1.The importance of content marketing and avoiding the wrath of GooglePresenter: Jose Tuchado Date: October 30th, 2013 Location: London

2. Who am I? Currently leading the SEO team at Expedia Entrepreneur with more than 15 years of experience in developing internet projects Ive started around 10 internet projects/companies Worked with companies such as Expedia, Thomas Cook, Delta Airlines, Travers Smith, Eurostar, etc Managed more than 150 people throughout my career Built my first website in 1996 Published my first book about Online Marketing in 1998 (in Spanish) Still remember when the Search Engine battle had several major playersTwitter: @TruchadoSEO http://about.me/TruchadoWhat am I going to talk about Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. 3. I created my first website in1 9 96 1 1 The phrase "content marketing" was used as early as 1996, when Rick Doyle led a roundtable for journalists at the American Society for Newspaper Editors 4. Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. William Henry Gates III - 1996Content Is kingBill Gates wrote an essay in 1996 titled Content is King something that, albeit overused and hated by some, still seems as relevant today as it was back in 1996http://classicweb.archive.org/web/20010126005200/http:/www.microsoft.com/billgates/colum ns/1996essay/essay960103.asp 5. Content &DistributionOutreachPR01 02 03 04 05 No content makes any sense if it doesnt reach its target audience. Think of your target audience Research what has already been done before Define your angle, be personal, be your own brand Be Social! Try sending your content out, get people interested on it.Any content strategy should be include a distribution strategy as wellViral 6. The power of people orWhat Susan Boyle Taught Me Social Media was no longer a means of sharing but a way of engaging people and building relationships that drive any website from obscurity to success 7. How do we useContent atRichard Rogers 8. ContentSuccess was driven but being able to have semi-relevant content for as many keyword combinations as possible For a organisations as big as Expedia, scalability of strategies is very important but Richard Rogers 9. We dont always get it right Often big brands suffer from their own success sometimes, but the important lesson is to learn from our mistakes and to not repeat them in the future 10. On a site as large as Expedia, a good part of the SEO strategy is preventing future penalisations by cleaning up legacy content that might be considered as spam by future updates or links that while worked in the past, but that might be penalised by penguin iterations. Content cleanup can also serve as a good link juice recall as pages that no longer exist may have had an authority that can be forwarded to fresher content.risk of penalisationUse GMT as a housekeeping tool that will allow you to find hidden pockets of link juice and potentially harmful linksalgorithm updates 11. When weve got anWhat do we do with it? 12. Lets look at the basicsWhat do people search for?Make sure your content is not duplicated original, compellingand fresh!!! 13. We also team with ourUsersThey can help us create better and more useful content. We use local experts to create content that will be relevant to user going to a destination. 14. Infographics Do they work? 15. InfographicLondon vs NY We created an infographic comparing both capitals to help indecisive travelers to choose one destination or the other. The infographic was distributed through PR channels and was published by several important media websites such as Time Out.Concept: Date: Cost: Services:London NY comparison 2012 $750 Link Building PRhttp://now-here-this.timeout.com/2013/03/06/infographic-london-vs-nyc-in-numbers/ 16. London VideosLondon Videos For the London Olympics we collaborated with PR, Email Marketing and PPC to produce a series of videos about attractive places in London The videos where subtitled in 9 different languages and although in some countries were more successful than others they resulted in an average of 10 30 linksfrom media outlets per videoConcept: Date:Tourist Videos 2012Cost:$400Clients:9 different Expedia POSServices:http://www.youtube.com/watch?v=p2BJqbmk5Dw Link Building PR Email Content 17. Bloggers outreach Relationships with bloggers can be mutually beneficial but its all about the relationship you build with them and how you collaborate, it doesnt have to always end in a link to your site. 18. Hummingbird UpdateHummingbird is paying attention to every word in a query, rather than particular words trying to understand the meaning of the query and the intent of the searcher 19. Create content forPeople As Google understands more the users intent when searching, website owners are more in need of unique expert content that will attract people to their sites. Providing that kind of content ensures a long lasting presence in search results. 20. 4 steps think & listenBe creative but think of the person that will use your content, many times we concentrate in ideas that would work for us but may not work for other users, know your target and make sure you offer something he or she is interested inThat will allow you to create content that wont ever get penalisedresearchOne you define your own brand and your unique selling points research what people are searching for when searching for the content you are producing, try to give it a twist so you are not offering the same thing your competitors are usingengagedistributeSocial is a great tool, not only for marketing your site to your target audience but also as a research tool. Learn who is an influencer in your sector and engage with them, perhaps a piece of content written by an influencer will work better than those dodgy links you are building. its not always about you placing content in other peoples sites.No matter how big your budget is, find means to distribute your content, if you have done a good job in the previous step you have done half the work. Remember that your content is no good if it cant be found. 21. Thank you Find me in http://about.me/truchado Twitter: TruchadoSEO Email: jose@truchado.comLinkedIn: http://uk.linkedin.com/in/josetruchado/