digitalsurrey march 2015 - taking on the giants
TRANSCRIPT
@DigitalSurrey
#DigitalSurrey
www.digitalsurrey.co.uk
Proud Sponsor:
How to Beat the Giants in the SERPsBy Ross Tavendale from IdeasMadeDigital
@theblueballroom
01252899950
www.theblueballroom.com
We are a communications agency with a
vision to make business better inside and
out.
• Internal Communications
• Public Relations
• Digital
Long romantic walks
Hello! www.ideasmadedigital.com
Romantic Country Walks
I can cut some shapes
Hello! www.ideasmadedigital.com
I can cut some shapes
What do they have that you don’t?
@rtavs www.ideasmadedigital.com
Money
Brand influence
Enterprise level software
An army of people
What they have that you don’t want
@rtavs www.ideasmadedigital.com
Layers of bureaucracy
Large agency partners
Enterprise level software
Dolly Partons
An army of people
Typical agency setup
@rtavs www.ideasmadedigital.com
£20,000 retainer
200 hours
AM, PM, CS, CD
Dedicated department for everything
Constant impending sense of doom
What do you have that they don’t
@rtavs www.ideasmadedigital.com
Speed & agility
Sweat equity & skin in the game
Freedom
Good looks and a debonair attitude
@rtavs www.ideasmadedigital.com
Art
User first
UX design
Test and validate
2s to wow
Art of making something
user friendly
Science
Market demand?
Who’s causing the demand?
What do they like?
Who do they listen to?
How do we reach them?
The science of knowing as much
about those users as possible.
So we can get the end product
into as many of their hands as
possible.
@rtavs www.ideasmadedigital.com
How can you capitalise on this behaviour?
@rtavs www.ideasmadedigital.com
Minor investment, maximum returns
@rtavs www.ideasmadedigital.com
VPS - £50
Screaming Frog - Free
Scrapebox - £30
Tag Manager – Free
Majestic SEO - £30
Perfect technical implementation
@rtavs www.ideasmadedigital.com
Webmaster Tools
On Page
Technical
Analytics
What gets measured……..
@rtavs www.ideasmadedigital.com
Tag Manager Event Listening
Find the HTML in your forms
Crawl with screaming frog
Create events based on what matters
Big Brand Scenario
@rtavs www.ideasmadedigital.com
Content calendar
Brand manager, channel manager, SEO
manager, social manager
Project Based – 250 landing pages
All onsite assets have an owner
Brand team have final sign off
Content Creation Hacks
@rtavs www.ideasmadedigital.com
Audit Your Assets
Repackage
Spend time on the setup, not the
execution
Curation vs Creation
Just ask someone else
Fiverr.com
Stay alert!
Audit your assets
@rtavs www.ideasmadedigital.com
Screaming Frog
Images, video, logos, staff, illustrations,
articles, audio, etc.
Organise according to what can be
repurposed for different platforms
Video
@rtavs www.ideasmadedigital.com
All video transcribed and made into blog
posts
Use Speechpad
Take stills, turn them into animated GIFs
Strip Audio – turn into a podcast
Got a PPT presentation? Make it a video
Images
@rtavs www.ideasmadedigital.com
Use tools like Stipso when making
infographics
Create commentary on the data for blog
posts and press releases
Organise galleries according to search
demand
Use thing link for deep linked graphics
Use Canva for any graphic design job
Creation vs Curation
@rtavs www.ideasmadedigital.com
Big media is just a big ole “curation” fest
Use Curation Soft
Keyword search for related content
Search Google, Amazon, Wikipedia,
RSS Feeds, Social Platforms, etc.
Try ego bait posts
Outsourcing
@rtavs www.ideasmadedigital.com
Fiverr.com
Programmatic Content
Student Writers & Internship Programs
All guest authors to post
Big brand scenario
@rtavs www.ideasmadedigital.com
They have tools, lot of tools
Gorkana - £6000
Linkdex - £12,000 +
Jira - £30,000
Analytics - £100, 000
Tactics
@rtavs www.ideasmadedigital.com
Audit Your Assets
Reactive Link Building
PR
Using Social
Technical Link Building
Begging
Images
@rtavs www.ideasmadedigital.com
Export all images to Image Raider
Use Scrapebox & Ontolo to find image,
icon & logo submission sites
Submit images to Tumblr blogs
Articles
@rtavs www.ideasmadedigital.com
Sign up to Zemanta
Syndicate your news and blog posts
Create useful resource posts about
events in your industry
Giveaway tools and resources
Website Code
@rtavs www.ideasmadedigital.com
Create an Easter Egg
Sign up to Humans.txt
Create a hidden message in robots.txt
Use scrapebox to find CSS galleries and
website top 10 lists
Products
@rtavs www.ideasmadedigital.com
iPad for a £50
Higgs Boson Particle Accelerator for
Sale
Leverage Reviews
Reactive Link Building
@rtavs www.ideasmadedigital.com
#HARO
#prrequest
#journorequest
Media Requests
News Jacking (Google Doodle)
Polling (use Stipso)
Using Social
@rtavs www.ideasmadedigital.com
Followerwonk
Reactive Outreach
Buzzsumo
SEO Tools for Excel
PR
@rtavs www.ideasmadedigital.com
Everything is a story
Data Journalism
Outreach Accuracy is key
Use Scrapebox & Ontolo to find
magazines and publications that are
looking for contributors
Technical Link Building
@rtavs www.ideasmadedigital.com
Broken Link Building
Resource Link Building
Reclamation using Mention
Media Requests
Replicating their software
@rtavs www.ideasmadedigital.com
Followerwonk Bio Searches
Rapportive & Boomerang for Gmail
Import.io to easily extract data
Muckrack, Technorati & Alltop for
contact details