Storytelling Is The New SEO

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Storytelling Is The New SEO

Martin W. Smith
@ScentTrail
SEO Meetup Raleigh, March 26

Google’s Algorithm Changes

• Panda’s Implications
– Heuristics Matter
• Time On Site.
• ...

Google’s Secret Implications
• Panda & Penguin
Secrets
– Content is KING.
– Engagement.
...

Content Marketing Matrix
Conversion
Low HIGH ...

High Engagement Content

• High Engagement, Conversion NOW
Content Examples:
– Video.
– Reviews. ...

3/23/2013 Storytelling Is Content Marketing 7

Hero’s Journey

• Stories & Joseph Campbell
– Hero’s Journey.
– Examples:
• STAR WARS
• ...

Telling “Hero’s Journey” Stories

3/23/2013 Storytelling Is Content Marketing 9

REI’s Hero’s Journey

3/23/2013 Storytelling Is Content Marketing 10

REI About Page Themes

3/23/2013 Storytelling Is Content Marketing 11

Patagonia Hero’s Journey

3/23/2013 Storytelling Is Content Marketing 12

Patagonia About Page Themes

3/23/2013 Storytelling Is Content Marketing 13

REI Product Page: repeats key stories

3/23/2013 Storytelling Is Content Marketing 14

REI Product Page: repeats key stories

3/23/2013 Storytelling Is Content Marketing 15

REI Product Page: repeats key stories

Themes
...

How Websites Tell Stories

Overt Storytelling Covert Storytelling User Gen Content

• About P...

Gamification Layers

Active Passive Real Time

• Earn Badges. • ...

Storytelling Summary

• Google & Customers want better heuristics.
– Storytelling improves engagement.
– Engag...

Martin W. Smith Contact

• @ScentTrail
• ScentTrail.blogspot.com
• CureCancerStarter.org
• @CureCancerStart
• Facebook/Cur...

Appendix: Content Engagement Matrix
Not all content is equal. Some content is more engaging.
The Content Engagem...

Content Marketing Matrix
Conversion
Low ...

Content Marketing Matrix
Conversion
Low ...

Content Matrix: Now, High, High
• Now, High Engagement, High Conversion
– Social Shares (your friends).
– ...

Content Marketing Matrix
Conversion
Low ...

Content Matrix: Later, Low, Low

• Later, Low Engagement, Low Conversion
– Conditions of Use & Terms.
– Ads & ...

Content Marketing Matrix
Conversion
Low ...

Content Matrix: Later, High, Low

• Later, High Engagement, Low Conversion
– My Account.
– My UGC.
– Con...

Content Marketing Matrix
Conversion
Low ...

Content Matrix: Now, High, Low
• Now, High Engagement, Low Conversion
– Sports.
– Q&A.
– Unsupported Sta...

Content Marketing Matrix
Conversion
Low ...

Content Matrix: Now, Low, High
• Now, Low Engagement, High Conversion
– Internal search.
– Highly specific int...

Content Marketing Matrix
Conversion
Low ...

Content Matrix: Later, Low, High
• Later, Low Engagement, High Conversion
– Abandoned Cart email.
– Wi...

Storytelling Is The New SEO

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