UtahDMC Presents: SEO: Outreach & Semantic Topic Modeling April 17, 2019
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At this event, we had the pleasure of having two fantastic presenters. Elli Bishop, Director of Earned Media at Clearlink and her presentation Outreach from scratch: how to hire the right people to earn the coverage you need. Bill Slawski, Director of SEO Research ay Go Fish Digital and his presentation Anchor Text, Phrase-Based Indexing and Semantic Topic Modeling
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UtahDMC Presents: SEO: Outreach & Semantic Topic Modeling April 17, 2019
- 2. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
- 3. DARIN BERNTSONAKA “DOC” PRESIDENT OF THE BOARD UTAH DIGITAL MARKETING COLLECTIVE #UTAHDMC
- 5. TONIGHTS AGENDA ▸ Announcements ▸ Elli Bishop ▸ Bill Slawski ▸ Q&A w/ Both Presenters ▸ Giveaway #UTAHDMC
- 6. ✓ FIRST EVENT? ✓ RETURN ATTENDEE? ✓ UTAH DMC MEMBER? ROLL CALL #UTAHDMC
- 7. WELCOME TO YOU ALL! #UTAHDMC
- 8. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
- 9. #UTAHDMC
- 10. #UTAHDMC
- 15. #UTAHDMC more to come Stay tuned!
- 16. #UTAHDMC a message from Marcus Sheridan
- 17. #UTAHDMC
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- 22. #UTAHDMC GET YOUR TICKETS TODAY! UTAHDMC.ORG
- 23. MUST BE CHECKED IN AND PRESENT TO WIN GIVING AWAY AT THE END OF THE EVENING 2 FREE TICKETS #UTAHDMC
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- 26. BENEFITS MEMBERSHIP HAS MANY ARE YOU A MEMBER OF #UTAHDMC
- 27. ANNUAL & CONFERENCE SPONSORSHIP OPPORTUNITIES QUESTIONS? See David Malmborg malmborg@utahdmc.org utahdmc.org/sponsor-info #UTAHDMC
- 28. #UTAHDMC @alisagammon Purple has been nominated for a Webby Award and needs your help! Purple is sitting in third place. Voting closes Thursday, vote now: http://bit.ly/purplewebby
- 29. ENJOY FREE WIFI TONIGHT #UTAHDMC THANK YOU NETWORK: CLUB50 PASSWORD: FOLLOW INSTRUCTIONS
- 30. UTAH DMC JOB BOARD WELCOME AJ WILCOX #UTAHDMC
- 31. PENNA POWERS, SLC Senior Digital Media Buyer ‣ Manage paid social, paid search, video, and display ‣ 3+ yrs of digital media planning ‣ Medical, dental, life, 401k w/match, profit sharing, etc ‣ https://pennapowers.com/senior-digital-media-buyer/ #UTAHDMC
- 32. BIG LEAP, LEHI Director of Creative Services ‣ Lead and manage team of creative services professionals ‣ 2+ years experience in agency or other fast-paced setting ‣ Tons of benefits ‣ https://bigleap.bamboohr.com/jobs/view.php?id=28 #UTAHDMC
- 33. PURPLE, ALPINE ‣ Lead the organic marketing division of the acquisition team ‣ 3+ yrs content marketing management experience ‣ Free mattress, 401k w/match, medical insurance, dental, vision, life, etc ‣ http://tinyurl.com/purplejob #UTAHDMC Content Marketing Manager
- 34. HELIX EDUCATION, SLC ‣ Execute and plan paid search campaigns for higher ed clients ‣ 2-4 yrs experience + Bachelors degree ‣ https://bit.ly/2JaDaSC #UTAHDMC Senior Paid Search Specialist
- 35. BAMBOOHR, LINDON ‣ Manage paid search and paid social channels for BambooHR ‣ 2+ yrs paid search and social ‣ We pay you to go on vacation, health insurance, medical, dental, video, 401k w/match, etc ‣ https://company.bamboohr.com/jobs/view.php?id=835 #UTAHDMC Paid Search/Paid Social Specialist
- 36. EXTRA SPACE STORAGE, SLC ‣ Analyze website structure, optimize for SEO ‣ 3-5+ yrs experience + Bachelor's degree ‣ Medical insurance, dental, 401k w/match, on-site fitness center, free drinks, etc. ‣ https://careers.extraspace.com/technical-seo-specialist/job/ 10784392 #UTAHDMC Technical SEO Specialist
- 37. VITALSMARTS, PROVO ‣ Strategy and execution of marketing automation ‣ 3-5yrs exp in B2B demand gen + Bachelor's degree ‣ Award-winning training products for 300 of the Fortune 500 ‣ https://careers.twentyeighty.com/job/TWENUS988/Marketing- Automation-Lead #UTAHDMC Marketing Automation Lead
- 38. UTAHDMC.ORG/JOB-BOARD PUT YOUR JOB IN FRONT OF OUR AUDIENCE! ‣ EMAILED TO 4500+ CONTACT DATABASE ‣ SHARED ON TWITTER, FACEBOOK AND SLACK ‣ ANNOUNCED AT MONTHLY EVENT QUESTIONS? EMAIL AJ@UTAHDMC.ORG #UTAHDMC
- 40. ELLI BISHOP OUTREACH FROM SCRATCH: HOW TO HIRE THE RIGHT PEOPLE TO EARN THE COVERAGE YOU NEED DIRECTOR OF EARNED MEDIA CLEARLINK SALT LAKE CITY, UT TONIGHTS 1ST PRESENTER: #UTAHDMC
- 41. Outreach from Scratch How to Hire the Right People to Earn the Coverage You Need @elbell09 #outreachfromscratch #UtahDMC
- 42. Elli Bishop Director of Earned Media, Clearlink elli.bishop@clearlink.com slides: Slideshare @elbell09 #outreachfromscratch #UtahDMC
- 54. #brightonseo @elbell09 #brightonseo @elbell09 Outreach is better, more measurable PR. @elbell09 #outreachfromscratch #UtahDMC
- 57. #brightonseo @elbell09 #brightonseo @elbell09 8 actual links | Maybe 50 pageviews
- 59. #brightonseo @elbell09 #brightonseo @elbell09 560 links | 812K pageviews | 170 TV spots | 21K applications
- 67. #brightonseo @elbell09 #brightonseo @elbell09 Outreach is so much more than link building. @elbell09 #outreachfromscratch #UtahDMC
- 68. #brightonseo @elbell09 #brightonseo @elbell09 it is your brand’s digital footprint It is your brand’s digital footprint. @elbell09 #outreachfromscratch #UtahDMC
- 71. 31 ● Recruiting + Hiring ● Measuring ● Training ● Managing AGENDA
- 72. 32 Recruiting + Hiring Who am I looking for? What am I looking for? How do I find them?
- 77. #brightonseo @elbell09 #brightonseo @elbell09 Hire green employees with certain traits.
- 78. #brightonseo @elbell09 #brightonseo @elbell09The Perfect OutreacherResilient Top-notch research skills Organized Optimistic Self-starter Time-management skills Hustler Persuasive writer Competitive Natural problem-solver Team player Relationship-building skills Mastery of the English language Innovative Interest in marketing Persistent Passionately curious Hard-working Ambitious Creative problem-solver Overachiever Adaptive in communication Well-spoken Empathetic Tenacious Proactive Flexible Analytical Independent Inquisitive Passionately curious Direct
- 79. #brightonseo @elbell09 #brightonseo @elbell09Non-Negotiable Traits Resilient Confident Persistent Competitive Persuasive writer Top-notch researcher Creative problem-solver Strong relationship-builder
- 82. #brightonseo @elbell09 #brightonseo @elbell09 Editor Reporter/Journalist Freelance Writer Product Sales Rep Marketing Copywriter News Producer Head of News Assignment Desk PR Specialist*
- 83. #brightonseo @elbell09 #brightonseo @elbell09 Editor Reporter/Journalist Freelance Writer Product Sales Rep Marketing Copywriter News Producer Head of News Assignment Desk PR Specialist* SEO
- 84. #brightonseo @elbell09 #brightonseo @elbell09 Editor Reporter/Journalist Freelance Writer Product Sales Rep Marketing Copywriter News Producer Head of News Assignment Desk PR Specialist* SEO
- 87. #brightonseo @elbell09 #brightonseo @elbell09 When applying, email me@clearlink.com with your resume and the reason why we should hire you in the body of the email.
- 88. #brightonseo @elbell09 #brightonseo @elbell09 When applying, email me@clearlink.com with your resume and the reason why we should hire you in the body of the email. The subject line MUST contain the word velociraptor.
- 89. #brightonseo @elbell09 #brightonseo @elbell09 Key Considerations: ● attention to detail ● creative subject line ● email formatting ● persuasive writing ● brevity ● follow-up
- 91. #brightonseo @elbell09 #brightonseo @elbell09 Filter #2: The Screening Questions (optional)
- 94. #brightonseo @elbell09 #brightonseo @elbell09 If they admit to knowing nothing about SEO...
- 96. #brightonseo @elbell09 #brightonseo @elbell09 If they claim to have SEO knowledge...
- 98. #brightonseo @elbell09 #brightonseo @elbell09 Key Considerations: ● analytical? ● logical? ● digitally savvy? ● confident?
- 100. #brightonseo @elbell09 #brightonseo @elbell09 You’re new to outreach and you need to start building relationships with writers in your space.
- 101. #brightonseo @elbell09 #brightonseo @elbell09 What would be your process for establishing a relationship with a high-profile journalist?
- 102. #brightonseo @elbell09 #brightonseo @elbell09 Key Considerations: ● authenticity ● persistence ● variety of touchpoints ● understands reciprocity
- 105. #brightonseo @elbell09 #brightonseo @elbell09 Your job is to promote the results of a new study and get at least 15 journalists to cover it.
- 106. #brightonseo @elbell09 #brightonseo @elbell09 Nobody responds to your initial 100 emails.
- 108. #brightonseo @elbell09 #brightonseo @elbell09Key Considerations: ● body language ● competitive nature ● thoughtful analysis ● questions the source of the problem
- 110. #brightonseo @elbell09 #brightonseo @elbell09 Key Considerations: ● ability to make connections between seemingly unrelated concepts ● creativity & problem solving ● enjoys a puzzle
- 112. #brightonseo @elbell09 #brightonseo @elbell09 You start tomorrow and you’ll be doing outreach for a personal finance client.
- 113. #brightonseo @elbell09 #brightonseo @elbell09 Kim @ ABC7 asks if you can do a Skype interview on using bitcoin to pay off student loans in 1 hour.
- 114. #brightonseo @elbell09 #brightonseo @elbell09Key Considerations: ● body language ● response to pressure ● research & prep ● thoroughness ● professionalism
- 115. #brightonseo @elbell09 #brightonseo @elbell09 Give the candidate a laptop and ask them to find the contact info for a specific journalist or editor.
- 123. #brightonseo @elbell09 #brightonseo @elbell09Key Considerations: ● speed ● persistence ● resourcefulness ● multiple sites and searches
- 125. #brightonseo @elbell09 #brightonseo @elbell09 ● content creation ● audience identification ● prospecting / research ● finding contacts ● pitching ● follow-up Key Considerations:
- 126. #brightonseo @elbell09 #brightonseo @elbell09 ● test email + subject line test ● screening questions ● in-person interview ● test project Summary of Filters:
- 127. 87 Measuring What are the KPIs? What kind of links do I need? What does reporting look like? How do I structure the team?
- 128. Links Build links to drive organic traffic growth. Referral Traffic Drive referral traffic through content creation, promotion, and placement. Primary Outreach KPIs
- 129. Secondary Outreach KPIs Links on new domains Links from domains that link to your competitors Links from your competitors Brand mentions Number of broadcast media spots Branded query clicks & impressions in GSC
- 130. #brightonseo @elbell09 #brightonseo @elbell09 Quantity Authority Quality Backlink Needs (the type of links your site needs to make an impact)
- 131. #brightonseo @elbell09 #brightonseo @elbell09 Core Pages Editorial Pages Local Pages Backlink Framework (pages that need ‘link love’)
- 132. #brightonseo @elbell09 #brightonseo @elbell09 Monthly Brand by Brand Reporting
- 135. 95 Training What tactics should they use? How long will it take? What if it’s not working? @elbell09 #outreachfromscratch #UtahDMC
- 136. #brightonseo @elbell09 #brightonseo @elbell09 utility link building contextual link building HARO local link building employee discounts contributed posts link reclamation broken link building ego-bait jump link on priority page Link Acquisition Tactics sponsorships press page outreach media tours podcast outreach resource page link building
- 137. 3 Primary Outreach Tactics
- 138. #brightonseo @elbell09 #brightonseo @elbell09 1. Content Creation & Promotion
- 140. #brightonseo @elbell09 #brightonseo @elbell09 224 Links | 100K Pageviews
- 142. #brightonseo @elbell09 #brightonseo @elbell09 16 pieces published in 2018 50,000 emails sent 2 flopped 833 links earned
- 144. #brightonseo @elbell09 #brightonseo @elbell09 57% of top-tier publishers receive between 50 and 500 pitches per week. -Frac.tl Publisher Survey
- 145. #brightonseo @elbell09 #brightonseo @elbell09 2. HARO (Help a Reporter Out)
- 151. #brightonseo @elbell09 #brightonseo @elbell09 On average, we earn 1 link or mention for every 5 HARO queries answered.
- 152. #brightonseo @elbell09 #brightonseo @elbell09 Use HARO to secure coverage for your writers. @elbell09 #outreachfromscratch #UtahDMC
- 153. #brightonseo @elbell09 #brightonseo @elbell09 3. Make Your Outreachers Freelance Journalists @elbell09 #outreachfromscratch #UtahDMC
- 160. #brightonseo @elbell09 #brightonseo @elbell09 2018 Breakdown of Links 6,381 224 6,157
- 161. How long will it take for my outreacher to operate at full capacity?
- 162. #brightonseo @elbell09 #brightonseo @elbell09 Monthly Link Expectations 1 year in role average of 30-75 links 6 months in role average of 20 links 3 months in role minimum of 10 links 2-3 years in role super wide range of 30-200 links
- 163. What is to blame if it’s not working?
- 164. Assuming your content is worthy of links…
- 165. (Wait, what makes content worthy of links?)
- 166. ➔ Local ➔ Useful ➔ Timely ➔ Simple ➔ Nostalgic ➔ Unexpected ➔ Clear audience
- 167. Are they sending enough emails?
- 168. Do they have the right audience and are their emails personalized?
- 169. Does your site have the authority to support the content?
- 170. Does the domain name feel spammy?
- 171. Are you using the right tactic at the right time?
- 172. Is something more important happening in your audience’s world at this time?
- 173. 133 Managing What makes a good outreach manager? How do I motivate them? How do I get outreach buy-in from the team?
- 174. Traits of a Killer Outreach Manager
- 175. #brightonseo @elbell09 #brightonseo @elbell09 Organized Expert outreacher & link builder Able to motivate a team Intermediate+ SEO knowledge Exceptional written & verbal comms Able to make monotonous tasks fun Superior digital savvy
- 185. #brightonseo @elbell09 #brightonseo @elbell09 Resilient Confident Persistent Competitive Persuasive writer Top-notch researcher Creative problem-solver Strong relationship-builder
- 189. Elli Bishop Director of Earned Media, Clearlink elli.bishop@clearlink.com slides: Slideshare @elbell09 #outreachfromscratch #UtahDMC
- 190. READY FOR OUR SECOND PRESENTER? #UTAHDMC
- 191. BILL SLAWSKI ANCHOR TEXT, PHRASE-BASED INDEXING AND SEMANTIC TOPIC MODELING DIRECTOR OF SEO RESEARCH GO FISH DIGITAL SAN DIEGO. CA TONIGHTS 2ND PRESENTER: #UTAHDMC
- 192. ANCHOR TEXT, PHRASE-BASED INDEXING AND SEMANTIC TOPIC MODELING Utah DMC
- 193. @BILL_SLAWSKI PLANTING IDEAS BILL SLAWSKI, DIRECTOR OF SEO RESEARCH AT GO FISH DIGITAL Author at SEObythesea.com
- 194. @BILL_SLAWSKI PHRASE-BASED INDEXING Why Writing Your Own Search Engine is Hard (2004)
- 196. @BILL_SLAWSKI PHRASE-BASED INDEXING RELATED PATENTS Phrase-Based Searching in an Information Retrieval System (US Patent 9,990,421) Phrase-Based Detection of Duplicate Documents in an Information Retrieval System (US Patent 9,037,573) Phrase-Based Personalization of Searches in an Information Retrieval System (US Patent 9,037,573) Automatic Taxonomy Generation in Search Results Using Phrases (US Patent 7,426,507) Phrase-Based Generation of Document Descriptions (US Patent 7,584,175) Index server architecture using tiered and sharded phrase posting lists (US Patent 9,652,483) Information retrieval system for archiving multiple document versions (US Patent 9,817,886) Multiple index based information retrieval system (US Patent 9,817,825) Integrated external related phrase information into a phrase-based indexing information retrieval system (US Patent 8,631,027) Detecting spam documents in a phrase based information retrieval system (US Patent 8,078,629) Phrase identification in an information retrieval system (US Patent 7,580,921) Query phrasification (US Patent 10,152,535) Phrase extraction using subphrase scoring (US Patent 9,355,169)
- 197. @BILL_SLAWSKI PHRASE-BASED SEARCHING IN AN INFORMATION RETRIEVAL SYSTEM Inventor: Anna Lynn Patterson US Patent Application 20060031195 Published February 9, 2006 Filed July 26, 2004
- 198. @BILL_SLAWSKI STARTS WITH FINDING MEANINGFUL PHRASES By Donrooley CC BY-SA 3.0 Link
- 199. @BILL_SLAWSKI COMPLETE MEANING PHRASES THAT PREDICT Incomplete: “President of the” Not Meaningful: “Top of the Morning” Predictive (Whitehouse): “Oval Office” “Rose Garden” “Secretary Of State” “President of the United States”
- 200. @BILL_SLAWSKI FROM TOP N RANKING PAGES What meaningful complete phrases co-occur frequently on the Top N ranking pages for the same meaning of The term you may want to rank for?
- 201. @BILL_SLAWSKI PHRASE INVERTED POSTING LIST Index server architecture using tiered and sharded phrase posting lists Google Knows where the Phrases are on the Web https://www.slideshare.net/ChaToX/ text-indexing-inverted-indices-56364695/8?src=clipshare
- 202. @BILL_SLAWSKI RANKING APPROACHES How Search algorithms work The Meaning of a Query – Uses Language Models to understand meanings, and has Improved search by 30% Sounds a lot like the Neural Matching that Danny Sullivan announced On Twitter. Meaning Authority Context (location, seasonality) Freshness
- 203. @BILL_SLAWSKI ORIGINALLY A RERANKING APPROACH, BUT… 3. The method of claim 1, wherein a document with a low frequency of query terms but a plurality of related phrases for the first phrase ranks higher than a document with a higher frequency of query terms but with no related phrases. Phrase-based searching in an information retrieval system Inventors: Anna L. Patterson Assignee: Google LLC US Patent: 9,990,421 Granted: June 5, 2018 Filed: February 2, 2017
- 204. @BILL_SLAWSKI SEMANTIC TOPIC MODELING Improving semantic topic clustering for search queries with word co-occurrence and bigraph co-clustering(pdf)
- 205. @BILL_SLAWSKI PHRASE-BASED INDEXING AND BODY HITS The search system 120 provides a ranking stage 604 in which the documents in the search results are ranked, using the phrase information in each document's related phrase bit vector, and the cluster bit vector for the query phrases. This approach ranks documents according to the phrases that are contained in the document, or informally “body hits.”
- 206. @BILL_SLAWSKI ANCHOR HITS & EXPERT DOCUMENTS Sorting the documents on the outbound score component makes documents that have many related phrases to the query as anchor hits, rank most highly, thus representing these documents as “expert” documents
- 207. @BILL_SLAWSKI ANNOTATION TEXT - UPDATED ANCHOR TEXT PATENT Anchor tag indexing in a web crawler system Originally Filed in 2003, Updated in 2019 …identifying, in the source document, annotation text, the annotation text being text within a predetermined distance of an outbound link to a target document and the annotation text including at least one term, storing in the index an association between the term and the source document, storing in the index, responsive to identifying the annotation text, an association between the term and the target document, identifying, responsive to receiving a query that includes the term, the source document and the target document as associated with the term in the index
- 209. Q&A #UTAHDMC
- 210. #UTAHDMC
- 211. SEE YOU NEXT MONTH! APRIL 17, 2019