Date post: | 13-May-2015 |
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Business |
Upload: | vertical-measures |
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Grow Your Business with Search & Content Marketing: 8 Steps
ARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK
About Your Presenter…
• President of Vertical Measures in Phoenix, AZ• Founder and past President of the Arizona Interactive
Marketing Association (AZIMA)• Instructor for the Content Marketing Institute• Author of Accelerate! Move Your Business Forward Through
the Convergence of Search, Social and Content Marketing
Twitter: @ArnieK #HostingCon
Google Panda Update
• Biggest Google Algorithm update in years!• 100% Algorithmic, No Manual Changes• Clobbered Content Farms & Article Sites• Even YOUR website could be affected if you
have pages with weak content• More Coming with Respect to Cleaning Up
Spam on the Web (IMO)
Twitter: @ArnieK #HostingCon
“Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.”
– Matt Cutts & Amit Singhal (WSJ – 2/28/11)
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
Companies Are Getting It!
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
#1 Develop Your Strategy
• Why are you creating the content you are creating? • Who is your audience and who are you?• What will you measure? What does success look like?
What is different a year from now?• Where do you plan to publish your content?• When & how will you develop your content? (Calendar!)
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
#2 Keyword & Market Research
• Brainstorm for keyword phrases your customers use when searching (low cost hosting service)
• Use your research to build targeted content • Think long-tail!• Try tools like:
– Google keyword suggest & instant search– Google Adwords keyword tool– Bing’s Commercial Intent
Twitter: @ArnieK #HostingCon
Online Market Research
• Check trending topics on Twitter, Yahoo and MSN• Look at answer sites like Yahoo Answers, Quora,
Facebook or LinkedIn• Check Google’s Discussions in search• Check sites like Digg, StumbleUpon, Reddit and Mixx. • Use OpenSiteExplorer.org to see what your competitors
are doing that is working!
Twitter: @ArnieK #HostingCon
Long Tail is the Key!
Twitter: @ArnieK #HostingCon
Identify Types of Content to be Created
• Your research determines what types of content your audience prefers and consumes.
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
#3 Create Great Content
5,473 backlinks from 54 unique domains, 88,000 views
Twitter: @ArnieK #HostingCon
Brainstorm for Powerful Ideas
• Who should be involved?– Customers, Staff, Friends, Events
• What should we create?– Content that builds trust– Content that educates– Customer generated content– Other people’s content– Content that converts
• And remember, customers don’t care about YOU!
Twitter: @ArnieK #HostingCon
Examples
20,000 back links from 500 domains
22,132 backlinks from 259 domains
Twitter: @ArnieK #HostingCon
Benefits of an On-Site Blog• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back –
have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers*
*Hubspot
Twitter: @ArnieK #HostingCon
How Often Should We Post?
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
#4 Must Optimize Your Content
• Content is found through social media and search engines – so optimize it!
• Web pages, News, Local, Images & Videos1. Links pointing to your content2. Titles & title tags (viewed in results)3. Description meta tag (viewed in results)4. Image alt text tags 5. H1 Tag (headline tag – only one!)6. URL structure (short & include KW’s)7. Page load times
http://googlewebmastercentral.blogspot.com/2011/04/sharing-advice-from-our-london-site.html
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
#5 Promote Your Content• Understand who your
customer is and where they are online.
• Conduct PR and blogger pitches
• Develop relationships & build partnerships
• People share your ideas, link to your content.
• Those references and citations will help with rankings
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
#6 Distribute or Repurpose Content
• RSS feeds• Email Campaigns• Article Syndication• Web 2.0 Sites• Social Media Sites• Video, Photo, Presentation & Podcasts sites• These links will help your rankings!
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
#7 Build Links to Your Content
• Identify low hanging fruit– Internal links– Blog & forum participation
• Targeted Links via…– Competitive research for similar content– Use search operators to find opportunities
• Ask your clients & suppliers for links!– Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link
• When all else is equal, links win!
Twitter: @ArnieK #HostingCon
Twitter: @ArnieK #HostingCon
#8 Measure!
• Measure for successes… and failures• Check your rankings, traffic, conversions and
other key metrics• Focus on the strategies that are providing the
best ROI and keep rolling out the content
Twitter: @ArnieK #HostingCon
Results Like This…
19 out of top 25 landing pages
Twitter: @ArnieK #HostingCon
All 8 Steps Matter
When all the links in the chain work together, just as in a bicycle chain,
the net effect is acceleration!
Twitter: @ArnieK #HostingCon
Available on Amazon
Additional Resources
• SEO Educational Videos:– http://www.verticalmeasures.com/resources/seo-tutorial-videos/
• Internet Marketing & Related Webinars:– http://www.verticalmeasures.com/webinars/
• How-To Books– http://www.verticalmeasures.com/store
Twitter: @ArnieK #HostingCon
Thank You!
FacebookLinkedIn Group
@VerticalMeasure
Contact: 888-476-1881 www.VerticalMeasures.com
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