How To Attract Engaged Users Who Have Never Heard Of You

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A deck I presented at Internet World conference in May 2008.

A deck I presented at Internet World conference in May 2008.

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  • Make sure you also read another Dan Cohen SEO presentation, Hands-on SEO delivered the following year at Internet World 2009.

    http://www.slideshare.net/danc0hen/dan-cohen-hands-on-seo-from-internet-world-2009
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  • 1. Dan Cohen MSN [email_address] | http://dancohen.info How to attract engaged users who have never heard of you
  • 2. How we got here
    • What really IS the Internet
    • How do people use it
    • What are they looking for
    • Who do they trust?
    dan.cohen@microsoft.com | http://dancohen.info
  • 3. Where we’re going
    • Blended search impact
    • Social media and shopping
    • Shared discussion and opinion
    • Semantics, nuance and natural language
    dan.cohen@microsoft.com | http://dancohen.info
  • 4. SEO means usability
    • The crawler is just another user
    • Algorithmic search drives standards
    • Organizing your content and code
    • Looking outside your site
    • What SEO isn’t
    dan.cohen@microsoft.com | http://dancohen.info
  • 5. SEO checklist
    • Keywords and content
    • Reporting and metrics
    • Technical issues on-page and off-page
    • Freshness of content and update frequency
    • Link strategy
    dan.cohen@microsoft.com | http://dancohen.info
  • 6. What are users actually after? dan.cohen@microsoft.com | http://dancohen.info
  • 7. What are users actually after? dan.cohen@microsoft.com | http://dancohen.info
  • 8. What are users actually after?
    • Buying traffic beyond brands.
    • Look to your top converting products or content.
    • Build keyword campaigns that speak to user interests. Think laterally.
    dan.cohen@microsoft.com | http://dancohen.info
  • 9. What are users actually after? dan.cohen@microsoft.com | http://dancohen.info
  • 10. Give users more of what they were after
    • Dynamically populate your landing pages
    • Product databases, content indexes, discussions and comments
    • Allow users to share your content
    dan.cohen@microsoft.com | http://dancohen.info
  • 11. Give users more of what they were after dan.cohen@microsoft.com | http://dancohen.info
  • 12. Say more
    • Trust, audience, content and comment.
    • Stimulate debate and listen to your customers. Become the discussion.
    • The CEO Blog Vs. The Comments Forum.
    • Your website as a resource.
    dan.cohen@microsoft.com | http://dancohen.info
  • 13. Summary
    • Get your site optimized.
    • Know your customer.
    • Become a publisher and broaden your interest base. Share everything you can.
    • Give your customers no excuse to leave and even if they do leave, let them carry your message for you.
    • Build reputation by participating and recommendations will follow.
    dan.cohen@microsoft.com | http://dancohen.info
  • 14. Dan Cohen MSN [email_address] | http://dancohen.info Questions?