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Publicity Club of Chicago Semiar



These slides are from our 3-hour content marketing seminar. Enjoy!

These slides are from our 3-hour content marketing seminar. Enjoy!



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  • Ask the audience about the sources of topics.
  • Ask the audience about the sources of topics.
  • Empathy
  • Toggle
  • 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.
  • Helpful articles do best!

Publicity Club of Chicago Semiar Publicity Club of Chicago Semiar Presentation Transcript

  • 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
  • Advertising Content MarketingInterrupt, Distract AttractOutbound InboundPaid Owned, EarnedBudget Brains
  • It’s a mega trend…
  • Howcontentworks…
  • Search + Social + Email = Content Marketing
  • Where there’s traffic, there’s hope...
  • Traffic: Social, Email, Search
  • Source: Website Traffic Sources
  • “Achieve business goals bymaximizing the impact of content.”Content Strategists…Source: Contentini
  • do they want to read?What
  • Help your audiencemake a buying decision.
  • Obvious, right?
  • Your website is the mousetrap,Your content is the cheese…
  • 1. Keywords2. Q&A Sites3. ListeningSources of Topics
  • Finding Topics: Google Suggest
  • Finding Topics: UbersuggestSource: Ubersuggest.org
  • Finding Topics: Google Keyword Tool
  • Finding Topics: Competitors’ RankSource: SpyFu.com
  • Finding Topics: Analytics
  • Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
  • Finding Topics: Quora.comSource: Quora.com
  • Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
  • Source: Deana Goldasich
  • Source: Periodic Table of Content
  • “Don’t think OF the market….think AS the market”Derek Halpern
  • Source: Ann Handley
  • Source: Ann Handley
  • …carefullyChoose YourWords
  • Source
  • • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determinedLatinate Words
  • Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop, put, mock, set
  • Choose your words
  • Choose your words
  • …but don’t dumb it downWrite like an 8th grader!Source: NN Group
  • HOW GOOGLEWORKS…it’s really not that complicated
  • Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
  • Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
  • SEO Steps: Effort and ImportanceTech.SEOEFFORTKeywordResearchOn-PageLink Building…TIME
  • 1. ChoosingKeywords
  • Keyphrases: 3 Criteria
  • Search VolumeResource: Google Keyword Tool
  • Search TrendingResource: Google Trends
  • RegionalInterestResource: Google Trends
  • • Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphraseCompetition is high if…
  • What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
  • <title>Home</title>
  • Check Link PopularityResource: Open Site Explorer
  • 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 3000
  • • Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
  • TextRelevance
  • 2. UsingKeywords
  • On-Page SEO: 4 Parts1. <title> Once at the beginning of the title2. <h1> Once in the first header3. Four to six times in the body of the page4. In links to the page from other pages
  • Internal LinkingOpportunities!
  • Rank!
  • 3. LinkPopularity
  • 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.
  • links are credibility
  • more links = more credibility
  • links from credible sites =much more credibility
  • many outgoing links =less credibility per link
  • It’s good when the link textIncludes the target keyword.
  • but if all the links include thetarget keyword, that’s bad.
  • Link Popularity and Domain AuthorityResource: Open Site Explorer
  • Domain Authority over time…“Predicts a domains ranking potential in search enginesbased on an algorithmic combination of all link metrics.”Source: SEOmoz
  • If Lance Armstrongwas an SEO…
  • RANK!
  • If Lance Armstrong was an SEO…Buying Links / Blog NetworksReciprocal Linking / Link WheelsBlog Comment SpamSpammy Guest Blogging#blackhat
  • Welcome to the dark side…
  • 2012Revenge!Penalties for…• Paid Links / Link Schemes• Over-optimized Link Text• Keyword Stuffing• Cloaking• Duplicate Content
  • Source: Sean McGinnis, Why Link Building is Hard Work
  • GUESTBLOGGING…also known as “PR”
  • Blogging vs. Guest BloggingBloggingContent = 2Links = 0Friends = 0Guest BloggingContent = 3Links = 1Friends = 2YOUYOU
  • 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?
  • Here‟s an example…
  • 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.
  • Rank Links Rank
  • So that’s how Wikipedia does it!
  • PR = LINKS = SEO… and now you know!
  • 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
  • Keep Score!Source: List.ly: Guest Posts
  • AUTHORSHIPThe Future of Search is Social
  • “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
  • Snippets vs. Rich Snippets
  • Google+ Profile = Rich SnippetGoogle+ Jumpstart Guide: http://www.orbitmedia.com/blog/google-plus-guide
  • Authorship: Two Link Method
  • Author Box …or just a few links
  • Link 1: from page to profileConnect with Andy on<a rel="author"href="https://plus.google.com/113272929328812128697?rel=author”>Google+</a>.
  • Link 2: from profile to page
  • 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.”
  • AUTHORSTATSAll your posts, all in one place…
  • Author Stats / SEO Performance
  • …even for guest posts!
  • SocialPromotionTargeted sharing…
  • Targeted Sharing
  • Schedule, Automate
  • Stats of a Social Hustler
  • PR is temporary…
  • …content is forever.X =
  • WHO…will become the great contentmarketing firm?
  • Search + Social + Email = Content Marketing
  • Ready?Let’s make some content!
  • 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!
  • Andy Crestodina@crestodinaThank you!