SEO vs SEF

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A structured and scalable approach to inbound marketing. A new way to look at SEO and Optimization. …

A structured and scalable approach to inbound marketing. A new way to look at SEO and Optimization.

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  • 1. SEO vs SEF - A structured and scalabe approach to inbound marketing SEO vs. SEF A structured and scalable approach to inbound marketing.Sandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 2. SEO vs SEF - A structured and scalabe approach to inbound marketing What is SEF?  Search Engine Friendly  All the content produced should be optimized and easy to index for search engines  All the department should adopt a SEF policy  All the departments should use a tracking framework  Standard practices like link building / buying are discharged  Create relationship in your industry between people, transfer this relationships on the webSandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 3. SEO vs SEF - A structured and scalabe approach to inbound marketing Traffic Sources We can divide the traffic source in three main areas:  Search  Links  Social MediaSandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 4. SEO vs SEF - A structured and scalabe approach to inbound marketing Search Divide your content in three types to target different segments:  Evergreen content • Industry guides • Best practices • Resources links • Ex: seomoz.org/directories  Industry trends • What’s hot now • Ex: practicalecommerce.com/articles/3504-Google-s-Over-Optimization- Penalty-an-Evolution-Not-Revolution  Industry focus keywords • What does our target group search for? • Ex: senature.com/sensemagazine/business-development/bedding-suppliers- 1204.htmlSandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 5. SEO vs SEF - A structured and scalabe approach to inbound marketing Links Create 4 types of content for your website and external ones:  Web Tools / Apps (provide embedded script and social sharing buttons) • Ex: Google Analytics URL creation  gaconfig.com/google-analytics-url-builder  Infographics (provide embedded script and social sharing buttons) • Ex: Color Psychology  Eblog.kissmetrics.com/color-psychology  Video (provide embedded script and social sharing buttons) • Ex: SEOmoz Whiteboards  seomoz.org/blog/6-changes-every-seo-should-make-before-the-over- optimization-penalty-hits-whiteboard-friday  Guest posting (link back + new people reach) • Ex: 3 SEO Tips for your Blog  newbizblogger.com/seo/seo-tips-implement-on-your-blogSandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 6. SEO vs SEF - A structured and scalabe approach to inbound marketing Social Media  Most diffused ones – Use them to publish all you content  Twitter - Used to engage with opinion leaders, build relationship and then get covered from them  Google Plus – Increase your followers to appear in Google Social Search resultsSandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 7. SEO vs SEF - A structured and scalabe approach to inbound marketing Planning  Write 3 internal article a week (1 of trends, 1 of evergreen content and 1 of industry keywords)  Produce 1 infographic a week  Produce 1 video a week  Post 1 guest post a week  Create 1 app a month  Use our social media to share all our content  Contact 1 new person a day via twitter  Run give-aways on Google PlusSandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 8. SEO vs SEF - A structured and scalabe approach to inbound marketing Results Targeting what people search and is hot at the moments will increase the number of keywords you are currently targeting. A SEF approach will make your content score good and be found, a diversity in content type will make you score for vertical segments (ex: Google Video and Google Images) and fill up the SERP moving your competitor further down. With social media you force the search results to show your site because the visitors “opted- in” via Google Plus for your content.Sandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 9. SEO vs SEF - A structured and scalabe approach to inbound marketing Side effects (good ones)  Writing about current trends will make you eligible to apply for Google News which can drive spikes of high amounts of traffic.  Creating web tools and evergreen content will provide a constant source of new links without any further effort.Sandro Lonardi – sandro@lonardi.org - https://lonardi.org
  • 10. SEO vs SEF - A structured and scalabe approach to inbound marketing Visit Lonardi.org To comment on this presentation and get your questions answered! The EndSandro Lonardi – sandro@lonardi.org - https://lonardi.org