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Animas European Blogger Conference 2013 Presentation

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My presentation for the European Blogger Conference 2013 in Barcelona, on SEO for blogging: evergreen content, keyword research, building visual keyword clouds and implementing your findings.

My presentation for the European Blogger Conference 2013 in Barcelona, on SEO for blogging: evergreen content, keyword research, building visual keyword clouds and implementing your findings.

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  • Search engines read page titles & headers firstPeople do, too. But differently.Then, they read your blogIf you’re not saying it… you won’t rank for itThey look for signs of popularity- social signals- backlinks (i.e. sites that link to this page)Bloggers need ‘evergreen content’ to attract attention from search engines“What I ate for dinner” won’t attract any search results. “Moroccan Recipes for People with Gestational Diabetes” will.Start the conversion from casual reader to regular reader with something they find useful & helpful: get some goodwill
  • Permanent – or recurring – usefulness- e.g. “Christmas dinner for diabetics”Frequently cited or linked to- Google used to be for academic sources, still is… citations helpLong & detailed – helpful content- Why this piece of content & not another? Go further…Unique – takes a topic & has an angle- Why you and not another blogger? Be better…Links out – trusted articles link to trusted websites- Again, Google used to be academic. Still is…
  • Permanent – or recurring – usefulness- e.g. “Christmas dinner for diabetics”Frequently cited or linked to- Google used to be for academic sources, still is… citations helpLong & detailed – helpful content- Why this piece of content & not another? Go further…Unique – takes a topic & has an angle- Why you and not another blogger? Be better…Links out – trusted articles link to trusted websites- Again, Google used to be academic. Still is…
  • Permanent – or recurring – usefulness- e.g. “Christmas dinner for diabetics”Frequently cited or linked to- Google used to be for academic sources, still is… citations helpLong & detailed – helpful content- Why this piece of content & not another? Go further…Unique – takes a topic & has an angle- Why you and not another blogger? Be better…Links out – trusted articles link to trusted websites- Again, Google used to be academic. Still is…
  • Define your readershipBrainstorm the topics you think they’re interested in – and that you could write aboutSketch out your keywords and develop an initial ‘cloud’Research your keywords in AdwordsResearch drop-down keywords in Ubersuggest.orgAdd more keywords to your cloudGo deeper – be Sherlock Holmes. Investigate.
  • Transcript

    • 1. European Blogger Summit Blogging SEO Gareth Cartman Director of Digital Marketing Clever Little Design Barcelona 24-25 September 2013 Clever Little Design Limited Communications House, Maidenhead, SL6 2LS 01628 627853 www.cleverlittledesign.co.uk
    • 2. Most blogs live here…
    • 3. Give people what they want… (be the jelly)
    • 4. What do our readers want? People want shared sentiment, distraction, a dvice… and help. So blog for them, not yourself. Even if they’re strange.
    • 5. Where do our readers come from? SOCIAL Twitter, Facebook, P interest, Linkedin, G +, etc. Distraction Similar sentiment Viewed as RSS feed Emphasis on catchy titles & shareable imagery SEARCH Google, Bing, Yande x, etc. Information, helpful advice, facts & research Emphasis on keywords in strategic positions DIRECT Typing the URL or bookmarked Obviously a fan, coming back for more… Emphasis on regularity & freshness REFERRAL Someone has linked to your blog Visitor: Curiosity Linker: you are a reference Emphasis on linkability – having quality content
    • 6. It’s never just one channel… SOCIAL SEARCH DIRECT REFERRAL SEARCH SOCIAL DIRECT DIRECT DIRECT SOCIAL SOCIAL
    • 7. Different types of content SOCIAL SEARCH DIRECT REFERRAL Sentiment Opinion Shareability Conclusions Distraction Information Advice Action Facts Depth Freshness Fun Distraction Community Personal Reference Advice & Opinion Helpful Community Resource
    • 8. The path to a regular, engaged readership SEARCH SOCIAL NETWORKFOLLOW-UP ENGAGE DIRECT REFERRAL
    • 9. What do search engines want? They want to understand: • … what you’re writing about (CONTEXT) • … how good your writing is (AUTHORITY) • … how popular your writing is (AUTHORITY & TRUST) They want to present: • … the most useful websites • … the most informative websites • … the best user experiences SEARCH Google, Bing, Yande x, etc. Information, helpful advice, facts & research Emphasis on keywords in strategic positions
    • 10. What do social users want? They want: • … real people • … distraction, similar sentiment • … a discussion They are more likely to visit & share if… • … they agree (or disagree) strongly with you • … you have a catchy headline & imagery • … you give them the opportunity to share! SOCIAL Twitter, Facebook, P interest, Linkedin, G +, etc. Distraction Similar sentiment Viewed as RSS feed Emphasis on catchy titles & shareable imagery
    • 11. Social article: “What I had for breakfast” Search article: “Breakfast recipe for diabetics”
    • 12. What Search Engines Are Looking For
    • 13. Search term “Coping with Diabetes” Search engines are simple creatures Page title… Web directory structure Assess the competition……
    • 14. Search term “best cocktails for diabetics” No exact match Therefore – big sites win. Great opportunity
    • 15. Search term “low-carb Moroccan recipes for people with gestational diabetes” Wow, that’s long-tail Lower competition Mixed page titles (no exact match) Higher chance of clicking around
    • 16. If you’re not saying it… how will anyone know? And you won’t rank for it Think page title, H1, text, internal links
    • 17. Getting noticed by search engines Page titles H1 tags Keywords in the text Social Signals Sites linking to you Helpful content… … Evergreen content
    • 18. Evergreen Content Evergreen content never dies … if it’s any good
    • 19. Evergreen content
    • 20. Evergreen content
    • 21. Evergreen content – what is it? Permanently useful or Recurring Usefulness Helpful Informative Advice A reference that references Long & Detailed
    • 22. Everyone is talking about it Links Social mentions Emails (Gmail) Citations References
    • 23. Unique A new angle Why you, and not another blogger? Differentiate
    • 24. Inspiration for evergreen content diabetes cooking recipes for how to cook for best diabetics food for diets for foods to avoid for recipes diets foods Type 1Top 10 people with
    • 25. Inspiration for evergreen content Google Keyword Planner Free keyword data Understand how people search Alternative keyword ideas Location-based data
    • 26. Keywords & their volumes 720 people in the UK search “recipes for diabetics” every month 480 people search for “diets for diabetics” But that search volume increases significantly in January (of course) 10 searches / month is not insignificant Even keywords without volumes do get searched for
    • 27. Ubersuggest.org
    • 28. Keyword research What would Sherlock do? Research your keywords Research your competition Google Adwords & Ubersuggest.org Visualise & Develop Investigate Other tools: - Wordstream (paid) - SEMrush (paid – top 10 results free) - SEObook / Wordtracker (free)
    • 29. Implementing keyword research • Define a schedule for evergreen content (Monthly? Weekly?): QDF • Get high volume keywords into page title & header (often the same on blogs) • Get low volume keywords into the blog copy itself • Use low volume keywords in H2 (sub-headers) • Link from other blog posts to your evergreen content - internal links should use ‘anchor text’ (keywords as hyperlinks) - internal links tell search engines ‘look at this page, it’s important!’ • Keep evergreen content ‘evergreen’ - use a navigation category, such as ‘resources’ - ensure it doesn’t drop down the site hierarchy - keep linking to it - update it regularly
    • 30. Going evergreen TOPIC KEYWORDS CONTENT KEEP THE CONTENT UPDATED REGULARLY DEVELOP FURTHER RELATED CONTENT Choose a topic you know well Research your article’s audience Unique, long- form, keyword-rich PROMOTE Social, bloggers, forums, links Use feedback & comments to help you develop your content Become the authority on the topic
    • 31. Developing evergreen CURATE CO-CREATE SHARE CROWDSOURCE REGULARITY Develop relationships with other bloggers Don’t always write on your own. Collaborate. Don’t always write for yourself. Share your knowledge. PROMOTE Social, bloggers, forums , links Use your community to help you develop ideas & content Query Deserves Freshness
    • 32. SEO Fundamentals for blogs • Page titles: for competitive keywords • Headers (h1 tags): for competitive keywords • Headers (h2 tags): for sub-headings & less competitive keywords • Alt tags on images: for usability & competitive keywords • Internal links: link to blog posts you want to rank using relevant keywords • Domain names: get a unique domain name • URL structure: ideally it should be domainname.com/category/page-title-here - wordpress is great for this - clear URLs are better understood by users & search engines alike • Categories: use them & let search engines index them - lets search engines find older articles more quickly - the quicker your posts are found, the better • Support evergreen content with related blog posts - link between the two - e.g. top-level “recipes for diabetics page” supported by actual recipe sub-pages • Have a Google Plus profile - use “rel=author” tag on your name for every blog post - this ensures that your photo appears in SERPs and your content is not plagiarised
    • 33. To summarise, SEO is… Learn it… (research) Say it… (write) Shout it (marketing)
    • 34. How to get a blog to take off It takes time… And… • Hard work & persistence • An understanding of your readership, their needs, their problems, their viewpoints • A clean, optimised website with a clear structure
    • 35. Invest time in multiple channels Every channel is different… Search engines for information & help Social networks for community, shareability, fun Referring sites are friends or citations
    • 36. Learn from surprises. Sometimes, shit happens… 40k likes. 1811 tweets. Why? Nobody else wrote about it… Reddit… controversy…
    • 37. 20% inspiration + 20% writing + 60% marketing
    • 38. Blogs that are doing well… (inspiration) How do people get diabetes (3) Pesto Vinaigrette Dressing (1) Statins and Leg Pain (4) Medtronic Pump Colors (3) Pioneer Woman Chili (4) Minimed CGM (5)
    • 39. Blogs that are doing well… (inspiration) A day in the life of a diabetic (8) Diabetic blogs (7) Diabetes paranoia (1) White Coat Syndrome (7)
    • 40. Blogs that are doing well (inspiration) Ketone meter (1) Home a1c test accuracy (2) Diabetic donuts (2) Diabetes medical devices (3) Blood ketone meter (4) Diabetes 504 plan (4)
    • 41. Blogs that are doing well (inspiration) Pumps sex (1) Insulin pump blogs (1) Diabetes type 1 blog (1) Insulin pump tubing (1) C-section recovery (5) Carbohydrate scale (5)
    • 42. The path to a regular, engaged readership Keywords research Optimised pages Optimised structure SEARCH SOCIAL Virality, Shareability Catchy headlines Understand audience Meets user intent & expectations Offers action (share, more info) NETWORKFOLLOW-UP Follow re-tweeters Thank them, retweet them Discuss on Facebook or G+ What ranks well? More posts Traffic volumes? Amend evergreen to optimise ENGAGE Subscription options (mailshot) Social subscription QDF DIRECT REFERRAL
    • 43. An Animas Keyword Cloud DIABETIC(s) DIABETES Type 2 Diabetes DIET PLAN SHEET Food list Guidelines Keyword Volume (phrase) Diabetic diet 6,600 Diabetes diet 6,600 Diabetic diet plan 480 Diabetic diet sheet 390 Type 2 Diabetes diet 1,600 Diabetes diet plan 880 Diabetic diets 320 Diabetic diet food list 140 Gestational diabetes diet plan 140 Diets for diabetes 91 Diet(s) for Diet plan for Recipe for Gestational Type 1/2 Pre- Controlling Best Low carb Carbohydrates And carbohydrates Keyword Volume (phrase) Carbohydrate Counting Diabetes 28 Diabetes and Carbohydrates 28 Carbohydrate Counting 720 Diabetic Recipes 3,600 Diabetes type 2 diet plan 260 Gestational diabetes diet 720 Diet plan for diabetes 170 Type 1 diabetes diet 170 Diabetes 2 diet 110 Diets for diabetics 590 RECIPES