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Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive

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Big events and seasonal surges provide sea changes in traffic levels for those ahead of the curve. What if you could win big with your team plus a little preparatory analysis? Learn to ride the wave of popularity and wrangle big events to harvest SEO and traffic like big brand media does, again and again. Peek at the processes and pointers to learn:

How does research prepare you to ride the trend
What paid, earned and owned resources must be set up
How to recruit internal stakeholders vital to success
Who do you empower during the event - social, influencers, media
How to extend the win with after-effects, not after-thoughts

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Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive

  1. 1. August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Leveraging Events for Triple Digit SEO Gains David McClellan CBS Interactive Sr. SEO Analyst @hesdave
  2. 2. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive 2
  3. 3. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive 3 tl;dr: Good Planning is Everything
  4. 4. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive 4
  5. 5. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 5 » Editorial » Products » Partners You should be integrated within everything going on » PR » Social
  6. 6. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 6 Website Pages (products) » Fully Optimized and Offer Unique Value » Internal Linking
  7. 7. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 7 Examples of Unique Value: » Unique Content » Additional Videos or Pictures » Stats and/or data » Different Spin on Content/UX
  8. 8. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 8 » Promotion » Syndications Partners » Link building » Trade Data
  9. 9. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 9 Social » Gives passive link building through viral content » Reddit (IAMA), » Pinterest, Facebook Twitter (Q&A, Images, Unique Content)
  10. 10. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies » Make News Using Press Releases and real news » Use Outreach/lists Don’ts: » Go after Press Release submission links only Do’s:
  11. 11. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies » Links » Brand Recognition DONE RIGHT =
  12. 12. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies » Internal Linking Editorial » Types of content that will resonate » Titles/descriptions
  13. 13. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies – Should include stakeholders – Discuss all strategies from each BU
  14. 14. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 1 – Should include stakeholders – Discuss all strategies from each BU OFTEN STARTS WITH SMALL WINS FIRST
  15. 15. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive 1 Know When to Outsource in Preparation
  16. 16. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive 16 What Your Strategy Should Include
  17. 17. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies
  18. 18. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies •Partner Data •Postmortems •Analytics •Competitive Analysis •Rank Tracking and KW Research •Knowledge Graph Trends •Current Events and Google •Trends
  19. 19. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies •Plans for next year •What you did right? •Honesty •Rankings (before and after) •What you did wrong?
  20. 20. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies •Webmaster Tools •SEMRush •Analytics •Google.com/Trends •Rank Tracking and KW Research •LRT •Site Search (on-site) •Backlinks (ahrefs)
  21. 21. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 2 •Coordination with PR & Social Targeted Pages Built and Optimized •Internal Linking •Scalable Link Building •Outreach
  22. 22. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies •Coordination with PR & Social •Targeted Pages Built and Optimized •Internal Linking •Scalable Link Building/Outreac Links PR Social Brand Mentions Syndications Partnerships Awards/Ego Bait Reviews Breaking News
  23. 23. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 2
  24. 24. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive
  25. 25. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive
  26. 26. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 2
  27. 27. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 2
  28. 28. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive Big Brand Success Case Studies 2
  29. 29. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive 2
  30. 30. @hesdave August 11–14, 2014 | #CZLSF | @ClickZLive • David McClellan • Sr. SEO Analyst • CBS Interactive • david.mcclellan.sd@gmail.com

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