The document discusses various content marketing strategies and algorithmic ranking factors for search engines. It provides tips for developing content over link building, including creating content that builds brands and earns links organically. Various content ideas are proposed, such as creating infographics, mobile apps, blogs and analyzing costumes. The document advocates for developing multi-channel content that builds communities and lasts over various platforms.
11. Go Overboard
Once you’ve gone to “supreme link pyramid elite,” you know you’re desperate. http://www.wickedfire.com/linksseo/154095-supreme-all-one-seo-solution-only-28-proven-results-dominate-google.html
15. Links Were Never Really Votes
Does the author mean
to endorse this page?
Does he mean to say it
should rank better for
“a very similar thing?”
Search engines found links useful as a proxy, but most of those linking on the web don’t intend to contribute to the link graph.
16. The Algo Wasn’t Intended to Benefit Marketers
http://marketingland.com/is-googles-over-optimization-penalty-its-jump-the-shark-moment-in-web-search-8633
17. But SEOs Are Better at Links than Everyone Else
Linklove London Last Friday via: http://foliovision.com/2012/03/31/distilled-linklove-conference-london-2012-review
18. WebSpam Struggles to Keep Up
http://www.seomoz.org/blog/how-google-makes-liars-out-of-the-good-guys-in-seo
19. Many Links are a Thorn in Search Engines’ Side
An enlightening example of spammer mentality: https://www.google.com/search?q=build+my+rank+alternatives
20. Google’s Clearly Trying to Move Beyond Links
Individual link
metrics have lower
correlation over
time, while social
signals rise.
Via http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
21. Sharing on the Web Has Evolved
It used to be that
the “Linkerati”
controlled the
web’s sharing.
http://www.seomoz.org/blog/21-tips-to-earn-links-and-tweets-to-your-blog-post
22. Today, the “Linkerati” are a Far Bigger Group
Via http://www.slideshare.net/fullscreen/PewInternet/022612-nfais-newnormalpdf/6 (Pew Internet & American Life Project)
24. I Want to Rank Higher For This Query
Ranking here
will bring me
more customers
https://www.google.com/search?q=custom+kitchen+knives
25. Decision Time
OPTION A:
Create lots of great content, start
a blog, shoot some videos, build
up a community via social
networks, participate in forums,
try to earn some press…
Option A sounds like a lot of work…
OPTION B:
Point some @#$%ing
links at my page.
26. Most SEOs Make the Obvious Choice
YEE-HAW LINKS!!
Option B can certainly work.
28. What Really Matters to a Business on the Web?
Competitors
Tactics:
Paid Search
Banners & Display
Ads
Brand Advertising
Television, Radio & Print Media
Contextual Ads
Avg Cost of Acquisition:
$95.00
$150.00
$Unknown
$180.00
$115.00
Paid forms of acquisition are easier to measure, optimize and invest in. Management’s comfortable with them.
The engines/platforms make it easy to buy them. Why wouldn’t you use paid acquisition?
29. What Really Matters to a Business on the Web?
“Inbound” Tactics
Avg Cost of Acquisition:
Organic Search
$15.00
Social Media Marketing
$35.00
Blogs & RSS
$60.00
Community / Forum Participation
$20.00
Video Content
$70.00
If you invest in inbound tactics, your cost of custom acquisition can be dramatically lower than the competition’s
30. What Really Matters to a Business on the Web?
COCA / CLTV = This
Ratio. Strength here
means you have more
to invest in every other
part of the business.
Thanks to Cascadia Capital for the chart: http://www.cascadiacapital.com/
31. Decision Time
OPTION A:
Content + SEO + Social +
Community + Press
OPTION B:
Point some @#$%ing
links at the page.
Which one of these truly
results in lower COCA?
This time, Option A looks a lot more appealing.
33. #1: I Want to Invest in Multiple Channels at Once
Higher
Conversion Rate
Higher Organic
Search Rankings
More Direct &
Bookmarking Traffic
More Long
Tail SEO
CONTENT!
Bigger Fanbase &
Community
More Brand
Visibility
Stronger Social
Following
More Referring
Links
Content, by its very nature, creates multi-channel marketing opportunities and wins.
34. #2: I Want to Be Proud of My Work
Am I making the Internet a better place?
35. #3: I Want Strategies that Last No Matter What
If this is the future, I
better build a memorable
brand that has positive
signals of every kind.
I want marketing that will last even if Siri replaces Google, social replaces search, apps replace the web, etc. (note: I don’t
actually believe any of those things will happen, but I do like to be prepared)
36. #3: I Want Strategies that Last No Matter What
Who knows, maybe DDG is really on to something: http://duckduckgo.com/traffic.html
37. #4: Content Builds Links While I Sleep
Virtually every link here is
editorially-given because
of content we’ve produced
https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end of the query narrows to results from just 1hr)
40. Don’t Limit Yourself to Content About Your Subject
This blog might work for
them, but IMO, it’s far too
topically specific and not
“interesting” enough to be
consistently share-worthy.
http://www.theofficesuppliessupermarket.com/blog
41. Discover What Your Audience Shares
Three tools: http://followerwonk.com, http://topsy.com, and Google’s Discussion Search
42. Brand Your Content to Align with Your Business/Products
Fiskars Scissors (fiskars.com) runs the amazing Fiskateers blog (http://www.fiskateers.com/); a great example of alignment.
Though, for SEO, I wish they’d gone with fiskars.com/fiskateers or fiskars.com/blog
43. Or Brand Your Product to Align with Your Content?
Coudal Partners is a
fascinating example of this.
This is basically what we did at SEOmoz – created a product that fit with the content + audience we’d built
44. Remember, Content Can Mean:
Actual Content
Community
Products
Platform/Data
The “content” you produce and market can be much more than just a blog (though blogs are pretty awesome at this)
53. Erasable, Caffeine
-
onitor Board Next to My Desk
M
http://designtaxi.com/news/351340/In-Caffeine-We-Trust-An-Infographic-To-Track-Your-Coffee-Consumption/ - but simple/erasable on a mini-whiteboard
54. Caffeine Tracking/Contest Mobile App
Make the leaderboard publicly accessible for those who opt-in, and then link to the social accounts of the most caffeinated members.
55. Rating Drinks on an Official “Caffeine Scale”
Rate every beverage from every store possible on caffeine content, taste and caloric content and have a monthly dynamic leaderboard.
56. Weird Foods and Drinks that Contain Caffeine
Ugh… And this is one of the
best articles I could find.
Rate every beverage from every store possible on caffeine content, taste and caloric content and have a monthly dynamic leaderboard.
58. Analysis of Hollywood Costumes
http://clothesmonaut.wordpress.com/category/costume-analysis/ - buy this blog, or re-create it.
59. Give Awards to the Best “Street-Spotted” Costumes
You can set up an
alert/search, watch for
these, tweet to the winners
and ask for permission to
feature their photos.
https://twitter.com/#!/search/realtime/costume%20twitpic – you can use a few modified versions of this query, too
60. Coverage of Non
-
H loween Costume Events
al
http://www.flickr.com/search/?w=all&q=fremont+zombie&m=text – there’s tons of these.
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