Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive
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Transcript of Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive
August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Leveraging Events forTriple Digit SEO Gains
David McClellanCBS InteractiveSr. SEO Analyst@hesdave
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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tl;dr: Good Planning is Everything
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
5
»Editorial
»Products
»Partners
You should be integrated within everything going on»PR
»Social
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Website Pages (products)»Fully Optimized and Offer Unique Value
» Internal Linking
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Examples of Unique Value:
»Unique Content
»Additional Videos or Pictures
»Stats and/or data
»Different Spin on Content/UX
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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»Promotion
»Syndications
Partners»Link building
»Trade Data
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Social»Gives passive link building through viral content
»Reddit (IAMA),
»Pinterest, Facebook Twitter (Q&A, Images, Unique Content)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
»Make News Using Press Releases and real news
»Use Outreach/lists
Don’ts:»Go after Press Release
submission links only
Do’s:
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
»Links
»Brand Recognition
DONE RIGHT =
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
» Internal Linking
Editorial»Types of content that will resonate
»Titles/descriptions
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
– Should include stakeholders– Discuss all strategies from each BU
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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– Should include stakeholders– Discuss all strategies from each BU
Stakeholder Buy-inOFTEN STARTS WITH SMALL WINS FIRST
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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Know When to Outsource in Preparation
Good Communication
Plan Way In Advance
Set Expectations
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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What Your Strategy Should Include
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
Use Data To Build Your Strategy
• Partner Data
• Postmortems• Analytics• Competitive Analysis• Rank Tracking and KW
Research
• Knowledge Graph Trends
• Current Events and Google • Trends
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
Postmortem Should Include:
• Plans for next year
• What you did right?• Honesty• Rankings (before and after)
• What you did wrong?
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
Data
• Webmaster Tools
• SEMRush• Analytics• Google.com/Trends• Rank Tracking and KW
Research
• LRT
• Site Search (on-site)• Backlinks (ahrefs)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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The Calm Before the Storm(Pre-Event On-Site)
• Coordination with PR & Social
• Targeted Pages Built and Optimized
• Internal Linking
• Scalable Link Building• Outreach
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
The Calm Before the Storm(Pre-Event On-Site)
• Coordination with PR & Social
• Targeted Pages Built and Optimized
• Internal Linking
• Scalable Link Building/Outreach
Links
PR
Social
Brand Mentions
SyndicationsPartnerships
Awards/Ego Bait
ReviewsBreaking News
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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During The Event Take Care of:
Combating Spam
Knowledge Graph Searches
QDF
Planning Content
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
For Knowledge Graph SearchesPlanning Content
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
For Knowledge Graph Searches
Planning Content
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
26
What Will You Do When QDF Kicks In?
Current SERPS
Historical Data
Current Events
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Detailed Post mortem
Keep Same URLs For Next Year
Continue Writing Content
Keep Pages Live
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
• David McClellan• Sr. SEO Analyst• CBS Interactive• [email protected]