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SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

Blogging, Social Media Marketing & Linkbait.

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SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

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  1. Blogging, Social Media Marketing & Linkbait ...the sort of people who have been doing “new” SEO, or whatever you want to call it, that’s social media optimization, link bait, things that are interesting to people and attract word of mouth and buzz, those sorts of sites naturally attract visitors, attract repeat visitors, attract back links, attract lots of discussion, those sorts of sites are going to benefit as the world goes forward. - Matt Cutts in an Interview from Friday, March 2nd w/ Gord Hotchkiss SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  2. An Introduction to Blogging Technical Topics • Blog Software & Features • Optimizing the Blog Fun Topics • Blog Content Strategies • Blog Promotion & Marketing SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  3. Blog Software & Features Blog Software & Features How to Choose the Blog that’s Right for You. SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  4. Software vs. Custom-Built Blogs • Choose Blog Software • Easy Installation • Handles Basic Functions • Multiple Community Plugins to Customize • Choose Custom-Build • Allows for unique content serving methods • Easiest to customize specs & GUI • Greatest flexibility for multiple uses SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  5. Publishing Considerations • WYSWIG Editors • Website Look & Feel • Delayed Publishing • Static Pages • Navigation Options • Archiving System • Comment Options • Anonymous Comments • Moderated Comments • Threaded Comments • No Comments SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  6. Publishing Considerations Serve the Users; Serve the Engines; Rule the World SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  7. Domain Use & Hosting • Bad: • company.blogspot.com • companyblog.com • blog.company.com • Good: • company.com/blog/ • company.com/blog.html • Keep the blog as part of the site for maximum benefit “Web 2.0” Companies like these are inconsistent about domain use, reducing their linkjuice and ranking power SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  8. Keyword Research • Step 1: Decide on a Topic • Step 2: Write a Title • Step 3: Run KW Research • Step 4: Consider Re-writing title based on KW popularity • Step 5: Write content to fit the title and your intent • NOTE: Sometimes it pays to write catchy titles and ignore KW research – it's not necessary for every post SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  9. Title & Meta Tags in Blogs • Blog titles should be reflected in the title tag • Compare stats on blog posts that receive heavy search traffic and consider writing compelling meta descriptions • Keep your brand name in your blog titles SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  10. Blog URLs Worst to Best: • yourblog.com/post/entry.py?answer=42098&topic=8914 • yourblog.com/post/entry.php?ID=42098 • yourblog.com/post/entry/42098 • yourblog.com/post/entry/writing_good_blog_titles.html • yourblog.com/writing-good-blog-titles SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  11. Leveraging Comments • Comments = Free Content • For new blogs, turn off comments – wait until you're popular • Reward frequent commenters • Offer incentives for comments SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  12. RSS Feeds • Sidebar Feed Options • Full Text VS. Partial Snippets • Feedburner – Track Feed Usage • Action Tracking – Measure Signups • Offer multiple feed options on the sidebar of your blog SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  13. Action Tracking Through Analytics • Blog Actions to Track • Feed Subscriptions • Registration (to use comments, create a profile, etc.) • Newsletter signups • Ad clicks • Browse Rate (number of pages viewed per user on average) SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  14. Blog Content Strategies Blog Content Strategies But, Rand… What am I Going to Write About? SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  15. Claiming a Unique Niche • More Popular Topics - More Need for Differentiation • Less Popular Topics - Broader Focus is Desirable • Niche coverage allows for broadening, and general coverage allows for specificity – pursue both SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  16. Embedding More Than Text • Additional Content to include in blog posts • Screenshots • Photos • Cartoons • Logos • Charts/Graphs • Diagrams A few of the images recently on the SEOmoz blog SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  17. Multimedia Content • Videos (Youtube, Metacafe) • Interactive Elements (tools, search boxes, polls) • Audio Podcasts • Flash Animations SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  18. Deliver on Expectations • Create & Fulfill Expectations on: • Post Frequency & Timing • The Subject Matter of Posts • News Events that Will be Covered • Other Blogs Users Should Read • Boundaries for Comments • Frequency of Off-Topic Posts • Level of Discourse & Language SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  19. Brand Your Blog • Titling Blogs – Memorable, Descriptive • Use your brand in press, on other sites, in interviews, presentations, networking, when you comment, etc. • Don't shill, and be aware of who/what you promote SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  20. Blog Promotion & Marketing How to Bring Eyeballs to the Site SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  21. Community Participation • Comment on Other Blogs • Build Relationships with Other Bloggers • Participate in Memes, Polls, Events, Promotions, etc. • Make Your Blog Interactive - Let Users Suggest Topics & Ask Questions Some blog communties are highly structured, others, less so. SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  22. Blogging Q+A • Topics • Blog Software & Features • Optimizing the Blog • Blog Content Strategies • Blog Promotion & Marketing • More questions? Just ask rand@seomoz.org SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  23. Social Media Marketing • Show the Community You're a Participant • Build Traffic from Alternate Sources • Influence Traditional Media • Rule the SERPs • Control your Brand • Get Link Love SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  24. How Social Communities View SEO • SEO = Perceived Spam • In fact, SEO helps these communities to grow and spread by creating content and contributing • An SEO must be mindful of the community and respect the establishment This Gentleman Pretty Much Sums it Up SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  25. Control Your Brand Before Others Do SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  26. Build Link Popularity SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  27. Rule the SERPs SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  28. Creating Successful Profiles • Use your website's name or a single person's name from the website. • Create robust profiles – use a consistent photo and take the time to create content at each site • Comment at and build relationships with other site users – go for popular/well-linked-to pages on the site for your comments/interaction, as these will give you the most link weight SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  29. Sites to Target www.seomoz.org/article/social-media-marketing-tactics SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  30. Social Media Marketing Q+A • Topics • How Social Communities View SEO • Controlling Your Brand • Building Link Popularity • Ruling the SERPs • Creating Successful Profiles • Sites to Target • More questions? Just ask rand@seomoz.org SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  31. An Introduction to Linkbaiting How to leverage the web's most powerful linkers into sending traffic, links & higher rankings to your site. SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  32. What is Linkbait & Why is it Valuable? SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  33. Meet the Linkerati SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  34. Linkerati Dominate Linking on the Web SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  35. How Does Linkbait Help You Rank? SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  36. How Does Linkbait Help You Rank? SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  37. Samples of Successful Linkbait Worst College Mascots Article on Drivl.com • Launched via Digg Sports • 128,000 Pg Views • 2,000+ Referring Domains • #4 for “College Mascots” • 200 New RSS Subs Make Fun of College Students; Get Links. SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  38. Samples of Successful Linkbait Celebrity Nudity Awards on Drivl.com • Launched via GorillaMask • 100,000 Pg Views • 400+ Referring Domains • #5 for “Nudity” • 250+ Searches/Day Naked Never Gets Old SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  39. Samples of Successful Linkbait • Launched on SEOmoz • 75,000 Pg Views • 250+ Referring Domains • #1 for “Increase Blog Traffic” • 75+ Searches/Day • Speaking Gig from Stanford 21 Tactics to Increase Blog Traffic SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  40. Samples of Successful Linkbait Drug Identification Chart • Launched via Digg • 100,000 Pg Views • 300+ Referring Domains • #1 for “Ilegal Drugs” • 500+ Searches/Day SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  41. Content Strategies • Lists (best of, worst of) • Lists of tips, how-tos, problems, benefits, resources • Teaching resource (how to) • Humor, Irony • Controversy • Interviews • Breaking News • Product Review • Poll Results / Data Results • Aesthetic Beauty • Tools • Comprehensive Reviews • Great Insight • Many, many more... SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  42. Linkbait Launching Portals • CRITERIA: • High Visibility • Sends Big Traffic • Right Demographics • Potential to Go Viral SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  43. Digg.com • 2mil+ Visits Daily • Tech & Web Centric • 50-100 Votes Req'd • 10-30K visits avg • 1000+ Links per SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  44. Reddit.com • 500K Visits Daily • Broad in Scope • 20-40 Votes Req'd • 4-10K visits avg • 600+ Links per SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  45. Netscape.com • 250K Visits Daily • News Centric • 20-40 Votes Req'd • 4-8K visits avg • 300+ Links per SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  46. Del.icio.us/Popular • 1mil+ Visits Daily • Developer Centric • 20-30 Votes Req'd • 2-6K visits avg • 250+ Links per SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  47. StumbleUpon Toolbar • 3Mil+ Users • All Subjects • 70%+ Thumbs Up • 500-5,000 visits (cont.) • 25-250 links SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  48. Popular Blogs & Sites (Editorial) SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  49. Rules for Linkbaiting Safely • IP Tracking • Geography • Groups • Profile Identification • Spam Submissions SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

  50. Linkbaiting Q+A • Topics • How Linkbait Can Help Websites Rank • Identifying the “Linkerati” • Link-Worthy Content • Linkbait Launch Portals • Linkbaiting Safely • More questions? Just ask rand@seomoz.org SES Munich 2007 | Linkbaiting, Social Search Marketing & Blogging

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