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Integrated Content + SEO + Communication =
 

Integrated Content + SEO + Communication =

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What is your current cost of traffic? ...

What is your current cost of traffic?
How much do you spend on SEO? [A]
How much do you spend on content creation? (If you do not spend monthly, take an average of last six months) [B]
How much time (=money) do business teams spend providing content for their sections, or marketing team providing guidance/strategic inputs? [C]

How much organic traffic do you get on the site? [D]

Cost of traffic = D / (A + B + C)
1. Content: What To Write About? (1/4)
1. Content: Types of Content (2/4)
1. Content: How Much is Enough? (3/4)
1. Content: Content Addition, Updates? (4/4)
2. SEO: Let People Find You (1/5)
2. SEO: Some Facts (2/5)
2. SEO: Get On-Page Right (3/5)
2. SEO: Get On-Page Right (4/5)
2. SEO: Get Off-Page Right (5/5)

Goal: Increase referral and returning traffic to the site, through improved communication

Speak in a manner that connects with your users
Speak about what is of value to your users
Make it easy for your users to get to the core message

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    Integrated Content + SEO + Communication = Integrated Content + SEO + Communication = Presentation Transcript

    • Increasing ROI of Digital Marketing, Part IIIntegrated Content + SEO + Communication = Improved Website ROI, for increased traffic and conversions on your site Do you want traffic on your site? © 2006 Confidential | Think Innovation 1
    • Speaker – Nimish Vohra Vice President and Country Head at Regalix Inc. Decade of experience in Digital Marketing, Human Factors and Creative design Previously with StarTV (one of the largest Entertainment and Media companies) as Program manager for the R&D and production of next generation Cable/Satellite Television programs Built ChaiTime, a large online community of NRIs Worked as Creative Lead in agencies with many of his creations going on to become memorable house-hold names and still featured on several Asian Networks Masters Degree in Industrial Design from IIT Mumbai and an Engineering Major © 2006 Confidential | Think Innovation 2
    • This? No problem! As easy as 1, 2, 3…© 2006 Confidential | Think Innovation 3
    • 1. Say something! (Website Content) 2. Can people find you? (Website SEO) ! 3. What you say – does it make sense to people? (Communication)© 2006 Confidential | Think Innovation 4
    • First, Get Your Bearings RightWhat is your current cost of traffic?  How much do you spend on SEO? [A]  How much do you spend on content creation? (If you do not spend monthly, take an average of last six months) [B]  How much time (=money) do business teams spend providing content for their sections, or marketing team providing guidance/strategic inputs? [C]  How much organic traffic do you get on the site? [D]  Cost of traffic = D / (A + B + C) Goal: Basis recommendations in this webinar target to reduce the cost to 20% of the current cost, within 2-3 quarters © 2006 Confidential | Think Innovation 5
    • 1. Say something! (Website Content) 2. Can people find you? (Website SEO) ! 3. What you say – does it make sense to people? (Communication)© 2006 Confidential | Think Innovation 6
    • 1. Content: What To Write About? (1/4)Products/Services/Solutions  Description/articles, FAQs, demos, tutorials, trainings, solution/data sheets  Case-studies, testimonials  Industry specific contentDomain  Whitepapers, articles of general interest, trainings, news, best practices  A B2C online ticketing site can write about popular destinations  A banking site can write about taxation, sensible credit usage, how to work with derivatives, etc © 2006 Confidential | Think Innovation 7
    • 1. Content: Types of Content (2/4) One Way Content  Two way content (User  Description about generated content or UGC) products/services  Q&A  Articles/Columns/Insights related  Forum/message board to the domain  Comments, rating section  Demos attached to different content  Case studies, Best practices pieces  Whitepapers  Articles, presentations, video, etc,  Webinars/Presentations as applicable to your site  Blogs  PR articles Involve the users – search engines value it! © 2006 Confidential | Think Innovation 8
    • 1. Content: How Much is Enough? (3/4)The more the better!Nothing less than 50 pagesWork backwards: How many unique visitors do you want on your site, each month?Depending on the domain/demand, each page of content can get about 50-500 unique visitors a monthSo conservatively, if you want 2500 unique visitors to your site each month, you would need at least 50 pages of contentNote: Non unique visitors would be much higher – includes returning visitors © 2006 Confidential | Think Innovation 9
    • 1. Content: Content Addition, Updates? (4/4) Increase your website size by  Refresh your pages at the same 0.5-3% every week or a higher rate If you have a 50 page website,  Update content on homepage add about 1-2 pages each week and other summary pages If you have a 500 page website,  Update sitemap add 3-6 pages each week  Add comments to article, blog pages (if comment feature is enabled) © 2006 Confidential | Think Innovation 10
    • > Products/Services, Domain 1. Say something! > User generated content > Critical mass of content > Fresh, update content (Website Content) 2. Can people find you? (Website SEO) ! 3. What you say – does it make sense to people? (Communication)© 2006 Confidential | Think Innovation 11
    • 2. SEO: Let People Find You (1/5)Make your site search engine friendly (on-page SEO)Get your site indexed by search enginesOnce indexed, move up the ranks on search engines through off-page activities Make the search engines happy; they will find you users © 2006 Confidential | Think Innovation 12
    • 2. SEO: Some Facts (2/5) 224 M websites compete for top ranks 1.4 B users worldwide (380% growth 2000-’08) 13.1 B searches made in Feb ’09 (US) 91% of Internet users use search engines 87% gather info from Top 10 search results. 73% online transactions start with search engines.Data courtesy Internet stats, comScore & Netcraft © 2006 Confidential | Think Innovation 13
    • 2. SEO: Get On-Page Right (3/5)Content is optimized for the right keywords  Choose the right keywords  Write content around these keywordsThose keywords should be in the  Title tag, URL  Headline, Content, Image ALT tags, Link tags  Keyword and description tagsNavigation Structure For the inner secrets of SEO, check Shivraj Asthana’s  Clean hierarchy based navigation webcast: “Best Practices for  Non javascript Search Engine Optimization” on www.regalix.com  Should include navigation trails © 2006 Confidential | Think Innovation 14
    • 2. SEO: Get On-Page Right (4/5)Technical  Do not use dynamic URLs or javascript triggered  Javascript and dynamic code should be optimized for the page (amount, placement in the code, etc)RSS, Sitemap  Make your content available as RSS feeds  Have a clean HTML/XML sitemap, and submit to search enginesUpdate content frequently © 2006 Confidential | Think Innovation 15
    • 2. SEO: Get Off-Page Right (5/5)Link Backs, Social Media  Get link-backs from trusted sources – newspaper articles, PR sites, directories  Link-backs from indexable social sites: blogs, wikis, social bookmarks, forums, etc  Assure that social content is indexable, and not behind login  Check that the links do not have the no-follow tag © 2006 Confidential | Think Innovation 16
    • > Products/Services, Domain 1. Say something! > User generated content > Critical mass of content > Fresh, update content (Website Content) > Can not be ignored 2. Can people find > On-page – keywords, title, URL, navigation, RSS, etc >Off-page – links backs, you? (Website SEO) social media ! 3. What you say – does it make sense to people? (Communication)© 2006 Confidential | Think Innovation 17
    • 3. Communication (1/7)Goal: Increase referral and returning traffic to the site, through improved communicationSpeak in a manner that connects with your usersSpeak about what is of value to your usersMake it easy for your users to get to the core message Information = signal + noise + redundancy > Reduce noise > Keep redundancy at an appropriate level © 2006 Confidential | Think Innovation 18
    • 3. Communication: Just Tell Your Users What You Do! (2/7)Your home page and summary pages should explain very clearly what you do Upfront: what An example of what the site offers the site offers © 2006 Confidential | Think Innovation 19
    • 3. Communication: Just Tell Your Users What You Do! (3/7)Explain your product and/or service in 5-10 seconds (to your target audience, not any visitor) Sets the tone of what to expect in the site Products and Services upfront on the page © 2006 Confidential | Think Innovation 20
    • 3. Communication: Just Tell Your Users What You Do! (4/7)Avoid indirect messages Not clear what the site offers Still not clear © 2006 Confidential | Think Innovation 21
    • 3. Communication: Reinforce The Core Messages (5/7)Repeat critical messages at least 2-3 times on the page ! ! ! Direct and to the point. No verbose marketing jargon. Simple visual explanation of what to expect © 2006 Confidential | Think Innovation 22
    • 3. Communication: Put the Core Message Upfront (6/7)Structure the content such that core messages are upfront on the page, paragraph, sentence… 1 2 3 © 2006 Confidential | Think Innovation 23
    • 3. Communication: Dos and Don’ts (7/7) Dos  Don’ts Direct message  Marketing lingo Well structured – headline + sub  Lengthy/verbose content headline, summary text, short  Dull layouts paragraphs, pull-outs as bullet points Simple language Conversational style Use visuals that help explain, or catch attention Put yourself in your Do not forget creativity user’s shoes. Are they same size as yours! © 2006 Confidential | Think Innovation 24
    • It is simple! Reach me on nvohra@regalix- > Products/Services, Domain inc.com 1. Say something! > User generated content > Critical mass of content > Fresh, update content (Website Content) > Can not be ignored 2. Can people find > On-page – keywords, title, URL, navigation, RSS, etc >Off-page – links backs, you? (Website SEO) social media Do not forget to benchmark the cost of your current traffic.! > Direct messages 3. What you say – > Conversational style > Put core message upfront > Reinforce the core does it make sense messages to people? (Communication)© 2006 Confidential | Think Innovation 25
    • About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices 150+ Team, Built on 8+ years of research Recognition © 2006 Confidential | Think Innovation 26
    • Learn more about Regalix at: www.regalix.com For a free evaluation of your website, please get in touch with Namrata Kumar, namrata@regalix-inc.com If you have any questions about PPC, SEO, content strategies, digital marketing, etc please feel free to get in touch with the speaker Nimish Vohra, nvohra@regalix-inc.com © 2006 Confidential | Think Innovation 27