This presentation was prepared and delivered for the Chartered Institute of Marketing's Construction Industry Group digital workshop. The event was held in London in March 2011

1. Delivered at CIMCIG 17th March 2011 The Building Centre London Three Steps to Optimising Your Blog

3. Setting up your Wordpress blog

4. Thinking About Search Engines

5. Writing and Amplifying your Content

6. Three Key Takeaways

7. Is any of this important? Passion / Expertise / Authority Web Traffic / SEO Engagement / Interaction / Community

9. Demonstrates credibility and passion

10. Hosts a data capture form

11. Used as a feedback opportunity for new products

12. Ranks 1st page on Google for ‘Savile Row Tailor’http://www.englishcut.com/

14. Setting up your Wordpress blog

15. Thinking About Search Engines

16. Writing and Amplifying your Content

17. Three Key Takeaways

19. They are also how your blog posts appear to search engines

21. Could the link contain your blog post’s keywords?

22. For example:http://www.londonbloggers.net/619/blogging-challenges-2011/

23. Permalinks Customise your permalink structure: Option 1: /%post_id/%postname%/ http://www.londonbloggers.net/619/blogging-challenges-2011/ Option 2: /%category%/%postname%/ http://www.londonbloggers.net/blogging/blogging-challenges-2011/ IMPORTANT: once you set your permalink structure, you should not change it.

26. Great for SEO & traffic

28. Pings You could include: http://rpc.pingomatic.com/ http://blogsearch.google.com/ping/RPC2 http://rpc.technorati.com/rpc/ping http://api.feedster.com/ping http://rpc.icerocket.com:10080/ http://rpc.blogrolling.com/pinger/ http://api.my.yahoo.com/RPC2

30. They add extra features to enhance performance

31. There are thousands available here: http://wordpress.org/extend/plugins/

33. Subscribe To Comments

34. SexyBookmarks(by Shareaholic)

36. Akismet

37. Google Analytics

38. SI CAPTCHA Anti-Spam

39. WordPressDatabase Backup

41. Setting up your Wordpress blog

42. Thinking About Search Engines

43. Writing and Amplifying your Content

44. Three Key Takeaways

46. Out of the Box SEO for your blog

47. Enables:

48. Creation of keyword rich and friendly descriptions

49. Canonical URLs

50. Fine tuning of page navigational Links

51. Automatic optimisation of your titles for search engines

53. All in one SEO Pack

54. Categories & Tags

56. Allow you to sort your posts into related groups

57. Enable readers to easily find the content

58. Encourage readers to read more content

59. Great for search enginesTip: ensure your categories align to your keywords

61. Allow you to sort your posts into related groups of content

62. Enable readers to easily find the content they want

63. Encourage readers to spend more time on your blog

64. Great for search engines

65. Create index pages of related content E.g. http://www.klaxonmarketing.co.uk/tag/blogging/

67. Great for search engines

69. Setting up your Wordpress blog

70. Thinking About Search Engines

71. Writing and Amplifying your Content

72. Three Key Takeaways

74. There’s no time like the present

75. Develop a content calendar

76. Prepare a monthly plan of topics and content owners

77. Write and schedule to publish at specific dates and times

78. Leave time to react to industry items

80. Why? Create the opportunity to start a dialogue with your target audience

81. How?

82. Ask readers to comment

83. Post provocative content (aka link bait)

84. Reply to comments openly

85. Post regularly in shorter bursts

86. Publish at times people are likely to be reading

87. Highlight top commentors

89. Introduce why your are qualified to comment

90. Encourage people to subscribe to your RSS feed

92. Use a simple plugin to create a contact formRead: http://www.problogger.net/archives/2008/03/29/20-types-of-pages-that-every-blogger-should-consider/

93. Social Media Amplification

95. Setting up your Wordpress blog

96. Thinking About Search Engines

97. Writing and Amplifying your Content

98. Three Key Takeaways

99. Three key takeaways... Use plugins to improve functionality and SEO Amplify your content through SoMe Make your content engaging

100. Thank you Andy Bargery Managing Director Klaxon Ltd Tel: +44 (0)20 7193 6627 Email: andybargery@klaxonmarketing.co.uk Twitter: @andybargery Blog: www.klaxonmarketing.co.uk This document is for presentation purposes only and is strictly the copyright of Klaxon Ltd.