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The importance of
content marketing
and avoiding the
wrath of Google

Presenter: Jose Tuchado
Date:
October 30th, 2013
Location: London
Who am I?









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.”
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
“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
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
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”
How do we use

Content at

Richard Rogers
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
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
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
When we’ve got an

What do we do with it?
Let’s look at the basics

What do people search for?

Make sure your content is not duplicated original, compelling

and fresh!!!
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.
Infographics
Do they work?
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/
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
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.
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
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.
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.
Thank you
Find me in
http://about.me/truchado
Twitter: TruchadoSEO
Email: jose@truchado.com

LinkedIn: http://uk.linkedin.com/in/josetruchado/

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Content Marketing & Avoiding the Wrath of Google - Search London

  • 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?        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.
  • 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/

Editor's Notes

  1. Download link here: http://www.flickr.com/photos/cubagallery/3540475536/sizes/o/in/photostream/
  2. Download link here: http://www.flickr.com/photos/cubagallery/3540475536/sizes/o/in/photostream/
  3. Image reference: http://www.architectureserved.com/gallery/CasaBlanca/5893537