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Salford Search & Social Media - Content is King presentation (November 2011)
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Salford Search & Social Media - Content is King presentation (November 2011)



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  • 1. IN THE LAND OF SEO, IS CONTENT ALWAYS KING? Christina McDermott - @misscay
  • 2. About Me
    • Web Editor and Social Media Manager at the Liverpool Institute for Performing Arts (LIPA)
    • Freelance journalist, copywriter and blogger
    • Food writer (you can find my food blog by going to )
    • Compulsive Twitter and Social Media addict
    • Lover of owls, baking, good music and wine
  • 3. Why did I decide to focus on the phrase 'Content is King?'
    • It's possibly one of the most overused phrases in SEO.
    • LIPA is currently in the process of creating a website for the USA market. We need to make sure that the content is targeting the appropriate people.
    • I make a living out of creating, collating & editing web content (so I want to make sure that I'm getting it right!)
  • 4. Why is content so important?
    • 200+ Signals are considered when Google ranks search results. A few of the signals most heavily weighted:
    • Quality, Quantity, Originality & Freshness of Content
    • Contents Relevancy to Users Search Query
    • Authority – Is it niche? Is it trusted? Do people keep returning to it?
    • Social media is becoming more of a factor in search rankings – especially with the Panda algorithm! The better the content - the more likely it is to be shared.
  • 5. If Content is King, then Linking is Queen!
    • Reciprocal links
    • Use good anchor text
    • Comment on others websites
    • Alt tags are your friend
    • Good anchor text
    • Inbound/Outbound links (with “rel=“nofollow” for outbound links)
    • Make it shareable!
  • 6. The importance of being social
    • Content is the fuel of the social web!
    • 27 million pieces of online content are shared daily
    • More than one in five social media messages include links to content.
    • Shared content frequently mentions brands by name.
    • Most ‘linkbait’ is shared via social networks such as Twitter/Facebook (e.g. newspaper articles/amusing videos/interesting pictures) – see impact of Twitter during UK riots
  • 7. Case Study: Old Spice
    • One of the most viewed viral campaigns of all time
    • Used viewers & ‘high profile’ tweeters to spread the word
    • Sustained popularity of brand & campaign by creating a series of ‘the new Old Spice guy’ videos in 2011
  • 8. What have I learnt from my #SSMM experience?
    • Everything is connected – content/links/social/onsite optimisation/offsite optimisation. Can’t just focus on one thing at the expense of everything else.
    • That the importance of social cannot be underestimated
    • How to engage people viewing our website – and encourage them to keep coming back
    • How to plan effectively, measure my results and see what’s working (and what isn’t)
    • How to talk to our web management company without sounding like an idiot!
  • 9. How can I apply this to LIPA?
    • Tailor our content for the right audience – for the USA website, we need to ensure it contains ‘American’ long tail & short tail keywords, phrases and meta data.
    • Create good links (this is particularly important for our new USA website) & encourage people viewing our websites to share our content.
    • Set realistic targets for the ROI we’d like to get from both of our websites (our current website & our new USA website)
    • We’re an authority, we’re niche and we produce really good content – but we need a joined up social media policy for the institution
  • 10. Thank you for listening!
    • Any Questions?