improve new business leads with authority marketing
TRANSCRIPT
![Page 1: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/1.jpg)
How to position yourself as an expert for Google and your customers
![Page 2: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/2.jpg)
![Page 3: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/3.jpg)
![Page 4: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/4.jpg)
![Page 5: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/5.jpg)
Media Features
![Page 6: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/6.jpg)
@mcdougalljohnd
978-423-4274
bit.ly/1KY1SAk - The slides
Connect with me
![Page 7: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/7.jpg)
What is Authority Marketing? Branding via specialization
Building a platform / list
Blogging
Writing a book
PR
Public Speaking
SEO
Social Media
Links from influencers
Sales Influence
Conversion Optimization
Tracking ROI – Analytics
![Page 8: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/8.jpg)
White hat versus black hat
![Page 9: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/9.jpg)
Thought Leaders
Built into nature: birds flock, fish school etc.
![Page 10: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/10.jpg)
![Page 11: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/11.jpg)
Become a visible expert
![Page 12: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/12.jpg)
![Page 13: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/13.jpg)
![Page 14: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/14.jpg)
![Page 15: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/15.jpg)
![Page 16: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/16.jpg)
#contentmarketing Thought Leaders
From Onalytica
![Page 17: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/17.jpg)
Provisional patent on PageRank
![Page 18: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/18.jpg)
Google Backrub!
![Page 19: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/19.jpg)
The early patents relating to authors
Agent rank
Invented by David Minogue and Paul A. Tucker
US Patent Application 20070033168
Published February 8, 2007
Filed: August 8, 2005
Abstract
The present invention provides methods and apparatus, including computer program
products, implementing techniques for searching and ranking linked information
sources. The techniques include receiving multiple content items from a corpus of
content items; receiving digital signatures each made by one of multiple agents, each
digital signature associating one of the agents with one or more of the content items;
and assigning a score to a first agent of the multiple agents, wherein the score
is based upon the content items associated with the first agent by the digital
signatures.
![Page 20: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/20.jpg)
How Google Might Fight Web Spam
In Social Networks 05/26/2015
seobythesea.com/2015/05/how-google-might-fight-web-spam-in-social-networks
![Page 21: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/21.jpg)
![Page 22: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/22.jpg)
Google Quality Raters Guide
![Page 23: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/23.jpg)
Expertise, Authoritativeness, Trustworthiness.
![Page 24: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/24.jpg)
From audiencebloom.com
![Page 25: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/25.jpg)
Early Author Rank Speculation
From Moz
![Page 26: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/26.jpg)
Link farms and Like farms
Duanne Forrester of Bing says “Don’t be tempted to game it”
![Page 27: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/27.jpg)
Searchmetrics.com
![Page 28: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/28.jpg)
Searchmetrics 2015
Technical
User Experience
Content
Social Signals
Backlinks
![Page 29: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/29.jpg)
What is SEO
![Page 30: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/30.jpg)
![Page 31: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/31.jpg)
Optimization basics
![Page 32: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/32.jpg)
Content Silos - in depth topics
![Page 33: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/33.jpg)
Panda vs Penguin: Toll Booths
Panda = No Low Quality
Hummingbird = Conversations
+Mobile
Pigeon = New local algo
Penguin = No Spam
![Page 34: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/34.jpg)
Link Detox - Disavow
Search: “penguin release dates”
![Page 35: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/35.jpg)
Ahrefs.com
![Page 36: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/36.jpg)
![Page 37: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/37.jpg)
Guest Blog
Digg
Google+
YouTube
Forums
CONTENT
News/Media/PR
Create Great Content, Then Share
![Page 38: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/38.jpg)
See bit.ly/mozcontentfail
Why Most Content Marketing Fails
You think people will buy before they trust you over many visits
You vomit up content without a community
You invest in content but not its amplification (broadcast, 1:1, paid)
You ignored SEO and being an authority (6 billion searches a day)
You gave up way too soon
![Page 39: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/39.jpg)
ContentFuel: for Social/SEO/Links/PR
Video, Infographics, Podcasts, Whitepapers, Blog Posts, Images etc.
![Page 40: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/40.jpg)
Content proportionate to leads
25 page sites have no hope in advanced SEO
![Page 41: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/41.jpg)
TOFU Offers – Capture emails
30 ebooks = 7x leads
![Page 42: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/42.jpg)
![Page 43: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/43.jpg)
estateplanninglawblawg.com
![Page 44: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/44.jpg)
associationexecs.com | speakermatch.com
![Page 45: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/45.jpg)
Media Coverage = Authority
helpareporter.com
• Free to sign up for 3x daily emails
• Paid: filters, profile, mobile alerts
• “Submit a New Pitch”
prleads.com
• $99 a month, emails as often as every 30 minutes
• Leads are completely customized to fit your
expertise
• Less competition from other responders
• Amazing help from founder Dan Janal
+Buzz Sumo and Followerwonk for influencers
![Page 46: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/46.jpg)
Authority Analytics
![Page 47: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/47.jpg)
Authority Analytics / Types of Authority
Unique Visitors
Blog Visits
Referrals
Social
Domain / Link Authority
Conversions from Content
Low Bounce Rate
Time on Site
Conversion Paths
![Page 48: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/48.jpg)
Top Content
Content is beating paid niche placement
![Page 49: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/49.jpg)
Top Content – About and Bio content
![Page 50: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/50.jpg)
![Page 51: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/51.jpg)
Resources
![Page 52: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/52.jpg)
Resources
1. ahrefs.com | linkresearchtools.com
2. helpareporter.com (Free) | prleads.com
3. keywordtool.io | longtailpro.com
4. adwords.google.com/KeywordPlanner
5. speakermatch.com and associationexecs.com
6. buzzsumo.com | followerwonk.com
![Page 53: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/53.jpg)
Takeaways
1. Pick a niche to focus on
2. Start a blog and use keywords in each post
3. Create social profiles including Google+
4. Spend more time promoting than creating
5. Build your email list / platform
Thought leadership is critical for SEO and social media success
and Authority Marketing is the roadmap that makes it easier.
![Page 54: Improve New business Leads with Authority Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022042619/5872c08b1a28ab0c718b5263/html5/thumbnails/54.jpg)
@mcdougalljohnd
978-423-4274
bit.ly/1KY1SAk - The slides
Connect with me