The New SEO - Get Found Online with Content

Lisa Gerber@lisagerber

Write Reviews

Complain on Forums

RSVP to events

Making recommendations

Seeking recommendations

Leaving tips

Being entertained

Print adsStatic web pages

RadioTV ads

Brands Have New Challenges

Conversation

SEOSocialMobileEmailBlogsVideo

PodcastsWebinars

Today’s Agenda

Basics and best practicesThe Foundation of The PlanThe IngredientsStep 1. AttractStep 2. EngageStep 3. NurtureStep 4. Measure and Refine

1. Basics and Best Practices

• Blog posts and articles

• Web pages

• User reviews and testimonials

• Email newsletters

• Video

• Photos

• Podcasts

• Profile pages on apps and websites

• Status updates and tweets

What is Content?

Why Content

• Get found

• Create relationships

• Build trust

Organic Search Exponential growth

Organic Search basics and best practices

Sales Funnel basics and best practices

Web, search, location-based pages, and blog

traffic

Blog comments, forums and reviews, social networks,

email sign-up forms, calls to action

Email marketing, social networks

E-commerce, phone, or on-site

Show me the money call to action

The Foundation

Goals

1. Traffic

2. Sharing

3. Leads

4. Sales

• For whom

• What will you provide

• What is the outcome for your audience

Content Mission

Be Excellent, Not Different - Content Strategy

Your Digital Basecamp

Basecamp and social outposts

• WordPress.org - self-hosted content management system

• BlueHost.com - register your domain name

• Google Analytics

• Yoast SEO for WordPress Plugin

• Google Places, Yelp Page

• Twitter search column - Hootsuite

• Facebook page

The Ingredients

Step 1. Attract

Principles of SEO Keywords

Google Keyword Tool: https://adwords.google.com

Google Trends: http://www.google.com/trends

Attract - Principles of SEO

• Choose your keyphrase

• Research it in Google Keyword Tool and Google Trends

• Optimize each piece of content to be found in search engine results pages.

Optimize Content

Content template attract

But what should I write about?

Content that generates leads

1. Most frequently asked questions your sales and service people get

2. Biggest objections or concerns about your product/service

3. Price

4. Comparisons to other products, to your competitors

5. Hyperbole and Lists : Tips, Top 10 lists, X Steps to the Best ______

6. Survey your customers/prospects - what are their challenges?

7. Customer testimonials - success stories

8. Do an industry survey and share your findings

Editorial calendar

Delegate the work

• Customers

• Vendors

• Partners

• Employees

• Guest contributions

The Plan So Far - Attract

• Identified the mission and goals

• Have a list of content ideas - with key phrases targeted

• People to help create the content

Type of Content

• Webpage

• blog

• video

• local/mobile

• social updates

• email

Webpage

Blog

Video

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Local

Local/mobile - claim your pages

• Google Places - Every business

• Yelp - Most businesses

• Foursquare - B to C

• TripAdvisor - Travel and hospitality

Social search

Encourage Reviews

Step 2. Engage

Social networking

Create events

Monitor

• Response campaign

• Guest blog

• By-lined articles

Step 3. Nurture

Email newsletter

Email content

• Middle of the funnel

• More product centric.

• Help them through a demo

• Show them how to use the product

• Share case studies

Step 4. Measure and refine

Take that leap

Thank You

Lisa GerberBig Leap Creative Integrated Communications•www.bigleapcreative.com/blog•lisa@bigleapcreative.com•@lisagerber•Slideshare: www.slideshare.com/lisagerber•Dropbox: https://www.dropbox.com/sh/5280wfjkxgicnkl/eLzP2drEnM