The key to ranking, traffic and leads

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Andy Crestodina Strategic Director | @crestodina

The Key to Ranking, Traffic and Leads How to Use Social Media and Collaborative Content To Drive ROI

#ContentROI

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Action

$$$

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Action

Leads

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Topics Topics

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AmazingContributor

WeakContributor

Perceived Content Performance

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source:Moz,BuzzSumo

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Most content gets no links and few shares

source:Moz,BuzzSumo

...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content...

or well researched and evidenced content.

...if you want to create content that achieves a high level of both shares and links then you should concentrate on

strong opinions original research

The Power of Research

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4,066 websites link to CMI’s research

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Three ways to produce research

1.  Observation:Pickadataset.Gatherdata.

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1.   Observa*on:Pickadataset.Gatherdata.

2.   Aggrega*on:CombinedatafromexisAngsources

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1.   Observa*on:Pickadataset.Gatherdata.

2.   Aggrega*on:CombinedatafromexisAngsources

3.   Survey:Massoutreachandanalysis

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observation

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aggregation

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survey

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The typical blog post takes 2.5 hours to write

source:2015BloggerSurvey,OrbitMedia

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Sneak preview of the new research!

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“What do people in our industry often say but rarely support?”

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Find the missing stat

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Don’t take shortcuts; they take too long.

Sonia Simone CCO, Copyblogger Media

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The Power of Strong Opinion

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The power of strong opinion

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The power of strong opinion

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What do you believe that most people would disagree with?

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What do you believe will happen in the future that most people think is unlikely?

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What questions are people in your industry afraid to answer?

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Focus on power topics

1.   DooriginalresearchPublishastaAsActhatnooneelsehaspublished

2.   TakeastandPublishyourstrongestopinions

Relationships

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There are two kinds of people on the internet

Creators

Contributorsand“lurkers”

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Who makes content?

•  Journalists •  Authors •  Podcasters •  Academic Researchers •  Event Producers •  Bloggers and Blog Editors

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Your blog is your best networking tool

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3 Ways to Collaborate

1.  Ask for a contributor quote 2.  Include them in an expert

roundup 3.  Deep dive interview

source:OnlineNetworkingGuide,OrbitMedia

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An ally in creation is an ally in promotion

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Start a mastermind group

1.  Monthlyone-hourcall,SkypeorHangout2.  Bringaguesteachmonth3.  Missittwiceandyou’rekickedout!

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Content marketing mastermind agenda

1.  Whatareyoudoingthatwecanpromote?

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1.  Whatareyoudoingthatwecanpromote?2.  WhatareyouwriAngthatwecancollaborateon?

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1.  Whatareyoudoingthatwecanpromote?2.  WhatareyouwriAngthatwecancollaborateon?3.  WhatareyoudoingtobemoreproducAve?

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1.  Whatareyoudoingthatwecanpromote?2.  WhatareyouwriAngthatwecancollaborateon?3.  WhatareyoudoingtobemoreproducAve?4.  DoIknowanyonethatyouwanttomeet?


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You get what you give.

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It’s called ego bait

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Share and mention

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How many people are waiting for your article to go live? Make sure it’s not zero.

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Content should be designed to attract visitors

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Optimized for search...

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Optimized for social...

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Collaborate with others

1.  AcAvelynetworkwithcontentcreators

2.  Includetheminyourcontent

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If you’re not making friends, you’re doing it wrong

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Link

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Authority

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Understand authority and competition

1.  KnowyourDomainAuthority

2.  Targetphrasesonlyifyourauthorityisinthesamerangeastheotherhighrankingpages

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Relevance

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Indicate the relevance 1.   <*tle>

UsethephraseonceintheAtletag

2.   <h1>Usethephraseonceintheheader

3.   BodytextUsethephrase2-4Amesforeach500words

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We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another:

things, not strings.

Amit Singhal Google

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Target the topic, not just the keyphrase.

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Semantically linked to “footer design” websitecopyrightcopyrighttextwebsitefooterexamplesheaderandfooterwebsitefooterdefiniAonatthebo\omofthepagedesigningawebsitefooterfatfooterguidelinesstandardsbestpracAces

usabilitycontentideasinspiraAonlinksSEOsitemapsocialmedianavigaAonpurposeofresponsivetemplate

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The Results? Let’s take a look...

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Rankings climb for “website footer design”

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And finally, the traffic

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What did the Keyword Planner say?

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...and the links

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Adapt to semantic search

1.  FindthewordsandphrasesthataresemanAcallyconnectedtoyourtargetphrase

2.  Usethosephraseswithinyourcontent

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Make the best page on the internet for your topic.

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Be the best answer.

Lee Odden CEO, TopRank Marketing

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Rank

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Types of online searches

Informational Transactional Navigational

source:“DeterminingtheinformaAonal,navigaAonalandtransacAonalintentofWebqueries”BernardJansen,etal

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Types of online searches

? $

brand

source:“DeterminingtheinformaAonal,navigaAonalandtransacAonalintentofWebqueries”BernardJansen,etal

Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.

Traffic

Conversion Rate

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Your website is the mousetrap. Your content is the cheese.

Barry Feldman Feldman Creative

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They ask. You answer.

Marcus Sheridan The Sales Lion

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Answer top questions

20x longer +30% conversion rate

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A great sales page emulates a sales conversation.

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Optimize for the conversions

1.  AnswertopquesAons.

2.  SupporteverymarkeAngclaimwithevidence.

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Hello, lead!

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Let’s review.

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Create high quality, original content...

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in collaboration with relevant influencers...

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that organically attracts enough links and authority...

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that our search optimized product and service pages...

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rank for the transactional phrases...

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attracting targeted visitors...

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to our informative, trustworthy websites...

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so we get new leads everyday.

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Create high-quality original content in collaboration with relevant influencers that organically attracts enough links

and authority that our search optimized product and service pages rank for the transactional phrases attracting targeted visitors to our informative, trustworthy websites so

we get new leads everyday.

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Leads ...everyday!

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Relationships

Topics Authority

Rank

Traffic

Leads

Relevance

Conversion

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Research Outreach

Social Media

Writing Analytics

CRO

Sales

SEO

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Research Outreach

SEO

Analytics

Sales

Social Media

Writing

CRO

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Creative

Friendly

Creative

Analytical

Friendly

Analytical

Friendly

Creative

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Great marketers are creative, analytical and friendly.

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Andy Crestodina Strategic Director | @crestodina

THANK YOU!

The key to ranking, traffic and leads

Marketing

Transcript of The key to ranking, traffic and leads