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					       Content
 That Drives Results

Matt Tuens :: AcuVox, Inc.



                      matt@acuvox.com
                                      Content that Drives Results

  A little background….



• Focused on content side of online since 1997

• Plan & implement full content solutions of all sizes

• Develop entire information portals and content sites

                          --- from the ground up.




                                                    matt@acuvox.com
                               Content that Drives Results



Today….
•   Changing Perspective
•   Building a helpful site that creates traffic
•   Development in a ideal situation
•   Development on a budget
•   Measuring ROI



                                             matt@acuvox.com
              Content that Drives Results




Tweak Your Perspective




                            matt@acuvox.com
                                 Content that Drives Results




Wrong Perspective #1

  •   Most people limit their thinking
  •   Think in terms of minimums
  •   Doing the least possible




                                               matt@acuvox.com
                                 Content that Drives Results




Wrong Perspective

  •   Most people limit their thinking
  •   Think in terms of minimums
  •   Doing the least possible




                                               matt@acuvox.com
                              Content that Drives Results



Right Perspective

  • Answer every question and need
  • Become the ultimate resource




                                            matt@acuvox.com
                                 Content that Drives Results




Wrong Perspective #2

  •   Make it all about you
  •   Only give info you want to give




                                               matt@acuvox.com
                              Content that Drives Results



Right Perspective

  Give your demographic what THEY want to know,
         not what you want them to know.




                                            matt@acuvox.com
         Content that Drives Results




Think.



                       matt@acuvox.com
               Content that Drives Results




Think. Like.



                             matt@acuvox.com
            Content that Drives Results




Think. Like. That.



                          matt@acuvox.com
                               Content that Drives Results


Building a Useful Site that Gets Traffic

  – Identify the segments in your demographic
     •   Single?
     •   Married?
     •   Young?
     •   Old?
     •   Working?
     •   Retired?
     •   Etc.




                                             matt@acuvox.com
                                Content that Drives Results


Building a Useful Site that Gets Traffic

  – Identify what the segments are looking for
      • Why do people buy what you sell
      • What need are you filling
      • What are the main decision points
      • What will help inform them
      • What information will help them check off the
        points in their decision making process
      • What will help move them to action


                                              matt@acuvox.com
                                         Content that Drives Results


Building a Useful Site that Gets Traffic

• Keyword Research
  • No longer just terms and search quantities
     o Different aspects, different demographics
     o Not term, but meaning
     o Especially important for content




                                                       matt@acuvox.com
                                   Content that Drives Results


Building a Useful Site that Gets Traffic

• Keyword Research
  •   Primary
  •   Secondary
  •   Tertiary
  •   Long Tail

  • Content topics at each level




                                                 matt@acuvox.com
                                                                    Content that Drives Results


Building a Useful Site that Gets Traffic

• Keyword Research

   Level                       Term                                             Topic

Primary     refinance                            Refinance

Secondary   mortgage refinance                   Mortgage Refinance

                                                 How to Get a Mortgage Refinance Loan

Tertiary    bad credit refinance                 Getting Mortgage Refinancing with Bad Credit in a Down Market

Long tail   bad credit refinancing Los Angeles   Tips for Finding the Best Bad Credit Refinancing Rates in Los Angeles




                                                                                                 matt@acuvox.com
                          Content that Drives Results


Building a Useful Site that Gets Traffic

• Content Types
  • Articles?
  •   Blog posts?
  •   News?
  •   Forums?
  •   Video?




                                        matt@acuvox.com
                                 Content that Drives Results


Building a Useful Site that Gets Traffic

• Structure
   • Like pages together
   • Structural categorization
   • Virtual categorization




                                               matt@acuvox.com
                                         Content that Drives Results


Building a Useful Site that Gets Traffic

• Structure
   • Articles covering multiple topics
      • Directory referenced most
      • Separate all-encompassing category




                                                       matt@acuvox.com
                                  Content that Drives Results


     Building a Useful Site that Gets Traffic

     • Structure        Primary




           Secodary


Tertiary


Long Tail




                                                matt@acuvox.com
                            Content that Drives Results


Building a Useful Site that Gets Traffic

• Intelligent Structure
   •   General theming
   •   Theme sculpting
   •   Internal linking
   •   PageRank sculpting




                                          matt@acuvox.com
                                           Content that Drives Results


Building in an Ideal Situation

• Types of Content
   • Articles, blogs, news, video, UCG, forums, images, etc.
   • What fits your situation




                                                           matt@acuvox.com
                           Content that Drives Results


Building in an Ideal Situation

• Allocating Content
   •   Major Keyword
   •   Secondary Keyword
   •   Tertiary Keyword
   •   Long Tail
   •   Topic based




                                         matt@acuvox.com
                                         Content that Drives Results


Building on a Budget

  • Better budget – Close to Ideal as Possible
  • Mid budget – Try to follow Brett’s Rules
     • 100 articles before launch, then one a day
  • Less budget – At very least write one a day




                                                       matt@acuvox.com
                                          Content that Drives Results


Building on a Budget

  • Better budget - Close to Ideal
      • Outsource – few companies set up internally
  • Mid budget – Brett’s Rules
     • 100 Initial articles
     • 350 to 500 articles in first year – pretty healthy site




                                                        matt@acuvox.com
                                   Content that Drives Results


Building on a Budget


  • Write one article per day
     • Pro – easy to manage
     • Con – harder than appears




                                                 matt@acuvox.com
                                     Content that Drives Results



Building on a Budget
 • Inhouse Option?
     • Pro - Cheap, control
     • Con –
         • Resources allocated elsewhere
         • Much more time and cost consuming
 • Outsourcing
     • Conservative outsourcing more cost effective




                                                      matt@acuvox.com
                                       Content that Drives Results


Measuring ROI
    •   Set your goals
        – Direct Goals
            »   Sales, downloads, page views, etc. – totally depend
                on your business model
    •   Set or Note Indirect Metrics
        –   Pages viewed
        –   Time on site
        –   Time per page
        –   Repeat visits (!)




                                                        matt@acuvox.com
                                                   Content that Drives Results


Measuring ROI
•       Points to watch for
    –      Increased numbers in your direct goals, of course
    –      Increased numbers in indirect goals
    –      Entry pages
    –      Path
    –      What type of pages are they looking at? (Content, product, ?)
    –      What is their exit page
    –      Analyze Direct Goal Actions
    –      Analyze visitors




                                                                     matt@acuvox.com
                 Content that Drives Results




1. Perspective
2. Planning
3. Execution




                               matt@acuvox.com
     Thank You!
    Matt@AcuVox.com
Matt Tuens :: AcuVox, Inc.



                      matt@acuvox.com

				
DOCUMENT INFO
Zach Browne Zach Browne Owner
About I'm a Interactive Marketing Consultant, Social Networker, & Affiliate Marketer with over a decade of experience. I generate leads & increase conversions for small businesses by keeping their websites on top of Google's search results. I've worked with a variety of industries including but not limited to; financial, manufacturing, technology, medical, legal, and construction. I've successfully promoted an extensive array of products, services and messages to strategically targeted markets.