This document discusses Ryan Stewart's SEO services and methods for growing website traffic. It provides tips for choosing keywords, creating content in different formats, and promoting content across owned, earned, and paid channels. The document contains strategies for keyword research, developing audience profiles, optimizing content for search engines, repurposing content, outreach to influencers and publications, and paid social media advertising. The goal is to generate an online buzz and traffic through content marketing.

1. Ryan Stewart // hello@webris.org // WEBRIS
0 – 38K Pageviews in 6 Months

2. But first, who am I and why should you care?
Ryan Stewart
• Write for Moz, Search Engine Journal, Ahrefs,
SitePoint, Unbounce….and more.
• Done SEO and digital strategy for
SapientNitro, Accenture, Department of
Defense and more.
• These are the exact methods I’ve used to
grow site (and organic) traffic aggressively
month over month for 8 months.

3. 0 – 37,957 Pageviews in 6 Months

4. Google any “Miami SEO” related keyword

5. An SEO View of Content…
USER BOTS
Historically…

6. An SEO View of Content…
2015 and beyond…
USERBOTS

7. The 2 basic sides of ranking.
RANK
CRAWL
Step 1: Search engines have to
first be able to find and crawl a
webpage to understand what it is
truly about.
Step 2: From there, search
engines need to understand the
ranking signals of a page and how
popular and rank-worthy it truly is.
In
general,
most
of
your
webpages
will
be
crawled,
but
only
a
few
will
actually
rank.

8. Why “content is [really] king”.
Putting keywords on a page will only get you indexed – rankings comes
from inbound links, social activity, online PR and building a buzz around
your website.
It’s difficult to generate an online buzz with sales type content. For that
reason, great content is a cornerstone for SEO.
There are 3 pieces to content driven SEO:
1. Keyword planning
2. Content creation
3. Content distribution and promotion

9. How to pick the right
keywords.
Part One

10. 10
Keywords that people are searching for (primary and secondary)
Google Keyword Research Tool - https://adwords.google.com/KeywordPlanner
Picking the right keywords.

11. 11
Topical trends
Google Trends – www.google.com/trends
Digging into trends in your vertical.

12. 12
Moz Keyword Difficulty Tool - https://moz.com/researchtools/keyword-difficulty
• Google’s algorithm pulls
from overall trust and
authority of a website.
• The higher the trust +
authority, the higher a site
will rank.
• They key to success is
finding keywords that align
with your goals and have
lower competition in the
SERPs.
Picking keywords based on competitive behavior.

13. How to create great
content.
Part Two

14. Why are you doing this?
(think bigger than just ‘traffic’)

15. Build an Audience Profile
Who are they?
• Jobs, location, etc
Where do they spend time
online?
• Facebook? Forbes?
LinkedIn?
How can you add value?
• Check forums, Quora,
BuzzSumo, etc
John Doe
VP Marketing
Uses LinkedIn, reads Forbes and Moz,
uses SlideShare frequently
Checks headlines daily, reads on
weekend from mobile
Looking for content on developing
techniques, case studies that work

16. Create content people want
to read
1. What information is your audience
actively seeking?
Quora is a great place to start.
2. What information are you actively
seeking?
Pick pain points that you actively
need help with.
3. Have you done anything cool
lately?
People respond well to data, case
studies, etc

17. Understand that different content types rank different.
Short form
Examples: Q&A posts, opinion blog posts, review
posts.
Quora threads are a perfect example of a short form
content. Remember, content marketing doesn’t
always take place on your website. Crafting a well
thought out response to a thread is a tremendous way
to spread your reach.

18. Understand that different content types rank different.
Long form
Examples: Round up posts, in depth topic discussions,
posts with a lot of images.
These posts are really good to target complex industry
problems and add your own unique take on it.
They work best when you have a ton of data to back up
your claims. This is key - make sure you can back up
your argument.

19. Understand that different content types rank different.
FAQ / Wiki
Examples: Definitions, posts addressing specific
industry questions, knowledge sections.
Google ranks a ton of wiki answers for specific
questions. They’re a great way to inject specific
knowledge onto your site.

20. Understand that different content types rank different.
Slide shows
Examples: Power Points, SlideShare docs
A great type of content for B2B. They’re versatile
because you can embed them within a post or on
social networks (LinkedIn).

21. Understand that different content types rank different.
Videos
Examples: Self explanatory.
Video is quickly becoming the most consumed media
type on the web. Video is great for communicating
complicated messages and teaching difficult skills.
What’s more valuable are the additional distribution
channels. YouTube is the second most used search
engine on the planet - the only way to steal that traffic
is with video.

22. Understand that different content types rank different.
“Ultimate” guides
Examples: http://webris.org/content-marketing/
We love ultimate guides because they perform well
across multiple channels, rank well in organic search,
great linkable asset and it’s the best way to
demonstrate your knowledge on a subject.
These have become our number one marketing tool -
they work!

23. Retool your content
• Create videos based on
it
• Create a PowerPoint doc
and upload to SlideShare
• Create an infographic
from the main points
• Write guest blog posts
about specific portions
of it

24. Structure it for
search
• URL
• Title and header tags
• Images (compressed
for speed too!)
• Navigation (where will
the content live)

25. If you're not interested, they won't be either
Interesting content comes when you are truly
interested.

26. Don’t hold back. Don’t worry what people will
think. Have a voice. Have an opinion. Be a
human. Be yourself.

27. How to promote the
$h!t out of it.
Part Three

28. Owned1

29. Email your people
Push to social

30. Repurpose across channels
Use your email signature

31. Update social profile links
Notify influencers of your
content

32. Call on your relationships

33. Earned2

34. Post to forums
Get active in communities

35. Post to forums
Get active in communities

36. Social media groups
Blog comments

37. Reporter outreach
Link roundups

38. Resource pages
Fix broken links

39. Write for high
visibility blogs

40. Paid3

41. Start with retagerting
people who have been
to your site.
Then build lookalike
audiences.
And again.

42. Take out a press release
(for the content, not
business)
Sponsor a post

43. Run ads on social
• Facebook
• Instagram
• Twitter
• Reddit
• StumbleUpon
• Pinterest
• LinkedIn
• Tumblr

44. “Promoted
stories” /
syndicated content
Leverage
influencers

45. Pay for an email
blast
Take out video
advertisements

46. Do this and you’ll get this…

47. And this!

48. THANK YOU!
Ryan Stewart
Twitter: @RyanWasHere
Facebook: /hellowebris
Email: Hello@Webris.org
Site: http://webris.org
Site: http://ryanwashere.com