DigitalSurrey March 2015 - Taking on the Giants

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How to Beat the Giants in the SERPsBy Ross Tavendale from IdeasMadeDigital

@theblueballroom

01252899950

www.theblueballroom.com

We are a communications agency with a

vision to make business better inside and

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• Internal Communications

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Digital Surrey

How to Beat the Giants in the SERPs

Who am I?

Not Tin Tin

@rtavs www.ideasmadedigital.com

I am not Tin Tin

http://www.ideasmadedigital.com

According to Tinder….

Long romantic walks

Hello! www.ideasmadedigital.com

Romantic Country Walks


Good food


Good Food


Sushi master


Love to Cook


I can cut some shapes


I can cut some shapes


My name is on the building at LBi









What do they have that you don’t?


Money

Brand influence

Enterprise level software

An army of people


What they have that you don’t want


Layers of bureaucracy

Large agency partners

Enterprise level software

Dolly Partons

An army of people


Typical agency setup


£20,000 retainer

200 hours

AM, PM, CS, CD

Dedicated department for everything

Constant impending sense of doom


What do you have that they don’t


Speed & agility

Sweat equity & skin in the game

Freedom

Good looks and a debonair attitude



Art Meets Science



Art

User first

UX design

Test and validate

2s to wow

Art of making something

user friendly


Science

Market demand?

Who’s causing the demand?

What do they like?

Who do they listen to?

How do we reach them?

The science of knowing as much

about those users as possible.

So we can get the end product

into as many of their hands as

possible.




Science First



Technical SEO


How can you capitalise on this behaviour?



Minor investment, maximum returns


VPS - £50

Screaming Frog - Free

Scrapebox - £30

Tag Manager – Free

Majestic SEO - £30


Perfect technical implementation


Webmaster Tools

On Page

Technical

Analytics


What gets measured……..


Tag Manager Event Listening

Find the HTML in your forms

Crawl with screaming frog

Create events based on what matters



Content Creation


Big Brand Scenario


Content calendar

Brand manager, channel manager, SEO

manager, social manager

Project Based – 250 landing pages

All onsite assets have an owner

Brand team have final sign off


Content Creation Hacks


Audit Your Assets

Repackage

Spend time on the setup, not the

execution

Curation vs Creation

Just ask someone else

Fiverr.com

Stay alert!


https://www.youtube.com/watch?v=ZrBmKRv35Ys&feature=youtu.be

Audit your assets


Screaming Frog

Images, video, logos, staff, illustrations,

articles, audio, etc.

Organise according to what can be

repurposed for different platforms


Video


All video transcribed and made into blog

posts

Use Speechpad

Take stills, turn them into animated GIFs

Strip Audio – turn into a podcast

Got a PPT presentation? Make it a video


http://www.speechpad.com/

Images


Use tools like Stipso when making

infographics

Create commentary on the data for blog

posts and press releases

Organise galleries according to search

demand

Use thing link for deep linked graphics

Use Canva for any graphic design job


http://www.stipso.com/

https://www.thinglink.com/

https://www.canva.com/

Creation vs Curation


Big media is just a big ole “curation” fest

Use Curation Soft

Keyword search for related content

Search Google, Amazon, Wikipedia,

RSS Feeds, Social Platforms, etc.

Try ego bait posts


http://tktk.gawker.com/my-year-ripping-off-the-web-with-the-daily-mail-online-1689453286

http://curationsoft.com/

Outsourcing


Fiverr.com

Programmatic Content

Student Writers & Internship Programs

All guest authors to post


https://www.youtube.com/watch?v=ZrBmKRv35Ys&feature=youtu.be


Link Aquisition


Big brand scenario


They have tools, lot of tools

Gorkana - £6000

Linkdex - £12,000 +

Jira - £30,000

Analytics - £100, 000


Tactics


Audit Your Assets

Reactive Link Building

PR

Using Social

Technical Link Building

Begging



Audit your assets


Images


Export all images to Image Raider

Use Scrapebox & Ontolo to find image,

icon & logo submission sites

Submit images to Tumblr blogs


http://www.imageraider.com/

http://ontolo.com/link-building-query-generator-V1

Articles


Sign up to Zemanta

Syndicate your news and blog posts

Create useful resource posts about

events in your industry

Giveaway tools and resources


http://www.zemanta.com/

Website Code


Create an Easter Egg

Sign up to Humans.txt

Create a hidden message in robots.txt

Use scrapebox to find CSS galleries and

website top 10 lists


http://humanstxt.org/

http://www.malcolmcoles.co.uk/blog/seo-job-mail-robots/

Products


iPad for a £50

Higgs Boson Particle Accelerator for

Sale

Leverage Reviews


https://econsultancy.com/blog/9324-tesco-ipad-3-pricing-error-accident-or-strategy/

https://twitter.com/ebuyer/status/220488238295552000

http://www.amazon.co.uk/Veet-Men-Hair-Removal-Cream/dp/B000KKNQBK

Reactive Link Building


#HARO

#prrequest

#journorequest

Media Requests

News Jacking (Google Doodle)

Polling (use Stipso)


Using Social


Followerwonk

Reactive Outreach

Buzzsumo

SEO Tools for Excel


PR


Everything is a story

Data Journalism

Outreach Accuracy is key

Use Scrapebox & Ontolo to find

magazines and publications that are

looking for contributors


Technical Link Building


Broken Link Building

Resource Link Building

Reclamation using Mention

Media Requests


Replicating their software


Followerwonk Bio Searches

Rapportive & Boomerang for Gmail

Import.io to easily extract data

Muckrack, Technorati & Alltop for

contact details


https://import.io/

http://muckrack.com/

http://technorati.com/

http://alltop.com/


Go beat the Giants!


Marketing

DigitalSurrey March 2015 - Taking on the Giants