Patrick altoft-branded3-tfma-2013

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Transcript of Patrick altoft-branded3-tfma-2013

  • 1. Utilising Social Channelsto Leverage SEO Linksby Patrick Altoft
  • 2. What I will be talking aboutDeciding what content to publish Integrating with current activity Market research BrainstormingPromoting content Outreach Using social mediaContent strategy
  • 3. Doing Real StuffWould you do this if it didnt helpwith SEO?When you release a new page orpiece of content would your MD orPR department tweet about it?Would they tweet a link built by yourSEO team?If not then you probably shouldntbe doing itSEO has to be integral to marketing
  • 4. Real Company Stuff
  • 5. InfluencersFind key influencers & reviewwhat they are talking about eachweekFollow via Twitter listsUse data to decide what contentwould be popular with them
  • 6. What do they link to?Analyse the past few months posts from thetop 10 blogs in the sector you want to target& see what they link toIf they never cover infographics then dontuse that as your strategyAll sectors are differentDont aim too high initially
  • 7. Get socialMake somethingusers will loveEncourage themto share*This is the Twitter Analyticsinterface for verified users
  • 8. Social SEO is not about fans & followersIts about engagement
  • 9. Tweeting
  • 10. Sharing
  • 11. Think About the FutureGoogle has a history of devaluing every type of link that was created for SEO purposes Directory links Press release syndication Article syndication Blatant paid links Wordpress theme links Advertorials And many moreUnless the links you build are part of your overall marketing & communications strategythey will only work for a limited amount of time
  • 12. Competitor AnalysisCompetitor analysis hasbecome pretty muchuseless in the last 12months.Most of your competitorslinks probably look terribleMaybe they disavowedthem?Analyse content thatwas widely shared &linked instead
  • 13. CompetingIf you dont have a better site, dont expect to rank higher. Build linkspeople cant replicate rather than just copying competitors
  • 14. How It Works For Vue CinemasConstant communication and a weekly update withPR and Social agencies for Vue results in top qualitycontent and links from trusted established resourceswhich are relevant to their target audience.Radio Times78 retweets179 Facebook interactionsLink from high authority siteDomain Authority: 74
  • 15. SuccessOften success is about finding oneor two high profile people to sharecontent & it will virally
  • 16. What Google WantsThe goal of many of our ranking changes is to help searchers find sites that provide a greatuser experience and fulfil their information needs.Matt CuttsOur strategy therefore is to create a better search result for our clients than theircompetitors.This can be split into two simple to understand factors: Creating more authority & being a better/more reputable company Making better landing pages, specifically your primary pages
  • 17.
  • 18. Content StrategyOur Data Insights team analysed visits across one of the UKs largestretail ecommerce websites and found that users who engaged with apiece of content such as an article, forum thread or video on the sitebefore reaching a product or category page were 5 times more valuablethan users who arrived directly on a product or category page.Users who engage with quality content place more trust in the brand soconvert at a higher rate, purchase more products and have a greatertendency to make repeat purchasesIncreasing brand trust, improving conversion rates and encouraginglarger sale values are all vital elements of any digital marketing campaign
  • 19. Content Strategy Framework Content Audit Informative User Generated Content Roadmap Shareable Content Site Structure Document Content Content Document Typography Brainstorming Research Q&A on Reviews Where does content Monthly or weekly Readability Competitor Analysis Yahoo Answers, implementation, ince need to go (blog or content plan Spelling/grammar Examples & Quora, Facebook, ntivisation etc Q&A etc) Special events & Shareability screenshots from Twitter Q&A section or Q&A How should the calendar competitors Search for questions on product pages etc sections be Blog calendar Keyword use in Analytics data & Forums, blog structured PR calendar Copyscape report on keyword tool data comments, guest Design & UI stolen content Gap Analysis of blog posts, in-depth Interlinking between Social media shares current content content reviews sections Examples & Examples & Examples & screenshots from screenshots from screenshots from competitors etc competitors etc competitors
  • 20. Use Your Assets to Build AuthorityMoneysupermarket.comreleases an annual HomeInsurance Monitor reportdetailing which towns in the UKare most likely to be burgled,common accidents, premiumsetcWith data from 3.3m quotes thiscould be amazingIts in a PDF big missedopportunity
  • 21. Quora for Content IdeasUse Q&A sites to drive contentstrategy: Quora Yahoo Answers Also filters in Analytics to find questions
  • 22. Questions? and