Master class, How to get traction behind your blog posts ugo smith estudio34
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We dive into how to make our blog work harder through a rigurous methodology to content marketing. It comes down to how to create remarkable content and how to discover what SEO opportunities lie beneath our target. Raise awareness and kick a** at search with this mix of tactics and tips.
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Master class, How to get traction behind your blog posts ugo smith estudio34
- 1. eStudio34 Presents How to get traction behind your blog posts
- 2. Ugo Smith Head of Search @eStudio34 es.linkedin.com/in/ugosmith/ @eStudio34 Google Qualified Partner SEO Teacher at IINM Motorcycle and Coffee Addict
- 3. @eStudio34 @UgoSmith www.estudio34.com What We Do SEO - Search Engine Optimisation SEM - Adword Campaigns ASO - App Store Optimisation SMM - Social Media Ads And we are We participate
- 4. Some of Our Clients @eStudio34 @UgoSmith www.estudio34.com
- 7. Classic Problem According to Mashable, 347 WordPress blog posts are published, 48 hours of YouTube videos uploaded 571 websites are launched every minute of every day. @eStudio34 @UgoSmith www.estudio34.com
- 8. SERPs @eStudio34 @UgoSmith www.estudio34.com A head term leads to the main objective Provides insight into how competitive it is We will often see recurring patterns: - Answer box by Google (Wikipedia most likely) - Wikipedia will always rank - Might see images and alike Interesting…. Marketo outranks the main Wiki page????? Check Hubspot and Unbounce (bang on the money) Provides insight into how competitive it is We will often see recurring patterns: - Answer box by Google (Wikipedia most likely) - Wikipedia will always rank - Might see images and alike
- 9. Getting Started: What is the Bar? 2 @eStudio34 @UgoSmith www.estudio34.com
- 10. Shortcuts Look Like This @eStudio34 @UgoSmith www.estudio34.com
- 11. The Standard… Source: Why Good Unique Content Needs to Die - Whiteboard Friday We have established there are no shortcuts To the point, considerations: User experience is a ranking factor in search algorithms Earning links overtook link building. [lets get real sometimes we need to beg] The rise of content marketing over the last five, six years has meant that there's just a lot more competition (what we saw earlier). User Expectations have increase (loading time etc) @eStudio34 @UgoSmith www.estudio34.com
- 13. Headterms ≆ Topics Source: Illustrating the Long Tail Crucial to look at Topics, meaning… We get our head term (yes you heard right) All head terms typically become part of the: - Chunky Middle - Long tail @eStudio34 @UgoSmith www.estudio34.com
- 15. Keywords and Volumes What we do Use a tool like: Semrush Domain vs Domain Sistrix Get more keywords if you need from Ubbersuggest.io @eStudio34 @UgoSmith www.estudio34.com
- 16. Keywords and Volumes How we do it Semrush Domain vs Domain gives you that. Create an excel Categorise them by Topics Which Topics are the most relevant @eStudio34 @UgoSmith www.estudio34.com
- 18. Ask The Bold Guy @eStudio34 @UgoSmith www.estudio34.com
- 19. He Will Give You Ideas It gave me 68 questions that people ask Google by searching (suggestions) What How Why @eStudio34 @UgoSmith www.estudio34.com Source: Answerthepublic.com > Lead Generation
- 20. Granular Ideas Source: Answerthepublic.com > Lead Generation Filter through What can you cover Look into what is out there contentwise @eStudio34 @UgoSmith www.estudio34.com
- 22. Inspiration What we do Use Buzzsumo.com Ahrefs.com I hear Moz.com has one too @eStudio34 @UgoSmith www.estudio34.com Source: Buzzsumo Good Reads: Why Content Goes Viral: What Analyzing 100 Million Articles Taught Us. The Content Promotion Manifesto More Techy > How to Generate Content Ideas Using Buzzsumo (and APIs)
- 23. The Dark Side What you can do Find relevant backlinks (if your themeing is correct try outreach/ guest posting) ahrefs or buzzsumo Find who are the influencers (buzzsumo) @eStudio34 @UgoSmith www.estudio34.com Source: Ahrefs.com
- 25. This Awesome Content Highlights Got Media Coverage Hufftington (like guest posting) Doubled up on the topic, check the second iteration @eStudio34 @UgoSmith www.estudio34.com
- 26. Check Marketo In Action @eStudio34 @UgoSmith www.estudio34.com
- 27. Check Marketo In Action Learnings Created a 10x piece (4K words) Used relevant terms Linked internally (28 times!) Linked externally (+10) @eStudio34 @UgoSmith www.estudio34.com Source: Seobook Spider Tool
- 28. We Practice What We Preach What we did: Decided on getting ready for Xmas. Did a lot of research on what the internet could tell us the Xmas list would look like. Produce our v.1 of a mammoth post The Objective: Earn links Get Media Coverage Ultimately get a brand to reach out to us @eStudio34 @UgoSmith www.estudio34.com
- 29. Our Results Highlights +100 keyword iterations ranking Got top 20 with no links Got some social traction @eStudio34 @UgoSmith www.estudio34.com
- 31. Recap Bear in mind when analysing the competition What is their UX like What are they answering What are they missing Visuals used Detail and Thoroughness Is it up to date? (can be a very quick win) @eStudio34 @UgoSmith www.estudio34.com
- 33. If Content is King, Promotion is Queen 7 @eStudio34 @UgoSmith www.estudio34.com
- 34. He Will Give You Ideas Promotion is key, you can use: Facebook - Use Sponsored posts and Ads Zemanta/ Outbrain - Test it out but it will showcase related content Outreach/ Guest Posting - You need to plant seeds for relevancy, guest posting about the topic will increase your signals - Get real, a bit of outreach can get awesome links @eStudio34 @UgoSmith www.estudio34.com Source: Introducing the Content Promotion Ecosystem
- 36. Target Audience @eStudio34 @UgoSmith www.estudio34.com Highlights Use your current customer base for profiling Bear this in mind as the data can go above and beyond FB Remarketing people! Target users visiting your site to invite them to see your new content.
- 38. Yandex Metrika @eStudio34 @UgoSmith www.estudio34.com Highlights Using Google Tag Manager its easy to integrate sitewide. It will create video snapshots of users behaviour Mentioned referrers?
- 39. Data @eStudio34 @UgoSmith www.estudio34.com What can you get Scroll map Video of users in action Where they click You can setup goals like filling a form Its free!
- 41. Recap Bear in mind when analysing the competition What is their UX like What are they answering What are they missing Visuals used Detail and Thoroughness Is it up to date? (can be a very quick win to update old posts) @eStudio34 @UgoSmith www.estudio34.com Do Keyword Research (suggestion, etc) Create your content Make sure you are tracking what matters Create supporting content around hte Topic (guest posts, additional internal content) Link everything together (internal and external) Find the next Topic and rinse nad repeat