Jose Tuchado presented on the importance of content marketing and avoiding penalties from Google. He discussed his background leading SEO teams and starting internet companies. The presentation covered defining content marketing, the history of the term, and Bill Gates' view of content as king in 1996. Tuchado provided examples from Expedia of successful content like infographics and videos that were distributed through PR channels. He emphasized creating unique, relevant content for users and engaging with influencers to distribute content through social media.

1. The importance of
content marketing
and avoiding the
wrath of Google
Presenter: Jose Tuchado
Date:
October 30th, 2013
Location: London

2. Who am I?
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Currently leading the SEO team at Expedia
Entrepreneur with more than 15 years of experience in
developing internet projects
I’ve started around 10 internet projects/companies
Worked with companies such as Expedia, Thomas
Cook, Delta Airlines, Travers Smith, Eurostar, etc
Managed more than 150 people throughout my career
Built my first website in 1996
Published my first book about Online Marketing in
1998 (in Spanish)
Still remember when the Search Engine battle had
several major players
Twitter: @TruchadoSEO
http://about.me/Truchado
What am I going to talk about
☀
“Content marketing is any marketing format that involves
the creation and sharing of media and publishing content in
order to acquire customers. This information can be
presented in a variety of formats, including news, video,
white papers, e-books, infographics, case studies, how-to
guides, question and answer articles, photos, etc.”

3. I created my first website in
1 9 96
1 1
The phrase "content marketing" was used as early as 1996, when
Rick Doyle led a roundtable for journalists at the American Society
for Newspaper Editors

4. “Content is where I expect much of the real money will
be made on the Internet, just as it was in broadcasting.”
William Henry Gates III - 1996
Content
Is king
Bill Gates wrote an essay in 1996 titled
“Content is King” something that, albeit
overused and hated by some, still seems as
relevant today as it was back in 1996
http://classicweb.archive.org/web/20010126005200/http:/www.microsoft.com/billgates/colum
ns/1996essay/essay960103.asp

5. Content &Distribution
Outreach
PR
01 02 03 04 05
No content makes any sense if it doesn’t
reach it’s target audience.
 Think of your target audience
 Research what has already been done before
 Define your angle, be personal, be your own brand
 Be Social!
 Try sending your content out, get people interested
on it.
Any content strategy should be
include a distribution strategy as
well
Viral

6. The power of people or
What Susan Boyle Taught Me
“Social Media was no longer a means of sharing but
a way of engaging people and building
relationships that drive any website from obscurity
to success”

7. How do we use
Content at
Richard Rogers

8. Content
Success was driven but being able to have semi-relevant
content for as many keyword combinations as possible
For a organisations as big as Expedia, scalability of strategies
is very important but …
Richard Rogers

9. We don’t always get it right
Often big brands suffer from their own
success sometimes, but the important lesson
is to learn from our mistakes and to not
repeat them in the future

10. On a site as large as Expedia, a good part of the SEO
strategy is preventing future penalisations by
cleaning up legacy content that might be
considered as spam by future updates or links
that while worked in the past, but that might be
penalised by penguin iterations.
Content cleanup can also serve as a good link juice
recall as pages that no longer exist may have had an
authority that can be forwarded to fresher content.
risk of
penalisation
“
Use GMT as a
housekeeping tool
that will allow
you to find
“hidden pockets”
of link juice and
potentially
harmful links
algorithm
updates

11. When we’ve got an
What do we do with it?

12. Let’s look at the basics
What do people search for?
Make sure your content is not duplicated original, compelling
and fresh!!!

13. We also team with our
Users
They can help us create better and
more useful content. We use local
experts to create content that will be
relevant to user going to a destination.

14. Infographics
Do they work?

15. Infographic
London vs NY
We created an infographic comparing both capitals to
help indecisive travelers to choose one destination or the
other.
The infographic was distributed through PR channels and
was published by several important media websites such
as Time Out.
Concept:
Date:
Cost:
Services:
London – NY
comparison
2012
$750
• Link Building
• PR
http://now-here-this.timeout.com/2013/03/06/infographic-london-vs-nyc-in-numbers/

16. London Videos
London Videos
For the London Olympics we collaborated
with PR, Email Marketing and PPC to
produce a series of videos about attractive
places in London
The videos where subtitled in 9 different
languages and although in some countries
were more successful than others they
resulted in an average of 10 – 30 links
from media outlets per video
Concept:
Date:
Tourist Videos
2012
Cost:
$400
Clients:
9 different Expedia POS
Services:
http://www.youtube.com/watch?v=p2BJqbmk5Dw
• Link Building
• PR
• Email Content

17. Bloggers outreach
Relationships with bloggers can be mutually
beneficial but it’s all about the relationship you
build with them and how you collaborate, it
doesn’t have to always end in a link to your site.

18. Hummingbird Update
Hummingbird is paying attention to every word in a query, rather than particular words
trying to understand the meaning of the query and the intent of the searcher

19. Create content for
People
As Google understands more the
user’s intent when searching,
website owners are more in need of
unique expert content that will
attract people to their sites.
Providing that kind of content
ensures a long lasting presence in
search results.

20. 4 steps
think & listen
Be creative but think of the person
that will use your content, many
times we concentrate in ideas that
would work for us but may not work
for other users, know your target and
make sure you offer something he or
she is interested in
That will allow you to create content that won’t ever get penalised
research
One you define your own brand and
your unique selling points research
what people are searching for when
searching for the content you are
producing, try to give it a twist so
you are not offering the same thing
your competitors are using
engage
distribute
Social is a great tool, not only for
marketing your site to your target
audience but also as a research
tool. Learn who is an influencer in
your sector and engage with them,
perhaps a piece of content written
by an influencer will work better than
those dodgy links you are building.
it’s not always about you placing
content in other people’s sites.
No matter how big your budget is,
find means to distribute your
content, if you have done a good job
in the previous step you have done
half the work. Remember that your
content is no good if it can’t be
found.

21. Thank you
Find me in
http://about.me/truchado
Twitter: TruchadoSEO
Email: jose@truchado.com
LinkedIn: http://uk.linkedin.com/in/josetruchado/