Last night, the Boston SEO Meetup group met at the Robbins Library in Arlington, MA. About 50 local SEO professionals and enthusiasts gathered to network and discuss all things related to Search Engine Optimization. The evening featured a guest speaker, Eric Enge of Stone Temple Consulting & Co-author of The Art of SEO. Eric has been in the tech industry for over 30 years. Initially a software engineer, he switched gears to SEO in 2002 and hasn’t looked back.
The topic of the evening was Winning Content Marketing Strategies and How to Scale Them. Eric broke down the different components of successful content marketing campaigns, explained how content marketing works to drive traffic, and why you need to be doing it. Some highlights from his presentation included:
Social Media and an Integrated Content Strategy
Using social media to promote content is a big part of your content strategy. In that content will be shared across multiple platforms, you need to have an integrated content strategy in place to make sure your topics are consistent across all channels.
AuthorRank and Verified Online Profiles
Google’s AuthorRank connects your Google+ profile to the content you create. In Eric’s most recent blog post, he quotes Eric Schmidt, Executive Chairman of Google on the importance of establishing authorship.
“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results.”
There are two main components of guest blogging that you need to focus on. They are:
1) Producing high quality content.
2) Making sure the content gets posted to high quality sites.
The sites you post to are just as important as the content you create. The sites you choose to place guest content on need to be highly trusted, produce great content regularly, and are thought leaders in their respective industries.
Brick Marketing, refreshment sponsor of the evening, actually interviewed Eric back in April. In the interview he provides a great explanation on unique versus differentiated content and how to stand out against the other thousand pieces of content on the web. You can read more of the interview here: http://www.brickmarketing.com/blog/eric-enge.htm.
The presentation concluded with Eric in the “hot-seat,” answering questions from the room. One of the most memorable quotes of the evening from Eric, regarding making connections was “Face to face is still the best way to build relationships. Nothing in our digital world is going to change that.”
The next SEO Meetup will take place at the Robbins Library in Arlington, MA on Monday, August 5. It will feature guest speaker Suzanne McDonald, Chief Content Strategist at Designated Editor and founder of Newport Interactive Marketers.
In the wake of the Google Penguin updates every site owner needs to conduct a full link audit to evaluate the quality of their link profile. If you’ve been hit by a penalty you’ve probably already started this process in order to help your website recover. And even if you haven’t been hit it’s important that you continually monitor your link profile to make sure you won’t get nailed somewhere down the line.
Here is a step by step breakdown of how you would conduct a full link audit: Read more