Post on 08-May-2015
description
Tips & tools for effective SEO and brand recognition
• 14 Years Digital Marketing – Last 6 in Australia
• Core areas expertise – SEO, SEM, Content marketing & Social
• Agency and Client roles – Starcom, Steak Digital, Aegis - Columbus,
Match.com – currently of Bespoke Agency
• Ecommerce experience – John Lewis, The Good Guys, Officeworks,
Roger David, Adore Beauty, JJB Sports
Who Am I?
@bespoke_agency
www.bespokeagency.com.au
au.linkedin.com/in/martincarlill
Tips & tools for effective SEO and brand recognition
Google Algorithm Updates #1 Google are taking spam seriously
#2 Google are rewarding unique & useful content
#4 Intent & relevancy is still key to success
#3 Google are penalising for over-optimisation
Over 200 different signals to determine rankings
500+ changes to the algorithm every year
There are been some big casualties……
FRAMEWORK
Framework
Production• Research• Data collection• Data Analysis• Content
production• Visual design
Promotion• Owned social
promotion• Outreach• Paid Amplification
Planning• Keyword research• Ideation• Content theme
creation• Content types
Data driven content
Cycle of SEO, content and social
Image Source: TopRank
• You have covered technical and on-site SEO fundamentals
• You have good internal site content• You have a decent understanding of your audience
• Buyer Personas• Audience Personas
Business Example: Outdoor FurnitureSells everything you might need to satisfy your outdoor furniture needs. Full e-commerce site.
A few assumptions
CREATING LI(KE)NKABLE ASSETS & STICKY CONTENT
Li(ke)nkable assets & Sticky contentContent generation is hardIts time consumingResource heavyNon StopOnly the beginningCost effective?
Source: Moz .com - http://moz.com/blog/what-kind-of-content-gets-links-in-2012
Li(ke)nkable assets & Sticky contentContent generation is hardIts time consumingResource heavyNon StopOnly the beginningCost effective?
“The 500 word blog post is dead”68% more likes than shorter posts
Source: Moz .com - http://moz.com/blog/what-kind-of-content-gets-links-in-2012
1500 Words +
Li(ke)nkable assets & Sticky content
Image Source: NewsVend
‘Halo’ or ‘skyscraper’ content• Data & research driven• Long form • Mix of curated and unique content• Build your authority on a subject• Provides a resource for influencer &
content outreach• Provide fuel for your social channels• Hub for diversified content production• Low cost• Easy to scale
http://www.problogger.net/archives/2013/03/05/heavyweight-help-the-complete-guide-to-getting-started-on-pinterest
http://www.quicksprout.com/2014/03/24/6-ways-to-make-sure-you-never-get-an-algorithmic-penalty-from-google/
PLANNING
Keyword Research
RelevanceAre the terms relevant to the
website?
VolumeIs there volume against these
terms to generate traffic?
CompetitivenessHow strong are the competitive
sites?
FeasibilityDo we have sufficient resource
to rank highly?
Category research
Keyword ToolsSearch volumes, keyword
popularity, keyword trends, PPC data
Keyword selection Optimisation
Competitive dataScraping competitor
sites, search landscape analysis
Data from audience & persona research
On-Site OptimisationTweak meta-data, headings, content, internal links, IA, etc
Keyword MappingStart mapping keywords to
category/sub-category/content pages
Creating ContentCreate new category? New blog
post? New content hub?
Identify GapsAre there valuable keywords that
have not been mapped?
Map Keywords (& content) Based on Intent
Awareness
Interest
Consideration
Purchase
outdoor furniture
timber outdoor furniture
jarrah outdoor benches
buy jarrah outdoor bench
• Articles - Disruptive• Blog posts - Disruptive• Trend reports• Research• Curated content
• Web site content• Landing pages• Webinars• eBooks• Buyer guides
• Product reviews• Pricing guides• Product demos• Video• Case studies• Customer feedback
• How to’s• Tip sheets• Tutorials
Garden ideas
Garden design ideas
Tool Kit: Keyword researchGoogle Keyword Planner
Great for mining keyword ideas and search volume data.
TIP: Use [exact] match
Google Webmaster Tools
Export a list of keywords that drove traffic to the website
TIP: Search Traffic > Search Queries
Ubersuggest.org
Great for mining Google Suggest data
Soovle.com
Pulls “suggest” data from up to 15 search engines (eBay & Amazon as well)
Ideation sourcesGoogle suggestYoutube SuggestYahoo AnswersQuora
Planning: Ideation & Content Theme Creation
Your customersListen to them, ask them questions. Quick polls and surveys are great ways to do this.Your competitorsAlways good to keep an eye on what other people is doing.
Planning: Ideation & Content Theme Creation
‘Halo’ Content ThemesGarden ideas
Outdoor design ideasOutdoor entertaining ideas
Keywords
Audience Research
Market research
• Articles - Disruptive• Blog posts - Disruptive• Trend reports• Research• Video
• Web site content• Landing pages• Webinars• eBooks• Buyer guides
Awareness
Interest
Garden design search volume: 14140
Halo content themesEach themes comprises 3-10 sub sections/themes
Garden ideasSmall yard designsBackyard design ideasFront yard design ideasGarden design for petsBackyard wedding ideas
Working title: Ultimate guide to Garden design: 86 ideas to inspire
Tool Kit: Planning
Yahoo Answers
Great for mining ideas & content topics from real questions
TIP: Write questions not keywords
Quora
Great for mining ideas & content topics from real questions
TIP: Use the AU version
Scrape Box
Powerful tool for scaping ‘suggest’ info from multiple sources
TIP: Set up .com.au search engines
PRODUCTION
We have our content theme & working title – what next?‘halo’ content is data & research drivenMix of curated & unique content
Curated content research: Switch it to autoGoogle advanced operator searchesGoogle alertsHarvest tweets
Production: Curated Content Data Research
Curated content research: Switch it to autoGoogle alertsGoogle advanced operator searchesHarvest tweets
Production: Curated Content Data Research
Curated content research: Switch it to autoGoogle alertsGoogle advanced operator searchesHarvest tweets
What do you get• Spreadsheet with
data sources
What to do• Data analysis –
sort under your sub content themes
• Categorise – images, blogs, resources tools
• Set a side a day
Production: Curated Content Data Research
Production: Build your ‘halo’ content
Use it up• Build quarterly and
annual updates• Re-tell everyone its
there• Breaking down the
content improves outreach conversion
• Good “halo’ content should be lasting years not months
Breakdown again• Whitepapers• Complementary blog
post• eBook• Slideshare• Webinar• Smaller data graphic• Delivery insert
We have our content theme & working title
We have our data led curated content research – what’s next?
Where to publish: Blog v Content Hub
Content HubREI.com
BlogIconic.com.au
What do your customers want?
Tool Kit: Production Research
Zapier
Low cost way to connect web apps
TIP: Use existing zaps to save time
Keyword Mixer
Quick and easy to use tool for creating query strings
Google Alerts
Set and forget way to monitor
TIP: Use labels in Gmail for easy filtering
keywordmixer
PROMOTION
“Content is king, but distribution is queenand she wears the pants.”Jonathan Perelman, BuzzFeed
OutreachOutreach to the sources/data creatorsOutreach to anyone who as cited the dataOutreach to anyone who might want to cite the data
Promotion: Outreach
Source: Groove HQ outreach template
Gather contact details
Outreach
Be clear on the outcomes you are looking for
Tool Kit: Outreach
SEO Gadget Contact tool
Quick and easy way to grab contact details
URL: http://seogadget.com/cleanup-contact-easily-gather-link-data/
BuzzStream
Enterprise level tool, for those serious about outreach
URL: http://www.buzzstream.com/link-building
Outreachr
Powerful tool to collect website data and outreach targets
URL: http://www.outreachr.com/
Promotion: Organic Promotion
OutreachSocial Channels
Digital PR
Build in targeted updates about
your content into your email
comms.
Research, qualify and contact.Long term
process find influencers and
engage them
Tailor your posts to the channel. Don’t use the same updates
across all
If you have something to say
then say it and distribute to news outlets
10-20 views per 1000 fans
Organic Promotion will only get you so far
Source: socialmediatoday.com/tara-urso/2281751/your-facebook-pages-organic-reach-about-plummet
The party over‘free’ organic reach on social channel is decreasingOrganic real estate has decreasedContent overload – cut through clutter
Promotion: Paid Amplification
Quality Content
Retargeting
StumbleUpon
Sponsored Tweets
OutbrainZemanta
DiggIts
Paid Search
YouTube Sponsored
VideosBenefits•Low costs CPC’s/CPM’s
•Advanced targeting – psychographic, attitudinal
•Control
•Low barrier to entry
Key takeaways
Production• Long form ‘halo’
content• Plan ongoing content
production• Rinse and repeat
Promotion• Use your content to
connect with influencers
• Test and learn paid amplification
Planning• Find content themes
that will help build your authority
• Automate the research and planning
TIPS & TOOLS FOR EFFECTIVE SEO AND BRAND RECOGNITION
Thanks