the new seo of content

@lisagerber#demand13 @lisagerber

The New SEO of Content

Lisa GerberBig Leap Creative@lisagerber

Friday, June 21, 13

@lisagerber#demand13 @lisagerber#demandsuccess @lisagerber

Jackson

Friday, June 21, 13

@lisagerber#demand13 @lisagerberFriday, June 21, 13

@lisagerber#demand13 @lisagerber

What did we learn?

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

1. real people with real problems

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

2. Google is getting smarter

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

3. Good SEO

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

Content: owned, earned

OptimizationSocial

The New SEO of Content

The Future of Search :: Semantic Search

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

marketing

Friday, June 21, 13

#demandsuccess#demand13 @lisagerber

Today’s agenda

1. Awesome content

2. Optimize it to get found

3. Get social

Friday, June 21, 13

@lisagerber#demand13 @lisagerberCompelling content?!?!

Friday, June 21, 13

#demandsuccess#demand13 @lisagerber

1. Share or solve; don’t shill

Content Marketing Rules, Ann Handley and C.C.Chapman

Friday, June 21, 13

@lisagerber#demand13 @lisagerberBe real

Friday, June 21, 13

#demandsuccess#demand13 @lisagerber

Be relevant: Five Content Ideas To Generate Leads

1. What are your prospects’ challenges?

2. Biggest objections or concerns about your product/service

3. Price

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

5. Customer testimonials - success stories

6. Do an industry survey and share your findings

Friday, June 21, 13

@lisagerber#demand13 @lisagerberSolve problems

Friday, June 21, 13

@lisagerber#demand13 @lisagerberFriday, June 21, 13

#demandsuccess#demand13 @lisagerber

Be relevant: Five Content Ideas To Generate Leads

1. What are your prospects’ challenges?

2. Biggest objections or concerns about your product/service

3. Price

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

5. Customer testimonials - success stories

6. Do an industry survey and share your findings

Friday, June 21, 13

@lisagerber#demand13 @lisagerberFriday, June 21, 13

@lisagerber#demand13 @lisagerberFriday, June 21, 13

#demandsuccess#demand13 @lisagerber

Be relevant: Five Content Ideas To Generate Leads

1. What are your prospects’ challenges?

2. Biggest objections or concerns about your product/service

3. Price

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

5. Customer testimonials - success stories

6. Do an industry survey and share your findings

Friday, June 21, 13

@lisagerber#demand13 @lisagerberFriday, June 21, 13

#demandsuccess#demand13 @lisagerber

Be relevant: Five Content Ideas To Generate Leads

1. What are your prospects’ challenges?

2. Biggest objections or concerns about your product/service

3. Price

4. Customer testimonials - success stories

5. Do an industry survey and share your findings

Friday, June 21, 13

@lisagerber#demand13 @lisagerberFriday, June 21, 13

#demandsuccess#demand13 @lisagerber

Be relevant: Five Content Ideas To Generate Leads

1. What are your prospects’ challenges?

2. Biggest objections or concerns about your product/service

3. Price

4. Customer testimonials - success stories

5. Do an industry survey and share your findings

Friday, June 21, 13

@lisagerber#demand13 @lisagerberFriday, June 21, 13

@lisagerber#demand13 @lisagerber

optimize your content

Friday, June 21, 13

@lisagerber#demand13 @lisagerberKeywords

Friday, June 21, 13

@lisagerber#demand13 @lisagerberGoogle Keyword Tool

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

On-page SEO

Friday, June 21, 13

@lisagerber#demand13 @lisagerberMeta tags

Description

Title

URL

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

Alt text

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

Heading (H1 or H2 tag)

Friday, June 21, 13

@lisagerber#demand13 @lisagerberhelp the bots help you moz.com

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

off-page :: media and blogger outreach

Friday, June 21, 13

@lisagerber#demand13 @lisagerberBacklinks for SEO

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

Guest blogging and by-lined articles

Friday, June 21, 13

@lisagerber#demand13 @lisagerberanchor text link

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

http://blog.kissmetrics.com/google-authorship/

google authorship

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

social search

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

According to Nielsen Research 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising.

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

1. build community

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

2. claim local pages

Friday, June 21, 13

@lisagerber#demand13 @lisagerber

3. get reviews

Friday, June 21, 13

@lisagerber#demand13 @lisagerberHow you’ll measure it

Friday, June 21, 13

#demandsuccess#demand13 @lisagerber

Resources

• Andy Crestodina

• Sean McGinnis

• The Sales Lion

• Moz.com

• Opensiteexplorer.org

Friday, June 21, 13

#demand13 @lisagerber

Thank You

Lisa GerberBig Leap Creative Integrated Communications•www.bigleapcreative.com/blog•lisa@bigleapcreative.com•@lisagerber•Slideshare: www.slideshare.com/lisagerber

Friday, June 21, 13