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Content StrategyAndy Crestodina@crestodina
“If you have more MONEY thanbrains, you should focus on outboundmarketing.If you have more BRAINS than money,you should fo...
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,determined...
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) ...
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 keyphraseCompet...
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 fewe...
• Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Re...
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 t...
Internal LinkingOpportunities!
Rank!
3. LinkPopularity
Inbound Links, BacklinksA link from a website to your site.DefinitionsLink Popularity, DomainAuthority, PageRankA measurem...
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 a...
If Lance Armstrongwas an SEO…
RANK!
If Lance Armstrong was an SEO…Buying Links / Blog NetworksReciprocal Linking / Link WheelsBlog Comment SpamSpammy Guest Bl...
Welcome to the dark side…
2012Revenge!Penalties for…• Paid Links / Link Schemes• Over-optimized Link Text• Keyword Stuffing• Cloaking• Duplicate Con...
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 ...
Guest Blogging Tips: ResearchSearch for: [topic/industry] “write for us”…just look at all those blogs!Is the domain author...
Guest Blogging Tips: The Pitch1. Connect with the editor.Build a relationship. Use social media.2. Keep it short and perso...
Guest Blogging Tips: The Post1. Make. It. Good.2. Make it fit. Length, formatting and images3. Optimize it! Keyword Resear...
Diminishing Returns…• 20 links on 20 domains > 20 links on 2 domains• Vary your anchor text often. Don’t over-optimize!Sou...
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 intern...
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 fewe...
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...
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 p...
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...
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 verific...
“By seeing the person associated with thecontent instead of just a link, users can have aneasier time engaging with the pe...
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=aut...
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 toolC...
What’s the point? Higher CTRSource: http://www.seomoz.org/blog/google-author-photos“The final number settled down around a...
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...
Andy Crestodina@crestodinaThank you!
Publicity Club of Chicago Semiar
Publicity Club of Chicago Semiar
Publicity Club of Chicago Semiar
Publicity Club of Chicago Semiar
Publicity Club of Chicago Semiar
Publicity Club of Chicago Semiar
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Publicity Club of Chicago Semiar

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

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  • Remove Dates
  • Ask the audience about the sources of topics.
  • Ask the audience about the sources of topics.
  • REMOVE
  • 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!
  • Transcript of "Publicity Club of Chicago Semiar"

    1. 1. Content StrategyAndy Crestodina@crestodina
    2. 2. “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
    3. 3. Advertising Content MarketingInterrupt, Distract AttractOutbound InboundPaid Owned, EarnedBudget Brains
    4. 4. It’s a mega trend…
    5. 5. Howcontentworks…
    6. 6. Search + Social + Email = Content Marketing
    7. 7. Where there’s traffic, there’s hope...
    8. 8. Traffic: Social, Email, Search
    9. 9. Source: Website Traffic Sources
    10. 10. “Achieve business goals bymaximizing the impact of content.”Content Strategists…Source: Contentini
    11. 11. do they want to read?What
    12. 12. Help your audiencemake a buying decision.
    13. 13. Obvious, right?
    14. 14. Your website is the mousetrap,Your content is the cheese…
    15. 15. 1. Keywords2. Q&A Sites3. ListeningSources of Topics
    16. 16. Finding Topics: Google Suggest
    17. 17. Finding Topics: UbersuggestSource: Ubersuggest.org
    18. 18. Finding Topics: Google Keyword Tool
    19. 19. Finding Topics: Competitors’ RankSource: SpyFu.com
    20. 20. Finding Topics: Analytics
    21. 21. Finding Topics: Yahoo! AnswersSource: Yahoo! Answers
    22. 22. Finding Topics: Quora.comSource: Quora.com
    23. 23. Finding Topics: Listening1. Sales Team2. Customer Service Team3. Client Stories
    24. 24. Source: Deana Goldasich
    25. 25. Source: Periodic Table of Content
    26. 26. “Don’t think OF the market….think AS the market”Derek Halpern
    27. 27. Source: Ann Handley
    28. 28. Source: Ann Handley
    29. 29. …carefullyChoose YourWords
    30. 30. Source
    31. 31. • More formal• Longer (polysyllabic)• Fancy, properExamplesacquire, transmit,construct, resist,deposit, imitate,determinedLatinate Words
    32. 32. Anglo-SaxonWords• Less formal• Short (oftenmonosyllabic)• Forceful, directExamplesget, send, build, stop, put, mock, set
    33. 33. Choose your words
    34. 34. Choose your words
    35. 35. …but don’t dumb it downWrite like an 8th grader!Source: NN Group
    36. 36. HOW GOOGLEWORKS…it’s really not that complicated
    37. 37. Source: SEOmoz, 2011 Search Engine Ranking FactorsHow Search Engines Work
    38. 38. Links = How trustworthy your site isOn-Page = How relevant the page isKeyphrases = What the page is relevant toSEO (over) simplified
    39. 39. SEO Steps: Effort and ImportanceTech.SEOEFFORTKeywordResearchOn-PageLink Building…TIME
    40. 40. 1. ChoosingKeywords
    41. 41. Keyphrases: 3 Criteria
    42. 42. Search VolumeResource: Google Keyword Tool
    43. 43. Search TrendingResource: Google Trends
    44. 44. RegionalInterestResource: Google Trends
    45. 45. • Top Ranking sites are famous (wikipedia, etc.)• Lots of AdWords ads• Have title tags that begin with the keyphraseCompetition is high if…
    46. 46. What’s a <title> tag?…and it’s the link in Google search results!It appears above the address bar in your browser…
    47. 47. <title>Home</title>
    48. 48. Check Link PopularityResource: Open Site Explorer
    49. 49. 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
    50. 50. • Local (change tactics/choose another phrase)• Videos (opportunity?)• Images• Products• NewsCheck for Universal Search Results
    51. 51. TextRelevance
    52. 52. 2. UsingKeywords
    53. 53. 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
    54. 54. Internal LinkingOpportunities!
    55. 55. Rank!
    56. 56. 3. LinkPopularity
    57. 57. 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.
    58. 58. links are credibility
    59. 59. more links = more credibility
    60. 60. links from credible sites =much more credibility
    61. 61. many outgoing links =less credibility per link
    62. 62. It’s good when the link textIncludes the target keyword.
    63. 63. but if all the links include thetarget keyword, that’s bad.
    64. 64. Link Popularity and Domain AuthorityResource: Open Site Explorer
    65. 65. Domain Authority over time…“Predicts a domains ranking potential in search enginesbased on an algorithmic combination of all link metrics.”Source: SEOmoz
    66. 66. If Lance Armstrongwas an SEO…
    67. 67. RANK!
    68. 68. If Lance Armstrong was an SEO…Buying Links / Blog NetworksReciprocal Linking / Link WheelsBlog Comment SpamSpammy Guest Blogging#blackhat
    69. 69. Welcome to the dark side…
    70. 70. 2012Revenge!Penalties for…• Paid Links / Link Schemes• Over-optimized Link Text• Keyword Stuffing• Cloaking• Duplicate Content
    71. 71. Source: Sean McGinnis, Why Link Building is Hard Work
    72. 72. GUESTBLOGGING…also known as “PR”
    73. 73. Blogging vs. Guest BloggingBloggingContent = 2Links = 0Friends = 0Guest BloggingContent = 3Links = 1Friends = 2YOUYOU
    74. 74. Blogging vs. Guest BloggingRound Two…content better links + real connectionsBlogging Guest Blogging Strategy
    75. 75. Blogging vs. Guest BloggingRound Four…Nice blog, but… This is what great web marketing looks like.Blogging Guest Blogging Strategy
    76. 76. 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
    77. 77. 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
    78. 78. 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
    79. 79. 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?
    80. 80. Here‟s an example…
    81. 81. LINKMAGNETS…the real secret tobuilding links and ranking higher
    82. 82. 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
    83. 83. Step 2: Pick a phraseA. Yes, people are searching for it.B. No, it‟s not too competitive.GOAL: a realistic chance of ranking
    84. 84. 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
    85. 85. 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
    86. 86. 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.
    87. 87. Rank Links Rank
    88. 88. So that’s how Wikipedia does it!
    89. 89. PR = LINKS = SEO… and now you know!
    90. 90. 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
    91. 91. Keep Score!Source: List.ly: Guest Posts
    92. 92. AUTHORSHIPThe Future of Search is Social
    93. 93. “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
    94. 94. “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
    95. 95. Snippets vs. Rich Snippets
    96. 96. Google+ Profile = Rich SnippetGoogle+ Jumpstart Guide: http://www.orbitmedia.com/blog/google-plus-guide
    97. 97. Authorship: Two Link Method
    98. 98. Author Box …or just a few links
    99. 99. Link 1: from page to profileConnect with Andy on<a rel="author"href="https://plus.google.com/113272929328812128697?rel=author”>Google+</a>.
    100. 100. Link 2: from profile to page
    101. 101. 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
    102. 102. 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.”
    103. 103. AUTHORSTATSAll your posts, all in one place…
    104. 104. Author Stats / SEO Performance
    105. 105. …even for guest posts!
    106. 106. SocialPromotionTargeted sharing…
    107. 107. Targeted Sharing
    108. 108. Schedule, Automate
    109. 109. Stats of a Social Hustler
    110. 110. PR is temporary…
    111. 111. …content is forever.X =
    112. 112. WHO…will become the great contentmarketing firm?
    113. 113. Search + Social + Email = Content Marketing
    114. 114. Ready?Let’s make some content!
    115. 115. 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!
    116. 116. Andy Crestodina@crestodinaThank you!

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