Content still rules in SEO. Learn how to distribute your content across multiple platforms: social, news, blogs...

1. Hello! My name is Gabriel

2. SEO an Art of Storytelling

3. Digital Change

4. Fast evolving

5. Content Still Rules

6. 4 times
more SEO Traffic

7. +300%
Case Study

8. SEO Boost – semetis.com
X visits 2009 2012 4X visits

9. 6,7 times
more SEO non brand Traffic

10. Non Brand SEO Boost
X visits 2009 2012 6,7X visits

11. 8,5 times
more SEO Publications Landing Pages Traffic

12. Publications SEO Boost
X visits 2009 2012 8,5X visits

13. SEO Boost – semetis.com
X visits 2009 2012 4X visits
SEO Traffic X 4,0
X visits 6,7X visits
SEO non brand Traffic X 6,7
X visits 8,5X visits
SEO Publications Landing Pages Traffic X 8,5

15. SEO Strategy

16. 1. Long Term view
2. Distribution Social
3. Distribution News
4. Measuring

17. 1. Long Term view

18. 1. Long Term view
From 86 to 144 different Publications landing pages
+68%
Between January and May 2011 Between January and May 2012

19. 1. Long Term view
What about the visits?
+443%
Between January and May 2011 Between January and May 2012

20. 2. Distribution Social

21. Social

22. A. Social on the Page SEO
A. The network effect

23. A. Social on the Page SEO
B. The authorship effect
Article Search results

24. A. Social on the Page SEO
The authorship effect
Article Search results
Written by <a href="https://plus.google.com/112515216476934309227"
rel="author">Nicolas Debray</a>

25. A. Social on the Page SEO
Authorship & network effect

26. B. Social Traffic and SEO
Social content and SEO
In some situations, social links will be taken into
account to calculate ranking. To decide this, search
engines evaluate the authority and the quality of the
post. Note that in Facebook, only links from Fan
pages are taken into account, and not the links from
people’s personal walls.

27. B. Social Traffic and SEO
Practical tips for Social linkbuilding
• Social media can contribute to your website being indexed faster. It is
therefore beneficial to promote your new content (new pages, promotion
pages, …) on your Facebook pages, and via Twitter in order to facilitate the
indexing process.
• The amount of fans, shares and likes (Facebook) and of followers, tweets and
re-tweets (Twitter) has an impact on determining the weight of the links by
evaluating what search engines call “authority”.
• It is also important to build continuous link between your website and social
networks. Regular activity and updates will help improve and reinforce the
weight from social links.
• Just like with on the page SEO, keep in mind that Google and other search
engines always reward qualitative content and good user experience when
sharing on social networks.

28. B. Social Traffic and SEO

29. 3. Distribution News

30. Blogs and News

31. A. Blog and News
1. Identify news Content

32. A. Blog and News
2. Apply all technical requirements to be crawled by Google news:
News Sitemap
Using Google News sitemap is strongly recommended because
it allows to have a greater control on which articles gets indexed
on Google News. News sitemaps contain meta data (date of
publishing, keywords, …) to provide important data to Google.
• permanent and unique URL with a code of at least 3 digits in the URL,
• content fresher than 2 days old

33. A. Blog and News
Google's robots have the ability
to re-crawl the URLs looking for
updated articles. There is no
need to change the URL.
Google can find new articles in
minutes
In addition, Google News has a
preference for articles that
receive updates. Minor changes
can be interpreted as an update
and are therefore favorable.

34. A. Blog and News
3. Register the site/part of the site by Google News
• Register on Google via
http://support.google.com/news/publisher/bin/bin/static.py?hl=en&ts=2394225&p
age=ts.cs&from=191208
• Make sure you comply with all the Google News guidelines.
• Let Google News know about your content.

35. A. Blog and News
4. Optimize for the Google News crawlers
“Fresh” News containing new and objective information.
Original content. Google detects duplicate content and will tend to rank in first place
the items that produce original content and not duplicated. Articles that are
frequently cited as a reference to information will tend to be placed in top positions.
Relevance and local recognition: Google places more importance to a source close
to the news that it transmits.
Reliable sources of information: Google uses statistics of clicks and reading
interaction for all the articles. If an article from one of RMG websites ranks third for
the Greek crisis and if Google News users tend to click more frequently on this
article than on a similar article ranked first, Google is going to recognize the
legitimacy of that RMG website for this article and place it higher in search results.

36. A. Blog and News
5. Image optimization for Google News
The indexing of images on Google News represents another opportunity to be
present and to drive traffic to your website/blog.
• Use large images in a proportionate format.
• Place captions and alt-tags that describe the image.
• Place images next to the title of the article. This allows Google to associate the image more
easily with the category of news and the topic.
• The image must be "inline" and should not be clickable. The image should not be clickable
because Google wants it to be part of the article and that the user does not have to make an extra click to see
the best picture.
• Always use the JPEG image format (other formats like PNG are not as good for indexing in Google
News).

37. A. Blog and News
6. Create content
• dont forget classic SEO rules: title, description, URL and h1/h2
• choose the good keywords and subjects based on what is searched the most
• optimize image title & tag
• use internal link-building
• leverage external link-building (including on social networks)
• place share buttons
• watch out for duplicate content: no more than 80% similar content!

38. 4. Measuring

39. Tools

40. 1. SEO KPI’s
2
1
3

41. 1. SEO KPI’s
Creating Authority Example
Quality
Volume & reach
%New visits
IT
Organic Visits & visitors
Referral+social Visits & visitors Load Time
Error pages

42. 2. Segmenting
SEO Traffic
SEO non brand Traffic
SEO Publications Landing Pages Traffic

43. 3. Dashboard

44. 3. Dashboard
https://www.google.com/analytics/web/permalink?type=dashboard&uid=mXbcM5AgSxe2R85RHVpsuw

46. 1. Be consistent

47. 2. Do not neglect the basics

48. 3. Fix your IT

49. 4. And now spread the word!!!