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UnSuck your Blog: How to Plan, Structure, and Promote Your Blog Post for the greatest SEO impact


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In this talk, Adam Chronister outlines three specific and repeatable content strategies he uses to attract massive amounts of blog traffic. You will learn how to siphon other peoples brand equity to boost your blog's traffic and engagement.

Published in: Marketing
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UnSuck your Blog: How to Plan, Structure, and Promote Your Blog Post for the greatest SEO impact

  1. 1. Hello! I am Adam Chronister SEO Strategist You can find me at @adamchronister 1
  2. 2. 2
  3. 3. Why Content Marketing
  4. 4. Content Marketing 4 A strategic marketing approach focused on creating and distributing valuable, relevant and, consistent content to attract and retain a clearly defined audience... - Content Marketing Institute
  5. 5. MYTH #1 Content Marketing is a Sales Play
  6. 6. How We Think Content Marketing Works 6
  7. 7. Place your screenshot here 7 Surfing The Web “I Wonder What’s New on Twitter”
  8. 8. Place your screenshot here 8 Blog Awareness This Looks Interesting.. I’m Going to Click on it. Place your screenshot here
  9. 9. Place your screenshot here 9 Product Awareness What's This?? Oh they Sell Something?...
  10. 10. Place your screenshot here 10 Product Conversion Shut Up and Take My Money Place your screenshot here
  11. 11. How Content Marketing Really Works 11
  12. 12. Place your screenshot here 12 Surfing The Web “I wonder what's new In SEO?” … Next
  13. 13. Place your screenshot here 13 More.. Surfing The Web “Anything Interesting on Reddit?” …
  14. 14. Place your screenshot here 14 Even More.. Surfing The Web “Lets try Twitter instead”
  15. 15. Place your screenshot here 15 Brand Introduction First Touch Point
  16. 16. Place your screenshot here 16 Brand Interaction Initial Interaction
  17. 17. A Few Weeks Later 17
  18. 18. Place your screenshot here 18 Brand Reintroduction
  19. 19. A Month After First Touchpoint 19
  20. 20. Place your screenshot here 20 Product Research Search For: “Best All in One SEO Suite Side by Side”
  21. 21. Place your screenshot here 21 Brand Reintroduction Initial Brand Interaction
  22. 22. Place your screenshot here 22 Brand Reintroduction Initial Brand Interaction
  23. 23. The Reality Content Marketing is a Brand Play 23
  24. 24. MYTH #2 If you build it, They Will Come
  25. 25. But It’s Really Great Content?? 1. Spent Hours Writing a Blog Post 2. Publish the Blog Post 3. Check The Traffic 4. And…..Crickets So what went wrong? 25
  26. 26. Things You Didn’t Do 1. Consider Your Audience 2. Prove Your Idea has Viability 3. Competitive Research 4. Keyword Research 26
  28. 28. Competitive Research 28 The Competition The Competition The Competition You Determine what content is already getting traction.
  29. 29. 29 Google Research Using Google, Search for some terms related to your product or service 1. Search: Top SEO Blogs 2. Selected:
  30. 30. 30 Buzz Sumo After determining who your content competitors are, head over to BuzzSumo and enter in your competitors URLs 1. Added: 2. To:
  31. 31. 31 Buzz Sumo Identify what competitors posts are receiving the most shares and engagement. 1. Reviewed Relevant Post 2. Identify Good Candidates
  32. 32. 32 Identify Content Identify competitor content that you might be able to emulate. 1. Reviewed Relevant Post 2. Identify Keyword / Keyword Themes
  33. 33. 33 Uber Suggest Identify what keywords related to the topic get traffic 1. Add: Keyword ( how to promote your website ) 2. To:
  34. 34. 34 Uber Suggest Identify what keywords related to the topic get traffic
  35. 35. 35 SEM Rush Identify what kind of traffic your competitors blog posts are receiving 1. Add: 2. To:
  36. 36. 36
  37. 37. 37 Skyscraper Technique ● Finding link-worthy content ● Create something better ● Share what you’ve written
  38. 38. 38 Skyscraper Technique Word Count: 4,183 Multimedia: Video & Images
  39. 39. 39 Skyscraper Technique Word Count: 5,500 Multimedia: Video & Images + Infographic, Downloadable PDF,
  40. 40. 40 Similar Content Check out who has posted content similar to yours 1. Searched Google: “Guide to promote your website”
  41. 41. 41 Who is Linking To Competitor Content Check out who is linking to your competitors content 1. Sites linking to
  42. 42. 42 Outreach Email
  43. 43. 43
  44. 44. ROUNDUP POST
  45. 45. 45 Roundup Post A roundup post is a compilation of expert answers to a single question.
  46. 46. 46 Why I Love... Roundup Post ● The Content Is (mostly) Done For You ● It’s a Great Excuse to Interface With Top Players in Your Industry ● You can Place Yourself Next to Top Players ● Built In Incentive to Share your Post
  47. 47. 47 Identity Question/s
  48. 48. 48 Google Form ● Make sure it's easy for them to contribute.
  49. 49. 49 Find Influencers 1. Searched: “Who to Follow on Twitter for SEO
  50. 50. 50 Go in for the Ask ● Make sure you provide a deadline ● Send out a reminder, if you don't get a reply
  51. 51. 51 Publish & Promote ,
  52. 52. 52 Share Request ● Respond to each contributor letting them know the post is live ● Provide easy links and instructions for social sharing ● Ask for them to share the post.
  53. 53. 53 Further Promotion ● Repurpose the Blog Post Content ● Each Contribution can be its own social post.
  54. 54. 54 The Impact
  55. 55. 55
  56. 56. Ego Bait
  57. 57. 57 Ego Bait "Ego Baiting" is any activity that attempts to engage influencers to further amplify your work either via their website or via social media.
  58. 58. 58 Types of Ego Bait ● Guest Posts ● Interviews ● Expert Roundups
  59. 59. 59 Tutorial Post ● If there is product or service you leverage in your business or a well- known brand you interface with, why not promote it while also promoting your own knowledge and know- how? ● This results in a Win/Win.
  60. 60. 60 Who Gets Value... ● SEMRush ● My Clients & Prospects ● Me
  61. 61. 61 Free Promotion ● Free Promotion from a large brand. ● Shared my post / brand with their audience. 3x
  62. 62. 62
  63. 63. MYTH #3 More is Better
  64. 64. 64 Google Panda Algorithm Update ● In early 2011, Google announced the Panda algorithm update, which was a game-changer that forced everyone online to reevaluate their approach to web content. ● Panda penalized thin content, duplicate content, low-quality content, content farming, high ad-to-content ratios, poor content tied to affiliate links, and more. ● Crawl Budget is Limited
  65. 65. 65 Update Your Post ● Updated 2018 to 2019 ● Added 3 more tips (5 to 8) ● Added a custom embed Youtube video ● Reshared the post via social.
  66. 66. 66 The Impact 200% increase in traffic
  67. 67. 67 Less is More ● Don’t write 5 blog post, write one blog post with enough content to make up 5 post. ● Continually update older post ● Treat your blog post like Wikipedia entries
  68. 68. 68
  69. 69. HOW TO Structure your post
  70. 70. Headline Number - Add a number to your title. (Titles with number get more clicks via search) Keyword - Add info to the title the communicates that it’s actionable. (Now, Right Away, Instant, etc) Actionable - Add info to the title the communicates that it’s actionable. (Now, Right Away, Instant, etc) 70 16 Amazing Ways to Promote your Website that will instantly improve your blog readership.
  71. 71. First Paragraph Keyword - Make sure your keyword appears in the first paragraph of the copy and that the topic is clear immediately. Introduction - Make sure that you start your intro (hook) with the outcome the reader (searcher) is looking to achieve. Actionable - Add info to the title the communicates that it’s actionable. (Now, Right Away, Instant, etc) 71 Intro - Outcome
  72. 72. First Paragraph Ex. Someone searching for Ways to Promote your Website might be presented with an opener like… “Looking for new Ways to Promote your Website that are guaranteed to bring you more traffic? We have compiled an exhaustive list of some of our favorite website promotion tactics. 72 Intro - Outcome
  73. 73. Second Paragraph Make sure to outline the benefits that readers will get from your post. Ex. “In this post, we will provide you with insider tips on attracting qualified traffic to your website. When implemented these suggestions will help you grow your audience and readership while providing you with a new pool of leads and prospects. 73 Benefit
  74. 74. Third Paragraph Give the readers a preview of what your content has to offer. Ex. “In our guide we showcases 16 actionable tactics we used to double our blog readership in less then 6 months. We will outline a few ways to attract more organic traffic into your website, then discuss the impact of backlinks and finish by outlining ways to leverage social media for traffic growth. ● Levegering Organic Traffic ● How to Build High Authority Links ● Social Signals Impact on Traffic and Rankings 74 Benefit
  75. 75. The Takeaway ● Understand the Objective and Outcome ● Start with data ● Build upon what you have already created ● Utilize your Network 75
  76. 76. 76 Thanks! Any questions? You can find me at @adamchronister & Visit us @ FREE Website Grader The Slide Deck