SEO & Content Strategy - Whats Next Feb 2012

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Presentation on the basics of SEO, coming up with a content strategy and how to use content to become an industry authority.

From the What's Next Event, Cardiff in February 2012.

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  • SEO & Content Strategy - Whats Next Feb 2012

    1. 1. SEO, CONTENTSTRATEGY AND INDUSTRY AUTHORITYContent Strategy, SEO and Social Media
    2. 2. WHAT WE WILL COVER
    3. 3. WHAT WE WILL COVER Part 1: SEO
    4. 4. WHAT WE WILL COVER Part 1: SEO How to pick keywords
    5. 5. WHAT WE WILL COVER Part 1: SEO How to pick keywords How to optimise a website
    6. 6. WHAT WE WILL COVER Part 1: SEO How to pick keywords How to optimise a website How to build links
    7. 7. WHAT WE WILL COVER
    8. 8. WHAT WE WILL COVER Part 2 : Content Strategy
    9. 9. WHAT WE WILL COVER Part 2 : Content Strategy The basics of a strategy
    10. 10. WHAT WE WILL COVER Part 2 : Content Strategy The basics of a strategyComing up with original content
    11. 11. WHAT WE WILL COVER Part 2 : Content Strategy The basics of a strategyComing up with original content Distributing it effectively
    12. 12. WHAT WE WILL COVER
    13. 13. WHAT WE WILL COVER How content can...
    14. 14. WHAT WE WILL COVER How content can... Make your brand an authority
    15. 15. WHAT WE WILL COVER How content can... Make your brand an authorityGreatly increase search engine traffic
    16. 16. WHAT WE WILL COVER How content can... Make your brand an authorityGreatly increase search engine trafficMake social media management easy
    17. 17. WHAT IS SEO?
    18. 18. WHAT IS SEO?
    19. 19. WHAT IS SEO?“The process of improving the visibilityof a website or a web page in the un-paid("organic") search results...the higherranked on the search results page, themore visitors it will receive”
    20. 20. WHAT IS SEO?“The process of improving the visibilityof a website or a web page in the un-paid("organic") search results...the higherranked on the search results page, themore visitors it will receive”- wikipedia
    21. 21. THE ‘ORGANIC’ RESULTS
    22. 22. WHY DO SEO?
    23. 23. WHY DO SEO?Traffic on websites means...
    24. 24. WHY DO SEO?Traffic on websites means... Greater brand exposure
    25. 25. WHY DO SEO?Traffic on websites means... Greater brand exposure More enquiries
    26. 26. WHY DO SEO?Traffic on websites means... Greater brand exposure More enquiries And more sales
    27. 27. WHY SME’S DO SEO?
    28. 28. WHY SME’S DO SEO? SEO is an industry leveller
    29. 29. WHY SME’S DO SEO? SEO is an industry levellerYou can compete internationally in competitive markets and win
    30. 30. WHY SME’S DO SEO? SEO is an industry levellerYou can compete internationally in competitive markets and win So long as you do it right...
    31. 31. SEO MISTAKE 1
    32. 32. SEO MISTAKE 1Choosing the wrong keywords
    33. 33. CHOOSING KEYWORDS
    34. 34. CHOOSING KEYWORDSAssumption is the enemy of SEO
    35. 35. CHOOSING KEYWORDSAssumption is the enemy of SEOSo, use the Google Keyword Tool
    36. 36. CHOOSING KEYWORDSAssumption is the enemy of SEOSo, use the Google Keyword Tool (it’s free and easy to use)
    37. 37. CHOOSING KEYWORDS
    38. 38. CHOOSING KEYWORDS Look at ‘exact’ match keywords
    39. 39. CHOOSING KEYWORDS Look at ‘exact’ match keywordsCompare volume with competition - find gaps in the market
    40. 40. CHOOSING KEYWORDS Look at ‘exact’ match keywordsCompare volume with competition - find gaps in the market Mix quick-wins with long-term goals
    41. 41. SEO MISTAKE 2
    42. 42. SEO MISTAKE 2 Poor keyword focus
    43. 43. SEO COPYWRITING
    44. 44. SEO COPYWRITINGGoogle ranks webpages, not websites
    45. 45. SEO COPYWRITINGGoogle ranks webpages, not websites 1-2 phrases per page
    46. 46. SEO COPYWRITINGGoogle ranks webpages, not websites 1-2 phrases per pageIn your title, meta data, heading, sub- heading, alt tag, body copy, etc...
    47. 47. SEO COPYWRITING
    48. 48. SEO MISTAKE 3
    49. 49. SEO MISTAKE 3Sitting back and waiting for the rankings
    50. 50. LINK BUILDING
    51. 51. LINK BUILDINGYour site needs in-bound links
    52. 52. LINK BUILDINGYour site needs in-bound linksGoogle is a popularity contest
    53. 53. LINK BUILDINGYour site needs in-bound linksGoogle is a popularity contest Many ways to get links...
    54. 54. LINKS AVAILABLE
    55. 55. SO...
    56. 56. SO...Choose your keywords carefully
    57. 57. SO...Choose your keywords carefully Optimise your pages properly
    58. 58. SO... Choose your keywords carefully Optimise your pages properlyBuild lots of links from external sites
    59. 59. SO... Choose your keywords carefully Optimise your pages properlyBuild lots of links from external sitesDon’t forget your blog, social profiles,press releases, articles, videos, etc.
    60. 60. WHAT IS CONTENT?
    61. 61. WHAT IS SEO?
    62. 62. WHAT IS SEO?“In media production and publishing,content is information and experiencesthat may provide value for an end-user/audience”
    63. 63. WHAT IS SEO?“In media production and publishing,content is information and experiencesthat may provide value for an end-user/audience”- wikipedia
    64. 64. WHAT IS CONTENT?
    65. 65. WHAT IS CONTENT?“Content is king”
    66. 66. WHAT IS CONTENT?“Content is king”- all internet marketers
    67. 67. WHAT IS CONTENT?
    68. 68. WHAT IS CONTENT?Traditionally, content is seen as text:
    69. 69. WHAT IS CONTENT?Traditionally, content is seen as text: web pages
    70. 70. WHAT IS CONTENT?Traditionally, content is seen as text: web pages product listings
    71. 71. WHAT IS CONTENT?Traditionally, content is seen as text: web pages product listings blog posts
    72. 72. WHAT IS CONTENT?Traditionally, content is seen as text: web pages product listings blog posts press releases
    73. 73. WHAT IS CONTENT?
    74. 74. WHAT IS CONTENT? As well as:
    75. 75. WHAT IS CONTENT? As well as: white-papers
    76. 76. WHAT IS CONTENT? As well as: white-papers forum discussions
    77. 77. WHAT IS CONTENT? As well as: white-papers forum discussions advice articles
    78. 78. WHAT IS CONTENT? As well as: white-papers forum discussions advice articles user comments
    79. 79. WHAT IS CONTENT?
    80. 80. WHAT IS CONTENT? But content is also:
    81. 81. VIDEOS
    82. 82. IMAGES
    83. 83. AUDIO
    84. 84. DOWNLOADS
    85. 85. GAMES
    86. 86. COMPETITIONS
    87. 87. WHY IS IT SO IMPORTANT?
    88. 88. WHY IS IT SO IMPORTANT?Without good content, you have don’t have much to offer
    89. 89. WHY IS IT SO IMPORTANT?Without good content, you have don’t have much to offer Your brand will struggle to stand out
    90. 90. WHY IS IT SO IMPORTANT?Without good content, you have don’t have much to offer Your brand will struggle to stand out You won’t find many new fans and followers
    91. 91. WHY IS IT SO IMPORTANT?
    92. 92. WHY IS IT SO IMPORTANT? Social media is based on building relationships whilst sharing and discussing content
    93. 93. WHY IS IT SO IMPORTANT? Social media is based on building relationships whilst sharing and discussing contentYour brand can be at the centre of this
    94. 94. WHY IS IT SO IMPORTANT? Social media is based on building relationships whilst sharing and discussing contentYour brand can be at the centre of thisAttract new fans and build loyalty with existing ones
    95. 95. YOUR CONTENT STRATEGY
    96. 96. CONTENT STRATEGY
    97. 97. CONTENT STRATEGYWhether you like it or not, you are a web publisher
    98. 98. CONTENT STRATEGYWhether you like it or not, you are a web publisherEither control and manage your content
    99. 99. CONTENT STRATEGYWhether you like it or not, you are a web publisherEither control and manage your content Or leave it up to fate
    100. 100. CONTENT STRATEGY
    101. 101. CONTENT STRATEGY Do you have one?
    102. 102. CONTENT STRATEGY Do you have one? Ask yourself...
    103. 103. YOUR WEBSITE
    104. 104. YOUR WEBSITEWhy does your website exist?
    105. 105. YOUR WEBSITEWhy does your website exist?What do you want to accomplish?
    106. 106. YOUR WEBSITEWhy does your website exist?What do you want to accomplish? How do you define success?
    107. 107. YOUR WEBSITEWhy does your website exist?What do you want to accomplish? How do you define success? Always keep this in mind
    108. 108. YOUR ORGANISATION
    109. 109. YOUR ORGANISATIONCan you produce good content?
    110. 110. YOUR ORGANISATIONCan you produce good content?Do you have the resources to create stories/videos/images/etc?
    111. 111. YOUR ORGANISATIONCan you produce good content?Do you have the resources to create stories/videos/images/etc? Do you have buy-in from all departments?
    112. 112. YOUR VISITORS
    113. 113. YOUR VISITORSWho is the content aimed at?
    114. 114. YOUR VISITORSWho is the content aimed at? Who is your target market?
    115. 115. YOUR VISITORSWho is the content aimed at? Who is your target market?What do they find interesting?
    116. 116. YOUR VISITORSWho is the content aimed at? Who is your target market?What do they find interesting?What questions do they have?
    117. 117. YOUR VISITORS Who is the content aimed at? Who is your target market? What do they find interesting? What questions do they have?How do they get value from your site?
    118. 118. YOUR VISITORS
    119. 119. YOUR VISITORSWhat motivates your audience?
    120. 120. YOUR VISITORSWhat motivates your audience? What inspires them?
    121. 121. YOUR VISITORSWhat motivates your audience? What inspires them? What are their interests?
    122. 122. YOUR VISITORS What motivates your audience? What inspires them? What are their interests?Do competing sites take care of these?
    123. 123. YOUR VISITORS
    124. 124. YOUR VISITORSWhat de-motivates my audience?
    125. 125. YOUR VISITORSWhat de-motivates my audience? What are they worried about?
    126. 126. YOUR VISITORSWhat de-motivates my audience? What are they worried about? What problems do they have?
    127. 127. YOUR VISITORS What de-motivates my audience? What are they worried about? What problems do they have?Do competing sites take care of these?
    128. 128. FINDING THE NEED
    129. 129. FINDING THE NEEDResearch what people are already looking for:
    130. 130. FINDING THE NEEDResearch what people are already looking for: Q&A sites
    131. 131. FINDING THE NEEDResearch what people are already looking for: Q&A sites Blogs
    132. 132. FINDING THE NEEDResearch what people are already looking for: Q&A sites Blogs Discussions
    133. 133. RECYCLING CONTENT
    134. 134. RECYCLING CONTENT Use existing content
    135. 135. RECYCLING CONTENT Use existing contentCan offline content be brought online?
    136. 136. RECYCLING CONTENT Use existing contentCan offline content be brought online? Re-package and re-distribute failed campaigns
    137. 137. USING SOCIAL MEDIA
    138. 138. SOCIAL MEDIA
    139. 139. SOCIAL MEDIA“First you have to have greatcontent...then you need to tell peopleabout it”
    140. 140. SOCIAL MEDIA“First you have to have greatcontent...then you need to tell peopleabout it”-Matt Cutts, Head of Webspam atGoogle
    141. 141. BLOGGING
    142. 142. BLOGGINGSocial media starts at home - blog before anything else
    143. 143. BLOGGING Social media starts at home - blog before anything elseWrite about industry & company news, create advice articles
    144. 144. BLOGGING Social media starts at home - blog before anything elseWrite about industry & company news, create advice articles Be informative, controversial, funny
    145. 145. BLOGGING
    146. 146. BLOGGINGUsers will trust you more and see you as an authority
    147. 147. BLOGGINGUsers will trust you more and see you as an authority It will be easier to attract and retain visitors
    148. 148. BLOGGINGUsers will trust you more and see you as an authority It will be easier to attract and retain visitorsPeople will distribute your messages
    149. 149. DOMINATE YOUR NICHE
    150. 150. DOMINATE YOUR NICHESocial media isn’t just about the big sites (Facebook, Twitter, etc)
    151. 151. DOMINATE YOUR NICHESocial media isn’t just about the big sites (Facebook, Twitter, etc)Look for smaller, niche communities
    152. 152. DOMINATE YOUR NICHESocial media isn’t just about the big sites (Facebook, Twitter, etc)Look for smaller, niche communitiesIndustry blogs, forums & news sites
    153. 153. SOCIAL PROMOTION
    154. 154. SOCIAL PROMOTIONViral rarely happens by accident - promote everything
    155. 155. SOCIAL PROMOTION Viral rarely happens by accident - promote everythingCross pollinate - different people use different sites
    156. 156. SOCIAL PROMOTION Viral rarely happens by accident - promote everythingCross pollinate - different people use different sites Be consistent
    157. 157. SOCIAL PROMOTION
    158. 158. SOCIAL PROMOTIONFind other blogs that can carry a guest blog post or you can comment on
    159. 159. HOW IT FITS TOGETHER
    160. 160. HOW IT FITS TOGETHER You have a new product/service
    161. 161. HOW IT FITS TOGETHER You have a new product/serviceRather than just write a new page about it on your site, your strategy could look like...
    162. 162. Keyword-rich webpage
    163. 163. Keyword-rich webpage 
    164. 164. Keyword-rich webpage  Press release
    165. 165. Keyword-rich webpage  Press release 
    166. 166. Keyword-rich webpage  Press release Keyword-rich blog post (on-site)
    167. 167. Keyword-rich webpage  Press release Keyword-rich blog post (on-site) 
    168. 168. Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post
    169. 169. Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post 
    170. 170. Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post  Promotional blog posts (off-site)
    171. 171. Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post  Promotional blog posts (off-site) 
    172. 172. Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post  Promotional blog posts (off-site)  Email to customer list
    173. 173. Keyword-rich webpage  Press release  Keyword-rich blog post (on-site) Tweet about web page and blog post  Promotional blog posts (off-site)  Email to customer list 
    174. 174. Facebook page promotion
    175. 175. Facebook page promotion 
    176. 176. Facebook page promotion Video review on YouTube
    177. 177. Facebook page promotion Video review on YouTube 
    178. 178. Facebook page promotion Video review on YouTube  New photos on Flickr
    179. 179. Facebook page promotion Video review on YouTube  New photos on Flickr 
    180. 180. Facebook page promotion  Video review on YouTube  New photos on Flickr Tweet about the video & images
    181. 181. Facebook page promotion  Video review on YouTube  New photos on Flickr Tweet about the video & images 
    182. 182. Facebook page promotion  Video review on YouTube  New photos on Flickr Tweet about the video & images  Answer questions on blogs
    183. 183. Facebook page promotion  Video review on YouTube  New photos on Flickr Tweet about the video & images  Answer questions on blogs 
    184. 184. Facebook page promotion  Video review on YouTube  New photos on Flickr Tweet about the video & images  Answer questions on blogs  Join discussions on forums
    185. 185. BROOKLYN MUSEUM
    186. 186. BROOKLYN MUSEUM Brooklyn Museum uses behind-the-scenes content to draw in visitors and then encourages them to add to it
    187. 187. BROOKLYN MUSEUM Brooklyn Museum uses behind-the-scenes content to draw in visitors and then encourages them to add to it “We want to engage with our community”
    188. 188. SEO BENEFITS
    189. 189. SEO
    190. 190. SEO“Provide unique and relevant contentthat gives users a reason to visit yoursite...create a useful, information richsite”
    191. 191. SEO“Provide unique and relevant contentthat gives users a reason to visit yoursite...create a useful, information richsite”- Google
    192. 192. SEO
    193. 193. SEOGoogle is constantly looking for content to show to users
    194. 194. SEOGoogle is constantly looking for content to show to users Creating content isn’t enough
    195. 195. SEOGoogle is constantly looking for content to show to users Creating content isn’t enoughYou need to optimise it, so it shows in the right search results
    196. 196. SEO
    197. 197. SEOBlogging allows you to quickly create keyword rich content
    198. 198. SEOBlogging allows you to quickly create keyword rich contentFresh content keeps Google returning
    199. 199. SEO Blogging allows you to quickly create keyword rich content Fresh content keeps Google returningComments increase your ‘long-tail’ reach
    200. 200. SEO
    201. 201. SEO“Highly specific multi-word phrases tendto be far easier to rank for than themore generic single or double keywordphrases”
    202. 202. SEO“Highly specific multi-word phrases tendto be far easier to rank for than themore generic single or double keywordphrases”- Wordtracker
    203. 203. KEYWORD RESEARCH
    204. 204. KEYWORD RESEARCHFind ‘long-tail’ opportunities in your area
    205. 205. KEYWORD RESEARCHFind ‘long-tail’ opportunities in your area Use the Google Keyword Tool
    206. 206. KEYWORD RESEARCHFind ‘long-tail’ opportunities in your area Use the Google Keyword Tool and your Analytics data
    207. 207. KEYWORD RESEARCH
    208. 208. KEYWORD RESEARCHLong Tail keywords represent around 70% of most traffic
    209. 209. KEYWORD RESEARCHLong Tail keywords represent around 70% of most trafficThey are also a lot easier to rank for...
    210. 210. LINK-BAIT
    211. 211. LINK-BAITIn-bound links are critical to high search engine rankings
    212. 212. LINK-BAITIn-bound links are critical to high search engine rankings Great content generates its own links
    213. 213. LINK-BAITIn-bound links are critical to high search engine rankings Great content generates its own links Contextual links more likely
    214. 214. SEO & SOCIAL
    215. 215. SEO & SOCIAL“Social metrics are well correlated withhigher rankings”
    216. 216. SEO & SOCIAL“Social metrics are well correlated withhigher rankings”- Rand Fishkin, SEOmoz
    217. 217. SEO & SOCIAL
    218. 218. SEO & SOCIALSites like Facebook and Twitter are influencing SEO
    219. 219. SEO & SOCIAL Sites like Facebook and Twitter are influencing SEORe-tweets, Likes, shares and +1’s are pushing sites up the results
    220. 220. SEO & SOCIAL Sites like Facebook and Twitter are influencing SEORe-tweets, Likes, shares and +1’s are pushing sites up the results Search & Social are combined
    221. 221. SO...
    222. 222. YOU NEED TO
    223. 223. YOU NEED TOFind out what your market is interested in
    224. 224. YOU NEED TOFind out what your market is interested in Create content that answers their questions
    225. 225. YOU NEED TOFind out what your market is interested in Create content that answers their questions Make text-based content keyword rich
    226. 226. YOU NEED TO
    227. 227. YOU NEED TOPlan how to distribute your content
    228. 228. YOU NEED TO Plan how to distribute your contentEngage in discussions and link back to your content
    229. 229. YOU NEED TO Plan how to distribute your contentEngage in discussions and link back to your contentTry to get visitors to add to your content
    230. 230. ANY QUESTIONS?
    231. 231. ANY QUESTIONS? Visit: LibertyMarketing.co.uk Connect:uk.LinkedIn.com/in/MrGarethMorgan Follow: @LibertySEOs

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