The document discusses content strategy and its importance for SEO and building industry authority. It recommends developing a content strategy that involves optimizing websites for keywords, writing blog posts, leveraging social media, and recycling existing content. The strategy should focus on the needs of target audiences and motivate them while addressing their concerns. An example shows how different content types such as webpages, press releases, blog posts, videos and photos can work together around a new product launch.

1. SEO, CONTENT
STRATEGY AND INDUSTRY
AUTHORITY
Content Strategy, SEO and Social Media

2. WHAT WE WILL COVER

3. WHAT WE WILL COVER
Part 1: SEO

4. WHAT WE WILL COVER
Part 1: SEO
How to pick keywords

5. WHAT WE WILL COVER
Part 1: SEO
How to pick keywords
How to optimise a website

6. WHAT WE WILL COVER
Part 1: SEO
How to pick keywords
How to optimise a website
How to build links

7. WHAT WE WILL COVER

8. WHAT WE WILL COVER
Part 2 : Content Strategy

9. WHAT WE WILL COVER
Part 2 : Content Strategy
The basics of a strategy

10. WHAT WE WILL COVER
Part 2 : Content Strategy
The basics of a strategy
Coming up with original content

11. WHAT WE WILL COVER
Part 2 : Content Strategy
The basics of a strategy
Coming up with original content
Distributing it effectively

12. WHAT WE WILL COVER

13. WHAT WE WILL COVER
How content can...

14. WHAT WE WILL COVER
How content can...
Make your brand an authority

15. WHAT WE WILL COVER
How content can...
Make your brand an authority
Greatly increase search engine traffic

16. WHAT WE WILL COVER
How content can...
Make your brand an authority
Greatly increase search engine traffic
Make social media management easy

17. WHAT IS SEO?

18. WHAT IS SEO?

19. WHAT IS SEO?
“The process of improving the visibility
of a website or a web page in the un-paid
("organic") search results...the higher
ranked on the search results page, the
more visitors it will receive”

20. WHAT IS SEO?
“The process of improving the visibility
of a website or a web page in the un-paid
("organic") search results...the higher
ranked on the search results page, the
more visitors it will receive”
- wikipedia

21. THE ‘ORGANIC’ RESULTS

22. WHY DO SEO?

23. WHY DO SEO?
Traffic on websites means...

24. WHY DO SEO?
Traffic on websites means...
Greater brand exposure

25. WHY DO SEO?
Traffic on websites means...
Greater brand exposure
More enquiries

26. WHY DO SEO?
Traffic on websites means...
Greater brand exposure
More enquiries
And more sales

27. WHY SME’S DO SEO?

28. WHY SME’S DO SEO?
SEO is an industry leveller

29. WHY SME’S DO SEO?
SEO is an industry leveller
You can compete internationally in
competitive markets and win

30. WHY SME’S DO SEO?
SEO is an industry leveller
You can compete internationally in
competitive markets and win
So long as you do it right...

31. SEO MISTAKE 1

32. SEO MISTAKE 1
Choosing the wrong keywords

33. CHOOSING KEYWORDS

34. CHOOSING KEYWORDS
Assumption is the enemy of SEO

35. CHOOSING KEYWORDS
Assumption is the enemy of SEO
So, use the Google Keyword Tool

36. CHOOSING KEYWORDS
Assumption is the enemy of SEO
So, use the Google Keyword Tool
(it’s free and easy to use)

38. CHOOSING KEYWORDS

39. CHOOSING KEYWORDS
Look at ‘exact’ match keywords

40. CHOOSING KEYWORDS
Look at ‘exact’ match keywords
Compare volume with competition - find
gaps in the market

41. CHOOSING KEYWORDS
Look at ‘exact’ match keywords
Compare volume with competition - find
gaps in the market
Mix quick-wins with long-term goals

42. SEO MISTAKE 2

43. SEO MISTAKE 2
Poor keyword focus

44. SEO COPYWRITING

45. SEO COPYWRITING
Google ranks webpages, not websites

46. SEO COPYWRITING
Google ranks webpages, not websites
1-2 phrases per page

47. SEO COPYWRITING
Google ranks webpages, not websites
1-2 phrases per page
In your title, meta data, heading, sub-
heading, alt tag, body copy, etc...

48. SEO COPYWRITING

49. SEO MISTAKE 3

50. SEO MISTAKE 3
Sitting back and waiting for the rankings

51. LINK BUILDING

52. LINK BUILDING
Your site needs in-bound links

53. LINK BUILDING
Your site needs in-bound links
Google is a popularity contest

54. LINK BUILDING
Your site needs in-bound links
Google is a popularity contest
Many ways to get links...

55. LINKS AVAILABLE

56. SO...

57. SO...
Choose your keywords carefully

58. SO...
Choose your keywords carefully
Optimise your pages properly

59. SO...
Choose your keywords carefully
Optimise your pages properly
Build lots of links from external sites

60. SO...
Choose your keywords carefully
Optimise your pages properly
Build lots of links from external sites
Don’t forget your blog, social profiles,
press releases, articles, videos, etc.

61. WHAT IS CONTENT?

62. WHAT IS SEO?

63. WHAT IS SEO?
“In media production and publishing,
content is information and experiences
that may provide value for an end-user/
audience”

64. WHAT IS SEO?
“In media production and publishing,
content is information and experiences
that may provide value for an end-user/
audience”
- wikipedia

65. WHAT IS CONTENT?

66. WHAT IS CONTENT?
“Content is king”

67. WHAT IS CONTENT?
“Content is king”
- all internet marketers

68. WHAT IS CONTENT?

69. WHAT IS CONTENT?
Traditionally, content is seen as text:

70. WHAT IS CONTENT?
Traditionally, content is seen as text:
web pages

71. WHAT IS CONTENT?
Traditionally, content is seen as text:
web pages
product listings

72. WHAT IS CONTENT?
Traditionally, content is seen as text:
web pages
product listings
blog posts

73. WHAT IS CONTENT?
Traditionally, content is seen as text:
web pages
product listings
blog posts
press releases

74. WHAT IS CONTENT?

75. WHAT IS CONTENT?
As well as:

76. WHAT IS CONTENT?
As well as:
white-papers

77. WHAT IS CONTENT?
As well as:
white-papers
forum discussions

78. WHAT IS CONTENT?
As well as:
white-papers
forum discussions
advice articles

79. WHAT IS CONTENT?
As well as:
white-papers
forum discussions
advice articles
user comments

80. WHAT IS CONTENT?

81. WHAT IS CONTENT?
But content is also:

82. VIDEOS

83. IMAGES

84. AUDIO

85. DOWNLOADS

86. GAMES

87. COMPETITIONS

88. WHY IS IT SO IMPORTANT?

89. WHY IS IT SO IMPORTANT?
Without good content, you have don’t
have much to offer

90. WHY IS IT SO IMPORTANT?
Without good content, you have don’t
have much to offer
Your brand will struggle to stand out

91. WHY IS IT SO IMPORTANT?
Without good content, you have don’t
have much to offer
Your brand will struggle to stand out
You won’t find many new fans and
followers

92. WHY IS IT SO IMPORTANT?

93. WHY IS IT SO IMPORTANT?
Social media is based on building
relationships whilst sharing and
discussing content

94. WHY IS IT SO IMPORTANT?
Social media is based on building
relationships whilst sharing and
discussing content
Your brand can be at the centre of this

95. WHY IS IT SO IMPORTANT?
Social media is based on building
relationships whilst sharing and
discussing content
Your brand can be at the centre of this
Attract new fans and build loyalty with
existing ones

96. YOUR CONTENT
STRATEGY

97. CONTENT STRATEGY

98. CONTENT STRATEGY
Whether you like it or not, you are a web
publisher

99. CONTENT STRATEGY
Whether you like it or not, you are a web
publisher
Either control and manage your content

100. CONTENT STRATEGY
Whether you like it or not, you are a web
publisher
Either control and manage your content
Or leave it up to fate

101. CONTENT STRATEGY

102. CONTENT STRATEGY
Do you have one?

103. CONTENT STRATEGY
Do you have one?
Ask yourself...

104. YOUR WEBSITE

105. YOUR WEBSITE
Why does your website exist?

106. YOUR WEBSITE
Why does your website exist?
What do you want to accomplish?

107. YOUR WEBSITE
Why does your website exist?
What do you want to accomplish?
How do you define success?

108. YOUR WEBSITE
Why does your website exist?
What do you want to accomplish?
How do you define success?
Always keep this in mind

109. YOUR ORGANISATION

110. YOUR ORGANISATION
Can you produce good content?

111. YOUR ORGANISATION
Can you produce good content?
Do you have the resources to create
stories/videos/images/etc?

112. YOUR ORGANISATION
Can you produce good content?
Do you have the resources to create
stories/videos/images/etc?
Do you have buy-in from all
departments?

113. YOUR VISITORS

114. YOUR VISITORS
Who is the content aimed at?

115. YOUR VISITORS
Who is the content aimed at?
Who is your target market?

116. YOUR VISITORS
Who is the content aimed at?
Who is your target market?
What do they find interesting?

117. YOUR VISITORS
Who is the content aimed at?
Who is your target market?
What do they find interesting?
What questions do they have?

118. YOUR VISITORS
Who is the content aimed at?
Who is your target market?
What do they find interesting?
What questions do they have?
How do they get value from your site?

119. YOUR VISITORS

120. YOUR VISITORS
What motivates your audience?

121. YOUR VISITORS
What motivates your audience?
What inspires them?

122. YOUR VISITORS
What motivates your audience?
What inspires them?
What are their interests?

123. YOUR VISITORS
What motivates your audience?
What inspires them?
What are their interests?
Do competing sites take care of these?

124. YOUR VISITORS

125. YOUR VISITORS
What de-motivates my audience?

126. YOUR VISITORS
What de-motivates my audience?
What are they worried about?

127. YOUR VISITORS
What de-motivates my audience?
What are they worried about?
What problems do they have?

128. YOUR VISITORS
What de-motivates my audience?
What are they worried about?
What problems do they have?
Do competing sites take care of these?

129. FINDING THE NEED

130. FINDING THE NEED
Research what people are already
looking for:

131. FINDING THE NEED
Research what people are already
looking for:
Q&A sites

132. FINDING THE NEED
Research what people are already
looking for:
Q&A sites
Blogs

133. FINDING THE NEED
Research what people are already
looking for:
Q&A sites
Blogs
Discussions

137. RECYCLING CONTENT

138. RECYCLING CONTENT
Use existing content

139. RECYCLING CONTENT
Use existing content
Can offline content be brought online?

140. RECYCLING CONTENT
Use existing content
Can offline content be brought online?
Re-package and re-distribute failed
campaigns

141. USING SOCIAL MEDIA

142. SOCIAL MEDIA

143. SOCIAL MEDIA
“First you have to have great
content...then you need to tell people
about it”

144. SOCIAL MEDIA
“First you have to have great
content...then you need to tell people
about it”
-Matt Cutts, Head of Webspam at
Google

145. BLOGGING

146. BLOGGING
Social media starts at home - blog
before anything else

147. BLOGGING
Social media starts at home - blog
before anything else
Write about industry & company news,
create advice articles

148. BLOGGING
Social media starts at home - blog
before anything else
Write about industry & company news,
create advice articles
Be informative, controversial, funny

149. BLOGGING

150. BLOGGING
Users will trust you more and see you
as an authority

151. BLOGGING
Users will trust you more and see you
as an authority
It will be easier to attract and retain
visitors

152. BLOGGING
Users will trust you more and see you
as an authority
It will be easier to attract and retain
visitors
People will distribute your messages

153. DOMINATE YOUR NICHE

154. DOMINATE YOUR NICHE
Social media isn’t just about the big
sites (Facebook, Twitter, etc)

155. DOMINATE YOUR NICHE
Social media isn’t just about the big
sites (Facebook, Twitter, etc)
Look for smaller, niche communities

156. DOMINATE YOUR NICHE
Social media isn’t just about the big
sites (Facebook, Twitter, etc)
Look for smaller, niche communities
Industry blogs, forums & news sites

157. SOCIAL PROMOTION

158. SOCIAL PROMOTION
Viral rarely happens by accident -
promote everything

159. SOCIAL PROMOTION
Viral rarely happens by accident -
promote everything
Cross pollinate - different people use
different sites

160. SOCIAL PROMOTION
Viral rarely happens by accident -
promote everything
Cross pollinate - different people use
different sites
Be consistent

161. SOCIAL PROMOTION

162. SOCIAL PROMOTION
Find other blogs that can carry a guest
blog post or you can comment on

164. HOW IT FITS TOGETHER

165. HOW IT FITS TOGETHER
You have a new product/service

166. HOW IT FITS TOGETHER
You have a new product/service
Rather than just write a new page about it
on your site, your strategy could look
like...

168. Keyword-rich webpage

169. Keyword-rich webpage


170. Keyword-rich webpage

Press release

171. Keyword-rich webpage

Press release


172. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

173. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)


174. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

175. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post


176. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

Promotional blog posts (off-site)

177. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

Promotional blog posts (off-site)


178. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

Promotional blog posts (off-site)

Email to customer list

179. Keyword-rich webpage

Press release

Keyword-rich blog post (on-site)

Tweet about web page and blog post

Promotional blog posts (off-site)

Email to customer list


181. Facebook page promotion

182. Facebook page promotion


183. Facebook page promotion

Video review on YouTube

184. Facebook page promotion

Video review on YouTube


185. Facebook page promotion

Video review on YouTube

New photos on Flickr

186. Facebook page promotion

Video review on YouTube

New photos on Flickr


187. Facebook page promotion

Video review on YouTube

New photos on Flickr

Tweet about the video & images

188. Facebook page promotion

Video review on YouTube

New photos on Flickr

Tweet about the video & images


189. Facebook page promotion

Video review on YouTube

New photos on Flickr

Tweet about the video & images

Answer questions on blogs

190. Facebook page promotion

Video review on YouTube

New photos on Flickr

Tweet about the video & images

Answer questions on blogs


191. Facebook page promotion

Video review on YouTube

New photos on Flickr

Tweet about the video & images

Answer questions on blogs

Join discussions on forums

192. BROOKLYN MUSEUM

193. BROOKLYN MUSEUM
Brooklyn Museum uses behind-the-
scenes content to draw in visitors and
then encourages them to add to it

194. BROOKLYN MUSEUM
Brooklyn Museum uses behind-the-
scenes content to draw in visitors and
then encourages them to add to it
“We want to engage with our
community”

200. SEO BENEFITS

201. SEO

202. SEO
“Provide unique and relevant content
that gives users a reason to visit your
site...create a useful, information rich
site”

203. SEO
“Provide unique and relevant content
that gives users a reason to visit your
site...create a useful, information rich
site”
- Google

204. SEO

205. SEO
Google is constantly looking for content
to show to users

206. SEO
Google is constantly looking for content
to show to users
Creating content isn’t enough

207. SEO
Google is constantly looking for content
to show to users
Creating content isn’t enough
You need to optimise it, so it shows in
the right search results

208. SEO

209. SEO
Blogging allows you to quickly create
keyword rich content

210. SEO
Blogging allows you to quickly create
keyword rich content
Fresh content keeps Google returning

211. SEO
Blogging allows you to quickly create
keyword rich content
Fresh content keeps Google returning
Comments increase your ‘long-tail’ reach

212. SEO

213. SEO
“Highly specific multi-word phrases tend
to be far easier to rank for than the
more generic single or double keyword
phrases”

214. SEO
“Highly specific multi-word phrases tend
to be far easier to rank for than the
more generic single or double keyword
phrases”
- Wordtracker

215. KEYWORD RESEARCH

216. KEYWORD RESEARCH
Find ‘long-tail’ opportunities in your area

217. KEYWORD RESEARCH
Find ‘long-tail’ opportunities in your area
Use the Google Keyword Tool

218. KEYWORD RESEARCH
Find ‘long-tail’ opportunities in your area
Use the Google Keyword Tool
and your Analytics data

221. KEYWORD RESEARCH

222. KEYWORD RESEARCH
Long Tail keywords represent around
70% of most traffic

223. KEYWORD RESEARCH
Long Tail keywords represent around
70% of most traffic
They are also a lot easier to rank for...

225. LINK-BAIT

226. LINK-BAIT
In-bound links are critical to high search
engine rankings

227. LINK-BAIT
In-bound links are critical to high search
engine rankings
Great content generates its own links

228. LINK-BAIT
In-bound links are critical to high search
engine rankings
Great content generates its own links
Contextual links more likely

229. SEO & SOCIAL

230. SEO & SOCIAL
“Social metrics are well correlated with
higher rankings”

231. SEO & SOCIAL
“Social metrics are well correlated with
higher rankings”
- Rand Fishkin, SEOmoz

232. SEO & SOCIAL

233. SEO & SOCIAL
Sites like Facebook and Twitter are
influencing SEO

234. SEO & SOCIAL
Sites like Facebook and Twitter are
influencing SEO
Re-tweets, Likes, shares and +1’s are
pushing sites up the results

235. SEO & SOCIAL
Sites like Facebook and Twitter are
influencing SEO
Re-tweets, Likes, shares and +1’s are
pushing sites up the results
Search & Social are combined

236. SO...

237. YOU NEED TO

238. YOU NEED TO
Find out what your market is interested in

239. YOU NEED TO
Find out what your market is interested in
Create content that answers their
questions

240. YOU NEED TO
Find out what your market is interested in
Create content that answers their
questions
Make text-based content keyword rich

241. YOU NEED TO

242. YOU NEED TO
Plan how to distribute your content

243. YOU NEED TO
Plan how to distribute your content
Engage in discussions and link back to
your content

244. YOU NEED TO
Plan how to distribute your content
Engage in discussions and link back to
your content
Try to get visitors to add to your content

245. ANY QUESTIONS?

246. ANY QUESTIONS?
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