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Content Marketing 201 
Search Optimization & 
Advanced Analytics 
Andy Crestodina 
@crestodina
If you have more MONEY than brains, you 
should focus on outbound marketing. 
If you have more BRAINS than money, 
you sho...
Advertising Content Marketing 
Interrupt, Distract Attract 
Outbound Inbound 
Paid (Budget) Owned, Earned (Brains) 
Hype H...
4 
The Funnel
How 
content 
works…
Traffic X Conversion Rate = Success
% 
of buying decisions are made 
before contacting a sales rep 
source: Corporate Executive Board, Marketing Leadership Co...
Search + Social + Email = Content Marketing
Traffic: Social, Email, Search
What topics do 
they want? 
It’s all about empathy…
Help your audience 
make a buying decision.
Your website is the mousetrap, 
Your content is the cheese… 
- Barry Feldman
Sources of Topics 
1. Keywords 
2. Q&A Sites 
3. Listening
Finding Topics: Google Suggest
Finding Topics: Ubersuggest 
Source: Ubersuggest.org
Finding Topics: Soovle 
Source: Soovle.com
Google 
Keyword 
Planner
#convcon @crestodina
Finding Topics: Analytics Queries
Finding Topics: Yahoo! Answers 
Source: Yahoo! Answers
Finding Topics: Quora.com 
Source: Quora.com
Finding Topics: Listening 
1. Sales Team 
2. Customer Service Team 
3. Client Stories
source: Deana Goldasich
Source: Periodic Table of Content
So let’s start 
with search… 
But how does Google work?
links are credibility
more links = more credibility
links from credible sites = 
much more credibility
many outgoing links = 
less credibility per link
Link Popularity and Domain Authority 
Resource: Open Site Explorer
Link Popularity / Domain Authority 
20 40 60 80 
Domain Authority 
Competitiveness 
#unfair
Which posts have 
ranking potential? 
Low hanging fruit is delicious!
Top content…
Find your traffic champions
The Spike and the Long Tail 
Initial spike from 
email marketing 
and social promotion 
(one week) 
20 to 40 visits per da...
Posts that rank high on page two… 
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page 
two! 
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Finding posts with ranking potential 
1. View: Search Engine Optimization > Queries 
2. Set Advanced Filter: “Average Posi...
Now for a little 
on-page SEO… 
Let’s indicate the relevance.
Use the phrase in 4 places 
A. Once at the beginning of the title <title> 
B. Once in the first header <h1> 
C. Four to si...
1. Title: Once in the beginning 
It appears above the address bar in your browser… 
…and it’s the link in Google search re...
<<ttiittllee>>HHoomme<e/<ti/ttleit>le>
2. Header: once, anywhere
3. Body: 4 - 6 Times
Don’t be too 
aggressive!
This stuff works…
Internal Linking 
Opportunities!
The Report of 
Broken Dreams 
How it your website unsatisfying?
Optimize for 
subscribers…
Before… 
After…
1900% increase. Not bad!
Why it works 
1.Prominence 
2.Promise 
3.Proof
Call to Action Conform 
#convcon @crestodina
GOOD
BAD
Find Your 
Conversion 
Champions 
Which are your most compelling posts?
Subscribers per blog post… 
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Pageviews per blog post…
Subscribers per page view per blog post 
…well hello, champions!
Let’s watch that in slo-mo…
Now put on your traffic driving gloves… 
• Put it into heavy rotation on the social streams 
• Add it to your home page sl...
BOTTOM OF 
THE FUNNEL
Testimonials = supportive evidence
Never make a testimonials page
When you say it, it’s marketing… 
When they say it, it’s social proof.
Text… 
Regardless of your age, if you’re searching for the answer to 
the question, “what do you want to be when you grow ...
…versus video
SUBSEQUENT 
CONVERSIONS
But wait! There’s more…
Subsequent Conversions…
Where there’s traffic, there’s hope...
Social Exits 
Do you really want them 
to click that?!
START HERE
source: Joe Pulizzi
source: Joe Pulizzi
source: Joe Pulizzi
source: Joe Pulizzi
“Welcome to Inc.com, the place where 
entrepreneurs and business owners 
can find useful information, advice, 
insights, r...
“Welcome to Inc.com, the place where 
entrepreneurs and business owners 
can find useful information, advice, 
insights, r...
“Welcome to Inc.com, the place where 
entrepreneurs and business owners 
can find useful information, advice, 
insights, r...
“Welcome to Inc.com, the place where 
entrepreneurs and business owners 
can find useful information, advice, 
insights, r...
“Welcome to Inc.com, the place where 
entrepreneurs and business owners 
can find useful information, advice, 
insights, r...
[our company] is where 
[our audience] gets 
[what information] that offers 
[what benefit]
Your Pages. 
Your Funnel. 
Let’s break it down.
source: Lead Generation Best Practices
Bottom Line.
Thank you! 
Andy Crestodina 
@crestodina 
orbitmedia.com
These might help…
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
Advanced SEO and Analytics - Andy Crestodina Orbit Media
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Advanced SEO and Analytics - Andy Crestodina Orbit Media

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In this session Andy moves beyond the basics and amp up your results with advanced content marketing. This session covers search engine optimization for experienced bloggers, including the specific tactics for keyword research on-page SEO and email list growth. This session is the proverbial knowledge bomb of practical content marketing advice.

Key Takeaways for Participants
** Finding Topics that will connect in search and social
** Advanced keyword research
** Competitive Analysis
** Blog optimization for both traffic and conversions
** Conversion optimization for email list growth

Published in: Marketing

Advanced SEO and Analytics - Andy Crestodina Orbit Media

  1. 1. Content Marketing 201 Search Optimization & Advanced Analytics Andy Crestodina @crestodina
  2. 2. If you have more MONEY than brains, you should focus on outbound marketing. If you have more BRAINS than money, you should focus on inbound marketing. - Guy Kawasaki
  3. 3. Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid (Budget) Owned, Earned (Brains) Hype Help
  4. 4. 4 The Funnel
  5. 5. How content works…
  6. 6. Traffic X Conversion Rate = Success
  7. 7. % of buying decisions are made before contacting a sales rep source: Corporate Executive Board, Marketing Leadership Council survey of 1900 B2B customers
  8. 8. Search + Social + Email = Content Marketing
  9. 9. Traffic: Social, Email, Search
  10. 10. What topics do they want? It’s all about empathy…
  11. 11. Help your audience make a buying decision.
  12. 12. Your website is the mousetrap, Your content is the cheese… - Barry Feldman
  13. 13. Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening
  14. 14. Finding Topics: Google Suggest
  15. 15. Finding Topics: Ubersuggest Source: Ubersuggest.org
  16. 16. Finding Topics: Soovle Source: Soovle.com
  17. 17. Google Keyword Planner
  18. 18. #convcon @crestodina
  19. 19. Finding Topics: Analytics Queries
  20. 20. Finding Topics: Yahoo! Answers Source: Yahoo! Answers
  21. 21. Finding Topics: Quora.com Source: Quora.com
  22. 22. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
  23. 23. source: Deana Goldasich
  24. 24. Source: Periodic Table of Content
  25. 25. So let’s start with search… But how does Google work?
  26. 26. links are credibility
  27. 27. more links = more credibility
  28. 28. links from credible sites = much more credibility
  29. 29. many outgoing links = less credibility per link
  30. 30. Link Popularity and Domain Authority Resource: Open Site Explorer
  31. 31. Link Popularity / Domain Authority 20 40 60 80 Domain Authority Competitiveness #unfair
  32. 32. Which posts have ranking potential? Low hanging fruit is delicious!
  33. 33. Top content…
  34. 34. Find your traffic champions
  35. 35. The Spike and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years)
  36. 36. Posts that rank high on page two… Queries Report with Advanced Filter for “Average Position” set to Greater than 10
  37. 37. Posts that rank high on page two! Queries Report with Advanced Filter for “Average Position” set to Greater than 10
  38. 38. Finding posts with ranking potential 1. View: Search Engine Optimization > Queries 2. Set Advanced Filter: “Average Position” greater than 10 3. Sort by “Average Position” 4. Confirm the rank and the post by searching for the phrase
  39. 39. Now for a little on-page SEO… Let’s indicate the relevance.
  40. 40. Use the phrase in 4 places A. Once at the beginning of the title <title> B. Once in the first header <h1> C. Four to six times in the body of the page D. Within the links to the page from other pages on your site.
  41. 41. 1. Title: Once in the beginning It appears above the address bar in your browser… …and it’s the link in Google search results!
  42. 42. <<ttiittllee>>HHoomme<e/<ti/ttleit>le>
  43. 43. 2. Header: once, anywhere
  44. 44. 3. Body: 4 - 6 Times
  45. 45. Don’t be too aggressive!
  46. 46. This stuff works…
  47. 47. Internal Linking Opportunities!
  48. 48. The Report of Broken Dreams How it your website unsatisfying?
  49. 49. Optimize for subscribers…
  50. 50. Before… After…
  51. 51. 1900% increase. Not bad!
  52. 52. Why it works 1.Prominence 2.Promise 3.Proof
  53. 53. Call to Action Conform #convcon @crestodina
  54. 54. GOOD
  55. 55. BAD
  56. 56. Find Your Conversion Champions Which are your most compelling posts?
  57. 57. Subscribers per blog post… Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
  58. 58. Pageviews per blog post…
  59. 59. Subscribers per page view per blog post …well hello, champions!
  60. 60. Let’s watch that in slo-mo…
  61. 61. Now put on your traffic driving gloves… • Put it into heavy rotation on the social streams • Add it to your home page slideshow • Link to it from your email signature • Run an ad using PPC, Facebook, etc. • Write a guest post. Link back to the page • Include it in a roundup of your best posts • Link to it from other high traffic pages
  62. 62. BOTTOM OF THE FUNNEL
  63. 63. Testimonials = supportive evidence
  64. 64. Never make a testimonials page
  65. 65. When you say it, it’s marketing… When they say it, it’s social proof.
  66. 66. Text… Regardless of your age, if you’re searching for the answer to the question, “what do you want to be when you grow up?” you are not alone. Survey after survey shows that the majority of working adults wish they could start over in a different career. They also wish they had more information and better information in making that decision and I couldn’t agree more. Choosing the right career is one of the most important decisions that you’ll make in your lifetime.
  67. 67. …versus video
  68. 68. SUBSEQUENT CONVERSIONS
  69. 69. But wait! There’s more…
  70. 70. Subsequent Conversions…
  71. 71. Where there’s traffic, there’s hope...
  72. 72. Social Exits Do you really want them to click that?!
  73. 73. START HERE
  74. 74. source: Joe Pulizzi
  75. 75. source: Joe Pulizzi
  76. 76. source: Joe Pulizzi
  77. 77. source: Joe Pulizzi
  78. 78. “Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.”
  79. 79. “Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.”
  80. 80. “Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.”
  81. 81. “Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.”
  82. 82. “Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.”
  83. 83. [our company] is where [our audience] gets [what information] that offers [what benefit]
  84. 84. Your Pages. Your Funnel. Let’s break it down.
  85. 85. source: Lead Generation Best Practices
  86. 86. Bottom Line.
  87. 87. Thank you! Andy Crestodina @crestodina orbitmedia.com
  88. 88. These might help…

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