TIPS: Expanding Your Website and Increasing SEO

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  • "Social media at it's core doesn't want to be marketed to.“F-Commerce = JC Penney, 1-800 Flowers, and Delta AirlinesAssumption that “Facebook as portal” philosophy (AOL of the 21st Century), but that assumes we are farther along the f-commerce continuum than is actually the case.Focus instead on social utility - which we define as providing a social service that helps people find social solutions to problems or that solves social problems.For example, “away we go” App by DeltaORDevelop content that influences connected customers down the purchase path (to the correct channel to transact).
  • "Traffic to Old Spice’s YouTube channel surged to 264,969 unique visitors in December 2011. That same month, the Old Spice brand site’s traffic jumped to 56,525 visitors, according to Compete.Read more at http://www.emarketer.com/Article/Whither-Brand-Website/1009585#uOR6fG5TI8thI6tT.99“"Turns out, it’s a question of context. “It’s a different mindset when [our fans] are on Facebook,” Mahan said. “When they come to social channels, they want to have fun and share. When they come to our website, they’re looking to solve a problem.”Read more at http://www.emarketer.com/Article/Whither-Brand-Website/1009585#uOR6fG5TI8thI6tT.99"
  • "Social media at it's core doesn't want to be marketed to.“F-Commerce = JC Penney, 1-800 Flowers, and Delta AirlinesAssumption that “Facebook as portal” philosophy (AOL of the 21st Century), but that assumes we are farther along the f-commerce continuum than is actually the case.Focus instead on social utility - which we define as providing a social service that helps people find social solutions to problems or that solves social problems.For example, “away we go” App by DeltaORDevelop content that influences connected customers down the purchase path (to the correct channel to transact).
  • TIPS: Expanding Your Website and Increasing SEO

    1. 1. Improving Your Website and SEORamsey Mohsen | @rmDEGdigital.com
    2. 2. about me: ramsey mohsen Director of Social Media at DEG National speaker regarding Digital Marketing/Social Media Over 6.5+ million views on YouTube Co-founder of the Travel Channel featured „Ugly Christmas Sweater Party‟ (fundraiser) Named one of Ingrams Magazine‟s “Twenty In Their Twenties”
    3. 3. Founded in 1999 in Overland Park, KS110+ associates, strategists, designers& developersTrusted partner and significant workfor global brands
    4. 4. `
    5. 5. http://www.emarketer.com/Article/Content-Vaults-No-1-Marketing-Priority-2013/1009648
    6. 6. You need to have a digital strategy.All the digital channels should support each other. Website Google Search Email Facebook YouTube Twitter #IWCA | @rm | DEGdigital.com
    7. 7. The burden of Facebookand Twitter vs. yourwebsite.
    8. 8. “One-fifth of respondentsclaimed their website wasonly „basic‟ and not it‟score of marketing activity.- Web Analytics Association ”
    9. 9. All roads lead back toyour website.
    10. 10. Your audience comes to thewebsite to “do”.
    11. 11. TIP: Audit and rank the toptasks for your audience.
    12. 12. TIP: Audit your „Contact Us‟inbox and group the topicsand questions.
    13. 13. The problem with most companies isthat you‟re focused on you, not yourcustomer.
    14. 14. define your targets, personas
    15. 15. http://www.pardot.com/resources/whitepapers
    16. 16. content mapping
    17. 17. “Content is my best B2B socialmedia lesson. Ive seen manycompanies learn that providinginteresting content (videotestimonials or how-to information)is a great way to encourage ”prospects, warm up leads, andconvert to sales opportunities.- Chris Brogan
    18. 18. Develop content maps opportunities forcontent or information you can providethroughout the buyer and existing customercycle.
    19. 19. identify opportunities for a digital experience:“the movie theater example”
    20. 20. Sales Process Workflow Example1. Potential client calls the office.2. Salesman takes the call, qualifies, sets appt.3. Salesman goes to job, establishes relationship.4. 2nd or 3rd project visit may follow.5. Follow-up phone calls.6. Proposal emailed to client with follow-up call.What other aspects of the business could benefit from a digital touchpoint or interaction? Or content that can be searched for and foundonline?
    21. 21. http://www.pardot.com/resources/whitepapers
    22. 22. Don‟t under invest + underestimate in content. And the resources it takes to develop it.
    23. 23. TIP: ratings and reviews
    24. 24. 58% check email first…people start their day by checking theiremail.
    25. 25. ideas for emails to drive website traffic, new biz Establish milestones for service, send automated reminder emails: - thank you, 6 month, 12 month - could be customized by type of service - complimentary services/products - “business birthdays” #IWCA | @rm | DEGdigital.com
    26. 26. SEO
    27. 27. “Your brand is not what you say it isits what Google says it is.- Chris Anderson, Wired Magazine ”
    28. 28. What is SEO? 101: Search Engine Optimization (SEO) Why is it important? – how do search engines work? – pay for click vs. pray for click – over 80 attributes go into Google‟s „secret algorithm‟ to determine website page relevancy and ranking #IWCA | @rm | DEGdigital.com
    29. 29. What does Google say about you?
    30. 30. What does Google say about you?
    31. 31. URL naming convention The page URL should use keywords related to the topic of the page: BAD:  http://www.YourCompanyHere.com/12345-ABC GOOD:  http://www.YourCompanyHere.com/services-or-product-name-here #IWCA | @rm | DEGdigital.com
    32. 32. metatags should be coded Ensure with your web developer that Metatags are defined and populated for your pages: – Title – Description – Keywords #IWCA | @rm | DEGdigital.com
    33. 33. keywords on pages Ensure that you identify the keyword or phrase you‟re targeting for search engines on key pages of your website. Copy and text should use that keyword as many times as relevant (don‟t over use the keyword or phrase). #IWCA | @rm | DEGdigital.com
    34. 34. links, links, links Links build trust (by search engines). It certifies the legitimacy to your content. Inbound vs. outbound links? Ask other trusted websites and partners for “link backs” (those you have relationships with). #IWCA | @rm | DEGdigital.com
    35. 35. SEO Resources Get an agency to manage and advise – ensure they „prove their worth‟ before you lock in budget, contract Helpful websites: – seomoz.org – searchengineland.com #IWCA | @rm | DEGdigital.com
    36. 36. You need a plan… that considers your objectives and your targets… before you select your strategies and technologies.
    37. 37. You need to have a digital strategy.All the digital channels should support each other. Website Google Search Email Facebook YouTube Twitter #IWCA | @rm | DEGdigital.com
    38. 38. Thank you.Questions?www.degdigital.comwww.ramseymohsen.com@rm on Twitter

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