"Algo-Proof Content Strategy"

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"Algo-Proof Content Strategy"

  1. 1. Creating a Customer-Centric “Algo-Proof”* Content StrategyMatt Ruud - Director of SEO - Rocket Clickswww.mattruud.com/presentations
  2. 2. *“Algo-Proof” means unlikely to run afoul of future algorithm updates. Author does not guarantee or warranty results. For all we know, the next big algorithm factor may be based solely upon the sheer number ofLOLCats on your site. If this happens, it’s time to pack up and go home...
  3. 3. HOW?ACT LIKE GOOGLE DOESN’T EXIST
  4. 4. SEARCH ENGINES: USERS:• CRAWL • READ • BUY / CONVERT• INDEX • SHARE • DISCUSS• RANK • LINK • SEND TRAFFIC• SEND TRAFFIC • EVANGELIZE • AND MORE...
  5. 5. CREATE WITH YOUR USERS IN MIND & YOU’LL AVOID PENALTIES
  6. 6. EVERYTHING (well,almost everything) IS CONTENT
  7. 7. TEXT BLOG POSTS FAQS ABOUTREVIEWS PAGES INFOGRAPHICSMANIFESTOSPICTURES BUYER’S GUIDES VIDEOS DESCRIPTIONSPRESENTATIONS PRODUCT AND MORE...
  8. 8. STRATEGY = PURPOSE PLAN GOAL
  9. 9. INVENTORY AUDIT PLAN
  10. 10. INVENTORYWHAT DO YOU HAVE RIGHT NOW? WHY DOES IT EXIST? HOW IS IT PERFORMING? WHERE CAN IT IMPROVE?
  11. 11. INVENTORY CRAWL YOUR SITE -SCREAMING FROG -LINKDEX -XENU CHECK INDEXED PAGESSITE: WWW.YOURSITE.COM
  12. 12. KILL ANYTHING WITHNO REASON TO EXIST...OR REPURPOSE IT
  13. 13. THINK ABOUTYOUR USERSWHAT DO THEY NEED?WHAT DO THEY WANT?
  14. 14. TO YOURANALYTICS!
  15. 15. AUDITGOAL BASED: http://bit.ly/UFpCNcREVENUE BASED: http://bit.ly/Rceo28
  16. 16. BRING IT ALL TOGETHER
  17. 17. MAKE THE MOST OF WHAT YOU’VE GOT•LOOK AT THE KEYWORD & THERESULT•ARE YOU SERVING THE USER?
  18. 18. DISCOVEROPPORTUNITIESKEYWORD RESEARCH •Google Keyword tool •UberSuggest •Google Trends •Soovle
  19. 19. PLAN
  20. 20. IMAGINE YOUR FUNNELWHERE DO THESE PAGES FIT?
  21. 21. DO SOMETHING WORTHY OF RANKING
  22. 22. SIMPLE, EFFECTIVE CONTENT IDEAS WORK BEST
  23. 23. INSERT YOURSELF SHOWCASE YOUR INTO THE TEAM CONVERSATION IDENTIFY/SOLVE BE A PROBLEM CONTROVERSIAL CURATE SHOWCASE YOUR IDEAS EVANGELIZE
  24. 24. FOR CONTENT TOSUCCEED, IT MUST BE...
  25. 25. CRAVEABLE UNIQUEVALUABLE STORIFIED – THINKSHAREABLE ARCHETYPES INTERESTINGDIGESTIBLE COMPELLINGPERSONAL & AUTHORITATIVEPERSONABLE
  26. 26. ABOVE ALL:BRING VALUE TO THE WORLD
  27. 27. FORGET:OPTIMIZED ANCHOR TEXT KEYWORD DENSITY“ON-PAGE” OPTIMIZATION
  28. 28. THREE TIPS:Be Deliberate Be Useful Be Real
  29. 29. BONUS TIP:Have Fun!
  30. 30. http://www.solidcolorneckties.com/Tie- Election-Prediction-s/527.htm
  31. 31. WHEN YOU STOP WRITING FORSEARCH ENGINES &START WRITING FOR PEOPLE...
  32. 32. www.mattruud.com/ presentations

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