Gianluca Fiorelli's presentation about content marketing for Finnish audience in October 2012.

1. Content and SEO
Recipes for an healthy site thanks to backlinks and social
mentions
Gianluca Fiorelli
SEO e Inbound Marketing
www.iloveseo.net/
@gfiorelli1
Associate

2. Is it Content really
the King?

3. The success of sites like
https://www.mint.com/

4. Or this one
http://icanhascheezburger.com

5. Or this
http://www.oyster.com/

6. Seem confirming it:
Content is King

7. So, why do exist
sites like this one?

8. Advice: in order to not damage you eyes, I prefer to not present the link to this site.

10. Sites like that lead to this:
Article Marketing: Mostly A Scam – SEOmoz: http://itseo.org/oyPJaK

11. (maybe done with a tool like this…)

12. Leading to
this kind of
SERPs
Google Search: http://itseo.org/zKm9BT

13. Or this

14. Why do we want to be like
Sysifus?
Google Algorithm Changes History: http://www.seomoz.org/google-algorithm-change

15. (I imagine what some of you is thinking)

17. UGC
719 links
from 44
root
domains
Pictured: A World at 7 Billion (NYTimes): http://itseo.org/wLWt7a

18. UGC
6.027 links
from 372
domains
Bedjumping 101 with our very own Michael Moski: http://itseo.org/wzkd0j

19. “Code” (Code is Content – Dhamesh Shah, Hubspot)
4.217 links
from 728
domains
Bedjumping 101 with our very own Michael Moski: http://itseo.org/wzkd0j

20. Infographics
Links from 72
domains
498 Likes
184 Tweets
141 reactions in
Tumblr
Seen +52.511
times in
Visual.ly
The Future According to Films: http://itseo.org/zgNcLq
Avoid Ordinary Infographics with These 7 Steps (Blueglass): http://itseo.org/wQfEat

21. Interactive infographics
1.160 Links from
316 domains
25.000+
Likes
7.105 Tweets
Interactive Music Map (Blog di Thomson.co.uk): http://itseo.org/zv1m03

22. Interactive infographics
3.502 Links from
951 domains
218K
Likes
19K Tweets
2010 Football World Cup by Marca: http://itseo.org/ySmGjs

23. Interactive infographics
1.184 Links from
292 domains
1K Likes
697 Tweets
You vs. John Paulson (Forex): http://itseo.org/zLKiVa
More information in this post: http://itseo.org/nNKEVy

24. Data visualization
2.527 Links from
352 domains
2864 Likes
298 Shares
Visualizing Friendships (Facebook): http://itseo.org/xUZCvh

25. Data visualization
435 Links from
124 domains
94K+ views in
Flickr
See something or say something: http://itseo.org/wAizFj

26. Data visualization
3694 Links from
750 domains
5Mio+ views
and 16K+ likes
in YouTube
Hans Rosling's 200 Countries, 200 Years, 4 Minutes (YouTube – BBC): http://itseo.org/xeFfBn

27. Video
231 Links from 97 domains
2Mio views and 40K+ likes
4K+ comments & 20K+ comments
in YouTube
Games of Throne Violin Cover (YouTube): http://itseo.org/r0e8Ph

28. Tools (and if they are free better)

29. Many Eyes
Many Eyes: http://itseo.org/yR3Gg1

30. Wordle – Tagxedo - Tagul
http://www.wordle.net/ - http://www.tagxedo.com/ - http://tagul.com/

31. The Opte Project
The Opte Project: http://itseo.org/xhrwed

32. Map Connection with Great Circles
How to map connections with great circles: http://itseo.org/yJJQGU

33. Infogr.am
http://infogr.am

34. Dipity Timelines (freemium)
http://www.dipity.com/

35. Quipoll
http://quipol.com/

36. Storybird
http://storybird.com/

37. Storify
http://storify.com/

38. Best Free Tool

40. Open Data
Open Data it’s a philosophy and a practice, which purpose is
that certain data can be available to be consulted and used by
everyone, without copyright or patents’ restrictions or any
other impediment.
Google Public Data: http://itseo.org/xjjX7F - World Goverment Data: http://itseo.org/ySjfmz - Many
Eyes: http://itseo.org/wCv2fn - Open Knowledge Foundation: http://okfn.org/ - The Finnish Institute in
London: http://www.finnish-institute.org.uk/ - Ok Festival: http://okfestival.org/

41. Other data sources ($$$)
Factual: http://www.factual.com/
Factual > Topics: http://itseo.org/zrw1oW

42. Other data sources ($$$)
Examples of Apps created
with SimpleGeo (now Urban
Airship
Project Noah
localmind
posterous
Hipmunk
Urban Airship: http://urbanairship.com/

43. Other sources of data ($$$)
http://polymaps.org/

44. Linked Data
Linked Data is a web of objects not of documents
With Linked Data we can combine and query different
kind of data.
To know better what Linked Data are and what are the technologies at their base: http://itseo.org/Agwj2q
and http://itseo.org/wuTsm2

45. Linked Data –Ad.ly
Suggested post: http://itseo.org/AccmSS

46. Suggested post: http://itseo.org/AccmSS

47. Suggested post: http://itseo.org/AccmSS

48. Linked Data Sources
Linking Open Data Cloud: http://itseo.org/xdI7GC
Other Hub of Sources > Kasabi: http://kasabi.com/ (freemium)

49. Still nothing?

50. The magic world of APIs
http://www.programmableweb.com
API Directory: http://itseo.org/A14pHF

51. Scraper is not just for Black Hat SEO
OutWit Hub (Firefox addon)
Scraper (Chrome extension)
Using ImportXML
Scraper Open Source and Crowdsourced
OutWit: http://itseo.org/vxqMqx - Scraper for Chrome: http://itseo.org/wi9krr - ImportXML Guide di
Distilled: http://itseo.org/je868U - ScraperWiki: https://scraperwiki.com/

52. The issue with the sources

53. Experts are a tweet away from you
http://www.followerwonk.com/

54. Content Curation
Content Curation Guide for SEOs: http://www.seomoz.org/blog/content-curation-guide-for-seo

55. What if Twitter is not worth?

56. Google
https://www.google.com/?tbm=pts - http://scholar.google.com/ - http://www.google.com/blogsearch

57. Offline > Online
Omnipage Professional: http://itseo.org/x7S2V8

58. Offline > Online
I explained this idea in this video for Distilled: http://itseo.org/zJUMhs

59. We have no excuses anymore

60. Remember this question?
Really is Content
the King?

61. My answer
Not Really
The User is the
King

62. WHY someone (WHO) is searching
The magic is here
But business get
fixated with this
To know more about the concept of Golden Circle: http://itseo.org/n0NBrk

63. The secret key is in the conversations
Introducing the Conversation Prism (Brian Solis): http://itseo.org/tMCrpv

64. How to listen the conversations
Social Media Monitoring Tools
Quantitative Analysis Tools
www.socialmention.com – www.topsy.com – www.trackur.com – www.comscore.com –
www.quantcast.com – www.compete.com . Bonus: Quantquast Quantifier Wordpress Plugin:
http://itseo.org/vTC4No

65. Create Personas
Personas are not real… They are
archetypes of real users…
defined with great precision and
attention.
Alan Cooper – The Inmates Are
Running the Asylum
To create Personas is not an exact
science, but the result of data
extrapolation, which we have gathered
listening the conversations. We must test
them and see them confirmed with
Analytic.
For more information see this preso by Vanessa Fox: http://itseo.org/tahTbi or this
post: http://itseo.org/tKkR8O

66. We must learn how our Personas talk

67. Then we classify the keywords
And start creating content based over this knowledge we
have of our targeted Personas.

68. Actually exists a method for
knowing exactly who is
visiting us and what words
he used.

70. Would not be bad to
know this data
NOTE: for privacy issue we
must mask sensitive data, like
name and surname, but we
still can pick generic
information
Keyword demographics script: http://ipullrank.com/code/keyword-demographics/ - Detailed
info about keyword demographics: http://www.seomoz.org/blog/keyword-level-demographics

71. Not bad, isn’t it?

72. Give yourself a favor:
Rediscover the Why of your
business and create your
marketing strategy over it

73. Be transparent, because
transparency is the new gold
in web marketing

74. Do not limit your budget and
efforts in creating ordinary
content. It is not worth the
bucks

75. Be bold
Be brave
And people will love you
Talk about you
(and link to you)

76. Thank you