cut the bull and blog with purpose
DESCRIPTION
Jason Falls's Optimization Summits presentation on Practical SEO Tips for Corporate BloggingTRANSCRIPT
Cut The Bull
And Blog With Purpose
Optimization Summit
September 16, 2010Dallas, Texas
You Blog?!
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Happy Little Trees
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“We want a Blog”
“WHY?”
“We want to engage our audience”
“WHY?”
“So we can grow our business”
“HOW?.....”
“Ask “Why” until you come to a measurable value proposition …”
Chris BaggottCEO
Compendium@ChrisBaggott
Eric Brown Urbane Apartments
“Did we rent more apartments?”
“Because if we didn’t, the practice of social media marketing is just a hobby.”
Compendium Blogware Study (with Debbie Weil, Jay Baer and the devastatingly handsome Jason Falls)
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Identifying High Volume Keywords
Writing For Optimization
Presenting Clear Calls To Action
Google Analtyics
Google Keyword Tool (http://www.google.com/sktool/)
Wordstream (http://www.wordstream.com/keywords/)
Trust Your Instinct (But Check It) (https://adwords.google.com/select/TrafficEstimatorSandbox)
Prioritize & Group
Identify A Single Keyword
Title
Lead Paragraphs
Add Sprinkles
Establish Your Goals
Drive Visitors To Fulfill Those Goals
Do It In Copy And Art
Scribe SEO (Plugin)
Compendium Blogware (Client)
SEO Book
SEOMoz
WeWe Score
Think About The Long Tail
Think Locally
Think Rinse and Repeat
Think Link
Think Of Others
Blogs need to reach a critical mass of articles before they start to generate leads; on the order of 20-50
# of Blog Articles Ranges**
Med
ian M
on
thly
Leads
Sample size: 762 customers.*Based on Blog articles available at the beginning of the month over a 3 month period (12/1/09 – 2/1/10)
**Each range includes article data for approximately 25% of customers.
Impact of Blog Size* on Monthly LeadsImpact of Blog Size* on Monthly Leads
This group does no better than customers without blogs
5 712
22
74
0
20
40
60
80
Less than 60 60-120 121-175 176-310 311+
Indexed Pages in Google – Ranges*
*Each range includes an equal number of customers**Includes 3 months of lead data (11/09 – 1/10)
HubSpot.com - Growing the number of pages indexed in Google’s database on the order of 50-100 pages brings double digit lead growth and triple digit growth past several hundred pages
Median Monthly Leads by Range of Google Indexed PagesMedian Monthly Leads by Range of Google Indexed Pages
HubSpot.com - Increasing the number of keywords ranking in Google’s top 100 results starts to matter for leads once marketers achieve double digit keywords
Ranges of # of Keywords Ranking in Google’s Top 100 Results over 7 Days*
Med
ian Le
ads O
ver 7
Day P
erio
d**
2
1
2
3
4
6
0
2
4
6
0 1-5 6-13 14-25 26-50 51+
Median Leads Over 7 Days by Range of Keywords Ranking in Google’s Top 100
Median Leads Over 7 Days by Range of Keywords Ranking in Google’s Top 100
Sample size: 1,400 customers.•Each range consists of six equal groups of customers.
**Includes lead data over a 7 day period for 3 months (11/09-1/10).
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Thank You!
Jason Falls
PrincipalSocial Media Explorer
Email: [email protected]
Twitter: @JasonFalls
Phone: 502.509.4763
Web: socialmediaexplorer.com
Newsletter: socialmediaexplorer.com/newsletter
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