10 Ways To Make Google (and Your Audience) LOVE Your Website

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1 SMX PARIS 89 JUNE 2015 10 Steps to Make Google (and Your Audience) LOVE Your Website #SMX | @kevgibbo

Transcript of 10 Ways To Make Google (and Your Audience) LOVE Your Website

Page 1: 10 Ways To Make Google (and Your Audience) LOVE Your Website

1   SMX  PARIS  8-­‐9  JUNE  2015            

10  Steps  to  Make  Google  (and  Your  Audience)    

LOVE  Your  Website  

#SMX  |  @kevgibbo  

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2   SMX  PARIS  8-­‐9  JUNE  2015            

Making  Google  love  your  website,  should  never  be  mutually  exclusive  to  making  your  audience  love  it…  

 

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3   SMX  PARIS  8-­‐9  JUNE  2015            

1)  Who’s  your  audience?  Think  about  your  target  audience  to  bring  it  all  together...    

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4   SMX  PARIS  8-­‐9  JUNE  2015            

2)      What  do  they  want  to  see?    “The  story  is  everything,  it’s  our  job  to  tell  beDer  stories”    

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5   SMX  PARIS  8-­‐9  JUNE  2015            

3)      What  has  worked  well  before?  Research  and  learn  from  the  top  content  in  your  sector    

#SMX  |  @kevgibbo  

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6   SMX  PARIS  8-­‐9  JUNE  2015            

4)      How  well  are  you  doing  it?  Export  Google  Search  Console/Google  AnalyRcs  data  to  classify  into  3  key  groups  

1)  1-­‐5  PosiZons  -­‐  top  performing  terms  

 2)  6-­‐20  PosiZons  -­‐  

top  growth  opportuniRes    

 3)  21+  PosiZons  -­‐  

new  keyword  &  content  opportuniRes    

#SMX  |  @kevgibbo  

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7   SMX  PARIS  8-­‐9  JUNE  2015            

5)      Where’s  the  opportunity?  Understand  WHAT  success  looks  like  and  WHERE  it’s  going  to  come  from  

(This  is  an  example  of  our  content  gap  analysis  to  pinpoint  category  level  SEO  opportuni:es)  

#SMX  |  @kevgibbo  

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8   SMX  PARIS  8-­‐9  JUNE  2015            

6)      Where’s  your  low-­‐hanging  fruit?  Review  content  you  already  have  and  can  improve  (be  prepared  to  cull  some  of  it  too...)    

#SMX  |  @kevgibbo  

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9   SMX  PARIS  8-­‐9  JUNE  2015            

7)      Secure  quick  wins  by  producing  “be`er”  content  Pick  a  target  keyword/topic  &  create  the  best  content  you  can  

Updated  50  city  pages  to  turn  into  local  daRng  guides  for  that  specific  locaRon  –  which  was  much  beDer  content  than  previous  boilerplate  content.    

We  updated  50  city  pages  to  turn  into  local  daRng  guides  for  each  specific  locaRon.      This  was  much  beDer  content  than  previous  boilerplate  content  and  had  a  quick  impact  to  improving  rankings.  

#SMX  |  @kevgibbo  

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10   SMX  PARIS  8-­‐9  JUNE  2015            

8)      Build  into  more  creaZve  &  bigger  campaigns  Turn  good  content,  into  great  campaigns  to  earn  authority  coverage  and  links,  unimaginable  from  tradiRonal  SEO  

#SMX  |  @kevgibbo  

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11   SMX  PARIS  8-­‐9  JUNE  2015            

9)      Let  the  small  wins  build  into  bigger  wins  Keep  your  strategy  focused,  so  that  you  can  see  it  unfold  

154%  increase  in  organic  traffic  from  Feb  2015  to  May  2015  for  target  city  level  pages:  

#SMX  |  @kevgibbo  

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10)      Rinse  &  Repeat    Once  you’ve  proven  content  markeRng  works  on  a  small  scale,  do  it  again!  

SEO Analysis

Content Strategy

Production

Digital PR

Social Promotion

Measurement

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13   SMX  PARIS  8-­‐9  JUNE  2015            

Goal  =  Google  &  your  audience  love  your  website!  Leverage  content  markeRng  to  build  your  brand  into  an  online  authority  over  the  short,  medium  and  long-­‐term.  

●  Social media engagement

●  SEO (long-tail) ●  Authority links ●  Digital PR

coverage ●  Referring traffic

Shor

t-Ter

m

●  Content strategy ●  SEO (head /

competitive phrases)

●  Page/category level link authority

●  Email subscribers ●  Social followers

Mid

Ter

m

●  Platform ●  Branding ●  Audience building ●  Direct traffic ●  Domain authority ●  Thought

leadership

Long

Ter

m

#SMX  |  @kevgibbo  

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14   SMX  PARIS  8-­‐9  JUNE  2015            

Kevin  Gibbons  Managing  Director  BlueGlass    Send  me  an  email  if  you  have  any  quesZons:  [email protected]    @kevgibbo  

Thank  You!  

#SMX  |  @kevgibbo