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.

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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.
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  • How To Attract Engaged Users Who Have Never Heard Of You

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