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In the Past Few Years,
They’ve Become More Inclusive of Domain-Level Signals We’ve seen a lot of searchers around this type of topic get positive results from this site. Let’s see if we can find a relevant result from it.
Classic Keyword Process BrainstormCollect Input
Generate an Ideation List Use KW Research Tools to Expand Group Keywords by Targeting & Ranking Ability Produce List of Pages to Create Based on KWs Don’t KW Cannibalize – Consolidate if Need Be
Use KW Research Tools to
Expand Instead of This: Do This: 1) Search the web, news, images, YouTube, & Buzzsumo using your list 2) Collect the concepts, topics, intents, related searches, & popular content you find 3) Aggregate into a new keyword list for refinement via volume estimate/expansion tools
Group Keywords by Targeting &
Ranking Ability Instead of This: Do This: 1) Group keywords by overlap in searcher intent 2) Break into buckets of 1-5+ terms/phrases that all serve those same intents. Worry less about precise KW match targeting in the title/URL/headline.
Produce List of Pages to
Create Based on KWs Instead of This: Do This: 1) Produce a list of searcher intents w/ 1-5 KWs each. 2) Create pages to target each intent, and plan ongoing content efforts w/ more competitive & temporally demanding KWs
Don’t KW Cannibalize; Consolidate if
Need Be Instead of This: Do This: 1) If you have multiple pages already targeting the same KW intent(s), consider consolidation (especially if they don’t rank well). 2) Anticipate creating fresh content that may repeatedly target the same KWs based on temporal changes, new intents, & the goal of connecting your domain w/ those terms in the engine.
A simplistic example to help
illustrate: Keyword Brainstorm List Evil Mustache Wax Mustache Products for Baddies Evil-Doers Facial Grooming Bad Guy Moustaches Criminal Mustaches Villainous Men’s Grooming “Infamous!” “Sinister!” I’m already getting expansion terms from searching
Group keywords by intent, not
matching Villainous Mustaches Bad Mustache Evil Mustache Villain Mustache Monster Mustache Criminal Mustaches Vile Mustaches Styles Evil Mustache Styles Sinister Mustache Products Unsavory, Moustachio’d Characters Sacrilegious Mustaches Loathesome Mustache Wax Detestable Stache Products Vampiric Mustache Grooming Goods Famous Villain Mustaches Movie Badguy Mustaches Searchers looking for any of these keyword phrases likely have the same, shared intent/goal
Build Up Your Site’s Association
with a Topic (or set of topics) Beardbrand’s constant presence across the web (in social, video, news, blogs, etc) means Google associates mustache product searches with their site.
The goal isn’t links. The
goal is to grow the quantity of interactions to the point where the relationship is real. Links are just a great side effect of the relationships (BTW - that’s exactly the type of link Google wants to count)
Pro Tip #1: These are
terrible targets: Sites #1-10 get all the attention, and likely experience online interaction fatigue very fast
These are ideal targets: Sites
#12+ are far more likely to be flattered by/interested in online interactions, and have far fewer pre-existing, web- based relationships
While these are likely excellent
targets: A high social authority means lots of RTs per tweet, but probably not nearly as much attention as the vanity metric owners
Pro Tip #2: Need a
warm intro? GoConspire I can find anyone at a given company and/or any specific person and how we’re connected. Whoa.
Pro Tip #3: Correlation Exists
Between Advertisers on Small-Medium Sites & Links There’s a strong probability that at some point, the blogger/site owner will editorially link to these folks, simply because they’re top of mind.
Pro Tip #4: Brand Mentions
Near Keywords May Have Link-Like Effects This page isn’t even a great match, but Google’s associations of MarthaStewart.com w/ terms like “house” and “home organization” and “checklist” likely play into the ranking
Criteria for Modern Content Investments:
One-of-a-Kind–appearsnowhereelseontheweb Relevant–containscontentenginescaninterpretason-topic Helpful–resolvesthesearcher’squeryinauseful,efficientmanner Uniquely Valuable–providesinformationthat’sunavailable elsewhere Great UX–iseasy&pleasurabletoconsumeonanydevice Likely to Spread– convincinglyanswersthequestion: “Whowillamplifythiscontentandwhy?”
More: Manufacturing Serendipity & WB
Friday on Serendipitous Marketing Serendipity is Powerful Because It’s Hard to Track, and Almost Never Competitive Attend a conference in Portland Meet a woman through a mutual friend who invites you to participate in a webinar Webinar attendee is impressed, invites you to speak at an event in San Jose San Jose event leads to $1mm in new business How do you attribute/measure the value of going to conferences in Portland?
Overinvest in your unique strengths.
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