Big events and seasonal surges provide sea changes in traffic levels for those ahead of the curve. What if you could win big with your team plus a little preparatory analysis? Learn to ride the wave of popularity and wrangle big events to harvest SEO and traffic like big brand media does, again and again. Peek at the processes and pointers to learn: How does research prepare you to ride the trend What paid, earned and owned resources must be set up How to recruit internal stakeholders vital to success Who do you empower during the event - social, influencers, media How to extend the win with after-effects, not after-thoughts

1. August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Leveraging Events for
Triple Digit SEO Gains
David McClellan
CBS Interactive
Sr. SEO Analyst
@hesdave

2. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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3. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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tl;dr: Good Planning
is Everything

4. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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5. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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» Editorial
» Products
» Partners
You should be integrated within everything going on
» PR
» Social

6. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Website Pages (products)
» Fully Optimized and Offer Unique Value
» Internal Linking

7. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Examples of Unique Value:
» Unique Content
» Additional Videos or Pictures
» Stats and/or data
» Different Spin on Content/UX

8. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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» Promotion
» Syndications
Partners
» Link building
» Trade Data

9. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Social
» Gives passive link building through viral content
» Reddit (IAMA),
» Pinterest, Facebook Twitter (Q&A, Images, Unique Content)

10. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
» Make News Using Press
Releases and real news
» Use Outreach/lists
Don’ts:
» Go after Press Release
submission links only
Do’s:

11. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
» Links
» Brand Recognition
DONE RIGHT =

12. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
» Internal Linking
Editorial
» Types of content that will resonate
» Titles/descriptions

13. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
– Should include stakeholders
– Discuss all strategies from each BU

14. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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– Should include stakeholders
– Discuss all strategies from each BU
OFTEN STARTS WITH SMALL WINS FIRST

15. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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Know When to Outsource in
Preparation

16. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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What Your Strategy
Should Include

17. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies

18. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
•Partner Data
•Postmortems
•Analytics
•Competitive Analysis
•Rank Tracking and KW
Research
•Knowledge Graph Trends
•Current Events and Google
•Trends

19. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
•Plans for next year
•What you did right?
•Honesty
•Rankings (before and after)
•What you did wrong?

20. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
•Webmaster Tools
•SEMRush
•Analytics
•Google.com/Trends
•Rank Tracking and KW
Research
•LRT
•Site Search (on-site)
•Backlinks (ahrefs)

21. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
2
•Coordination with PR & Social
Targeted Pages Built and Optimized
•Internal Linking
•Scalable Link Building
•Outreach

22. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
•Coordination with PR & Social
•Targeted Pages Built and
Optimized
•Internal Linking
•Scalable Link Building/Outreac
Links
PR
Social
Brand Mentions
Syndications
Partnerships
Awards/Ego Bait
Reviews
Breaking News

23. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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24. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive

25. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive

26. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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27. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
2

29. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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30. @hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
• David McClellan
• Sr. SEO Analyst
• CBS Interactive
• david.mcclellan.sd@gmail.com