Tips and tools for effective SEO and brand recognition - eCommerce Expo Melbourne
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Tips and tools for effective SEO and brand recognition - eCommerce Expo Melbourne

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My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you......

My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you can use and how this fits into your wider SEO and content efforts. enjoy.

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  • Varying degrees of depthProvide a framework to follow so you can have effective SEO & Brand recognition
  • Take a sustainable approach
  • Follow framework to emulate the cycle
  • Basis is in SEORank well, drive traffic, provide fuel for your social channels and future content development
  • Basis is in SEORank well, drive traffic, provide fuel for your social channels and future content development
  • Lookbeyond your ‘product set’ keywords
  • Validate your keyword research by see what people are looking for

Transcript

  • 1. Tips & tools for effective SEO and brand recognition
  • 2. • 14 Years Digital Marketing – Last 6 in Australia • Core areas expertise – SEO, SEM, Content marketing & Social • Agency and Client roles – Starcom, Steak Digital, Aegis - Columbus, Match.com – currently of Bespoke Agency • Ecommerce experience – John Lewis, The Good Guys, Officeworks, Roger David, Adore Beauty, JJB Sports Who Am I? @bespoke_agency www.bespokeagency.com.au au.linkedin.com/in/martincarlill
  • 3. Tips & tools for effective SEO and brand recognition
  • 4. Google Algorithm Updates #1 Google are taking spam seriously #2 Google are rewarding unique & useful content #4 Intent & relevancy is still key to success #3 Google are penalising for over-optimisation Over 200 different signals to determine rankings 500+ changes to the algorithm every year
  • 5. There are been some big casualties……
  • 6. FRAMEWORK
  • 7. Framework Production • Research • Data collection • Data Analysis • Content production • Visual design Promotion • Owned social promotion • Outreach • Paid Amplification Planning • Keyword research • Ideation • Content theme creation • Content types Data driven content
  • 8. Cycle of SEO, content and social Image Source: TopRank
  • 9. • You have covered technical and on-site SEO fundamentals • You have good internal site content • You have a decent understanding of your audience • Buyer Personas • Audience Personas Business Example: Outdoor Furniture Sells everything you might need to satisfy your outdoor furniture needs. Full e-commerce site. A few assumptions
  • 10. CREATING LI(KE)NKABLE ASSETS & STICKY CONTENT
  • 11. Li(ke)nkable assets & Sticky content Content generation is hard Its time consuming Resource heavy Non Stop Only the beginning Cost effective? Source: Moz .com - http://moz.com/blog/what-kind-of-content-gets-links-in-2012
  • 12. Li(ke)nkable assets & Sticky content Content generation is hard Its time consuming Resource heavy Non Stop Only the beginning Cost effective? “The 500 word blog post is dead”68% more likes than shorter posts Source: Moz .com - http://moz.com/blog/what-kind-of-content-gets-links-in-2012 1500 Words +
  • 13. Li(ke)nkable assets & Sticky content Image Source: NewsVend „Halo‟ or „skyscraper‟ content • Data & research driven • Long form • Mix of curated and unique content • Build your authority on a subject • Provides a resource for influencer & content outreach • Provide fuel for your social channels • Hub for diversified content production • Low cost • Easy to scale http://www.problogger.net/archives/2013/03/05/heavyweight-help-the-complete-guide-to-getting-started- on-pinterest http://www.quicksprout.com/2014/03/24/6-ways-to-make-sure-you-never-get-an-algorithmic-penalty-from- google/
  • 14. PLANNING
  • 15. Keyword Research Relevance Are the terms relevant to the website? Volume Is there volume against these terms to generate traffic? Competitiveness How strong are the competitive sites? Feasibility Do we have sufficient resource to rank highly? Category research Keyword Tools Search volumes, keyword popularity, keyword trends, PPC data Keyword selection Optimisation Competitive data Scraping competitor sites, search landscape analysis Data from audience & persona research On-Site Optimisation Tweak meta-data, headings, content, internal links, IA, etc Keyword Mapping Start mapping keywords to category/sub-category/content pages Creating Content Create new category? New blog post? New content hub? Identify Gaps Are there valuable keywords that have not been mapped?
  • 16. Map Keywords (& content) Based on Intent Awareness Interest Consideration Purchase outdoor furniture timber outdoor furniture jarrah outdoor benches buy jarrah outdoor bench • Articles - Disruptive • Blog posts - Disruptive • Trend reports • Research • Curated content • Web site content • Landing pages • Webinars • eBooks • Buyer guides • Product reviews • Pricing guides • Product demos • Video • Case studies • Customer feedback • How to’s • Tip sheets • Tutorials Garden ideas Garden design ideas
  • 17. Tool Kit: Keyword research Google Keyword Planner Great for mining keyword ideas and search volume data. TIP: Use [exact] match Google Webmaster Tools Export a list of keywords that drove traffic to the website TIP: Search Traffic > Search Queries Ubersuggest.org Great for mining Google Suggest data Soovle.com Pulls “suggest” data from up to 15 search engines (eBay & Amazon as well)
  • 18. Ideation sources Google suggest Youtube Suggest Yahoo Answers Quora Planning: Ideation & Content Theme Creation Your customers Listen to them, ask them questions. Quick polls and surveys are great ways to do this. Your competitors Always good to keep an eye on what other people is doing.
  • 19. Planning: Ideation & Content Theme Creation ‘Halo’ Content Themes Garden ideas Outdoor design ideas Outdoor entertaining ideas Keywords Audience Research Market research • Articles - Disruptive • Blog posts - Disruptive • Trend reports • Research • Video • Web site content • Landing pages • Webinars • eBooks • Buyer guides Awareness Interest Garden design search volume: 14140 Halo content themes Each themes comprises 3-10 sub sections/themes Garden ideas Small yard designs Backyard design ideas Front yard design ideas Garden design for pets Backyard wedding ideas Working title: Ultimate guide to Garden design: 86 ideas to inspire
  • 20. Tool Kit: Planning Yahoo Answers Great for mining ideas & content topics from real questions TIP: Write questions not keywords Quora Great for mining ideas & content topics from real questions TIP: Use the AU version Scrape Box Powerful tool for scaping „suggest‟ info from multiple sources TIP: Set up .com.au search engines
  • 21. PRODUCTION
  • 22. We have our content theme & working title – what next? „halo‟ content is data & research driven Mix of curated & unique content Curated content research: Switch it to auto Google advanced operator searches Google alerts Harvest tweets Production: Curated Content Data Research
  • 23. Curated content research: Switch it to auto Google alerts Google advanced operator searches Harvest tweets Production: Curated Content Data Research
  • 24. Curated content research: Switch it to auto Google alerts Google advanced operator searches Harvest tweets What do you get • Spreadsheet with data sources What to do • Data analysis – sort under your sub content themes • Categorise – images, blogs, resources tools • Set a side a day Production: Curated Content Data Research
  • 25. Production: Build your „halo‟ content Use it up • Build quarterly and annual updates • Re-tell everyone its there • Breaking down the content improves outreach conversion • Good “halo’ content should be lasting years not months Breakdown again • Whitepapers • Complementary blog post • eBook • Slideshare • Webinar • Smaller data graphic • Delivery insert We have our content theme & working title We have our data led curated content research – what‟s next?
  • 26. Where to publish: Blog v Content Hub Content Hub REI.com Blog Iconic.com.au What do your customers want?
  • 27. Tool Kit: Production Research Zapier Low cost way to connect web apps TIP: Use existing zaps to save time Keyword Mixer Quick and easy to use tool for creating query strings Google Alerts Set and forget way to monitor TIP: Use labels in Gmail for easy filtering keywordmixer
  • 28. PROMOTION
  • 29. “Content is king, but distribution is queen and she wears the pants.” Jonathan Perelman, BuzzFeed
  • 30. Outreach Outreach to the sources/data creators Outreach to anyone who as cited the data Outreach to anyone who might want to cite the data Promotion: Outreach Source: Groove HQ outreach template Gather contact details Outreach Be clear on the outcomes you are looking for
  • 31. Tool Kit: Outreach SEO Gadget Contact tool Quick and easy way to grab contact details URL: http://seogadget.com/cleanup-contact-easily-gather-link-data/ BuzzStream Enterprise level tool, for those serious about outreach URL: http://www.buzzstream.com/link-building Outreachr Powerful tool to collect website data and outreach targets URL: http://www.outreachr.com/
  • 32. Promotion: Organic Promotion Email Outreach Social Channels Digital PR Build in targeted updates about your content into your email comms. Research, qualify and contact. Long term process find influencers and engage them Tailor your posts to the channel. Don’t use the same updates across all If you have something to say then say it and distribute to news outlets
  • 33. 10-20 views per 1000 fans Organic Promotion will only get you so far Source: socialmediatoday.com/tara-urso/2281751/your-facebook-pages-organic-reach-about-plummet The party over „free‟ organic reach on social channel is decreasing Organic real estate has decreased Content overload – cut through clutter
  • 34. Promotion: Paid Amplification Quality Content Retargeting Stumble Upon Sponsored Tweets Outbrain Zemanta Facebook LinkedIn DiggIts Paid Search Reddit YouTube Sponsored Videos Benefits • Low costs CPC’s/CPM’s • Advanced targeting – psychographic, attitudinal • Control • Low barrier to entry
  • 35. Key takeaways Production • Long form ‘halo’ content • Plan ongoing content production • Rinse and repeat Promotion • Use your content to connect with influencers • Test and learn paid amplification Planning • Find content themes that will help build your authority • Automate the research and planning
  • 36. TIPS & TOOLS FOR EFFECTIVE SEO AND BRAND RECOGNITION Thanks