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The New SEO of Content Marketing

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SEO has evolved. Online communicators now lead the way for companies to get found. Learn how smart Google is getting and find out what makes great content and how to optimize it to get found. Li

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The New SEO of Content Marketing

  1. 1. @lisagerber#demand13 @lisagerber The New SEO of Content Lisa Gerber Big Leap Creative @lisagerber Friday, June 21, 13
  2. 2. @lisagerber#demand13 @lisagerber#demandsuccess @lisagerber Jackson Friday, June 21, 13
  3. 3. @lisagerber#demand13 @lisagerber Friday, June 21, 13
  4. 4. @lisagerber#demand13 @lisagerber What did we learn? Friday, June 21, 13
  5. 5. @lisagerber#demand13 @lisagerber 1. real people with real problems Friday, June 21, 13
  6. 6. @lisagerber#demand13 @lisagerber 2. Google is getting smarter Friday, June 21, 13
  7. 7. @lisagerber#demand13 @lisagerber 3. Good SEO Friday, June 21, 13
  8. 8. @lisagerber#demand13 @lisagerber Content: owned, earned OptimizationSocial The New SEO of Content The Future of Search :: Semantic Search Friday, June 21, 13
  9. 9. @lisagerber#demand13 @lisagerber marketing Friday, June 21, 13
  10. 10. #demandsuccess#demand13 @lisagerber Today’s agenda 1. Awesome content 2. Optimize it to get found 3. Get social Friday, June 21, 13
  11. 11. @lisagerber#demand13 @lisagerber Compelling content?!?! Friday, June 21, 13
  12. 12. #demandsuccess#demand13 @lisagerber 1. Share or solve; don t shill Content Marketing Rules, Ann Handley and C.C.Chapman Friday, June 21, 13
  13. 13. @lisagerber#demand13 @lisagerber Be real Friday, June 21, 13
  14. 14. #demandsuccess#demand13 @lisagerber Be relevant: Five Content Ideas To Generate Leads 1. What are your prospects’ challenges? 2. Biggest objections or concerns about your product/service 3. Price 4. Hyperbole and Lists : Tips, Top 10 lists, X Steps to the Best ______ 5. Customer testimonials - success stories 6. Do an industry survey and share your findings Friday, June 21, 13
  15. 15. @lisagerber#demand13 @lisagerber Solve problems Friday, June 21, 13
  16. 16. @lisagerber#demand13 @lisagerber Friday, June 21, 13
  17. 17. #demandsuccess#demand13 @lisagerber Be relevant: Five Content Ideas To Generate Leads 1. What are your prospects’ challenges? 2. Biggest objections or concerns about your product/service 3. Price 4. Hyperbole and Lists : Tips, Top 10 lists, X Steps to the Best ______ 5. Customer testimonials - success stories 6. Do an industry survey and share your findings Friday, June 21, 13
  18. 18. @lisagerber#demand13 @lisagerber Friday, June 21, 13
  19. 19. @lisagerber#demand13 @lisagerber Friday, June 21, 13
  20. 20. #demandsuccess#demand13 @lisagerber Be relevant: Five Content Ideas To Generate Leads 1. What are your prospects’ challenges? 2. Biggest objections or concerns about your product/service 3. Price 4. Hyperbole and Lists : Tips, Top 10 lists, X Steps to the Best ______ 5. Customer testimonials - success stories 6. Do an industry survey and share your findings Friday, June 21, 13
  21. 21. @lisagerber#demand13 @lisagerber Friday, June 21, 13
  22. 22. #demandsuccess#demand13 @lisagerber Be relevant: Five Content Ideas To Generate Leads 1. What are your prospects’ challenges? 2. Biggest objections or concerns about your product/service 3. Price 4. Customer testimonials - success stories 5. Do an industry survey and share your findings Friday, June 21, 13
  23. 23. @lisagerber#demand13 @lisagerber Friday, June 21, 13
  24. 24. #demandsuccess#demand13 @lisagerber Be relevant: Five Content Ideas To Generate Leads 1. What are your prospects’ challenges? 2. Biggest objections or concerns about your product/service 3. Price 4. Customer testimonials - success stories 5. Do an industry survey and share your findings Friday, June 21, 13
  25. 25. @lisagerber#demand13 @lisagerber Friday, June 21, 13
  26. 26. @lisagerber#demand13 @lisagerber optimize your content Friday, June 21, 13
  27. 27. @lisagerber#demand13 @lisagerber Keywords Friday, June 21, 13
  28. 28. @lisagerber#demand13 @lisagerber Google Keyword Tool Friday, June 21, 13
  29. 29. @lisagerber#demand13 @lisagerber On-page SEO Friday, June 21, 13
  30. 30. @lisagerber#demand13 @lisagerber Meta tags Description Title URL Friday, June 21, 13
  31. 31. @lisagerber#demand13 @lisagerber Alt text Friday, June 21, 13
  32. 32. @lisagerber#demand13 @lisagerber Heading (H1 or H2 tag) Friday, June 21, 13
  33. 33. @lisagerber#demand13 @lisagerber help the bots help you moz.com Friday, June 21, 13
  34. 34. @lisagerber#demand13 @lisagerber off-page :: media and blogger outreach Friday, June 21, 13
  35. 35. @lisagerber#demand13 @lisagerber Backlinks for SEO Friday, June 21, 13
  36. 36. @lisagerber#demand13 @lisagerber Guest blogging and by-lined articles Friday, June 21, 13
  37. 37. @lisagerber#demand13 @lisagerber anchor text link Friday, June 21, 13
  38. 38. @lisagerber#demand13 @lisagerber http://blog.kissmetrics.com/google-authorship/ google authorship Friday, June 21, 13
  39. 39. @lisagerber#demand13 @lisagerber social search Friday, June 21, 13
  40. 40. @lisagerber#demand13 @lisagerber According to Nielsen Research 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. Friday, June 21, 13
  41. 41. @lisagerber#demand13 @lisagerber 1. build community Friday, June 21, 13
  42. 42. @lisagerber#demand13 @lisagerber 2. claim local pages Friday, June 21, 13
  43. 43. @lisagerber#demand13 @lisagerber 3. get reviews Friday, June 21, 13
  44. 44. @lisagerber#demand13 @lisagerber How you’ll measure it Friday, June 21, 13
  45. 45. #demandsuccess#demand13 @lisagerber Resources • Andy Crestodina • Sean McGinnis • The Sales Lion • Moz.com • Opensiteexplorer.org Friday, June 21, 13
  46. 46. #demand13 @lisagerber Thank You Lisa Gerber Big Leap Creative Integrated Communications •www.bigleapcreative.com/blog •lisa@bigleapcreative.com •@lisagerber •Slideshare: www.slideshare.com/lisagerber Friday, June 21, 13

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