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GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
GSU - SEO & content strategy
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GSU - SEO & content strategy

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  • 1. Content Strategy & SEO ProcessJake Aull, GSU Social Media Marketing Course September 2011
  • 2. Intro… •  http://www.salesdnaltd.com/blog/what-was-it-you-wanted-to-sell-me/ •  http://prezi.com/c8ppuxcwvolu/intro-to-seo-meets-some/ •  T.O.C. –  Communications & Theory –  Writing Mechanics –  Web Marketing & SEO Objectives –  SEO Strategy & Plan –  SEO Stages of Execution –  SEO Details – Breakdown of Stages –  Review
  • 3. Communications Models & Theory
  • 4. Content Collaboration •  Audience involvement is highest when they "Join" communications: http://socmedgsucourse.files.wordpress.com/2010/10/mgmtcomm-ch3audanalysis.jpg
  • 5. Communications Models •  Broadcast (eyeballs; passive) vs two way collaborative communication (engagement; active) •  Talk to me vs. talk with me •  People want collaboration •  American Idol mobile voting blew away predictions. •  Canceled TV shows brought back due to viewer social media communications and demand
  • 6. Communications Models •  Writing for SEO - Writing for search engines vs. writing for readers - Latent Semantic Content - Facebook recommended sources and Google blocks •  IMC (integrated mktg)
  • 7. Content & Communities Heres the Zen of it - social media content progression evolves in a circle. My recommended stages: •  Listening (starting point: social sphere research and observation of your industry) •  Answers (your responses to industry questions across the social media sphere) •  Discussions (often on others communities) •  Shared Stories (with reader response) •  Whole, Themed Communities (you built it, they came) •  Customer-Driven Wikis and Communities (about your brand) •  Monitoring and Answering (back to start: the cycle begins again)
  • 8. Communications Models •  Legacy business similarities vs. Web 2.0 models: http://socmedgsucourse.files.wordpress.com/2010/10/legacy-vs-web2biz1a.png
  • 9. Communications & Honesty •  The global village? •  I leave a community, come back; people react to me as if I never left? •  Negativity in blogging, commenting, and how to respond –  iPhone and AT&T –  AT&T today
  • 10. Bad Examples
  • 11. Bad Examples
  • 12. Communications & Honesty •  The future of stealth marketing bloggers (does the public just accept this as part of blogosphere? Or keep fighting and whistleblowing? Class thoughts?)? •  “If you heard information about a company from each of these sources, how credible would it be?: A person like yourself 60%; An academic 54%; Financial or industry analyst 56%; Regular employee of a company 43%; CEO of a company 23%; Government official or regulator 21%; Blogger 11%.” (“The Social Pulpit: Barack Obama’s Social Media Toolkit”. Edelman. 2008, p. 6. http://blog.guykawasaki.com/OBAMA%20SNA%20Strategic_1.pdf )
  • 13. Communications & Honesty •  Wikileaks; “Apple Removes WikiLeaks App From App Store” (TechCrunch article; source in Recommended Sources blog page) •  Are social media channels just as susceptible to spam? –  Twitter blocking –  Future of spam & social media; does history repeat itself?
  • 14. Writing Mechanics
  • 15. Writing & Keywords •  Web page titles and relevant copy (latent semantic content) –  You can search for your blog phrase in search engine… •  Web writing with keywords –  Writing for audience or writing for search engines? –  Tone and positiveness –  Stealth marketing (reference case study) •  The traditional marketing funnel (eyeballs>>awareness>>consideration>>preference>>action>>loyalty>>buyers; from Groundswell) •  Clickstream and customer journey •  “Blogging” in the lost center of the funnel (consideration>>preference>>action) •  Keyword funnels
  • 16. Twitter/HootSuite review •  RTs/options •  List Twitter pgs for follow –  Paper.li •  Hash tags –  #FF, #MM, d, RT, etc. –  Hash tags as keywords •  Optimize keywords in Twitter profile descriptions •  URL shorteners and ht.ly
  • 17. Web Marketing & SEO Objectives
  • 18. SEO (& PPC) Objectivies - Page rank - Top/first page results goals - PPC and first-page real estate - PPC or SEM? - Groundswell case for blog advertising ROI
  • 19. SEO Strategy & Plan
  • 20. Keyword Discovery & Content Strategy •  PROBLEMS TO SOLVE: •  BENEFITS: –  Why should customers visit our site or buy our product? •  WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT? –  Tone of copy: •  MARKETING/DIGITAL STRATEGY: –  Existing: –  Proposed: •  POSITIONING STATEMENT OR USP:
  • 21. Customer Targeting & Journey •  TARGET AUDIENCE: –  CURRENT TARGET CUSTOMER BELIEF –  CURRENT TARGET CUSTOMER CLICKING/BUYING BEHAVIOR –  DESIRED FUTURE CUSTOMER BELIEF –  DESIRED FUTURE CUSTOMER CLICKING/BUYING BEHAVIOR •  WHY SHOULD CUSTOMER BEHAVE THIS WAY? •  TARGET CUSTOMER INSIGHT: •  KEYWORDS: –  Previous website & competitor keywords –  Client list –  Post-analysis recommendations
  • 22. SEO Web Page Plan
  • 23. SEO Stages of Execution
  • 24. The Stages of SEO •  Strategy & Discovery –  Keyword Analysis & discovery –  Marketing strategic alignment –  SEO plan –  Keyword/copywriting plan •  Implementation & Programming –  Coding keywords & tags –  Robot.txt file –  Search engine integrations –  Analytics integrations & auto-reporting –  Geo-local integrations –  Google Images, video, etc.
  • 25. The Stages of SEO •  Off-site Activities –  Local directories set-up –  Submission to social sites & social search engines –  Articles & PR publishing –  Obtaining links •  Ongoing Maintainance –  Reviewing analytics
  • 26. SEO Details – Breakdowns of Stages
  • 27. Keyword Discovery & Optimization •  Content/Inputs: –  Client measurement assessment –  SEO goals discovery –  Client-provided keywords assessed –  Content/keyword analysis of past client site –  Keyword research, analysis and comparison •  Tools: –  Pro SEO tools utilized: Google AdWords keyword tool, SEO Book Tools, iSpionage, Open Site Explorer –  .xls report downloads, aggregated spreadsheets •  Reports/Outputs: –  Competitor ranking report •  Backlinks –  Keyword effectiveness index/ranking reports –  Head and long-tail keyword weighting for optimal keywords/phrases –  KPIs and measurement plan –  SEO/keyword plans
  • 28. Website Submissions & Analytics Implementations •  Site Integrations & Submissions: –  Search engine submissions and verifications (Google, Bing, Yahoo!) –  Additional search engine tools implementations (e.g., Google Webmaster tools, Google Analytics) •  Analytics: –  KPI plan integration –  Keyword monitoring set-up (e.g., Google Alerts, SocialMention) –  Google analytics set-up –  Website auto reports set-up
  • 29. Website Development/Programming Aspects –  Robots.txt file creation/upload –  Sitemap.xml file created for search engines –  Maps/geo-local website tools integrations –  Website SEO implementation: •  title •  meta description •  meta keywords •  H1s/H2s (headlines) •  text editing •  Anchor links •  Image alt tags
  • 30. Off-Site Link Building & Brand-Owned •  Link Building: –  Quality and relevance over quantity –  Press release/white paper placement –  Social bookmarking (Del.icio.us) –  Submission to share sites (e.g., Digg, Technorati) –  Search engine local directories/site submissions (e.g., Yahoo! Local, InsiderPages, Yelp, etc.) •  Brand-side SEO simplified –  Copywriters who know your industry best –  Keyword evaluation –  Monitoring –  Sharing/link building
  • 31. Inbound & Social Links for SEO •  Inbound web links (a.k.a. backlinks and referrals) are vital. Heres why: –  They boost search engine rankings (both for the target website and themselves). –  They increase paths to the target - more ways and places for visitors to find the site. –  They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines).
  • 32. Inbound & Social Links for SEO –  Inbound links represent a solid, alternative (to in-site) web metric. They gauge the content value and referral traffic of a site in the online marketplace (especially valuable if there are issues with existing in-site SEO or analytics). –  They get shared among web users and multiplicity of network effects occurs.
  • 33. SEO Lead-Gen Funnel Analytics
  • 34. Review
  • 35. Review of Topics •  Why does social media change communications models? •  How to approach writing in social media… •  Why is it important to identify and align marketing and SEO objectives? •  How to form SEO Strategy & Plan •  What are the major stages of SEO execution?
  • 36. SummaryThe lesson of the 21st century is that people wantto be involved and contributing; they want to be“prosumers.” We see it in communications models,product sourcing/R&D, we see it in the success ofthe social media boom.

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