Ryan Stewart // hello@webris.org // WEBRIS

0 – 38K Pageviews in 6 Months

But first, who am I and why should you care?

Ryan Stewart •  Write for Moz, Search Engine Journal, Ahrefs,

SitePoint, Unbounce….and more.

•  Done SEO and digital strategy for SapientNitro, Accenture, Department of Defense and more.

•  These are the exact methods I’ve used to grow site (and organic) traffic aggressively month over month for 8 months.

0 – 37,957 Pageviews in 6 Months

Google any “Miami SEO” related keyword

An SEO View of Content…

USER BOTS

Historically…

An SEO View of Content…

2015 and beyond…

USER BOTS

The 2 basic sides of ranking.

 RANK

CRAWL Step 1: Search engines have to first be able to find and crawl a webpage to understand what it is truly about.

Step 2: From there, search engines need to understand the ranking signals of a page and how popular and rank-worthy it truly is.

In  general,  most  of  your  webpages  will  be  crawled,  but  only  a  few  will  actually  rank.  

Why “content is [really] king”.

Putting keywords on a page will only get you indexed – rankings comes from inbound links, social activity, online PR and building a buzz around your website. It’s difficult to generate an online buzz with sales type content. For that reason, great content is a cornerstone for SEO. There are 3 pieces to content driven SEO:

1.  Keyword planning 2.  Content creation 3.  Content distribution and promotion

How to pick the right keywords.

Part One

10

Keywords that people are searching for (primary and secondary)

Google Keyword Research Tool - https://adwords.google.com/KeywordPlanner  

Picking the right keywords.

11

Topical trends

Google Trends – www.google.com/trends  

Digging into trends in your vertical.

12 Moz Keyword Difficulty Tool - https://moz.com/researchtools/keyword-difficulty

•  Google’s algorithm pulls from overall trust and authority of a website.

•  The higher the trust + authority, the higher a site will rank.

•  They key to success is finding keywords that align with your goals and have lower competition in the SERPs.

Picking keywords based on competitive behavior.

How to create great content.

Part Two

Why are you doing this?(think bigger than just ‘traffic’)

Build an Audience Profile Who are they? •  Jobs, location, etc

Where do they spend time online? •  Facebook? Forbes?

LinkedIn? How can you add value? •  Check forums, Quora,

BuzzSumo, etc

John Doe VP Marketing Uses LinkedIn, reads Forbes and Moz, uses SlideShare frequently Checks headlines daily, reads on weekend from mobile Looking for content on developing techniques, case studies that work

Create content people want to read

1.  What information is your audience

actively seeking? Quora is a great place to start.

2.  What information are you actively seeking? Pick pain points that you actively need help with.

3.  Have you done anything cool lately? People respond well to data, case studies, etc

Understand that different content types rank different.

Short form

Examples: Q&A posts, opinion blog posts, review posts. Quora threads are a perfect example of a short form content. Remember, content marketing doesn’t always take place on your website. Crafting a well thought out response to a thread is a tremendous way to spread your reach.

Understand that different content types rank different.

Long form

Examples: Round up posts, in depth topic discussions, posts with a lot of images. These posts are really good to target complex industry problems and add your own unique take on it. They work best when you have a ton of data to back up your claims. This is key - make sure you can back up your argument.

Understand that different content types rank different.

FAQ / Wiki Examples: Definitions, posts addressing specific industry questions, knowledge sections. Google ranks a ton of wiki answers for specific questions. They’re a great way to inject specific knowledge onto your site.

Understand that different content types rank different.

Slide shows Examples: Power Points, SlideShare docs A great type of content for B2B. They’re versatile because you can embed them within a post or on social networks (LinkedIn).

Understand that different content types rank different.

Videos Examples: Self explanatory. Video is quickly becoming the most consumed media type on the web. Video is great for communicating complicated messages and teaching difficult skills. What’s more valuable are the additional distribution channels. YouTube is the second most used search engine on the planet - the only way to steal that traffic is with video.

Understand that different content types rank different.

“Ultimate” guides Examples: http://webris.org/content-marketing/ We love ultimate guides because they perform well across multiple channels, rank well in organic search, great linkable asset and it’s the best way to demonstrate your knowledge on a subject. These have become our number one marketing tool - they work!

Retool your content •  Create videos based on

it •  Create a PowerPoint doc

and upload to SlideShare •  Create an infographic

from the main points •  Write guest blog posts

about specific portions of it

Structure it for search •  URL •  Title and header tags •  Images (compressed

for speed too!) •  Navigation (where will

the content live)

If you're not interested, they won't be either

Interesting content comes when you are truly interested.

Don’t hold back. Don’t worry what people will

think. Have a voice. Have an opinion. Be a

human. Be yourself.

How to promote the $h!t out of it.

Part Three

Owned1

Email your people

Push to social

Repurpose across channels

Use your email signature

Update social profile links

Notify influencers of your content

Call on your relationships

Earned2

Post to forums

Get active in communities

Post to forums

Get active in communities

Social media groups

Blog comments

Reporter outreach

Link roundups

Resource pages

Fix broken links

Write for high visibility blogs

Paid3

Start with retagerting people who have been

to your site.

Then build lookalike audiences.

And again.

Take out a press release (for the content, not

business)

Sponsor a post

Run ads on social

•  Facebook •  Instagram •  Twitter •  Reddit •  StumbleUpon •  Pinterest •  LinkedIn •  Tumblr

“Promoted stories” /

syndicated content

Leverage influencers

Pay for an email blast

Take out video advertisements

Do this and you’ll get this…

And this!

THANK YOU!

Ryan Stewart

Twitter: @RyanWasHere Facebook: /hellowebris Email: Hello@Webris.org Site: http://webris.org Site: http://ryanwashere.com