Cut the bull and blog with purpose


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Jason Falls's Optimization Summits presentation on Practical SEO Tips for Corporate Blogging

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  • Awesomeness. Why do you blog?
  • Blogging Is A World Of Happy Little Trees “ Participate in the conversation” “ It’s all about engagement!” “ Talk with us not to us.”
  • My friend Chris Baggott pushes social media folks to ask why until they come to a measurable value proposition. CEO of Compendium Blogware (Client) and mentioned a LOT in this presentation.
  • Eric Brown – Urbane Apartments Stopped traditional advertising in 2004. Switched to Paid Search. Started blogging in 2008. Turned blog over to residents and made it about the community around apartments, not the apartments. BUT TRACKED IT, MEASURED IT and proved it was working.
  • Chris Baggott, Debbie Weil, Jay Baer and me for Compendium Blogware Winter 2009 survey of corporate blog analytics 168 report 81% or more traffic from 1 st time visitors (63.4%) 226 report 61% or more traffic from 1 st time visitors (85.6%) 264 total companies 204 B2C 78 B2B 8 Non-profit 4 government 4 other 49 companies less than 25 people 12 500+ 11 76-150 7 26-75 6 – 151-250 2 – 251-500 No distinction across size or vertical
  • Our blog attracts visitors whom we know and those whom we do not know. 61%+ we don’t. These people are searching for answers. Why aren’t we providing them?
  • They don't know your brand Found you through a resource they trusted (Google) Are ready and willing to buy (qualified lead) You’ve never been more teed up to succeed!
  • Where traditional SEO thinking fails.
  • Can you imagine how powerful our blog would be if we used it for a strategic purpose that drove business instead of just got people talking?
  • Google Analytics (What keywords currently drive traffic?) Google Keyword Tool ( Wordstream ( Trust your instinct (but check it) (  AND – RankChecker (SEO Toolbar)
  • Copywriting for SEO includes identifying a single keyword to focus each post upon. NOTE: Single Keyword philosophy isn’t absolute
  • If you’ve ever wondered why your website doesn’t produce, you don’t have these.
  • Scribe SEO     Compendium Blogware (Client)     SEO Book (some free tools)     SEOMoz (some free tools)     WeWe Score (
  • Totally kidding. They’re not helpful at all. Totally kidding again. Heh.
  • Long tail: 25% of all searches are conducted for the first time ever (most searches are 4-5 words long) Local: Add your city/state or local modifier and check volume Rinse & Repeat: Search stats change monthly. Keep checking and managing. Behavior changes, too. Link: Link within your posts to your own relevant content and add the SEO verifiers Others: Link outwardly, too. Give to get.
  • Data from HubSpot’s customer base – HubSpot is a leading blog, website and Interactive marketing supplier. It takes a critical mass. Blogging is a time-test for an organization.
  • The more content over time, the more indexed. The more indexed, the more people find you and convert. HubSpot’s customers who blogged saw a 67% increase in lead generation over 6 months.
  • It’s not just true of lead gen, but also of ranking in general. Google trusts longer standing, consistent blogs over others.
  • Why Blogging for SEO is imperative     80% of your traffic has a problem     They are actively looking for a solution  If you offer that, you win
  • Our blog attracts visitors whom we know and those whom we do not know. 61%+ we don’t. These people are searching for answers. Why aren’t we providing them?
  • Cut the bull and blog with purpose

    1. 1. Cut The Bull <ul><li>And Blog With Purpose </li></ul><ul><li>Optimization Summit </li></ul><ul><li>September 16, 2010 </li></ul><ul><li>Dallas, Texas </li></ul>
    2. 2. You Blog?! Image: Fonzales on
    3. 3. Happy Little Trees Image: onesoulrebel_photo on
    4. 4. “ We want a Blog” “ WHY?” “ We want to engage our audience” “ WHY?” “ So we can grow our business” “ HOW?.....” “ Ask “Why” until you come to a measurable value proposition …” Chris Baggott CEO Compendium @ChrisBaggott
    5. 5. <ul><li>Eric Brown Urbane Apartments </li></ul><ul><li>“ Did we rent more apartments?” </li></ul>“ Because if we didn’t, the practice of social media marketing is just a hobby .”
    6. 6. Compendium Blogware Study (with Debbie Weil, Jay Baer and the devastatingly handsome Jason Falls)
    7. 7. Image: Dphiman on
    8. 8. Image: Adisa on
    9. 10. Image: Louis Francisco Cordero on <ul><li>Identifying High Volume Keywords </li></ul><ul><li>Writing For Optimization </li></ul><ul><li>Presenting Clear Calls To Action </li></ul>
    10. 11. <ul><li>Google Analtyics </li></ul><ul><li>Google Keyword Tool ( </li></ul><ul><li>Wordstream ( </li></ul><ul><li>Trust Your Instinct (But Check It) ( </li></ul><ul><li>Prioritize & Group </li></ul>
    11. 12. <ul><li>Identify A Single Keyword </li></ul><ul><li>Title </li></ul><ul><li>Lead Paragraphs </li></ul><ul><li>Add Sprinkles </li></ul>
    12. 13. <ul><li>Establish Your Goals </li></ul><ul><li>Drive Visitors To Fulfill Those Goals </li></ul><ul><li>Do It In Copy And Art </li></ul>
    13. 14. <ul><li>Scribe SEO (Plugin) </li></ul><ul><li>Compendium Blogware (Client) </li></ul><ul><li>SEO Book </li></ul><ul><li>SEOMoz </li></ul><ul><li>WeWe Score </li></ul>
    14. 16. <ul><li>Think About The Long Tail </li></ul><ul><li>Think Locally </li></ul><ul><li>Think Rinse and Repeat </li></ul><ul><li>Think Link </li></ul><ul><li>Think Of Others </li></ul>
    15. 17. <ul><li>Blogs need to reach a critical mass of articles before they start to generate leads; on the order of 20-50 </li></ul># of Blog Articles Ranges** Median Monthly Leads Sample size: 762 customers. *Based on Blog articles available at the beginning of the month over a 3 month period (12/1/09 – 2/1/10) **Each range includes article data for approximately 25% of customers. Impact of Blog Size* on Monthly Leads This group does no better than customers without blogs
    16. 18. Indexed Pages in Google – Ranges* *Each range includes an equal number of customers **Includes 3 months of lead data (11/09 – 1/10) <ul><li> - Growing the number of pages indexed in Google’s database on the order of 50-100 pages brings double digit lead growth and triple digit growth past several hundred pages </li></ul>Median Monthly Leads by Range of Google Indexed Pages
    17. 19. <ul><li> - Increasing the number of keywords ranking in Google’s top 100 results starts to matter for leads once marketers achieve double digit keywords </li></ul>Ranges of # of Keywords Ranking in Google’s Top 100 Results over 7 Days* Median Leads Over 7 Day Period** Median Leads Over 7 Days by Range of Keywords Ranking in Google’s Top 100 <ul><li>Sample size: 1,400 customers. </li></ul><ul><li>Each range consists of six equal groups of customers. </li></ul><ul><li>**Includes lead data over a 7 day period for 3 months (11/09-1/10). </li></ul>
    18. 20. Image: Fonzales on
    19. 21. Image: Dphiman on
    20. 22. Thank You! Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.509.4763 Web: Newsletter: Now In Beta!