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#Optimize Content & Customers - Search Congress Barcelona

Lee Odden of TopRank Marketing & Author of Optimize, presentation on SEO is Marketing: Content & Customer Optimization from Search Congress in Barcelona 2012.

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SEO es comercialización
El Consumidor y la Optimización de
           contenido




          @LeeOdden
      TopRankMarketing.com
         TopRankBlog.com
           @leeodden - #searchcongress
@TopRank = Content Marketers
                    Website
     Book                                       Google+
White Papers                                      Twitter
  Articles                                       Facebook
  Guides                                         YouTube
 Webinars      TopRankBlog.com                     Flickr
Guest Posts                                      LinkedIn
    Events                                      Slideshare
                Press Releases
                  @leeodden - #searchcongress
How many of these
Google services do
    you use?




    @leeodden - #searchcongress
What if

disappeared
tomorrow?


              @leeodden - #searchcongress
@leeodden - #searchcongress
What impact would it
           
have on your marketing?




   On your business?

        @leeodden - #searchcongress

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#Optimize Content & Customers - Search Congress Barcelona

  • 1. SEO es comercialización El Consumidor y la Optimización de contenido @LeeOdden TopRankMarketing.com TopRankBlog.com @leeodden - #searchcongress
  • 2. @TopRank = Content Marketers Website Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars TopRankBlog.com Flickr Guest Posts LinkedIn Events Slideshare Press Releases @leeodden - #searchcongress
  • 3. How many of these Google services do you use? @leeodden - #searchcongress
  • 4. What if disappeared tomorrow? @leeodden - #searchcongress
  • 6. What impact would it have on your marketing? On your business? @leeodden - #searchcongress
  • 7. Google+ Dominates Search Should Google dominate your marketing? @leeodden - #searchcongress
  • 8. Maybe So, But… Why not focus optimization on: Customers Experiences Outcomes Optimizing for consumer preferences elevates SEO as a Marketing discipline. @leeodden - #searchcongress
  • 9. Shift Know Your Target Audience Consume Engage Discover @leeodden - #searchcongress
  • 10. What are they interested in? Where do they look for it? How do they prefer to consume that content? What formats and media do they like most? Why do they share & buy? @leeodden - #searchcongress
  • 11. Shift Customer Focused Optimization Audience Discover Consume Share/Act Optimize Attract Engage Inspire Interests Content Share Needs Media Buy Pain Points Social Refer Search Device Social @leeodden - #searchcongress
  • 12. Optimized & Socialized Framework Awareness > Interest > Consideration > Purchase Research Keywords Content & Optimize Customer Topics Promotion Socialize Segments Message Plan Promote Preferences Search & Topics, SEO Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose Link Building @leeodden - #searchcongress
  • 13. Shift Optimizing Robots ZRobot – Goals: • Increase product Automate your cleaning with ZRobot awareness All New Get Mean With Your Clean! • Grow networks ZRobot Dirt Terminator New series of dirt zapping robot. • Increase citations Available May 5, 2012: Small Business Pre Order Ninjas Clean Stressing Out over Dirt? in media & social Owners Save Money Without being seen! Bring in ZRobot Go Shopping Scientifically Special Offers • Increase sales Whlle Zrobot Tested Buy Now cleans for you On real dirt! @leeodden - #searchcongress
  • 14. Shift Consumer Personas: Goals Teala Eduardo Maria Small Biz Owner Single Professional Tech Savvy Mom Low cost cleaning Easy cleaning Efficient cleaning Save on office costs New tech/gadgets Save time @leeodden - #searchcongress
  • 15. Shift Customer & Content Optimization Maria: Tech Savvy Mom Buying Keywords Social Topics Content Type Cycle Time Saving Housekeeping, Blog post, articles in Awareness housekeeping tips Naptime Cleaning relevant magazines robot cleaners, What types of automated Interest automatic Demonstration video cleaners are there? Maria cleaning Mom Product feature/benefit robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors Customer Pain Points robot , Zrobot Store locator, geo-specific • No time to clean Purchase how to buy, Where can I buy a Zrobot? store pages, FB fan pages • 5 small children who spill and make Zrobot prices messes Zrobot cleaning How to get more uses from Blog posts, guest posts, Retention • Light colored carpet tips your Zrobot video • Cannot afford a weekly maid Zrobot fans, Zrobot mom user group Q Facebook Fan page, Advocacy Zrobot and A, tips Forum, Zrobot Newsletter accessories @leeodden - #searchcongress
  • 16. Shift Optimized Editorial Plan ZRobot Content Calendar Suzy Business Owner Maria Mom • Planned topics • Media • Dates • Promotion channels • Titles • Repurpose plans • Categories • Cross linking • Keywords @leeodden - #searchcongress
  • 17. Hub & Spoke Publishing How to Auto Clean Videos Webinars Enewsletter Microblogging Blog Industry Pub Testimonials Article Buying Guide Case Study @leeodden - #searchcongress
  • 18. Holistic SEO, Social & Content Blogs Keyword Focus Search Words Social Topics Social Topics @leeodden - #searchcongress
  • 19. Optimize for Awareness Awareness > Interest > Consideration > Purchase I need a clean office but my budget is small. Blog subheadings are prime for keywords. Breadcrumbs > Are > Beautiful All New Robot Low Cost Clean! Terminator Watch a Demo Video The content of the blog post appeals to the Categories: interests of the consumer Robot Cleaning Robot using language that is search Cleaning Tips cleaners? I and social media friendly. Save Time never thought Save Money of that. Efficiency Tips Tags: Keyword, Word, Key @leeodden - #searchcongress
  • 20. Optimize for Interest Awareness > Interest > Consideration > Purchase #Optimize Video Tips: Demo Videos: • Shoot video with promotion channels in mind • Host with YouTube, Vimeo • Embed video on blog, site • Optimize with keywords • Promote video via relevant social channels • Give the viewer options: Share, Refer, More Info, Purchase @leeodden - #searchcongress
  • 21. Optimize for Consideration Awareness > Interest > Consideration > Purchase Reviews & Product Pages Have you ever heard of ZRobots or robots for cleaning offices? #Optimize Reviews Tips: Clean Times Mag • Pitch your product for reviews • Monitor for organic reviews Robot Invasion! Top 10 Robot Cleaners for Your Office • Build links to positive reviews 1. ZRobot • Socially share reviews Product descriptions are good for keywords. • Promote reviews from social 2. Roombot Product descriptions are good for keywords. • Make your own product 3. Officebot comparison page Product descriptions are good for keywords. 4. Click Clean Product descriptions are good for keywords. 5. Biz Bot @leeodden - #searchcongress
  • 22. Optimize for Purchase Awareness > Interest > Consideration > Purchase Offers, Store Locator Special Offer! Store Locator Optimize for more specific topics: Order • Location • Product Special Offers Buy Now Go Shopping Whlle Zrobot Scientifically Tested • Outcomes cleans for you On real dirt! @leeodden - #searchcongress
  • 23. What Would Your Hub Look Like? ? ? ? ? ? ? ? ? ? @leeodden - #searchcongress ?
  • 24. 3 Key Questions: 1. What do your customers care about? 2. What content do you have to meet those needs? 3. What people, processes & technology will you use to optimize & socialize? @leeodden - #searchcongress
  • 26. Muchas Gracias! @leeodden - #searchcongress

Editor's Notes

  1. Image credit: http://carlosjj.deviantart.com/art/New-Google-Product-Icons-175617374
  2. Google disappearing from the web has a similar effect as your site(s) disappearing from Google, doesn't it? Of course, I don't mean just Google, but any algorithmic search engine.Focusing SEO efforts specifically on a search engine like Google, achieving great visibility and the ensuing traffic and hopefully sales is a beautiful thing. Until it goes away. If it goes away.
  3. framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
  4. Show a company website screen shot with details on a marketing "problem". Something simple like increase online sales of their product
  5. Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
  6. Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
  7. The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.
  8. mix of content types, optimized)