leveraging events for triple digit seo gains - david mcclellan cbs interactive
DESCRIPTION
Big events and seasonal surges provide sea changes in traffic levels for those ahead of the curve. What if you could win big with your team plus a little preparatory analysis? Learn to ride the wave of popularity and wrangle big events to harvest SEO and traffic like big brand media does, again and again. Peek at the processes and pointers to learn: How does research prepare you to ride the trend What paid, earned and owned resources must be set up How to recruit internal stakeholders vital to success Who do you empower during the event - social, influencers, media How to extend the win with after-effects, not after-thoughtsTRANSCRIPT
![Page 1: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/1.jpg)
August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Leveraging Events forTriple Digit SEO Gains
David McClellanCBS InteractiveSr. SEO Analyst@hesdave
![Page 2: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/2.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
2
![Page 3: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/3.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
3
tl;dr: Good Planning is Everything
![Page 4: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/4.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
4
![Page 5: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/5.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
5
»Editorial
»Products
»Partners
You should be integrated within everything going on»PR
»Social
![Page 6: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/6.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
6
Website Pages (products)»Fully Optimized and Offer Unique Value
» Internal Linking
![Page 7: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/7.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
7
Examples of Unique Value:
»Unique Content
»Additional Videos or Pictures
»Stats and/or data
»Different Spin on Content/UX
![Page 8: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/8.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
8
»Promotion
»Syndications
Partners»Link building
»Trade Data
![Page 9: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/9.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
9
Social»Gives passive link building through viral content
»Reddit (IAMA),
»Pinterest, Facebook Twitter (Q&A, Images, Unique Content)
![Page 10: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/10.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
»Make News Using Press Releases and real news
»Use Outreach/lists
Don’ts:»Go after Press Release
submission links only
Do’s:
![Page 11: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/11.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
»Links
»Brand Recognition
DONE RIGHT =
![Page 12: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/12.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
» Internal Linking
Editorial»Types of content that will resonate
»Titles/descriptions
![Page 13: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/13.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
– Should include stakeholders– Discuss all strategies from each BU
![Page 14: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/14.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
14
– Should include stakeholders– Discuss all strategies from each BU
Stakeholder Buy-inOFTEN STARTS WITH SMALL WINS FIRST
![Page 15: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/15.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
15
Know When to Outsource in Preparation
Good Communication
Plan Way In Advance
Set Expectations
![Page 16: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/16.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
16
What Your Strategy Should Include
![Page 17: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/17.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
![Page 18: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/18.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
Use Data To Build Your Strategy
• Partner Data
• Postmortems• Analytics• Competitive Analysis• Rank Tracking and KW
Research
• Knowledge Graph Trends
• Current Events and Google • Trends
![Page 19: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/19.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
Postmortem Should Include:
• Plans for next year
• What you did right?• Honesty• Rankings (before and after)
• What you did wrong?
![Page 20: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/20.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
Data
• Webmaster Tools
• SEMRush• Analytics• Google.com/Trends• Rank Tracking and KW
Research
• LRT
• Site Search (on-site)• Backlinks (ahrefs)
![Page 21: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/21.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
21
The Calm Before the Storm(Pre-Event On-Site)
• Coordination with PR & Social
• Targeted Pages Built and Optimized
• Internal Linking
• Scalable Link Building• Outreach
![Page 22: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/22.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
The Calm Before the Storm(Pre-Event On-Site)
• Coordination with PR & Social
• Targeted Pages Built and Optimized
• Internal Linking
• Scalable Link Building/Outreach
Links
PR
Social
Brand Mentions
SyndicationsPartnerships
Awards/Ego Bait
ReviewsBreaking News
![Page 23: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/23.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
23
During The Event Take Care of:
Combating Spam
Knowledge Graph Searches
QDF
Planning Content
![Page 24: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/24.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
For Knowledge Graph SearchesPlanning Content
![Page 25: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/25.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
For Knowledge Graph Searches
Planning Content
![Page 26: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/26.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
26
What Will You Do When QDF Kicks In?
Current SERPS
Historical Data
Current Events
![Page 27: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/27.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
27
![Page 28: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/28.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
28
Detailed Post mortem
Keep Same URLs For Next Year
Continue Writing Content
Keep Pages Live
![Page 29: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/29.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
29
![Page 30: Leveraging Events for Triple Digit SEO Gains - David McClellan CBS Interactive](https://reader035.vdocuments.net/reader035/viewer/2022081518/5490408fb4795963488b4d5f/html5/thumbnails/30.jpg)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
• David McClellan• Sr. SEO Analyst• CBS Interactive• [email protected]