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Content and seo for Tulos by Gianluca Fiorelli

Content and seo for Tulos by Gianluca Fiorelli



Gianluca Fiorelli's presentation about content marketing for Finnish audience in October 2012.

Gianluca Fiorelli's presentation about content marketing for Finnish audience in October 2012.



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    Content and seo for Tulos by Gianluca Fiorelli Content and seo for Tulos by Gianluca Fiorelli Presentation Transcript

    • Content and SEORecipes for an healthy site thanks to backlinks and social mentions Gianluca Fiorelli SEO e Inbound Marketing www.iloveseo.net/ @gfiorelli1 Associate
    • Is it Content really the King?
    • The success of sites likehttps://www.mint.com/
    • Or this onehttp://icanhascheezburger.com
    • Or thishttp://www.oyster.com/
    • Seem confirming it: Content is King
    • So, why do existsites like this one?
    • Advice: in order to not damage you eyes, I prefer to not present the link to this site.
    • Sites like that lead to this:Article Marketing: Mostly A Scam – SEOmoz: http://itseo.org/oyPJaK
    • (maybe done with a tool like this…)
    • Leading to this kind of SERPsGoogle Search: http://itseo.org/zKm9BT
    • Or this
    • Why do we want to be like Sysifus?Google Algorithm Changes History: http://www.seomoz.org/google-algorithm-change
    • (I imagine what some of you is thinking)
    • UGC 719 links from 44 root domainsPictured: A World at 7 Billion (NYTimes): http://itseo.org/wLWt7a
    • UGC 6.027 links from 372 domainsBedjumping 101 with our very own Michael Moski: http://itseo.org/wzkd0j
    • “Code” (Code is Content – Dhamesh Shah, Hubspot) 4.217 links from 728 domainsBedjumping 101 with our very own Michael Moski: http://itseo.org/wzkd0j
    • Infographics Links from 72 domains 498 Likes 184 Tweets 141 reactions in Tumblr Seen +52.511 times in Visual.lyThe Future According to Films: http://itseo.org/zgNcLqAvoid Ordinary Infographics with These 7 Steps (Blueglass): http://itseo.org/wQfEat
    • Interactive infographics 1.160 Links from 316 domains 25.000+ Likes 7.105 TweetsInteractive Music Map (Blog di Thomson.co.uk): http://itseo.org/zv1m03
    • Interactive infographics 3.502 Links from 951 domains 218K Likes 19K Tweets2010 Football World Cup by Marca: http://itseo.org/ySmGjs
    • Interactive infographics 1.184 Links from 292 domains 1K Likes 697 TweetsYou vs. John Paulson (Forex): http://itseo.org/zLKiVaMore information in this post: http://itseo.org/nNKEVy
    • Data visualization 2.527 Links from 352 domains 2864 Likes 298 SharesVisualizing Friendships (Facebook): http://itseo.org/xUZCvh
    • Data visualization 435 Links from 124 domains 94K+ views in FlickrSee something or say something: http://itseo.org/wAizFj
    • Data visualization 3694 Links from 750 domains 5Mio+ views and 16K+ likes in YouTubeHans Roslings 200 Countries, 200 Years, 4 Minutes (YouTube – BBC): http://itseo.org/xeFfBn
    • Video 231 Links from 97 domains 2Mio views and 40K+ likes 4K+ comments & 20K+ comments in YouTubeGames of Throne Violin Cover (YouTube): http://itseo.org/r0e8Ph
    • Tools (and if they are free better)
    • Many EyesMany Eyes: http://itseo.org/yR3Gg1
    • Wordle – Tagxedo - Tagulhttp://www.wordle.net/ - http://www.tagxedo.com/ - http://tagul.com/
    • The Opte ProjectThe Opte Project: http://itseo.org/xhrwed
    • Map Connection with Great CirclesHow to map connections with great circles: http://itseo.org/yJJQGU
    • Infogr.amhttp://infogr.am
    • Dipity Timelines (freemium)http://www.dipity.com/
    • Quipollhttp://quipol.com/
    • Storybirdhttp://storybird.com/
    • Storifyhttp://storify.com/
    • Best Free Tool
    • Open Data Open Data it’s a philosophy and a practice, which purpose is that certain data can be available to be consulted and used by everyone, without copyright or patents’ restrictions or any other impediment.Google Public Data: http://itseo.org/xjjX7F - World Goverment Data: http://itseo.org/ySjfmz - ManyEyes: http://itseo.org/wCv2fn - Open Knowledge Foundation: http://okfn.org/ - The Finnish Institute inLondon: http://www.finnish-institute.org.uk/ - Ok Festival: http://okfestival.org/
    • Other data sources ($$$)Factual: http://www.factual.com/Factual > Topics: http://itseo.org/zrw1oW
    • Other data sources ($$$)Examples of Apps createdwith SimpleGeo (now UrbanAirship Project Noah localmind posterous HipmunkUrban Airship: http://urbanairship.com/
    • Other sources of data ($$$)http://polymaps.org/
    • Linked Data Linked Data is a web of objects not of documents With Linked Data we can combine and query different kind of data.To know better what Linked Data are and what are the technologies at their base: http://itseo.org/Agwj2qand http://itseo.org/wuTsm2
    • Linked Data –Ad.lySuggested post: http://itseo.org/AccmSS
    • Suggested post: http://itseo.org/AccmSS
    • Suggested post: http://itseo.org/AccmSS
    • Linked Data SourcesLinking Open Data Cloud: http://itseo.org/xdI7GCOther Hub of Sources > Kasabi: http://kasabi.com/ (freemium)
    • Still nothing?
    • The magic world of APIshttp://www.programmableweb.comAPI Directory: http://itseo.org/A14pHF
    • Scraper is not just for Black Hat SEO OutWit Hub (Firefox addon) Scraper (Chrome extension) Using ImportXML Scraper Open Source and CrowdsourcedOutWit: http://itseo.org/vxqMqx - Scraper for Chrome: http://itseo.org/wi9krr - ImportXML Guide diDistilled: http://itseo.org/je868U - ScraperWiki: https://scraperwiki.com/
    • The issue with the sources
    • Experts are a tweet away from youhttp://www.followerwonk.com/
    • Content CurationContent Curation Guide for SEOs: http://www.seomoz.org/blog/content-curation-guide-for-seo
    • What if Twitter is not worth?
    • Googlehttps://www.google.com/?tbm=pts - http://scholar.google.com/ - http://www.google.com/blogsearch
    • Offline > OnlineOmnipage Professional: http://itseo.org/x7S2V8
    • Offline > OnlineI explained this idea in this video for Distilled: http://itseo.org/zJUMhs
    • We have no excuses anymore
    • Remember this question?Really is Content the King?
    • My answer Not ReallyThe User is the King
    • WHY someone (WHO) is searching The magic is here But business get fixated with thisTo know more about the concept of Golden Circle: http://itseo.org/n0NBrk
    • The secret key is in the conversationsIntroducing the Conversation Prism (Brian Solis): http://itseo.org/tMCrpv
    • How to listen the conversations Social Media Monitoring Tools Quantitative Analysis Toolswww.socialmention.com – www.topsy.com – www.trackur.com – www.comscore.com –www.quantcast.com – www.compete.com . Bonus: Quantquast Quantifier Wordpress Plugin:http://itseo.org/vTC4No
    • Create PersonasPersonas are not real… They arearchetypes of real users…defined with great precision andattention. Alan Cooper – The Inmates Are Running the Asylum To create Personas is not an exact science, but the result of data extrapolation, which we have gathered listening the conversations. We must test them and see them confirmed with Analytic.For more information see this preso by Vanessa Fox: http://itseo.org/tahTbi or thispost: http://itseo.org/tKkR8O
    • We must learn how our Personas talk
    • Then we classify the keywordsAnd start creating content based over this knowledge we have of our targeted Personas.
    • Actually exists a method for knowing exactly who isvisiting us and what words he used.
    • Would not be bad to know this data NOTE: for privacy issue we must mask sensitive data, like name and surname, but we still can pick generic information Keyword demographics script: http://ipullrank.com/code/keyword-demographics/ - Detailedinfo about keyword demographics: http://www.seomoz.org/blog/keyword-level-demographics
    • Not bad, isn’t it?
    • Give yourself a favor:Rediscover the Why of your business and create your marketing strategy over it
    • Be transparent, becausetransparency is the new gold in web marketing
    • Do not limit your budget and efforts in creating ordinary content. It is not worth the bucks
    • Be bold Be braveAnd people will love you Talk about you (and link to you)
    • Thank you