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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-thoughts
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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
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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tl;dr: Good Planning is Everything
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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»Editorial
»Products
»Partners
You should be integrated within everything going on»PR
»Social
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Website Pages (products)»Fully Optimized and Offer Unique Value
» Internal Linking
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Examples of Unique Value:
»Unique Content
»Additional Videos or Pictures
»Stats and/or data
»Different Spin on Content/UX
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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»Promotion
»Syndications
Partners»Link building
»Trade Data
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Social»Gives passive link building through viral content
»Reddit (IAMA),
»Pinterest, Facebook Twitter (Q&A, Images, Unique Content)
@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:
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
»Links
»Brand Recognition
DONE RIGHT =
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
» Internal Linking
Editorial»Types of content that will resonate
»Titles/descriptions
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
– Should include stakeholders– Discuss all strategies from each BU
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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– Should include stakeholders– Discuss all strategies from each BU
Stakeholder Buy-inOFTEN STARTS WITH SMALL WINS FIRST
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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Know When to Outsource in Preparation
Good Communication
Plan Way In Advance
Set Expectations
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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What Your Strategy Should Include
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
@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
@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?
@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)
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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The Calm Before the Storm(Pre-Event On-Site)
• Coordination with PR & Social
• Targeted Pages Built and Optimized
• Internal Linking
• Scalable Link Building• Outreach
@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
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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During The Event Take Care of:
Combating Spam
Knowledge Graph Searches
QDF
Planning Content
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
For Knowledge Graph SearchesPlanning Content
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
For Knowledge Graph Searches
Planning Content
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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What Will You Do When QDF Kicks In?
Current SERPS
Historical Data
Current Events
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
Big Brand Success Case Studies
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Detailed Post mortem
Keep Same URLs For Next Year
Continue Writing Content
Keep Pages Live
@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
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@hesdave
August 11–14, 2014 | #CZLSF | @ClickZLive
• David McClellan• Sr. SEO Analyst• CBS Interactive• [email protected]
