Content marketing 7 27-11 nyc final 7-26
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Content marketing 7 27-11 nyc final 7-26

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Veronica Fielding presents "SEO and Content Marketing" at Custom Media Day, 7/27/11 in NYC.

Veronica Fielding presents "SEO and Content Marketing" at Custom Media Day, 7/27/11 in NYC.

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Content marketing 7 27-11 nyc final 7-26 Content marketing 7 27-11 nyc final 7-26 Presentation Transcript

  • SEO and Content Marketing
    Veronica Fielding
    July 27, 2011
  • About DBE
    DBE’s forecast-focused, measurement-based content marketing programs deliver supreme competitive advantage
    • Solutions typically include integrating content marketing:
    • SEO
    • Paid Search
    • Mobile
    • Social Media
    • Analytics & Measurement
    • …into the rest of the mix
  • World Class Solutions For Leading Brands
  • SEO Is…
    A part of an integrated content marketing mix
    A means to leverage knowledge about search engine behaviors around the technical and content aspects of the Web
    Is not rocket science
    But neither is heart surgery
    Great content has always been at the core of white hat SEO
    Now, more than ever, post-Panda, unique, relevant, shareable content drives SEO success
  • What We’ll Cover Today
    How to approach optimizing your content sets for the websites and other digital properties where they reside
    What matters most:
    To the search engines
    To your stakeholders
    To your business objectives
    How to think beyond the keyword to make shareable the key word
  • What Panda Did
    It wasn’t a surprise to most “real” optimizers
    Google doesn’t make changes overnight—it tests them and it’s up to professional optimizers to pay attention to the signals
    The search engines have always been about connecting people with the “right” answers
    The right answer means a better user experience
    They look for signals that tell them how they’re doing in providing the “right” answers
    Old days: on website tags and content
    Then: in-bound links
    Panda: unique, quality content written for the reader
    And: what people are engaging with
  • Evolving Best Practices
    The evolution we’re seeing is part of a continuous effort on the part of search engines to connect people with the information they are really seeking
    As content publishers, you want to be the “right” answer for the questions that matter to your business
  • The Content Building Hierarchy…
    Source: http://www.seomoz.org/blog/do-tweets-still-effect-rankings
  • …Is a 3-Way Balancing Act
    Action Takers
    Marketer
    Search Engines
  • Still
    White Hat SEO^Focuses on Content
    What’s changing is how that content moves from the originator (marketer) through the web of influence
    SEO still relies on link building and connecting with influencers who can redistribute your content
    Major media
    Bloggers
    But it also is skipping the middleman and going right to the public
    AND the public = content generators too
    Great SEO uses content to get the search engines to pay attention to your story
    So that your action takers will too
  • 7 On-Website SEO Must Haves
    Keywords are still the SEO starting point
    What are the keywords that will draw the action takers that your business needs?
    Align the existing content sets with those keywords and assign the content sets a place on your website that becomes its home base
    For keywords with no existing content to support them, think beyond text and think shareable from the start
    Ensure the search engines have no barriers to reaching your content and showcasing it in the top rankings
  • On-Website SEO for Content Providers
    Surround the content with optimized on-page best practices:
    Title tag
    Description tag (still pulled into the natural search listings to describe the page)
    Keyword count
    Cross and outbound links
    Make Your Content Unique—add Author Tags
    Tells search engines that the content originated with you
    Enables search engines and other web services to identify works by the same author more easily.
  • On-Website SEO for Content Providers
    You can still use the ROD model for link building (research/outreach/distribute content)--just don’t rely on it exclusively.
    Article placements on authority sites with anchor-text link back to keyword optimized page—articles must be unique, not mass distributed
    Directory listings
    Web release distributions
    Now think SHAREABLE
    What do you need to do to the content to get your action takers to be engaged and to share around the content:
    Pass it along
    Comment on it
    Point to it
  • Shareable Content – Think Connections
    For example: if we start with your content as a web page
    Think of key points that could be tweets with links to the page
    Load related images to Flickr and tag them
    Upload short video interviews with the author or other subject experts, tag and link to your other content sets to YouTube, Ustream.TV, etc.
    Talk about related topics in online groups (a la LinkedIn Groups)
    Make related presentations that link to the article downloadable from various points on the Web
    Create a podcast, load it to popular channels, tag it and cross-promote it on BlogTalkRadio, PodOmatic, PodcastAlley, etc.
  • Here’s How That Can Play Out
  • Shareable Content – Think Connections
    Think beyond “lots of keyword-rich content” to engagement and shareability
    Think cross-pollination
    Think building momentum
  • 7 Off-Website SEO Must Haves
    Content has got to be:
    Unique
    Relevant
    Real
    Connect with the person
    Shareable
    Easy to share
    Trackable for the marketer
  • Uniqueness Counts
    No one wants content they can easily find anywhere else
    Webmasters don’t want to post it
    Bloggers don’t want to write about it
    People don’t want to read the same thing repeatedly from one website to another
    Everyone wants something theycan’t find anywhere else
    Including the search engines
    Make your content one of a kind to ensure offsite SEO success
  • Marketing 101: Relevance for Receipt
    Know your stakeholders—Marketing 101 hasn’t changed
    Marketing always starts with the recipient’s need in mind
    Broadcasting is dead
    Customize the messaging and deliver channel as much as you can
    Content has to be relevant to be meaningful
    Instantly recognizable as having a value
    I was thinking about that!
    I need that!
    My friend would like this.
    My boss was just mentioning this.
  • They’ve Got to Trust It
    Make the content reliable/trustworthy
    In this age of untruth and distrust, make your content 100% right:
    Factual
    Grammatical
    Error free punctuation
    Trust is built from many perspectives
  • Create a Connection
    Creates an emotional or intellectual connection—a positive one to associate with your brand
    First they should think/feel:
    Funny
    Heartwarming
    Smart
    Ah-ha
    Hmm
    Cool!
    Next they should be in a hurry to share it!
  • Make It Shareable
    If you connect with the person, they will want to share it because they want to pass the value you sparked along:
    With their boss (This may help you.)
    With their colleagues (Would this be helpful?)
    With their friends (Is this funny or what?)
    With their family (Remember we were talking about this?)
  • So Make It Easy to Share
    Break content into smaller bites
    Spin it into different media
    Connect the pieces so people can self-select the ways they want to ingest the fuel you’re providing
    Consider rewards for sharing: badges, coupons, exclusive deals, etc.
  • Make It Trackable
    Set measurement systems for success
    Tag and track everything
    Monitor, measure, inquire, improve
  • Don’t Forget: Technical Considerations
    Don’t put the content behind a registration field
    If you offer subscription based access to your website content, implement Google's First Click Free (FCF) for your content so Google knows you are permitting 5 free accesses per user each day.
    Don’t provide identical or vastly similar content that's accessible through multiple URLs
    Still avoid Flash intro pages—and flash doesn’t work well on many mobile devices either
  • Don’t Forget the Mobile Factor
    Source: Morgan Stanley 11-3-10
  • Make Sure Your Content Is Mobilized
    Resides on mobile friendly pages
    Chunked into bites digestible by action takers on the go
    Easily saved for deeper review later, links easily to expanded info
  • Bonus Info: Tips and Tools
  • Free Keyword Research Tools
    https://adwords.google.com/select/KeywordToolExternal
    Keyword Tool and Traffic Estimator to identify competitive phrases and search frequencies
    http://www.google.com/insights/search/#
    Compare search patterns across specific regions, categories, time frames and properties
  • Free Keyword Research Tools
    • http://www.google.com/trends
    • See what keywords people are searching for by region and timeframe
    • www.google.com/adplanner
    • Media planning tool to identify websites your target customers are likely to visit
    • Good for competitive intelligence
  • Tags in Your Page Coding
    Title Tags
    Text in the top of the browser when visiting a website
    Meta Description Tags
    Text shown in search results underneath the site URL
    Both tags entered in the website source code
  • Optimized Content Best Practices
    One keyword per page
    250 words “visible” page content
    3-5 keyword mentions
    Placement in top 1/3 of page
    Use in headers (H1 tags) and sub-heads (H2 and H3 tags)
  • Free Links Research Tool
    http://siteexplorer.search.yahoo.com/
    External links
    Internal links
    Competitors’ links
  • Questions, Contact and Connect
    Veronica Fielding
    Twitter: @VFielding
    LinkedIn: www.linkedin.com/in/veronicaFielding
    VFielding@DigitalBrandExpressions.com
    Or Call Toll Free: 866/651-6767