The World Cup isn't just one of the biggest sporting events in the global calendar – and creates an enourm attention – offline as well as online. But the World Cup isn’t just an opportunity for big business – it’s an opportunity for every company, brand or organisation, no matter how big or small, to get involved in the action. WHAT IS THE BIGGEST HYPE OF THE WORLD CUP SO FAR? Love them or hate them, vuvuzelas have been the story of this World Cup
If you want to know the main message from my 10 min presentation it this. This is a popular saying from the stock exchange. The big challenge at the stock exchange is the ability to know where the market will go. The best traders are those who observe new, forming trends first and start trading in the same direction as the trend. Who knows the trend makes the money. For SEO the message is the same – know the trend because the trend is your friend. I will tell you what a trend is, why it´s important for you as online marketer and seo Which tools you could use what your business can benefit this presentation.
There are two types of trends – the ones are repeating, you can guess and can plan and the ones you don´t yet.
Trending Topics are everywhere. It´s in the news, radio and evening shows. The topic appears in Blogs, Social Media, Facebook, Twitter. People speak about it at work, at lunch break and at home. Word of Mouth spreads rapidly. What happens is that people getting more interested and curios about the topic and search for it. Search volume for special keyword terms increas as well as the will to share content about that content. So what sould an SE Optimiser do? SEO has to know what people speak about in order to know what people will look for and to deliver the answers they are searching for.
Trending Topics are everywhere. It´s in the news, radio and evening shows. The topic appears in Blogs, Social Media, Facebook, Twitter. People speak about it at work, at lunch break and at home. Word of Mouth spreads rapidly. What happens is that people getting more interested and curios about the topic and search for it. Search volume for special keyword terms increase. SEO has to know what people speak about in order to know what people will look for and to deliver the answers the are searching
Query = opportunity to generate more traffic to your website = good way for linkbaiting Examples of repeating topics: Summer/Winter Olympics Eurovision Elections Euro Cup – World Cup One-event topics - Catastrophies (Icelandic Vulcan – Sixt, ) - Google, Apple, Celebrities - Viral campaigns - YouTube videos - Watch the news! http://www.epiphanysolutions.co.uk/blog/world-cup-seo-when-to-start-an-seo-campaign/
Hot Topics and Hot Searches
Search Volume, News & Blogs
Compare Search Trends of different keywords
Detailed Search data
Let me explain what this small but important star means * (your intern would do it in one day) ** (your intern would do it in two days) *** your programmer would think this is either a joke or an insult **** ***** Ok, I admit this is a little bit more work. But do you know how much time you would need to get or buy that links without such an linkbait idea? Please sum up the following. It takes in average 2 hours to get a backlink (pr3) or 64 €(pr4) x 9314 = :D . And now think again about letting somebody create you such an linkbait idea. You get DoFollow Backlinks from PR1-6 pages! I don´t want to demotivate you, but I guess that the intern who did this got more links in 2 weeks than this whole room in the same amount
Seo And Trending Topics How You Can Use Trending Topics To Get More Visitors
SEO and the World Cup 2010 Better rankings by adapting to trending topics by Björn Ühss @faiM @faiMbcn @dailySEOhint http://seo.uehss.de WebBar #5 05/07/2010 www.webbar.es email@example.com @WebBarBCN
What is a trend? - general direction in which something tends to move - (possible) future - “Buzz” of tomorrow - the next hype - evolving topic = an opportunity for SEOs to push their websites up in the search engines, get free backlinks and new traffic „ World Cup 2010“ „ World Cup News“
Expected vs. unforseeable events <ul><li>Expectable & repeating events </li></ul><ul><li>Summer/Winter Olympics </li></ul><ul><li>Eurovision </li></ul><ul><li>Elections </li></ul><ul><li>Euro Cup – World Cup </li></ul><ul><li>Google, Apple, Celebrities </li></ul><ul><li>Local events (e.g. San Juan) </li></ul><ul><li>Watch the news! </li></ul><ul><li>Unforseeable & one-time events </li></ul><ul><li>Catastrophies (e.g. Icelandic Vulcan, Oil spill) </li></ul><ul><li>Celebrities </li></ul><ul><li>News </li></ul><ul><li>Viral campaigns & trending videos </li></ul><ul><li>Local events & news </li></ul><ul><li>Watch twitter, facebook or youtube! </li></ul>
Adapt! Survival of the fittest Short term: - PPC wording - Direct Marketing Strategy Middle term: - SEO Keywords & Content - Online Mkt Campaign Long term: - Product portfolio - Company structure (in order to be able to react fast)
What people will do during an hype .. 1. People speak about it 2. People getting curious 3. People search for it 3. People share it Trending topics = an opportunity for generating more traffic to your website
.. and what your SEOs should do. What Search Engine Optimisers should do: 1. People speak about it = SEOs have to listen to their (key)words (“watch world cup online”) = SEOs should join the conversation via Twitter & SM ( real time search ) = SEOs would create trust - allow discussions on your site, forum, blog (User generated content) = SEOs may create authority by making them speak about your website (backlinks) 2. People getting curious = SEOs understand even the unclear questions, typos and give answers = SEOs can give more – e.g. value added free content (e.g. Football glossary, match plan) = SEOs use all available channels to give answers (blogs, news, videos, photos) ( universal search ) 3. People search for it = SEOs don´t understimate the rapid increase in search volume. = SEOs know that Googles “Query deserves freshness” factor will push your kws to top SERPs = SEOs create content for these search queries (e.g. articles about player, matches..) 4. People share it = SEOs find creative ways of using the hype for Linkbaiting to get new links = SEOs actively use Social Media to spread content and generate new traffic
10 free tools to identify current trends <ul><li>Google Trends </li></ul><ul><li>Google Insights for Search </li></ul><ul><li>Twitter trending topics </li></ul><ul><li>Monitter (via Twitter Tweets) </li></ul><ul><li>Alexa.org </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>Your Blogs/RSS Feeds </li></ul><ul><li>Watch the news </li></ul><ul><li>Listen around </li></ul>
Now you know the tools Time to take action – and adapt! (YouTube & Disney already doing it)
Free backlinks with the Vuz-Buzz 7 eye-opening linkbait ideas Name URL Backlinks PR Complexity (*****) other Blow me link 9314 4 ** 600.000 visits Vuvuzelas for BP link 321 n/a ** $4,108 donating Vuvuzela time – browse the web like you´re at the South African World Cup link 10432 n/a ** 700.000 visits/day 4521 RT 45K FB Fancorso.de/com link 33 n/a *** - 10 Videos improved with a Vuvuzela Horn (Blog article) link 344 n/a * 39 FB 9 RT Vuvuzela (iPhone App) link 190 1 **** I hate it when I'm at a vuvuzela concert and people start playing football! (Facebook Page) link n/a n/a * 148.885 Fans
How can you use this for your business? <ul><li>Find 3 trending topics </li></ul><ul><ul><li> a) 1 common expectable event in the future (Christmas?) </li></ul></ul><ul><ul><li>b) 1 local topic from your industry that´s hot or will be (iPhone 4?) c) listen every day to what´s “hot” in the news and your environment </li></ul></ul><ul><li>Find a way to use this trend </li></ul><ul><ul><li> a) be creative! Or just have a look again at the list of things SEOs should do some slides before. Create something funny, try new things. You need (back)links! </li></ul></ul><ul><ul><li>b) Involve all Marketing departments (SEO, PPC; Direct Marketing, Offline Campaigns) </li></ul></ul><ul><ul><li>c) Know your numbers, track your success, monitor activities </li></ul></ul><ul><li>Approve time and resources for it, act fast and just do it! </li></ul>
...Need a creative Linkbait idea? Björn Ühss http://seo.uehss.de [email_address] twitter.com/faiMbcn Co-Founder & Organiser of the monthly WebBar mini-conferences of the Web Marketing Group Barcelona Encuentro de Marketing www.WebBar.es twitter.com/WebBarBCN