how to create a traffic machine for your content
TRANSCRIPT
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by Jon Henshaw
How to Create a Traffic Machine for Your Content
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@RavenJon #Authority2014 2
“If I write great content,they will come.”
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@RavenJon #Authority2014 3
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@RavenJon #Authority2014 4
But if you build a Traffic Machine they will
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@RavenJon #Authority2014 5
Step 1: Focus on UX
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@RavenJon #Authority2014
Brand
6
Your brand is part of the UX and makesyou unique, memorable and trusted
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@RavenJon #Authority2014 7
Generic themes donot communicate brand
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@RavenJon #Authority2014 8
Brands have an identity
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@RavenJon #Authority2014 9
Brands include authors
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@RavenJon #Authority2014 10
Brands have a unique look and feel
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@RavenJon #Authority2014
Layout
11
The layout of your content determines pages per session and repeat visits
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@RavenJon #Authority2014 12
How likely are you to come back here?
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@RavenJon #Authority2014 13
I’m definitely coming back here!
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@RavenJon #Authority2014 14
Make the reading experience match the quality of the content
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@RavenJon #Authority2014 15
The reading experience should also be device responsive
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@RavenJon #Authority2014 16
Duo AppTest Responsive Design
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@RavenJon #Authority2014 17
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@RavenJon #Authority2014 18
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@RavenJon #Authority2014 19
Roots is a perfect starting place for WordPress
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@RavenJon #Authority2014 20
https://webflow.com/
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@RavenJon #Authority2014 21
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@RavenJon #Authority2014
Navigation
22
Navigation helps emphasize the focus of the site to readers and bots
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@RavenJon #Authority2014 23
Example of focused navigation
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@RavenJon #Authority2014
Sharing
24
Make your content easy to share, unless you don’t want it shared.
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@RavenJon #Authority2014 25
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@RavenJon #Authority2014 26
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@RavenJon #Authority2014 27
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@RavenJon #Authority2014
Speed
28
Speed up your site for a better user experience (it’s also a ranking factor)
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@RavenJon #Authority2014 29
Also be prepared for the Digg effect
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@RavenJon #Authority2014 30
Use a fast and reliable hosting provider
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@RavenJon #Authority2014 31
Use a CDN for your assets http://www.cdnplanet.com/cdns/
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@RavenJon #Authority2014 32
http://gtmetrix.com/
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@RavenJon #Authority2014
The Unseen
33
Visible performance often comes from what you can’t see
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@RavenJon #Authority2014 34
Open Graph Protocol Provides structured data and enhances
how content is shared socially !
http://ogp.me/
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@RavenJon #Authority2014 35
AuthorshipUsing Authorship and Publisher can
provide more visibility on Google
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@RavenJon #Authority2014 36
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@RavenJon #Authority2014 37
Authorship in SERPs Authorship enables Rich Snippets and can easily land you on the 1st page of Google for those inside your G+ circles
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@RavenJon #Authority2014 38
Publisher in SERPs Publisher enhances brand related
results, including control over the logo displayed and recent posts
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@RavenJon #Authority2014 39
Use Schema.org microdata to enhance SERPs
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@RavenJon #Authority2014 40
http://schema.org/Event
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@RavenJon #Authority2014 41
http://schema.org/Recipe
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@RavenJon #Authority2014 42
Doh! Google may steal your traffic!
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@RavenJon #Authority2014
Content
43
Quality content is no longer good enough
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@RavenJon #Authority2014 44
Turn your content into Epic Content
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@RavenJon #Authority2014 45
Epic Content is bigger content
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@RavenJon #Authority2014 46
Epic Content is repurposed content
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@RavenJon #Authority2014 47
Epic Content uses multiple channels
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@RavenJon #Authority2014 48
Epic Content is interactive
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@RavenJon #Authority2014 49
Epic Content is not MMEH (Massively Multimedia Epic Heave)
*MMEH was coined by Mark Armstrong
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@RavenJon #Authority2014 50
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@RavenJon #Authority2014 51
Enhance posts with Google Charts
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@RavenJon #Authority2014 52
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@RavenJon #Authority2014 53
Add an Interactive Timeline
http://timeline.knightlab.com/
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@RavenJon #Authority2014 54
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@RavenJon #Authority2014 55
Include Interactions
http://interactions.webflow.com/
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@RavenJon #Authority2014 56
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@RavenJon #Authority2014 57
http://www.frogdesign.com/techtrends2014/
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@RavenJon #Authority2014 58
http://www.theverge.com/2014/1/21/5307992/inside-the-mind-of-a-fanboy
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@RavenJon #Authority2014 59
https://www.distilled.net/content-guide/
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@RavenJon #Authority2014 60
Repurpose Your Content
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@RavenJon #Authority2014 61
Turn it into a deck and share on Slideshare
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@RavenJon #Authority2014 62
Turn the deck into a video and post on Youtube
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@RavenJon #Authority2014 63
Use your content for podcast topics
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@RavenJon #Authority2014 64
Build a microsite with your content…capture emails
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@RavenJon #Authority2014 65
Make an Infographic Using Cinemagraphs!!!
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@RavenJon #Authority2014 66
Reuse quotes to tell a visual story
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@RavenJon #Authority2014 67
Make it Portable Create an ebook, white paper and use content channels like Snippet.
Include links back to your site.
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@RavenJon #Authority2014
Calls to Action
68
Include CTAs to increase pages per session and to boost repeat traffic
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@RavenJon #Authority2014 69
Ars Technica Related Articles
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@RavenJon #Authority2014 70
TechCrunch Next Article
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@RavenJon #Authority2014 71
Email is still one of the best sources for site traffic
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@RavenJon #Authority2014 72
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@RavenJon #Authority2014 73
Record, measure and report with Google Analytics’ Goals and Events
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@RavenJon #Authority2014
Social
74
Epic Content + Connections = Traffic
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@RavenJon #Authority2014 75
Don’t be a snob. Connect with as many people as possible that fit your target audience.
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@RavenJon #Authority2014 76
Build up sharing equity
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@RavenJon #Authority2014 77
Be social. That means commenting on posts, and always replying to comments on your own posts.
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@RavenJon #Authority2014 78
Republish your content on sites that will send targeted traffic. Stop worrying about duped content.
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@RavenJon #Authority2014 79
Participate in or create private sharing groups that have common interests and may followers
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@RavenJon #Authority2014 80
Promote and boost your content with social ads
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@RavenJon #Authority2014
Analytics
81
Study the performance of your content, learn what works, and then rinse and repeat!
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@RavenJon #Authority2014 82
I saw the Traffic Machine in a dream and this is what it looked like…
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@RavenJon #Authority2014 83
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@RAVENJON
Jon Henshaw