Stacey Cavanagh_SearchLove London 2013

36 TIPS, TRICKS AND TOOLS
FOR BAITING BRAND
SIGNALS THROUGH
CONTENT
STACEY CAVANAGH
HEAD OF SEARCH
TECMARK

@staceycav

But I don‟t believe Google
has rooms full of people
„doing‟ this manually

@staceycav

BRANDS MAKE NOISE.

@staceycav

GUEST BLOGGING
EDITORIAL
UP YOUR GAME.

@staceycav

ALL GUEST BLOGGING WAS
NOT MADE EQUAL

@staceycav

Play here and be seen by few

@staceycav

Play here and be seen by many

@staceycav

I hereby dub thee…

“Guest editorial contributor”

@staceycav

THE FIRST HURDLE IS FINDING
THE RIGHT PUBLICATIONS

@staceycav

AND NOT LIKE THIS…

@staceycav

#1
• Which publications does your
client/boss/industry read?
• What‟s the best piece of coverage
your biggest competitor secured?
• What publications do your
customers/clients‟ customers read?
@staceycav

#2

http://www.magazinesubscriptions.co.uk/magazines

@staceycav

#3

http://www.allyoucanread.com/

@staceycav

#4
Clean up your language

@staceycav

SURVEYS MAKE NOISE

@staceycav

I asked 1000 Americans to name a British City
other than London.

http://blogsession.co.uk/2013/09/british-cities/
@staceycav

The investment in that piece of
content:
•

$25 on survey responses

•

2 hours on writing the post
and some of the initial social
social sharing
@staceycav

AWESOME. SO ALL I NEED TO IS
ASK SOME PEOPLE A
QUESTION?

@staceycav

AND NOBODY GAVE A CRAP.

@staceycav

#5
Surveys are kick ass – but
only if the results tell an
interesting story

@staceycav

#6

www.quicksurveys.com

@staceycav

#7

http://www.google.com/insights/consumersurveys/home

@staceycav

DISCOUNT ALERT!!!
http://www.google.com/insights/consumersurveys/offer/eventcard

@staceycav

#8

https://www.onepoll.com/

@staceycav

FREEDOM OF
INFORMATION

@staceycav

https://www.gov.uk/make-a-freedom-of-information-request
@staceycav

It‟s generally free to request the information
but authorities can make a reasonable
charge if answering your request will take
a particularly long time.

@staceycav

FOI REQUESTS
We‟ve asked:
•

local councils about businesses in debt to them
(accountancy)

•

the DSA about disqualified drivers by town
(automobile)

•

VisitBritain about their spend marketing Britain as
a tourist destination in various countries (travel)
@staceycav

#9

http://goo.gl/MN1Ij8

@staceycav

#10

https://www.whatdotheyknow.com/

@staceycav

#11

http://journalisted.com/

@staceycav

IMAGES FOR LINKS
ATTRIBUTION

@staceycav

#13
Share your photos on Flickr
under Creative Commons.

@staceycav

#13.5
And tell people how to
attribute.

@staceycav

#14
On Page SEO for your
images.

@staceycav

On Page SEO for your
images.

@staceycav

#15
Off page SEO for your image
pages!

@staceycav

#16
Chase up those who
don‟t credit!

http://www.google.com/imghp

@staceycav

#17

http://www.imageraider.com/

@staceycav

#18

Learn more at http://moz.com/blog/say-hello-to-fresh-alerts

http://freshwebexplorer.moz.com/

@staceycav

PASSIVE IMAGE LINK
BUILDING IS GREAT.

@staceycav

ACTIVE IMAGE LINK
BUILDING IS AWESOME

@staceycav

#19
CENTRE OUTREACH
AROUND IMAGES

@staceycav

#20
IF SOMEONE (INFLUENTIAL) USES
ONE OF YOUR IMAGES AND CREDITS
PROPERLY, OFFER THEM MORE
EXCLUSIVE ONES

@staceycav

BUILD IT AND THEY
WILL COME.

@staceycav

#21

http://www.buzzstream.com

@staceycav

#22

http://www.grouphigh.com/

@staceycav

#23

http://www.inkybee.com/

@staceycav

#24

http://backtweets.com/

@staceycav

#25

http://www.helpareporter.com/

@staceycav

#26

http://flacklist.com/

@staceycav

#27

http://www.newscertified.com/

@staceycav

#28

http://muckrack.com/

@staceycav

#29

http://wordpress.org/plugins/title-split-testing-for-wordpress/
@staceycav

#30

http://www.outbrain.com/

@staceycav

#31

Clicks available for pennies with carefully targeted
non-commercial keywords.

@staceycav

#32

Approx $0.10 per view
https://www.stumbleupon.com/pd

@staceycav

#33

http://www.zemanta.com/?wpst=1

@staceycav

#34

http://www.reddit.com/ad_inq/

@staceycav

#35

https://www.facebook.com/advertising/

@staceycav

#36

Pick up the phone!

That‟s my Nan!
@staceycav

THANK YOU

@staceycav

http://www/gplus.to/staceycav

stacey.cavanagh@tecmark.co.uk

Stacey Cavanagh_SearchLove London 2013

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Stacey Cavanagh_SearchLove London 2013