TODAY’S WEBINAR:

More Traffic, More Leads,
More Business - Content
Marketing and SEO

@JoePulizzi

@ArnieK
Before We Get Started
• Interact with the presenters anytime – ask questions!
• Type into the “ask a question” text area –...
Hi, I’m Joe Pulizzi @JoePulizzi

@JoePulizzi

@ArnieK
Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attract and retain custom...
February 26, 2014
Virtual Event

@JoePulizzi

@ArnieK

31 March – 2 April 2014
Sydney, Australia

September 8 - 11, 2014
C...
Today’s Agenda
•
•
•
•

How do search engines work today?
What are effective strategies for today’s environment?
How can y...
Today’s Speaker
Arnie Kuenn
@ArnieK

@JoePulizzi

@ArnieK
@ArnieK

About Your Presenter…
• President of Vertical Measures –
A Search, Social & Content Marketing
Agency
• Instructor...
@ArnieK

How Important is Search?
of all consumers use search
prior to making a purchase
of searchers conduct
non-branded ...
@ArnieK

Over 9 Out of 10
@ArnieK

How Search Works
@ArnieK

Search Optimization Elements
@ArnieK

Search Results – Web Page Connection
Webpage Title Tag

Meta Description

Webpage File Name
@ArnieK
@ArnieK

How to Tell if You’ve Been Affected
@ArnieK

Webmaster Tools - Message

v
@ArnieK
@ArnieK

So What’s the Problem?
•
•
•
•
•
•
•
•

Thin content?
Unintentional duplicate content?
Duplicate title tags?
Bloc...
@ArnieK

“Content Marketing”
@ArnieK

What is Content Marketing?
• Content marketing is the art of providing relevant,
useful content to your customers...
@ArnieK

“Now, relationships are
created with information
not people”
-YoutilityBook.com
@ArnieK

Achieving Success is a Continuous,
Planned Out Process
@ArnieK

Develop Your Strategy - Overview
•
•
•
•
•
•
•

Strategy will evolve through the whole process
Why are you creati...
@ArnieK

What Are We Searching For?
@ArnieK

Start Your Research Here!
@ArnieK

Research Tools
Google Keyword Suggest

Relate Searches
@ArnieK

More From Google
YouTube Related Searches
@ArnieK

More than 410
questions about “visit
the grand canyon”
(exact match).
More than 3,400
using broad match!
@ArnieK
@ArnieK

Long tail
searches are
the key to
success!
@ArnieK
@ArnieK
@ArnieK

List All Content Ideas in a Spreadsheet
@ArnieK

Longer Search String = More Clicks

Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
@ArnieK

Put Together an Editorial Calendar
@ArnieK

Address Pricing / Cost
@ArnieK

Comparisons

Showcase your product or service then compare and contrast to others.
@ArnieK

Lists – People Still Love Them
@ArnieK

Resource Pages

38 links to this page

111 links to this page
@ArnieK

Videos – They Are Not That Hard

Interviews

Behind the Scenes

Fun

Product Demos
@ArnieK

Free Guides & White Papers

- Lead generator
- Link attractor
- Long life span
@ArnieK
@ArnieK

Core Elements to Optimization
Web Pages, News, Local, Images & Videos
1.
2.
3.
4.
5.
6.
7.
8.

Links pointing to ...
@ArnieK

How to Optimize Images
• Image files should be compressed as much as reasonably
possible to reduce file size. Sma...
@ArnieK

How to Optimize Videos
• Specific, Compelling Title –Would you click on “Our
Company” or “V00023.mov?” neither wi...
@ArnieK

Sharing New Content Can Be Very Simple
@ArnieK

Do You Have a Google+ Business Page?
@ArnieK
@ArnieK
@ArnieK
@ArnieK

In summary…

Buyers need information that helps
them make an informed decision.
Businesses that provide the
conte...
@ArnieK

The best time to start a
content marketing program
is 5 years ago.
The second best time is
NOW!
@ArnieK

THANK YOU VERY MUCH!

www.VerticalMeasures.com

Tweet:
Content Marketing Book – @AccelerateBook is FREE
on Amazon...
Questions & Answers
Keep your questions coming. Type into the “ask a question”
text area and click submit.

@JoePulizzi

@...
Thank you for attending
today’s webinar!
A link to the archive will be sent to you in a day or two after the event.
For mo...
Register today for
CMI’s next webinar!
“”
Dayna Rothman
@dayroth
Thursday, December 5th
2 PM EST/11 AM PST
Register at:
ht...
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Cmi more traffic, more leads, more business content marketing

  1. 1. TODAY’S WEBINAR: More Traffic, More Leads, More Business - Content Marketing and SEO @JoePulizzi @ArnieK
  2. 2. Before We Get Started • Interact with the presenters anytime – ask questions! • Type into the “ask a question” text area – click submit. • The slides will advance automatically throughout the event. • Having trouble? Click “Help” link below the media player. @JoePulizzi @ArnieK
  3. 3. Hi, I’m Joe Pulizzi @JoePulizzi @JoePulizzi @ArnieK
  4. 4. Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers. @JoePulizzi @ArnieK
  5. 5. February 26, 2014 Virtual Event @JoePulizzi @ArnieK 31 March – 2 April 2014 Sydney, Australia September 8 - 11, 2014 Cleveland, OH
  6. 6. Today’s Agenda • • • • How do search engines work today? What are effective strategies for today’s environment? How can you leverage social for improved SEO? How can you optimize specific types of content? @JoePulizzi @ArnieK
  7. 7. Today’s Speaker Arnie Kuenn @ArnieK @JoePulizzi @ArnieK
  8. 8. @ArnieK About Your Presenter… • President of Vertical Measures – A Search, Social & Content Marketing Agency • Instructor for the Content Marketing Institute & Online Marketing Institute • Write for Marketing Land and Chief Content Officer • Been an Internet marketer longer than Google has existed.
  9. 9. @ArnieK How Important is Search? of all consumers use search prior to making a purchase of searchers conduct non-branded queries of buyers click on organic links vs. the sponsored ads Source: GroupM
  10. 10. @ArnieK Over 9 Out of 10
  11. 11. @ArnieK How Search Works
  12. 12. @ArnieK Search Optimization Elements
  13. 13. @ArnieK Search Results – Web Page Connection Webpage Title Tag Meta Description Webpage File Name
  14. 14. @ArnieK
  15. 15. @ArnieK How to Tell if You’ve Been Affected
  16. 16. @ArnieK Webmaster Tools - Message v
  17. 17. @ArnieK
  18. 18. @ArnieK So What’s the Problem? • • • • • • • • Thin content? Unintentional duplicate content? Duplicate title tags? Blocked pages or site? Bad backlink profile? Over optimization of anchor text? Not optimized for mobile? And many, many more possibilities
  19. 19. @ArnieK “Content Marketing”
  20. 20. @ArnieK What is Content Marketing? • Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them. • Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy. • If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.
  21. 21. @ArnieK “Now, relationships are created with information not people” -YoutilityBook.com
  22. 22. @ArnieK Achieving Success is a Continuous, Planned Out Process
  23. 23. @ArnieK Develop Your Strategy - Overview • • • • • • • Strategy will evolve through the whole process Why are you creating the content you are creating? Who is your audience? What types of content will you create? Who will create your content? When will you develop your content? What does success look like?
  24. 24. @ArnieK What Are We Searching For?
  25. 25. @ArnieK Start Your Research Here!
  26. 26. @ArnieK Research Tools Google Keyword Suggest Relate Searches
  27. 27. @ArnieK More From Google YouTube Related Searches
  28. 28. @ArnieK More than 410 questions about “visit the grand canyon” (exact match). More than 3,400 using broad match!
  29. 29. @ArnieK
  30. 30. @ArnieK Long tail searches are the key to success!
  31. 31. @ArnieK
  32. 32. @ArnieK
  33. 33. @ArnieK List All Content Ideas in a Spreadsheet
  34. 34. @ArnieK Longer Search String = More Clicks Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
  35. 35. @ArnieK Put Together an Editorial Calendar
  36. 36. @ArnieK Address Pricing / Cost
  37. 37. @ArnieK Comparisons Showcase your product or service then compare and contrast to others.
  38. 38. @ArnieK Lists – People Still Love Them
  39. 39. @ArnieK Resource Pages 38 links to this page 111 links to this page
  40. 40. @ArnieK Videos – They Are Not That Hard Interviews Behind the Scenes Fun Product Demos
  41. 41. @ArnieK Free Guides & White Papers - Lead generator - Link attractor - Long life span
  42. 42. @ArnieK
  43. 43. @ArnieK Core Elements to Optimization Web Pages, News, Local, Images & Videos 1. 2. 3. 4. 5. 6. 7. 8. Links pointing to your content Titles & title tags (viewed in results) Description meta tag (viewed in results) Image alt text tags H1 Tag (headline tag – only one!) Page load times Freshness of content AuthorRank
  44. 44. @ArnieK How to Optimize Images • Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds. JPGs generally offer the best balance of file size & quality. • Use relevant keywords in image filenames, separated by dashes (not underscores). Instead of "DL000031.jpg", use something like "red-sports-car.jpg" • Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keywordrelated text. Do not stuff <img> attributes. • Context matters. Google looks at content placed around the image, like titles and captions, for context about your image. • Be sure to include images in your sitemap. The XML tags provide additional opportunities to define an image's title, caption, and even geographic location.
  45. 45. @ArnieK How to Optimize Videos • Specific, Compelling Title –Would you click on “Our Company” or “V00023.mov?” neither will your audience. • Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. • Description - Say as much as you can in the first sentence or two, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description – with http://. • Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use. • Thumbnail Image – If it’s an organically made video (not planned), pick the most visually compelling of the options they give you.
  46. 46. @ArnieK Sharing New Content Can Be Very Simple
  47. 47. @ArnieK Do You Have a Google+ Business Page?
  48. 48. @ArnieK
  49. 49. @ArnieK
  50. 50. @ArnieK
  51. 51. @ArnieK In summary… Buyers need information that helps them make an informed decision. Businesses that provide the content those people are searching for - will win.
  52. 52. @ArnieK The best time to start a content marketing program is 5 years ago. The second best time is NOW!
  53. 53. @ArnieK THANK YOU VERY MUCH! www.VerticalMeasures.com Tweet: Content Marketing Book – @AccelerateBook is FREE on Amazon – Today only! #CMWorld Sponsored by:
  54. 54. Questions & Answers Keep your questions coming. Type into the “ask a question” text area and click submit. @JoePulizzi @ArnieK
  55. 55. Thank you for attending today’s webinar! A link to the archive will be sent to you in a day or two after the event. For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com @JoePulizzi @ArnieK
  56. 56. Register today for CMI’s next webinar! “” Dayna Rothman @dayroth Thursday, December 5th 2 PM EST/11 AM PST Register at: http://contentmarketinginstitute.com/events/webinars/ Sponsored by: @JoePulizzi @ArnieK
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