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Ecommerce CONTENT MARKETING FOR SEO Ross HUDGENS, Founder, Siege MEDIA @rossHUDGENS http://siegemedia.com презентация
Содержание
- 1. Ecommerce CONTENT MARKETING FOR SEO Ross HUDGENS, Founder, Siege MEDIA @rossHUDGENS http://siegemedia.com
- 2. Get the Deck: bit.ly/ross-mivacon
- 3. About Me
- 4. Content marketing is growing.
- 5. Businesses are publishing more than they ever have.
- 6. Ecommerce investment is only going to increase. http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf
- 7. Unfortunately, creation doesn’t mean success.
- 8. More likely, most of the people ramping up heavily will end up hurting.
- 9. With content development – especially for SEO
- 10. Specific to SEO, the reality is still
- 11. On the other hand, if your ONLY
- 12. STEP 1: CONTENT CREATION.
- 13. The most powerful application of content marketing
- 14. @ROSSHUDGENS Combine content that can drive
- 15. Stand Up Paddle Boarding for REI: 18.8k
- 16. REI Growth From Search: Not bad.
- 17. Do Top-of-the-Funnel KW Research in SEMRush. @ROSSHUDGENS
- 18. Verify Linkability of the Topic Using OSE.
- 19. Insert URL Ranking #1 Into SEMRush to
- 20. Use Skyscraper Technique to improve on the
- 21. Unfortunately, not every industry has a ton
- 22. If you focus on the flywheel, there’s
- 23. Every piece of content you put out should have secondary KPIs besides links. http://thinkgeek.com/blog/
- 24. In ecommerce, the most valuable one for you is almost always email signups. http://thinkgeek.com/blog/
- 25. You should also have easily accessible links to all your social accounts on your blog.
- 26. Other Suggestions:
- 27. (Good) Infographics are
- 28. http://www.siegemedia.com/embed-code-generator By
- 29. http://bit.ly/guide-to-gcs Create
- 30. Combine infographics and
- 31. Curate data from
- 32. Build native images
- 33. Match the S.U.C.C.E.S. Model http://bit.ly/mts-model
- 34. On April 21st Google’s Mobile Update is
- 35. STEP 2: CONTENT PROMOTION.
- 36. @ROSSHUDGENS Hitting publish and sharing on
- 37. @ROSSHUDGENS Every piece of content should
- 38. @ROSSHUDGENS On our blog, we
- 39. What distribution options do you have
- 40. Facebook Dark Posts
- 41. StumbleUpon Ads Low
- 42. Pinterest Promoted Pins
- 43. http://bit.ly/outreach-bp Email Outreach
- 44. StumbleUpon Ads Delicate
- 45. StumbleUpon Ads High
- 46. WARNING: Paid distribution can
- 47. Content Marketing is a Process. @ROSSHUDGENS
- 48. You probably won’t get it right the first time. @ROSSHUDGENS
- 49. But with work, you’ll slowly start getting better. @ROSSHUDGENS
- 50. And when it clicks, amazing growth is possible. @ROSSHUDGENS
- 51. THANK YOU! QUESTIONS? ROSS HUDGENS, FOUNDER, SIEGE MEDIA @ROSSHUDGENS HTTP://SIEGEMEDIA.COM
Get the Deck: bit.ly/ross-mivacon
Слайд 1ECOMMERCE CONTENT MARKETING FOR SEO
ROSS HUDGENS, FOUNDER, SIEGE MEDIA
@ROSSHUDGENS HTTP://SIEGEMEDIA.COM
Слайд 3About Me
Founder, Siege Media.
We are a content marketing agency in San
Diego, CA with a speciality in SEO.
http://siegemedia.com
@rosshudgens
http://siegemedia.com
@rosshudgens
Слайд 6Ecommerce investment is only going to increase.
http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf
Слайд 9With content development – especially for SEO – you can’t hit
publish and expect traffic.
@ROSSHUDGENS
Слайд 10Specific to SEO, the reality is still that content that drives
SEO success needs a tie-in to links.
Backlink correlation at 0.31.
http://searchmetrics.com/wp-content/uploads/seo-ranking-factors-2014.png
Слайд 13The most powerful application of content marketing in Ecommerce is top
of the funnel, search driven content.
http://www.rei.com/learn/expert-advice.html
Слайд 14@ROSSHUDGENS
Combine content that can drive links with top-of-the-funnel search volume
to explosively
grow your business.
grow your business.
Слайд 15Stand Up Paddle Boarding for REI:
18.8k Estimated Searches/Mo to Page
53 Unique
Linking Root Domains
http://bit.ly/rei-paddle
@ROSSHUDGENS
Слайд 18Verify Linkability of the Topic Using OSE.
If 2-3 URLs ranking in
the top 3 have 20+ links, you have a linkable subject.
@ROSSHUDGENS
Слайд 19Insert URL Ranking #1 Into SEMRush to Determine True Search Potential.
23,400
total searches & $28.3k value for a “camping list” topic.
http://bit.ly/rei-camping
Слайд 20Use Skyscraper Technique to improve on the current content ranking #1
for your topic.
http://backlinko.com/skyscraper-technique
Слайд 21Unfortunately, not every industry has a ton of
top-of-the-funnel SEO driven
opportunity.
We can teach them how to personalize products.. so they don’t buy from us. Maybe not the best idea.
@ROSSHUDGENS
Слайд 22If you focus on the flywheel, there’s still lots of SEO
benefit to be had from content marketing.
http://bit.ly/rand-flywheel
Слайд 23Every piece of content you put out should have secondary KPIs
besides links.
http://thinkgeek.com/blog/
Слайд 24In ecommerce, the most valuable one for you is almost always
email signups.
http://thinkgeek.com/blog/
Слайд 26
Other Suggestions:
Include related products in sidebar/below post.
e
Use an email CTA in
the sidebar with a compelling offer/discount code
for signup.
for signup.
Слайд 27
(Good) Infographics are a great way to engage audience/earn links.
e
They do
especially well in ecommerce because tall images perform better on Pinterest.
e
e
Слайд 28http://www.siegemedia.com/embed-code-generator
By using an embed code for infographics, you lower posting
friction.
Слайд 29http://bit.ly/guide-to-gcs
Create marketable surveys using Google. Can cost as little as
$100 to make marketable content.
Слайд 31
Curate data from multiple sources to create a reputable ranking. Reach
out to people who won.
@ROSSHUDGENS
Слайд 34On April 21st Google’s Mobile Update is coming – make your
content mobile-friendly, or lose traffic.
http://bit.ly/april-21
Слайд 36@ROSSHUDGENS
Hitting publish and sharing on ineffective social accounts is not a
distribution strategy.
Слайд 37@ROSSHUDGENS
Every piece of content should have a distribution plan, and defined
success metrics.
Слайд 38@ROSSHUDGENS
On our blog, we define per post success as 100+
Twitter shares, which greatly informs macro goals of more leads, links, and organic traffic.
Слайд 39
What distribution options do you have to get the results you
w
If not existing social profiles, what are your distribution options as an ecommerce company?
@ROSSHUDGENS
Слайд 40
Facebook
Dark Posts
It’s possible to get CPC to .01 if you
connect with a “node” (person connected to many like minded).
http://bit.ly/fb-dark-posts
Слайд 41
StumbleUpon Ads
Low engagement, high pageviews. Best for visual content. CPV can
be .03-.08.
http://bit.ly/su-ads
StumbleUpon Advertising
Слайд 42
Pinterest
Promoted Pins
In early stages, must apply for access. Average CPC
varies between .15-25 in limited sample.
Best for tall images that lead to full post.
Best for tall images that lead to full post.
https://ads.pinterest.com
Слайд 43http://bit.ly/outreach-bp
Email Outreach
To generate high end placements like this, you need
to do (consistent) email outreach for your content.
Слайд 44
StumbleUpon Ads
Delicate platform for distribution, but big potential. Must be 100%
sure you are good fit or risk ban.
http://bit.ly/reddit-su
Reddit Submissions
Слайд 45
StumbleUpon Ads
High CPC ranging from $.25 to $.35, but can generate
a lot of traffic.
http://bit.ly/tab-out
Content Recommendation Services
Слайд 46
WARNING:
Paid distribution can be worth it if you hit multiple
KPIs (signups, follows, etc). If you only have one –links – you’re unlikely to see ROI.
