audience development
pivotal to success
Wednesday, March 25, 2009

audience development
is split between retaining
satisfied customers
and
growing the customer base
Wednesday, March 25, 2009

split between
customer acquisition
and
customer retention
Wednesday, March 25, 2009

customer acquisition
Wednesday, March 25, 2009

one
manage SEO of all pages
taking into consideration
current best practice
misterbisson
Wednesday, March 25, 2009

best practice by order of importance
on page
<title> tag
keyword frequency and density
keyword in headings
keyword in document name
meta name description
meta name keywords
off page
link anchor text contains keyword
more backlinks (higher PageRank)
link popularity within the site's internal link structure
page assessed as a hub
page assessed as an authority
link velocity (rate at which changes)
thanks Dave Chaffey
Wednesday, March 25, 2009

best practice... and remember
•balance paid & organic listings
•blended/universal results
•search term research & targeting
•ensure site design is search friendly
•avoid duplicate content & multiple site issues
•get authoritative mentions by going beyond linkbait
thanks Dave Chaffey
Wednesday, March 25, 2009

and when youʼve done that
work on the 77 tips found here
Wednesday, March 25, 2009

two
network with
SEO and
audience
development
professionals
to keep
abreast of
current best
practice and
innovations
within the
sector
mike bartley
Wednesday, March 25, 2009

make sure you are on Linkedin and join the
audience development group
Digital Publishing Network
LinkedSEO Group
make sure you are on
Twitter
and follow
the right people
Wednesday, March 25, 2009

three
run inhouse
guerilla SEO
best practice
workshops - in
collaboration
with marketing
departments -
for content
teams and
front-end
development
oriano mada
Wednesday, March 25, 2009

for content teams look no further than
presenting the
BASIC principles of online journalism
for development teams look no further than
running through
Point One
Wednesday, March 25, 2009

four
develop content
sharing
partnerships with
third parties
stabilo boss
Wednesday, March 25, 2009

•research your sector and communicate with
competitors direct and indirect and any other sites
with similar content
•start non-commercial content sharing by linking to
each otherʼs content
remember - the link is king
Wednesday, March 25, 2009

five
Linkbuilding
ensure that you link from
your content
remember - itʼs a
conversation
the web conversation
should have no walls
build up links
d'arcy norman
Wednesday, March 25, 2009

tools and people that
can help
Publish2.0
Onlinejournalism
Newsless
Buzzmachine
Silobreaker
Daylife
Yahoo Buzz
delicious
digg
and Twitter Tools
Wednesday, March 25, 2009

six
manage Social Media
reputation:
embrace trends such as
microblogging tool Twitter
as access to new audiences
and method of
communicating with
existing audience
Wednesday, March 25, 2009

“Dell made $1m worth of business from Twitter”
Twitter Tools
Twitterfall
Monitter
Twitseeker
PleaseRT.me and Retweetist - retweeting tools
Filttr - filtering Twitter
beamagpie - advertising
Twist - trends
Twitbot
retweetradar
twilert - email alerts
Pingvine and Twitterfeed- RSS aggregator
Wednesday, March 25, 2009

seven
for content/news sites:
every morning email a list
of keywords to be used in
titles and intros for the
dayʼs content
Google Trends
Google Keyword Search
Google Insights
kevin dooley
Wednesday, March 25, 2009

customer retention
Wednesday, March 25, 2009

one
strengthen culture
where customer
retention is as
important and vital to
the business as
customer acquisition
simon shek
Wednesday, March 25, 2009

•customer feedback
should be viewed as
some of the most
important data
available
•involve all employees
in positive and
negative feedback
•from it all employees
will learn
•what is important
what is relevant
what can be done to
make positive change
Wednesday, March 25, 2009

two
customer retention is
an ongoing
conversation and that
conversation requires
managing and
developing day to day
phil campbell
Wednesday, March 25, 2009

get to know your customers
•beta groups
•customer feedback roundtables
•user testing
•outbound calling
involve all departments including marketing, product
and contact centre to develop a better understanding
of customer's needs and requirements
Wednesday, March 25, 2009

three
action customer
feedback and develop
further customer loyalty
and
feedback to customer
the positive changes
you have made
jacob botter
Wednesday, March 25, 2009

four
increase online dialogue
with customers with a
willingness and courage to
publish and share
concerns, questions,
grievances
orin optiglot
Wednesday, March 25, 2009

five
continually test important
areas of the site using
no/low-cost tools and
action feedback
into
site enhancements/
tweaks/BAU
improvements
Wednesday, March 25, 2009

tools and people that can help
•Website Grader
•web accessibility tools
•Userfly and Feedbackarmy - user testing
•Yahoo Site Explorer
•Silverback - guerilla user testing
•SEODigger
•Chalkmark, Treejack, OptimalSort at Optimal Workshop
Wednesday, March 25, 2009

six
create ʻuser
experience teamʼ
with existing
members of staff to
place the user voice
into decisions
paul veugen
Wednesday, March 25, 2009

even if the team is
only of ʻoneʼ a lot can
be done
reference
Leah Buleyʼs How to
be a UX Team of One
explanation and
extensive resources
can be found in the
UX Delicious search
Wednesday, March 25, 2009

seven
reputation management:
monitor the web for
discussion (positive/
negative) and proactively
re-act
Wednesday, March 25, 2009

set yourself up with the monitoring tools for Twitter
and
Google Alerts
Trackur (+ free guide)
Reputation
Radian6
Scoutlabs
IdeaScale
Kampyle
Getsatisfaction
Uservoice
Wednesday, March 25, 2009

matthew solle
solle.me
Wednesday, March 25, 2009