1 SMX PARIS 89 JUNE 2015 10 Steps to Make Google (and Your Audience) LOVE Your Website #SMX | @kevgibbo
1 SMX PARIS 8-‐9 JUNE 2015
10 Steps to Make Google (and Your Audience)
LOVE Your Website
#SMX | @kevgibbo
2 SMX PARIS 8-‐9 JUNE 2015
Making Google love your website, should never be mutually exclusive to making your audience love it…
3 SMX PARIS 8-‐9 JUNE 2015
1) Who’s your audience? Think about your target audience to bring it all together...
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2) What do they want to see? “The story is everything, it’s our job to tell beDer stories”
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3) What has worked well before? Research and learn from the top content in your sector
#SMX | @kevgibbo
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4) How well are you doing it? Export Google Search Console/Google AnalyRcs data to classify into 3 key groups
1) 1-‐5 PosiZons -‐ top performing terms
2) 6-‐20 PosiZons -‐
top growth opportuniRes
3) 21+ PosiZons -‐
new keyword & content opportuniRes
#SMX | @kevgibbo
7 SMX PARIS 8-‐9 JUNE 2015
5) Where’s the opportunity? Understand WHAT success looks like and WHERE it’s going to come from
(This is an example of our content gap analysis to pinpoint category level SEO opportuni:es)
#SMX | @kevgibbo
8 SMX PARIS 8-‐9 JUNE 2015
6) Where’s your low-‐hanging fruit? Review content you already have and can improve (be prepared to cull some of it too...)
#SMX | @kevgibbo
9 SMX PARIS 8-‐9 JUNE 2015
7) Secure quick wins by producing “be`er” content Pick a target keyword/topic & create the best content you can
Updated 50 city pages to turn into local daRng guides for that specific locaRon – which was much beDer content than previous boilerplate content.
We updated 50 city pages to turn into local daRng guides for each specific locaRon. This was much beDer content than previous boilerplate content and had a quick impact to improving rankings.
#SMX | @kevgibbo
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8) Build into more creaZve & bigger campaigns Turn good content, into great campaigns to earn authority coverage and links, unimaginable from tradiRonal SEO
#SMX | @kevgibbo
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9) Let the small wins build into bigger wins Keep your strategy focused, so that you can see it unfold
154% increase in organic traffic from Feb 2015 to May 2015 for target city level pages:
#SMX | @kevgibbo
10) Rinse & Repeat Once you’ve proven content markeRng works on a small scale, do it again!
SEO Analysis
Content Strategy
Production
Digital PR
Social Promotion
Measurement
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Goal = Google & your audience love your website! Leverage content markeRng to build your brand into an online authority over the short, medium and long-‐term.
● Social media engagement
● SEO (long-tail) ● Authority links ● Digital PR
coverage ● Referring traffic
Shor
t-Ter
m
● Content strategy ● SEO (head /
competitive phrases)
● Page/category level link authority
● Email subscribers ● Social followers
Mid
Ter
m
● Platform ● Branding ● Audience building ● Direct traffic ● Domain authority ● Thought
leadership
Long
Ter
m
#SMX | @kevgibbo
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Kevin Gibbons Managing Director BlueGlass Send me an email if you have any quesZons: [email protected] @kevgibbo
Thank You!
#SMX | @kevgibbo