Dragon Marketing Tactics: Creating Content that Works

Dragon Marketing Tactics: Creating Content that Works

CSGS Conference 2012

Denise Purtzer Channel Development Manager, MyCommerce/Digital River

Marketing Topics 2012

Change: Search Rules

What Panda has taught us

> Importance of Bounce rate

> Use engagement related metrics on Google Analytics

> Panda removes ability to use cheat (Black Hat)Tactics

> Removing "bad" content and placing on subdomain doesn't fix problem

> Link-bait tactics no longer work > High bounce rate effects SERPs/rank

> De-indexing

> Many massive sites cut up to 75% of their pages/content > Eliminate all duplicate content > Importance of unique content > Quality over quantity

> Rewards for diversified traffic stream

> Social "likes" build confidence in your site

What we've learned from Panda

SEO--Basic practices

> Tactics have not changed much > Create content for people not machines > Quality over Quantity > Unique Content

> Create something new, something readers can't find elsewhere > Never ever copy content from other sources

> Utilize free Google Analytics Tools

> Know who your audience is > Where they come from > What they are looking for

> Create content on your site to reflect these things > Drive traffic to your site

Study: Google Analytics

Focus on behavioral metrics lab Found low quality content in about 60-70% abandonment Create content for People not Machines > Guideline: 400-600 words per page

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