SEO – Eight Step Strategy1. Define Your Audience2. Keyword Research3. Find Gaps and Opportunities4. Define Competitors5. Spy and Learn From Them (Your Competitors)6. Customize7. Must Have Recommendations8. Prioritize and Summarize
SEO – Step One• Define your target, and their interests • Content strategy • Targeted keyword discovery• Research demographics• Create multiple recommendations• Backed up data• Specific!• http://www.seomoz.org/blog/the-8step-seo-strategy-step-1-define-your-target-audience-and-their-needs
SEO – Step Two• Keyword Research• Create (or reuse) a template • Base around key terms. Demographics, products, industry trends• Expand the base • Keywords • Search Volume• Google Adwords keyword tool • https://adwords.google.com/select/KeywordToolExternal• Start high level, narrow it down• http://www.seomoz.org/blog/categorized-keyword-research-step-2-of-the-8step-seo-research-strategy
SEO – Step Three• Finding gaps and opportunities• Highlight initial prioritizes • Relevancy > quantity• Find gaps and opportunities in existing sites • Manual, time sucking • Gaps: site content, low referral volume. Low search traffic • Opportunities: lots of search volume( relevant), little site content• http://www.seomoz.org/blog/finding-gaps-and-opportunities-step-3-of-the-8step-seo-strategy
SEO – Step Four• Define your competitors• Only search engine competitors• Find them! • Try common search terms, take note on who keeps coming up • Target at least a three of them• http://www.seomoz.org/blog/define-competitors-step-4-of-the-8step-seo-strategy
SEO – Step Five• Spying on and learning from the competition• What makes you stand out (remarkable & different)• Create or use your template • Features • Sentiment • Page crawl • Inlink • Traffic• Don’t lose track of your audience• Specific and consistent numbers comparing everything• http://www.seomoz.org/blog/spying-on-and-learning-from-your-competitors-step-5-of-the-8step-seo-research- strategy
SEO – Step Six• Customize SEO strategy and recommendations• Specific, Specific, Specific! • Product, URLs, profiles• What was the competition doing better?• Highlight positive sentiment, drown negative• Are there any major issues• Specific considerations• Order and rank the considerations• http://www.seomoz.org/blog/customized-seo-strategy-ampampamp-recommendations-step-6-of-the-8step-seo- strategy
SEO – Step Seven• Must have SEO Recommendations• External SEO items • Press release • SEO resources • Long term strategy • International content • Content management systems • Risks, impairments, and avoidances• Can you keep it internal or should you hire someone externally?• http://www.seomoz.org/blog/musthave-seo-recommendations-step-7-of-the-8step-seo-strategy
SEO – Step Eight• Prioritize and summarize• Prioritize – what are the most important steps, now and moving forward• Item prioritization – with so much on the plate, it needs to be ranked• Prioritize by team and assignment• Overview – summarize everything that is planned out as a quick reference guide• http://www.seomoz.org/blog/prioritize-and-summarize-final-step-of-the-8step-seo- strategy
Google + and SEO• All social media is impacting SEO• Social profiles are now showing up in search results • Search, like this slide, is very text based. Google Goggles is changing this but not any time soon.• Google+ while not the most popular network has a huge impact on search • The ability to +1 votes search results up • What your network has +1’d increases SEO• The new Google TOS combine what you interact with on Google+, what you search on YouTube, what you email about, and what you search to customize results. http://www.practicalecommerce.com/articles/3339-SEO-Impact-of-Google-s-Search-Plus-Your-World http://gizmodo.com/5879163/how-will-googles-new-privacy-policy-affect-you
Niche Social Networks• Reasons for success • Tailored, do one thing very well • Limited, you need a box to think outside of • Spontaneous and lasting • Content grows and snowballs• Built in community • Early adaptor • Enthusiasts and advocates
Interest InterestSpecific Generic User UserSpecific Generic
Linkedin - Stats• Launched May 5, 2003• The largest professional network on the internet with more than 150 million members in over 200 countries/territories• CareerBuilder, Monster, Indeed are all losing market share of career services• 60% users outside of US• 36th most visited site in the world – 92 million unique visitors• Corporate hiring solutions used by 82 out of Fortune 100 companies• 85% of recruiters go to Linkedin before anywhere else to find talent.
Premium Subscriptions• For recruiters – See more in your search $20.95-75.95 / month• Job Seekers – $20.95 - $50.95 / month• Sales Professionals – $16.95 – $75.95
Linkedin 100% Profile Tips• Start with a profile pic!• Link to your websites• Have a good headline – First impression• Fill out your experience – uploading your resume is a good start• Skills & Expertise = SEO• Volunteer• Education & Courses• Recommendations• Apps – Reading list / Events / Slideshare etc.
More Tips• Linkedin > Business Card• Connect to people you meet at conferences – empty out the business card drawer• Share relevant industry news• Get a public profile: http://ca.linkedin.com/in/kennylnorton• Who’s viewed your profile?• Expansive news section• CUSTOMIZE the invitation – ESPECIALLY if you don’t know them
Groups and Answers• Groups • Join / Create groups for your industry / company to discuss and share posts on relevant topics (Text, Link, Poll)• Answers • To learn and engage with other industry professionals on specific topics, can then we looked at as a thought leader on certain topics
Follow a company• Find others that work there• Get recommendations• Posts by the brand• Product videos• In the news• Employees• http://www.linkedin.com/company/hubspot/products
Company - Hubspothttp://www.linkedin.com/company/68529?trk=tyah
Linkedin – How does it make $• Hiring solutions – post a job for a fee• Marketing solutions – banners• Premium subscriptions
Hiring Solutions• $296.95 CAD to post a job for 30 days• “Who’s viewed this job post” – day, title, industry, region• Great tool for recruiters to find talent – SEO• Jobs are targeted in timeline• Many companies posting jobs exclusively on LinkedIn• Attach your recommendations and your whole profile (reference check before the interview)
Marketing Solutions - TargetingTarget By: Examples:Job Title “Patent Attorney” or “Sr. Laboratory Technician” or "Registered Nurse"Job Function “Sales” or “Engineering” or "Marketing" functionsIndustry “Banking” or “Biotechology” industriesGeography “United States” or “Netherlands” or “Toronto”Company Size "1-10" or “500-1000" peopleCompany Name "GE" or "Hewlett-Packard" or "FedEx"Seniority “Vice President” or “Owners”Age “18-24” or “35-54”Gender "Female" or "Male"LinkedIn Group "Business Intelligence Group" or "Corporate Real Estate"