Did You Google It? Presentation
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Did You Google It? Presentation

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Our final presentation from our June 22nd Search Church event titled "Did You Google It?" by Ethan Lyon, Mike King, Wil Reynolds and Tom Critchlow.

Our final presentation from our June 22nd Search Church event titled "Did You Google It?" by Ethan Lyon, Mike King, Wil Reynolds and Tom Critchlow.

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Did You Google It? Presentation Did You Google It? Presentation Presentation Transcript

  • Did You It? SEO Basics for Non-Profits & Small Biz Owners“Did You Google It?” #searchchurch
  • NEED WIFI? Network: SearchChurch2 No Password!“Did You Google It?” #searchchurch
  • Raffle! • 1 Year “Silver” Subscription of Majestic SEO (worth over $500) • Includes: – Site Explorer – Backlink History tool – Bulk Backlink Checker – Custom Reports – And more!“Did You Google It?” #searchchurch
  • The William Way Community Center • Location: 1315 Spruce Street, Philadelphia, PA 19107 • Mission: The William Way LGBT Community Center seeks to encourage, support, and advocate for the well-being and acceptance of sexual and gender minorities through service, educational, recreational, and cultural programming. • Website: www.waygay.org • Facebook: /waygayphiladelphia • Twitter: @waygay • Email: info@waygay.org“Did You Google It?” #searchchurch
  • Set It and Forget It Analytics By Ethan Lyon“Did You Google It?” #searchchurch
  • I dont have time & Im not a data nerd“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Don’t I need a data geek?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Let’s set it and…. forget it!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • How are we going to do it? • Set up Google Analytics • Google Analytics Alerts • Google Analytics Dashboards“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Do you have 30 mins for me? • 15 mins for Analytics set up • 15 mins for alerts and reports“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Why should you take 30 mins out of your day?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Do we have Analytics installed? http://bit.ly/analyticshelper“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Lets create an account and go!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Remember the name of your website?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Can you copy and paste?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Did it work? Success!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • We have data, are we being successful?“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Lets focus on programs“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Lets try to increase visits to social programs http://waygay.org/programs/social.asp“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Lets create some goals!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Lets add values and the conversion URL“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • We can mark milestones! Annotate Events“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Now were tracking what matters, lets create alerts • If X happens, on X day, let me know“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Let’s set up our alerts to set it and… forget it!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Create the alert“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Traffic has flatlined Courtesy of Rachael Gerson (@rachaelgerson)“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Email campaigns fall short“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Press mentions“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Track visits to broken pages Type waygay.org/rubbish and you’ll get something like:“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Track visits to broken pages (pt 2) Right click on page and “view page source”“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Track visits to broken pages (pt 3)“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Goals stop working“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • How to set up a dashboard Need to Would like Could live have to have without“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • This is what itd look like Press / Visit Top Goals Location Content“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Lets create a high-level dashboard“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • This is what itd look like“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Schedule email reports to set it and forget it!“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Thank you! • Twitter: @ethanlyon • Email: ethanl@seerinteractive.com“Did You Google It?” #searchchurch Set It and Forget It Analytics
  • Content Creation Strategy By Mike King“Did You Google It?” #searchchurch
  • CONTENT IS LIFEBLOOD OF THE WEB For inbound marketing, content is the price of admission. Make remarkable content or you won’t be around next year.“Did You Google It?” #searchchurch Content Creation Strategy
  • CONTENT STRATEGY + SEO MUST WORK Content Strategy and SEO go hand in hand. To maximize the effectiveness of each you should absolutely NEVER have one without the other.“Did You Google It?” #searchchurch Content Creation Strategy
  • WE BET OUR AGENCY ON IT Creating remarkable content is required to build links at scale. At iAcquire we’ve shifted our entire offering to reflect that.“Did You Google It?” #searchchurch Content Creation Strategy
  • WHAT DOES THIS MEAN FOR WILLIAM WAY? Brands are the new content creators of the future. Watch this http://www.youtube.com/watch?v=LerdMmWjU_E It’s time to become a brand committed to building remarkable content targeted at the LGBT audience.“Did You Google It?” #searchchurch Content Creation Strategy
  • Content Audit“Did You Google It?” #searchchurch Content Creation Strategy
  • EVERYTHING IS CONTENT! I did a complete content audit of assets across the William Way ecosystem….“Did You Google It?” #searchchurch Content Creation Strategy
  • WHAT I FOUND 41 HTML Pages (excluding individual calendar entries) 14 PDFs 9 YouTube Videos 4 Vimeo Videos (2 exclusive to Vimeo)“Did You Google It?” #searchchurch Content Creation Strategy
  • WHAT WAS LINK-WORTHY? The only thing link-worthy on the site right now is the annual report PDF. Other things may be ephemerally share-worthy, but nothing else on the site is likely to naturally attract links.“Did You Google It?” #searchchurch Content Creation Strategy
  • THE INTERNET HATH SPOKEN! Apparently, I’m not the only one who feels this way. Only 3 URLs on the site have external links and 2 of those are the homepage.“Did You Google It?” #searchchurch Content Creation Strategy
  • THE INTERNET AGREES AGAIN! According to this Social Crawlytics (http://socialcrawlytics.com/) report your content doesn’t get much traction in social media and most activity is in Facebook.“Did You Google It?” #searchchurch Content Creation Strategy
  • BUT!“Did You Google It?” #searchchurch Content Creation Strategy
  • …ALL IS NOT LOST Much of the content on the site can be spiced up with a few engaging additions and made link-worthy.“Did You Google It?” #searchchurch Content Creation Strategy
  • PUT THE VIDEOS ON THE SITE Place the videos on the William Way site itself (using Wistia) and leverage transcripts (using Speechpad.com) and video sitemaps to improve visibility. While you’re at it put the other 2 videos on YouTube.“Did You Google It?” #searchchurch Content Creation Strategy
  • MAKE MORE VIDEOS Video appears to be the strong suit of William Way’s content creation. Leverage the community create more video assets for every event that happens in the Community Center.“Did You Google It?” #searchchurch Content Creation Strategy
  • ADD PICTURES, MAPS Add richer media to existing pages to make them more compelling and share-worthy. Give them as much of an experience is possible without them having to leave the William Way site.“Did You Google It?” #searchchurch Content Creation Strategy
  • USE GOOGLE CALENDAR The Calendar is a large draw to both the site and the community center itself. Place it on Google Calendar so that it is easily shared and imported by users.“Did You Google It?” #searchchurch Content Creation Strategy
  • PUSH MORE TO SOCIAL William Way’s social accounts don’t update as often as events happen. Reminders of events and live-tweeting of special events should be implemented.“Did You Google It?” #searchchurch Content Creation Strategy
  • MAKE IT EASY TO SPREAD THE WORD Incorporate social share buttons that allow people to share the event that they have signed up to attend.“Did You Google It?” #searchchurch Content Creation Strategy
  • PULL MORE FROM SOCIAL Black Milk Clothing pulls pictures of people wearing their garments from hashtagged pictures on Instagram and Twitter. Do the same for event specific hashtags.“Did You Google It?” #searchchurch Content Creation Strategy
  • THE NEW DESIGN Make “Donate” Stand out The new design of the site is great. I thank you, the internet thanks you. Only real suggestion I’d give is: Make the donate button a different color or size so it draws more attention.“Did You Google It?” #searchchurch Content Creation Strategy
  • Content Strategy“Did You Google It?” #searchchurch Content Creation Strategy
  • PERSONAS MONEYBAGS MONTY LIVELY LISA SELF-CONSCIOUS SUE PROUD PETE• Moneybags Monty is a 36 year Lively Lisa is 32 year old Self-Conscious Sue is a 31 Proud Pete is a 24 year old out old gay suburban home owner social butterfly who is proud bi-sexual recent divorcee of work college grad who has who is has an active voice in to let her lesbian “wings” fly. mother of one, who is very recently told his family he was the LGBT community. Bob She currently works in concerned about her job and gay. “Coming out” has given works for a Fortune 500 Philadelphia and lives just how much the housing Pete a new out look on life, and company in Philadelphia and outside of the city. Her main downfall will affect her and being out of work give him plenty has a disposable income which concerns in life is finding her family. Being a single of time to have a very heavy he uses to partake in the finer love, her career and raising gay mother, her concerns online social presence, which is things in life. While most of his a family one day. While she vary from LGBT political greatly influences by his friends, social beliefs fall in align with does have her hand in all issue as well as social limited budget and being openly the LGBT community, he is aspects of social media on a acceptance of lesbians in gay. very fiscally responsible. daily basis, LGBT issues America. And how her sex However being a fiscal aren’t the focus of her life. life would affect the raising of conservative does not hinder And mostly places her her child his willingness to donate to sexuality on the back burner LGBT based organizations.“Did You Google It?” #searchchurch Content Creation Strategy
  • PERSONAS MONEYBAGS MONTY KEY INSIGHT MoneyBags Monty thinks of his involvement as both a lifestyle and a sociopolitical statement. He needs to be armed with content that he can• Moneybags Monty is a 36 year old gay suburban home owner who is has an active voice in use to make his statement. the LGBT community. Bob works for a Fortune 500 company in Philadelphia and has a disposable income which he uses to partake in the finer things in life. While most of his social beliefs fall in align with the LGBT community, he is very fiscally responsible. However being a fiscal conservative does not hinder his willingness to donate to LGBT based organizations.“Did You Google It?” #searchchurch Content Creation Strategy
  • PERSONAS LIVELY LISA KEY INSIGHT Lively Lisa’s participation is like to be intermittent as she recognizes herself as part of the LGBT community but she Lively Lisa is 32 year old doesn’t use it to define her everyday social butterfly who is proud to let her lesbian “wings” fly. life. She currently works in Philadelphia and lives just outside of the city. Her main concerns in life is finding Capture her regularly with reactions to love, her career and raising a family one day. While she does have her hand in all news aspects of social media on a daily basis, LGBT issues aren’t the focus of her life. And mostly places her sexuality on the back burner“Did You Google It?” #searchchurch Content Creation Strategy
  • PERSONAS SELF-CONSCIOUS SUEKEY INSIGHTSelf-Conscious Sue is looking foranswers and is likely to be engaged insocial media daily. She’s like to blog,participate and share content on her Self-Conscious Sue is a 31 bi-quest to solidarity. sexual recent divorcee mother of one, who is very concerned about her job and how much the housing downfall will affect her and her family.Self-Conscious Sue is likely to be the Being a single gay mother, her concerns vary from LGBTmost active content consumer in the political issue as well as social acceptance of lesbiansmix. in America. And how her sex life would affect the raising of her child“Did You Google It?” #searchchurch Content Creation Strategy
  • PERSONAS PROUD PETE KEY INSIGHT Proud Pete is the quiet supporter who will become a one of the loudest members of the audience once he “comes out.” Proud Pete is a 24 year old out of work college grad who has recently told his family he was Proud Pete will ultimately become a gay. “Coming out” has given Pete a new out look on life, and being out of work give him plenty of large consumer and creator of content time to have a very heavy online social presence, which is greatly in this space. influences by his friends, limited budget and being openly gay.“Did You Google It?” #searchchurch Content Creation Strategy
  • CORE STRATEGY “We will develop informative, educational and entertaining content for distribution on the William Way site and across social media channels with the goal of increasing membership, Share of Voice in the LGBT conversation and overall brand awareness in the Philadelphia community.”“Did You Google It?” #searchchurch Content Creation Strategy
  • BRAND PROMISE “The William Way Community Center seeks to encourage, support, and advocate for the well-being and acceptance of sexual and gender minorities through service, recreational, educational, and cultural programming.”“Did You Google It?” #searchchurch Content Creation Strategy
  • tactics.“Did You Google It?” #searchchurch Content Creation Strategy
  • The Smartest Thing I Can Ever Say Eliminate the distance between what’s happening online and offline.“Did You Google It?” #searchchurch Content Creation Strategy
  • SHOWCASE THE PEOPLE Chicago’s Center on Halsted focuses on the people that are a part of the community and have joined the center. Place them front and center and you will find people are far more likely to engage.“Did You Google It?” #searchchurch Content Creation Strategy
  • HUMANIZE THE BRAND The GSA network does a great job of putting their team front and center and showing there are actual people on the other side.“Did You Google It?” #searchchurch Content Creation Strategy
  • TELL COMPELLING STORIES There’s a variety of ways to tell stories online. Some have used the Storybird.com children’s book format to create great content around the subject, you can also use video as well.“Did You Google It?” #searchchurch Content Creation Strategy
  • PLAY UP DONATIONS Working on the Big Brothers Big Sisters “Start Something” campaign we saw an uptick in donations after a counter was installed.“Did You Google It?” #searchchurch Content Creation Strategy
  • COMMUNITY BLOGGERS Turn members of the community into thought leaders by leveraging their writing talents for a daily blog about all the topics that align with William Way’s business goals. Use this to spotlight community members as well.“Did You Google It?” #searchchurch Content Creation Strategy
  • USTREAM EVENTS Broadcast community center events online so those that cannot be there can enjoy and those from other cities can see what they are missing. You can also use the recordings as content after the fact.“Did You Google It?” #searchchurch Content Creation Strategy
  • ENGAGE COMMUNITY IN SOCIAL MEDIA Tweetups, Google Hangouts and Polls on Facebook are all easy and repeatable ways to engage the community in social media.“Did You Google It?” #searchchurch Content Creation Strategy
  • VISUALIZE YOUR DATA Infographics work. Give people something portable and they will spread it and link to it.“Did You Google It?” #searchchurch Content Creation Strategy
  • CREATE GUIDES Like any other niche the LGBT community can benefit greatly from definitive guides that educate and entertain.“Did You Google It?” #searchchurch Content Creation Strategy
  • MORE IDEAS Add An Online Community Comment On News Crowdsource Video #Tweetups I wanted to suggest more of these things, but I think we’ve loaded up with enough to get it started!“Did You Google It?” #searchchurch Content Creation Strategy
  • HOW DO YOU COME UP WITH CONTENT IDEAS? ASK EAVESDROP STEAL Post Questions to your Do keyword searches in See what your audience in social free social listening competitors made and media tools make a better version of it 80“Did You Google It?” #searchchurch Content Creation Strategy
  • Keyword Research“Did You Google It?” #searchchurch Content Creation Strategy
  • INFORMATION ARCHITECTURE Each page should have 2-3 keywords associated with it.“Did You Google It?” #searchchurch Content Creation Strategy
  • I’LL START YOU OFF“Did You Google It?” #searchchurch Content Creation Strategy
  • THE REST IS UP TO YOU Input a keyword or a URL, set Match Type to [Exact] go for the ones with enough Local Monthly Searches. https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestTyp e=KEYWORD_IDEAS“Did You Google It?” #searchchurch Content Creation Strategy
  • MAXIMIZING KEYWORD USAGE Page Titles should be up to 70 characters, unique, keyword-relevant, start with the target keyword. Meta Descriptions should be up to 155 characters, unique, keyword-relevant and include a call to action. Heading Tags should be keyword-relevant, there should be only one H1. Images should have keyword-relevant filenames and alt attributes. URLs should be short and keyword-relevant without queries. Body Text should have keywords distributed naturally and evenly throughout.“Did You Google It?” #searchchurch Content Creation Strategy
  • INTERNAL LINKING STRUCTURE Each page owns a keyword. The first time a keyword or a variant is mentioned on any page link back to its owner. Do a quick keyword search in the Adwords tool when titling your articles and determining the keyword a new page owns.“Did You Google It?” #searchchurch Content Creation Strategy
  • Content Calendar“Did You Google It?” #searchchurch Content Creation Strategy
  • 6-MONTH CONTENT CALENDAR July Aug Sept Oct Nov DecContent DevelopmentTopic Focus TBD TBD TBD TBD TBD TBD Plan out themes for the next six months, potentially around LGBT holidays and create big content around those themes.“Did You Google It?” #searchchurch Content Creation Strategy
  • CONTENT SCHEDULE One Blog Post per weekday (minimum) Weekly Google Hangout Monthly #lgbtchat tweetup Bi-weekly Other content launch (Video, infographic, etc). Stick to this schedule and push this content out to social at 9am, 12pm, 3pm, 5pm and 9pm in addition to your mailing list and you will build traction.“Did You Google It?” #searchchurch Content Creation Strategy
  • EXAMPLE SITES www.gaycenter.org/ http://www.huffingtonpost.com/gay-voices/ http://www.gaycenter.org/ http://www.centeronhalsted.org/ http://www.centralpalgbtcenter.org/ These are some of the sites I looked at that had elements of great content strategy. Under this plan William Way is poised to be even better!“Did You Google It?” #searchchurch Content Creation Strategy
  • Thank You! MICHAEL KING Director of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank“Did You Google It?” #searchchurch Content Creation Strategy
  • Link Building By Wil Reynolds“Did You Google It?” #searchchurch
  • How this event came to be?“Did You Google It?” #searchchurch 93
  • TY @jaibee“Did You Google It?” #searchchurch 94
  • If you build it they will come“Did You Google It?” #searchchurch 95
  • “Did You Google It?” #searchchurch 96
  • Links = TRUST“Did You Google It?” #searchchurch 97
  • Great content - Links = No SE traffic“Did You Google It?” #searchchurch 98
  • Great content - Links / Social = No traffic“Did You Google It?” #searchchurch 99
  • What are your goals?“Did You Google It?” #searchchurch 100
  • “Did You Google It?” #searchchurch 101
  • Donors Advocacy Engagement Memberships“Did You Google It?” #searchchurch 102
  • How can Google make that happen?“Did You Google It?” #searchchurch 103
  • Higher Rankings“Did You Google It?” #searchchurch 104
  • Higher Rankings + traffic (advocacy) + attendance (engagement) More donors!! “Did You Google It?” #searchchurch 105
  • Poll: Philadelphia Gay Calendar Philadelphia Gay Events“Did You Google It?” #searchchurch 106
  • Tool #1 Google.com“Did You Google It?” #searchchurch 107
  • “Did You Google It?” #searchchurch 108
  • Tool #2 Google Keyword Tool“Did You Google It?” #searchchurch 109
  • “Did You Google It?” #searchchurch 110
  • Site:yoursite.com intitle:keyword“Did You Google It?” #searchchurch 111
  • What is a title?“Did You Google It?” #searchchurch 112
  • Current title of events page “William way community center”“Did You Google It?” #searchchurch 113
  • What if it was…“Did You Google It?” #searchchurch 114
  • New title of events page “Philadelphia Gay Calendar & Events for the LGBT Community”“Did You Google It?” #searchchurch 115
  • 30 second change Gets you in front of Thousands more people“Did You Google It?” #searchchurch 116
  • 10 – 20 opportunities“Did You Google It?” #searchchurch 117
  • “Did You Google It?” #searchchurch 118
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  • Content Drives Links“Did You Google It?” #searchchurch 121
  • Am I writing content people want?“Did You Google It?” #searchchurch 122
  • “Did You Google It?” #searchchurch 123
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  • Missing a chance to help couples!“Did You Google It?” #searchchurch 125
  • Am I using the right words on my site to achieve my objectives?“Did You Google It?” #searchchurch 126
  • “Did You Google It?” #searchchurch 127
  • Events are a big source of fundraising“Did You Google It?” #searchchurch 128
  • “Did You Google It?” #searchchurch 129
  • Homepage?“Did You Google It?” #searchchurch 130
  • Homepage?“Did You Google It?” #searchchurch 131
  • Assets: Events / Archives“Did You Google It?” #searchchurch 132
  • No link “Did You Google It?” #searchchurch 133
  • “Did You Google It?” #searchchurch 134
  • Google Alerts“Did You Google It?” #searchchurch 135
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  • .org? Or .com?“Did You Google It?” #searchchurch 140
  • Opensiteexplorer.com“Did You Google It?” #searchchurch 141
  • “Did You Google It?” #searchchurch 142
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  • Thank you! • Twitter: @WilReynolds“Did You Google It?” #searchchurch
  • 5 Ways To Bootstrap Marketing By Tom Critchlow“Did You Google It?” #searchchurch
  • 1) A Visible Simple Metrichttp://mygengo.com/about-us/blog/why-your-startup-needs-a-visual-dashboard/“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  • 2) Hustle > Marketinghttp://www.distilled.net/linkbait-guide/ “Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  • 3) Do One Thing Often“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  • 4) Build A Platform“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  • 5) The Secret Ingredient“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  • 5.5) Cheat Dear William Way Center, heres a list of folks I think you should reach out to: • http://www.phillymag.com/best_of_the_gayborhood/index. html • http://followerwonk.com/bio/?l=Philadelphia • http://lgbtfriends.meetup.com/cities/us/pa/philadelphia/ • http://www.edgephiladelphia.com/ • http://www.outbrands.com/leadership.html“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  • Thank you! • Twitter: @TomCritchlow“Did You Google It?” #searchchurch 5 Ways To Bootstrap Marketing
  • Q&A Time“Did You Google It?” #searchchurch