My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you can use and how this fits into your wider SEO and content efforts. enjoy.

1. Tips & tools for effective SEO and brand
recognition

2. • 14 Years Digital Marketing – Last 6 in Australia
• Core areas expertise – SEO, SEM, Content marketing & Social
• Agency and Client roles – Starcom, Steak Digital, Aegis - Columbus,
Match.com – currently of Bespoke Agency
• Ecommerce experience – John Lewis, The Good Guys, Officeworks, Roger
David, Adore Beauty, JJB Sports
Who Am I?
@bespoke_agency
www.bespokeagency.com.au
au.linkedin.com/in/martincarlill

3. Tips & tools for effective SEO and brand recognition

4. Google Algorithm Updates #1 Google are taking
spam seriously
#2 Google are rewarding
unique & useful content
#4 Intent & relevancy is
still key to success
#3 Google are penalising
for over-optimisation
Over 200 different signals
to determine rankings
500+ changes to the
algorithm every year

5. There are been some big casualties……

6. FRAMEWORK

7. Framework
Production
• Research
• Data collection
• Data Analysis
• Content
production
• Visual design
Promotion
• Owned social
promotion
• Outreach
• Paid Amplification
Planning
• Keyword research
• Ideation
• Content theme
creation
• Content types
Data driven content

8. Cycle of SEO, content and social
Image Source: TopRank

9. • You have covered technical and on-site SEO fundamentals
• You have good internal site content
• You have a decent understanding of your audience
• Buyer Personas
• Audience Personas
Business Example: Outdoor Furniture
Sells everything you might need to satisfy your outdoor
furniture needs. Full e-commerce site.
A few assumptions

10. CREATING LI(KE)NKABLE
ASSETS & STICKY CONTENT

11. Li(ke)nkable assets & Sticky content
Content generation is hard
Its time consuming
Resource heavy
Non Stop
Only the beginning
Cost effective?
Source: Moz .com - http://moz.com/blog/what-kind-of-content-gets-links-in-2012

12. Li(ke)nkable assets & Sticky content
Content generation is hard
Its time consuming
Resource heavy
Non Stop
Only the beginning
Cost effective?
“The 500 word blog post is dead”68% more likes than shorter posts
Source: Moz .com - http://moz.com/blog/what-kind-of-content-gets-links-in-2012
1500
Words +

13. Li(ke)nkable assets & Sticky content
Image Source: NewsVend
„Halo‟ or „skyscraper‟ content
• Data & research driven
• Long form
• Mix of curated and unique content
• Build your authority on a subject
• Provides a resource for influencer & content
outreach
• Provide fuel for your social channels
• Hub for diversified content production
• Low cost
• Easy to scale
http://www.problogger.net/archives/2013/03/05/heavyweight-help-the-complete-guide-to-getting-started-
on-pinterest
http://www.quicksprout.com/2014/03/24/6-ways-to-make-sure-you-never-get-an-algorithmic-penalty-from-
google/

14. PLANNING

15. Keyword Research
Relevance
Are the terms relevant to the
website?
Volume
Is there volume against these
terms to generate traffic?
Competitiveness
How strong are the competitive
sites?
Feasibility
Do we have sufficient resource
to rank highly?
Category research
Keyword Tools
Search volumes, keyword
popularity, keyword
trends, PPC data
Keyword selection Optimisation
Competitive data
Scraping competitor
sites, search landscape
analysis
Data from audience &
persona research
On-Site Optimisation
Tweak meta-data, headings,
content, internal links, IA, etc
Keyword Mapping
Start mapping keywords to
category/sub-category/content
pages
Creating Content
Create new category? New blog
post? New content hub?
Identify Gaps
Are there valuable keywords that
have not been mapped?

16. Map Keywords (& content) Based on Intent
Awareness
Interest
Consideration
Purchase
outdoor furniture
timber outdoor furniture
jarrah outdoor benches
buy jarrah outdoor bench
• Articles - Disruptive
• Blog posts - Disruptive
• Trend reports
• Research
• Curated content
• Web site content
• Landing pages
• Webinars
• eBooks
• Buyer guides
• Product reviews
• Pricing guides
• Product demos
• Video
• Case studies
• Customer feedback
• How to’s
• Tip sheets
• Tutorials
Garden ideas
Garden design ideas

17. Tool Kit: Keyword research
Google Keyword Planner
Great for mining keyword ideas and search volume data.
TIP: Use [exact] match
Google Webmaster Tools
Export a list of keywords that drove traffic to the website
TIP: Search Traffic > Search Queries
Ubersuggest.org
Great for mining Google Suggest data
Soovle.com
Pulls “suggest” data from up to 15 search engines (eBay &
Amazon as well)

18. Ideation sources
Google suggest
Youtube Suggest
Yahoo Answers
Quora
Planning: Ideation & Content Theme Creation
Your customers
Listen to them, ask
them questions. Quick
polls and surveys are
great ways to do this.
Your competitors
Always good to keep
an eye on what other
people is doing.

19. Planning: Ideation & Content Theme Creation
‘Halo’ Content Themes
Garden ideas
Outdoor design ideas
Outdoor entertaining ideas
Keywords
Audience
Research
Market
research
• Articles - Disruptive
• Blog posts - Disruptive
• Trend reports
• Research
• Video
• Web site content
• Landing pages
• Webinars
• eBooks
• Buyer guides
Awareness
Interest
Garden design search volume: 14140
Halo content themes
Each themes comprises 3-10
sub sections/themes
Garden ideas
Small yard designs
Backyard design ideas
Front yard design ideas
Garden design for pets
Backyard wedding ideas
Working title:
Ultimate guide to
Garden design: 86 ideas
to inspire

20. Tool Kit: Planning
Yahoo Answers
Great for mining ideas & content topics from real questions
TIP: Write questions not keywords
Quora
Great for mining ideas & content topics from real questions
TIP: Use the AU version
Scrape Box
Powerful tool for scaping „suggest‟ info from multiple sources
TIP: Set up .com.au search engines

21. PRODUCTION

22. We have our content theme
& working title – what next?
„halo‟ content is data & research driven
Mix of curated & unique content
Curated content research:
Switch it to auto
Google advanced operator searches
Google alerts
Harvest tweets
Production: Curated Content Data Research

23. Curated content research: Switch it
to auto
Google alerts
Google advanced operator searches
Harvest tweets
Production: Curated Content Data Research

24. Curated content research: Switch it
to auto
Google alerts
Google advanced operator searches
Harvest tweets
What do you get
• Spreadsheet with
data sources
What to do
• Data analysis – sort
under your sub
content themes
• Categorise –
images, blogs,
resources tools
• Set a side a day
Production: Curated Content Data Research

25. Production: Build your „halo‟ content
Use it up
• Build quarterly and
annual updates
• Re-tell everyone its
there
• Breaking down the
content improves
outreach conversion
• Good “halo’ content
should be lasting
years not months
Breakdown again
• Whitepapers
• Complementary blog
post
• eBook
• Slideshare
• Webinar
• Smaller data graphic
• Delivery insert
We have our content theme & working title
We have our data led curated content research – what‟s next?

26. Where to publish: Blog v Content Hub
Content Hub
REI.com
Blog
Iconic.com.au
What do your
customers want?

27. Tool Kit: Production Research
Zapier
Low cost way to connect web apps
TIP: Use existing zaps to save time
Keyword Mixer
Quick and easy to use tool for creating query strings
Google Alerts
Set and forget way to monitor
TIP: Use labels in Gmail for easy filtering
keywordmixer

28. PROMOTION

29. “Content is king, but
distribution is queen
and she wears the
pants.”
Jonathan Perelman, BuzzFeed

30. Outreach
Outreach to the sources/data creators
Outreach to anyone who as cited the data
Outreach to anyone who might want to cite the data
Promotion: Outreach
Source: Groove HQ outreach template
Gather contact details
Outreach
Be clear on the outcomes you are
looking for

31. Tool Kit: Outreach
SEO Gadget Contact tool
Quick and easy way to grab contact details
URL: http://seogadget.com/cleanup-contact-easily-gather-link-data/
BuzzStream
Enterprise level tool, for those serious about outreach
URL: http://www.buzzstream.com/link-building
Outreachr
Powerful tool to collect website data and outreach targets
URL: http://www.outreachr.com/

32. Promotion: Organic Promotion
Email
Outreach
Social
Channels
Digital PR
Build in targeted
updates about
your content into
your email
comms.
Research, qualify
and contact.
Long term
process find
influencers and
engage them
Tailor your posts
to the channel.
Don’t use the
same updates
across all
If you have
something to say
then say it and
distribute to
news outlets

33. 10-20
views per
1000 fans
Organic Promotion will only get you so far
Source: socialmediatoday.com/tara-urso/2281751/your-facebook-pages-organic-reach-about-plummet
The party over
„free‟ organic reach on social channel is decreasing
Organic real estate has decreased
Content overload – cut through clutter

34. Promotion: Paid Amplification
Quality
Content
Retargeting
Stumble
Upon
Sponsored
Tweets
Outbrain
Zemanta
Facebook
LinkedIn
DiggIts
Paid Search
Reddit
YouTube
Sponsored
Videos
Benefits
• Low costs
CPC’s/CPM’s
• Advanced targeting
– psychographic,
attitudinal
• Control
• Low barrier to entry

35. Key takeaways
Production
• Long form ‘halo’
content
• Plan ongoing content
production
• Rinse and repeat
Promotion
• Use your content to
connect with
influencers
• Test and learn paid
amplification
Planning
• Find content themes
that will help build
your authority
• Automate the
research and
planning

36. TIPS & TOOLS FOR
EFFECTIVE SEO AND BRAND
RECOGNITION
Thanks