how to promote your posts
Post on 24-Jun-2015
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Get the Most Out of Your Posts
Adriel Michaud, Top Draw
Overview
Getting Traffic to your Website
• Writing posts that no one reads sucks
Overview
Overview
Why don’t I write stuff that people are looking for, but
doesn’t exist or isn’t great?
Overview
Website To Do:
1. Keyphrase research and topic ideation
2. Optimizing Your Website
3. Building links and promoting your post
4. Differentiating your site
5. Measured results
6. Hippy crap
Overview
1. Keyphrase Research & Topic Ideation
1. Come in with an idea on what I want to write, but
with an open mind.
2. I use Google Adword’s Keyword tool to compare
what I think will be good and what Google sees
people looking for.
3. Take note of other concepts or spins on the topic I
want to hit.
4. Look for opportunities where there’s lots of the right
people searching and few high quality websites out
there on it.
Keyphrase Research & Topic Ideation
User Intent
Informational queries:• “How to water tomato plants”: 140 searches/month
Symptomatic:• “Brown spots on tomato leaves”: 390
Transactional:• “Buy tomato plants”: 170
B2B• “Enterprise ready tomato processing solution”
Keyphrase Research & Topic Ideation
Google Adwords Keyword Tool
Keyphrase Research
“how to water tomato plants”: 140
“how to water tomato plant”: <10 (non plural)
“watering tomato plants”: 590 (new keyphrase ideas)
“tomato plant watering”: 73 (re-ordering of keywords)
“watering tomato plants in pots”: 91 (niche)
“watering tomatoe plants”: 22 (common misspellings)
Keyphrase Research & Topic Ideation
Keyphrase Hit List
Tomato plants:
-how to
-watering
-outdoors
-in pots/containers
-over watering
-tips
-heirloom tomatoes
Keyphrase Research & Topic Ideation
Google those phrases!
Keyphrase Research & Topic Ideation
Can I compete?Strong competition: Wikipedia, exact match domains.
Medium: exact match titles or categories or pages on strong sites
Weak: forums, directories, etc
Keyphrase Research
Scope out the competitors/partners
Keyphrase Research & Topic Ideation
Keyphrase Research Summary:
1. Throw your ideas into Google’s Keyword tool to
validate and gain perspective.
2. Make a hitlist of keywords that you like from the
keyword tool.
3. Check out the competition.
4. Understand your title, and some of the words you
want to add in for spice.
Keyphrase Research & Topic Ideation
2. Optimizing Your Website: WordPress
Why WordPress?http://trends.builtwith.com/cms
Optimizing Your Website
Setup: Change your permalinks
www.topdraw.com/presentations
Optimizing Your Website
Setup: Permalink Results
Before: http://adrielmichaud.com/?p=4534
After: http://adrielmichaud.com/tips/watering-heirloom-tomatoes
Or install an SEO plugin like Yoast
Optimizing Your Website
Apply keyphrases to:
• Page title
• URL (web address)
• Headings
• Subheadings
• Images
• Video
Optimizing Your Website
On posts:
3. Building Links to your Website
Link Building from:
• Those that link to your competitors
• Vendors/Partners/Distributors
• Geographically relative sources
• Clubs/associations you belong to
• Blogs, news sources focused on your industry
• Press coverage
• Other sites that show up in searches you want
Building Links and Promoting Your Posts
Please, guv’nah. Link to my website.
Building Links and Promoting Your Posts
4. Differentiating Your SiteTaking things up a Notch
Universal Search
Taking Your Site up a Notch
Image Optimization
Great images + proper tagging = image results domination
Taking Your Site up a Notch
Taking your site up a notch
Google+ Authorship
Taking your site up a notch
Basic Application1. Verified email matching the domain you’re applying for.
• adriel@adrielmichaud.com -> http://adrielmichaud.com
2. Reciprocal links (from your G+ page to your site and vice versa)
Taking your site up a notch
Advanced Google Authorship Tips1. Use a great head shot!
2. Link your G+ profile to your other social media profiles.
3. Start using Google+ more
More info on optimal G+ headshots: http://www.seomoz.org/blog/google-author-photos
Taking Your Site up a Notch
Schema and Special Markup
http://schema.org (reviews, product info, business info, events, etc)
Taking Your Site up a Notch
5. Measured ResultsWhat’s working?
Measuring Results
Measuring Results
Start with my dashboard! http://goo.gl/WEaaU
Measuring Results
Summary
• Find opportunities• Target them with (great) content• Diversify your keywords• Measure, and re-apply generously!
It’s nice when your site drives traffic all on its own.
5. Hippy Crap
Why Unique Searchable Content is so Cool!
Humans regularly innovate or advance understanding in areas but don’t document or share their findings.
When we make those findings searchable via our websites, we advance the collective of the human race which saves time, enhances knowledge, and solves problems.
Why Unique Searchable Content is so Cool!
Took me 7 hours to fixThe other posts on this topic sucked30 minutes to blog (not Shakespeare)
Why Unique Searchable Content is so Cool!That post is now read by 400 unique visitors per month
Assuming only 70% follow my advice, that post helps 280 people per month and assuming I’m an average mechanic, it takes a 7 hour task down to 1 hour for others.
That’s 1680 hours saved each month, and 20,160 hours per year.
Average hours worked per year per person: 1702.
At the average US hourly earnings of $23.58/hr, that post is saving $475,372 per year.
The shortcut page
This presentation: www.topdraw.com/presentations
Google Adwords Keyword Tool: http://goo.gl/ZyfdT
Google Authorship: http://goo.gl/LLAK3
Optimal Google+ Headshots: http://goo.gl/6Rret
My Topical Google Analytics Dashboard: http://goo.gl/WEaaU
Other Schemas to try: http://goo.gl/61Gnn
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