Mark Traphagen - Director of Digital Outreach, Virante Inc
Online Brand Building
Power of Personal Authority
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Ain’t About Fame
Mark Traphagen | Virante.org | @marktraphagen
Authority
Mark Traphagen | Virante.org | @marktraphagen
Trust
Mark Traphagen | Virante.org | @marktraphagen
www.zeromomentoftruth.com
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
People Trust
Perceived Authority
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Do You Know This Man?
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Graphic courtesy of Hubspot www.hubspot.om/inbound-marketing
Understanding
Social
SEO
Mark Traphagen | Virante.org | @marktraphagen
Image courtesy of http://www.postano.com/
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
So What About
Mark Traphagen | Virante.org | @marktraphagen
Profiles Have PageRank
Mark Traphagen | Virante.org | @marktraphagen
Pages Have PageRank
Mark Traphagen | Virante.org | @marktraphagen
Communities Have PageRank
Mark Traphagen | Virante.org | @marktraphagen
Google+ Internal PR
Mark Traphagen | Virante.org | @marktraphagen
Google+ External PR
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Google+ Fitness &
Nutrition Community
4 Posts on High PR
Blogs
Went from pg....
1 - My Google+ post
2 - Google+ page post
3 - Another Google+
post by me
4 - Share of Google+
post by friend
5 - Home page...
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
Google Authorship
Google+ Authorship Community:
bit.ly/AuthorshipCommunity
Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen | Virante.org | @marktraphagen
http://bit.ly/AuthorshipCTR
Permission
Marketing
Permission Marketing
● Communicates with prospects w/o selling
when they aren’t (yet) ready to buy
● Useful instead of ann...
Why Content Marketing?
Banner Blindness
How do you stand out…
when everyone is doing the same thing?
Thought
Leadership
You don’t
need to be the
CEO to be a
leading voice.
Meet Lisa Barone
Lisa Barone
● Multiple blogs on AdAge’s Power
150
● Featured in New York Times, Wall
Street Journal, BusinessWeek, Inc.
Ma...
Marcus Sheridan - Sales Lion
Awesome doesn’t have to
ask permission.
INTERRUPTION!
Nobody picks up when they
see this caller.
Pre-checking the box is weak
Don’t sell until you’ve
EARNED the right to sell
You have to be better
Everyone on the web has stuff. Your
stuff needs to be better and more
focused to garner any attentio...
Are you paying attention?
● Have you checked your email since this
started?
● How long do you wait before you look at
your...
How do you plan on getting
this family’s attention?
Attention is the new currency
You are competing with every other fragment
of life that is demanding your reader’s
attentio...
Nobody reads the whole page
You have 8 seconds
An Associated Press survey conducted in January of 2012 found that the
percentage of page views that la...
The Google algorithm and SEO
It’s harder to game the system
Why it’s harder to game the system
Panda
February 2011
Why it’s harder to game the system
Penguin
April 24, 2012
So What Works?
So What Works?
● Authoritative content
● Natural links
● Active social
engagement
Mark Traphagen | Virante.org | @marktraphagen
Google Authorship
Where is your
eye drawn?
More important than ranking
Authorship Rich Snippet Result
The byline link shows all of
YOUR content!
Authorship
shows all your
content spread
across the web.
Author Stats
Inbound.org = Free Education!
Thank You
Mark Traphagen
Director of Digital Outreach
Virante.org
@marktraphagen
Building Personal Brand Authority Online via Content & Social SEO
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Building Personal Brand Authority Online via Content & Social SEO

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How a combination of unique, authoritative content and wise use of community building via social media, along with some understanding of SEO, can help build your personal brand online.

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Transcript of "Building Personal Brand Authority Online via Content & Social SEO"

  1. 1. Mark Traphagen - Director of Digital Outreach, Virante Inc Online Brand Building Power of Personal Authority
  2. 2. Mark Traphagen | Virante.org | @marktraphagen
  3. 3. Mark Traphagen | Virante.org | @marktraphagen
  4. 4. Mark Traphagen | Virante.org | @marktraphagen Ain’t About Fame
  5. 5. Mark Traphagen | Virante.org | @marktraphagen Authority
  6. 6. Mark Traphagen | Virante.org | @marktraphagen Trust
  7. 7. Mark Traphagen | Virante.org | @marktraphagen www.zeromomentoftruth.com
  8. 8. Mark Traphagen | Virante.org | @marktraphagen
  9. 9. Mark Traphagen | Virante.org | @marktraphagen People Trust Perceived Authority
  10. 10. Mark Traphagen | Virante.org | @marktraphagen
  11. 11. Mark Traphagen | Virante.org | @marktraphagen Do You Know This Man?
  12. 12. Mark Traphagen | Virante.org | @marktraphagen
  13. 13. Mark Traphagen | Virante.org | @marktraphagen Graphic courtesy of Hubspot www.hubspot.om/inbound-marketing
  14. 14. Understanding Social SEO
  15. 15. Mark Traphagen | Virante.org | @marktraphagen Image courtesy of http://www.postano.com/
  16. 16. Mark Traphagen | Virante.org | @marktraphagen
  17. 17. Mark Traphagen | Virante.org | @marktraphagen
  18. 18. Mark Traphagen | Virante.org | @marktraphagen
  19. 19. Mark Traphagen | Virante.org | @marktraphagen
  20. 20. Mark Traphagen | Virante.org | @marktraphagen
  21. 21. Mark Traphagen | Virante.org | @marktraphagen
  22. 22. Mark Traphagen | Virante.org | @marktraphagen
  23. 23. Mark Traphagen | Virante.org | @marktraphagen
  24. 24. Mark Traphagen | Virante.org | @marktraphagen
  25. 25. Mark Traphagen | Virante.org | @marktraphagen
  26. 26. Mark Traphagen | Virante.org | @marktraphagen
  27. 27. Mark Traphagen | Virante.org | @marktraphagen
  28. 28. Mark Traphagen | Virante.org | @marktraphagen So What About
  29. 29. Mark Traphagen | Virante.org | @marktraphagen Profiles Have PageRank
  30. 30. Mark Traphagen | Virante.org | @marktraphagen Pages Have PageRank
  31. 31. Mark Traphagen | Virante.org | @marktraphagen Communities Have PageRank
  32. 32. Mark Traphagen | Virante.org | @marktraphagen Google+ Internal PR
  33. 33. Mark Traphagen | Virante.org | @marktraphagen Google+ External PR
  34. 34. Mark Traphagen | Virante.org | @marktraphagen
  35. 35. Mark Traphagen | Virante.org | @marktraphagen Google+ Fitness & Nutrition Community 4 Posts on High PR Blogs Went from pg. 8 to pg. 1 for "fitness & nutrition” for 3 months!
  36. 36. 1 - My Google+ post 2 - Google+ page post 3 - Another Google+ post by me 4 - Share of Google+ post by friend 5 - Home page of site 6 - Inside page of site 7 - Another page of site 8 - Another page of site Mark Traphagen | Virante.org | @marktraphagen
  37. 37. Mark Traphagen | Virante.org | @marktraphagen
  38. 38. Mark Traphagen | Virante.org | @marktraphagen
  39. 39. Google Authorship Google+ Authorship Community: bit.ly/AuthorshipCommunity Mark Traphagen | Virante.org | @marktraphagen
  40. 40. Mark Traphagen | Virante.org | @marktraphagen http://bit.ly/AuthorshipCTR
  41. 41. Permission Marketing
  42. 42. Permission Marketing ● Communicates with prospects w/o selling when they aren’t (yet) ready to buy ● Useful instead of annoying (YOUtility) ● Establishes ○ Expertise ○ Authority ○ Trust
  43. 43. Why Content Marketing?
  44. 44. Banner Blindness
  45. 45. How do you stand out… when everyone is doing the same thing?
  46. 46. Thought Leadership
  47. 47. You don’t need to be the CEO to be a leading voice.
  48. 48. Meet Lisa Barone
  49. 49. Lisa Barone ● Multiple blogs on AdAge’s Power 150 ● Featured in New York Times, Wall Street Journal, BusinessWeek, Inc. Magazine, Reuters, Intuit, Forbes, PBS, FOX News ● Contributor and Social Media Editor for SmallBizTrends.
  50. 50. Marcus Sheridan - Sales Lion
  51. 51. Awesome doesn’t have to ask permission.
  52. 52. INTERRUPTION!
  53. 53. Nobody picks up when they see this caller.
  54. 54. Pre-checking the box is weak
  55. 55. Don’t sell until you’ve EARNED the right to sell
  56. 56. You have to be better Everyone on the web has stuff. Your stuff needs to be better and more focused to garner any attention at all. Generating content because it’s your job isn’t good enough anymore.
  57. 57. Are you paying attention? ● Have you checked your email since this started? ● How long do you wait before you look at your phone after it vibrates during a meeting? ● Are you live tweeting or Facebooking?
  58. 58. How do you plan on getting this family’s attention?
  59. 59. Attention is the new currency You are competing with every other fragment of life that is demanding your reader’s attention.
  60. 60. Nobody reads the whole page
  61. 61. You have 8 seconds An Associated Press survey conducted in January of 2012 found that the percentage of page views that last less than 4 seconds was 17%, while views over 10 minutes was 4%.
  62. 62. The Google algorithm and SEO
  63. 63. It’s harder to game the system
  64. 64. Why it’s harder to game the system Panda February 2011
  65. 65. Why it’s harder to game the system Penguin April 24, 2012
  66. 66. So What Works?
  67. 67. So What Works? ● Authoritative content ● Natural links ● Active social engagement
  68. 68. Mark Traphagen | Virante.org | @marktraphagen
  69. 69. Google Authorship
  70. 70. Where is your eye drawn?
  71. 71. More important than ranking
  72. 72. Authorship Rich Snippet Result The byline link shows all of YOUR content!
  73. 73. Authorship shows all your content spread across the web.
  74. 74. Author Stats
  75. 75. Inbound.org = Free Education!
  76. 76. Thank You Mark Traphagen Director of Digital Outreach Virante.org @marktraphagen
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