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      "permlink": "steemitboard-notify-laur3nt-20191204t203006000z",
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      "body": "Congratulations @laur3nt! You received a personal award!\n\n<table><tr><td>https://steemitimages.com/70x70/http://steemitboard.com/@laur3nt/birthday2.png</td><td>Happy Birthday! - You are on the Steem blockchain for 2 years!</td></tr></table>\n\n<sub>_You can view [your badges on your Steem Board](https://steemitboard.com/@laur3nt) and compare to others on the [Steem Ranking](https://steemitboard.com/ranking/index.php?name=laur3nt)_</sub>\n\n\n###### [Vote for @Steemitboard as a witness](https://v2.steemconnect.com/sign/account-witness-vote?witness=steemitboard&approve=1) to get one more award and increased upvotes!",
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      "title": "Clickbait is NOT evil",
      "body": "Well written headlines are getting more heat because of clickbait.\nDon’t confuse being smart about a title with a trap to click for one more view count.\nSometimes, people will make some remarks when my title could look like clickbait.\nIt’s Ok, I understand, but I really don’t care.\nWrite great titles and get some trafic or don’t and get nothing.\nIt’s really binary. People click or don’t click. There is no middle ground.\nFor sure, many abuse the naiveté of users on the web, getting them to click on headlines for views count.\nThe monetization of content on the Web is crap. Getting paid with clicks on ads or worse by view counts is a rat race. Journalists, bloggers, and anyone making money with this crazy business model probably don’t have a choice. I feel bad for them, but they waste our time. We would punch someone in the mouth when we get caught, clicking on a title to find bullshit content behind.\nWhen the content behind the title is disgusting, we are filled with a feeling of betrayal. We hate being taken for fools; moreover, we can’t stand wasting our time — even a few seconds.\nThe real problem is not the title in itself, it’s the content behind the title.\nWriting attractive, incentive headlines is a smart move. Just don’t be stupid about what you serve behind a great title.\nOf course, it’s hard to produce great content. Especially, if you get peanuts in return, there isn’t much motivation to impress.\nAs a user, I understand the rat race of content producer, but it’s bad business to overpromise and underdeliver.\nIf the content is up to your expectations, are you still pissed off about the punchy title ?\nIt’s a huge hassle to stand out in the crowd. People decide in a matter of seconds on which link they will click.\nI don’t understand how you would take any chance on missing out.\nA great headline makes the difference between getting a lot or no traffic.\nAfterwards, it’s the job for content to be amazing.\nThen, everybody is happy.\nIf you feel to shy about playing the game of copywriting, stop right now.\nIt’s a bad move, not doing everything in your power to get attention.\nEspecially if you are able to produce some great content, it’s a shame to miss out on the opportunities to share your stuff.\n Go on Google, Youtube and Amazon. Learn the basics of copywriting, and start crafting great headlines that convert. Keep in check with SEO, and you are golden.\nThere are no rules, no limite, no mercy.\nThe only mesure is how one can look at him/herself in the mirror.\nSome people go places where I will never go. For example, I will never write a title like : « How to increase your SEO traffic by 287% in less than 30 days ».\nActually, I could, but it would read « How to increase your SEO traffic by 287% in less than 30 days [CASE STUDY] ».\nBy adding the mention « case study », I don’t feel my title gives the impression you can get the same result by doing the same thing than the example in the post.\nIn a title, everything needs to be perfect. One single wrong word will make a difference between clicks or no clicks.\nThis article is not meant to teach how to write great headlines. I have too much respect for copywriting, to pretend explaining the ins and out in this post.\nMy intent is about getting you interested in the importance of title (let’s add intro and description for good mesure).\nBeing able to make people click on your title is the ultimate power. You can sell what you want if you know how to write sentences, which make people take action.\nActually, people become presidents with great copywriting !\nEverybody, myself included, make another big mistake.\nWe never go back to improve our title and meta description.\nWe hit « publish » and that’s it ! Next, we move onto the next piece of content.\nThere is a real treasure lying in our existing title tags. Going back to a piece of content, after it started to rank on Google, gives a great feedback. When you analyze your title and snippet in Google’s SERP, there is always room for improvement. It’s striking how we understand how bad is the situation when we analyze how our title and snippet don’t stand out. If you are not number one on Google’s SERP, you must improve. Our title and snippet need to be better, different, original.\nPut everything you have into your content, but put even more in your title.![clickbait.jpg](https://steemitimages.com/DQmZHr2yd8o1gTNFXEaXxkBYeNJofbemYbWgs8EUFW4p2mj/clickbait.jpg)",
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      "body": "Back to basics you know... Creating a website is like any other project and we need to improve the quality of the experience for our users.\n\nI think, in the future, we'll need to switch to another world without Google only, where new big companies are now.\n\nGood post!",
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      "author": "laur3nt",
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      "title": "Redefining the 3 pillars of SEO",
      "body": "![seo.jpg](https://steemitimages.com/DQmQvdc87pW7skqtH4BVQYFPMcXpFFTFMmiKKxu6d7KMb5c/seo.jpg)\nSince I started doing SEO in 2003, we use the same approach.\n\nWhen a SEO wants to improve a web site, he/she looks at the following 3 traditional pillars: technical, content, and popularity\n\n<h3>Technical</h3>\n\nThe technical pillar deals with all aspects of how the website complies with accessibility requirements for search engines.\n\nTechnical SEO is even an expertise in itself. Some professionals are specialized in technical SEO because it's complex and evolving constantly.\n\nThe traditional SEO audit is the place where the technical pillar is most visible. A web site can host a multitude of elements, in need to be optimized.\n\nIn the end, very few web sites can put everything in order to comply with the technical audit.\n\nTechnical limitations and marketing goals can be a definitive roadblock for SEO to be correctly implanted.\n\nIt’s not unusual to have less than 10 or 20% of SEO recommendations carried out. Usually, the bigger the site, the most difficult it is to push SEO recommendations all the way through.\n\n<h3>Content</h3>\n\nThe content pillar takes care of how content is optimized for SEO.\n\nFrom a quality standpoint, a search engine is not very difficult to please. The level of quality from a human perspective is much more complex, but Google put out some guidelines around what is quality.\n\nA SEO carries out the mission to optimize the content for search engines. A bunch of tags and advices on keywords are the basics. However, the border is hard to define between the end of the job of basic SEO about content and where the content marketer and copywriter kick in.\n\nThe Panda Google penalty put some order in content. The level has risen, but it’s still not great. Most of the content is just a notch above what was around before. For the most part, content meant for SEO purposes only can’t pretend to attract much natural traction.\n\n<h3>Popularity</h3>\n\nPopularity is all about links. Here, the situation is a bit awkward. Google says SEO should not acquire links artificially. Put out great content out there and links will come.\n\nThe truth is not so simple. Links are the most powerful weapon in the SEO arsenal.\n\nSEO got very good at getting links in the most unnatural manners, while staying under Google’s radar.\n\nThe Penguin Google penalty tried to put some order into this mess, but it didn’t go so well. Negative SEO has never been more possible than during the Penguin reign of terror. I believe more good was achieved by scaring the SEO community, rather than fighting spammy links with algorithmic evolution.\n\nBesides keywords in anchor text, nothing really changed in the art of getting links. Maybe, the strategies are less aggressive today, but pages in top results on Google’s search results page don't usually get all their links in the most organic manner.\n\nWhen a SEO analyzes a web site, he/she looks at these 3 fundamental aspects, in order to formulate recommendations for the situation to improve.\n\nIt works more or less, depending on the situation and the skills of the SEO.\n\nToday, we need to take a different approach.\n\nThe modern SEO approach to the 3 fundamental pillars\n\n</h2>What does Google really want?</h2>\n\nOf course, it values a well-built web site, great content, and lots of good links. That’s the old school way to look at it. I’m not saying we should not do it anymore, but it’s just the basics. Today, we need to dig deeper and look at it differently.\n\nGoogle is looking at 3 very specific factors, in order to evaluate if a web page has value: expertise, authority, and trust.\n\nBy looking at the analysis from the following perspective, the dimension changes completely.\n\n<h3>Expertise</h3>\n\nDo you know what you are talking about, and can you express it very well to your audience?\n\nBasic SEO optimization should not be the end of our job. Title tags and meta description should be perfect, Hn need some attention, the length of content matters, presence of keywords, etc.\n\nAutomatic SEO audit tools can do that today.\n\nWhere the value of an SEO Consultant comes in should go beyond those basics. We need to push clients to be real authorities within their industries. They need to express out loud how good they are at whatever it is they are doing. Moreover, they need to tell their expertise in the best way possible for people to understand and connect with the content.\n\nIt’s not easy at all, but it’s the most important challenge today, regarding content.\n\n<h3>Authority</h3>\n\nIs your content good enough for influencers within your industry to mention you? Is your competition talking about you on the Web? When people you are competing against have no choice, but to mention you, it starts to get really funky!\n\nIf not, go back to create more compelling content. It’s just a routine to be sure that the content is SEO compliant, while being amazing for humans is another level. Furthermore, recommendations will extend to content promotion and analytics of results.\n\nBuying links and spamming the web can only go so far. When real authority is detected, funny things happen. The web site starts to make jumps to the top 3 of the search engine results page. It’s still possible to achieve great results by buying links & Co., but the authority web site will win at the end, always!\n\n<h3>Trust</h3>\n\nIs your web site safe for users? Are you taking good care of them, protecting their private data and making sure the experience will be pleasant and safe?\n\nBeyond the basics, to make sure a web site can be indexed, it’s time to go deeper into the complex challenge of trust. Going for https is only the tip of the iceberg. A shady web site can switch to https, but it will remain dangerous for the user.\n\nA SEO should make sure everything is in order for the user experience to be perfect.\n\n</h2>Same goal, different perspective<h2>\n\nThe impact is huge when you redefine the vision with expertise, authority, and trust.\n\nFirst, you will have an edge over your competition, which is still talking about technical, content, and links.\n\nNext, the client will need to seriously challenge the ambition of the web site. It's hard to stand out in the crow today. A web site needs to be seriously awesome.\n\nOf course, it's still possible to spam Google for short terms goals.\n\nHowever, if the ambition is long term, SEO needs to push beyond the traditional boundaries.\n\nI go deeper about this topic on video https://www.youtube.com/c/LaurentBourrelly",
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