Requiem for a Guest Post: How to Move on When Old Tactics Die
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Requiem for a Guest Post: How to Move on When Old Tactics Die

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This presentation is a closer look at the SEO tactic of guestposting. It

This presentation is a closer look at the SEO tactic of guestposting. It

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  • Explanation of my role at portent
  • Explanation of my role as a writer
  • AND I’m also a consumer
  • I’m not an SEO
  • Good content UTILIZES all of SEO’s best practices, but it comes from a place of its own.
  • CAUGHT THE ATTENTION OF GOOGLE, SPAMMY LINKS PENGUIN, GOOGLE WANTS LINKS TO BE LIKE ACADEMIC CITATIONS-PLADOW PENGUING
  • PUTTING THE LINKS IN THE BIOS
  • MATT CUTTS TAKE OUT LINKS TO BIOS http://www.stonetemple.com/link-building-is-not-illegal-or-bad/
  • The cost of a guest post slide
  • Also can only guarantee one link
  • Also can only guarantee one link
  • Example slide of a typical guest post-animation that highlights the keyword links
  • Again, same post, animation of piling them up
  • Same post, different
  • Moosejaw example
  • Landing page
  • Landing pagewhatwho whywhere
  • Landing pagewhatwho whywhere
  • Landing pagewhatwho whywhere
  • Landing pagewhatwho whywhere
  • Landing pagewhatwho whywhere
  • http://academy.hubspot.com/Portals/137828/docs/7-step-guide-to-creating-a-resource-center.pdf
  • http://academy.hubspot.com/Portals/137828/docs/7-step-guide-to-creating-a-resource-center.pdf
  • They rank for so much how-to related queries. And when you rank for how-to queries, you can A) “feature” your products in the content (avoiding salesyness), B) You can develop a trust C) You can get them on mailing list or remarket to them around the web
  • Start with a planWhat are their writing resources?How much content can they produce themselves? Do they have a content team? Or will you have to write it for them/find someone to write it for them.Create content calendar – how often and when should they post. Topical? Responding to current events? Big Data studies?  This is where ideas fall be classified into the 70/20/10 buckets, as well.Can be as simple as a Google doc with a calendar templateIncludes post dates, titles, briefsCan be as simple as a title and they write.Can go as far as including outsourced writing resource information, email correspondence, etc.Include light keyword research as necessaryAll with an emphasis on TEACHING the client so they can be autonomous.
  • My coworker MichaelWeigand w
  • Start with a planWhat are their writing resources?How much content can they produce themselves? Do they have a content team? Or will you have to write it for them/find someone to write it for them.Create content calendar – how often and when should they post. Topical? Responding to current events? Big Data studies?  This is where ideas fall be classified into the 70/20/10 buckets, as well.Can be as simple as a Google doc with a calendar templateIncludes post dates, titles, briefsCan be as simple as a title and they write.Can go as far as including outsourced writing resource information, email correspondence, etc.Include light keyword research as necessaryAll with an emphasis on TEACHING the client so they can be autonomous.
  • Big Content
  • Big Content
  • Big Content
  • Courtesy of Wil Reynolds
  • Big Content
  • Big Content
  • Big Content
  • Big Content
  • Big Content
  • Courtesy of Wil Reynolds
  • Big Content
  • New technologies get the worm (get featured)
  • You have to be okay with a no-follow link. It’s about building up the authority and reputation of your brand, not the link.
  • You have to be okay with a no-follow link. It’s about building up the authority and reputation of your brand, not the link.
  • MONKEY TYPING = WRITER

Transcript

  • 1. Requiem for a Guest Post: How to Move on When Old Tactics Die By Rebecca Bridge, Content Strategist at Portent, @rebeccabridge Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com
  • 2. But That’s Not All I Am! Creative Writer •I tell stories •I write poems •I create characters •I build tiny worlds •And big ones •I make the imagined and the real come to life @rebeccabridge
  • 3. WHAT IS A GUEST POST? UH…
  • 4. Learn the language of your client. Speak clientese! -Isla McKetta, @islaisreading •Study the personas •Create a lexicon •Get the nuance right •Make content they want need Watch the entire Content Harmony presentation video here: http://bit.ly/14zBdS2
  • 5. Start with onsite content Start with onsite content, it IS the content that will build long-term authority
  • 6. Hey Girl, Landing pages and product descriptions might not be sexy, but they’re the first chance a brand has to make an impression on its consumers.
  • 7. While this has information, it doesn’t answer any of the “W” questions
  • 8. 1.What is it? 2.Who wants it? 3.Whydo they need it? 4. Where do I go next?
  • 9. Find guide for creating a resource center HubSpot PDF here: http://bit.ly/13w4oVI
  • 10. Now That’s a Lot of Resources!
  • 11. http://www.rei.com/learn/expert-advice.html
  • 12. eCommerce Day Parting Report: http://bit.ly/16xjo8Z Lead-Gen Day Parting Report: http://bit.ly/13VpTn2 Day Parting with @mwiegand! Full Webinar on the topic: http://bit.ly/13ixeNV
  • 13. Here’s One! http://bit.ly/15570Au
  • 14. Going Big…
  • 15. Doesn’t have to be that big!
  • 16. Your clients will be looking for a reason to invest in big content
  • 17. http://bit.ly/16geTSg
  • 18. http://slidesha.re/161IX1O
  • 19. dangersoffracking.com
  • 20. http://bit.ly/13uerKQ
  • 21. It’s Back!!!!
  • 22. Eric Enge: Of course, it is important to look at this in the other direction in guest posting. You should only submit articles where the quality is high enough, and the site it is going on is authoritative enough that you would be proud to share it on your own social media accounts… Of course, the quality of the content matters, and where it is published counts for a lot here too. Matt Cutts:Yes, absolutely. http://bit.ly/19u7npW
  • 23. @rebeccabridge
  • 24. Email: rebecca@portent.com Twitter: @rebeccabridge Website: www.onedogoneblog.com Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!