1. Relevance
1.1. Matching content with SEARCHER intent
1.1.1. Crafting pages to answer user needs
1.1.2. Give searchers best information
1.2. Giving users what they want to find
1.2.1. Keep on topic
1.2.2. No tangents
1.3. How, What, Why
1.3.1. Answer frequent questions
1.3.2. Explain how the product will benefit the user directly
1.3.3. Make how to videos
1.3.4. Create step by step guides
2. Trust
2.1. Matched locations in directories to actual current location
2.1.1. Update address when moving offices
2.1.2. Remove out of date information
2.2. Matching serps to pages, users get what they expect
2.2.1. Latent Semantic Indexing (LSI)
2.2.1.1. The contents of a webpage are crawled by a search engine and the most common words and phrases are collated and identified as the keywords for the page
2.2.1.2. LSI looks for synonyms related to the title of your page. For example, if the title of your page was “Classic Cars”, the search engine would expect to find words relating to that subject in the content of the page as well, i.e. “collectors”, “automobile”, “Bentley”, “Austin” and “car auctions”.
2.2.1.3. http://www.searchenginejournal.com/what-is-latent-semantic-indexing-seo-defined/21642/
2.2.1.4. Match content to page titles / keywords
2.3. Enagage online, respond to blog comments, social media interaction
2.4. Link to other relevant articles on site, show depth on topic
3. BONUS: Emotions
3.1. Images
3.1.1. Conveys one emotion vs video that conveys many
3.1.2. What emotion do you want the content to show / reflect / have the user feel
3.1.3. Reflect the target demographic
3.2. Compelling Title
3.2.1. Answer a need
3.2.2. Create curiosity
3.2.3. Get the click
3.2.4. Make the user feel involved
3.3. Strike emotional chords
3.3.1. Direct comments to a defined user
3.3.1.1. Mums with kids need time - we can help
3.3.1.2. Uni students need extra ways to save money
3.3.1.3. Business owners need well trained staff
3.3.2. Curiosity Amazement Interest Astonishment Uncertainty
3.3.3. http://i.marketingprofs.com/assets/images/daily-data-point/emotions-fractl-190814.jpg
3.3.4. http://blogs.hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/
4. Quality
4.1. Great Content
4.1.1. Ask questions that are easy to answer
4.1.1.1. Do you like cheese? Yes, then read on
4.1.1.2. Be Provocative - aim to cause reactions
4.1.2. Proofread, typos can easily distract from the message
4.1.3. Pause regularly, give a break between sections to let the point sink in
4.2. High Quality Links
4.2.1. Outreach to industry giants
4.2.1.1. Research where competitors are being mentioned
4.2.1.2. Find out who is appropriate to address - Include personalised message
4.2.1.3. Introduce yourself, clearly state what you want
4.2.1.4. Give suggestions of how / where they can talk about the topic
4.2.1.5. Offer to write an introduction, make it easy
4.3. Quality User Experience
4.3.1. Answers to common questions
4.3.2. Easily digestible information
4.3.3. Speak to your audience's values
5. Uniqueness
5.1. Original Content
5.1.1. Write everything from scratch
5.2. Fully Explain
5.2.1. Give more detail than less
5.2.2. List out all benefits
5.2.3. Cover some drawbacks, and what to do about them
5.3. Regular updates
5.3.1. Blog posts
5.3.2. New products
5.3.3. More features
5.3.4. Industry news
5.4. Topical Targeting
5.4.1. Keep aware of current trends
5.4.2. Check major forums and blogs
5.4.3. Industry giants
6. Authority
6.1. Convey that you are the best in the field
6.1.1. Teach what you love
6.1.2. Be Passionate
6.1.3. Step by step / how to guides
6.2. Blog articles reinforce company knowledge
6.2.1. Keep all the team on the same target
6.2.2. Use internal resources
6.2.3. Explain things you take for granted / industry standards for outsiders
6.3. Online customer relations relevant to message
6.3.1. Respond with answers that you know to be true
6.3.2. Engage at a personal level, "I have answers for you"
6.3.3. Don't just talk about the brand or product, talk about the benefits
6.4. Be Useful
6.4.1. Explain alternative solutions to problems
6.4.2. Present other important views, not just own
6.4.3. Connect to other authorities in the field
6.4.4. Include practical steps