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Bootstrap Web Marketing


Published on là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức khỏe, cư dân mạng, kinh doanh, ô tô, xe máy, … là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức khỏe, cư dân mạng, kinh doanh, ô tô, xe máy, chuyện lạ, giải trí

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  • 1. Bootstrap Web Marketing: SEO & Social Media
    • Who I am
    • Disclaimer
    • Format of the presentation
  • 2. SEO
  • 3. Why SEO Kicks Ass
    • Other than effort, it’s free.
    • The skillset required for the time intensive work is relatively inexpensive.
    • SEO is the gift that keeps on giving
  • 4. Why SEO Doesn’t Kick Ass
    • SEO is a fast-changing world.
    • You live and die by Google.
    • It’s delayed gratification (and there’s a chance of NO gratification)
  • 5. SEO Ranking Factors – Markup / Keywords (most startups do fine here)
    • Title Tag
    • H1 Tag
    • Body Text
    • Domain Name
    • URL
  • 6. SEO Ranking Factors – Other Markup
    • Popularity within internal linking (very important for long tail or low competition keywords)
    • Quality of OUTGOING links
    • Page updates
  • 7. SEO Ranking Factors – Overall Site Popularity
    • Global popularity of your site (combination of link quantity/quality)
    • Age of site
    • Site performance (time on page, bookmarks, etc.)
  • 8. Inbound Links
    • Relevance of inbound links
    • Anchor text (Google bomb) and adjacent text.
  • 9. Negative Factors
    • Duplicate Content
      • Very Similar Pages
      • Identical Page Titles / Meta Info
    • Keyword stuffing?
  • 10. Keyword Research (most startups suck at this)
  • 11. How to Evaluate Keywords?
    • How many people are searching for a particular word/phrase?
    • How competitive is the landscape for that word/phrase?
    • How relevant is the keyword?
    • Actionable keywords? “lowest price wii”
      • Measure the conversion!
    • Non-bouncing keywords
  • 12. How do people search?
    • # of words
      • 28.9% 2 word phrases
      • 27.8% 3 word phrases
      • 17.1% 4 word phrases
      • 11.4% 1 word phrases
    • 62% click on the first result
    • 21% feel search engines don’t understand their query
  • 13. Keyword Research – Have someone else do it
    • :$99.95
  • 14.
    • Count, relevance (entered by you) and # of targeted searches per day
    Estimated monthly clickthru for 1 st , 5 th , and 10 th position on each major engine. Competitiveness of each keyword
  • 15. Keyword Research – Do It Yourself
  • 16. Overture Keyword Research Tool (free)
    • Source: Yahoo and Affiliates
    • Notes: Doesn’t distinguish singular and plural
    • Not an ideal tool for exact phrases
  • 17.  
  • 18. ($8/day)
    • Source: Dogpile (.6%)and MetaCrawler (.4%) (what kinda people use these engines!?)
  • 19.  
  • 20. Adwords Traffic Estimator (free, req. AdWords account)
    • Source: Google
    • Notes: Not good for long tail phrases
  • 21. Other Resources
    • Yahoo Search Marketing Tool
    • Google Trends
    • Estimated monthly clickthru for 1 st , 5 th , and 10 th position on each major engine.
  • 22. Best Resource – Pay for It
    • Buy an Adwords campaign for a phrase. Pay enough to get your ad on the first page. Metrics will show you the number of ad views.
  • 23. Spiderability
  • 24. Can Search Engines Find Every Page/view on Your Site?
    • Create a “sitemap” (HTML and/or XML)
    • Be mindful of internal link text
    • Remember that internal link popularity is important (more than 1 link is better than one link)
      • “Related content” buckets are valuable
    • Most important for sites with lots of data hidden behind a search interface
  • 25. Effective Presentation on SERPs
    • Readable, compelling, objective title (65 characters)
    • Readable, compelling, objective meta description (155 characters)
    • Short URLs perform better
    • Stuffed titles, descriptions, and URLs look spammy and don’t get clicks
  • 26. Title Meta-Description URL
  • 27. Npost Example
  • 28. Keyword Research: “Tech Startup Jobs”? Markup for SEO: Title tag, <h1> tag, referring anchor tag
  • 29. If you were a search spider, what would you click on to find “seattle rails jobs”?
  • 30. What about here? No spiderability! Site Structure for SEO: Keyword targeted pages linked to (flat site structure). Internal link popularity is important.
  • 31. SERP Title: For the target phrase “rails jobs seattle”, the title should lead with “Rails Jobs in Seattle, WA” or somesuch. Description: meta description should be unique and compelling. URL: Short urls perform better
  • 32. Link Building Campaigns
  • 33. Anotomy of a Link Building Campaign
    • Links from trusted sites.
    • Links to “deep” pages in your site.
    • Links with good anchor text
    • Links from good pages
      • Home pages
      • Content pages
    • Links from relevant pages
    • No JavaScript / no ‘nofollow’!
  • 34. Value of Building Links
    • People click on them!
    • Branding
    • And, of course, SEO
  • 35. Anatomy of a Good Link Source
    • Search for your top keywords/phrases – the top 100-150 or so are worth getting links from.
    • Content rich page
    • Links deep to the most relevant page
    • Anchor text, title tag, h1 tag, etc all match to the keyword in question
  • 36. Who to Ask for Links
    • Any relevant site
    • Good way to find sites to ask are to find sites that link to your competitions’ sites.
    • “my keywords”
  • 37. How to Ask for Links
    • First, see if there is a standard procedure for getting links
    • Second, see if you (as a user) can post a link (comments, look for nofollow), forums, etc. (Be careful of abuse)
    • If not, ask for it.
    • If necessary (if you can), buy it.
  • 38. Say Thanks for EVERY Link That You Can
    • Set up a google alert for your business name
    • Any time you get ANY mention, stop by and say THANKS
    • Any time you get criticized, stop by and respectfully engage in the conversation (and keep it going!)
  • 39. Social Media Marketing (Big linkbuilding Opportunities!)
  • 40. Linkbait (It’s Easy!)
    • Defined as something that people want to link to, blog about, talk about, digg, vote up, etc. The good news is, baiting web geeks words.
    • Write something
      • Useful
      • Funny
      • Controversial
    • Better yet, have your standard content pages be
      • Useful
      • Funny
      • Controversial
    • To get a feel for linkbait, head over to (list of top digg, reddit, links)
    • Would you bookmark this? Would you email it to your friends?
  • 41. Headlines/titles Win the Day
    • “ Who wants [blank]?”
    • “ The Secret of [blank]?”
    • Little known ways to [blank]?”
    • Lists – Top 5, Top 10, etc.
    • (useful, funny, controversial)
  • 42. Top Social Media Venues
    • Digg,, Reddit, StumbleUpon, etc.
    • Blogs (all blogs matter, top blogs matter more)
      • (check source for nofollow tag / server redirects )
    • Forums
      • (check source for nofollow tag / server redirects )
    • Public Profiles (anywhere)
    • Directories
    • Design Portals
  • 43. Go Viral
    • Ideally, using your product is an inherently public act that elicits others to jump on board
    • Viral is not a marketing strategy, it’s a product strategy
      • &quot;Tell a friend&quot;
      • Widget embeds
      • Addressbook importing
    • (These don’t make your product viral, but they’ll help it if it is)
    • First priority is creating something that is useful, funny, controversial enough that people want to share it
    • Second priority is making it easy