Blog Optimization Plan by kfatiguet
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Blog Optimization Plan by kfatiguet

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How to optimize your Blog in terms of:

How to optimize your Blog in terms of:
- General design
- SEO optimization
- Blog promotion via Internet and Social Media
Questions? Send me an e-mail at kfatiguet@gmail.com

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Blog Optimization Plan by kfatiguet Blog Optimization Plan by kfatiguet Document Transcript

  • Blog Optimization Kévin Fatiguet BLOG OPTIMIZATION Open ideas Photo: Fortune Live Media (Creative Commons 2012) Last release: May 2012
  • kfatiguet@gmail.comContentsIntroduction............................................................................................................... 4I. Design – general points..................................................................................... 5 1. The home page................................................................................................. 5 2. The side bar ...................................................................................................... 5 3. Picture management ......................................................................................... 5II. Article Optimization ........................................................................................... 6 1. Main keyword.................................................................................................... 6 2. Title ................................................................................................................... 7 3. URL .................................................................................................................. 7 4. Title tags ........................................................................................................... 7 5. Tags .................................................................................................................. 7 6. Links ................................................................................................................. 7 7. SEO description ................................................................................................ 8 8. Related posts .................................................................................................... 8 9. Follow the indexation ........................................................................................ 8 a. Why indexation is important .......................................................................... 8 b. How to see if an article is indexed or not? ..................................................... 8 c. What to do if an article is not indexed? .......................................................... 9III. Ranking Optimization: SERP promotion.......................................................... 9 1. Link Building/Partners ....................................................................................... 9 a. Relevance ..................................................................................................... 9 b. Page Rank..................................................................................................... 9 2. Directories....................................................................................................... 10 3. Forums ........................................................................................................... 10IV. Social Networking Promotion ......................................................................... 10 1. Facebook ........................................................................................................ 11 a. Why to use a fan page?............................................................................... 11 b. Make your users participate ........................................................................ 11 c. Social Gaming ............................................................................................. 12 d. Be organized ............................................................................................... 13 2. Twitter ............................................................................................................. 13 a. Twitter account - general points .................................................................. 13 b. Use all the Twitter functions and tags .......................................................... 13 2
  • kfatiguet@gmail.com c. Control your e-reputation thanks to Dr. Tweety ........................................... 14 d. Be organized ............................................................................................... 15V. Social Bookmarking Promotion ...................................................................... 18 1. The concept .................................................................................................... 18 2. Why we should use Social Bookmarking Promotion for the Blog? .................. 18 3. How to maximize our Social Bookmarking Promotion .................................... 19 a. Think the subscription.................................................................................. 19 b. Branding ...................................................................................................... 19 c. Be careful with spam ................................................................................... 19 d. Pluggings ..................................................................................................... 19VI. Video Marketing Promotion ............................................................................ 19 1. Why Video marketing is so important ............................................................. 19 2. Video marketing strategies ............................................................................. 20 a. The video spot ............................................................................................. 20 b. Videos series ............................................................................................... 20 c. TV Channel ................................................................................................. 21 3
  • kfatiguet@gmail.comIntroductionThis report presents a list of different ideas you could use for optimizing your Blog.All the suggestions are based on my observations. I tried to indentify all the new online marketingconcepts which can be interesting and relevant for any kind of Blog.These reflections are related to: - General design - SEO optimization - Blog promotion via Internet and Social MediaI have selected only ideas which are easy to set up, without any extra cost for the company.Moreover, remember that an idea is good only if it allows to: - Know more about the users (expectative, point of view…) - Get more visibility on Internet (SEO rank, branding…) - Communicate more and better (reach directly the target, being catchy/different…) Kévin Fatiguet 4
  • kfatiguet@gmail.com I. Design – general points 1. The home pageWe need a real Home Page for 3 main reasons: - Saying welcome to the users - Explaining clearly 1) Who we are 2) What we offer 3) Who can be interested: the user needs to know exactly what the blog deals with - Make the 1st page more dynamic, changing the articles in feature for example or creating a mini wall of feeds: Google algorithm likes the dynamic contents 2. The side bar We should optimize the side-bar for our content, the heart of the blog. We could put as “Favorites” the most popular articles which can catch the attention of the user. Problem: what about the categories? For the moment, the categories are located in the side bar. We could put all of them in Tabs at the top of the Home Page. We just need to choose 4 or 5 main categories and put the rest as subcategories you can scroll when you click on the main Tab 3. Picture managementWe should use more pictures. People like them and they are better for catching people attentionthan simple text. We can find a lot of pictures with a Creative Commons license to use commerciallyon Flickr. 5
  • kfatiguet@gmail.com2 ideas: - Create a mosaic of pictures on the side-bar with shots of electrical equipments. We can do it thanks to Flickr and a WordPress widget. 1) People on the Blog can see the last technological innovations on pictures 2) Flickr users can find us and the URL of the Blog. - Use one picture of preview for each article II. Article Optimization 1. Main keywordEvery article should be based on a main keyword related to the topic. This is the kind of keyword theInternet user could search in Google. We have to choose it according to its popularity on the searchengines and the competition. The best tool for that is Google Adwords. 6
  • kfatiguet@gmail.com 2. TitleIt should be short (<60 characters) and has to contain the main keyword. It has to be catchy too butnot too mysterious: people who click on the article should know more or less what it deals with. It’sreally important if we want a little Bounce rate.We also should avoid all the symbols like : ; , / or only use the dash – which is better in terms of SEO(search engines don’t like them). 3. URLIf we want a relevant URL, we should use the same main keyword we used in the title. 4. Title tagsTags which appear at the top of the window. We have to put 2 or 3 tags max. First tag will be ourmain keyword. Well use the 3rd one for Branding. Every tag is separated by a |Title tag 1 | Title tag 2 | Name of the Blog 5. TagsThey can be as general as we want. They just have to be popular (use Google Adwords) 6. LinksSearch Engines appreciate links in the articles. But if we don’t want to lose our Link Juice, they haveto be no follow. We just have to modify the HTML code adding the no follow attribute.Example:<a href="http://www.example.com/" rel="nofollow">discount drugs</a> 7
  • kfatiguet@gmail.com 7. SEO descriptionIt has to contain the main keyword. Google only considers the first 160 characters, so we don’t haveto write more. 8. Related postsWe should make a good selection of related post for each article. This is a list of articles the usercould be interested in. The idea is to catch the attention of the Internet user and suggest him todiscover more about the blog. 9. Follow the indexation a. Why indexation is importantWe want our articles to be viewed. There are 2 ways for an Internet user to find one of our articles 1)Finding it directly on our Blog 2) Looking for it on Google.That’s why if our articles are not indexed by Google, it reduces our visibility. So every time wepublish an article online, we have to check later if it’s indexed by Google. b. How to see if an article is indexed or not?Go on Google.com, write “site:” + the URL of the article. If we find some results, it’s indexed. 8
  • kfatiguet@gmail.com c. What to do if an article is not indexed?Never change the URL!If an article is not indexed, we have 4 different ways to make it indexed by Google. - Registering it directly in the Google Directory using the mini website Google Add Url - Changing the tags - Changing the Title - Checking if the main keyword is present enough in the content of the article III. Ranking Optimization: SERP promotionThis part deals with how to improve the Blog ranking on Search Engines Results Page (SERP). Intheory, it’s easy: if you want to be in the first page of Google Results, you have to get a lot of links ofquality related to your website. But how to get these links? 1. Link Building/PartnersLink Building consists in finding some good webpage of a “partner” where you can put a link to yourBlog. But how to define a “good page”? Which kind of page could be interesting for us? a. RelevanceFirst thing we should check is the relevance of the page. The topic has to be more or less related toyour activity. Google algorithm takes really care about this point. The link has to be as natural aspossible. If I put a link to my Cooking Blog on a motor car website, it will not be considered by Googleas natural link, because the 2 activities are completely different. In that case, SEO benefits are zero. b. Page RankThe Page Rank is a mark out of 10 given by Google to a webpage. It reveals the level of authority and Link Juice of thepage.Authority: Relevance of the content+domain.+ Link Juice: That expression refers to the quality or“weight” of your page. Everytime you put a link to another page on a webpage, you “share” yourLink Juice to this page. Less external links you have, better is your link juice (more concentrated)= Page Rank: x/10It means if you put a link on a page with a high PR, you will have a huge quality backlink. 9
  • kfatiguet@gmail.com 2. DirectoriesAnother way to have more backlinks is to register the Blog on Web Directories.A web directory is like a directory on the Web. It specializes in linking to other web sites andcategorizing those links.A web directory is not a search engine and does not display lists of web pages based on keywords;instead, it lists web sites by category and subcategory. 3. ForumsForums are really interesting in terms of ORM (e-reputation) but they can provide backlinks too. Inevery post you create, you can put a link to the Blog or insert an anchor in your firm.The important point here is to be relevant: forum administrator doesn’t like advertisement. So if youcreate a post useless just in order to put a link, they will cancel your comment. IV. Social Networking PromotionSocial websites are a good way to promote our blog, reinforce our e-reputation and act like a SEOtool. - Blog promotion: people can share your article with the community - E-reputation: be present on the Network and control what people say about you - SEO tool: Google indexes FB profiles & fan pages + Tweets 10
  • kfatiguet@gmail.com 1. Facebook a. Why to use a fan page?A profile is not the best way to communicate for a few reasons:- Limited actions- Only 1 administrator- Too closed to the “friend” notion- People doesn’t want to share personal information- No stats about people who follow your activity- No stats about the efficiency of your own activityA fan page is better for a few reasons:- Easy way to present information about your company/website- Easy way to obtain followers: you just have to click on “I like”- You can generate some stats about your fans (age, sex, localization etc…)- You can receive some stats about your own activity (views, active people, etc…) b. Make your users participate - People appreciate when they can give and share their opinion: they feel important, useful - Catch the attention of your clients: people will be more interested in subjects already commented by other users - People will go back on your page - You can learn a lot about your clients’ motivations/requests reading their comments 11
  • kfatiguet@gmail.com - Obtain a good feedback: you can create some polls and ask your fans directly or use applications like UserVoice and transform your Tab in After Sales Service c. Social GamingBesides the development of our e-reputation, creating applications and games on Facebook isinteresting in a Marketing view. It allows you to gather relevant information about your target likee-mails players, addresses or phone numbers.This information can be used for marketing operations like creating a consistent database that youcan use for newsletters, business recovery, etc...The model of the social game (Social Gaming) compared to applications such quiz contests has agreat potential for advertisers and brands in general. Instead of conventional barrier advertising ontelevision or radio, gaming fans are more engaged and so more open to accept brand or productsthat have become components of a game that motivates and make them merry! 12
  • kfatiguet@gmail.com d. Be organizedEvery time you post something new on your Page, the feed is sentto your fans’ wall. If your activity is disorganized or too important,you could be considered as SPAM. On the other hand, it will beimpossible for you to measure your action.Some advice to be more efficient: Create a “Post planning” Every time you publish something, use a shortcut thanks bit.ly: - Follow the number of clicks - See how many times you link is shared - Check the referring sites 2. TwitterFor our clients, Twitter is the easiest way to follow the Blog activity without any newsletter or RSSregistration. From now on, Google algorithm is able to read the tweets and use them for SEO. MoreRetweets (RT…) and quotations your have (@...), more notoriety you have on Google. a. Twitter account - general pointsIf you already have an account, you just have to optimize it. - Design: we should use the same background we use for the blog. It’s important to create a kind of homogeneity between the Blog and the Twitter account (educate the user, transmit a strong image with coherence, better consistence…) - Logo: Use the same for FB and Twitter: good point for coherence and homogeneity - Information: Twitter presentation is limited but you can use the “Bio” option to describe a little bit more 1) Who are you 2) What do you want 3) Why you should follow me. It can increase your Trust level and make people more interested in follow you. - Content: Tweets should offer a different content from the Facebook page. You communicate in a different way to your Twitter community. Fans on Facebook are already “fans”, it means they are interested in our activity. In Twitter, people could be no followers, so you have to catch the attention with topics maybe a less technical or more general. b. Use all the Twitter functions and tagsTwitter has developed its proper language. - Retweet, or RT, in a tweet means that someone is reposting a message that someone else sent but that is being reposted. 13
  • kfatiguet@gmail.com - Typing d followed by a Twitters user name sends a direct message to that person. Youll see the usual "What are you doing now?" tagline replaced with "Direct Message." - Clicking on the reply arrow beside a tweet will automatically populate the tweet field with @ and their user name. This alerts the person to the fact that youre addressing him or her directly. - OH: preceding a post is accepted to mean that youre letting people know something funny or interesting that you overheard and not posting an original thought. - "Hash tags" are keywords preceded with the # symbol.We should use this language and communicate directly to our followers and other users: - Hash tags allows you and people to find similar tweets and potential followers - Talking to Twitter’s users give an image less commercial - Making some RT is a proof that you’re interested in people activity, you don’t only post Tweets for your article: people appreciate that - In general, if you use Twitter language, you’re considered like a real member of the community: better credibility - It makes tour account more dynamic c. Control your e-reputation thanks to Dr. TweetyDr. Tweety is a web application that allows you to search and analyze different types ofinformation found on Twitter. 14
  • kfatiguet@gmail.comThere are 2 functions: a search engine (freeware) and a control function (not free).Click here to launch the tutorial (in French) d. Be organizedLike Facebook, if you post too many Tweets or non relevant Tweets, your followers could be boredand decide to drop you down.Some advice to be more efficient: Create a “Post planning”: choose the best subjects and manage your Tweets like a newsletter Post your tweet at the best momentAccording to a study published by Widgetbooster.com, the best time to pot a tweet is around 14hduring the week and 18h the weekend.This study analyzes 180 943 13 945 clicks concentrated on articles suggested by the networkWidgetBooster between September 13 and November 15, 2010. 15
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  • kfatiguet@gmail.com V. Social Bookmarking Promotion 1. The concept“The process of social bookmarking is to bookmark a website or web page of your interest in a socialnetworking website. Such bookmarks are published to particular web pages allocated to your onlineactivities and remain there for the future use of yourselves and others.” (Buzzle.com 27.01.11) 2. Why we should use Social Bookmarking Promotion for the Blog? - By bookmarking a page of your blog, you create a free link to your post and make your site findable through keyword at the same time. - Internet users use the bookmarking sites as mini search engines: they like to use these sites for research as they give more specific results when compared to the huge search engines. 18
  • kfatiguet@gmail.com - You can promote your expertise, spread news, etc within a very short period of time - It’s completely free 3. How to maximize our Social Bookmarking Promotion a. Think the subscriptionWe have to choose the most popularsocial bookmarking site, then subscribe toit. The more specific the category, thebetter. b. BrandingSocial Bookmark websites such Digg don’tlike advertisement. That’s why we shoulduse a neutral pseudo and a standardGmail address.However, it doesn’t mean we can’t dobranding. We should join the site using ashort catchy username, and a memorable avatar. c. Be careful with spamDigg-like websites are really strict. If we post too many pages, we’ll be considered as spammer andwe’ll be banned. Only our best posts should be dugg. d. Pluggings - Use a Wordpress plugging on the Home Page - Below each post, we have to place a catchy line of different social bookmarking sites (already done) VI. Video Marketing PromotionAdding some videos to the blog could be a powerful marketing tool. This is a new complementaryway to promote the blog on Internet thanks to a different canal. 1. Why Video marketing is so importantInternet has changed our way to communicate. Information is everywhere, but people don’t havetime to read everything. That’s why Web marketers try to find different ways to send a message totheir Internet users. 19
  • kfatiguet@gmail.comText is not catchy. Pictures are, but people are expecting: - something different - something they have never seen before - something which can give them a lot of information in a short timeVideo is perfect for that. - It gives you a voice: With a well crafted video you can share so much more of your product or story that you via words, and make a bigger impact too. - Videos Give Personality and Warmth to Your Message: Web videos are an excellent way to show potential customers what youre all about. - Video is an Exciting New Way to Market Yourself: It’s important to show our customers that our company is using new and interesting ways to connect with them. Web video can be a powerful way to keep things fresh. 2. Video marketing strategies a. The video spotIt’s like a TV spot. Every time we want to introduce New Products and/or Services, we can create ashort video and communicate about a specific topic.This is the “classical” way to do Video Marketing: - You’re working on only ONE video at the same time so have more time to spend on its creation - It’s easy to manage the video promotion - 1 video: easy to share b. Videos seriesIf you really want to develop your customer’s loyalty, video series are really interesting.The idea is creating one video per week or per month like a TV programme. People will know aboutthe frequency and they will try to find similar elements in each video. Of course the main topic willchange every time but they will be sure that they will find the same kind of content and presentation.More and more websites are using this solution for their video marketing strategy. - Easy to scheduled - You don’t have to make too many effort on the general design/presentation: it’s more “informative” - You can increase your customers’ loyalty 20
  • kfatiguet@gmail.com c. TV ChannelThis is the most developed solution. The idea is creating like a mini TV channel on Internet withdifferent kinds of videos: spots, documentaries, interviews, presentations…The problem is, this is also the most complicated to set up. But it can be a terrific way to improveyour marketing promotion - Big content with a lot of information - Different contents for different expectative - You can be considered as an “expert” of the sector by the Internet users 21