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Week 13:Inbound Marketing & SEO
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Week 13:Inbound Marketing & SEO

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Transcript

  • 1. 3 More Classes!
    • They will look like this:
      • Today: Inbound Marketing & SEO
      • Next Week: Social Media Tools Presentations & Relationship Marketing (plus final assignment due)
      • Final Class: Personal Branding (Optional Class, but please let me know if you’re coming!)
  • 2. Inbound Marketing
  • 3. The Marketing System convince cultivate connect clutter AUDIENCE need PROVIDER value
  • 4. Decision Making They are in charge! Need Recognition Information Search Alternative Evaluation Purchase Decision Post-purchase Evaluation Connect Convince Cultivate
  • 5. Inbound Marketing Components
    • Blogging
    • SEO
    • Social Media
    • Lead Nurturing
  • 6. Blogging
  • 7. Blogging Platforms
    • Top 4:
      • Blogger – owned by Google
      • WordPress – open-source; hosted or downloadable version
      • Tumblr - blog meets twitter
      • Posterous
    • Supporting Accounts/Tools:
      • YouTube or Vimeo
      • Google (Analytics)
      • Gravatar,
      • Feedburner
      • Facebook, Twitter, Flickr
  • 8. 12 Tips for Blogging Success
    • Create an editorial calendar
    • Publicize some commitments
    • Include your photo and your personality
    • Develop your taxonomy ahead of time (categories, tagging, keywords)
    • Have a distinct, consistent style (short vs wordy, creative vs to-the-point).
    • Get out there with your camera, now! And remember Creative Commons.
  • 9. 12 Tips for Blogging Success
    • Use a variety of supporting media (video, infographics, photos, audio, etc.) but make it relevant. Use captions.
    • Don’t lose them once they are there. Let them subscribe via email and RSS. Ask for comments.
    • Reuse your content – share with other blogs.
    • Be original! Don’t just recycle other people’s content.
    • Keep your eyes open. Good content comes from many sources – not just your own head.
    • They won’t laugh at you!
  • 10. Making a Post
    • Capture inspiration when you have it – set aside a chunk of time
    • Don’t force it – walk away and come back to it
    • Get someone else to read it!
    • Include blog and post-specific keywords
    • Make promoting it part of the publishing process
    • Celebrate each post!
    Scary, but Rewarding!
  • 11. What blogs do you continuously follow? Why do you come back?
  • 12. SEO
  • 13. SEO: From Google’s Perspective
    • Make information accessible and useful .
    “ Focus on the user and all else will follow.” “ Democracy on the web works.”
  • 14. SEO Ranking Factors http://www.seomoz.org/article/search-ranking-factors#overview
  • 15. SEO Ranking Factors
    • Is your domain a reputable brand?
      • Search Volume, Mentions
      • Directories/Social Media Accounts (Google Places, LinkedIn, etc.)
    • Keyword usage in domain name
    • Who’s linking to you? What is their PageRank ?
    • Quantity + Quality of links - do links include keywords?
    • Social Rating (Tweets, likes, etc.) of individual pages
    • Keyword placement on page
      • Page title, URL string, headings, alt text on images, repetition on page
    • Are people clicking when your page shows up?
      • Google CTR + Bounce Rate
  • 16. Keyword Usage
  • 17. SEO Tools
    • Alexa.com
    • Adwords Tool
    • Google Insights
    • Compete.com
    • Google Webmaster Tools
    • Bing Submission
    Start your SEO plan for your online publication - What keywords will you try to dominate? - What sites will you try to get a link from?
  • 18. Social Media
  • 19. The Usual
    • Facebook
      • Pages & Groups
    • LinkedIn
      • Personal & Groups & Q/A
    • Twitter
      • Tweet chats/ups & Followers & Hashtags
  • 20.  
  • 21. Your Turn – There’s a lot going on out there.
    • Digg
    • Delicious
    • StumbleUpon
    • Hootsuite
    • Bit.ly
    • Ping.fm
    • Klout
    • Wefollow
    • Socialmention
    • Facebook Timeline
    • Google+ Business Pages
    • Foursquare
    • Scribd
    • Slideshare
    • Others?
    • For Next Week:
    • What’s it used for?
    • How does it work?
    • How can businesses use it?
    • Who’s doing it well?
  • 22. Reddit
    • Link and content sharing site
    • Users promote or demote
    • Subreddits allow further targeting
    • Good distribution tool
  • 23. Reddit (cont’d)