Dave Snyder - Content Marketing in the Post-Panda World - ionSearch

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Dave Snyder - Content Marketing in the Post-Panda World - ionSearch

  1. 1. ionSearch 2012Dave SnyderCEO - Steelcast
  2. 2. Content Marketing in a Post Panda World …
  3. 3. …and Post LinkPocolypse
  4. 4. Me
  5. 5. Curation Platforms Can Help withORM and Work Safely as Brand Sounding Boards
  6. 6. Curation Platforms Can Help withORM and Work Safely as Brand Sounding Boards
  7. 7. Let’s Breakdown the Timeline
  8. 8. February 24, 2011:The Panda is Unleashed
  9. 9. 12% of search results
  10. 10. April 11, 2011: Panda 2.0
  11. 11. The Panda Goes Global in English
  12. 12. August 12, 2011:Panda Goes Multilingual
  13. 13. January 10, 2012:Search + Your World
  14. 14. March 2012:Matt Cutts Gives a Glimpse at LinkPocolypse
  15. 15. We are trying to level the playing field abit. All those people doing, for lack of abetter word, over optimization or overlySEO - versus those making great contentand great site. We are trying to makeGoogleBot smarter, make our relevancebetter, and we are also looking for thosewho abuse it, like too many keywords ona page, or exchange way too many linksor go well beyond what you normallyexpect.
  16. 16. April 3, 2012:March 50 Pack
  17. 17. Change to Anchor Text Scoring
  18. 18. <a href=>“anchor text”</a>
  19. 19. What Clues Has G Given Us?
  20. 20. Google is Looking at Authorship
  21. 21. Rel=“ME” and Rel=“Author”
  22. 22. Since Anchor Text is Changing,they want to see more natural mixes
  23. 23. If Google is Watching what Authors Do, Then They AreWatching Who Shares What and How Often
  24. 24. Panda is All About ContentQuality … Google Wants Quality
  25. 25. Quality Signals Beyond Author Tag
  26. 26. Links to a Page
  27. 27. Semantic Relationship of Words on a Page
  28. 28. Words to Ads on a Page
  29. 29. Reading Level of Page
  30. 30. Automated Readability Index
  31. 31. But It Goes Beyond Words…
  32. 32. … Social Media and Search Both Love Images
  33. 33. Put Simply… … Content Marketing Today is about Creating highly sharable copy and media with depth
  34. 34. … And Then Finding it a Home
  35. 35. Two Huge Opportunities are Open for the Creative
  36. 36. #1 : Photos and Illustrations
  37. 37. Fuck Infographics!
  38. 38. What You Can Do With a Camera Phone
  39. 39. You Can Go Viral Just Using PhotoShop
  40. 40. Or Screw PhotoShop
  41. 41. #2 : Curation is Powerful
  42. 42. Don’t Drink One Platforms Kool-Aid
  43. 43. Learn What Each Platform has to Offer and What Content Will Work
  44. 44. Play within the Rules: Buy Ads!
  45. 45. Outcomes from These Two Opportunities
  46. 46. Lots of Link and Traffic Possibilities
  47. 47. Content and PlatformsOptimized for Linking
  48. 48. Data Integration into Social Adscan Help You Get Deeper Insight into Customers
  49. 49. Curation Platforms Can Help withORM and Work Safely as Brand Sounding Boards
  50. 50. Dave Snyder @davesnyderdsnyder@steelcast.com

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