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SEO and the World Cup 2010Better rankings by adapting to trending topics
by Björn Ühss@faiM
@faiMbcn@dailySEOhint
http://seo.uehss.de
WebBar #5 05/07/2010 www.webbar.es [email protected] @WebBarBCN
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Trending Topic: Vuvuzela
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Key Message
“The trend is your friend”
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What is a trend?
- general direction in which something tends to move- (possible) future- “Buzz” of tomorrow- the next hype- evolving topic
= an opportunity for SEOs to push their websites up in the search engines, get free backlinks and new traffic
„World Cup 2010“ „World Cup News“
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Expected vs. unforseeable eventsExpectable & repeating events
•Summer/Winter Olympics
•Eurovision
•Elections
•Euro Cup – World Cup
•Google, Apple, Celebrities
•Local events (e.g. San Juan)
•Watch the news!
Unforseeable & one-time events
•Catastrophies (e.g. Icelandic Vulcan, Oil spill)
•Celebrities
•News
•Viral campaigns & trending videos
•Local events & news
•Watch twitter, facebook or youtube!
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Adapt!Survival of the fittestShort term:- PPC wording - Direct Marketing Strategy
Middle term:- SEO Keywords & Content - Online Mkt Campaign
Long term:- Product portfolio - Company structure (in order to be able to react fast)
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What people will do during an hype ..
1. People speak about it2. People getting curious3. People search for it 3. People share it
Trending topics= an opportunity for generating more traffic to your website
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.. and what your SEOs should do.
What Search Engine Optimisers should do:
1. People speak about it = SEOs have to listen to their (key)words (“watch world cup online”) = SEOs should join the conversation via Twitter & SM (real time search ) = SEOs would create trust - allow discussions on your site, forum, blog (User generated content) = SEOs may create authority by making them speak about your website (backlinks)
2. People getting curious = SEOs understand even the unclear questions, typos and give answers = SEOs can give more – e.g. value added free content (e.g. Football glossary, match plan) = SEOs use all available channels to give answers (blogs, news, videos, photos) (universal search)
3. People search for it = SEOs don´t understimate the rapid increase in search volume. = SEOs know that Googles “Query deserves freshness” factor will push your kws to top SERPs = SEOs create content for these search queries (e.g. articles about player, matches..)
4. People share it = SEOs find creative ways of using the hype for Linkbaiting to get new links = SEOs actively use Social Media to spread content and generate new traffic
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1. Google Trends2. Google Insights for Search3. Twitter trending topics4. Monitter (via Twitter Tweets)
5. Alexa.org6. YouTube7. Facebook8. Your Blogs/RSS Feeds 9. Watch the news10.Listen around
10 free tools to identify current trends
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Google Trends (1/5)google.com/trends
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Google Trends (1/5)google.com/trends
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Google Trends (1/5)google.com/trends
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Google Insights for Search (2/5)www.google.com/insights/search/
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Now you know the toolsTime to take action – and adapt!
(YouTube & Disney already doing it)
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Free backlinks with the Vuz-Buzz 7 eye-opening linkbait ideas
Name URL Backlinks PR Complexity (*****)
other
Blow me link 9314 4 ** 600.000visits
Vuvuzelas for BP link 321 n/a ** $4,108 donating
Vuvuzela time – browse the web like you´re at the South African World Cup
link 10432 n/a ** 700.000 visits/day4521 RT45K FB
Fancorso.de/com link 33 n/a *** -
10 Videos improved with a Vuvuzela Horn (Blog article)
link 344 n/a * 39 FB9 RT
Vuvuzela (iPhone App) link 190 1 ****
I hate it when I'm at a vuvuzela concert and people start playing football! (Facebook Page)
link n/a n/a * 148.885Fans
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How can you use this for your business?
1. Find 3 trending topics a) 1 common expectable event in the future (Christmas?)
b) 1 local topic from your industry that´s hot or will be (iPhone 4?) c) listen every day to what´s “hot” in the news and your environment
2. Find a way to use this trend a) be creative! Or just have a look again at the list of things SEOs should do some
slides before. Create something funny, try new things. You need (back)links! b) Involve all Marketing departments (SEO, PPC; Direct Marketing, Offline Campaigns) c) Know your numbers, track your success, monitor activities
3. Approve time and resources for it, act fast and just do it!
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...Need a creative Linkbait idea?
Björn Ühsshttp://[email protected]/faiMbcn
Co-Founder & Organiser of the monthlyWebBar mini-conferences of theWeb Marketing Group BarcelonaEncuentro de Marketingwww.WebBar.es
twitter.com/WebBarBCN