1. Boost Your SEO
September 24th
Newport Interactive Marketers
@dan_shure
#NIMRI
How
To
Create,
Organize,
Market
&
Measure
Content

2. I’m Dan.
Owner / Consultant – Evolving SEO – www.evolvingseo.com
@dan_shure
#NIMRI

3. I’m Dan.
Moz Associate
@dan_shure
#NIMRI

4. 7 Content Challenges
@dan_shure
#NIMRI

5. 1. I Don’t Know What To Talk About
@dan_shure
#NIMRI

6. 2. I Keep Talking About The Same Thing
@dan_shure
#NIMRI

7. 3. I Don’t Have Time/Resources
@dan_shure
#NIMRI

8. 4. Overly SEO’d
@dan_shure
#NIMRI

9. 5. Doesn’t Connect With People
@dan_shure
#NIMRI

10. 6. No Obvious Purpose Or Goals
@dan_shure
#NIMRI

11. 7. Using Wrong Metrics Of “Success”
@dan_shure
#NIMRI

12. Sales Funnel “Long Funnel” Approach
@dan_shure
#NIMRI

13. “Long Funnel” Approach (aka “Inbound”)
@dan_shure
#NIMRI
h1p://moz.com/blog/inbound-­‐marke@ng-­‐is-­‐taking-­‐off

14. WHAT TO CREATE CONTENT ABOUT
@dan_shure
#NIMRI

15. Define Your Audience
@dan_shure
#NIMRI

16. Define Your Audience
@dan_shure
#NIMRI
Be
able
to
complete
this
sentence
People who are most like to buy my
[product/service]….
…are also interested in___________________.

17. Define Your Audience
@dan_shure
#NIMRI
Find
an
audience
with
ubersuggest

18. Define Your Audience
@dan_shure
#NIMRI
Find
an
audience
with
ubersuggest

19. Define Your Audience
@dan_shure
#NIMRI
Find
an
audience
with
ubersuggest

20. Define Your Audience
@dan_shure
#NIMRI

21. Define Your Audience
@dan_shure
#NIMRI
A
List
Apart
–
Determining
User
Needs
h1p://alistapart.com/ar@cle/audiences-­‐outcomes-­‐and-­‐determining-­‐user-­‐needs
Mike
King
–
Personas
In
Search
h1p://www.slideshare.net/ipullrank
h1p://moz.com/blog/the-­‐new-­‐seo-­‐process-­‐quit-­‐being-­‐kanye

22. Expand Repertoire Of Content Types
@dan_shure
#NIMRI

23. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
Teach
&
Share
–
Watch
The
Classic
Video
By
Jason
Fried
hMp://youtu.be/Ks2saa38Id4

24. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
Tell
A
Story
hMp://www.smartpassiveincome.com/about/

25. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
Tell
A
Story
hMp://www.evolvingseo.com/2013/05/19/moving-­‐to-­‐worcester-­‐ma/

26. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
Use
Internal
Data
/
Be
Transparent
hMp://moz.com/blog/mozs-­‐18-­‐million-­‐venture-­‐financing-­‐our-­‐story-­‐metrics-­‐and-­‐future

27. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
Curate
–
Gather
all
links
and
resources
from
an
event,
share
with
aMendees
and
your
network.

28. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
Curate
–
Internet
Marke^ng
Conference
List
hMp://keyphraseology.com/internet-­‐marke^ng-­‐seo-­‐conferences/

29. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
Start
An
Industry
Study
Or
Report
–
Cost
of
SEO
hMp://moz.com/blog/seo-­‐pricing-­‐costs-­‐of-­‐services

30. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
Start
An
Industry
Study
Or
Report
–
Email
Stats
hMp://mailchimp.com/resources/research/email-­‐marke^ng-­‐benchmarks/

31. Expand Repertoire Of Content Types
@dan_shure
#NIMRI
There’s
Opportunity
In
Sta^c
“Boring”
Pages
Upworthy’s
Privacy
Policy
Infographic
-­‐
hMp://www.upworthy.com/privacy

32. Keyword Research
@dan_shure
#NIMRI

33. Keyword Research For Topic Ideas
@dan_shure
#NIMRI
This
Tip
Will
Make
You
$1
MILLION
DOLLARS

34. Keyword Research For Topic Ideas
@dan_shure
#NIMRI
This
Tip
Will
Make
You
$1
MILLION
DOLLARS
SORRY, (NOT PROVIDED)!
-GOOGLE!

35. Keyword Research
@dan_shure
#NIMRI
Use
Internal
Search
Data

36. @dan_shure
#NIMRI
Use
Internal
Search
Data
–
Find
internal
search
words
users
are
exi^ng
from
and
create
that
content.
Keyword Research For Topic Ideas

37. @dan_shure
#NIMRI
Use
Webmaster
Tools
Query
Data
–
Connect
To
Analy^cs
Keyword Research For Topic Ideas

38. @dan_shure
#NIMRI
Use
Webmaster
Tools
Query
Data
–
Connect
To
Analy^cs
Keyword Research For Topic Ideas

39. Where To Get Topic Inspiration
@dan_shure
#NIMRI

40. Where To Get Topic Inspiration
@dan_shure
#NIMRI
Use
HARO
For
Links

41. Where To Get Topic Inspiration
@dan_shure
#NIMRI
Use
HARO
For
Links
TOPIC
IDEAS

42. Where To Get Topic Inspiration
@dan_shure
#NIMRI
Vet
An
Idea
On
Social

43. Where To Get Topic Inspiration
@dan_shure
#NIMRI
Turn
Blog
Comment
Into
A
Post

44. Where To Get Topic Inspiration
@dan_shure
#NIMRI
Use
Quora
/
Listen

45. Where To Get Topic Inspiration
@dan_shure
#NIMRI
Answer
In
Quora
Or
Your
Own
Site

46. IMPROVING THE CREATION PROCESS
@dan_shure
#NIMRI

47. Plan And Organize
@dan_shure
#NIMRI

48. Plan And Organize
@dan_shure
#NIMRI
Structure
your
blog
–
no
Frankensites

49. Plan And Organize
@dan_shure
#NIMRI
Use
A
Content
Calendar
–
WordPress
-­‐
hMp://wordpress.org/plugins/editorial-­‐calendar/
Google
Docs
Template
-­‐
hMp://unbounce.com/content-­‐marke^ng/how-­‐to-­‐create-­‐a-­‐successful-­‐editorial-­‐
calendar/

50. Use Tools To Improve Efficiency
@dan_shure
#NIMRI

51. Use Tools To Improve Efficiency
@dan_shure
#NIMRI
Speechpad

52. Use Tools To Improve Efficiency
@dan_shure
#NIMRI
Zemanta
Plugin

53. A Blog Is About Conversation
@dan_shure
#NIMRI

54. A Blog Is About Conversation
@dan_shure
#NIMRI
Not
Everyone
Is
Seth
Godin

55. A Blog Is About Conversation
@dan_shure
#NIMRI
Make
it
your
goal
to
start
a
conversa^on.

56. MARKETING YOUR CONTENT
@dan_shure
#NIMRI

57. Get In Front Of New Audiences
@dan_shure
#NIMRI

58. Get In Front Of New Audiences
@dan_shure
#NIMRI
Art
Of
Blog
Commen^ng
h1p://www.seomoz.org/blog/comment-­‐marke@ng-­‐as-­‐an-­‐inbound-­‐
tac@c-­‐whiteboard-­‐friday
h1p://www.quicksprout.com/2012/02/21/an-­‐advanced-­‐guide-­‐to-­‐an-­‐
effec@ve-­‐seo-­‐commen@ng-­‐strategy/

59. Get In Front Of New Audiences
@dan_shure
#NIMRI
Guest
Post
For
Links
Traffic
&
A
New
Audience
h1p://www.dis@lled.net/blog/seo/a-­‐guest-­‐pos@ng-­‐process/
h1p://www.seomoz.org/blog/how-­‐to-­‐evaluate-­‐guest-­‐post-­‐opportuni@es
h1p://www.seomoz.org/blog/guest-­‐blogging-­‐strategies-­‐whiteboard-­‐friday

60. Get In Front Of New Audiences
@dan_shure
#NIMRI
Get
Interviewed
–
site:youtube.com
[keyword]
interview

61. Get In Front Of New Audiences
@dan_shure
#NIMRI
Get
Interviewed
–
inurl:podcast
[keyword]
interview

62. Get In Front Of New Audiences
@dan_shure
#NIMRI
Cita^on
Labs
–
Link
Prospector

63. Get In Front Of New Audiences
@dan_shure
#NIMRI
Speak

-­‐
meetup.com

64. Make Content Easy To Share
@dan_shure
#NIMRI

65. Make Content Easy To Share
@dan_shure
#NIMRI
Use
Short
URLs
h1p://pointblankseo.com/link-­‐building-­‐strategies
• Short
• Easy
to
say
• Easy
to
remember

66. Make Content Easy To Share
@dan_shure
#NIMRI
Use
Short
URLs
Or
Use
A
URL
Shortener
Bitly
Goo.gl
Ow.ly

67. Make Content Easy To Share
@dan_shure
#NIMRI
Be
Memorable

68. Make Content Easy To Share
@dan_shure
#NIMRI
Use
Social
BuMons
Wisely
–
Low
Numbers
Are
Not
Always
Good

69. Make Content Easy To Share
@dan_shure
#NIMRI
Use
Social
BuMons
Wisely
–
Too
Many
Share
BuMons
Note
Always
Good

70. Optimize Your Content’s
Appearance Across The Web
@dan_shure
#NIMRI

71. Optimize Your Content’s
Appearance Across The Web
@dan_shure
#NIMRI
Use
Schema,
Rich
Snippets,
Authorship
&
Publisher

72. WHAT TO MEASURE & HOW
@dan_shure
#NIMRI

73. Important Metrics In 2013 / 2014
@dan_shure
#NIMRI

74. Important Metrics In 2013 / 2014
@dan_shure
#NIMRI
Repeat
Traffic
-­‐
Analy^cs

75. Important Metrics In 2013 / 2014
@dan_shure
#NIMRI
Branded
Search
Volume
–
(Don’t
forget
to
Compare
Against
Compe^tors)

76. Important Metrics In 2013 / 2014
@dan_shure
#NIMRI
“Propwords”
–
Proprietary
Keywords
-­‐
hMp://www.evolvingseo.com/2013/06/10/propwords/

77. Important Metrics In 2013 / 2014
@dan_shure
#NIMRI
Brand
Men^ons
–
Fresh
Web
Explorer
hMp://freshwebexplorer.seomoz.org/

78. The End
@dan_shure
#NIMRI
Q&A
!!