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ThinkVis 2013 - Content Outreach & Engagement - 02.03.2013
 

ThinkVis 2013 - Content Outreach & Engagement - 02.03.2013

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Presentation from ThinkVis 2013 in Leeds.

Presentation from ThinkVis 2013 in Leeds.

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  • What happened?!?!
  • Believe it or not but quality content existed before the internet
  • Once upon a time there were no such things as search engines and people used to share website though word of mouth because they shared quality and useful content
  • What happened?!?! Shocked Picture
  • Search engines like Google,
  • What happened?!?! Essentially people gamed the system
  • What happened?!?! Essentially people gamed the system
  • What happened?!?! Essentially people gamed the system
  • What We Have Really Got This!
  • What We Have Really Got This!
  • What We Have Really Got This!
  • What happened?!?!
  • What We Have Really Got This!
  • Panda & Penguin Happened Which Mean’t This
  • What We Have Really Got This!
  • What happened?!?!
  • What happened?!?!
  • What happened?!?!
  • What happened?!?!
  • Kevin Google says so slide
  • What happened?!?!
  • What happened?!?!
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  • What happened?!?! HIGHER CTRs although in SERPs with ORGANIC!!!
  • What happened?!?!
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  • Search Metrics Image
  • What happened?!?!
  • What happened?!?!
  • “Do We Just Build Quality & Content and Wait For The Magic To Happen?”
  • “Do We Just Build Quality & Content and Wait For The Magic To Happen?”
  • What happened?!?!
  • “Do We Just Build Quality & Content and Wait For The Magic To Happen?”
  • “Do We Just Build Quality & Content and Wait For The Magic To Happen?”
  • “Do We Just Build Quality & Content and Wait For The Magic To Happen?”
  • “Do We Just Build Quality & Content and Wait For The Magic To Happen?”
  • “Do We Just Build Quality & Content and Wait For The Magic To Happen?”
  • Addsergey image
  • What happened?!?!
  • What happened?!?!
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  • IMAGES OF SOCIAL STUFF
  • What happened?!?!
  • GET A NEW EXAMPLE!!!!!!!!!!!!!!!!!!
  • What happened?!?!
  • What happened?!?!
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  • CHANGE THIS SHIT – TO SOMETHING ELSE – ECONSULTANCY
  • CHANGE THIS SHIT – TO SOMETHING ELSE – ECONSULTANCY
  • What happened?!?!
  • CHANGE THIS SHIT – TO SOMETHING ELSE – ECONSULTANCY
  • My interpretation of the definition, in terms of how this affects SEO, is this: If you have a piece of killer content about wedding rings (A), and a link that says “click here” to a website that sells wedding rings (B), then the website that it is linking to must be about wedding rings (C).It’s pretty straightforward and we are seeing a lot of evidence that Google starting to shift their ranking signals away from anchor text (it’s not dead yet) and more toward the idea of co-citation.
  • What happened?!?!
  • http://searchenginewatch.com/article/2251195/What-is-SEO-Cocitation
  • http://searchenginewatch.com/article/2251195/What-is-SEO-Cocitation
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ThinkVis 2013 - Content Outreach & Engagement - 02.03.2013 ThinkVis 2013 - Content Outreach & Engagement - 02.03.2013 Presentation Transcript

  • Source: http://internetretailing.net/2012/08/childrens-furniture-company-closes-down-in-the-wake-of-googles-penguin-update/
  • Source: https://twitter.com/rishil/status/225551802903441408Source: https://twitter.com/jane_copland/status/225528790955212800Source: http://www.seobook.com/curious-case-small-business-and-seo
  • Source: http://internetretailing.net/2012/10/childrens-furniture-company-relaunches-under-new-ownership/
  • WHAT AREPEOPLE DOING NOW?
  • Panda identifies thin/weak contentand penalises you for publishing it
  • Source: http://searchengineland.com/google-panda-two-years-later-losers-still-losing-one-real-recovery-149491?utm_source=feedburner&utm_medium=feed&utm_campaign=feed-main
  • Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/
  • Penguin penalises you for thin/weakcontent which links to you
  • Credit to @SEOAware: http://pinterest.com/pin/175570085444092583/
  • Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/
  • Image Credit: http://01100111011001010110010101101011.co.uk/2012/06/seo-merchandise/
  • SOME PEOPLE THINK GOOGLE IS SAYING THIS…Credit to @SEOAware: http://pinterest.com/pin/175570085444092583/
  • …BECAUSE OF STATEMENTS LIKE THIS
  • SOME PEOPLE THINK GOOGLE IS SAYING THIS…Image Credit: http://seomemes.com/
  • SIMPLY BECAUSE IT SAYS SO IN THEIR GUIDELINESSource Credit: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349
  • SOME PEOPLE BELIEVE GOOGLE IS HEADING TOWARDS SOCIAL AS A SIGNALSource Credit: http://www.slideshare.net/kevgibboSource Credit: http://www.seobook.com/engagement-marketingSource Credit: http://www.lynetteradio.com/2013/the-new-seo-social-engagement-optimization
  • BECAUSE THIS GUY IS SAYING IT!Source Credit: http://www.youtube.com/watch?v=2jYJV9zHy04Cool To Read: http://www.brafton.com/news/qa-with-matt-cutts-at-ses-san-francisco-social-reputability-for-seo-traffic-cannibalization-and-the-promise-of-transparency-from-googleCool To Read : http://www.searchenginenews.com/blog/entry/matt-cutts-view-on-the-importance-of-social-signals-in-the-future-the-power#.UStRTDDlFXU
  • SOME PEOPLE BELIEVE GOOGLE ARE ALL ABOUT THE MONEY SO LET’S F*CK SEO!Image Credit: http://01100111011001010110010101101011.co.uk/2012/04/matt-cutts-masterplan
  • BECAUSE WITH SERPS LIKE THIS WHO COULD BLAME THEM? PAID PAID RESULTS RESULTS
  • WHAT HAPPENEDTWO WEEKS AGO?!?!
  • More information here: http://www.searchmetrics.com/en/
  • WHICH BROUGHT OUT THE SEO DETECTIVES
  • WHAT DID THEY FIND?
  • OVERDOING GUEST POSTS?More information here: http://martinmacdonald.net/interflora-seo-penalty/
  • LINK NETWORK?More information here: http://www.irishwonder.com/blog/2013/02/22/so-who-got-interflora-penalised/
  • YEAH, BUT ALSO……Other Good Read: http://www.linkresearchtools.com/case-studies/interflora-penalty/
  • ADVERTORIALS
  • Source Credit: http://www.davidnaylor.co.uk/interflora-what-really-happened.htmlCredit to - @anthonyshapley & Team
  • WERE THEY RIGHT?
  • PRETTY MUCH EVEN THIS GUY SAID SO…..Source Credit: https://twitter.com/mattcutts
  • Source Credit: https://twitter.com/mattcutts
  • PAID LINKS THATPURPOSEFULLY PASS PAGERANK
  • DON’T TAKETHE PISS WITH GOOGLE!
  • SO WHAT NOW?
  • ………NEXT UPDATE?
  • WE’VE HAD THE PANDA UPDATE...
  • THE PENGUIN UPDATE....
  • THE PAK HOU UPDATE!
  • BUT SERIOUSLY....
  • LET’S THINK LIKE GOOGLE…..
  • GOOGLE ALREADY TOLD US:- PANDA – SH*T CONTENT- PENGUIN – SH*T LINKS- AGENT RANK – WHO LINKS TO WHO ESSENTIALLY GOOGLE IS TRYING TO FUTURE PROOF THEIR SEARCH ENGINE FROM SPAMMERS
  • STAYING AHEAD OF THE GAME
  • WELCOMEPAGE METRIC RANK – 2013 & BEYOND
  • PAGE METRIC RANK: 1) SOCIAL SIGNALS 2) LINK SIGNALS
  • SOCIAL METRICS:- FACEBOOK- TWITTER- GOOGLE PLUS- LINKEDIN- PINTEREST- STUMBLES
  • THIS WILL NEVER HAPPEN ON MASHABLE…Source Credit: http://mashable.com/2013/02/23/online-campaign-homeless-ring/
  • Source Credit: http://mashable.com/2011/09/30/twitter-history-infographic/
  • Source Credit: http://mashable.com/2012/07/13/nomophobia-infographic/
  • Source Credit: http://mashable.com/2012/07/13/nomophobia-infographic/Source Credit: http://mashable.com/2012/07/30/how-much-would-it-cost-to-be-batman/
  • HOW DO WE MEASUREHUMAN INTERACTIONS?
  • HELLO #SOCIALCRAWLYTICSSource: http://socialcrawlytics.com
  • Original Data from: http://socialcrawlytics.com
  • Original Data from: http://socialcrawlytics.com
  • 100000 120000 140000 20000 40000 60000 80000 0 /2011/01/28/text-messaging-comic/ /2013/02/20/wearing-google-glass/ /2010/12/14/new-facebook-profile-hacks/ /2011/09/14/htc-sensation-xe/ /2013/02/11/grammy-gifs-memes/ /2013/02/11/helicopter-crash-top-gear-… /sgs/ /2013/02/11/taylor-swift-gets-death-… /2011/09/30/facebook-too-complicated/ /2013/02/04/unicorn-accessories/ /2011/09/22/facebook-f8-live-video/ /2011/05/29/foursquare-marketing-… /2011/05/20/social-media-resumes/Original Data from: http://socialcrawlytics.com /2011/02/22/facebook-scam-southwest/ /2012/10/03/kitchen-aid-obama-dead-… /2011/09/29/hipmunk-android-app/ /2011/12/01/electronics-spending-… /2012/07/06/internet-human-right/ /2013/01/21/rumor-apple-to-launch-an-… /2011/05/26/google-mobile-payment-… /2010/10/06/new-twitter-background-… /2011/06/22/klout-gate/ /2011/03/04/qr-codes-infographic/ /2010/09/13/future-social-media-… /2010/07/28/social-media-productivity/ /2012/06/05/the-internet-changes-… /2013/01/05/hashtag-word-of-year/ /2011/04/21/facebook-like-button-one/ /2013/01/28/google-government-data/ /2011/01/05/homeless-man-golden-voice/ /2011/09/05/groupon-tuition-deal/ /2011/06/03/mi6-hacks-al-qaeda/ /2009/10/27/social-media-roi/ /2011/07/02/myspace-tom-google/ /2011/02/04/design-facebook-landing-… /2012/02/28/ipad-3-event/ /2011/11/06/justin-bieber-infographic/ /2011/01/10/facebook-places-campaigns/ TOTAL CONTENT SOCIAL SHARES FROM 300 URLS /2011/01/31/google-twitter-egypt-call-… /2011/01/17/banksy-identity-ebay/ /2012/04/13/netflix-unlimited-vacation/ /2011/07/05/ipad-web-traffic/ /2013/02/16/working-from-home/ /2012/10/29/google-crisis-map-… /2010/12/24/more-new-facebook-… /2011/04/01/youtube-marketing-tips/ /2013/01/26/instagram-facebook-id/ /2013/02/18/19-clicks-internet/ /2012/06/05/facebook-engagement/ /2011/09/20/facebook-news-feed-revamp/
  • Client Social Media Metrics - Upper Quartiles – 7648 TOTAL SOCIAL SHARES - Median Quartiles – 5490 TOTAL SOCIAL SHARES - Lower Quartiles – 4601 TOTAL SOCIAL SHARES - Extreme Anomalies - Best - 130416 TOTAL SOCIAL SHARES - Worst - 3897 TOTAL SOCIAL SHARESOriginal Data from: http://socialcrawlytics.com
  • Client Social Media Metrics - Upper Quartiles – 7648 TOTAL SOCIAL SHARES - Median Quartiles – 5490 TOTAL SOCIAL SHARES - Lower Quartiles – 4601 TOTAL SOCIAL SHARES - Extreme Anomalies - Best - 130416 TOTAL SOCIAL SHARES - Worst - 3897 TOTAL SOCIAL SHARESOriginal Data from: http://socialcrawlytics.com
  • Client Social Media Metrics THIS ESSENTIALLY SHOWS YOU HOW TO BENCH MARK YOUR SOCIAL METRIC FIGURES WITH WHATS GOING ONSITEOriginal Data from: http://socialcrawlytics.com
  • Client Social Media Metrics TOTAL = 8,842 TOTAL = 2275Original Data from: http://socialcrawlytics.com
  • PAGE METRICS:- AUTHOR- LINK METRICS - PAGE RANK - DOMAIN AUTHORITY - CITATION & TRUST FLOW - LINK RELEVANCE- REFERRING DOMAINS - CITATION LINKS - CO CITATION LINKS
  • WHO links to you could be more important than WHERE it’s fromSource Credit: http://www.recommendedusers.com/authors-writers/
  • THE QUALITY OF THE ORIGINAL DOMAIN - METRICS - PAGERANK - DOMAIN AUTHORITY - CITATION & TRUST FLOW - LINK RELEVANCE - IP ADDRESS - EXTERNAL VS INTERNAL LINKS
  • NUMBER OF CITATION LINKS FROM REFERRING URL
  • 100 200 400 500 600 700 800 900 300 0http://www.seomoz.org/blog/t…http://www.seomoz.org/blog/f…http://www.seomoz.org/blog/g…http://www.seomoz.org/blog/p…http://www.seomoz.org/blog/g…http://www.seomoz.org/blog/g…http://www.seomoz.org/blog/a…http://www.seomoz.org/blog/ti… http://www.seomoz.org/blog/… http://www.seomoz.org/blog/…http://www.seomoz.org/blog/g…http://www.seomoz.org/blog/d…http://www.seomoz.org/blog/1…http://www.seomoz.org/blog/1…http://www.seomoz.org/blog/7…http://www.seomoz.org/blog/q…http://www.seomoz.org/blog/s…http://www.seomoz.org/blog/g…http://www.seomoz.org/blog/n… URL http://www.seomoz.org/blog/… http://www.seomoz.org/blog/…http://www.seomoz.org/blog/d…http://www.seomoz.org/blog/7…http://www.seomoz.org/blog/a…http://www.seomoz.org/blog/s…http://www.seomoz.org/blog/a…http://www.seomoz.org/blog/s…http://www.seomoz.org/blog/g… http://www.seomoz.org/dp/bl…http://www.seomoz.org/blog/d…http://www.seomoz.org/blog/a…http://www.seomoz.org/blog/t… SEOMOZ REFERRING DOMAINS – TOP 100 BLOG POSTShttp://www.seomoz.org/blog/h… ExtUniqueIPs NUMBER OF CITATION LINKS FROM REFERRING
  • NUMBER OF CITATION LINKS FROM REFERRING URL SEOMOZ TOP 100 URL REFERRING UNIQUE DOMAINS - Upper Quartiles – 183 UNIQUE REFERRING DOMAINS - Median Quartiles – 93 UNIQUE REFERRING DOMAINS - Lower Quartiles – 60 UNIQUE REFERRING DOMAINS - RANGE - UPPER - 812 - LOWER - 37
  • NUMBER OF CO-CITATION LINKS
  • NUMBER OF CO-CITATION LINKS GENERRATED FROM REFERRING URLSource Credit: http://vysibility.com/dump-the-anchor-text-start-focusing-on-co-citations/Further Reading: : http://searchenginewatch.com/article/2251195/What-is-SEO-Cocitation
  • HOW DO WE TRACK CO CITATIONS?
  • TRACKING CO-CITATIONS IDEA 1Source Credit : http://vysibility.com/dump-the-anchor-text-start-focusing-on-co-citations/
  • TRACKING CO-CITATIONS IDEA 2
  • THE RESULTS……Source Credit: http://www.slideshare.net/kevgibbo
  • CREATE A SCALABLE CONTENT STRATEGY TO FOCUS ON “QUALITY NOT QUANTITY”Content types include: • Infographics • Infograms • In-Depth Articles/Blog Posts • Videos • Kinetic Typography • Interactive Infographics • HTML5 content • Quizzes • Microsites/Communities • Events
  • 7 TIPS & TOOLSTO MAKE YOUR LIFE BETTER
  • INSPIRATION & IDEATION
  • Website : http://www.theideaswap.com/Source Credit @chriswinfield
  • Website : http://bottlenose.com/searchSource Credit @chriswinfield
  • RESEARCH & COLLABORATION
  • Source Credit http://www.blueglass.com/blog/agile-marketing-with-google-reader/
  • Source Credit : http://www.blueglass.com/blog/agile-marketing-with-google-reader/
  • OUTREACH & ENGAGEMENT
  • Source Credit : http://seogadget.com/content-strategy-generator-tool-v2-update/
  • RELATED:SITE.COM
  • TOPICAL BLOGS
  • KEY TAKEAWAYS- Links Need To Be Earned Not Just Bought- Work with your target market - Journalists - Bloggers - Media Outlets
  • KEY TAKEAWAYS- Think strategically and look at the bigger picture
  • KEY TAKEAWAYS- Client Education - Value of Campaign - Bigger Picture
  • KEY TAKEAWAYSPage Metrics Could Be > Than Domain Metrics
  • KEY TAKEAWAYSAnalyse:- Human Engagement - Social Engagement Levels - Bench Marking Existing Sticky Content- Link Metrics: - Average Link to a new page - Measure Co-Citations
  • IMPORTANCE OF AUTHOR RANK & SOCIAL
  • HIGH QUALITY CONTENT
  • WORKING TOWARDS A HOLISTIC CAMPAIGN
  • And keep working oneducating your clients……….