This is a starter's guide tutorial for how businesses can improve their website ranking using ethical Search Engine Optimization (SEO) best practices. If you are just getting into the Web 2.0/SEO
This is a starter's guide tutorial for how businesses can improve their website ranking using ethical Search Engine Optimization (SEO) best practices. If you are just getting into the Web 2.0/SEO world, this is where you want to start!
How To Build an Inbound Marketing Strategy Part 1: Get Found! Building an Effective Website www.kechange.com firstname.lastname@example.org
Welcome! If you are just starting out developing your Internet Marketing Strategy, eBook will help get you on your way. This Starter’s Guide will teach you the first of three key components to a successful Inbound Marketing Strategy… In this eBook… Get Found! Build an Effective Website Write Unique, Informative Content Select Keywords for each Webpage Use SEO Elements Blog Build Inbound Links Promote through Social Media
Get Found! Building an Effective Website This best part of Internet Marketing is that most of these tools are offered free of charge or cost a fraction of traditional marketing methods. As the saying goes, with Internet Marketing you can drive up to ¾ more business at a ¼ of the cost of traditional marketing. This is because with Internet Marketing new customers come to you. It All Starts with the Website… The first step in any successful Internet Marketing Strategy is to have an effective website. An effective website accomplishes two things… 1. Promotes unique, informative content in a timely manner 2. Is properly optimized to be found by Search Engines (SEO) Let’s take a look at how we can effectively accomplish both these things… “They’re sitting out there… are you gonna take them?”
Get Found! Step 1: Write Unique, Informative Content Great content on a website must accomplish two things. It must be informative and engaging for the reader but at the same time be formatted to be found by search engines. How can you accomplish both at the same time? Edward Boches from Mullen Agency, suggests that the best way to write content is to seek to, “inspire others to share because they see something so valuable, or funny, or rewarding, that they think they’ll do their friends or colleagues a favor by passing it on to them.” You’re not writing to sell a product anymore, you’re writing to inform. How to Write to Inform You are more likely to earn your consumers’ trust if they think you are looking out for their best interest, not simply trying to close a sale. It’s a small distinction, but it makes a big difference. For instance, say you are selling snow scrappers, if you wanted to write to inform you may consider…
Writing a product description of your different snow scrappers that includes reviews written by satisfied customers
Recognizing that your customers exist to do more than just scrape snow off their cars, and provide content about other relevant, useful information such as snow forecasts, tips for winterizing your car, and techniques for driving in bad weather
Get Found! Step 2: Select Unique Keywords for Each Webpage So now you’ve written your inspiring, shareable content. But that’s only half the battle. You need to make sure Google and the other search engines like your website as much as your readers do. To help with that we employ a unique keyword phrase for each page . A keyword phrase is a 3-5 word combination that summarizes what the content on that webpage is about. Giving each page a specific keyword focus accomplishes three major things... 1. Concisely tells search engines what each webpage is about 2. Increases your chance of being found by someone on the Internet by using a long tail approach 3. Prevents pages on your site from competing with each other for the same search queries How to Pick the Right Keywords Ask yourself what is the central idea of this webpage? Identify any industry terms people might use when searching for this information. Develop a concise, succinct, and specific keyword phrase. EXAMPLE: “plastic snow scrappers with brushes” Seek to employ this phrase wherever possible throughout your text (careful not to overdo it, people still need to read this thing) Pepper the other SEO Elements with your keyword phrase (we’ll get to this later)
Get Found! Step 3: Use the SEO Elements When promoting the great content on your website, there are 5 main SEO Elements that you can directly control. They are (in order of importance)… 2. Title Tag -the header that is displayed at the top of a Web Browser (usually the Keyword Phrase) 1. URL (web address) -URL should be succinct and contain words that are relevant to the content on the page 4. The Alt Text -a written description (5-7 words) of an image on a webpage. Search Engines use the Alt Text to “see” the image 3. The H1 Header -the main phrase that proceeds the content of the webpage (usually contains the keyword phrase) 5. The MetaDescription- a text summary of about 150 characters that explains what your page is about. It is often displayed on a Search Engine Results Page to describe your website
Get Found! Step 4: Start Blogging Now that your site is up and running, you need to continuously produce content. Sites that remain unchanged quickly become stale, unpopular and obsolete. Blogs are the easiest way to prevent this. Deciding what to blog about is as simple as writing about something you enjoy. The best blogs combine a passion with an expertise. You want to be producing at least 1 blog a week when you start. How to Write a Great Blog - make a writing schedule and stick to it - write in a personable, but professional tone - link to sites where you got information or that you reference for additional insight. - create catchy headlines to grab your reader’s attention Good: The Three Best Snow Scrappers for this upcoming Winter (uses relevant keywords) Bad: Everyone’s Nightmare, Stuck in a Snowstorm with No Way to Clear Your Windshield (creative, but too long and uses irrelevant terms)
Use Social Media Sites to promote each blog posting (more on this later)
Get Found! Step 5: Building Inbound Links Inbound links are an important factor used by search engines like Google when determining how to rank websites for a search term. Building links requires patience and discipline. You must learn who your audience is and then work hard to establish yourself as a trusted voice in your field. Only after you have achieved that social credit will you see sites beginning to link to you. How to Build Links KēChangerecommends following our Link Building Flow Chart…
Get Found! Step 6: Promoting with Social Media You can’t keep up with all of the different Social Media Sites that are out there, but it’s unwise to ignore them all as well. You can maximize the time you spend engaging on the internet if you can find the proper channels to speak with your consumers. Our Social Media Demographic Chart can help determine where your consumers are interacting online. The 3 Rules of Social Media Engagement It’s impossible to succinctly explain the proper way to communicate among all the different Social Media Sites, as each uses a different set of rules and social code. However, there are three universal truths that apply to all these forums… 1. Be transparent- be honest about who you are and what you are trying to do. Dishonesty kills credibility. 2. Seek to Inform- don’t try to sell a product, try to share information. 3. Remain Responsive- listen to the conversations that are happening and see where you can insert a valuable piece of information. Addressing the needs of your community is the best way to earn social credit.
Thank You! We hope that you have found this eBook to be a valuable resource to help you on your way of “Getting Found” on the Internet. But realize that Getting Found is only just the beginning. Stay tuned for our eBooks on “Converting” and “Optimizing” the other two parts of every Internet Marketing Strategy. Please do not hesitate to contact KēChange with any questions you may have regarding Internet Marketing Strategy. There is a lot of information here and a lot of these techniques go much deeper than a slide to fully understand. Email us to learn more about taking your business to the next level. SJ Petteruti Director of Business Development email@example.com