Huddersfield Business Show - Blog to the top of google september 2018
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How to blog to the top of google using SEO and great content. Content marketing is the heart of this strategy
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Huddersfield Business Show - Blog to the top of google september 2018
- 1. Blogging to the top of Google Jonny Ross @jonnyross @fleek_marketing Sep 2018
- 2. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Introductions Experiences
- 3. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Jonny Ross - Digital Marketing Strategist of an award-winning digital agency Fleek Marketing - Named in Business Insider’s 2016 ‘42 under 42’
- 4. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular • Good PR (Traditional PR…online)
- 5. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 6. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross On Site •Keywords •Content •Technical Aspect •Usability
- 7. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Off site • Relevancy • Links • Reviews • Reputation
- 8. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Domain Authority
- 9. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Thinking keywords
- 10. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 11. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 12. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 13. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 14. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 15. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 16. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross 3. Longer tail keywords • Answer the public • Storybase • Question Samurai • Keyword.io • Buzzsumo Question Analyzer • SEMRush • KWFinder • Quora • Google autocomplete • People also ask box
- 17. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 18. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Offsite SEO / Link building • Directories • Articles • Guest Blogging • Press Releases • Social Bookmarking • Social Sharing • Local Engagement • Suppliers • Video • Blog / Forum commenting • Writing a column • Mention people • Petitions • Link Out • Image creation • Webinars • Interviews • Awards • Ask friends • Create Link bait! • Reviews • Client Testimonials • Broken Link Building • Stalk Competitors for ideas • Offers/coupons/deals • Infographics • Buyers Guides • Calculators • Trade Associations • Local Media • Local Charity • National Charity • Trade Events • Sponsorship opportunities • Quizzes
- 19. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Why should I Blog? Anyone blogging? Do you understand what a blog is?
- 20. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 21. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Because… • Show Personality – increase engagement • To communicate with existing clients • Saves time, I use it as an archive to give the same answer again • SEO • It puts you ahead of your competitors • Thought leadership/ Gains Trust • Ensures you stay up to date • Builds a community • Forces creativity • Adds value to your site • It gives you content for your social media channels • Supplies content for your email campaigns • And more!!
- 22. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 23. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross How to come up with some ideas • Subscribe to competitors • Subscribe to industry related news • Subscribe to professional bodies / services • Create Google alerts on niche topics • Thing about all the products/services you offer • Keep notes of questions clients ask you • What are your passions? • Keep a journal/voice recorder • Guest interviews
- 24. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Types of content• Blogs • Interviews • Case Studies • Reviews • Experiences • Trends (google trends/trendsmap) • Vlogs • Infographics • Lists • Content series • White papers • How to guides • Surveys/ Polls • Podcasts • Top comments • Quizzes • Checklists • History timelines • Industry / events roundups • Competitions • FAQ’s • eBooks • Day in Life • Seasonal Advice
- 25. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 26. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Blog Commercial Case Studies
- 27. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 28. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 29. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 30. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 31. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 32. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 33. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 34. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 35. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 36. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross How to create an Editorial Calendar?
- 37. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Editorial Calendar sounds so complex… • People think it needs to be fancy and detailed • Two advantages; planning and accountability • There are lots of ways to create an editorial calendar, but let’s keep it simple
- 38. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Step 1: Make a list of key dates for the year • Product launches • Events / trade shows • Marketing campaigns • Promotions • Holidays • Sporting events • Key milestones • This date in history • TV Programmes • National Days / Weeks • Charity Campaigns • National Competitions • Themed months? • Patterns ( 4 blogs and 1 case study per month
- 39. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Step 2: Add these to your Roadmap
- 40. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Event Calendar Template https://goo.gl/fbYUx4
- 41. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Step 4: Open a Google Spreadsheet • Sole Trader or maybe 4 staff..? • Use Google so it’s easy to share and update • Everyone with permission can have access • It’s a live spreadsheet
- 42. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Blog Calendar Template https://goo.gl/eV8U0Y
- 43. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Step 5: Measure success refine and keep to dates
- 44. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Writing for your audience
- 45. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Buyer Personas • Fund Manager in the South East • More Details? – Typical age range, Gender, Interests – What media do they read – how big are the companies they work for – number of employees etc – is it all sectors or focused in particular sectors/industries?
- 46. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Persona Exercise • Can we create some persona’s?
- 47. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross What problems do they have? • What are the industry hot debates • What's in the news and in the media that they read most often • What are your FAQs when you engage with clients? • The questions your clients are asking are likely to be the same ones they are also typing into Google
- 48. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Blog Planning
- 49. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Blog Planning • How to plan • Think about Target Audience • Key Messages • Types of content • How and When to share • What to link to (internal and external)
- 50. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Creating Killer Blog Titles Use the following tried and tested formulas • Use a number (7 Secrets to success) • Teach me (How To Do..) • Ask a question (Are you king of twitter?) • Talk to me (use you and your) • Just say no (Don’t buy this) • Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing) • Be controversial • Make an unusual association (How Lemons help your HR)
- 51. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Blog Title Exercise • Pick a buyer persona • Pick a typical problem they might have • Write this as a question (blog title)
- 52. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Blog Content Exercise • What content needs to go into that blog post to answer the question. • It's about – adding value – benefitting customers – giving them a reason to read - be constantly thinking "why would they spend their valuable time reading this?" (as opposed to getting their work done) Has to solve a problem or help them!
- 53. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Writing for purpose
- 54. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross What is the purpose? • Is it to highlight a service? • Is it to gather data? • Is it to establish thought leadership in a particular topic/area? • Is it to add value for clients? • Is it to show personality?
- 55. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Exercise • What do you want the customer to do after they've read the blog post? • Call to actions (CTA’s)
- 56. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 57. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 58. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 59. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 60. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross
- 61. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Distribution
- 62. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Places to share • Google + • Facebook Personal, Business and Group • Twitter Personal and Work • LinkedIn Company page, Personal Profile, Groups • Email Campaigns • YouTube • Share buttons • Guest Blogs • Related Blog/Popular posts • Annual Reports • Mention individuals and brands • Internal comms, staff emails etc • Service/Product pages • Events / Speaking • Paid content distribution (outbrain/onespot) • Nurture relationships with influencers • Email Signatures
- 63. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Have a plan • Who is responsible for sharing? • Do you have a sharing checklist? • What time and what day do you want to share? • Plan, plan and plan!
- 64. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross How we can help • Digital Strategy & Campaigns • Web design • Training & Consultancy • Paid & SEO • Advertising • Social & Email • Content & PR
- 65. @jonnyross @fleek_marketing @Freshstartevent #Huddersfieldbiz2018 in/jonnyross Next Events Leeds Business Week - Voice Search and SEO 11th October 8am-10am
- 66. Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? Find me online @jonnyross @fleek_marketing LinkedIn /in/jonnyross
Notes de l'éditeur
- Super profitable if you know what you’re doing So much data being available
- So for me SEO is common sense its nothing more than Create great content Ensure this content is accessible to search engines. Make pages unique and relevant Make the content popular
- For me there are two distinct sides to SEO, onsite and offsite Onsite being your own website and offsite being everything else online that has something to do with you w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Keywords Content Technical Aspect Usability
- Relevancy Links Reviews Reputation
- Keyword research Alongside your SEO audit, you should also undertake keyword analysis. This looks at the keywords and phrases that people are currently finding your website with (are they the ones you want/expect?), and also the keywords that your competitors are ranking highly on. From this, you can come up with a list of relevant keywords for your website that you would like people to be finding you on. This list of keywords should inform how you write all your website content, from product descriptions to page titles and meta descriptions.
- Login to Google webmaster tools, If you havent already open an account and verifiy your website Once logged in go to Optimization, Content Keywords Here is a list of keywords that your website appears in Google for What I want you to do is download these keywords, put them into an excel sheet and then move onto the next tool!
- So Google anaylitics, if you don’t have this installed, I really suggest you should, its simply a snippet of code your webdeveloper needs to add to your website and it can give you some amazing insights into your website and customers. Once setup and logged in to Google Analytics go to traffic sources, search, organic This is a list of keywords currently driving traffic to your site Again download these, add them to your excel sheet and move on!
- You then need to make a list of alll your products and services, adding to it keywords you would expect to be found for, but aren’t, Or ones you would like to be found for. You can then take some of these keywords and have a play with Google search. This then helps identify more keywords that users search and shows you opportunities that you may not have thought about and considered. Giving you suggestions that could be good for your webstore. Keep adding more words to excel and then go to the next tool semrush
- SemRush.com is a fabulous tool, There is a free and a paid version of the tool This tool allows you to find out what keywords your competitors rank for, it even shows you what keywords your competitors are paying to rank for!! The free version is more than fine as it gives you up to 10 keywords for each competitor, imagine 10 competitors, each with 10 keywords, that 100 straight away! Ok add them to excel! And move on!
- This is a great tool because it gives you an idea how many people are searching this term, and if I take the term retirement gift ideas for women we can see that only 1000 people are searching this term per month, In fact in a lot of examples I show only 10 or 20 searches per month This may make you think what’s the point on working for this keyword, whilst being high for this term may not bring you masses of traffic, however I bet the ROI on this term will be significantly higher than someone searching “gifts” Its really important that we work on long tail keywords, as generally these can give you a significantly better ROI, don’t get me wrong competitve keywords are important, but ultimately if we want to appear top for a competitive keyword we need to appear high for lots of long tail keyword surrounding that keyword.
- So we have talked about onsite, we need to talk offsite! Offsite SEO refers to online activity that is posted somewhere other than your own website. So ultimately the more websites that are relevant and link to you the better Note the word relevant, Google wants to see lots of other web properties linking to you, but is only interested in extremely relevant and non spammy ones! The reason I have chosen a spiders web is because you need to think of it likes this, we need to create lots of different sites linking to use, but also linking to each other and more so lots of different layers of different types of links.
- So a link profile can be built using some of the following There is a list on the screen, but I am just going to highlight some of them. Posting to directories These can be divided into three groups – General, Niche & Local. General would be directories such as White or yellow pages and so on. Niche obviously refers to directories relating specifically to your area of business, and local is anything based in your own area. All three can be useful, and while they may not attract so many visitors as other methods mentioned, they can be very useful in terms of mapping your location and influencing your ranking on Google Maps. Link Directories There are two basic varieties here – General Link Directories, which accept basically anything and everything, and Niche Link Directories, which are industry specific. The former, are really not worth investing time in – the sheer volume of links is immense and consequently the links are not terribly credible and these sited generally have a poor page rank. By all means, submit to one or two each month for the sake of link diversity, but do not consider these sites a priority. Niche directories on the other hand, can be very worthwhile as they specifically target people interested in your field. For example, if you run a Party Goods Website, directories focusing on Event Management, Entertainments and the like, are more likely to be accessed by people that your site will be of use to. The more selective choice of links published also contributes to the directory site having a better page rank, giving your own link more credibility. Guest blogging Many blogs are happy to accept relevant, well written guest posts, and will link back to your site in exchange for quality content. A link to your site on a relevant blog, can attract a huge amount of new traffic and do wonders for your Google rank – especially if the site you’re posting on already has a high rank of its own. Articles & Press releases Submitting an article, or press release to sites such as Article Dashboard or 24-7 Press Release can be a great way to expose your link to a new and wider audience. Don’t allow your standards to slip though – only submit content you would be happy to have on your own site, as it is still a direct representation of you. Also, don’t be tempted to submit the same content to a dozen different sites – it will be noticed, and do your site more harm than good. Keep your content unique and useful and this can be a worthwhile exercise. Social bookmarking Much like Social Networking, Social Bookmarking when it is social bookmarking sites done well, can be a very valuable tool. As with Facebook & Twitter, StumbleUpon & Digg buttons are an almost essential part of any great web design. Again, there are a huge number of platforms to choose from, so do a little research and decide which are a good fit for your project. Social sharing Facebook, Twitter, Pinterest… love them or hate them, social networking is here to stay. In an age of smart phones and a need for constant, current information, any website not giving it’s readers the option to follow them on their favourite network, is taking a big risk. Social Networks allow you to build a community around your brand, encourage users to share your content, and ultimately, widens your potential audience. Initially setting up the pages can be time consuming, but it really is worth it in the long run. If you’re overwhelmed by the variety available, pick perhaps three of the most popular networks and concentrate your efforts on those. Personally, I’d recommend Facebook, Twitter, and Pinterest is a good third as a current rising star of the online world. Local engagement, with local shops and communities If you have a bricks and mortar retail unit, speak to local shops and local communities to see if you can guest blog, link to each other, offer each other resources online. Do something for charity This tends to get the charity or a online article linking to you Suppliers Speak to suppliers and see if they will link to you Blog Commenting A quick search for ‘[your niche] blog’ will return countless results of blogs you can get commenting on, and this can be a great way to build new links. Be selective though – choose blogs that are relevant to your business, and make your comments useful and relevant too – avoid just a ‘great post!’ or ‘I agree!’ – These just look spammy and won’t encourage people to visit your site. forum commenting (babycentre, mothering.com, for baby related products, charity forums for particular audiences.. Maybe animal trust for pet related etc) Create Link Bait Link Bait is any content or feature, within a site, designed to catch people’s attention and interest. A funny photo, a great info graphic, a must have app… Anything that people are drawn to and feel compelled to share with their network. Of course, this list is by no means exhaustive. There are many other ways of successfully building links, but if you’re just starting out, these ideas can help build a solid foundation to build on. Remember too, that linkbuilding is not just about getting your name out there. It’s about networking, building relationships and trust to grow a solid, diverse and ever expanding profile of back links to your site. Use the ideas above and challenge yourself to create ten new backlinks today. Do the same tomorrow, and then again everyday for a week. As your traffic grows, you’ll see for yourself how worthwhile the process is. Good Luck! Trying to utilise all of these different web properties to create a solid spiders web around your site
- So we have seen some examples , but why should you blog? It forces Creativity It builds a community Adds value to your site It gives you content for your Social Media and Email Campaigns Gets you to the top of Google I believe blogs can increase your sales by helping to Overcome barriers to purchase – Online buyers don’t have the opportunity to inspect products before purchase, so the more information you can offer to dispel any concerns or queries they may have, the better. Blogs can be used to explain product features and usage, and to show photos and videos of products from every angle.
- So this is all great but how do we come up with content? We need to feed ourselves Subscribe to competitors Subscribe to industry related news and professional bodies Keep notes of questions customers ask you Create Google alerts on niche topics ( this is a great tool simply Google Google alerts and try it out!) Thing about all the products/services you offer Keep a journal/voice recorder Invite Guest blogs from customers Write about your passions? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Guest blogging is really key to this too, it’s a free and credible way to spread your brand and build links for SEO back to your site It’s a way to meet new audiences Grow your own community Makes you creatuive and improves your writing Helps develop authority These are just some of the sites I guest blog on, all relevant to my industry and all small to medium business focused. SEP is a canadian company!
- For me the Blog is the core of any social media or SEO campaign Blogs provide regular content to share through your other social media sites (which we will cover in detail in webinar 3). The sharable nature of product images is perfect for retail, with sites such as Pinterest seeing huge expansion as consumer demand for visual content has grown rapidly. User-generated content, ‘likes’ and ‘shares’ are now being ranked more highly by search engines, so it pays to invest in social media and blogging. As I said I will cover this far more in webinar 3, but lets just think for a moment, Blogs provide Status updates for Facebook Tweets for Twitter- take a blog with the title “top 5 tips”, well all of a sudden you have created 5 tweets, all with links to the blog, don’t tweet them alll in one go, spread them out over the week/month. Stuck for tweets, go back to blogs from 6 months ago! Updates for Linkedin personal and company profiles Statuss for Google Plus Email campaigns – do you get to start of the month and think, what are we going to put into our email campaing this month? if you have fab blogs, there is your content already written!) They give content for your keywords to be found in Google, search engine optimisatino, you will only be found if you mentino the keyword, and the more times you mentino it the more relevant you are (don’t mention for sake, it must be relevant) A blog should be an integral part of your marketing and comms strategy, but you need to set goals. What are you marketing goals? Need to sell more teenage products, what could we write that would engage with teenagers? Lets give them some information, lets become a resource and during the process, lets build trust with them and let them know what products we have that we could offer them.
- I wanted to share some personal blog experiences with you to help you see how this can fit into your business. One of my marketing goals is to appear high in Google, for this I need to build links with relevant websites, this blog was written on a topical subject about big data, everyone in the digital industry is currently talking about it. I took time to really research what it was all about and throughout the research I formed my opinions from my own experiences and wrote a really informative blog
- Danny Brown lives in Burlington, Ontario. He is a multiple award-winning marketer and blogger – his blog is recognized as the #1 marketing blog in the world by HubSpot and voted one of Canada’s Top 50 Marketing Blogs coming in at the number 3 slot. He has delivered results for some of the biggest organizations in technology, digital and consumer, including BlackBerry, British Telecom, Orange, Microsoft Canada, IBM, Ford Canada, FedEX, Scotiabank, Vodafone, Dell and LG Electronics. He has spoken at numerous business conference and events, and is regularly quoted in publications and news media, including Marketing Magazine, Canadian Marketing Association, Toronto Star, Fast Company and City News Toronto on the topics of influence, social business, data-driven business intelligence and digital marketing. So what happens, he comments on my blog!....... If that wasn’t good enough
- He tweets a link to my blog to 35,000 of his followers…
- It got better…. He wrote another blog the next day and referenced my blog and linked back to it! So not only did my blog get tweeted to 35k people from someone who is extremely influential, I got a well deserved link from a page rank 5, top domain authority blogger!
- You can see the effect the tweet had on my traffic that day, nearly double the average traffic for a week day.
- This one is for another one of my goals this was to open more doors with web design agencies, for me this is a perfect avenue for more work, most say they offer SEO and social media, but most outsource it! I wrote about my frustration with web agencies and whether going for their own content management system is really the best way forward, as too many companies get tied it and find it very difficult to move to a differenct agency at a later date. As you can imagine this turned into a debate, this time on linkedin with lots of designers and developers all having their say, but what happened in the process, I built relationships with them, and am currently working with a couple of them!
- When I set up my business I knew that one of my key services would be to offer paid speaking. Ive understood the power of blogging since 2005 and began bloggin myself in 2007. I knew that blogging was always going to form the core marketing of Jonny Ross Consultancy. It’s a weekly blog on all things digital, all related to my products and services I offer. Its non saley and highly informative, and all blogs are NOT written for SEO, but have SEO in mind. I talked about keywords in the last webinar and the need to work on not just 10 or 20 but hundreds. I have a keyword list of around 1800 keywords. And I always try to see if I can use keywords when I am writing blogs, don’t get me wrong if they don’t feel right in a blog I don’t use them, but if I can I will, ultimately you will only be found for a particular keyword or phrase if its present on your website,. I wrote on online vs offline marketing a couple of years ago, I get a phone call out of the blue, its from a company that will remain namless! But lets just say they are a major player in a particular sector in the UK. I’ve never gone online with this story before, its something we must all remember, the moment you say or write something online it is there forever!! Anyway what they didn’t know is that I hadnbt been paid to speak before and more so I had never spoken on social media publically for more than 5 or 10 minnutes. The call came and it went along the lines of…. Hi, we have just googled online vs offline marketing ( back then I was top for this phrase!!) and you came up top of Google. They then, because I was at the top of Google , made some assumptions….. They said, you have obsiously done a massive amount of reasearch on this topic, I said…. Errr yes pretending I had done more than I ad. You obviously speak at many conferences on this topic…. Errm yes Would you consider speaking at our annual conference in a few months time…. Errm it depends on how much you are willing to pay me!! Anyway 4 months later, I spoke in front of hundreds of delegates and got amazing feedback and have not stopped working with many of the delegates and that particular sector since. I think its quite a succes story and it really simply came from 1 blog post.
- The last story I have was regarding a heated debated on linkedin, the debate was about should you trust the number 1 slot on Google to be the best result and how people cheat Google by buying exact match domains, and multiple domains known as doorway pages. The debate was focussed on SEO companies in Leeds, England where I live, there is a fight for SEO companies to appear top of their home town for some reason and I decided to demonstrate how easy this would be and therefore how meaningless it would be to appear high up for it. Anyway this blog post is one of my most visited blog posts! It probably brings me 25% of my work I took myself from position 84 in Google for SEO leeds to position 3, without doing anything but writing a blog post! It was written over a year and a half ago and still gets comments, the last one being 5 days ago! I firmly believe blogs build relationships, communities, audiences and give you and your brand the opportunity to be one step ahead and reach out to your audience.
- An editorial calendar will help you to plan ahead, link blogs to seasons and events, and ensure you have a good variety of blog topics to appeal to all your customers and showcase your whole product range. If you have more than one blogger, it also helps you to know who is writing what and to plan submission and posting dates. Make the calendar work for you. Yours might include things like: season; theme; products featured; keywords; target reader segment; date etc. I tend to mention these and people think it needs to be fancy and detailed. There are two main advantages, planning and accountability There are loads of ways of creating one, but lets keep it simple!
- Then simply add these to your road map, this is nothing more than an excel sheet with jan – dec along the top and the categories down the side So we can see valentines day in february for exmaple
- So enough about my stories, I just hope they help make some sense of all of this! Blacks solicitors is a lawyers in leeds, they are amazing on social media, tweeting all the time. The have some fabulous blog writers and amazing content, but one of the issues they had was they couldn’t get engagement with the blog. I was very kindly asked to come and do a blogging workshop for some of the senior partners and lawyers and this was one of the slides I used for the workshop. I am no expert in photoshop but for me this slide helps show some key elements that are required in a blog
- Instantly you can see the entire blog feels more inviting. I guess you are drawn to the images and the sharing, but also the sub heading and bullet points, Let me remind you of the last slide -------- As I said this helped me come up with some key elements for them
- How should the blog look? Beauty is everything Ensure you use images to break up your content Use headings and sub headings Use bullet points Look at how newspapers and magazines present content For SEO, a good blog should be: 650-850 words long 1-2% keyword density Video blogs – 2 minutes or using things like Vine just a few seconds A catchy title – I will come on to this! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Use social proof to make sure we think like sheep Using plugins like Digg Digg we can show how many other people have shared and engaged with the content Use call to actions to get us to do something at the end of the blog If you liked this subscribe for more Follow us on Twitter Like us on Facebook Contact us for more information w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Make users feel welcome Facilitate engagement by Asking questions Talk to the reader directly using words like you and yours Encourage comments asking readers to comment below Have an image of your self including your name to allow the user to connect with you personally w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21