Bootstrap Web Marketing
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Bootstrap Web Marketing


  • 897 views 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 ... 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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    Bootstrap Web Marketing Bootstrap Web Marketing Presentation Transcript

    • Bootstrap Web Marketing: SEO & Social Media
      • Who I am
      • Disclaimer
      • Format of the presentation
    • SEO
    • 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
    • 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)
    • SEO Ranking Factors – Markup / Keywords (most startups do fine here)
      • Title Tag
      • H1 Tag
      • Body Text
      • Domain Name
      • URL
    • SEO Ranking Factors – Other Markup
      • Popularity within internal linking (very important for long tail or low competition keywords)
      • Quality of OUTGOING links
      • Page updates
    • 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.)
    • Inbound Links
      • Relevance of inbound links
      • Anchor text (Google bomb) and adjacent text.
    • Negative Factors
      • Duplicate Content
        • Very Similar Pages
        • Identical Page Titles / Meta Info
      • Keyword stuffing?
    • Keyword Research (most startups suck at this)
    • 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
    • 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
    • Keyword Research – Have someone else do it
      • :$99.95
      • 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
    • Keyword Research – Do It Yourself
    • Overture Keyword Research Tool (free)
      • Source: Yahoo and Affiliates
      • Notes: Doesn’t distinguish singular and plural
      • Not an ideal tool for exact phrases
    • ($8/day)
      • Source: Dogpile (.6%)and MetaCrawler (.4%) (what kinda people use these engines!?)
    • Adwords Traffic Estimator (free, req. AdWords account)
      • Source: Google
      • Notes: Not good for long tail phrases
    • Other Resources
      • Yahoo Search Marketing Tool
      • Google Trends
      • Estimated monthly clickthru for 1 st , 5 th , and 10 th position on each major engine.
    • 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.
    • Spiderability
    • 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
    • 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
    • Title Meta-Description URL
    • Npost Example
    • Keyword Research: “Tech Startup Jobs”? Markup for SEO: Title tag, <h1> tag, referring anchor tag
    • If you were a search spider, what would you click on to find “seattle rails jobs”?
    • What about here? No spiderability! Site Structure for SEO: Keyword targeted pages linked to (flat site structure). Internal link popularity is important.
    • 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
    • Link Building Campaigns
    • 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’!
    • Value of Building Links
      • People click on them!
      • Branding
      • And, of course, SEO
    • 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
    • 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”
    • 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.
    • 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!)
    • Social Media Marketing (Big linkbuilding Opportunities!)
    • 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?
    • 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)
    • 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
    • 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