Foredrag om bruk av content marketing i sammenheng med søkemotoroptimalisering (SEO) på Yggdrasil-konferansen (#ygg14) 31. mars - 1. april 2014 i Tønsberg.

1. Kim
Nygaard
SEO-­‐spesialist
Godt innhold eller god synlighet?
Ja takk – begge deler!

2.
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Driving Digital Performance
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3.
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CLICK
TO
ADD
TITLE
3

4.
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HVA
ER
CONTENT
MARKETING?
4

5.
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GODT
SAGT!
5

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TITLE
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2012,
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HVA ER SEO?
7

8.
Driving Digital Performance
8
HUMMINGBIRD

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2012,
iProspect,
Inc.
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reserved.
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13. PERFORMANCE THROUGH CONTENT
BOUGHT
CREATIVE ASSET
PRODUCTION
SEARCH
CREATIVE
SOCIAL AD
COPY
EARNED
OFFSITE
CONTENT
CREATION &
DISTRIBUTION
OWNED
ONSITE
CONTENT
CREATION
CRO CONTENT
CREATION &
STRATEGY
INFO-
GRAPHICS
EVENTS
APPS
GUIDES
LANDING
PAGES
PRODUCT
DESC.
VIDEO

14. CONTENT DELIVERY
PRODUCTION
WORKFLOW
GOVERNANCE
DISTRIBUTION
CONTENT
STRATEGY

16.
Driving Digital Performance
Click
to
add
text
START
MED
Å
DEFINERE
HVA
DU
SKAL
LAGE
INNHOLD
PÅ
16
Søkeordsanalyse!

17. Hvordan
ser
kundereisen
din
ut?

18. A:en;on
Interest
Search
Ac;on
Share
A:en;on
Interest
Desire
Ac;on
Passiv
kunde
Ak;v
kunde

19.
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2012,
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HVORDAN OPPFØRER VI OSS PÅ NETT?
19
• 22%
av
oss
bruker
mer
enn
11
søk
før
vi
bes;ller
en
reise
• 30%
av
oss
bruker
mer
enn
2
uker
fra
det
første
søket
;l
vi
booker
en
reise
• 20%
av
oss
bruker
bare
generiske
termer
(ikke
brand)
når
vi
søker
e:er
reise

20.
Copyright
©
2012,
iProspect,
Inc.
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rights
reserved.
Driving Digital Performance
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21.
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©
2012,
iProspect,
Inc.
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rights
reserved.
Driving Digital Performance
CLICK
TO
ADD
TITLE
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22.
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2012,
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rights
reserved.
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MUFFINS ELLER CUPCAKES?
22

23.
Copyright
©
2012,
iProspect,
Inc.
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rights
reserved.
Driving Digital Performance
CLICK
TO
ADD
TITLE
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24.
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2012,
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rights
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Bruk søkeordet i……
24
• URL
• Title-tag
• Overskrifter
• Tekst
• Interne lenker
• Meta descriptions
• Tagging av bilder og video

25.
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2012,
iProspect,
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rights
reserved.
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Kort oppsummert….
25
• Det er ingen motsetninger mellom godt innhold og synlighet (SEO)
• SEO = godt og brukervennlig innhold
• Sørg for at de som produserer innhold også kan SEO
- så får du dobbel effekt av din Content Marketing J

26.
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©
2012,
iProspect,
Inc.
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rights
reserved.
Driving Digital Performance
TAKK!
26
•
@kimnygaard