What is the lifetime value of your blog posts? Does it seem like your old posts just wither and die, and you constantly need to feed your website with content to keep up the flow of visitors? Would you like to know which topics have an active audience that you could tap into? Adriel Michaud of Top Draw will provide tips and easily implemented strategies to help you attract more visitors and iron out roller-coaster type traffic.

1. Overview
Get the Most Out of Your Posts
Adriel Michaud, Top Draw

2. Overview
Getting Traffic to your Website
• Writing posts that no one reads sucks

3. Overview

4. Overview
Why don’t I write stuff that people are looking for, but
doesn’t exist or isn’t great?

5. Overview
Website To Do:
1. Keyphrase research and topic ideation
2. Optimizing Your Website
3. Building links and promoting your post
4. Differentiating your site
5. Measured results
6. Hippy crap

6. 1. Keyphrase Research & Topic Ideation

7. Keyphrase Research & Topic Ideation
1. Come in with an idea on what I want to write, but
with an open mind.
2. I use Google Adword’s Keyword tool to compare
what I think will be good and what Google sees
people looking for.
3. Take note of other concepts or spins on the topic I
want to hit.
4. Look for opportunities where there’s lots of the right
people searching and few high quality websites out
there on it.

8. Keyphrase Research & Topic Ideation
User Intent
Informational queries:
• “How to water tomato plants”: 140 searches/month
Symptomatic:
• “Brown spots on tomato leaves”: 390
Transactional:
• “Buy tomato plants”: 170
B2B
• “Enterprise ready tomato processing solution”

9. Google Adwords Keyword Tool

10. Keyphrase Research & Topic Ideation
Keyphrase Research
“how to water tomato plants”: 140
“how to water tomato plant”: <10 (non plural)
“watering tomato plants”: 590 (new keyphrase ideas)
“tomato plant watering”: 73 (re-ordering of keywords)
“watering tomato plants in pots”: 91 (niche)
“watering tomatoe plants”: 22 (common misspellings)

11. Keyphrase Research & Topic Ideation
Keyphrase Hit List
Tomato plants:
-how to
-watering
-outdoors
-in pots/containers
-over watering
-tips
-heirloom tomatoes

12. Keyphrase Research & Topic Ideation
Google those phrases!

13. Keyphrase Research
Can I compete?
Strong competition: Wikipedia, exact match domains.
Medium: exact match titles or categories or pages on strong sites
Weak: forums, directories, etc

14. Keyphrase Research & Topic Ideation
Scope out the competitors/partners

15. Keyphrase Research & Topic Ideation
Keyphrase Research Summary:
1. Throw your ideas into Google’s Keyword tool to
validate and gain perspective.
2. Make a hitlist of keywords that you like from the
keyword tool.
3. Check out the competition.
4. Understand your title, and some of the words you
want to add in for spice.

16. 2. Optimizing Your Website: WordPress

17. Optimizing Your Website
Why WordPress?
http://trends.builtwith.com/cms

18. Optimizing Your Website
Setup: Change your permalinks
www.topdraw.com/presentations

19. Optimizing Your Website
Setup: Permalink Results
Before: http://adrielmichaud.com/?p=4534
After: http://adrielmichaud.com/tips/watering-heirloom-tomatoes
Or install an SEO plugin like Yoast

20. Optimizing Your Website
Apply keyphrases to:
• Page title
• URL (web address)
• Headings
• Subheadings
• Images
• Video

21. On posts:

22. 3. Building Links to your Website

23. Building Links and Promoting Your Posts
Link Building from:
• Those that link to your competitors
• Vendors/Partners/Distributors
• Geographically relative sources
• Clubs/associations you belong to
• Blogs, news sources focused on your industry
• Press coverage
• Other sites that show up in searches you want

25. Please, guv’nah. Link to my website.

27. Building Links and Promoting Your Posts

28. 4. Differentiating Your Site
Taking things up a Notch

29. Taking Your Site up a Notch
Universal Search

31. Taking Your Site up a Notch
Image Optimization
Great images + proper tagging = image results domination

32. Taking your site up a notch

33. Taking your site up a notch
Google+ Authorship

34. Taking your site up a notch
Basic Application
1. Verified email matching the domain you’re applying for.
• adriel@adrielmichaud.com ->
http://adrielmichaud.com
2. Reciprocal links (from your G+ page to your site and
vice versa)

35. More details: https://plus.google.com/authorship

36. Taking Your Site up a Notch
Advanced Google Authorship Tips
1. Use a great head shot!
2. Link your G+ profile to your other social media profiles.
3. Start using Google+ more
More info on optimal G+ headshots:
http://www.seomoz.org/blog/google-author-photos

37. Taking Your Site up a Notch
Schema and Special Markup
http://schema.org (reviews, product info, business info, events, etc)

38. 5. Measured Results
What’s working?

39. Measuring Results

40. Measuring Results

41. Measuring Results
Start with my dashboard! http://goo.gl/WEaaU

43. Summary
• Find opportunities
• Target them with (great) content
• Diversify your keywords
• Measure, and re-apply generously!
It’s nice when your site drives traffic all on its own.

44. 5. Hippy Crap

45. Why Unique Searchable Content is so Cool!
Humans regularly innovate or advance understanding in areas but
don’t document or share their findings.
When we make those findings searchable via our websites, we
advance the collective of the human race which saves time, enhances
knowledge, and solves problems.

46. Why Unique Searchable Content is so Cool!
Took me 7 hours to fix
The other posts on this topic sucked
30 minutes to blog (not Shakespeare)

47. Why Unique Searchable Content is so Cool!
That post is now read by 400 unique visitors per month
Assuming only 70% follow my advice, that post helps 280 people per
month and assuming I’m an average mechanic, it takes a 7 hour task
down to 1 hour for others.
That’s 1680 hours saved each month, and 20,160 hours per year.
Average hours worked per year per person: 1702.
At the average US hourly earnings of $23.58/hr, that post is saving
$475,372 per year.

48. The shortcut page
This presentation: www.topdraw.com/presentations
Google Adwords Keyword Tool: http://goo.gl/ZyfdT
Google Authorship: http://goo.gl/LLAK3
Optimal Google+ Headshots: http://goo.gl/6Rret
My Topical Google Analytics Dashboard: http://goo.gl/WEaaU
Other Schemas to try: http://goo.gl/61Gnn