People all over the world are creating great content on the web, and we work hard to make that content discoverable on Google. But for users to get the best answers to their questions, it’s also important to be able to connect them with the people who are behind the amazing content on the web. To light up the people behind the webpages, we wanted to start highlighting the people creating this content in Google.com search results. People discovering information on the web often want to learn more about who created it, see other content by them, and even interact with them.
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Transcript of "Publicity Club of Chicago Semiar"
Content StrategyAndy Crestodina@crestodina
“If you have more MONEY thanbrains, you should focus on outboundmarketing.If you have more BRAINS than money,you should focus on inbound marketing.”- Guy Kawasaki
Inbound Links, BacklinksA link from a website to your site.DefinitionsLink Popularity, DomainAuthority, PageRankA measurement of credibility of a website, based onthe number and credibility of sites that link to it.Link BuildingThe act of improving the link popularity of a websiteto improve search engine rankings.
Blogging vs. Guest BloggingRound Two…content better links + real connectionsBlogging Guest Blogging Strategy
Blogging vs. Guest BloggingRound Four…Nice blog, but… This is what great web marketing looks like.Blogging Guest Blogging Strategy
Guest Blogging Tips: ResearchSearch for: [topic/industry] “write for us”…just look at all those blogs!Is the domain authority higher than yours?Is there good social activity? Shares? Comments?Is you audience likely to read this blog?Know the blog:• Read the guidelines• Recent posts• Focus on the audience
Guest Blogging Tips: The Pitch1. Connect with the editor.Build a relationship. Use social media.2. Keep it short and personalized“I read the article ‘XYZ Title’ and really enjoyed it. I think Ihave an idea for an article that your readers will reallylove. Would you be interested in that?”3. Offer to edit “happy to make any changes.”4. Offer to promote …and respond to comments5. Follow up, but don‟t be pushy
Guest Blogging Tips: The Post1. Make. It. Good.2. Make it fit. Length, formatting and images3. Optimize it! Keyword Research + On Page SEO4. Author bio: Short, sweet and HTML (rel=author)5. Link to your other content …if it makes sense6. Make it easy for them. A „no-work‟ proposition
Diminishing Returns…• 20 links on 20 domains > 20 links on 2 domains• Vary your anchor text often. Don’t over-optimize!Source: SEOmoz, What are you best tips for link builders?
LINKMAGNETS…the real secret tobuilding links and ranking higher
Step 1: Write 2000+ wordsA. Teaches something usefulB. It‟s on a topic that you loveGOAL: Write the best pageon the internet for the topic
Step 2: Pick a phraseA. Yes, people are searching for it.B. No, it‟s not too competitive.GOAL: a realistic chance of ranking
Shortcut!If yourDomain Authority is…Target keyphraseswith monthly searches of…less than 30 fewer than 100less than 50 fewer than 1000less than 70 fewer than 3000Source: Orbit Media: How to Research Keywords
Step 3: Use the phraseA. Once at the beginning of the title <title>B. Once in the first header <h1>C. Four to six times in the body of the pageD. Build links to the page from other pages onyour site. Use the keyphrase in the links.GOAL: indicate the relevance
Step 4: Not ranking on Page One?A. Write a guest post on a similar topicB. Link to the page from the guest postC. Get it posted on a site with high authorityD. Improve the page however possible!GOAL: Link, Link, Nudge, Nudge.
10 More Ways to play…1. SEO-savvy PR2. Check competitors Links (OpenSiteExplorer.org)3. Use the phone4. Sponsor Something5. Interview Someone6. Ask plagiarists to link to you (CopyScape.com)7. Ask partners, suppliers, vendors, etc.8. Run a contest9. Submit to IYPs (Internet Yellow Pages)10. Be a Member: Associations, Chambers, DirectoriesSource: SEW: 131 (Legitimate) Link Building Strategies
“Within search results, information tied toverified online profiles will be ranked higher thancontent without such verification, which willresult in most users naturally clicking on the top(verified) results.The true cost of remaininganonymous, then, might be irrelevance.”Eric Schmidt, Executive Chairman of GoogleEric SchmidtThe New Digital Age
“By seeing the person associated with thecontent instead of just a link, users can have aneasier time engaging with the person behindthe content,while at the same time more easily identifyinghigh-quality content of interest to them.”Sagar KamdarGoogle Product Manager
Wait a week …didn’t work?1. Link directly to the blog post2. Verify your email address in G+3. Rich snippets testing toolChange the “Contributor to” link so it links directly tothe actual post, rather than the general blog addressEnter the URL or HTML here:http://www.google.com/webmasters/tools/richsnippets
What’s the point? Higher CTRSource: http://www.seomoz.org/blog/google-author-photos“The final number settled down around a 35% increasein click-through rate.”
Do this tomorrow…1. Find a relevant topic2. Research keyphrases, pick a phrase thataligns with the topic3. Write 500 words, use on-page SEO4. Share it through social media5. Send it as a newsletter…then watch your Analytics jump!