Bots & Visitors Will Love
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1 Using Data to Create Topics Bots & Visitors Will Love
2 You don t own your website; Google owns your website! - Avinash Kaushik
3 The future of SEO is here: understanding and marketing to specific and defined audiences through search engines! through search engines! - Adam Audette
4 Content Is King! - Everyone
5
6 What Did Content Is King bring us?
7 NOISE
8
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10 SEOs started writing for the sake of text and keywords. Real content strategists shook their heads in disgust.
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12 There are various avenues to write within: Product Marketing Product Marketing Information / Studies Branding Company Culture Mission Marketing etc.
13 No tweets, 1 FB share, no other social media play 2 backlinks (from Geeksquad and bestbuy.ciculaires.com)
14 10k Facebook, 57 Linkedin, 441 Twitter 11.3k total shares 2,449 backlinks (including spin.com and time.com)
15 The content may not be tied to direct conversions, but is tied to SEO success.
16 Mission Marketing (aka Mission- Based Marketing) is Marketing To Aid The Mission Of A Company This mission opens up a huge variety of topic options
17 Mission Marketing is one great way to support a boring industry. It allows for topics with more massappeal.
18 The Example 22,560 social shares, 1,742 links 22,624 social shares, 24,625 links Buffer is a SaaS tool that helps you schedule social updates But it s also a tool that helps marketers!
19 A huge win beating out fierce competition. All signs point to trust through their mission marketing. Wisita recognized there were only so many ways to write about video hosting so they got
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21 If you want content marketing to work for you, you may have to break open tight brand restrictions! Think Outside The Box
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23 Avoid Flying Blind With Data Skip topic generators Don t blindly copy competitors Don t write with an inside baseball voice
24 It s Time To Start Digging.
25 Step 1. The Wheel Of Needs Who are the target consumers? What are business goals? What is the company s mission? What do targets care about? What do they care about that ties directly with goals (bottom funnel) What do they care about that ties loosely with goals (top funnel) Ask business stakeholders!!! Create a visual - Doesn t need to be fancy Powerpoint will do
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27 Step 2. Competitive Research Choose your search competitors Look them up in SEMrush very easy to spot well ranking topics!
28 Step 3. More Competitive Research Repeat with more competitors (the more, the better). Aggregate everything you find together into one large list of various competitor posts / topics. Bonus step: Classify and categorize based on what goals this helps prioritize later. SEMrush provides rankings, but use URLprofiler to get more metrics. Use Screaming Frog to get more details about the content.
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30 Step 4. Analyze For every URL, you now have enough data to evaluate if the post was a hit or a miss: Ranking position vs. estimated searches Link counts (high counts may suggest popularity) Social metrics (also may suggest popularity) The only data you don t have is actual traffic and conversion numbers.
31 Step 5. Make It Better 10x Content
32 Other Ingredients of Better Content Appeals to search engines and users equally It is holistic Topics have sub-concepts. Be thorough! Hummingbird update wants this It s easy to read Usability as a signal It has a goal. The user will do something after consuming the content.
33 Final Thoughts Aim Big. The web is a huge, messy, noisy place. Aim small and you ll only hit small. SEO needs more attention! Aim Big. Build the team that takes the time to generate and bring big ideas to life. Don t skimp! Do the research. Promote the data. Fire!!! Aim Big.
34 twitter.com/billsebald
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