We dive into how to make our blog work harder through a rigurous methodology to content marketing. It comes down to how to create remarkable content and how to discover what SEO opportunities lie beneath our target. Raise awareness and kick a** at search with this mix of tactics and tips.

1. eStudio34
Presents
How to get traction behind your blog posts

2. Ugo Smith
Head of Search @eStudio34
es.linkedin.com/in/ugosmith/
@eStudio34
Google Qualified Partner
SEO Teacher at IINM
Motorcycle and Coffee Addict

3. @eStudio34
@UgoSmith
www.estudio34.com
What We Do
SEO - Search Engine Optimisation
SEM - Adword Campaigns
ASO - App Store Optimisation
SMM - Social Media Ads
And we are
We participate

4. Some of Our Clients
@eStudio34
@UgoSmith
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5. This Is Us
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@UgoSmith
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6. The Challenges1
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@UgoSmith
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7. Classic Problem
According to
Mashable, 347
WordPress blog
posts are
published,
48 hours of
YouTube videos
uploaded
571 websites are
launched every
minute of every
day.
@eStudio34
@UgoSmith
www.estudio34.com

8. SERPs
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@UgoSmith
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 A head term leads to the main objective
 Provides insight into how competitive it is
 We will often see recurring patterns:
- Answer box by Google (Wikipedia most likely)
- Wikipedia will always rank
- Might see images and alike
Interesting….
 Marketo outranks the main Wiki page?????
 Check Hubspot and Unbounce (bang on the money)
 Provides insight into how competitive it is
 We will often see recurring patterns:
- Answer box by Google (Wikipedia most likely)
- Wikipedia will always rank
- Might see images and alike

9. Getting Started:
What is the Bar?
2
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@UgoSmith
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10. Shortcuts Look Like This
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11. The Standard…
Source: Why Good Unique Content Needs to Die - Whiteboard Friday
 We have established there are no
shortcuts
To the point, considerations:
 User experience is a ranking factor in
search algorithms
 Earning links overtook link building.
[lets get real sometimes we need to
beg]
 The rise of content marketing over the
last five, six years has meant that
there's just a lot more competition
(what we saw earlier).
 User Expectations have increase
(loading time etc)
@eStudio34
@UgoSmith
www.estudio34.com

12. Topics:
Keywords
3
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@UgoSmith
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13. Headterms ≆ Topics
Source: Illustrating the Long Tail
Crucial to look at Topics, meaning…
 We get our head term (yes you heard
right)
 All head terms typically become part of
the:
- Chunky Middle
- Long tail
@eStudio34
@UgoSmith
www.estudio34.com

14. Keywords and Volumes
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@UgoSmith
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15. Keywords and Volumes
What we do
 Use a tool like:
Semrush Domain vs Domain
Sistrix
Get more keywords if you need from
Ubbersuggest.io
@eStudio34
@UgoSmith
www.estudio34.com

16. Keywords and Volumes
How we do it
Semrush Domain vs
Domain gives you that.
 Create an excel
 Categorise them by
Topics
 Which Topics are the
most relevant
@eStudio34
@UgoSmith
www.estudio34.com

17. Topics[segment]:
What, How, Why
4
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18. Ask The Bold Guy
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19. He Will Give You Ideas
It gave me 68 questions that people
ask Google by searching
(suggestions)
 What
 How
 Why
@eStudio34
@UgoSmith
www.estudio34.com
Source: Answerthepublic.com > Lead Generation

20. Granular Ideas
Source: Answerthepublic.com > Lead Generation
Filter through
 What can you cover
 Look into what is out there
contentwise
@eStudio34
@UgoSmith
www.estudio34.com

21. Trends:
Inspiration
5
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@UgoSmith
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22. Inspiration
What we do
 Use Buzzsumo.com
 Ahrefs.com
 I hear Moz.com has one
too
@eStudio34
@UgoSmith
www.estudio34.com
Source: Buzzsumo
Good Reads:
Why Content Goes Viral: What Analyzing 100 Million Articles Taught Us.
The Content Promotion Manifesto
More Techy > How to Generate Content Ideas Using Buzzsumo (and APIs)

23. The Dark Side
What you can do
 Find relevant backlinks (if your themeing is
correct try outreach/ guest posting) ahrefs or
buzzsumo
 Find who are the influencers (buzzsumo)
@eStudio34
@UgoSmith
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Source: Ahrefs.com

24. Create:
Something Like…
6
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@UgoSmith
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25. This Awesome Content
Highlights
 Got Media
Coverage
Hufftington (like
guest posting)
 Doubled up on the
topic, check the
second iteration
@eStudio34
@UgoSmith
www.estudio34.com

26. Check Marketo In Action
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27. Check Marketo In Action
Learnings
 Created a 10x piece (4K
words)
 Used relevant terms
 Linked internally (28
times!)
 Linked externally (+10)
@eStudio34
@UgoSmith
www.estudio34.com
Source: Seobook Spider Tool

28. We Practice What We Preach
What we did:
 Decided on getting ready for Xmas.
 Did a lot of research on what the
internet could tell us the Xmas list
would look like.
 Produce our v.1 of a mammoth post
The Objective:
 Earn links
 Get Media Coverage
 Ultimately get a brand to reach out to
us
@eStudio34
@UgoSmith
www.estudio34.com

29. Our Results
Highlights
 +100 keyword iterations ranking
 Got top 20 with no links
 Got some social traction
@eStudio34
@UgoSmith
www.estudio34.com

30. Score!
@eStudio34
@UgoSmith
www.estudio34.com

31. Recap
Bear in mind when analysing the
competition
 What is their UX like
 What are they answering
 What are they missing
 Visuals used
 Detail and Thoroughness
 Is it up to date? (can be a very quick
win)
@eStudio34
@UgoSmith
www.estudio34.com

32. @eStudio34
@UgoSmith
www.estudio34.com

33. If Content is King,
Promotion is Queen
7
@eStudio34
@UgoSmith
www.estudio34.com

34. He Will Give You Ideas
Promotion is key, you can use:
 Facebook
- Use Sponsored posts and Ads
 Zemanta/ Outbrain
- Test it out but it will showcase related
content
 Outreach/ Guest Posting
- You need to plant seeds for
relevancy, guest posting about the topic
will increase your signals
- Get real, a bit of outreach can get
awesome links
@eStudio34
@UgoSmith
www.estudio34.com
Source: Introducing the Content Promotion Ecosystem

35. Recycling - Retargeting
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36. Target Audience
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Highlights
 Use your current customer
base for profiling
 Bear this in mind as the data
can go above and beyond FB
 Remarketing people! Target
users visiting your site to invite
them to see your new content.

37. Analyse
8
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@UgoSmith
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38. Yandex Metrika
@eStudio34
@UgoSmith
www.estudio34.com
Highlights
 Using Google Tag
Manager its easy to
integrate sitewide.
 It will create video
snapshots of users
behaviour
 Mentioned referrers?

39. Data
@eStudio34
@UgoSmith
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What can you get
 Scroll map
 Video of users in action
 Where they click
 You can setup goals like
filling a form
 Its free!

40. In a Nutshell
9
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@UgoSmith
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41. Recap
Bear in mind when analysing the
competition
 What is their UX like
 What are they answering
 What are they missing
 Visuals used
 Detail and Thoroughness
 Is it up to date? (can be a very quick
win to update old posts)
@eStudio34
@UgoSmith
www.estudio34.com
Do
 Keyword Research (suggestion, etc)
 Create your content
 Make sure you are tracking what
matters
 Create supporting content around hte
Topic (guest posts, additional internal
content)
 Link everything together (internal and
external)
 Find the next Topic and rinse nad
repeat

42. Thanks.
Questions?
UGO SMITH
es.linkedin.com/in/ugosmith/
www.estudio34.com
@eStudio34