The key to ranking, traffic and leads

@crestodina

Andy Crestodina
Strategic Director | @crestodina
The Key to Ranking, Traffic and Leads
How to Use Social Media and
Collaborative Content To Drive ROI
#ContentROI

@crestodina

Amazing
Contributor
Weak
Contributor
Perceived Content Performance

@crestodina

source: Moz, BuzzSumo

@crestodina

Most content gets
no links and few shares
source: Moz, BuzzSumo

...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.

...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
strong opinions
original research

@crestodina

4,066 websites link to CMI’s research

@crestodina

Three ways to produce research
1.  Observation: Pick a data set. Gather data.

@crestodina

1.  Observa*on: Pick a data set. Gather data.

2.  Aggrega*on: Combine data from exisAng sources

@crestodina

1.  Observa*on: Pick a data set. Gather data.

2.  Aggrega*on: Combine data from exisAng sources

3.  Survey: Mass outreach and analysis

@crestodina

The typical blog post takes 2.5 hours to write
source: 2015 Blogger Survey, Orbit Media

@crestodina

Sneak preview of the new research!

@crestodina

“What do people in our industry
often say but rarely support?”

@crestodina

Find the missing stat

@crestodina

Don’t take shortcuts;
they take too long.
Sonia Simone
CCO, Copyblogger Media

@crestodina

The Power of Strong Opinion

@crestodina

The power of strong opinion

@crestodina

What do you believe that most people
would disagree with?

@crestodina

What do you believe will happen in the future
that most people think is unlikely?

@crestodina

What questions are people in your industry
afraid to answer?

@crestodina

Focus on power topics
1.  Do original research
Publish a staAsAc that no one else has published

2.  Take a stand
Publish your strongest opinions

@crestodina

There are two kinds of people on the internet
Creators
Contributors
and “lurkers”

@crestodina

Who makes content?
•  Journalists
•  Authors
•  Podcasters
•  Academic Researchers
•  Event Producers
•  Bloggers and Blog Editors

@crestodina

Your blog is your best networking tool

@crestodina

3 Ways to Collaborate
1.  Ask for a contributor quote
2.  Include them in an expert
roundup
3.  Deep dive interview
source: Online Networking Guide, Orbit Media

@crestodina

An ally in creation is an ally in promotion

@crestodina

Start a mastermind group
1.  Monthly one-hour call, Skype or Hangout
2.  Bring a guest each month
3.  Miss it twice and you’re kicked out!

@crestodina

Content marketing mastermind agenda
1.  What are you doing that we can promote?

@crestodina

2.  What are you wriAng that we can collaborate on?

@crestodina

3.  What are you doing to be more producAve?

@crestodina

3.  What are you doing to be more producAve?
4.  Do I know anyone that you want to meet?

@crestodina

You get what you give.

@crestodina

It’s called ego bait

@crestodina

Share and
mention

@crestodina

How many people are waiting
for your article to go live?
Make sure it’s not zero.

@crestodina

Content should be
designed to attract visitors

@crestodina

Optimized for search...

@crestodina

Optimized for social...

@crestodina

Collaborate with others
1.  AcAvely network with content creators

2.  Include them in your content

@crestodina

If you’re not making friends,
you’re doing it wrong

@crestodina

Understand authority and competition
1.  Know your Domain Authority

2.  Target phrases only if your authority is in the
same range as the other high ranking pages

@crestodina

Indicate the relevance
1.  <*tle>
Use the phrase once in the Atle tag

2.  <h1>
Use the phrase once in the header

3.  Body text
Use the phrase 2-4 Ames for each 500 words

@crestodina

We’ve been working on an intelligent model... that understands
real-world entities and their relationships to one another:
things, not strings.
Amit Singhal
Google

@crestodina

Target the topic,
not just the keyphrase.

@crestodina

Semantically linked to “footer design”
website copyright
copyright text
website footer examples
header and footer
website footer deﬁniAon
at the boom of the page
designing a website footer
fat footer
guidelines
standards
best pracAces
usability
content
ideas
inspiraAon
links SEO
sitemap
social media
navigaAon
purpose of
responsive
template

@crestodina

The Results?
Let’s take a look...

@crestodina

Rankings climb for “website footer design”

@crestodina

And finally, the traffic

@crestodina

What did the Keyword Planner say?

@crestodina

...and the links

@crestodina

Adapt to semantic search
1.  Find the words and phrases that are semanAcally
connected to your target phrase

2.  Use those phrases within your content

@crestodina

Make the best page on the internet for your topic.

@crestodina

Be the best answer.
Lee Odden
CEO, TopRank Marketing

@crestodina

Types of online searches
Informational
Transactional
Navigational
source: “Determining the informaAonal, navigaAonal and transacAonal intent of Web queries” Bernard Jansen, et al

@crestodina

Types of online searches
?
$
brand
source: “Determining the informaAonal, navigaAonal and transacAonal intent of Web queries” Bernard Jansen, et al

Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.

@crestodina

Your website is the mousetrap.
Your content is the cheese.
Barry Feldman
Feldman Creative

@crestodina

They ask. You answer.
Marcus Sheridan
The Sales Lion

@crestodina

Answer top questions
20x longer
+30% conversion rate

@crestodina

A great sales page
emulates a sales conversation.

@crestodina

Optimize for the conversions
1.  Answer top quesAons.

2.  Support every markeAng claim with evidence.

@crestodina

Let’s review.

@crestodina

Create high quality, original content...

@crestodina

in collaboration with relevant influencers...

@crestodina

that organically attracts enough links and authority...

@crestodina

hat our search optimized product and service pages...

@crestodina

rank for the transactional phrases...

@crestodina

attracting targeted visitors...

@crestodina

to our informative, trustworthy websites...

@crestodina

so we get new leads everyday.

@crestodina

Create high-quality original content in collaboration with
relevant influencers that organically attracts enough links
and authority that our search optimized product and
service pages rank for the transactional phrases attracting
targeted visitors to our informative, trustworthy websites so
we get new leads everyday.

@crestodina

Leads ...everyday!

@crestodina

Relationships
Topics
Authority
Rank
Traffic
Leads
Relevance
Conversion

@crestodina

Research
Outreach
Social Media
Writing
Analytics
CRO
Sales
SEO

@crestodina

Research
Outreach
SEO
Analytics
Sales
Social Media
Writing
CRO

@crestodina

Creative
Friendly
Creative
Analytical
Friendly
Analytical
Friendly
Creative

@crestodina

Great marketers are
creative, analytical and friendly.

@crestodina

Andy Crestodina
Strategic Director | @crestodina
THANK YOU!

The key to ranking, traffic and leads

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to The key to ranking, traffic and leads

Similar to The key to ranking, traffic and leads (20)

More from Scoop.it

More from Scoop.it (18)

Recently uploaded

Recently uploaded (20)

The key to ranking, traffic and leads