic, loads of links, loads of visibility, and then he grew, his online visibility is online business from there.

So there’s just a handful of a fantastic example. Both my own that I’ve been working on so you can see that one I’m talking about and what I’m advising you do. I’ve been doing it for years with huge success. And then a few other examples as well just to show you the different ways that you can approach your authority content marketing.

I hope that’s given you a few ideas and some inspiration as now we’re going to move into the optimization of your authority content. Now, as you recall back in module one, we learned all about on page SEO, so this should be nice and easy for you, but don’t worry, I’m going to walk you through all the key on page elements that you’ll need in just a moment. Essentially, we need to ensure that your authority content is optimised around the target terms, where you stand the best chance of ranking and performing well. We also need to make sure that this content is easily found by both users and Google, so we’ll be adding internal links both to and from this piece of content.

And lastly, we need to get it index super fast. So we’ll be submitting the URL to both Google and bing. Oh and remember your Google My Business page that we set up in module two where we’re going to use your Google Plus page also to get your content indexed and ranking super fast. Right. Let’s do this. I’m going to hop onto my computer right now and walk you through this entire process.

Okay. And we’re back. As you can see, I still have all my authority content marketing examples up, so I’ll just use a couple of them. So the first thing we need to do is check the on page optimization is done and done correctly. So what do we mean by on page optimization? Well if you can recall module one it should all make sense. We want to make sure that the page title, which if it depends on when the browser you use and if you hover over, if I hover over the tab, I can see what pops up there. That’s the page title. So this is on ski lift passes, the 2017 ultimate ultimate guide and then the brand name. So just making sure that’s nice and optimised. It just needs to say what it is on the tin. It just needs, it doesn’t need to be keyword staffed.

As we said, we don’t do that. It just needs to quite simply say what it is and crucially frontload the keywords. In other words, make sure that the primary keywords, so this is this, the first few key words of the page title is very descriptive . Which of the two locations it covers, lift passes, that’s the key bit. And then the secondary bit is the 2017 ultimate guide. You wouldn’t do it the other way around. So you wouldn’t put the 2017 ultimate guide ski lift pass. You just wouldn’t do that because the priority is what Google reads first. That’s the start of the term. So the most important terms, always make sure are front loaded. So you should make sure you’ve got the title, the paste hot links. Then your H one, your heading, so this is going to be a H one tag.

So just make sure that you have an H one. Again, your H one can be the same as your page title or you can create a slight variant of it. It doesn’t really matter. It’s about focusing on those primary keyword terms that you would have written down in your Excel file in your worksheet. Just make sure it’s optimised around those terms. You may want to do a slight variant. It depends how tightly focused on one or more key words that you are. And then as you come through you’re going to make sure that your subheadings are optimised around your secondary terms or synonyms of the primary terms or if you’ve got a lot of primary terms, are other variants obvious. Make sure you’ve got one or more subheadings and then you would just work through it. And if you’re depending on the size of your guide and how you set this up, you may have need for H threes and H fours. You can have up to H six and all the H tags one through six are just done in hierarchy.

Every page, as I’ve said before, should have one H one and then you can have one or more of all the other H tags. So the H two through to H six you can have one or more of them. So make sure you’ve got all of them as well. Then obviously within the content, if you’re writing it well and you know your topic and you’re writing it with the keyword strings in mind, way from where you’ve done your research, you’re naturally going to have those terms and variants of those terms within your content. So that’s a big tick almost by default. You then need to make sure that your guide has a meta description and you can access this within the backend of your website. When you add in the, when you’re creating the post and you’re publishing it, depending on your CMS, there’ll be an option to add a meta description.

So once it’s live, you can right click view page source and then simply put in meta description. Where are we? Meta description.And then if you put it in the word description that you can find it. So this is

2017, the ultimate guide to ski lifts. Yeah. So it’s just nice and descriptive. And again, it’s the, the Meta description is those all important two lines that you see in the search results. When someone puts in a search for lift passes or whatever. It’s those two lines that are going to be seen. And it’s basically, it’s an introduction to what that page is about. Now, this Alexa, this has only been published very recently, so it’s unlikely that this will be ranking yet. So I’m not even going to bother trying because I know it’s not going to be there.

But yeah, so make sure that you’ve got your meta description in your page title, your heading tags, your sub heading tags, and then crucially links in and out. So internal links are links going from your new resource through to other pages on your site. So you can see here what we’ve done is where it mentions ski lifts there were linking to the actual resort pages. You can see down the bottom left hand side of the screen. Down here you can see it says it’s linking to the ski resort. So that’s a nice descriptive anchor text, which is what this is. And that goes through and it’s clicking to the resort page. So it’s helping users around the site and then vice versa that you can reverse that. And so on the ski resorts pages, you could link back to this guide on the home page, the about page anywhere else where it’s relevant, you can leave it.

So even within the chalet pages you could link to this guide if those chalets are, which they’re going to be if they’re located in this here, and just say, “Here’s our for information on lift passes, check out this guide,” and you could link to it making sure the anchor text, which is the clickable text is optimised. So again, you would use some of the primary and secondary terms to make sure that the clickable text in order for someone to come through and find this page. And lastly, it’s making sure the URL is nice and short and optimise. So I’ve just simply called this lift passes. I’ll show another one.

Where’s, I’ll show this one. So just another example. Same sort of thing. If I hover over the tab here, you can see soil start cleaning handy guide, front loaded, with the keywords we’re trying to optimise this content around and built this content to rank for, this piece of content marketing. And again, you’ve got the title is much the same as the page title, which is fine. And then you can see we’ve created images with the text in it, but then also to help with rankings because Google is not, it can understand images but it’s not as good as reading, just plain, straight forward text. So these, we’ve got H twos so that’s your H one, that’s your H two, and again, it’s about making your H twos nice and descriptive. So we know that people put in, what is this? We noticed that people search that, that it was one of our secondary terms.

So we initially included it as a h two and then another one was how to clean the soil stacks. So we put slight tweak on it, clean source that, how to tell it. It’s kind of a mini how to guide. And that’s another h two, how messy is it, these are all the questions that these came out of the research. These are all things we said. “Do you know what these are gonna be secondary terms that we got.” So again, they now if anyone searched for anything around those terms or any synonym, any variant, bang. That guide is there. So those are the things to make sure you match the description, your URLs, your page titles, your headings, your subheadings, and then the content itself, which will naturally filter in various terms. And then your internal links to the piece of content and from the piece of content to other pages on your website where relevant.

And that just about covers everything from an onpage perspective. Oh, there’s one more thing actually, which is external links. So linking out to other resources within or outside of your website. So if there are other resources to where I say you should have them, quite often I have a resource section you would link out to other related resources, quality, authoritative, trusted websites, maybe governing bodies, maybe other reputable suppliers or partners, whatever it might be linking out. It just helps the user better navigate, find exactly what they’re looking for. It’s a, you know, it’s a great thing to avoid people leaving your website when you do that because that is often a concern is I don’t want to send people away. Just make sure any links that you sent, opening a new tab. So if someone clicks the link, they will then go and open into, so this one, for example, this links out to, you can see in the bottom left hand corner, it’s to dummies.com you click that opens up in a new tab.

So I’ve still got my page here. It just goes out to this and it’s another, another further resource for reading on this subject. So I hope I make sense of that. So you’re on page factors if that is a fairly quick job and you can kind of do it as you’re creating, as you’re getting ready to publish the content. So once we’ve done that, you would also, and you’ve probably would have already done this through the process, but you would cross reference, um, the terms that you’re going to going to put as the h one and h two and the page title. You could always just do it once again, jump onto Google and do that same search where you searched the string control f, make sure that is anyone has, it has the results change because from where your initial idea to when you’re publishing it, things might have changed and that could slightly change.

It’s happened to me in the past where some new resources and that is ranking where it wasn’t before. And I think, Oh, do you know what? I’m just going to slightly change mine to pluralize it or I’m going to slightly change the order, the words within the keyword string, whatever it might be. Just a little thing so that it’s a quick five minute check that you can quickly jump on to Google and do and then once you’ve done that we need to get Google to index this content as quickly as possible. And there are two ways we can do this. Do this, sorry.

Firstly we can go to plus.google.com and this is using your newly created Google plus page from it where we set up your Google my business account in module two. This is where we can just leverage this. Go to plus.google.com make sure you’re signed in or signed in if it prompts you to, and then what I would do is you would just click into what’s new and you could just then write an update, which is you know we’ve just, we’ve just released this new piece or a new content on whatever it’s on and you can just write a little update, a little kind of social update on it and then include the link to your piece of content.

And hey presto, that is one way of getting your content index super fast because if you just publish it and leave it, you’re relying on Google to next crawl your website, see that content and then index that. If you publish it into plus dot. Google dot colon. It’s index quite literally within minutes. Um, and it sounds so he can then start to move its way up the rankings and get to those top spots. So make sure you do that. Another quick little tip, which I’ve discovered very recently and it’s helping with publishing on Google plus because this platform isn’t used anything like say a Facebook or a Twitter and Instagram, one thing that he’s working and he’s helping with your visibility within Google plus is include other links too within Google plus. So prior to publishing this, do a search up here for something related to your topic or your, whatever your contents about.

So that when you include link to include one link to your post, which is effectively sending people away from Google plus to your content. And then we could a second link to another resource within Google plus. Basically Google just likes that because it’s saying, hey, you’re not just trying to send people away from our platform, you’re actually trying to send people to another page within it. Kind of a little thumbs up. Google likes that. So we’d like to keep Google happy. So do that. I’ve been testing that and it’s been, it’s been helping with getting content ranking really well. Once you’ve done that, and this is all these other things, these are the things that I do. As soon as I published a piece of content, I jump on, I do that from the client’s account. I log into their Google plus account and I just, I publish it straight away.

And in addition to that, I hop on to Google. And lastly I just type in submit to Google and the first result you will get will be this one here. Click on that and open it and you’ll get this little box here. You print, we’ve previously seen this. You would paste in the link. So for example, this one you would copy the entire link, you’d pop it into there, you’d hear unknown robot submit request. And a that would then again, if force is Google, this is actually your at your notes, you’re in your webmaster tools account here, which again we set up previously. So this is where you are. Just leverage leveraging that again and making sure I’m forcing Google’s hand to uh, to crawl your content and get it indexed. And then once you’ve done it for Google, you would do it the same for Bing.

Oh, poor little Bing, no one uses Bing, everyone says what’s the point? But actually, uh, there is some real value in doing it. So it’s something that it takes a couple of minutes, always worth doing. So submit to being and uh, do the same thing. Copy the at the URL string they’re putting in that code. If you can decipher it, which I wouldn’t have a clue with that one, I’d have to refresh it and uh, and then hit submit and Bob is your uncle, your done. So that’s it. That is how you optimise the content and get it then indexed super, super fast. All made sense. I hope at this point I want to mention content frequency.

As you may be wondering how often you need to be publishing content like this. The answer is whatever is realistic for you. As I’ve mentioned before, quality content is the key, so if you can only manage to write one authority piece of content every few weeks or once a month, that is absolutely fine, don’t overcommit. The key always is to remember quality over quantity. What you might consider doing and what I often recommend is combining authority, content creation with local content creation, which is often easier and quicker to produce. This will ensure that you have something worthwhile to say two or three times a month and in most cases you really don’t need to be updating your blog or your website more than that so long as what you are putting on the site is fantastic. Okay, so the next phase is the amplification, which is basically the promotion.

This is really very important to perform well within Google and out muscle. The competition. Recall how I previously said about the publish and pray approach. Well without content, amplification or promotion, this is effectively what we will be doing just publishing and then hoping that rankings and traffic and visibility or increase. Now that said, throughout module three we have researched and created some fantastic authority content that we know deserves to rank. We know that it surpasses what is already available online so we could publish it and we’ll optimise it and then publish it and be fairly confident that it would perform okay in the search results. We may get to Google second page or the lower half of Google’s first page. However, this is SEO success, so we’re always going to push harder, do more, and aspire to be at the very top.

Therefore, I have created an entire module two content amplification and promotion. It’s that important. Module four is jam packed with my best promotion, link building and brand amplification tactics, and it’s all yours to ensure you reach those dizzy heights of the top spots in Google. But before we get there, we have one more lesson in module three where I’m going to share with you an entirely different approach to content creation. I’ll see you there.

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