avoiding the rankings trap & getting back to business
DESCRIPTION
Many common SEO tactics are becoming redundant, wasting money and increasing long term risk. Changing the approach from building links to building business relationships & content can increase traffic across multiple channels as well as increasing brand awareness, improving brand image and helping to drive conversions over the long term. Finding ways of developing content, stemming from everyday business processes can help make content marketing effective and affordable for ecommerce businesses.TRANSCRIPT
Avoid the SEO Rankings Trap & Get Back to Business
#1 - Common Risks with Outdated SEOIncluding why we’re in this mess in the first place and what to
watch out for.
#2 - The Benefits of Content MarketingHow and why it works better than old fashioned methods of
SEO.
#3 - Requirements for Effective Content MarketingIn terms of site infrastructure and team skills.
#4 - How to Develop Cost Effective Targeted ContentIncluding how to make content development part of your day
to day business processes allowing you to get back to running your business.
Takeaways
• Over Optimised Anchor TextToo many links using targeted anchors to link to your site.
• Too Many Links from a Single Source or Link TypeLinks coming from the same types of content suggest manipulation.
• Links Coming from Pages with Low Quality or Duplicate ContentEither spun, copied, or just really, really boring.
• Being Wholly Reliant on GoogleBusinesses build up their links but add no other value to their site.
#1 - Common Risks with Outdated SEO
#2 – Benefits of Content Marketing
• Increases Organic TrafficFrom long tail search, also increasing your visibility in the research phase of the buying cycle.
#2 – Benefits of Content Marketing
• Increases Organic TrafficFrom long tail search, also increasing your visibility in the research phase of the buying cycle.
• Provides More Meaningful Content for Sharing on Social MediaNot just cat photos!
• Increases Referral TrafficFrom legitimate links and shares.
• Can Increase Brand Awareness & Direct TrafficGreat content can be seen and shared beyond your immediate circle of reach.
#2 – Benefits of Content Marketing
• Increases Organic TrafficFrom long tail search, also increasing your visibility in the research phase of the buying cycle.
• Provides More Meaningful Content for Sharing on Social MediaNot just cat photos!
• Increases Referral TrafficFrom legitimate links and shares.
• Can Increase Brand Awareness & Direct TrafficGreat content can be seen and shared beyond your immediate circle of reach.
• Provides Legitimate Reasons for Shares of & Links to your SiteMany Businesses build up their Links but Add No Other Value to Their Site
#2 – Benefits of Content Marketing
[Show links to the blog of a site]
• A Blog or News SectionYou should be able to add content to your site quickly and easily.
#3 – Requirements for Effective Content Marketing
• A Blog or News SectionYou should be able to add content to your site quickly and easily.
• Active Social Media Accounts or a NewsletterIn order to “Get your stuff out there”.
#3 – Requirements for Effective Content Marketing
[Slide showing some creative types - meme]
• A Blog or News SectionYou should be able to add content to your site quickly and easily.
• Active Social Media Accounts or a NewsletterIn order to “Get your stuff out there”.
• A Content TeamFind researchers, writers, graphic designers and programmers on platforms like ODesk.
#3 – Requirements for Effective Content Marketing
• A Blog or News SectionYou should be able to add content to your site quickly and easily.
• Active Social Media Accounts or a NewsletterIn order to “Get your stuff out there”.
• A Content TeamFind researchers, writers, graphic designers and programmers on platforms like ODesk.
• Staff IncentivesReasons for your staff to care and spend their own time getting involved.
#3 – Requirements for Effective Content Marketing
• Identify TopicsThere’s more to talk about than just your business and your product.
#4 –Develop Cost Effective Targeted Content
Chris’s Plumbing
Interior Design
Home Safety
DIY Tips
Jokes About Plumbing
Environmental Issues
• Identify TopicsThere’s more to talk about than just your business and your product.
• Find SharersUse tools to find who’s already sharing content.
#4 –Develop Cost Effective Targeted Content
• Identify TopicsThere’s more to talk about than just your business and your product.
• Find SharersUse tools to find who’s already sharing content.
• Develop a Range of ContentDifferent content types have different functions.
#4 –Develop Cost Effective Targeted Content
• Relationship ContentBuild relationships with people talking about your related topics.
Develop a Range of Content
• Relationship ContentBuild relationships with people talking about your related topics.
• Social ContentEasily digestible content that brings users back to your site from social.
• Informational ContentContent which answers users questions.
• High Authority ContentAddressing important issues.
• Shareable ContentDifferent content types have different functions.
Develop a Range of Content
• Relationship ContentBuild relationships with people talking about your related topics.
• Informational ContentContent which answers users questions.
Develop a Range of Content
• Relationship ContentBuild relationships with people talking about your related topics.
• Informational ContentContent which answers users questions.
• Social ContentEasily digestible content that brings users back to your site from social.
• High Authority ContentAddressing important issues.
Develop a Range of Content
• Relationship ContentBuild relationships with people talking about your related topics.
• Informational ContentContent which answers users questions.
• Social ContentEasily digestible content that brings users back to your site from social.
• High Authority ContentAddressing important issues.
Develop a Range of Content
• 619 VisitsSame as all organic traffic for January
• 258 Likes on the siteCompared to 30 on a good post
• Linked from University of Sydney Anesthesiology Dept.
• Identify TopicsThere’s more to talk about than just your business and your product.
• Find SharersUse tools to find who’s already sharing content.
• Develop a Range of ContentDifferent content types have different functions.
• Share & EngageBuild relationships with your users and others in the industry.
#4 –Develop Cost Effective Targeted Content
#1 - Common Risks with Outdated SEOIncluding why we’re in this mess in the first place and what to
watch out for.
#2 - The Benefits of Content MarketingHow and why it works better than old fashioned methods of
SEO.
#3 - Requirements for Effective Content MarketingIn terms of site infrastructure and team skills.
#4 - How to Develop Cost Effective Targeted ContentIncluding how to make content development part of your day
to day business processes allowing you to get back to running your business.
Takeaways
Email: [email protected]
Twitter: @cbutterworth_
Dejan Profile: dejanseo.com.au/chris-butterworth
There’s So Much More! Ask A Question.