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

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

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