Many common SEO tactics are becoming redundant, wasting money and increasing long term risk. Changing the approach from building links to building business relationships & content can increase traffic across multiple channels as well as increasing brand awareness, improving brand image and helping to drive conversions over the long term. Finding ways of developing content, stemming from everyday business processes can help make content marketing effective and affordable for ecommerce businesses.

1. Avoid the SEO Rankings Trap &
Get Back to Business

2. Email: Chris.Butterworth@dejan.com.au
Twitter: @cbutterworth_
Google Plus: plus.google.com/+DejanSEO
Contact

4. #1 - Common Risks with Outdated SEO
Including why we’re in this mess in the first place and what to watch out for.
#2 - The Benefits of Content Marketing
How and why it works better than old fashioned methods of SEO.
#3 - Requirements for Effective Content Marketing
In terms of site infrastructure and team skills.
#4 - How to Develop Cost Effective Targeted Content
Including how to make content development part of your day to day business
processes allowing you to get back to running your business.
Takeaways

8. • Over Optimised Anchor Text
Too many links using targeted anchors to link to your site.
• Too Many Links from a Single Source or Link Type
Links coming from the same types of content suggest manipulation.
• Links Coming from Pages with Low Quality or Duplicate Content
Either spun, copied, or just really, really boring.
• Being Wholly Reliant on Google
Businesses build up their links but add no other value to their site.
#1 - Common Risks with Outdated SEO

9. #2 – Benefits of Content Marketing

11. • Increases Organic Traffic
From long tail search, also increasing your visibility in the research phase of the buying
cycle.
#2 – Benefits of Content Marketing

13. • Increases Organic Traffic
From long tail search, also increasing your visibility in the research phase of the buying
cycle.
• Provides More Meaningful Content for Sharing on Social Media
Not just cat photos!
• Increases Referral Traffic
From legitimate links and shares.
• Can Increase Brand Awareness & Direct Traffic
Great content can be seen and shared beyond your immediate circle of reach.
#2 – Benefits of Content Marketing

15. • Increases Organic Traffic
From long tail search, also increasing your visibility in the research phase of the buying
cycle.
• Provides More Meaningful Content for Sharing on Social Media
Not just cat photos!
• Increases Referral Traffic
From legitimate links and shares.
• Can Increase Brand Awareness & Direct Traffic
Great content can be seen and shared beyond your immediate circle of reach.
• Provides Legitimate Reasons for Shares of & Links to your Site
Many Businesses build up their Links but Add No Other Value to Their Site
#2 – Benefits of Content Marketing

16. [Show links to the blog of a site]

17. • A Blog or News Section
You should be able to add content to your site quickly and easily.
#3 – Requirements for Effective Content Marketing

19. • A Blog or News Section
You should be able to add content to your site quickly and easily.
• Active Social Media Accounts or a Newsletter
In order to “Get your stuff out there”.
#3 – Requirements for Effective Content Marketing

20. [Slide showing some creative types - meme]

21. • A Blog or News Section
You should be able to add content to your site quickly and easily.
• Active Social Media Accounts or a Newsletter
In order to “Get your stuff out there”.
• A Content Team
Find researchers, writers, graphic designers and programmers on platforms like ODesk.
#3 – Requirements for Effective Content Marketing

22. • A Blog or News Section
You should be able to add content to your site quickly and easily.
• Active Social Media Accounts or a Newsletter
In order to “Get your stuff out there”.
• A Content Team
Find researchers, writers, graphic designers and programmers on platforms like ODesk.
• Staff Incentives
Reasons for your staff to care and spend their own time getting involved.
#3 – Requirements for Effective Content Marketing

23. • Identify Topics
There’s more to talk about than just your business and your product.
#4 –Develop Cost Effective Targeted Content

24. Chris’s
Plumbing
Interior
Design
Home Safety
DIY Tips
Jokes About
Plumbing
Environmental
Issues

25. • Identify Topics
There’s more to talk about than just your business and your product.
• Find Sharers
Use tools to find who’s already sharing content.
#4 –Develop Cost Effective Targeted Content

30. • Identify Topics
There’s more to talk about than just your business and your product.
• Find Sharers
Use tools to find who’s already sharing content.
• Develop a Range of Content
Different content types have different functions.
#4 –Develop Cost Effective Targeted Content

31. • Relationship Content
Build relationships with people talking about your related topics.
Develop a Range of Content

32. • Relationship Content
Build relationships with people talking about your related topics.
• Social Content
Easily digestible content that brings users back to your site from social.
• Informational Content
Content which answers users questions.
• High Authority Content
Addressing important issues.
• Shareable Content
Different content types have different functions.
Develop a Range of Content

33. • Relationship Content
Build relationships with people talking about your related topics.
• Informational Content
Content which answers users questions.
Develop a Range of Content

34. • Relationship Content
Build relationships with people talking about your related topics.
• Informational Content
Content which answers users questions.
• Social Content
Easily digestible content that brings users back to your site from social.
• High Authority Content
Addressing important issues.
Develop a Range of Content

35. • Relationship Content
Build relationships with people talking about your related topics.
• Informational Content
Content which answers users questions.
• Social Content
Easily digestible content that brings users back to your site from social.
• High Authority Content
Addressing important issues.
Develop a Range of Content

36. • 619 Visits
Same as all organic traffic for January
• 258 Likes on the site
Compared to 30 on a good post
• Linked from University of Sydney Anesthesiology Dept.

37. • Identify Topics
There’s more to talk about than just your business and your product.
• Find Sharers
Use tools to find who’s already sharing content.
• Develop a Range of Content
Different content types have different functions.
• Share & Engage
Build relationships with your users and others in the industry.
#4 –Develop Cost Effective Targeted Content

38. #1 - Common Risks with Outdated SEO
Including why we’re in this mess in the first place and what to watch out for.
#2 - The Benefits of Content Marketing
How and why it works better than old fashioned methods of SEO.
#3 - Requirements for Effective Content Marketing
In terms of site infrastructure and team skills.
#4 - How to Develop Cost Effective Targeted Content
Including how to make content development part of your day to day business
processes allowing you to get back to running your business.
Takeaways

39. Email: Chris.Butterworth@dejan.com.au
Twitter: @cbutterworth_
Dejan Profile: dejanseo.com.au/chris-butterworth
There’s So Much More! Ask A Question.