building personal brand authority online via content & social seo
DESCRIPTION
How a combination of unique, authoritative content and wise use of community building via social media, along with some understanding of SEO, can help build your personal brand online.TRANSCRIPT
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Mark Traphagen - Director of Digital Outreach, Virante Inc
Online Brand BuildingPower of Personal Authority
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
Ain’t About Fame
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Mark Traphagen | Virante.org | @marktraphagen
Authority
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Mark Traphagen | Virante.org | @marktraphagen
Trust
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Mark Traphagen | Virante.org | @marktraphagen
www.zeromomentoftruth.com
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
People TrustPerceived Authority
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
Do You Know This Man?
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
Graphic courtesy of Hubspot www.hubspot.om/inbound-marketing
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Understanding Social SEO
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Mark Traphagen | Virante.org | @marktraphagen
Image courtesy of http://www.postano.com/
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
So What About
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Mark Traphagen | Virante.org | @marktraphagen
Profiles Have PageRank
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Mark Traphagen | Virante.org | @marktraphagen
Pages Have PageRank
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Mark Traphagen | Virante.org | @marktraphagen
Communities Have PageRank
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Mark Traphagen | Virante.org | @marktraphagen
Google+ Internal PR
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Mark Traphagen | Virante.org | @marktraphagen
Google+ External PR
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
Google+ Fitness & Nutrition Community4 Posts on High PR Blogs
Went from pg. 8 topg. 1 for "fitness & nutrition” for 3 months!
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1 - My Google+ post2 - Google+ page post3 - Another Google+ post by me4 - Share of Google+ post by friend5 - Home page of site6 - Inside page of site7 - Another page of site8 - Another page of site
Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
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Google Authorship
Google+ Authorship Community:bit.ly/AuthorshipCommunity
Mark Traphagen | Virante.org | @marktraphagen
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Mark Traphagen | Virante.org | @marktraphagen
http://bit.ly/AuthorshipCTR
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PermissionMarketing
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Permission Marketing
● Communicates with prospects w/o selling
when they aren’t (yet) ready to buy
● Useful instead of annoying (YOUtility)
● Establishes
○ Expertise
○ Authority
○ Trust
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Why Content Marketing?
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Banner Blindness
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How do you stand out…
when everyone is doing the same thing?
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Thought
Leadership
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You don’t need to be the CEO to be a leading voice.
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Meet Lisa Barone
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Lisa Barone● Multiple blogs on AdAge’s Power
150
● Featured in New York Times, Wall
Street Journal, BusinessWeek, Inc.
Magazine, Reuters, Intuit, Forbes,
PBS, FOX News
● Contributor and Social Media
Editor for SmallBizTrends.
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Marcus Sheridan - Sales Lion
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Awesome doesn’t have toask permission.
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INTERRUPTIO
N!
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Nobody picks up when they see this caller.
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Pre-checking the box is weak
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Don’t sell until you’veEARNED the right to sell
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You have to be better
Everyone on the web has stuff. Your
stuff needs to be better and more
focused to garner any attention at all.
Generating content because it’s your job
isn’t good enough anymore.
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Are you paying attention?
● Have you checked your email since this
started?
● How long do you wait before you look at
your phone after it vibrates during a
meeting?
● Are you live tweeting or Facebooking?
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How do you plan on getting this family’s attention?
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Attention is the new currency
You are competing with every other fragment
of life that is demanding your reader’s
attention.
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Nobody reads the whole page
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You have 8 seconds
An Associated Press survey conducted in January of 2012 found that the
percentage of page views that last less than 4 seconds was 17%, while
views over 10 minutes was 4%.
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The Google algorithm and SEO
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It’s harder to game the system
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Why it’s harder to game the system
PandaFebruary 2011
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Why it’s harder to game the system
PenguinApril 24, 2012
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So What Works?
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So What Works?
● Authoritative content
● Natural links
● Active social engagement
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Mark Traphagen | Virante.org | @marktraphagen
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Google Authorship
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Where is your eye drawn?
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More important than ranking
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Authorship Rich Snippet Result
The byline link shows all of YOUR content!
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Authorship shows all your content spread across the web.
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Author Stats
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Inbound.org = Free Education!
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Thank You
Mark TraphagenDirector of Digital Outreach
Virante.org
@marktraphagen