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- 1. History of SEO Thinking like a Publisher How to Build and Create a Content Marketing Machine How to Build a Content Team Importance of Integrating Human Elements Into a Blog State Of SEO Case Studies Ranking Signals SEO Strategies & Tactics Website Quality Signals Q&A 8/26/2013 1
- 2. o Please put your Phone on Mute o There will be time for Q&A at the end o All attendees will receive a copy of the slides o Email me at zafar.ahmed@360factors.com or follow me on twitter @zafarahmed 8/26/2013 2
- 3. 8/26/2013 3 360training Alumni Experience scaling revenues through direct customer acquisition channels (Lead Gen, SEO, Social Search, Content Strategy, PPC, and Demand Generation) Started online logo design company at the age of 18 called MyLogoGuru.com Start SEO Cosultancy Company in 2003 Responsible Driving Growth at RingCentral.com through organic search, inbound marketing, and social media Digital Marketing Manager & GRC Expert at 360factors.com I am also an evangelist @Marketo.com for lead nurturing and scoring programs
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- 5. 8/26/2013 5 Florida - 2003 Brandy - 2004 Personaliz ed Result - 2005 Universal Search- 2007 Real Time Search- 2009 Vince- 2009 Caffeine- 2009 Social Signals- 2010 Panda – 2011 Penguin - 2012
- 7. IN POST PANDA & PENGUIN WORLD YOU NEED TO….. 8/26/2013 7
- 8. 8/26/2013 8 Sweet spot is your product. Make sure your content is in alignment with customer, you arein alignment with product, and then maps each keyword to specific product lines It is a subject matter that your organization knows and has authority and credibility around You can also use or Leverage User Graph APIs from Linkedin, Facebook, Twitter to build hyper segmentations and context based on customer needs.
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- 10. 8/26/2013 10 MOST SEO’S STRUGGLE WITH CONTENT MARKETING. All SEOs know that they need to become publishers, but few are doing it well.
- 12. 8/26/2013 12 “Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.” – David Ogilvy
- 13. 8/26/2013 13 It’s an integrated approach. We are all Marketers Now.
- 14. 8/26/2013 14 HUMANIZE your Portal. Meet Generation “C” – The Connected and Empowered User. Content applies to HR too……
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- 16. 8/26/2013 16 Blog & Content Marketing Program Launch
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- 18. 8/26/2013 18 Blog Analytics Added Here
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- 21. 8/26/2013 21 CURRENT STATE 1. Artificial Link Building 2. Sitemaps 3. Meta Tags 4. Content without Context 5. Social Submission 6. Over Optimization 7. Blogging Anonymously FUTURE STATE 1. Agent Rank 2. Content in right Context 3. Personalization 4. Blog Freshness 5. Keyword Mapping 6. Speed Optimization 7. Thought Leadership
- 22. 8/26/2013 22 FACT Google has changed the way they used to rank pages Are Your SEO Methods Up to Date?
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- 27. 8/26/2013 27 “In the world of information abundance, people turn to experts for advice, not sales or outbound marketing ads”
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- 29. 8/26/2013 29 1. Note that “repurpose” is not the same as “republish” – exact duplicates can turn off a reader quickly. 2. Turn a speech or presentation into blog posts or articles 3. Break up chapter-length content or articles into a series of blog posts 4. Repurpose offline content to use online 5. Customer Feedback 6. FAQs 7. Journalists 8. White papers
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- 32. 1. Amount of original content versus copied content 2. Layout of the site 3. Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? 4. Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? 5. Does the page provide substantial value when compared to other pages in search results? 6. Is the site a recognized authority on its topic? 8/26/2013 32
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Notas do Editor
- I also share actionable insights into how Social Search is transforming the SEO industry and provide thought leadership in the world of social search and produce a very measurable boost to our brand authority
- The old school ‘build links at it and it will rank approach' just won't workin 2013. SEO is fast becoming a much more multi-channeled approach and many new factors now need to be considered. For example, social signals just weren't important in 2005 but in 2013 you must be paying attention to these because Google is also admitting that they are now a ranking factor.
- The Florida update was the first “game changer” update as many top ranking dissapeared from the rankings. Sheer panic erupted across the board because it seemed that Google finally cracked down on the manipulative tactics being used to get pages to rank.The Brandy Update emphasised Latent Semantic Indexing – the idea of using synonyms on your website. Someone by the name of “GoogleGuy” (aka Matt Cutts) made an interesting point just before the update that webmasters who do not “think about search engines” generally do not bother to include word variants – and spammers can easily create doorway pages full of word variants. What does that mean? You can’t outsmart Google just by throwing keyword variations into your text – it has to be natural.In June, 2005 Google made their first mass release of Personalized Results. The purpose of this change was to influence the results shown to a user logged into their Google Account The impact of Universal Search on Search Engine Optimisation was that the SERPs integrated material from Google’s multiple channels and opened “back-doors” to the first page. If you could get a video ranking, it could sneak to the top of the results pages of very competitive keywords. The change brought together images, videos, news, maps, and websites into a single set of results.Real Time Search was about including fresh, topical content in the SERPs. If there is an earthquake or other major event, it makes sense that queries about that location bring up links to relevant news articles even if they did not have long-standing high quality links or other time-related signals of authority. RTS brought with it the idea of Query Deserves Freshness (QDF), as Google had to determine what queries need frequent updating.Here’s a video from Google about the change.The Vince update, named after the Google engineer who invented it, is known as the Google update that boosted the rankings of popular brands. Matt Cutts went on a record saying that the change wasn’t about boosting brands per say, but rather putting more weight on domain authority, trust, and reputation (which big brands generally have). This change really highlighted the importance of working towards establishing credibility and building an authoritative domain.Vince Update On August 10, 2009 Google began inviting people to test out their “next generation infrastructure”. It finished rolling out, 2010, and touted both “50 percent fresher results” and the largest index ever collected. Google went from having layers of their index each updating at a different rate (each requiring an entire re-crawl of the web before updates could be rolled-out), to smaller portions that would update on a continuous basis.Google and Bing confirmed that they use social signals in determining ranking, including data from Twitter and Facebook. Matt Cutts confirmed that this was a relatively new development for Google, although many SEOs had long suspected it would happen.A major algorithm update hit sites hard, affecting up to 12% of search results (a number that came directly from Google). Panda seemed to crack down on thin content, content farms, sites with high ad-to-content ratios, and a number of other quality issues. Panda rolled out over at least a couple of months, hitting Europe in April 2011.After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries.
- Google intended only to cleanup SEO, not banish it or set off a war with SEO. You need to interegrate Social, PR, Content with SEO. SEO is no longer a separate function. It is centralized and integrated efforts.
- Sweet spot is your product. Make sure you are in alignment with customer, you are in alginment with brand/product expertise, and then maps each keyword to specific product lines.In today’s hyperconnected ERA and information overload, buyers/Users have more control than ever. So you need Thought Leadership Content toPull them, Win their Trust, and build Relationships. Then use blogging to Nurture them, You can also use or Leverage User Graph APIs from Linkedin, Facebook, Twitter to build hyper segmentations and context based on customer needs. All of this will align your customer needs and pain points to specific solutions. Remember, the sweet spot is your PRODUCT.
- The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.For most organizations, this is going to be a mix of internal contributors and external freelancers. Few people know the ins and outs of your sector like your own employees. Furthermore, no content builds the relationship and trust between prospects and your brand better than content coming authentically from your team. So you’ll want to recruit a good number of internal contributors. Product Managers Sales RepsCustomer Support RepsProject ManagersRegulatory Analyst Business AnalystsSEO Specialist/ExpertAt the same time, content marketing requires a significant quantity of content. However, no matter what your team composition is, there is a critical role in the form of the Managing Editor. Many stakeholders provide inputs and extract outputs from the Content Marketing Machine, but marketing departments need at least one person whose primary responsibility is to man its controls and be accountable for its results. This role is either filled by an SEO who can do a managing editor role and runs the Editorial Calendar, manages content production and distribution, supervises the development of an audience, , and monitors the metrics.
- EHS product lineReal estate product lineFood and BeveragePLAN: You need to segment each product line into top keywords that people type in Google. TEAM: Then you need to assemble a team. A segmented team that supports the content strategy for each keywords, and each keyword should support the product line.Each segmented team should have an SEO, Content Editor or a content manager, product manager, you may even have a customer support person that is specialized for the product line. All of them need to support the specific segment.You can talk about some of the habits and behaviors. Common challenges, whatr are the reporting challenges. Surveys. Imagine 4 to 5 people talming about same segment. How important the message be and that will make a complete content ecosystem.Additionally, you can also uses some external contributors,.. I looked at OSHAcampus blog, learninsruace blog. Quick frankly, they generic in nature. Not addressing customer pain points or addressing the products. Your effort need to turn into ROI in a very closed loop manner.
- He was an advertising executive. He is widely hailed as "The Father of Advertising."
- Engaging customers today requires commitment from the entire company—and a redefined marketing organization.Integrated approach…marketing is no longer a department. “If it doesn’t sell, it isn’t creative”.Put simply – you need enough users in a segment that is your product line, who care about what you’re doing to in order to convert them or turn them into advocates for your brand.
- Marketing isn’t just a few individual events. It’s the sum total of everything you doYour customers are human. Your partners are human. Your employees are human. Even your social media fans and followers are human.Your audience wants to see you, hear you and understand you. And When you build an audience, you don’t have to buy people’s attention—they give it to you. This is a huge advantage.Humanizing your brand is a requirement, not an option if you want to survive in business today. Yes, you can put brand humanization on hold. However, every day you lose is a day you could be building relationships, nurturing friendships, establishing and earning the respect of powerful brand evangelists Share photos and videos of your team being human. The web is evolving, orienting around people rather than contentIn this era of Digital Darwinism, a time when society and technology are evolving faster than many organizations can adapt, we must realize that customer landscapes are not only changing, they’re evolving beyond our grasp todayThe traditional funnel no longer works on connected customers. It’s far too dynamic and the evolution is spinning the ellipse faster than your business is adaptingBy the way, content marketingIt also applies to HR, in fact, it is very critical for HR to understand the importance of blogging and content marketing. In order to recruit, gen Y, the millenials, they don’t come in to your office like that. They first check your blog, your team on the blog, you need to blog about your culture, the value you provide. Why would they join you. How transparent you are. Do their values aligns with yours? Do they share the same experiences. Shared characteristics.
- Blog post ranking is done by relevancy and recency. The ranking algorithm takes into account a blog’s reputation
- CONTENT MARKETING tactics don’t just genrater leads they generate revenue.
- Trust MetricsIn my opinion the Google algorithm boils down to this:Authority + Trust + Relevance = RankingsYes, they use over 200 ranking signals to figure out these 3 things. But they’re all in place to determine authority, trust, and relevancy.And if you’re working day and night to build authoritative backlinks, you may want to take a step back and start paying more attention to trust metrics.Brand SignalsThis is a little more subjective than trust, but I think it’s something that Google cares about…which means you should as well.Also, a strongly branded site typically has very engaged readers. In my experience highly engaged readership tends to send serious referral traffic through your link (a nice bonus!).Here are a few brand signals that I pay attention to when vetting a potential link target:Social Media Followers: Are these people active on Twitter, Facebook and Google+? How many followers do they have?Blog Comments: Do people actually interact with the site’s content? You’d be surprised how many authoritative sites lack comments.Social Signals: Do people share their content on social media?Offline Presence: Are they a brand name your mom would recognize?Domain AuthorityAlthough Moz has officially claimed this metric as their own, I tend to look at Domain Authority as general metrics to figure out how much value my link will bring me.After all, in the case of most editorial links, you’re not sure about the page level PR or Page Authority. So you have to make a best-guess estimate using the domain’s authority.
- Trust MetricsIn my opinion the Google algorithm boils down to this:Authority + Trust + Relevance = RankingsYes, they use over 200 ranking signals to figure out these 3 things. But they’re all in place to determine authority, trust, and relevancy.And if you’re working day and night to build authoritative backlinks, you may want to take a step back and start paying more attention to trust metrics.Brand SignalsThis is a little more subjective than trust, but I think it’s something that Google cares about…which means you should as well.Also, a strongly branded site typically has very engaged readers. In my experience highly engaged readership tends to send serious referral traffic through your link (a nice bonus!).Here are a few brand signals that I pay attention to when vetting a potential link target:Social Media Followers: Are these people active on Twitter, Facebook and Google+? How many followers do they have?Blog Comments: Do people actually interact with the site’s content? You’d be surprised how many authoritative sites lack comments.Social Signals: Do people share their content on social media?Offline Presence: Are they a brand name your mom would recognize?Domain AuthorityAlthough Moz has officially claimed this metric as their own, I tend to look at Domain Authority as general metrics to figure out how much value my link will bring me.After all, in the case of most editorial links, you’re not sure about the page level PR or Page Authority. So you have to make a best-guess estimate using the domain’s authority.
- We are becoming a digital society of multitaskers and multiscreeners. As such, you need to invest in a multichannel SEO strategy that appeals to your segments.
- Google Hangouts provides the perfect opportunity for:Branding your business on Google+Interacting directly with your customers, recording, them uploading it to youtube.You can record your Hangout and then publish it as a YouTube video. This is a fantastic opportunity for making training videos, customer education tools, and more. Once it is saved to YouTube, your Hangout is automatically shared on Google+, on your YouTube channel and you can share it with the URL or embed code via any social media, as usual with YouTube. This means that the Hangout can have an extended reach over time, as well as space.
- Google was granted a number of patents exploring different aspects of how documents on the Web might be ranked in part based upon topics identified for those documents and the expertise and/or authority of authors involved in the creation of the documents.Sharing content helps to build your authority.As you share more useful, interesting content, your authority within your niche or industry begins to build. Eventually, you will become known as a knowledge resource for your followers if you regularly post great content.
- Search engines are increasingly using social media activity such as Likes, Tweets, Shares, and +1s to determine which pages are most relevant for keyword searches, and to provide a personalized search experience. This offers an enormous opportunity for marketers to leverage social media to directly impact SEO
- SEO Siloing: Building a Themed STRUCTURE As a result the primary goal of SEO is to improve the website so that the site is about more than targeted keyword phrases – it is about the themes matching those keywords.Oshacampus is missing this. Pages are going straight into specific course pages http://www.oshacampus.com/osha-10-hour-training
- This is a challenging question for many in the SEO and web marketing fields. There are hundreds of "best practices" lists for where to place keywords and how to do "on-page optimization," but as search engines have evolved and as other sources of traffic — social networks, referring links, email, blogs, etc. — have become more important and interconnected, the very nature of what's "optimal" is up for debate.