Unleash The SEO Animal - SchipulCon 09


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Looking for Viral Marketing and Linkbait? Matthew Inman shares the comics and quizzes he has created to generate links and high Google rankings for his sites. Search Engine Optimization for the creative side, Unleash the SEO Animal shows how you too can create your own viral campaign.

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Unleash The SEO Animal - SchipulCon 09

  1. 1. UNLEASH THE SEO ANIMAL How Search Can Help Your Site Matthew Inman Jonti Bolles John-Michael Oswalt
  2. 2. JOHN-MICHAEL OSWALT (JMO) <ul><li>Schipul – The Web Marketing Company </li></ul>
  3. 3. MATTHEW INMAN <ul><li>Oatmeal </li></ul>
  4. 4. Linkbait and Viral Marketing <ul><li>How to use zombies and dinosaurs to dominate SEO. </li></ul>
  5. 5. Mingle2 – Free Online Dating <ul><li>Within 6 months of launch: </li></ul><ul><ul><li>Over 100,000 links built </li></ul></ul><ul><ul><li>Ranking for every major dating keyword </li></ul></ul><ul><ul><li>2 million page views </li></ul></ul><ul><ul><li>Acquired by a competitor </li></ul></ul><ul><li>  Within 2 years of launch </li></ul><ul><ul><li>40 million page views a month </li></ul></ul><ul><ul><li>1+ million members </li></ul></ul><ul><ul><li>One of the biggest free dating sites in the world </li></ul></ul>
  6. 6. SEO: the short, short version <ul><li>Pick a word or phrase </li></ul><ul><li>Get a bunch of links to a webpage about that word </li></ul><ul><li>Rank at Google </li></ul>
  7. 7. What is Linkbait? <ul><li>Linkbait is content you create that gets people to link to you. </li></ul><ul><li>Primary benefit: builds links and in turn elevates your search rankings </li></ul><ul><li>Secondary benefit: massive exposure to your website </li></ul>
  8. 8. Quizzes
  9. 9. The right way to make a quiz
  10. 10. ZombieHarmony <ul><ul><li>Millions of page views </li></ul></ul><ul><ul><li>Thousands of links </li></ul></ul><ul><ul><li>Featured in entertainment weekly magazine </li></ul></ul><ul><ul><li>Outranking competitors for dating related keywords </li></ul></ul>
  11. 11. Unicorns
  12. 12. Types of Bad Kissers
  13. 13. How to tell if your cat is plotting to kill you
  14. 14. Keeping it on topic
  15. 15. Can you hear this?
  16. 16. How much booze would it take to kill you?
  17. 17. When links don’t matter
  18. 18. How to make great linkbait <ul><li>Create easily digestible content </li></ul><ul><li>Your product + [something weird, controversial] </li></ul><ul><li>Top 10 [ whatever ] you probably don’t know about [ whatever ] </li></ul><ul><li>Seek inspiration on social sites and traditional mediums </li></ul><ul><li>Having a good graphic designer, writer, or coder really helps </li></ul>
  19. 19. Things not to do <ul><li>Don’t try and sell your product inside the linkbait </li></ul><ul><li>Don’t spam the social sites </li></ul><ul><li>Don’t spend too much time on it </li></ul><ul><li>Make it look benign </li></ul>
  20. 20. Promotion <ul><li>Digg, stumbleupon, reddit, twitter, buzzfeed </li></ul><ul><li>Digg – find a power user </li></ul><ul><li>Reddit – make it like a conversation </li></ul><ul><li>Stumbleupon – just create good content </li></ul>
  21. 21. Creating the content
  22. 22. Limited Time Efforts
  23. 23. Long Term Effects
  24. 24. Tools of the Trade
  25. 25. Writing Linkbait
  26. 26. Matthew Inman, Marketing & Design Follow me on twitter: @oatmeal http://matthewinman.com
  27. 27. THANKS FOR JOINING US Schipul – The Web Marketing Company Matthew Inman matthewinman.com twitter.com/oatmeal John-Michael Oswalt (JMO) jmoswalt.com twitter.com/jmoswalt Find this presentation here: www.schipulcon.com/presentations