Matt Beswick-Get More from your Content, Embrace your Inner Geek

Transcript

1. Get More From Your Content: Embrace Your Inner Geek. by Matt Beswick, aged 31 and a half.
2. I have a confession. @mattbeswick
3. My friends and family have known this for a LONG time. @mattbeswick
4. I’m a geek. @mattbeswick
5. From building crap batch programs when I was 12... @mattbeswick
6. To being part of a text-based game when I was 15... @mattbeswick
7. To a hacked together Facebook game that changed my life. @mattbeswick
8. A Story of Growth... @mattbeswick
9. I’m a FAKE geek.
10. SELECT * FROM table! WHERE! username! LIKE! ‘%$username%’ @mattbeswick
11. Eventually I make stuff work. @mattbeswick
12. THIS IS MY CALL TO ARMS @mattbeswick
13. So don’t be scared… @mattbeswick
14. Being a geek helps make life easier. @mattbeswick
15. Being a geek saves you huge amounts of time. @mattbeswick
16. Here We Go! @mattbeswick
17. Crafting Stories @mattbeswick
18. Get Links @mattbeswick
19. Get Noticed @mattbeswick
20. Surveys FTW @mattbeswick
21. Single vs. Multiple @mattbeswick
22. @mattbeswick A List of Answers
23. @mattbeswick Multiple Questions = Crosstabs
24. It’s all about the idea, and the story. @mattbeswick
25. @mattbeswick Take The Answers & Look For Trends
26. @mattbeswick Create a list of the most interesting findings
27. Finally, get your creatives to do their thing @mattbeswick
28. Finally, get your creatives to do their thing
29. http://www.tecmark.co.uk/smartphone-­‐usage-­‐data-­‐uk-­‐2014/
30. This is the post. BBC? TV Coverage??
31. Lessons Learned @mattbeswick
32. 1. Unique data is great for outreach @mattbeswick
33. 2. You’re looking for a story @mattbeswick
34. 3. Where possible, include the data @mattbeswick
35. 4.Follow @staceycav @mattbeswick
36. Scraping @mattbeswick
37. Disclaimer: Google Don’t Like You Doing This @mattbeswick
38. Stealing Is Naughty @mattbeswick
40. @mattbeswick
41. http://www.targetlocal.co.uk/tools/ simple-serp-scraper/ You could use software… @mattbeswick
42. Where’s the fun in that? @mattbeswick
43. It’s Geek Time! @mattbeswick
44. PHP == Good @mattbeswick
45. http://www.google.com/search? hl=en&pws=0&q=searchlove 1. Google URL @mattbeswick
46. $html = file_get_contents($url_check); 2. Get the HTML @mattbeswick
47. @$dom->loadHTML($html); 3. Load the HTML @mattbeswick
48. $xpath = new DOMXPath($dom); 4. Convert to XPath @mattbeswick
49. $xpath->evaluate("//div[@id='search']// h3/a/@href"); 5. Grab the Results @mattbeswick
50. Success!? http://www.shutterstock.com/gallery-­‐667657p1.html?cr=00&pl=edit-­‐00 @mattbeswick
51. Cue Tumbleweed… @mattbeswick
52. The power comes when you do it en-masse @mattbeswick
53. “Online Share Trading” Example:
54. 1. Take the top keywords for your client / site @mattbeswick
55. 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
56. 2. Scrape page 1 for each of these phrases @mattbeswick
57. @mattbeswick
58. 3. Get an overall view of who your competitors really are @mattbeswick
59. @mattbeswick
60. You now know who you’re up against @mattbeswick
61. Let’s Take 5… @mattbeswick
62. @mattbeswick
63. This could get messy @mattbeswick
64. @mattbeswick Some Data Your Code Cool Stuff APIs (over) Simplified
65. @mattbeswick Not just for
 geeks* *Knowing how   to code helps.
66. @mattbeswick Get your 
 learning on…
67. Building a Request @mattbeswick
68. Here’s what you get…
69. Which is the same as this @mattbeswick
70. http://api.sharedcount.com/? url=http://www.distilled.net Social Data? No Problem @mattbeswick
71. Here’s What We Get @mattbeswick
72. 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
73. … 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
74. Twitter API – Get Tweets by Search – e.g. “SearchLove” @mattbeswick
75. How about we do this for the speakers? @mattbeswick
76. Here’s some top level data for them… @mattbeswick
77. What are they reading? @mattbeswick
78. And look for sites that we should be publishing on. @mattbeswick
79. Suggested Viewing – Richard Baxter http://www.slideshare.net/seogadget/really-targeted-outreach-from-richard-baxter-seogadget
80. Everything else basically involves stealing stuff. @mattbeswick
81. Let’s steal some keywords @mattbeswick
82. 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
83. Use the SEMRush API to grab their paid and organic keywords @mattbeswick
84. 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
85. Which gives us this… @mattbeswick
86. And in the end we have a spreadsheet! @mattbeswick
87. Let’s order by ‘total competitors’ @mattbeswick
88. Or by landing page to identify groupings @mattbeswick
89. Want to take it a step further? @mattbeswick
90. Drop those landing pages into URLProfiler
91. Generate Screenshots @mattbeswick
92. You now know what they’re bidding on… … and their landing pages
93. If that doesn’t generate ideas, nothing will. @mattbeswick
94. Flick Through & Pick Out Great Landing Pages More Tumbleweeds? @mattbeswick
95. “We’re just here for the links” @mattbeswick
96. Let’s steal those too then. @mattbeswick
97. *Knowing how to code helps http://moz.com/products/api http://developer-­‐support.majesticseo.com/ Our Heroes!
98. Take our list of competitors again… @mattbeswick
99. In the background $parameters["item"] = $url;! $parameters["datasource"] = "fresh”;! $parameters["Mode"] = 1;! $parameters["Count"] = 10000;! $parameters["MaxSourceURLsPerRefDomain"] = 1;! $parameters["MaxSameSourceURLs"] = 1; @mattbeswick
100. In the background $api_service = new APIService(MAJESTIC_APP_API_KEY, MAJESTICSEO_ENDPOINT);! ! $response = ! $api_service- >executeOpenAppRequest("GetBackLinkData", $parameters, MAJESTIC_ACCESS_TOKEN); @mattbeswick
101. We get a nice big list…
102. But there’s LOADS of crap @mattbeswick
103. @mattbeswick Export to Excel & Filter
104. So we can now steal their keywords, and their links...
105. @mattbeswick Let’s talk about the bigger picture
106. @mattbeswick It’s that word again
107. @mattbeswick This is what Google wants http://www.shutterstock.com/gallery-790342p1.html?cr=00&pl=edit-00
108. @mattbeswick Being a liar isn’t an option any more
109. @mattbeswick Combining all of the above helps you build networks to build your brand.
110. API Examples http://www.mattbeswick.co.uk/big-list-of-apis/
111. One Last Bright Idea
112. Analyse a page for topics Get that list and store it Use it as a basis for outreach
113. An example Textwise Response…
114. Don’t Forget Your Spider @mattbeswick
115. 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
116. … here’s an example of what you get... @mattbeswick
117. One Problem…
118. Textbroker = $1000+/mth @mattbeswick
119. Matt Beswick Hidden Pixel @mattbeswick matt@hiddenpixel.com FREE STUFF! http://www.hiddenpixel.com/SL2014/