Cision Webinar Slides - Content Marketing and Updates to SEO
 

Cision Webinar Slides - Content Marketing and Updates to SEO

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  • Laurie
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  • acquiring clicks through the content marketing amplification can affect your natural search engine ranking (SEO) because popularity of the article/content factors into Google’s ranking algorithmEasily create custom landing pages for all your contentSocial sharing tools to easily share contentComprehensive analytics - track pageviews, unique visitors, downloads and referral traffic for your contentSimultaneously publish the content to your websiteAcquire clicks through the content marketing amplification can affect your natural search engine ranking (SEO) because popularity of the article/content factors into Google’s ranking algorithm

Cision Webinar Slides - Content Marketing and Updates to SEO Cision Webinar Slides - Content Marketing and Updates to SEO Presentation Transcript

  • Content Marketing and an update on Search Engine Optimization Chad Pollitt (@ChadPollitt) Director of Marketing, DigitalRelevance Laurie Mahoney (@channermahoney) Director, Product Marketing
  • How to Participate Today Follow us #cision   If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today’s session  2 2 During today’s web seminar, attendees will be in listen-only mode. Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  • Your presenters Chad Pollitt is a decorated veteran of Operation Iraqi Freedom and former Army Commander; member of a Forbes Top 100 List and the Director of Marketing at digitalrelevanceTM. He co-authored "The Enterprise Blog Post Optimization Guide" in 2013. His other writings and articles have been published in dozens of newspapers, magazines and websites throughout the world. Laurie Mahoney is the Director of Product Marketing at Cision. She helped launch several of Cision’s Connect products including web & wire distribution, social newsroom, Seek or Shout, and the all-new Content Marketing Suite. She is also a regular contributor to Cision Blog and frequently hosts webinars that focus on Content Marketing, Social Media and SEO. 3 3
  • Agenda  SEO yesterday, today and tomorrow • What’s happening now and how you can prepare for the next round of changes  Google’s Not Provided • What you need to know  Google’s updates – from Panda to Hummingbird • How they have changed the game for SEO and content marketing  How to monitor and report online performance 4 4
  • SEO Section Divider
  • SEO…Yesterday 6 6
  • SEO…Today 7 7
  • 1» CONTENT 2» DISTRIBUTION 3» ENGAGEMENT 8 8
  • SEO…Tomorrow 9 9
  • Not Provided Section Divider
  • SSL – Secured Search 11 11
  • AuthorRank & Section Divider Authorship
  • “We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.” -Othar Hansson (Software Engineer, Google) 13 13
  • This means  AuthorRank is a desired ranking factor  Google is taking content quality and writer authority into account  Content without established authorship may be at a disadvantage 14 14
  • Authorship  Google Authorship ties authors to their content  Established Google Authorship is a requisite to building AuthorRank 15 15
  • Benefits • Increased visibility in SERPs • Higher CTR? • Socializes content • AuthorRank (someday) 16 16
  • Author Stats 17 17
  • Latest on Authorship  Matt Cutts announced at Pubcon October 23rd a forthcoming 1015% reduction in SERP authorship.  Google says that a reduction in authorship improves its search quality.  In December of 2013 the number of markups displayed in the SERPs started to decline. 18 18
  • 3 ways this might affect you 1. Full Author Profile – Photo, byline and number of Google+ followers 2. Partial Author Profile – No photo, includes byline and number of Google+ followers 3. No markup at all 19 19
  • Google Updates Section Divider
  • Panda  Google Panda Update  Change to Google’s ranking algorithm focuses on user experience 21 21
  • Penguin  Google Penguin Update  Change to Google’s ranking algorithm focused on links 22 22
  • Hummingbird  Advanced “Knowledge Graph”  Very helpful with quick, informative SERPs  Semantic search rather than keyword search 23 23
  • Monitoring & Section Divider Reporting Tools
  • Google Analytics 25 25
  • Open Site Explorer 26 26 26
  • Cision’s Content Marketing Suite  Have an affect on your natural search engine ranking (SEO)  Create custom landing pages for all your content  Easily share content  Track page views, unique visitors, downloads and referral traffic  Simultaneously publish the content to your website  Acquire clicks through amplification affects your natural SEO 27 27
  • Questions? Chad Pollitt @ChadPollitt Laurie Mahoney @ChannerMahoney