@TopRank on Blog Marketing & SEO. A Recipe for Success

Social SEO For Blogs

A Recipe for Success@LeeOdden TopRankMarketing.com

TopRankBlog.com

©2011 TopRank® Online Marketing

Consulting Speaking Publicity

About TopRankMarketing.com

©2011 TopRank® Online Marketing

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outline

• SEO for Blogs• Social for Blogs• Case Study 1• Case Study 2

Cooking up Results

• Blog Content SEO• Social tips for Blogs• Make Panda Happy• Tasty Tools

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Start with a Recipe

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Blog SEO Recipe Prep:

• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our

guests and help them spread the word?• Tools – Which cookware, dinnerware?

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The Art of Cooking up SEO

Definition of SEO:

An approach to digital publishing that makes it easier for search engines to find, organize and favorably rank content & media.

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The Art of Cooking up SEO

What SEO IS:

Great SEO is most often transparent and improves user experience.

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What Happens With Poor SEO?

What we see

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What Happens With Poor SEO?

Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2011 adidas

What search engines see:

Adidas.com has no ranking for“men's running shoes”first 10 pages on Google

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What Happens With Poor SEO?

What do they rank for?:

“men's athletic shoes”Page 1 of Google - #8

“men's athletic shoes” Has nominal search volume!

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What Happens With Good SEO?

What we see

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What Happens With Good SEO?

What we see

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What Happens With Good SEO?

What search engines see:Shop EasyWorld's Best Running ApparelNew ArrivalsTop BrandsMen's ShopMen's New ShoesMen's Running ShoesMen's ApparelWomen's ShopWomen's New ShoesWomen's Running ShoesWomen's ApparelSports Bra BoutiqueGearSocksInsolesInjury PreventionNutritionBrandsRoad Runner SportsASICSNikeNew BalanceSauconyBrooksadidasSaleTop Selling Men's Footwear

Running Shoes & Athletic FootwearWelcome Road Runners! You've discovered the Road Runner Sports website, home of the world's

largest selection of the best running and walking gear. In business since 1983, you can trust us for the best price on top rated running shoes, running clothing, and the best running shoe brands for everything from sports bras to running socks. Looking for a bargain? Check out our Sale page, a virtual running shoe outlet of great deals on sale running shoes, running clothing, and athletic gear. For help finding your perfect running shoes, let Road Runner Sports Online Shoe Dog fetch your perfect fit!

Questions about Road Runner shipping prices and delivery? Visit our Shipping Information page. And if you want free shipping every day on all your running shoes and gear (who doesn't?), join our VIP Club and save $21 or more on all orders.Shop from hundreds of the best walking and running brands like ASICS, adidas, Brooks, New Balance, Saucony, Cole Haan, Mizuno, Merrell, Newton Running, Nike, Puma, Pearl Izumi, Sperry, Timberland, Under Armour, Garmin, Baby Jogger, BOB, Champion, Moving Comfort, Patagonia, Petzl, Polar, Prana, Timberland, Timex, UK Gear, Wigwam, WrightSock, and ZOOT.

Copyright © 2011 Road Runner Sports, Inc. All rights Reserved

#1 & #2 on Google“men’s running shoes”

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SEO “Recipes” Can Be Confusing…

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SEO Simplified

Keywords& Content Search

FriendlySite

Link Building

Social

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Blogging & SEO in ActionLocal store in NJ competeswith national retailers.Blog cross links with site.

+300 #1 rankings onfabric phrases“nfl fabric” “dress fabric”

+75% site traffic organicsearch

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Blog SEO Recipe Prep:

• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our

guests and help them spread the word?• Tools – Which cookware, dinnerware?

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Audience Content & Keywords

Who are you trying to reach? What are they searching for?

Easy RecipesHealthySaladVegetarian

Recipes for DinnerCrock PotSoupChicken

Cake RecipesCookiesBreadDesert Recipes

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Match Editorial Plan with Keywords

Keywords

Keywords

BlogContent

SocialContent

Editorial Plan

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Keyword Glossary

“Marketing” AND:OnlineFacebookLinkedInTwitterBlogSocial MediaContent

Plan Keywords > Content > Rank

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Blog SEO Recipe Prep:

• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our

guests and help them spread the word?• Tools – Which cookware, dinnerware?

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Keyword Research

SearchKeywords

Social &Listening

WebReferrers

Competitors

Trends

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Keyword Glossary

Competitor Phrase SEO Our Target Keywords Scores Categories

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Blog SEO Recipe Prep:

• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our

guests and help them spread the word?• Tools – Which cookware, dinnerware?

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Blogs are Search Magnets

25,000+ Unique Keywords

46,000+ RSS Subscribers

1 million+ inbound links

Attracts: Media & Links, Employees, Speaking & +New Business

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Basic Blog SEO Tips1. Title Tag vs. On Page Title: Headspace22. Keyword in URL (slug)3. Keyword rich categories4. Keywords & synonyms in copy5. Anchor text links to older posts6. Minimize duplicate content 7. Encourage inbound links

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Blog SEO

Where to use keywords:• Post titles• Categories• Body copy• Lists• Anchor text links• Tags• Image alt text

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Recipe SEO• Title Tag• Breadcrumb• Title(s)• Categories &Sub-categories• Image Alt Text• Links• Exact Match &

Variances

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Recipe SEO

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Blog SEO Recipe Prep:

• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our

guests and help them spread the word?• Tools – Which cookware, dinnerware?

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Categories & Links

Recipes

Chicken

ChickenRecipes

Fried Chicken

ChickenBreast

GrilledChicken

Recipes

Recipes

ChickenRecipes

Chicken Breast

Recipes

HealthyEasyDinner

ChickenRecipes

GrilledChicken

HealthyRecipes

EasyRecipes

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Social Signals Influence Search

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Avoid the Angry Google Panda

Dropped from Google:• Low quality pages• Duplicate content• Ad to content ratio• Bad pages will affect

your good pages

Flickr Photo credit: angrypandaband

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Google Panda Happy – You Happy

Make Panda Happy:• High quality content• Well structured, cited• Well written• Links to content• Social sharing,

citations & linksFlickr Photo credit: grytlappar

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Socialize

PromotePersonas Grow Networks

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Cycleof Social

& SEO

Create & promote optimized content & assets.

Traffic & community help research, develop & further grow social networksfor content & SEO.

Content is noticed, shared & voted on. Grows awareness.

Increased exposure attracts more subscribers, fans, friends, followers & links.

Increased links & social exposure grow search & referral traffic.

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Blog Content SEO Logistics

• Identify & train blog contributors on SEO(Titles, body copy, linking out & internally)• Create keyword & engagement guidelines(Best practices on-page & growing social networks)• Make content promotion part of the

publishing process• Provide feedback: search & social(Web analytics, ranking, social media monitor)

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Blogs are Social

Comments

Outbound Links

Poll - Survey

Blog

Comments

Facebook

Twitter

LinkedIn

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Socialize & Be Useful

Facebook

News Sources

Twitter

Blog

LinkedIn

Slideshare

YouTube

Delicious

Off site Comments

TR Website

Paper.li

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Content Plan

Keywords

Twitter

YouTube

StumbleUpon

Facebook

Digg

Blog Post

Media

RSSNicheBlog

NewsBlog

NicheBlog

CuratorScraper

NicheBlog

Links & Traffic

Tie Social Media Efforts Together

©2011 TopRank® Online Marketing

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7,321 Links

©2011 TopRank® Online Marketing

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1,438,771 Links

©2011 TopRank® Online Marketing

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Blog SEO Recipe Prep:

• Audience – Who’s coming to dinner?• Keywords – What do they like to eat?• Content SEO – Which ingredients?• Links & Social – How will we invite our

guests and help them spread the word?• Tools – Which cookware, dinnerware?

@topranktoprankblog.com

Google Keyword Tool

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Google Trends (news)

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SEMRush

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Alexa SEO

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Scribehttp://scribeseo.com/

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Blekko SEO

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Majestic SEOCompare Backlinks: allrecipes, foodnetwork, smartmomsthatthink, myrecipes

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Social Mentionhttp:// www.socialmention.com

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PostRankhttp:// www.postrank.com

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A Tasty Blog SEO Recipe½ cup: Audience focused keywords 1: Well optimized blog CMS (Wordpress)2 cups: Content & editorial scheduleStir: Linkable content with promotionShake: Grow & engage social networkBake: Ongoing keyword & content refinement through web & social analytics

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Thank You & Bon Appetit!@LeeOdden1-877-872-6628lee@toprank.orgTopRankMarketing.comTopRankBlog.com

Tips Newsletter:tprk.us/omnews