storytelling beyond the campfire - why search engines & users care about content
DESCRIPTION
Storytelling Today - Why Search Engines & Users Care About ContentTRANSCRIPT
![Page 1: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/1.jpg)
Why Search Engines & Users Care About Your ContentPresenter: Ross Monaghan
![Page 2: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/2.jpg)
Why are we talking about
STORYTELLING?
![Page 3: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/3.jpg)
Shouldn’t we be talking about “keywords?”
![Page 4: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/4.jpg)
Or on-page optimization?
![Page 5: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/5.jpg)
Doesn’t think so…
![Page 6: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/6.jpg)
How do we know that?
![Page 7: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/7.jpg)
Introducing
Penguin Panda
![Page 8: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/8.jpg)
•Heuristics count• Time on site• Bounce Rate• Number of pages viewed• Returning visitors
• Thin light content• Brand related queries• Engagement (shares/comments)
![Page 9: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/9.jpg)
•Over optimization• Keyword stuffing• Anchor text manipulation• Link schemes
• Anti overly used Advertising• Spammy links
![Page 10: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/10.jpg)
How can you tell if you were affected?
![Page 11: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/11.jpg)
1. Analyze the algo dates vs. your data
![Page 12: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/12.jpg)
2. Dimension by keyword vs. past
![Page 13: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/13.jpg)
3. Search Query data in Webmaster Tools
Unaffected Affected
![Page 14: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/14.jpg)
4. Filter by “Web”
![Page 15: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/15.jpg)
5. Export your data (90 Days Saved)
![Page 16: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/16.jpg)
OK. So you’re in the clear…
Right?
![Page 17: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/17.jpg)
OK. Let’s say you are…
What can we do to please Google?
![Page 18: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/18.jpg)
SPEND $$$
![Page 19: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/19.jpg)
Want Users to get the information they were Looking for Quickly.
Want it to be a Good Experience which Others Share and trust that you have provided just that per the Data.
![Page 20: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/20.jpg)
So how do we do this?
![Page 21: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/21.jpg)
We need to be Real.
![Page 22: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/22.jpg)
We need to show Passion.
![Page 23: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/23.jpg)
We need to simplify Data.
![Page 24: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/24.jpg)
We need to tell Stories.
![Page 25: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/25.jpg)
Why?
Stories typically create a Higher Engagement
![Page 26: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/26.jpg)
Why?
Because as humans we enjoy listening to Experiences both
negative and Positive.
![Page 27: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/27.jpg)
Why?
Because we love Heroes.
![Page 28: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/28.jpg)
Why?
Because we have Aspirations to get better each day and Enjoy Life.
![Page 29: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/29.jpg)
So how do we tell these stories online?
![Page 30: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/30.jpg)
Types of Storytelling on a Website
• In your face…obvious•Subliminal•User Generated
![Page 31: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/31.jpg)
In Your Face Examples…
•About pages•Category pages•Product detail pages•Blogs
![Page 32: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/32.jpg)
Subliminal
•Colors•Design•Headers• Images
![Page 33: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/33.jpg)
User Generated
•Comments•Reviews•Contests•Gamification•Polls / Surveys•Blogs
![Page 34: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/34.jpg)
So how do we tell these stories online?
![Page 35: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/35.jpg)
Top Ten Keys to Storytelling1. Authenticity and Transparency2. Create opportunities for your content to be shared3. Curate / re-purpose other content4. Makes sure content is SEO friendly5. Encourage Linking from other sites6. Make commenting and liking part of the story you are
telling7. Reward people for liking or commenting on your content8. Take care of your influencers – they keep your lights on9. Create relationships and continue to cultivate over time10. Be relevant
![Page 36: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/36.jpg)
Forms of Engaging Content
•Videos•Reviews•Shares (social)•Real Time Content•Tribal Nature•Breaking News•Stories
![Page 37: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/37.jpg)
Video
![Page 38: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/38.jpg)
Reviews
![Page 39: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/39.jpg)
Shares
![Page 40: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/40.jpg)
Real Time Content
![Page 41: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/41.jpg)
Tribal Nature
![Page 42: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/42.jpg)
Breaking News
![Page 43: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/43.jpg)
Stories
![Page 44: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/44.jpg)
Each and every example included
An Experience
![Page 45: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/45.jpg)
We have to remember that people don’t wake up to buy your product…
![Page 46: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/46.jpg)
They wake up to enjoy a new “experience”.
![Page 47: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/47.jpg)
Find a way to communicate how your product allows aspirers to
Live their Dream.
![Page 48: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/48.jpg)
A few great examples…
![Page 49: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/49.jpg)
![Page 50: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/50.jpg)
![Page 51: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/51.jpg)
![Page 52: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/52.jpg)
So why does all this impact how
sees you?
![Page 53: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/53.jpg)
4 R’s
![Page 54: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/54.jpg)
RelevanceRecencyRapport
Resonate
![Page 55: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/55.jpg)
Things to keep in mind…
![Page 56: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/56.jpg)
Technical Optimization Musts1. Develop a Video Sitemap.xml2. Leverage Rich Snippets3. Implement Schema.org microdata
1. Reviews2. Locations3. Events4. Product information
4. Google + & +Local5. Authorship
![Page 57: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/57.jpg)
Remember Retailers
![Page 58: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/58.jpg)
People need your product to do awesome things…so show and tell
them how others have done just that!
![Page 59: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/59.jpg)
Everyone is competing for Market Share
Great Content drastically improves
• Conversion• Engagement• Return Traffic• Merchandising• Shares / Virality
![Page 60: Storytelling Beyond The Campfire - Why Search Engines & Users Care About Content](https://reader036.vdocuments.us/reader036/viewer/2022070316/556197ced8b42a96778b5884/html5/thumbnails/60.jpg)
Ross MonaghanDirector, Digital MarketingZeon Solutions
@RossMonaghan
LinkedIn.com/IN/rossmonaghans
Download the Presentation http://slidesha.re/1bQSONK