leveraging events for triple digit seo gains - david mcclellan cbs interactive

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?

Twitter

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• david.mcclellan.sd@gmail.com