seo and trending topics how you can use trending topics to get more visitors
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SEO and the World Cup 2010Better rankings by adapting to trending topics
by Björn Ühss@faiM
@faiMbcn@dailySEOhint
http://seo.uehss.de
WebBar #5 05/07/2010 www.webbar.es bjoern@webbar.es @WebBarBCN
Trending Topic: Vuvuzela
Key Message
“The trend is your friend”
What is a trend?
- general direction in which something tends to move- (possible) future- “Buzz” of tomorrow- the next hype- evolving topic
= an opportunity for SEOs to push their websites up in the search engines, get free backlinks and new traffic
„World Cup 2010“ „World Cup News“
Expected vs. unforseeable eventsExpectable & repeating events
•Summer/Winter Olympics
•Eurovision
•Elections
•Euro Cup – World Cup
•Google, Apple, Celebrities
•Local events (e.g. San Juan)
•Watch the news!
Unforseeable & one-time events
•Catastrophies (e.g. Icelandic Vulcan, Oil spill)
•Celebrities
•News
•Viral campaigns & trending videos
•Local events & news
•Watch twitter, facebook or youtube!
Adapt!Survival of the fittestShort term:- PPC wording - Direct Marketing Strategy
Middle term:- SEO Keywords & Content - Online Mkt Campaign
Long term:- Product portfolio - Company structure (in order to be able to react fast)
What people will do during an hype ..
1. People speak about it2. People getting curious3. People search for it 3. People share it
Trending topics= an opportunity for generating more traffic to your website
.. and what your SEOs should do.
What Search Engine Optimisers should do:
1. People speak about it = SEOs have to listen to their (key)words (“watch world cup online”) = SEOs should join the conversation via Twitter & SM (real time search ) = SEOs would create trust - allow discussions on your site, forum, blog (User generated content) = SEOs may create authority by making them speak about your website (backlinks)
2. People getting curious = SEOs understand even the unclear questions, typos and give answers = SEOs can give more – e.g. value added free content (e.g. Football glossary, match plan) = SEOs use all available channels to give answers (blogs, news, videos, photos) (universal search)
3. People search for it = SEOs don´t understimate the rapid increase in search volume. = SEOs know that Googles “Query deserves freshness” factor will push your kws to top SERPs = SEOs create content for these search queries (e.g. articles about player, matches..)
4. People share it = SEOs find creative ways of using the hype for Linkbaiting to get new links = SEOs actively use Social Media to spread content and generate new traffic
1. Google Trends2. Google Insights for Search3. Twitter trending topics4. Monitter (via Twitter Tweets)
5. Alexa.org6. YouTube7. Facebook8. Your Blogs/RSS Feeds 9. Watch the news10.Listen around
10 free tools to identify current trends
Google Trends (1/5)google.com/trends
Google Trends (1/5)google.com/trends
Google Trends (1/5)google.com/trends
Google Insights for Search (2/5)www.google.com/insights/search/
Now you know the toolsTime to take action – and adapt!
(YouTube & Disney already doing it)
Free backlinks with the Vuz-Buzz 7 eye-opening linkbait ideas
Name URL Backlinks PR Complexity (*****)
other
Blow me link 9314 4 ** 600.000visits
Vuvuzelas for BP link 321 n/a ** $4,108 donating
Vuvuzela time – browse the web like you´re at the South African World Cup
link 10432 n/a ** 700.000 visits/day4521 RT45K FB
Fancorso.de/com link 33 n/a *** -
10 Videos improved with a Vuvuzela Horn (Blog article)
link 344 n/a * 39 FB9 RT
Vuvuzela (iPhone App) link 190 1 ****
I hate it when I'm at a vuvuzela concert and people start playing football! (Facebook Page)
link n/a n/a * 148.885Fans
How can you use this for your business?
1. Find 3 trending topics a) 1 common expectable event in the future (Christmas?)
b) 1 local topic from your industry that´s hot or will be (iPhone 4?) c) listen every day to what´s “hot” in the news and your environment
2. Find a way to use this trend a) be creative! Or just have a look again at the list of things SEOs should do some
slides before. Create something funny, try new things. You need (back)links! b) Involve all Marketing departments (SEO, PPC; Direct Marketing, Offline Campaigns) c) Know your numbers, track your success, monitor activities
3. Approve time and resources for it, act fast and just do it!
...Need a creative Linkbait idea?
Björn Ühsshttp://seo.uehss.debjoern@webbar.estwitter.com/faiMbcn
Co-Founder & Organiser of the monthlyWebBar mini-conferences of theWeb Marketing Group BarcelonaEncuentro de Marketingwww.WebBar.es
twitter.com/WebBarBCN
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