Bootstrap Web Marketing   Seo & Social Media
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Bootstrap Web Marketing Seo & Social Media

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    Bootstrap Web Marketing   Seo & Social Media Bootstrap Web Marketing Seo & Social Media 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
      http://www.seoresearchlabs.com/ :$99.95
    • Count, relevance (entered by you) and # of targeted searches per day
      Estimated monthly clickthru for 1st, 5th, and 10th 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
    • WordTracker.com ($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
      KeywordDiscovery.com
      Google Trends
      • Estimated monthly clickthru for 1st, 5th, and 10th 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.
      Linkdomain:mycompetition.com
      Linkdomain:mycompetition.com “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 popurls.com (list of top digg, reddit, del.icio.us 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, Del.icio.us, 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
      "Tell a friend"
      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