Ssmm content is king presentation (november 2011)


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Ssmm content is king presentation (november 2011)

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