Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FORECASTING and FORESHADOWINGCONTENT NEEDS through Research,Analysis and Planning

Presented by: James Svoboda @realicityDownload: www.webranking.com/presentation

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

MnSearch + MWMC Workshop

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: james.s@webranking.com b: www.webranking.com/blog

February 2016

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Why is content important for

SEO/digital marketing success?

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

TOO MANY CONVERSATIONS ABOUT CONTENT

Credit: clickcited.com

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

100+ YEARS TO BELIEVE IN THE POWER OF CONTENT

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Homepage vs “Supporting” Blog vs “Foundation”

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FOUNDATIONAL CONTENT (products & services)

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

SUPPORTING CONTENT (informational based)

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

OWNED/ORIGINAL/BRANDED CONTENT

Common Owned Content Types• Your Website, Articles & Blog Posts• Surveys and Data Studies• Videos & Podcasts (hosting implications)• Tools & Software

Is it…?• Original Source• Duplicate Content?• Hard to Duplicate?

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

SHARABLE CONTENT

Common Sharable Content Types• Photos• Infographics• Cinemagraphs and Animated GIFs• Videos & Podcasts

Is it…?• Pin/Like/Tweet-able• Printable• Email-able

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

PORTABLE CONTENT

Common Portable Content Types

(typically 1 file)

• Photos• Infographics• PDFs• Word Docs• Excel Docs• Zipped Files (GitHub)• Podcasts

*Often Embeddable and with Creative Commons/Usage Rights considerations.

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CONTENT SHOULD:REACH &

INFLUENCE AN AUDIENCE WHEREVER THEY ARE

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

DEVICE & PLATFORM AGNOSTIC

Credit: onlinemarketing.de

Cross-Channel Opportunities

• Search• Image Search• Video Search

• Social• Social Ads• Guest Posting &

Syndication• Email• Remarketing• Display Ads• Video Ads

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CROSS-CHANNEL: OWNED+SHARABLE+PORTABLE

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

EXAMPLE – OWNED, SHARED & PORTABLE

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

ALMOST 6 YEARS LATER

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CONTENT TOPICALRESEARCH

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

HOW CONTENT OFTEN STARTS

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

WITHOUT PROCESS / DATA / GUIDE

Credit: patheos.com

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

START with LISTS. DETAILED LISTS.

Credit: toyreviewdaily.com

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

TYPES of SITES (esp. competitors)

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

RELATED SEARCHES = TOPICS & THEMES

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

SEARCH SUGGEST & “SECOND” SEARCH

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

WIKIPEDIA VARIETIES, TYPES & LISTS = TOPICS

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

TOPICS & SUBCATEGORIES

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

WHAT ARE YOUR TOPIC THEMES?

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Buzzsumo = RECENT TRENDING CONTENT

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

COMPETITOR ANALYSIS (opportunities?)

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KEYWORD RESEARCH

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KEYWORD RESEARCH AD GROUP

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

+KEYWORDS Button = TARGETED LIST(s)

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

AdWords Keyword Planner

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KeywordTool.io & UberSuggest.org

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KeywordTool.io QUESTIONS FTW!

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Google Analytics Organic Search

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Google Analytics Site Search

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Google Search Console & Bing Webmaster Tools

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Google AdWords & Bing Ads – Search Terms

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FORECASTING & ASSESSING OPPORTUNITIES

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Keyword Planner: Get Volume Data & Trends

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

MONTHLY DATA for ALL KEYWORDS

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

KEYWORD VOLUME – AVG & MONTHLY

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

ANALYZE by WORD STEM

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

ANALYZE & FORECAST IMPACT by WORD STEM

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CONVERSION IMPACT by WORD STEM?

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

CREATE SEGMENTS & GROUPS

Segment Uses

• Content Audits• Plan Categories &

Content Sections• Foundation• Supporting

• Send to Copywriter• Meta Data• Link Building• Competitor Research• Social Initiatives• AdWords Keywords• Google Shopping

Optimization

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FORESHADOWINGCONTENT

(planning for discovery of content needs)

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

MAINTAIN AdWords RESEARCH Ad Group(s)

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

GOOGLE SEARCH CONSOLE & BING WEBMASTER TOOLS

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

FAQ&A CONTENT (5 questions)

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

PERSONA & DEMOGRAPHIC CONTENT

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

AdWords DSA Campaigns

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

AdWords Search with BMM +Keywords

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

Keep Feeding Google Keyword Themed Content

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

THANK YOU!

Forecasting and Foreshadowing Content James Svoboda @Realicity Download: www.webranking.com/presentation

MnSearch + MWMC

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: james.s@webranking.com b: www.webranking.com/blog

February 2016