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Digital Marketingand theSEO Balance<br />
Internet, Email, and Wireless<br />Evolved Marketing<br />80% of traffic is from search engines<br />Google has about 65.5...
Google is a great free resource:<br /> Google Webmaster Tools<br /> Google Places<br /> Google Analytics<br /> Google AdWo...
Identify Your USP<br /> Why do you deserve to rank?<br /> What makes you better than the competition?<br /> What makes you...
A Successful Marketing Plan is a Customized Mix of:<br /> Keyword Supporting Content<br /> Quality Inbound Links<br /> Sea...
Online Marketing Cycle<br />Research <br />keywords<br />competition<br />market<br />Optimization<br />on-site<br />socia...
Research: Keywords<br /> Google Keyword Tool<br /> Social Media<br /> search.twitter.com<br /> listen to market speak<br /...
Research: Competition<br /> Competition = Top Ranking Sites<br /> Competitor’s Social Media Sites<br /> Evaluate Competito...
Research: Market<br /> Social Media<br /> compliments<br /> complaints<br /> common problems<br /> Befriend a Librarian<br...
Optimization: The SEO Balance<br /><ul><li>Technical
Content
Links</li></li></ul><li>What the search engine sees<br />Optimization: Technical<br />
Optimization: Technical<br />Ask your developer / designer:<br /> Can I edit titles & meta tags?<br /> Custom 404?<br /> H...
Optimization: Technical<br />SEO Plugins for Blogs<br />HeadSpace 2<br /> SEO Slugs<br /> Sitemap Generator (html)<br /> G...
Technical Tools / Helpful Sites<br /> Google Webmaster Tools<br /> Google Guidelines<br /> SEO Starter Guide<br />Optimiza...
Optimization: Content<br />Build Site Around Themes<br />
Optimization: Content<br />Images<br />Videos<br />News<br />Shopping<br />Books<br />Places<br />Blogs<br />Realtime(curr...
Link Marketing is Social Networking<br /><ul><li>Quality not Quantity
Link TO other authority sites
Link TO related sites
Become influential and active in your social networks
Social media links DO help
Get Noticed
Be creative!
Don’t forget the “easy” links</li></ul>Optimization: Link Marketing<br />
Supporting Media<br />Examples of supporting media<br />Video<br />Images<br />Mobile <br />Blogs<br />Local search engine...
<ul><li> Image optimization
 Alt attribute (alternative text - required)
 Keywords in file name
 Text versus image
 Video
 Keywords in description
 Link to your site in description
 Google transcribe </li></ul>Supporting Media: Images and Video <br />
You See This Image… <br />
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Bloggy Conference SEO Presentation

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Transcript of "Bloggy Conference SEO Presentation"

  1. 1. Digital Marketingand theSEO Balance<br />
  2. 2. Internet, Email, and Wireless<br />Evolved Marketing<br />80% of traffic is from search engines<br />Google has about 65.5% market share<br />Moving target<br />Good content attracts visitors and links<br />Understanding Digital Marketing<br />
  3. 3. Google is a great free resource:<br /> Google Webmaster Tools<br /> Google Places<br /> Google Analytics<br /> Google AdWords<br /> Google Shopping<br /> Other Google Apps Calendar, Gmail, Docs, Alerts, Reader, Voice<br />GoogleApplicationsandTools<br />
  4. 4. Identify Your USP<br /> Why do you deserve to rank?<br /> What makes you better than the competition?<br /> What makes you different / unique?<br /> What is your specialized knowledge?<br />
  5. 5. A Successful Marketing Plan is a Customized Mix of:<br /> Keyword Supporting Content<br /> Quality Inbound Links<br /> Search Friendly Website<br /> Pay Per Click (Google AdWords)<br /> Local Search Marketing<br /> Social Networking<br /> Email Marketing<br /> ROI Analysis<br />Online & Social Media Marketing<br />
  6. 6. Online Marketing Cycle<br />Research <br />keywords<br />competition<br />market<br />Optimization<br />on-site<br />social accounts<br />LinkMarketing<br />get noticed<br />social networking<br />SupportingMedia<br />video on YouTube<br />social media sites<br />create external buzz<br />Analysis<br />review metrics<br />adjust strategy based on what’s working<br />
  7. 7. Research: Keywords<br /> Google Keyword Tool<br /> Social Media<br /> search.twitter.com<br /> listen to market speak<br />“Hints” from Google<br />Find topics to write about<br />Find products/services to review<br />Find related sites to market to/guest blog for<br />
  8. 8. Research: Competition<br /> Competition = Top Ranking Sites<br /> Competitor’s Social Media Sites<br /> Evaluate Competitor’s Content<br /> Google - allintitle:<br /> Yahoo! - linkdomain: <br />
  9. 9. Research: Market<br /> Social Media<br /> compliments<br /> complaints<br /> common problems<br /> Befriend a Librarian<br /> WhosTalkin.com<br /> SocialMention.com<br /> Survey your market<br />
  10. 10. Optimization: The SEO Balance<br /><ul><li>Technical
  11. 11. Content
  12. 12. Links</li></li></ul><li>What the search engine sees<br />Optimization: Technical<br />
  13. 13. Optimization: Technical<br />Ask your developer / designer:<br /> Can I edit titles & meta tags?<br /> Custom 404?<br /> How do you handle redirects?<br /> Sitemap creation? .xml .html<br /> Is there a robots.txt file? <br /> How do I edit the site?<br /> Can my SEO person make changes?<br />
  14. 14. Optimization: Technical<br />SEO Plugins for Blogs<br />HeadSpace 2<br /> SEO Slugs<br /> Sitemap Generator (html)<br /> Google XML Sitemaps<br />
  15. 15. Technical Tools / Helpful Sites<br /> Google Webmaster Tools<br /> Google Guidelines<br /> SEO Starter Guide<br />Optimization: Technical<br />
  16. 16. Optimization: Content<br />Build Site Around Themes<br />
  17. 17. Optimization: Content<br />Images<br />Videos<br />News<br />Shopping<br />Books<br />Places<br />Blogs<br />Realtime(currently not available)<br />Discussions<br />Recipes<br />Patents<br />
  18. 18. Link Marketing is Social Networking<br /><ul><li>Quality not Quantity
  19. 19. Link TO other authority sites
  20. 20. Link TO related sites
  21. 21. Become influential and active in your social networks
  22. 22. Social media links DO help
  23. 23. Get Noticed
  24. 24. Be creative!
  25. 25. Don’t forget the “easy” links</li></ul>Optimization: Link Marketing<br />
  26. 26. Supporting Media<br />Examples of supporting media<br />Video<br />Images<br />Mobile <br />Blogs<br />Local search engines<br />Coupon and Deal Sites<br />Social media <br />
  27. 27. <ul><li> Image optimization
  28. 28. Alt attribute (alternative text - required)
  29. 29. Keywords in file name
  30. 30. Text versus image
  31. 31. Video
  32. 32. Keywords in description
  33. 33. Link to your site in description
  34. 34. Google transcribe </li></ul>Supporting Media: Images and Video <br />
  35. 35. You See This Image… <br />
  36. 36. Use your alt tags and name the image with keywords so that it comes up in search and makes it readable for those who cannot view the images, such as the visually impaired who use reading machines. <br />But the Search Engines See This…<br />
  37. 37. Use the Transcription Button<br />
  38. 38. Don’t Forget a Link to Your Site!<br />
  39. 39. Use Your Keywords in Video’s Description<br />
  40. 40. Supporting Media: Mobile<br />Are your site visitors using mobile?<br />Mobile Site vs. Mobile App<br />What platform is best?<br />
  41. 41. You Could Be Missing Out on Traffic<br />
  42. 42. Define Focus and Direction<br />Long Tail<br />WordPress <br />Plug-ins<br />Akismet – combat comment spam<br />HeadSpace2 – SEO<br />Wordpress.com (their site)<br />Wordpress.org (install on your site - preferred)<br />Supporting Media: Blogs<br />
  43. 43. <ul><li>Claim your listings
  44. 44. Optimize
  45. 45. Positive reviews do help
  46. 46. Consistent listings build trust</li></ul>Supporting Media: Local Search<br />
  47. 47. Coupon and Deal Sites<br /><ul><li>Groupon, CincySavers, Living Social, CoupSmart
  48. 48. Prepare in advance
  49. 49. Know your break even point
  50. 50. Widely shared in social networks</li></ul>Supporting Media: Coupons and Deals<br />
  51. 51. Remember to add social elements<br />ShareThis<br />WordpressPlugins<br />Add “Like” buttonhttp://developers.facebook.com<br />Use your networks to connect<br />Link to social sites in email, print, from site, stickers, banners etc.<br />Supporting Media: Social Networks<br />
  52. 52. Google Analytics<br />Identify Key Performance Indicators<br />Know how to find them<br />Search traffic<br />Referrer traffic<br />Conversions<br />Keywords<br />Visitor map<br />Identify Potential Problems<br />Abandoned shopping cart<br />Page errors<br />Errors with forms<br />Analysis<br />
  53. 53. Network Size / Subscribers<br />Active vs. Total Members<br />New vs. Repeat Commentators<br />Quantity / Quality of Comments<br />Conversions<br /><ul><li>Contacts
  54. 54. Coupon redemption
  55. 55. Leads / Sales</li></ul>Brand mentions<br />Analysis: Key Performance Indicators<br />
  56. 56. Analysis: Tips<br />Don’t focus on proving direct ROI<br />Benefits are often secondary or tertiary<br />Focus on interaction, value of content, not numbers<br />Focus on Branding<br />Measure actions, not just size of network<br />Track your time/costs<br />Social Media is for conversation, not conversion<br />
  57. 57. Online Marketing Cycle<br />Research <br />keywords<br />competition<br />market<br />Optimization<br />on-site<br />social accounts<br />LinkMarketing<br />get noticed<br />social networking<br />SupportingMedia<br />video on YouTube<br />social media sites<br />create external buzz<br />Analysis<br />review metrics<br />adjust strategy based on what’s working<br />
  58. 58. Allison Kulage<br />(513) 402-2735<br />allison@bareknucklestrategy.com<br />BareKnuckleStrategy.comBareKnuckleStrategy.com/blogfacebook.com/BareKnuckleStrategy Twitter @BareKnuckleMktg<br />Thank you!<br />
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