Dennis Goedegebuure, VP of SEO & Growth at Fanatics Inc., discusses the content brand pyramid at the 2015 SEJ Summit in Dallas, sponsored by Searchmetrics. Summary: Dennis breaks down his own formula, honed from his years at eBay and AirBnB for a "content brand pyramid", which outlines how to create and execute on content campaigns that boost and complement your search optimization goals.

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• 9.5 years at eBay
• 2.5 years at Airbnb

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3TAKEAWAYS
LUMPS for SEO Content-Brand
Pyramid for
Brand-SEO
Paid Media
Amplification for
Ultimate
Results

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6. Links
URL
Meta Tags
Page Content
Sitemaps
Based on what
Google says is
right for your
website
• Make a site with a clear hierarchy and text links.
Every page should be reachable from at least one
static text link.
• Offer a site map to your users with links that point
to the important parts of your site. If the site map
has an extremely large number of links, you may
want to break the site map into multiple pages.
• Keep the links on a given page to a reasonable
number.
• Create a useful, information-rich site, and write
pages that clearly and accurately describe your
content.
• Think about the words users would type to find your
pages, and make sure that your site actually
includes those words within it.
#SEJSummit
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7. Links
URL
Meta Tags
Page Content &
Elements
Sitemaps
Sitespeed
• Internal links
• External Links
• Subdomain vs directory
• Short vs long
• Parameter handling
• Page title
• Meta description
• FB OG tags
• Canonical tag
• Rel-Alt tag
• Content – Brand Pyramid
• HTML sitemap
• XML sitemap
• GZip
• CSS Sprites
• Etc…
Discovery Relevancy Authority
#SEJSummit
#Searchmetrics

8. Links
URL
Meta Tags
Page Content
Sitemaps
Based on what
Google says is
right for your
website
• Make a site with a clear hierarchy and text links.
Every page should be reachable from at least one
static text link.
• Offer a site map to your users with links that point to
the important parts of your site. If the site map has an
extremely large number of links, you may want to
break the site map into multiple pages.
• Keep the links on a given page to a reasonable
number.
• Create a useful, information-rich site, and write
pages that clearly and accurately describe your
content.
• Think about the words users would type to find your
pages, and make sure that your site actually includes
those words within it.
#SEJSummit
#Searchmetrics

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10. Content - Brand Pyramid
Thought
Leadership
Content
Presence Content
Evangelism
Conte
nt
Evangelism
• Community tells the brand story, on- & offline
__________________________
Though Leadership
• Airbnb curated high quality content building
thought leadership and authority
____________________________
Presence
• Creating content to build a presence in the market
• Addressing audience need for information
• Building an audience
• Getting found
• Get traffic
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12. Presence Content
Berlin
City Pages
Evangelism
• Community tells the brand story, on-
& offline
____________________________
Though Leadership
• Airbnb curated high quality content
building thought leadership and
authority
____________________________
Presence
• Creating content to build a presence
in the market
• Addressing audience need for
information
• Building an audience
• Getting found
• Get traffic
Content - Brand Pyramid
#SEJSummit
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13. Berlin City Pages
What it is:
Long form articles on key
landmarks in Berlin, written by
local experts, published on the
Neighborhoods platform
Why it works:
Neighborhood pages rank well,
only for their Neighborhood
name. Adding long form quality
content increases the chance
these pages rank for long tail
of keywords
Why it's magical:
Cross linking articles with
Neighborhood pages & P2’s in
Berlin work well for SEO
#SEJSummit
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14. Thought
Leadership
Content
Presence Content
Berlin Economic
Impact Infographic
Berlin
City Pages
Evangelism
• Community tells the brand story, on- & offline
____________________________
Though Leadership
• Airbnb curated high quality content building
thought leadership and authority
____________________________
Presence
• Creating content to build a presence in the
market
• Addressing audience need for information
• Building an audience
• Getting found
• Get traffic
Content - Brand Pyramid
#SEJSummit
#Searchmetrics

15. Berlin Economic
Impact
Infographic
____________________________
What it is:
Repurpose of existing
economic impact study as
online content
Why it works:
Data inspired story,
displayed in a beautiful long
scroll page attracts links for
SEO purposes
Why it's magical:
This integrated campaign
puts
Airbnb at the heart of a
significant cultural event.
What's the legacy:
Purposeful brand
awareness, site traffic, and
promotion of Neighborhoods
in Berlin.
#SEJSummit
#Searchmetrics

16. Thought
Leadership
Content
Presence Content
Berlin Economic
Impact Infographic
Berlin
City Pages
Evangelism
Conte
nt
Wall & Chain
Evangelism
• Community tells the brand story, on- & offline
____________________________
Thought Leadership
• Airbnb curated high quality content building
thought leadership and authority
____________________________
Presence
• Creating content to build a presence in the
market
• Addressing audience need for information
• Building an audience
• Getting found
• Get traffic
Content - Brand Pyramid
#SEJSummit
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18. Wall & Chain
____________________________
What it is:
Integrated campaign that
celebrates the 25th anniversary
of
the fall of the Berlin Wall.
Why it works:
Truthful moment that happened
within the Airbnb community.
Why it's magical:
This integrated campaign puts
Airbnb at the heart of a
significant cultural event.
What's the legacy:
Purposeful brand awareness,
site traffic, and promotion of
Neighborhoods in Berlin.
#SEJSummit
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19. Core Elements of Wall & Chain Campaign
Wall & Chain
Animation Film
BelongAnywhere.com
Landing Site
Targeted audiences
Online Media
Guest & Hosts
Launch Event
Wall & CHAIN
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21. Objective: Increase awareness for Wall and Chain video and align with relevant
Berlin Wall content on US broadcast and cable networks
US TV ACTIVITY
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22. HuffingtonPost.co.uk
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23. SOCIAL MEDIA CONTENT
AMPLIFICATION
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25. YouTube Facebook BelongAnywhere.c
om
Twitter
5.8M 41.5K 2.5K 300K
WALL & CHAIN RESULTS
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27. "Airbnb was able to turn history into a
heartwarming animated short.”
Time
“What Airbnb Can Teach You
About Content Strategy”
Inc.com
“The Best Brand Ideas of the Week -
Airbnb Reunites Two Long Lost
Friends”
Ad Age
“Airbnb-Boom is good
for your
neighborhood”
Berliner Zeitung
“This story is so special and
the film is so emotional -
we had to show you this
story!”
HypesRus
"Airbnb makes great use of that personal
aspect which really distinguishes
them!”
Reclameblog
"Beyond this beautiful reconciliation story, the site
constitutes a goldmine of information for
travelers who are seeking to (re)discover
Berlin”
Stratégies
"A moving realisation that perfectly contextualises Airbnb's
mission: "belong anywhere". This way of travelling by
being the guests of strangers, breaks the walls between
cultures to make yesterday's enemies the friends of
today.”
La Réclame
“Airbnb Uses True Story to Illustrate the
Power of its Brand”
creativity-online
“Airbnb marks 25th anniversary of the fall
of the Berlin Wall with beautiful short
film.”
creativeboom
“Airbnb launched an innovative content-led
marketing campaign, leveraging Airbnb’s
greatest asset: its community.”
Ads of the World
“Airbnb Breaks Down Walls while Opening
Up Doors.”
Branding Magazine
“Airbnb masterfully tapped into the emotional side of their German
customers and provided them with a relatable, timely and culturally-
significant experience that makes the brand even more relevant.
Brandstories
#SEJSummit
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28. 3.4% 3.2% 3.0%
18.8K 15.6K 14.2K
Germans in Germany Marketeers in EU Mass content consumers
People like competitors People like competitors Non-Germans in Berlin
TopAdsinCTRTopAdsinClicks
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29. •
Source: Google Analytics
Social Shares
____________________________
Facebook
Likes: 11,249 (vs 1,516)
Shares: 921 (vs 496)
Comments: 493 (vs 220)
Twitter
Tweets: 235 (vs 1,043)
LinkedIn
Shares: 675 (vs 992)
Cumulative visits
Berlin vs End of Year
BERLIN ECONOMIC IMPACT
INFOGRAPHIC
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3TAKEAWAYS
LUMPS for SEO Content-Brand
Pyramid for
Brand-SEO
Paid Media
Amplification for
Ultimate
Results

32. #SEJSummit
#Searchmetrics
twitter
linkedin
Google plus

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