On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
Keep it simple - give them what they want! DO – KNOW – GO
Do = Transactional Content Use informational content to assist your transactional content’s rankings – not replace it Don’t lose the conversion!
Know = Informational ContentFind common questions & answer them
Then setup alerts to answer these questions on blogs/forums/Q&A sites = easy links!
Go = Navigational / Branded SearchThese are your top-converting keywords – prioritise them!SEO Case study - 121% improvement for branded product ID queries:
Keyword research tools lack the creativity you need for great content What content does your audience really want to see?
What does content success/failure look like? http://uk.blueglass.com/blog/content-auditing/
How engaged is your audience?Comments are an under-rated KPI
Wrong!1. You need an audience2. You need a reason why people will share/link
If you don’t have a large audience – leverage someone else’s while you build one!
1) It’s interesting/insightful
2) It’s from a brand they love
3) Social validation –it makes them look knowledgeable
4) It’s funny/entertaining
5) There’s an incentive
Source: New York Times Insights &Linkdex• http://nytmarketing.whsites.net/mediakit/pos/• http://www.linkdex.com/blog/the-psychology-of-online-sharing/
1) Altruist – charitable/helpful
2) Careerists – build a reputation
3) Hipsters – being first to share
4) Boomerangs – feel connected
5) Connectors – stay in touch
6) Selectives – expect a reaction
Summary1. Solve your audiences problems by matching their search intent with great content2. Leverage audiences for wider coverage & outreach3. Think about why someone would share/link to your content