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10 Ways To Make Google (and Your Audience) LOVE Your Website

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Talk from SMX Paris and iDate 2015 on how to make Google love your website using SEO and content marketing in the online dating sector.

Published in: Marketing

10 Ways To Make Google (and Your Audience) LOVE Your Website

  1. 1. 10 Steps to Make Google (and Your Audience) LOVE Your Website Kevin Gibbons Managing Director BlueGlass
  2. 2. WWW.BLUEGLASS.COM 2 The Goal = Make Google & Your Audience Love Your Website! How we leveraged content marketing to build WeLoveDates into an online authority over the short, medium and long-term...
  3. 3. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 3 1) Who’s Your Audience? Think about your customers: ● Who are they? ● What do they like? ● Where do they hang out? (online & offline) www.blueglass.co.uk @blueglass
  4. 4. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 4 2) What Do They Want to See? “The story is everything, it’s our job to tell better stories” Kevin Spacey HEAD LINE MAIN HEAD LINE Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book www.blueglass.co.uk @blueglass
  5. 5. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 5 3) What Has Worked Well Before? Research and learn from the top content in your sector using tools like Buzzsumo www.blueglass.co.uk @blueglass
  6. 6. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 6 4) How Well Are You Doing It? Export Google Search Console/Google Analytics data to classify into 3 key groups: 1) 1-5 Positions - top performing terms 2) 6-20 Positions - top growth opportunities 3) 21+ Positions - new keyword & content opportunities www.blueglass.co.uk @blueglass
  7. 7. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 7 5) Where’s the Opportunity? Understand WHAT success looks like and WHERE it’s going to come from (This is an example of our content gap analysis to pinpoint category level SEO opportunities) www.blueglass.co.uk @blueglass
  8. 8. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 8 6) Where’s Your Low-Hanging Fruit? Review content you already have and can improve it... Be prepared to cull some too! HEAD LINE MAIN HEAD LINE Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book www.blueglass.co.uk @blueglass
  9. 9. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 9 7) Secure Quick Wins by Producing “Better” Content Pick a target keyword/topic & create the best content you can. We updated 50 city pages to turn into local dating guides for each specific location. This was much better content than previous boilerplate content and had a quick impact to improving rankings. www.blueglass.co.uk @blueglass
  10. 10. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 10 8) Build into More Creative & Bigger Campaigns Turn good content, into great campaigns to earn authority coverage and links, unimaginable from traditional SEO. www.blueglass.co.uk @blueglass
  11. 11. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 11 9) Let the Small Wins Build into Bigger Wins Keep your strategy focused, so that you can see it unfold: 154% increase in organic traffic from Feb 2015 to May 2015 for target city level pages. www.blueglass.co.uk @blueglass
  12. 12. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 12 10) Rinse & Repeat Once you’ve proven content marketing works on a small scale, do it again… And again! www.blueglass.co.uk @blueglass
  13. 13. WWW.BLUEGLASS.COM 13 Summary = Make Google & Your Audience Love Your Website! How we leveraged content marketing to build WeLoveDates into an online authority over the short, medium and long-term... ● Social media engagement ● SEO (long-tail) ● Authority links ● Digital PR coverage ● Referring traffic Short-Term ● Content strategy ● SEO (head / competitive phrases) ● Page/category level link authority ● Email subscribers ● Social followers/fans MidTerm ● Platform ● Branding ● Audience building ● Direct traffic ● Domain authority ● Thought leadership LongTerm
  14. 14. TALLINN Vilmsi 47, Tallinn 10126 Estonia +372 56 451 798 info@blueglass.ee www.blueglass.ee ZÜRICH Blueglass Interactive AG Tellstrasse 31 CH-8004 Zürich +41 44 542 40 00 info@blueglass.ch www.blueglass.ch LONDON 45 Leather Lane London EC1N 7TJ United Kingdom +44 (0)207 242 0142 info@blueglass.co.uk www.blueglass.co.uk www.blueglass.co.uk @blueglass Kevin Gibbons Managing Director kgibbons@blueglass.com

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