gabriel goldberg (semetis) - how to create and leverage content across multiple platforms? blogs,...

Hello! My name is Gabriel

SEO an Art of Storytelling

Digital Change

Fast evolving

Content Still Rules

4 times more SEO Traffic

+300%Case Study

X visits 4X visits2009 2012

SEO Boost – semetis.com

6,7 times

more SEO non brand Traffic

X visits 6,7X visits2009 2012

Non Brand SEO Boost

8,5 times

more SEO Publications Landing Pages Traffic

X visits 8,5X visits2009 2012

Publications SEO Boost

SEO Traffic X 4,0

X visits 4X visits2009 2012

SEO Publications Landing Pages Traffic X 8,5

X visits 8,5X visits

SEO non brand Traffic X 6,7

X visits 6,7X visits

SEO Boost – semetis.com

SEO Strategy

4. Measuring

2. Distribution Social

3. Distribution News

1. Long Term view

1. Long Term view

1. Long Term view

Between January and May 2011

From 86 to 144 different Publications landing pages

Between January and May 2012

+68%

1. Long Term view

Between January and May 2011 Between January and May 2012

+443%

What about the visits?

2. Distribution Social

Social

A. Social on the Page SEOA. The network effect

A. Social on the Page SEOB. The authorship effect

Article Search results

A. Social on the Page SEOThe authorship effect

Written by <a href="https://plus.google.com/112515216476934309227" rel="author">Nicolas Debray</a>

Article Search results

A. Social on the Page SEOAuthorship & network effect

In some situations, social links will be taken into account to calculate ranking. To decide this, search engines evaluate the authority and the quality of the post. Note that in Facebook, only links from Fan pages are taken into account, and not the links from people’s personal walls.

Social content and SEO

B. Social Traffic and SEO

Practical tips for Social linkbuilding

• Social media can contribute to your website being indexed faster. It is therefore beneficial to promote your new content (new pages, promotion pages, …) on your Facebook pages, and via Twitter in order to facilitate the indexing process.

• The amount of fans, shares and likes (Facebook) and of followers, tweets and re-tweets (Twitter) has an impact on determining the weight of the links by evaluating what search engines call “authority”.

• It is also important to build continuous link between your website and social networks. Regular activity and updates will help improve and reinforce the weight from social links.

• Just like with on the page SEO, keep in mind that Google and other search engines always reward qualitative content and good user experience when sharing on social networks.

B. Social Traffic and SEO

B. Social Traffic and SEO

3. Distribution News

Blogs and News

A. Blog and News1. Identify news Content

A. Blog and News2. Apply all technical requirements to be crawled by Google news:

News Sitemap

Using Google News sitemap is strongly recommended because it allows to have a greater control on which articles gets indexed on Google News. News sitemaps contain meta data (date of publishing, keywords, …) to provide important data to Google.

• permanent and unique URL with a code of at least 3 digits in the URL, • content fresher than 2 days old

Google's robots have the ability to re-crawl the URLs looking for updated articles. There is no need to change the URL.

Google can find new articles in minutes

In addition, Google News has a preference for articles that receive updates. Minor changes can be interpreted as an update and are therefore favorable.

A. Blog and News

• Register on Google via http://support.google.com/news/publisher/bin/bin/static.py?hl=en&ts=2394225&p

age=ts.cs&from=191208

• Make sure you comply with all the Google News guidelines.

• Let Google News know about your content.

A. Blog and News3. Register the site/part of the site by Google News

“Fresh” News containing new and objective information. Original content. Google detects duplicate content and will tend to rank in first place the items that produce original content and not duplicated. Articles that are frequently cited as a reference to information will tend to be placed in top positions. Relevance and local recognition: Google places more importance to a source close to the news that it transmits. Reliable sources of information: Google uses statistics of clicks and reading interaction for all the articles. If an article from one of RMG websites ranks third for the Greek crisis and if Google News users tend to click more frequently on this article than on a similar article ranked first, Google is going to recognize the legitimacy of that RMG website for this article and place it higher in search results.

A. Blog and News4. Optimize for the Google News crawlers

A. Blog and News5. Image optimization for Google News

The indexing of images on Google News represents another opportunity to be present and to drive traffic to your website/blog.

• Use large images in a proportionate format.

• Place captions and alt-tags that describe the image.

• Place images next to the title of the article. This allows Google to associate the image more

easily with the category of news and the topic.

• The image must be "inline" and should not be clickable. The image should not be clickable

because Google wants it to be part of the article and that the user does not have to make an extra click to see

the best picture.

• Always use the JPEG image format (other formats like PNG are not as good for indexing in Google

News).

A. Blog and News6. Create content

• dont forget classic SEO rules: title, description, URL and h1/h2

• choose the good keywords and subjects based on what is searched the most

• optimize image title & tag

• use internal link-building

• leverage external link-building (including on social networks)

• place share buttons

• watch out for duplicate content: no more than 80% similar content!

4. Measuring

Tools

1. SEO KPI’s

12

3

1. SEO KPI’s

Organic Visits & visitors

Volume & reach

Quality

%New visits

Referral+social Visits & visitors

IT

Load Time

Error pages

Creating Authority Example

SEO Traffic

SEO Publications Landing Pages Traffic

SEO non brand Traffic

2. Segmenting

3. Dashboard

3. Dashboardhttps://www.google.com/analytics/web/permalink?type=dashboard&uid=mXbcM5AgSxe2R85RHVpsuw

1. Be consistent

2. Do not neglect the basics

3. Fix your IT

4. And now spread the word!!!