TOP  RANKING  FACTORS  2013

TOP  RANKING  FACTORS  2013

“Pages from brands often lack perfect page optimization, but on average they have a lot of very good links and in most cases strong social signals, and rank in top positions.”

how do we turn our clients from!

THIS

into!

THIS

easy  steps5

in  just

Planning!

Measurement!

Distribution

Optimization!

12

3

45

Development!

5 Point Content Marketing Framework

Paid Keyword Data Creates Story Ideas

Social Data Creates Story Ideas

Content Calendars Organize Ideas

the  content?

createWho  is  going  to

ways  to  get  content  created3there  are

1. Brand Generated Content

2. User Generated Content

3. Curated Content

optimize

Optimize for Reach

Optimize for Engagement

@Nasa uses influencers to create high engagement !“We try to engage influencers. We tweeted a happy birthday to Star Trek’s Leonard Nimoy, engaged with Tom Hanks reliving the making of the film Apollo 13 and were also engaged and got retweeted by Justin Bieber (who has over 36 million followers).” !- John Yembrick

Social Media Manager at NASA

Optimize for Topics NOT Keywords

This USED to work!

Google Knows what THINGS are now

Google Knows what THINGS are now

Google Knows what THINGS are now

Google Knows what THINGS are now

Google cares less about the words on the page, and cares more about how closely related the concept of the page is to a query

Google Knows what THINGS are now

To rank well for, [Apple Nutrition] I don’t optimize for the keyphase [Apple Nutrition] but rather for the nutritional attributes of an apple

Calories is a nutritional attribute of an apple

Google Knows what THINGS are now

To rank well for, [luxury cars] I write about attributes of car closely related to luxury

Jay Leno is a well known collector of luxury cars. I should write content about Jay Leno.

distribute

Doesn’t matter if you say you’re an!

EXPERTWhat matter is what !

OTHERSsay

expertlook  like  online?

What  does  an

I have a question

voted

liked

EXPERT ANSWERS GET

shared

linked  to

stumbledcommented

+1’ed

pinned reblogged

tweeted

retweeted

embedded

viewed

downloadedread

recommended

tagged

digged

favorite

Find  out  what  questions  are  people  asking?

321

Get  brand  to  answer  questions

Get  answers  in  front  of  people

vote

like

SO THEY CAN

shared

linked  to

stumblecomment

+1’ed

pin reblog

tweet

retweet

embed

view

downloadread

recommend

tag

digg

favorite

SEARCH SOCIAL

PR

 INFLUENCER  MARKETING

Distribute  content  to  followers

Feature  content  to  new  users

Create  buzz  in  the  media

paid  and  organic paid  and  organic

paid  and  organic

measure

We Know What Signals Search Engines Measure

We Can Anticipate Future Signals

Organic Search Rankings

Social Platform Analytics

Traffic and Conversions - Webmaster Tools + Analytics

Links Analysis - Moz

Links Analysis - Moz

Case Study

CreateChipotle partnered with Moonbot Studios to create a short, Pixlar-like film.

OptimizeThe popularity of the video resulting in rankings for competitive, non-branded keywords.

DistributeHundreds of popular blogs covered the advertisement as if it was breaking news.

DistributeSocial media enthusiasts curated content from these sites to share on their networks.

Chris Brogan is one of the most influential social media users in the world

Measure12M views, 60k likes, 30k shares, 14k comments, 5k subscribers and climbing

THANK YOU