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

Email

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

Facebook

LinkedIn

DiggIts

Paid Search

Reddit

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