seo research, results & social content plan
DESCRIPTION
Executed work with SEO, competitive and keyword research, SEO execution and results, and social content plan.TRANSCRIPT
Client Web/SEO Research & Results
Jake Aull | Zen Fires Digital Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | [email protected] | @jakeaull
Recommended Primary Keywords
1. PRIMARY: Rustic furniture for cabins and homes SECONDARY: Cabin rustic furnishings
2. PRIMARY: Hardwood and natural wood furniture SECONDARY: Quality hardwood furniture SECONDARY: Rustic wood quality furniture
3. PRIMARY: Natural wood patio furniture SECONDARY: Wrought iron patio furniture
4. PRIMARY: Wrought iron table SECONDARY: Wrought iron garden furniture SECONDARY: Wrought iron patio furnishings
5. PRIMARY: Quality natural wood table and chairs SECONDARY: Natural wood furniture bar stools
6. PRIMARY: Patio outdoor wrought iron furniture SECONDARY: Wrought iron garden furniture
7. PRIMARY: Rustic cabin fireplace set SECONDARY: Flat fireplace screen SECONDARY: rustic lodge fire place screens
8. PRIMARY: Wrought iron wall décor SECONDARY: Wrought iron metal wall art SECONDARY: Wrought iron coffee table
The Research Behind the Keyword Recommendations
Advertising for ‘rustic furnishings’
Advertising for ‘rustic furnishings’
Similar keyword searches to ‘rustic furnishings’
Keywords, software rank estimate, Google searches, Yahoo!/Bing searches, overall searches
‘rustic furnishings’ searches
Global vs. U.S. searches for ‘natural wood furniture’
Some Sample SEO First-Page Achieved Results based on Recommended Keywords
Implementations
Competitors Analysis
Black Forest analytics
Rocky Mountain analytics
Social Media Content Plan
Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 1
BASIC DIGITAL CONTENT MARKETING PLAN FOR CLIENT EXECUTION NOVEMBER 2012 CLIENT: CABIN DEPOT
• TACTICAL APPROACH • Below are various content concept themes for writ ing on Cabin Depot ’s
b log, socia l channels and art ic le publ ishing. • OBJECTIVES: Bui ld consumer readership and fo l lowing and
engagement/commenting (and eventual purchasing) . Bui ld content part ic ipat ion and re-post ing by B2B content partners , such as vendors , tourist establ ishments , inter ior decorators , cabin rentals , etc .
• EXECUTION: The goal would be to have a new content theme started twice a month or so . Each content theme centers around primary and secondary keyword phrases . For each content theme, here are the ideal speci f ic tact ical channels for publ ishing over the durat ion:
• 3 dif ferent b log posts • Each re-spun and posted on separate Tumblr b log and Cabin Depot
b log • Each re-spun on content s i tes such as PR s i tes and re levant tourist
s i tes and onl ine magazines. • Each blog post/art ic le should provide a l ink to an appl icable page
on the website (e .g . , with that furniture product or brand or even just About Us)
• Publish 2 ( from al l above) in the same week • Imagery/photos/video ( i f avai lable) included for above from
Appalachian tourist and Convention and Vis i tors Bureau websites and Creat ive Commons/GoogleImages/Fl ickr (or any s i tes that a l low copyright-free usage of their images and/or v ideo) .
• Photos/video of actual Cabin Depot products included • 1 post , for each above blog post and art ic le , in each Cabin Depot
socia l media channel; maximum of 3 posts (on this theme) on each socia l channel within week days of the same week, and 2 on weekends.
• Paper. l i col lect ions bui l t for each theme based on external content (e .g . from vendors and/or tourist dest inat ions, etc .)
• Collaborate on others ’ re levant socia l media communit ies , b logs , forums (e .g . , vendors ’ or tourist towns’ socia l s i tes; comment on their s i tes , promote them via your own blog/posts , pul l v is i tor traf f ic back to Cabin Depot b log)
• And/or comment on consumer/tourist socia l s i te posts of these topics (e .g . , their posts in Pinterest)
• FUTURE CONSIDERATIONS: • Partner (vendor) l ink sharing/l ink bui lding • PPC advert is ing ( t ie into below campaigns/imagery/CTAs) • Tourist news/directories art ic le/ad placement
• THEME 1: WHAT WAS YOUR FAVORITE MOUNTAIN VACATION? • CONTENT CONCEPT:
Write about touring/driving the Blue Ridge Parkway, cabin sty les , s i tes and towns a long the way, etc . A lso, request fo l lowers ’ s tor ies or suggest ions on their favorite vacat ions or p laces to v is i t in the mountains. And/or f ind other onl ine
Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 2
forums/blogs on this topic , pul l ideas , b log and col laborate on these socia l communit ies .
• Actual events can include: West Virginia Bridge Day, The Apple Fest ival , North Georgia Fal l Fest ival , e tc .
• Common CTA for external commenting, art ic les and posts: “What was your favorite mountain vacat ion? Please comment, and submit stories and photos, to our Facebook.com page”
• TARGET AUDIENCE: Appalachian vacat ioners , and tourist agencies who wil l interact with or re-post this content .
• KEYWORDS TO FOCUS ON (PATIOS/OUTDOOR LIVING): • PRIMARY: Natural wood pat io furniture
SECONDARY: Wrought iron pat io furniture • PRIMARY: Wrought iron table
SECONDARY: Wrought iron garden furniture SECONDARY: Wrought iron pat io furnishings
• PRIMARY: Pat io outdoor wrought iron furniture SECONDARY: Wrought iron garden furniture
• THEME 2: VENDOR SPOTLIGHTS • CONTENT CONCEPT:
This week is a spot l ight on the extraordinary craftsmanship and qual i ty of Cabin Depot furniture maker…
• Collaborate on vendor ’s socia l media s i tes (comment on their s i tes , promote them via your own blog/posts , pul l v is i tor traf f ic back to Cabin Depot b log)
• And/or col laborate on consumer socia l s i te posts of these furniture brands (e .g . , their posts in Pinterest)
• Common CTA for external commenting, art ic les and posts: “Do you l ike Flat Rock Furniture? See more of their work. ( l ink to our web page) .”
• TARGET AUDIENCE: Fans of Cabin Depot vendor brands, and the vendors themselves ( for re-post ing your content)
• KEYWORDS TO FOCUS ON: • Vendor brand names and products
• THEME 3: APPALACHIAN HOLIDAYS
• CONTENT CONCEPT: Winter in Appalachia is beauti ful : snow on the evergreens, rol l ing hi l ls , white Christmas l ights on small town streets and homes. From Blue Ridge, GA, to the Tennessee Smokies to West Virginia – the spir i t of winter in Appalachia is s trong… Makes us think of hot cocoa by the f ire , chesnuts and warm knitted qui l ts… That cr isp, family home-town spir i t is hand-crafted into Appalachian natural hard-wood furniture…
• Common CTA for external commenting, art ic les and posts: “What ’s your favorite sty le furniture for winter and the hol idays? See more furniture ( l ink to web page)”
• TARGET AUDIENCE: Appalachian vacat ioners , and tourist agencies who wil l interact with or re-post this content .
• KEYWORDS TO FOCUS ON: • PRIMARY: Rust ic cabin f ireplace set
SECONDARY: Flat f ireplace screen SECONDARY: rust ic lodge f ire p lace screens
Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 3
• THEME 4: CONSUMER RUSTIC DECORATING IDEAS • CONTENT CONCEPT:
Request fo l lowers ’ posts , photos and/or v ideos of their cabin decorat ing ideas. And/or f ind others ’ b logs about their decorat ing approaches, and ask them i f you can post their p ictures on our website .
• Common CTA for external commenting, art ic les and posts: “What are your favorite furnishings or decorat ion ideas? Please send us your ideas and photos to our Facebook page, or see more furniture ( l ink to web page)”
• TARGET AUDIENCE: Amateur decorators , cabin owners and pro decorators or furniture vendors
• KEYWORDS TO FOCUS ON: • PRIMARY: Wrought iron wal l décor
SECONDARY: Wrought iron metal wal l art SECONDARY: Wrought iron coffee table
THEME 5: CONSUMER PHOTOS OF THEIR VACATION CABINS
• CONTENT CONCEPT: Request fo l lowers ’ photos and/or v ideos of their vacat ion homes or cabins they v is i t . And/or f ind others ’ b logs about their vacat ions and pictures of their vacat ion lodges, and ask them i f you can post their p ictures on the website .
• Common CTA for external commenting, art ic les and posts: “Do you love your vacat ion cabin? Please comment, and submit stories and photos to our Facebook page ”
• TARGET AUDIENCE: Appalachian vacat ioners , and tourist agencies who wil l interact with or re-post this content .
• KEYWORDS TO FOCUS ON: • PRIMARY: Qual i ty natural wood table and chairs
SECONDARY: Natural wood furniture bar stools PRIMARY: Hardwood and natural wood furniture SECONDARY: Qual i ty hardwood furniture SECONDARY: Rust ic wood qual i ty furniture
THEME 6: CONSUMER CONTENT RESEARCH TOPICS
• CONTENT CONCEPT: What are the hot buttons on the web? What are consumers, tourists , décor hobbyists and buyers b logging about or commenting on? Take these hot buttons and generate content on these – and go back to the aforementioned socia l communit ies and act ively engage and comment on these topics (and i f the opportunity ar ises in commenting, mention you have more on the topic on your blog) .
• Common CTA for external commenting, art ic les and posts: “What do you l ike about rust ic cabin vacat ions and furniture? Please comment or submit stories on our blog”
• TARGET AUDIENCE: Appalachian vacat ioners , tourist agencies , decorators , etc .
• KEYWORDS TO FOCUS ON: • Driven by content theme research
Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 4
Mon Tues Wed Thurs Fri Sat Sun ACTIVITIES: Start concept
Theme 1 Write blog post 1
Publish blog post 1
Write blog post 2
Publish blog post 2
Research communities for commenting
Collect/place imagery/vids
Re-spin & publish blog post 1 as e-article
place imagery/vids
Re-spin & publish blog post 2 as e-article
Research license-free imagery
Promote blog post 1 in all social channels via HootSuite
Promote blog post 2 in all social channels via HootSuite
Recycle old theme in ½ social channel (from old blog promotions) via HootSuite
Share/re-post vendor social posts
Recycle old theme in ½ social channel (from old blog promotions) via HootSuite
Share/re-post mountain festivals & events
Recycle old theme in ½ social channel (from old blog promotions) via HootSuite
Share/re-post tourist town social posts
Share/re-post vendor social posts
NOTES: Google+,
Twitter & Facebook can all be managed, weeks in advance, via HootSuite.
However Twitter requires its own unique style (due to 140 characters),
And Facebook gives highest ranking/ value to posts from inside
(as opposed to posting externally from HootSuite).
TOTAL SOCIAL POSTS:
3 Facebook (Duped in Google+), 3 Tweets, 2 external comments
3 Facebook (Duped in Google+), 3 Tweets, 2 external comments, 1 YouTube vid re-post
3 Facebook (Duped in Google+), 3 Tweets, 2 external comments, build personal LinkedIn relations with vendors.
3 Facebook (Duped in Google+), 3 Tweets, 2 external comments, 1 Paper.li generated & Tweeted
3 Facebook (Duped in Google+), 3 Tweets, 1 Pinterest, 2 external comments
3 Facebook (Duped in Google+), 3 Tweets, 2 external comments, 1 YouTube vid re-post
3 Facebook (Duped in Google+), 3 Tweets (include Paper.li)
POST SATURATION
Staggered, 2/3 by day, 1/3 by night
Staggered, 2/3 by day, 1/3 by night
Staggered, 2/3 by day, 1/3 by night
Staggered, 2/3 by day, 1/3 by night
Staggered, 2/3 by day, 1/3 by night
Staggered, 2/3 by day, 1/3 by night
Staggered, 2/3 by day, 1/3 by night
Thank You
Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding
404.259.5550 | ZenFires.com | [email protected] | @jakeaull