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Seo and the world cup 2010

"SEO and the World Cup 2010 - Better rankings & creative linkbait ideas by adapting to trending topics" on the 5th WebBar of the Web Marketing Group Barcelona - Encuentro de Marketing Online www.webbar.es

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Seo and the world cup 2010

  1. 1. SEO and the World Cup 2010 Better rankings by adapting to trending topics by Björn Ühss [email_address] WebBar #5 05/07/2010 www.webbar.es bjoern@webbar.es @WebBarBCN
  2. 2. Trending Topic: Vuvuzela
  3. 3. Key Message “ The trend is your friend”
  4. 4. What is a trend? - general direction in which something tends to move - (possible) future - “Buzz” of tomorrow - the next hype - evolving topic = an opportunity for SEOs to push their websites up in the search engines, get free backlinks and new traffic „ World Cup 2010“ „ World Cup News“
  5. 5. Expected vs. unforseeable events <ul><li>Expectable & repeating events </li></ul><ul><li>Summer/Winter Olympics </li></ul><ul><li>Eurovision </li></ul><ul><li>Elections </li></ul><ul><li>Euro Cup – World Cup </li></ul><ul><li>Google, Apple, Celebrities </li></ul><ul><li>Local events (e.g. San Juan) </li></ul><ul><li>Watch the news! </li></ul><ul><li>Unforseeable & one-time events </li></ul><ul><li>Catastrophies (e.g. Icelandic Vulcan, Oil spill) </li></ul><ul><li>Celebrities </li></ul><ul><li>News </li></ul><ul><li>Viral campaigns & trending videos </li></ul><ul><li>Local events & news </li></ul><ul><li>Watch twitter, facebook or youtube! </li></ul>
  6. 6. Adapt! Survival of the fittest Short term: - PPC wording - Direct Marketing Strategy Middle term: - SEO Keywords & Content - Online Mkt Campaign Long term: - Product portfolio - Company structure (in order to be able to react fast)
  7. 7. What people will do during an hype .. 1. People speak about it 2. People getting curious 3. People search for it 3. People share it Trending topics = an opportunity for generating more traffic to your website
  8. 8. .. and what your SEOs should do. What Search Engine Optimisers should do: 1. People speak about it = SEOs have to listen to their (key)words (“watch world cup online”) = SEOs should join the conversation via Twitter & SM ( real time search ) = SEOs would create trust - allow discussions on your site, forum, blog (User generated content) = SEOs may create authority by making them speak about your website (backlinks) 2. People getting curious = SEOs understand even the unclear questions, typos and give answers = SEOs can give more – e.g. value added free content (e.g. Football glossary, match plan) = SEOs use all available channels to give answers (blogs, news, videos, photos) ( universal search ) 3. People search for it = SEOs don´t understimate the rapid increase in search volume. = SEOs know that Googles “Query deserves freshness” factor will push your kws to top SERPs = SEOs create content for these search queries (e.g. articles about player, matches..) 4. People share it = SEOs find creative ways of using the hype for Linkbaiting to get new links = SEOs actively use Social Media to spread content and generate new traffic
  9. 9. 10 free tools to identify current trends <ul><li>Google Trends </li></ul><ul><li>Google Insights for Search </li></ul><ul><li>Twitter trending topics </li></ul><ul><li>Monitter (via Twitter Tweets) </li></ul><ul><li>Alexa.org </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>Your Blogs/RSS Feeds </li></ul><ul><li>Watch the news </li></ul><ul><li>Listen around </li></ul>
  10. 10. Google Trends (1/5) google.com/trends
  11. 11. Google Trends (1/5) google.com/trends
  12. 12. Google Trends (1/5) google.com/trends
  13. 13. Google Insights for Search (2/5) www. google.com/insights /search/
  14. 14. Twitter – Trending topics (3/5) http://search.twitter.com/
  15. 15. Twitter – Trending topics (3/5) http://search.twitter.com/
  16. 16. Now you know the tools Time to take action – and adapt! (YouTube & Disney already doing it)
  17. 17. Free backlinks with the Vuz-Buzz 7 eye-opening linkbait ideas 360.000 Backlinks! THIS IS LINKBAIT – if he just would know…. Name URL Backlinks homepage/entire PR Complexity (*****) other Blow me link 9314 4 ** 600.000 visits Vuvuzelas for BP link 321 n/a ** $4,108 donating Vuvuzela time – browse the web like you´re at the South African World Cup link 10432/ ~360.000!!!! n/a ** 700.000 visits/day 4521 RT 45K FB Fancorso.de/com link 33 n/a *** - 10 Videos improved with a Vuvuzela Horn (Blog article) link 344 n/a * 39 FB 9 RT Vuvuzela (iPhone App) link 190 1 **** I hate it when I'm at a vuvuzela concert and people start playing football! (Facebook Page) link n/a n/a * 148.885 Fans
  18. 18. Time to act. Time to adapt! How can you use this for your business? <ul><li>Find 3 trending topics </li></ul><ul><ul><li> a) 1 common expectable event in the future (Christmas?) </li></ul></ul><ul><ul><li>b) 1 local topic from your industry that´s hot or will be (iPhone 4?) c) listen every day to what´s “hot” in the news and your environment </li></ul></ul><ul><li>Find a way to use this trend </li></ul><ul><ul><li> a) be creative! Or just have a look again at the list of things SEOs should do some slides before. Create something funny, try new things. You need (back)links! </li></ul></ul><ul><ul><li>b) Involve all Marketing departments (SEO, PPC; Direct Marketing, Offline Campaigns) </li></ul></ul><ul><ul><li>c) Know your numbers, track your success, monitor activities </li></ul></ul><ul><li>Approve time and resources for it, act fast and just do it! </li></ul>
  19. 19. ...Need a creative Linkbait idea? Björn Ühss [email_address] Web Marketing Group Barcelona Encuentro de Marketing Online www.WebBar.es twitter.com/WebBarBCN [email_address] uehss.de - xing – linkedIn – twitter.com/faiM – twitter.com/dailyseohint - http://twitter.com/dailywebfacts - ...