Get More From Your Content: Embrace Your Inner Geek.

Понравилась презентация – покажи это...

Слайд 0

Get More From Your Content: Embrace Your Inner Geek. by Matt Beswick, aged 31 and a half.

Слайд 1

I have a confession. @mattbeswick

Слайд 2

My friends and family have known this for a LONG time. @mattbeswick

Слайд 3

I’m a geek. @mattbeswick

Слайд 4

From building crap batch programs when I was 12... @mattbeswick

Слайд 5

To being part of a text-based game when I was 15... @mattbeswick

Слайд 6

To a hacked together Facebook game that changed my life. @mattbeswick

Слайд 7

A Story of Growth... @mattbeswick

Слайд 8

... and ridiculous levels of engagement. @mattbeswick

Слайд 9

I’m a FAKE geek.

Слайд 10

SELECT * FROM table WHERE username LIKE ‘%$username%’ @mattbeswick

Слайд 11

Google Apps Scripts: Confusing. @mattbeswick

Слайд 12

Eventually I make stuff work. @mattbeswick

Слайд 13

So don’t be scared… @mattbeswick

Слайд 14

THIS IS MY CALL TO ARMS @mattbeswick

Слайд 15

Being a geek helps make life easier. @mattbeswick

Слайд 16

Being a geek saves you huge amounts of time. @mattbeswick

Слайд 17

But more importantly helps you get noticed. @mattbeswick

Слайд 18

First. Imagine… @mattbeswick

Слайд 19

#searchloveselfie @mattbeswick

Слайд 20

We’ll come back to that later @mattbeswick

Слайд 21

Here We Go! @mattbeswick

Слайд 22

Crafting Stories @mattbeswick

Слайд 23

Get Links @mattbeswick

Слайд 24

Get Noticed @mattbeswick

Слайд 25

Surveys FTW @mattbeswick

Слайд 26

Single vs. Multiple @mattbeswick

Слайд 27

@mattbeswick A List of Answers

Слайд 28

@mattbeswick Multiple Questions = Crosstabs

Слайд 29

It’s all about the idea, and the story. @mattbeswick

Слайд 30

@mattbeswick Take The Answers & Look For Trends

Слайд 31

@mattbeswick Create a list of the most interesting findings

Слайд 32

Finally, get your creatives to do their thing @mattbeswick

Слайд 33

Finally, get your creatives to do their thing

Слайд 34


Слайд 35

This is the post. BBC? TV Coverage??

Слайд 36

Lessons Learned @mattbeswick

Слайд 37

1. Unique data is great for outreach @mattbeswick

Слайд 38

2. You’re looking for a story @mattbeswick

Слайд 39

3. Where possible, include the data @mattbeswick

Слайд 40

4.Follow @staceycav @mattbeswick

Слайд 41

Scraping @mattbeswick

Слайд 42

Disclaimer: Google Don’t Like You Doing This @mattbeswick

Слайд 43

Stealing Is Naughty @mattbeswick

Слайд 44

Слайд 45


Слайд 46

http://www.targetlocal.co.uk/tools/simple-serp-scraper/ You could use software… @mattbeswick

Слайд 47

Where’s the fun in that? @mattbeswick

Слайд 48

It’s Geek Time! @mattbeswick

Слайд 49

PHP == Good @mattbeswick

Слайд 50

http://www.google.com/search?hl=en&pws=0&q=searchlove 1. Google URL @mattbeswick

Слайд 51

$html = file_get_contents($url_check); 2. Get the HTML @mattbeswick

Слайд 52

@$dom->loadHTML($html); 3. Load the HTML @mattbeswick

Слайд 53

$xpath = new DOMXPath($dom); 4. Convert to XPath @mattbeswick

Слайд 54

$xpath->evaluate("//div[@id='search']//h3/a/@href"); 5. Grab the Results @mattbeswick

Слайд 55

Success!? http://www.shutterstock.com/gallery-667657p1.html?cr=00&pl=edit-00 @mattbeswick

Слайд 56

Cue Tumbleweed… @mattbeswick

Слайд 57

The power comes when you do it en-masse @mattbeswick

Слайд 58

“Online Share Trading” Example:

Слайд 59

1. Take the top keywords for your client / site @mattbeswick

Слайд 60

best online share trading online share trading online share trading uk share trading share trading account share trading online shares trading trade shares online trading shares trading shares online uk share trading @mattbeswick

Слайд 61

2. Scrape page 1 for each of these phrases @mattbeswick

Слайд 62


Слайд 63

3. Get an overall view of who your competitors really are @mattbeswick

Слайд 64


Слайд 65

You now know who you’re up against @mattbeswick

Слайд 66

Let’s Take 5… @mattbeswick

Слайд 67

… Seconds @mattbeswick

Слайд 68


Слайд 69

This could get messy @mattbeswick

Слайд 70

Some Data Your Code Cool Stuff APIs (over) Simplified @mattbeswick

Слайд 71

Not just for geeks* @mattbeswick *Knowing how to code helps.

Слайд 72

@mattbeswick Get your learning on…

Слайд 73

Building a Request @mattbeswick

Слайд 74

Here’s what you get…

Слайд 75

Which is the same as this @mattbeswick

Слайд 76

http://api.sharedcount.com/?url=http://www.distilled.net Social Data? No Problem @mattbeswick

Слайд 77

Here’s What We Get @mattbeswick

Слайд 78

Again, doing this for one URL isn’t very powerful… http://i.dailymail.co.uk/i/pix/2010/12/20/article-1340131-0C8A6AA5000005DC-966_634x421.jpg @mattbeswick

Слайд 79

… but when you do it for the masses you start to learn things. http://www.shutterstock.com/gallery-667393p1.html?cr=00&pl=edit-00 @mattbeswick

Слайд 80

Twitter API – Get Tweets by Search – e.g. “SearchLove” @mattbeswick

Слайд 81

How about we do this for the speakers? @mattbeswick

Слайд 82

Here’s some top level data for them… @mattbeswick

Слайд 83

What are they reading? @mattbeswick

Слайд 84

And look for sites that we should be publishing on. @mattbeswick

Слайд 85

Suggested Viewing – Richard Baxter http://www.slideshare.net/seogadget/really-targeted-outreach-from-richard-baxter-seogadget

Слайд 86

Everything else basically involves stealing stuff. @mattbeswick

Слайд 87

Let’s steal some keywords @mattbeswick

Слайд 88

Take our list of competitors from earlier… Only use NICHE competitors tddirectinvesting.co.uk money.co.uk iii.co.uk hl.co.uk thisismoney.co.uk selftrade.co.uk @mattbeswick

Слайд 89

Use the SEMRush API to grab their paid and organic keywords @mattbeswick

Слайд 90

http://api.semrush.com/ ?type=domain_organic &key=YOUR_API_KEY &display_limit=500 &export_columns=Ph,Po,Nq,Cp,Ur &domain=selftrade.co.uk &database=uk In the background we’re doing this… @mattbeswick

Слайд 91

Which gives us this… @mattbeswick

Слайд 92

And in the end we have a spreadsheet! @mattbeswick

Слайд 93

Let’s order by ‘total competitors’ @mattbeswick

Слайд 94

Or by landing page to identify groupings @mattbeswick

Слайд 95

Want to take it a step further? @mattbeswick

Слайд 96

Drop those landing pages into URLProfiler

Слайд 97

Generate Screenshots @mattbeswick

Слайд 98

You now know what they’re bidding on… … and their landing pages

Слайд 99

If that doesn’t generate ideas, nothing will. @mattbeswick

Слайд 100

Flick Through & Pick Out Great Landing Pages More Tumbleweeds? @mattbeswick

Слайд 101

“We’re just here for the links” @mattbeswick

Слайд 102

Let’s steal those too then. @mattbeswick

Слайд 103

*Knowing how to code helps. http://moz.com/products/api http://developer-support.majesticseo.com/ Our Heroes!

Слайд 104

Take our list of competitors again… @mattbeswick

Слайд 105

In the background $parameters["item"] = $url; $parameters["datasource"] = "fresh”; $parameters["Mode"] = 1; $parameters["Count"] = 10000; $parameters["MaxSourceURLsPerRefDomain"] = 1; $parameters["MaxSameSourceURLs"] = 1; @mattbeswick

Слайд 106

In the background $api_service = new APIService(MAJESTIC_APP_API_KEY, MAJESTICSEO_ENDPOINT); $response = $api_service->executeOpenAppRequest("GetBackLinkData", $parameters, MAJESTIC_ACCESS_TOKEN); @mattbeswick

Слайд 107

We get a nice big list…

Слайд 108

But there’s LOADS of crap @mattbeswick

Слайд 109

@mattbeswick Export to Excel & Filter

Слайд 110

So we can now steal their keywords, and their links...

Слайд 111

@mattbeswick Let’s talk about the bigger picture

Слайд 112

@mattbeswick It’s that word again

Слайд 113

@mattbeswick This is what Google wants http://www.shutterstock.com/gallery-790342p1.html?cr=00&pl=edit-00

Слайд 114

@mattbeswick Being a liar isn’t an option any more

Слайд 115

@mattbeswick Combining all of the above helps you build networks to build your brand.

Слайд 116

One Last Bright Idea

Слайд 117

Analyse a page for topics Get that list and store it Use it as a basis for outreach

Слайд 118

An example Textwise Response…

Слайд 119

Don’t Forget Your Spider @mattbeswick

Слайд 120

Keep on crawlin’! Build up a searchable database of sites Use that db as a basis for outreach … and also check who they link to. Crawl each of those sites and check for topics… Start with a ‘seed’ list of sites

Слайд 121

… here’s an example of what you get... @mattbeswick

Слайд 122

One Problem…

Слайд 123

Textbroker = $1000+/mth @mattbeswick

Слайд 124

#searchloveselfie @mattbeswick

Слайд 125

API Examples http://www.mattbeswick.co.uk/big-list-of-apis/

Слайд 126

Matt Beswick Hidden Pixel @mattbeswick matt@hiddenpixel.com FREE STUFF! http://www.hiddenpixel.com/SL2014/