content and seo for tulos by gianluca fiorelli
DESCRIPTION
Gianluca Fiorelli's presentation about content marketing for Finnish audience in October 2012.TRANSCRIPT
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Content and SEO Recipes for an healthy site thanks to backlinks and social
mentions
Gianluca Fiorelli SEO e Inbound Marketing www.iloveseo.net/ @gfiorelli1
Associate
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Is it Content really the King?
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Or this one
http://icanhascheezburger.com
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Seem confirming it:
Content is King
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So, why do exist sites like this one?
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Advice: in order to not damage you eyes, I prefer to not present the link to this site.
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Sites like that lead to this:
Article Marketing: Mostly A Scam – SEOmoz: http://itseo.org/oyPJaK
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(maybe done with a tool like this…)
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Leading to this kind of
SERPs
Google Search: http://itseo.org/zKm9BT
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Or this
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Why do we want to be like Sysifus?
Google Algorithm Changes History: http://www.seomoz.org/google-algorithm-change
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(I imagine what some of you is thinking)
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UGC
Pictured: A World at 7 Billion (NYTimes): http://itseo.org/wLWt7a
719 links from 44
root domains
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UGC
Bedjumping 101 with our very own Michael Moski: http://itseo.org/wzkd0j
6.027 links from 372 domains
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“Code” (Code is Content – Dhamesh Shah, Hubspot)
Bedjumping 101 with our very own Michael Moski: http://itseo.org/wzkd0j
4.217 links from 728 domains
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Infographics
The Future According to Films: http://itseo.org/zgNcLq Avoid Ordinary Infographics with These 7 Steps (Blueglass): http://itseo.org/wQfEat
Links from 72 domains 498 Likes
184 Tweets 141 reactions in
Tumblr Seen +52.511
times in Visual.ly
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Interactive infographics
Interactive Music Map (Blog di Thomson.co.uk): http://itseo.org/zv1m03
1.160 Links from 316 domains
25.000+ Likes
7.105 Tweets
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Interactive infographics
2010 Football World Cup by Marca: http://itseo.org/ySmGjs
3.502 Links from 951 domains
218K Likes
19K Tweets
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Interactive infographics
You vs. John Paulson (Forex): http://itseo.org/zLKiVa More information in this post: http://itseo.org/nNKEVy
1.184 Links from 292 domains
1K Likes 697 Tweets
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Data visualization
Visualizing Friendships (Facebook): http://itseo.org/xUZCvh
2.527 Links from 352 domains
2864 Likes 298 Shares
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Data visualization
See something or say something: http://itseo.org/wAizFj
435 Links from 124 domains 94K+ views in
Flickr
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Data visualization
Hans Rosling's 200 Countries, 200 Years, 4 Minutes (YouTube – BBC): http://itseo.org/xeFfBn
3694 Links from 750 domains 5Mio+ views
and 16K+ likes
in YouTube
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Video
Games of Throne Violin Cover (YouTube): http://itseo.org/r0e8Ph
231 Links from 97 domains 2Mio views and 40K+ likes
4K+ comments & 20K+ comments in YouTube
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Tools (and if they are free better)
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Wordle – Tagxedo - Tagul
http://www.wordle.net/ - http://www.tagxedo.com/ - http://tagul.com/
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The Opte Project
The Opte Project: http://itseo.org/xhrwed
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Map Connection with Great Circles
How to map connections with great circles: http://itseo.org/yJJQGU
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Best Free Tool
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Open Data
Google Public Data: http://itseo.org/xjjX7F - World Goverment Data: http://itseo.org/ySjfmz - Many Eyes: http://itseo.org/wCv2fn - Open Knowledge Foundation: http://okfn.org/ - The Finnish Institute in London: http://www.finnish-institute.org.uk/ - Ok Festival: http://okfestival.org/
Open Data it’s a philosophy and a practice, which purpose is that certain data can be available to be consulted and used by everyone, without copyright or patents’ restrictions or any other impediment.
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Other data sources ($$$)
Factual: http://www.factual.com/ Factual > Topics: http://itseo.org/zrw1oW
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Other data sources ($$$)
Urban Airship: http://urbanairship.com/
Examples of Apps created with SimpleGeo (now Urban Airship
Project Noah
localmind
posterous
Hipmunk
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Linked Data
To know better what Linked Data are and what are the technologies at their base: http://itseo.org/Agwj2q and http://itseo.org/wuTsm2
Linked Data is a web of objects not of documents
With Linked Data we can combine and query different kind of data.
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Linked Data Sources
Linking Open Data Cloud: http://itseo.org/xdI7GC Other Hub of Sources > Kasabi: http://kasabi.com/ (freemium)
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Still nothing?
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The magic world of APIs
http://www.programmableweb.com API Directory: http://itseo.org/A14pHF
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Scraper is not just for Black Hat SEO
OutWit: http://itseo.org/vxqMqx - Scraper for Chrome: http://itseo.org/wi9krr - ImportXML Guide di Distilled: http://itseo.org/je868U - ScraperWiki: https://scraperwiki.com/
OutWit Hub (Firefox addon) Scraper (Chrome extension)
Using ImportXML
Scraper Open Source and Crowdsourced
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The issue with the sources
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Content Curation
Content Curation Guide for SEOs: http://www.seomoz.org/blog/content-curation-guide-for-seo
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What if Twitter is not worth?
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https://www.google.com/?tbm=pts - http://scholar.google.com/ - http://www.google.com/blogsearch
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Offline > Online
Omnipage Professional: http://itseo.org/x7S2V8
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Offline > Online
I explained this idea in this video for Distilled: http://itseo.org/zJUMhs
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We have no excuses anymore
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Remember this question?
Really is Content the King?
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My answer
Not Really The User is the
King
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WHY someone (WHO) is searching
To know more about the concept of Golden Circle: http://itseo.org/n0NBrk
The magic is here
But business get fixated with this
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Introducing the Conversation Prism (Brian Solis): http://itseo.org/tMCrpv
The secret key is in the conversations
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www.socialmention.com – www.topsy.com – www.trackur.com – www.comscore.com – www.quantcast.com – www.compete.com . Bonus: Quantquast Quantifier Wordpress Plugin: http://itseo.org/vTC4No
How to listen the conversations
Social Media Monitoring Tools
Quantitative Analysis Tools
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For more information see this preso by Vanessa Fox: http://itseo.org/tahTbi or this post: http://itseo.org/tKkR8O
Create Personas
Personas are not real… They are archetypes of real users… defined with great precision and attention.
Alan Cooper – The Inmates Are Running the Asylum
To create Personas is not an exact science, but the result of data extrapolation, which we have gathered listening the conversations. We must test them and see them confirmed with Analytic.
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We must learn how our Personas talk
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Then we classify the keywords
And start creating content based over this knowledge we
have of our targeted Personas.
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Actually exists a method for knowing exactly who is
visiting us and what words he used.
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Would not be bad to know this data
NOTE: for privacy issue we must mask sensitive data, like name and surname, but we still can pick generic information
Keyword demographics script: http://ipullrank.com/code/keyword-demographics/ - Detailed info about keyword demographics: http://www.seomoz.org/blog/keyword-level-demographics
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Not bad, isn’t it?
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Give yourself a favor: Rediscover the Why of your
business and create your marketing strategy over it
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Be transparent, because transparency is the new gold
in web marketing
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Do not limit your budget and efforts in creating ordinary content. It is not worth the
bucks
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Be bold Be brave
And people will love you Talk about you
(and link to you)
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Thank you