Talk from SMX Paris and iDate 2015 on how to make Google love your website using SEO and content marketing in the online dating sector.

1. 10 Steps to Make Google (and Your Audience)
LOVE Your Website
Kevin Gibbons
Managing Director
BlueGlass

2. WWW.BLUEGLASS.COM
2
The Goal = Make Google & Your Audience Love Your Website!
How we leveraged content marketing to build WeLoveDates into an online
authority over the short, medium and long-term...

3. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 3
1) Who’s Your Audience?
Think about your
customers:
● Who are they?
● What do they like?
● Where do they hang out?
(online & offline)
www.blueglass.co.uk @blueglass

4. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 4
2) What Do They Want to See?
“The story is
everything, it’s
our job to tell
better stories”
Kevin Spacey
HEAD LINE
MAIN HEAD
LINE
Lorem Ipsum is simply dummy text of
the printing and typesetting industry.
Lorem Ipsum has been the industry's
standard dummy text ever since the
1500s, when an unknown printer took
a galley of type and scrambled it to
make a type specimen book
www.blueglass.co.uk @blueglass

5. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 5
3) What Has Worked Well Before?
Research and learn
from the top content in
your sector using tools
like Buzzsumo
www.blueglass.co.uk @blueglass

6. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 6
4) How Well Are You Doing It?
Export Google Search
Console/Google Analytics data
to classify into 3 key groups:
1) 1-5 Positions - top
performing terms
2) 6-20 Positions - top
growth opportunities
3) 21+ Positions - new
keyword & content
opportunities
www.blueglass.co.uk @blueglass

7. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 7
5) Where’s the Opportunity?
Understand WHAT success
looks like and WHERE it’s
going to come from
(This is an example of our content
gap analysis to pinpoint category
level SEO opportunities)
www.blueglass.co.uk @blueglass

8. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 8
6) Where’s Your Low-Hanging Fruit?
Review content you
already have and can
improve it...
Be prepared to cull some
too!
HEAD LINE
MAIN HEAD
LINE
Lorem Ipsum is simply dummy text of
the printing and typesetting industry.
Lorem Ipsum has been the industry's
standard dummy text ever since the
1500s, when an unknown printer took
a galley of type and scrambled it to
make a type specimen book
www.blueglass.co.uk @blueglass

9. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 9
7) Secure Quick Wins by Producing “Better” Content
Pick a target keyword/topic &
create the best content you can.
We updated 50 city pages to turn
into local dating guides for each
specific location.
This was much better content
than previous boilerplate content
and had a quick impact to
improving rankings.
www.blueglass.co.uk @blueglass

10. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 10
8) Build into More Creative & Bigger Campaigns
Turn good content, into great campaigns to earn authority coverage and links,
unimaginable from traditional SEO.
www.blueglass.co.uk @blueglass

11. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 11
9) Let the Small Wins Build into Bigger Wins
Keep your strategy focused, so that you can see it unfold:
154% increase in organic traffic from Feb 2015 to May 2015 for target city level pages.
www.blueglass.co.uk @blueglass

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10) Rinse & Repeat
Once you’ve proven
content marketing
works on a small
scale, do it again…
And again!
www.blueglass.co.uk @blueglass

13. WWW.BLUEGLASS.COM
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Summary = Make Google & Your Audience Love Your Website!
How we leveraged content marketing to build WeLoveDates into
an online authority over the short, medium and long-term...
● Social media
engagement
● SEO (long-tail)
● Authority links
● Digital PR coverage
● Referring traffic
Short-Term
● Content strategy
● SEO (head /
competitive phrases)
● Page/category level
link authority
● Email subscribers
● Social followers/fans
MidTerm
● Platform
● Branding
● Audience building
● Direct traffic
● Domain authority
● Thought
leadership
LongTerm

14. TALLINN
Vilmsi 47,
Tallinn 10126
Estonia
+372 56 451 798
info@blueglass.ee
www.blueglass.ee
ZÜRICH
Blueglass Interactive AG
Tellstrasse 31
CH-8004 Zürich
+41 44 542 40 00
info@blueglass.ch
www.blueglass.ch
LONDON
45 Leather Lane
London EC1N 7TJ
United Kingdom
+44 (0)207 242 0142
info@blueglass.co.uk
www.blueglass.co.uk
www.blueglass.co.uk @blueglass
Kevin Gibbons
Managing Director
kgibbons@blueglass.com