Focusing on your Content Marketing Strategy to Increase Organic Rankings (SEO)
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Delivered to eTail Europe 2014: Historically, as marketers, content has been our responsibility. But today, everyone seems to have a role in content development and management. While it can be one of our most powerful tools, if you don’t learn how to properly develop and distribute content, you’re spinning your wheels. Matthew Ridout explains how to best lay out your roadmap to maximize the value of your content development.
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Focusing on your Content Marketing Strategy to Increase Organic Rankings (SEO)
- 1. June 2014 – eTail Europe Focusing on your Content Marketing Strategy to Increase Natural Rankings
- 2. E TAI L 2 0 1 4 Who am I? Head of SEO at Farfetch Founded in 2008 London based e-commerce company Enables independent designer boutiques to trade on a global platform Matthew Ridout @mridout196 Head of SEO www.farfetch.com
- 3. E TAI L 2 0 1 4 Why is content marketing so important? “So we've played around with the idea of turning off backlink relevance and at least for now backlink relevance still really helps in terms of making sure that we return the best, most relevant, most topical search results”
- 4. E TAI L 2 0 1 4 The link building landscape has changed 2014201320122005 Scalable methods of building links for brands
- 5. E TAI L 2 0 1 4 The link building landscape has changed 2014201320122005 Scalable methods of building links for brands No longer an option for a sustainable strategy
- 6. E TAI L 2 0 1 4 Why content marketing so important Use tools like Majestic SEO or Search Metrics to show new/lost links Editorial, promotional, news, product or creative – recurring for most brands Content Content Content
- 7. E TAI L 2 0 1 4 What are the goals? Identify content that already exists within the business that can be leveraged for organic search Increase the reach of all marketing content to people who are more likely to share what’s been created and link back Align SEO content ideas with other departments for a seamless brand experience
- 8. E TAI L 2 0 1 4 Who’s owns marketing content? Traditionally.. Online SEO Social Media EditorialProduct Email Offline Direct PR Editorial Marketing
- 9. E TAI L 2 0 1 4 Who’s owns marketing content? More cohesive organisation of departments Marketing SEO Social Media Editorial ProductEmail PR Direct
- 10. E TAI L 2 0 1 4 Bridging department content plans Content calendars exist all through businesses.. Marketing Calendar Press Calendar Sales Promotion Dates Digital Marketing Calendar Social Activity Roadmap Resourcing HR Calendar CEOs Outlook Calendar Technical Release Schedule Will require face to face meetings Use a champion to lead project Centralise online using G-Docs
- 11. E TAI L 2 0 1 4 Bridging department content plans Start by mapping out the key activity throughout the year, from all business areas Site Redesign New Homepage Mobile App Launch New Brand Release Sale Blogger Event Social Competition
- 12. E TAI L 2 0 1 4 Building a content calendar for SEO July w/c June 2 w/c June 9 w/c June 16 w/c June 23 Editorial PR Email Social Technical Marketing Shoots VM
- 13. E TAI L 2 0 1 4 Building a content calendar for SEO July w/c June 2 w/c June 9 w/c June 16 w/c June 23 Editorial 1. Holiday Special 2. Boutique Choice 3. Swimwear Special 1. London Style Icon 2. Boutique Choice 3. Playlist Special 1. Dresses GIF Set 2. Boutique Choice 3. Reasons to Wear 1. Holiday Special 2. Boutique Choice 3. Italian Designers PR 1. Summer Announcement 1. PR Event London 1. Sale Promo 1. Product Focus Email 1. US Sale 2. Holiday Shop 1. Concept Shop Women 2. Brand Focus Men 1. Festival Dressing 2. Brand Focus Women 1. Trends Round-up 2. Men’s Shirts Social 1. Summer Competition 1. Blogger Event Photos 2. Pinterest Competition Technical 1. New CMS Features Launch 1. Mobile App Landing Page Marketing 1. Fashion Bloggers Event 1. Mobile App launch Shoots 1. Men’s Summer Style 1. Brazil Men’s 2. Shoes Special 1. Women’s Prints 1. New York Special VM 1. Concept Shop - Sport Luxe 1. Colour Codes 2. Vintage 1. Transition Pieces 2. Leather Accessories 1. Sandal Edit High – Link Opportunity, Relationship Building, brand visibility, visits and sales Mid-Level – Brand Visibility, Relationship building, visits Lower – Brand Visibility, visits
- 14. E TAI L 2 0 1 4 Keyword targeting based on content Create an SEO checklist for each department Sensor check that any content is going to benefit natural search Will help increase the return from all areas of the business From regular editorial content to larger campaigns ACTION
- 15. E TAI L 2 0 1 4 Creating content within Content What types of content asset formats work best for SEO? Videos Widgets Interactive Infographics Competitions Animated GIFS Hangouts All these formats give people a reason to link to your website/content
- 16. E TAI L 2 0 1 4 Creating content within Content What types of content in content works best for SEO? Standard Website Content Standard Website Content Standard Website Content Standard Website Content Standard Website Content Blog Link Blog Link Blog Link News Site Pickup Good return?
- 17. E TAI L 2 0 1 4 Creating content within Content What types of content in content works best for SEO? Standard Website Content Standard Website Content Standard Website Content Standard Website Content Standard Website Content Creative SEO Asset Creative SEO Asset Creative SEO Asset Creative SEO Asset Creative SEO Asset Blog Link Blog Link News Site Pickup News Site Pickup Blog Link News Site Pickup Blog Link News Site Pickup Blog Link
- 18. E TAI L 2 0 1 4 Distribution plan – Categorize your content Important considerations: Combine all the departmental content into priorities – which is likely to return the most for SEO? Outreach the highest value content to your strongest influencers Consider exclusives – secondary pickup will happen naturally July w/c June 2 w/c June 9 w/c June 16 w/c June 23 High 1. Summer Competition (Social) 1. Fashion bloggers event (Marketing) 1. Dresses GIF Set (Editorial) 1. Mobile App Launch (Technical) Medium 1. Summer Announcement (PR) 1. London Style Icon (Editorial) 2. PR Event London (PR) 3. Brazil Men’s (Shoots) Low 1. Swimwear Special (Editorial) 1. Product Focus (PR) 2. New York Special (Shoots) 3. Sandal Edit (VM) HIGH SEO VALUE MID-LEVEL SEO VALUE LOWER SEO VALUE
- 19. E TAI L 2 0 1 4 Distribution Plan – Extend the reach Reach only as good as the influencers you find It can take months, if not years to build a complex relationship network Outreach to influencers Reach Pickup Success? Content
- 20. E TAI L 2 0 1 4 Distribution Plan – Extend the reach Reality is that it will take time to build a reach that gets you high levels of exposure The more exposure, the more likely of pickup (as long as the content is good) Outreach to influencers Opportunity More likely pickup success Actual Reach Content
- 21. E TAI L 2 0 1 4 Distribution Plan – How to extend the reach? Use tools to promote your content Increase the chances of a new influencer discovering content Promotes content to very specific demographics Targeted based on interests, location, device, age, gender Set daily budgets and cost per stumble Can see who engages with content – use in the future manually $80 Free! www.stumbleupon.com/pd
- 22. E TAI L 2 0 1 4 Distribution Plan – Target Content Content PR Contacts Social Media Email Campaign Journalists SEO Influencers Extended Reach New Influencers Normal Business Distribution SEO Targeted Distribution Good Pickup Very Good Pickup Excellent Pickup
- 23. E TAI L 2 0 1 4 Remember the 3 Goals Identify content that already exists within the business that can be leveraged for organic search Increase the reach of all marketing content to people who are more likely to share what’s been created and link back Align SEO content ideas with other departments for a seamless brand experience
- 24. June 2014 – eTail Europe Questions? Matthew Ridout @mridout196 Head of SEO www.farfetch.com
Editor's Notes
- Set the scene Before I talk about content marketing we need to understand why links are still a valid method of improving organic search Quote by Matt Cutts Illustrates that certainly for the short – medium term links are still going to be essential
- Explain some of the history about how google has gradually closed the door on scalable link building methods in a bid to reduce manipulation Still leave people with uncertainty about how to build links naturally Google is trying to reduce the way its search results are manipulated Old link building methods do not work any more Good quality links still improve organic results So many people are confused about how they can generate links to their websites So how do we build natural links?
- Starting point is always analysis of key competitors in your vertical – use tools like Moz, Search Metrics or Majestic SEO For those in more mature stages of SEO campaigns you can monitor new links – will notice that most, certainly those from the most valuable authority places link to content Typically editorial stories, promotions/giveaways, news or SEO content What you’ll see is that the only tool that you have left is content
- When starting to define your strategy its good to keep these three goals in mind Use these
- Typically offline and online departments all create content which are siloed occasionally at times in the year some of these will overlap
- Having a centralised combined force will allow for much better quality content to be released All channel considerations will be taken into account
- Content calendars usually exist all around businesses – depending on the size it could even be just one guys weekly work calendar The plans exist – these should be reviewed and combined to form a holistic marketing content calendar It will take time to understand what plans exist within a business You WILL need to arrange meetings to discuss what’s up-coming Utilise tools like Google Drive and drop box to share documents Identify the “larger” business milestones and use that as a starting point Secondly add the biggest milestones for each Assign SEO value to each milestone (scale) Prioritise with distribution, biggest returns SEO Values based on goals – which is likely to be shared, get links, start discussions
- A good start is to map out where you key activity and strategies take place throughout the year These are usually a great starting place for building content to amplify current plans
- Once you have the bigger campaigns and strategies in place it’s time to map out departmental plans on a weekly level
- Once everyone has entered their content plans in the calendar then it’s time to QA against SEO value Looks for well timed seasonal pieces, creative angles, formats of content you know will work well The idea is to build content assets to support whatever is planned to get a better organic/link return If there are few or no opportunities then use your creative team/agency to come up with them – suggest them to the team and enter them in
- Besides content campaigns where you create assets normal marketing content should always be QA’d for SEO Train someone in the department on the basics Create a checklist for the wider team to use – make it part of the process
- Creative assets provide more reasons to link back Copy the asset with a link embed Copy asset and link to source
- First one we had done of this nature Involved the bloggers Did not ask them to write up, left it up to them