The Beginner's Guide to Blog Optimization & Content Promotion
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Transcript of The Beginner's Guide to Blog Optimization & Content Promotion
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But first, who am I and why should you care?
Ryan Stewart • Write for Moz, Search Engine Journal, Ahrefs,
SitePoint, Unbounce….and more.
• Done SEO and digital strategy for SapientNitro, Accenture, Department of Defense and more.
• These are the exact methods I’ve used to grow site (and organic) traffic aggressively month over month for 8 months.
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0 – 37,957 Pageviews in 6 Months
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Google any “Miami SEO” related keyword
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An SEO View of Content…
USER BOTS
Historically…
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An SEO View of Content…
2015 and beyond…
USER BOTS
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The 2 basic sides of ranking.
RANK
CRAWL Step 1: Search engines have to first be able to find and crawl a webpage to understand what it is truly about.
Step 2: From there, search engines need to understand the ranking signals of a page and how popular and rank-worthy it truly is.
In general, most of your webpages will be crawled, but only a few will actually rank.
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Why “content is [really] king”.
Putting keywords on a page will only get you indexed – rankings comes from inbound links, social activity, online PR and building a buzz around your website. It’s difficult to generate an online buzz with sales type content. For that reason, great content is a cornerstone for SEO. There are 3 pieces to content driven SEO:
1. Keyword planning 2. Content creation 3. Content distribution and promotion
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How to pick the right keywords.
Part One
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10
Keywords that people are searching for (primary and secondary)
Google Keyword Research Tool - https://adwords.google.com/KeywordPlanner
Picking the right keywords.
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11
Topical trends
Google Trends – www.google.com/trends
Digging into trends in your vertical.
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12 Moz Keyword Difficulty Tool - https://moz.com/researchtools/keyword-difficulty
• Google’s algorithm pulls from overall trust and authority of a website.
• The higher the trust + authority, the higher a site will rank.
• They key to success is finding keywords that align with your goals and have lower competition in the SERPs.
Picking keywords based on competitive behavior.
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How to create great content.
Part Two
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Why are you doing this?(think bigger than just ‘traffic’)
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Build an Audience Profile Who are they? • Jobs, location, etc
Where do they spend time online? • Facebook? Forbes?
LinkedIn? How can you add value? • Check forums, Quora,
BuzzSumo, etc
John Doe VP Marketing Uses LinkedIn, reads Forbes and Moz, uses SlideShare frequently Checks headlines daily, reads on weekend from mobile Looking for content on developing techniques, case studies that work
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Create content people want to read
1. What information is your audience
actively seeking? Quora is a great place to start.
2. What information are you actively seeking? Pick pain points that you actively need help with.
3. Have you done anything cool lately? People respond well to data, case studies, etc
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Understand that different content types rank different.
Short form
Examples: Q&A posts, opinion blog posts, review posts. Quora threads are a perfect example of a short form content. Remember, content marketing doesn’t always take place on your website. Crafting a well thought out response to a thread is a tremendous way to spread your reach.
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Understand that different content types rank different.
Long form
Examples: Round up posts, in depth topic discussions, posts with a lot of images. These posts are really good to target complex industry problems and add your own unique take on it. They work best when you have a ton of data to back up your claims. This is key - make sure you can back up your argument.
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Understand that different content types rank different.
FAQ / Wiki Examples: Definitions, posts addressing specific industry questions, knowledge sections. Google ranks a ton of wiki answers for specific questions. They’re a great way to inject specific knowledge onto your site.
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Understand that different content types rank different.
Slide shows Examples: Power Points, SlideShare docs A great type of content for B2B. They’re versatile because you can embed them within a post or on social networks (LinkedIn).
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Understand that different content types rank different.
Videos Examples: Self explanatory. Video is quickly becoming the most consumed media type on the web. Video is great for communicating complicated messages and teaching difficult skills. What’s more valuable are the additional distribution channels. YouTube is the second most used search engine on the planet - the only way to steal that traffic is with video.
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Understand that different content types rank different.
“Ultimate” guides Examples: http://webris.org/content-marketing/ We love ultimate guides because they perform well across multiple channels, rank well in organic search, great linkable asset and it’s the best way to demonstrate your knowledge on a subject. These have become our number one marketing tool - they work!
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Retool your content • Create videos based on
it • Create a PowerPoint doc
and upload to SlideShare • Create an infographic
from the main points • Write guest blog posts
about specific portions of it
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Structure it for search • URL • Title and header tags • Images (compressed
for speed too!) • Navigation (where will
the content live)
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If you're not interested, they won't be either
Interesting content comes when you are truly interested.
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Don’t hold back. Don’t worry what people will
think. Have a voice. Have an opinion. Be a
human. Be yourself.
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How to promote the $h!t out of it.
Part Three
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Owned1
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Email your people
Push to social
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Repurpose across channels
Use your email signature
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Update social profile links
Notify influencers of your content
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Call on your relationships
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Earned2
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Post to forums
Get active in communities
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Post to forums
Get active in communities
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Social media groups
Blog comments
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Reporter outreach
Link roundups
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Resource pages
Fix broken links
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Write for high visibility blogs
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Paid3
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Start with retagerting people who have been
to your site.
Then build lookalike audiences.
And again.
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Take out a press release (for the content, not
business)
Sponsor a post
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Run ads on social
• Facebook • Instagram • Twitter • Reddit • StumbleUpon • Pinterest • LinkedIn • Tumblr
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“Promoted stories” /
syndicated content
Leverage influencers
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Pay for an email blast
Take out video advertisements
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Do this and you’ll get this…
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And this!
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THANK YOU!
Ryan Stewart
Twitter: @RyanWasHere Facebook: /hellowebris Email: [email protected] Site: http://webris.org Site: http://ryanwashere.com