The Impact of Real-Time Content Optimization


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Does access to search engine and social media intelligence make you a more effective writer?

A trio of online marketing and social media experts — Bryan Eisenberg, Jay Baer and Pelin Thorogood — explore that question across a variety of writers and online content types as part of special webinar, entitled "The Impact of Real-Time Content Optimization."

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  • Hubspot
  • Great quote from Joe Pulizzi, content marketing evangelist, on the importance of content marketing. Brands have no choice but to be interesting, and content is one way of expressing that. Another quote I like is from David Meerman Scott, who wrote New Rules of Marketing and PR: “Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules.”
  • The Impact of Real-Time Content Optimization

    1. 1. The Impact of Real-Time Content Optimization: Does Access to Search & Social Intelligence Make You a More Effective Writer? A unique examination and analysis by Bryan Eisenberg, Jay Baer and Pelin Thorogood
    2. 2. The Authors Bryan Eisenberg is a New York Times bestselling author, an award winning blogger, an internationally acclaimed speaker and the recognized authority on improving online conversion rates.   Jay Baer is a hype-free social media marketer and content strategist, and co-author of the social business book The NOW Revolution . Pelin Thorogood is a new media marketer and entrepreneur, and was recently named one of the “ 20 Women to Watch ” in sales lead management.  Pelin also serves as a Executive-in-Residence at Cornell's Johnson Graduate School of Management. @PelinT @JayBaer @TheGrok
    3. 3. Changing Content Landscape
    4. 5. Relevance!
    5. 6. The Question <ul><ul><ul><li>If a writer has real-time, easy access to intelligence on topics of interest to their readers, based on the words and phrases these readers use while searching or sharing, can he or she create online content that is easier to discover and more compelling to read? </li></ul></ul></ul>
    6. 7.
    7. 8. Convince&Convert
    8. 9. LinkOrbit
    9. 10. <ul><li>Selected and optimized four category landing pages specifically designed for mid-to-long tail keywords: </li></ul><ul><li>3 year-old toys </li></ul><ul><li>2 year-old toys </li></ul><ul><li>Gifts for a 1 year old </li></ul><ul><li>Gifts for a 2 year old </li></ul>
    10. 11. The Results: <ul><li>Seven-week results, averaged across the four optimized pages:  </li></ul><ul><li>Reach: Increase in search engine traffic (29%) </li></ul><ul><li>Reach: Increase in paid search impressions (45%) </li></ul><ul><li>Engagement: Increase in time on page (153%) </li></ul><ul><li>Conversion: Increase in conversion to sale  (17%) </li></ul>
    11. 12. Convince&Convert <ul><li>Optimized and reposted five existing blog posts using new focus terms </li></ul><ul><ul><li>Compared average traffic and key metrics for 30 days before/after rewrite </li></ul></ul><ul><li>Created seven new blog posts </li></ul><ul><ul><li>Compared to average engagement and other data for 30 days of posts before using InboundWriter </li></ul></ul>
    12. 13. Before and After
    13. 15. The Results: Convince&Convert <ul><li>Four weeks of results for the 12 pages (5 rewritten, 7 new) on Convince&Convert: </li></ul><ul><li>Reach: Traffic from search engines increased an average of 33% across the five posts that were rewritten using InboundWriter </li></ul><ul><li>Reach: Four of the five rewritten posts achieved top 10 Google rankings for target keywords </li></ul><ul><li>Reach: Six of the seven newly written posts achieved top 10 Google rankings for target keywords within 48 hours of publication </li></ul>
    14. 16. Link Orbit <ul><li>Optimized content for two new domains vs. two control domains w/ same # of posts, on same dates, over four-weeks. </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> (control) </li></ul><ul><li> (control) </li></ul>
    15. 17. The Results: Link Orbit <ul><li>Four weeks of results for the four study domains: </li></ul><ul><li>Engagement: 112% more time spent on site for the two content-optimized domains vs. the two control domains </li></ul><ul><li>Engagement: 50% more pages per visit for the two content-optimized domains vs. the two control domains </li></ul>
    16. 18. Focus Focus Focus! <ul><li>If “keyword focus” is one of the most important things in online writing, how is a writer to determine which words to focus on? </li></ul><ul><li>How content optimization tools help: Get real-time access to your customers ’ (or rather, your prospects’) words to help you craft your content. </li></ul>
    17. 19. Chose The Right Keywords <ul><li>Your focus terms you select should be in line with your content strategy. </li></ul><ul><ul><li>Optimize for search popularity </li></ul></ul><ul><ul><li>Optimize to avoid competition </li></ul></ul><ul><li>How content optimization tools help: No need to be an SEO expert! These tools automatically rank and organize your virtual thesaurus based on your stated content strategy. </li></ul>
    18. 20. Use the Right Number of Keywords in the Right Places <ul><li>Engaging content not only requires the use of the right words but also the right structure. </li></ul><ul><li>How content optimization tools help: Content optimization tools provide real-time coaching, so you know where and how often to use your focus terms. </li></ul>
    19. 21. Our Conclusion <ul><li>Tapping into real-time search and social intelligence during the content creation process has significant impact on audience reach and engagement! </li></ul>
    20. 22. Just announced! New advertising strategy capability enables Google AdSense publishers to better monetize their content as they type. Go to to find out more.