View Links the Way Google
(Ideally) View ThemGreat links: – Can drive targeted traffic – Are earned naturally based on merit – Are helpful to the user/reader – Help make the web a better resource
Evaluate links from multiple angles•
Would your Director of SEO like this link?• Would your PR team like this link?• Would a Google Quality Rater like this link?• Would you show this link to the audience here at SES?• Would your CEO like this link?• Would Matt Cutts like this link?
If you answered NO to
any of these questions…...you probably don’t want that link, and youmay need reconsider your link building strategy.
Methods for Effective Content Marketing•
Strategy: A plan of action for creating and marketing content• Production: Creating Differentiated content• Promotion: Getting exposure for the content you create
Content PromotionGreat Content Can be
Forgotten, This is Not aField of Dreams – Leverage Relationships and Get Content Hosted on Influential 3rd Party Sites – Expand Your Messaging to Audiences and Transition them into Brand Advocates
Takeaways• Content is the driving
force behind high- quality, natural link acquisition• Content marketing has the primary goal of helping a client achieve recognition through differentiated content
Takeaways• Enterprises have an advantage
in their knowledge, people and relationships• Content marketing is the solution for long- term growth, and relies on the creation and promotion of high quality content.
Takeaways• Quick wins and internal
promotional strategies help create intra-company buy-in• Agency relationships need to be “partnerships” based on deep understanding of mutual goals
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