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World domination by blog

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How to use content strategy to make your blog a success. Using a blog to help a website perform better.

How to use content strategy to make your blog a success. Using a blog to help a website perform better.


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  • 1. Tonight, we haveWorld Domination By BlogDavid Rosam: Writing For SEO & Web Positioning Centre
  • 2. I’m going to cover a lot of groundthis evening
  • 3. I don’t presume to teach you:• The last word about:• SEO• Online strategy• Copywriting• Webmastering
  • 4. I will give you a lot of pointers tohelp you towards worlddomination by blog
  • 5. Why are blogs so important in2013?
  • 6. Google
  • 7. A particular view of Google• Tries to make the Net a better quality place• Tries to stop SEOs and Webmasters from cheating• Tries to penalise junk sites• Panda and Penguin updates• Continuous algorithm tweaks
  • 8. Used properly, your blog helps youkeep Google happy• Google has always liked lots of goodquality content• It lurves it now
  • 9. Your blog is a brilliant deliverymechanism for great content
  • 10. So we just write a load of goodstuff and Google will love us?
  • 11. Nope!
  • 12. Welcome to the wilderness
  • 13. You’re stumbling around• How easily will you get to your destination without a map?• Isn’t that just what you’re doing by creating content aimlessly?
  • 14. Content isn’t King• Content, alone, is an indulgence• Content needs to be a team player• It needs some support
  • 15. If Content is a team player,Strategy is the coach• Content needs a purpose• Content needs a vision• Content needs to work for you• And, to work for you, it needs to work for your readers
  • 16. But, enough of the DodgyAnalogies
  • 17. What to you have to do to makeyour blog successful?
  • 18. Start by asking a difficult question
  • 19. What is your blog for?
  • 20. I came up with these answers forWriting For SEO• To attract new clients• To act as a platform to develop and deliver products• To share my expertise with more people (sorry if that sounds a bityucky, but there it is)
  • 21. Yours may be• To attract more natural/organic search traffic• To interact more closely with your customers and prospects, yourcommunity• Supporting a local, hobby or sporting group - it doesn’t have to be tomake a profit, or even work within a business context• Another way of putting this is to define your niche. You shouldn’t tryto be everything to everybody
  • 22. Find out what your audience issearching on• Google Key Word Tool (http://www.googlekeywordtool.com/) tellsyou a lot• Key phrases you haven’t thought about• How popular a key phrase is (how many searches are being made onit)• There are loads of other tools out there, too - free and paid
  • 23. What’s the competition?• Not ‘Who’s the competition?’• On the Web, I don’t care who my competitors are, I want to knowwhat I need to do push them off the first page of Google
  • 24. Take a look at the competition forthe key phrases you need• Try:• Web SEO Analytics (www.webseoanalytics.com)• SEOmoz (www.seomoz.org)
  • 25. Put your key phrases into aspreadsheet• Sort on search numbers• Sort or filter on difficulty• Filter on particular words• Explore to see what themes there are foryour content
  • 26. Put a content strategy in place• Theme key phrases for Pages on your blog• Do the themes suggest Categories for your blog?• Use the key phrases you’ve discovered to suggest blog posts• You’re ensuring what you produce will appeal to people and presentedin an easy-to-digest way
  • 27. Use an EMD as a WMD• Exact Match Domains• A domain that reflects an importantkey phrase - like WritingForSEO.org• A favourite tool for spammy affiliatesites• Google said it was outlawing them• But it hasn’t
  • 28. Choose your EMD• Find a high-traffic key phrase that applies to your site• Search for available domains• If you have a UK customer base, a .co.uk domain is a good thing• So you’ll end up with agoodkeyphraseformyblog.co.uk
  • 29. Choose a blog platform• If you want a personal blog, choose Blogger or WordPress.com• If you want to do business, make money or put a blog on an existingsite, use your own WordPress install• Flexibility• Ownership of data• Use your own domain (you can with Blogger, too)
  • 30. Using a blog to help a site’sperformance• Don’t put the blog on a different domain -www.yourdomain.wordpress won’t help the site atwww.yourdomain.com• Don’t put your blog on a separate subdomain - Google treatsblog.yourdomain.com as completely separate fromwww.yourdomain.com• Do put your blog at www.yourdomain.com/blog/
  • 31. With your strategy, domain andhosting in place, you can createcontent
  • 32. Writing your content• Go for substance rather than frequency• Post every day if you can, but don’t worry about it if you can’t• Include at least one image, because it makes your post look lessdaunting• Put together a schedule, and try to stick to it• Monitor page popularity, social mentions and links
  • 33. Give your content leverage• Use your key phrases in headings, title tag and keyword tag• Don’t go mad with key phrases• Make sure you’re writing for your audience and Google in mind, notjust Google
  • 34. Build some links• Social bookmarking sites:• StumbleUpon• Digg• Reddit• Guest blogging• Forum and blog comments
  • 35. Social media• Don’t spend all your time on social media• Content production is more important• I suggest a presence on Twitter and Google+• Plus either Facebook or LinkedIn
  • 36. Measure your results• You can find where you’ve got with Analytics - Google Analytics is freeand very powerful• Also install Google Webmaster Tools• Link to Google Analytics• Keep on measuring
  • 37. Do all these things as best you can• Online success is about doing as many things as possible well, ratherthan one or two perfectly• Don’t cheat or automate• Give your readers what they want
  • 38. You can fill many of the gaps bylooking on my websitewww.writingforseo.org
  • 39. David Rosam• Web www.writingforseo.org• Twitter @writingforseo• Google+ www.writingforseo.org/googleplus• Telephone +44 (0)1273 906607• E-mail david@writingforseo.org• LinkedIn www.writingforseo/linkedin• Facebook www.facebook.com/writingforseo• Also www.webpositioningcentre.co.uk• Please see Writing For SEO for imageacknowledgements