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DIY Online Domination

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  • 1. DIY - ONLINE DOMINATIONLachlanMacPherson http://www.sennza.com.au/ | Twitter: @sennza
  • 2. YOU HAVE THE TOOLS, NOW WHAT?Ø  Get found on GoogleØ  SEO – Top 5 things to do now!Ø  Life beyond GoogleØ  Don’t chase your customers, let them find you!Ø  Inbound Marketing. What is it?First stop, SEO Quick Guide
  • 3. SEO & WORDPRESS“If you do everything on WordPressyou’re pretty much automaticallycovered as far as SEO”- Matt Cutts, Head of the Webspam Team @ Google
  • 4. ADVANTAGES OF A WORDPRESS SITEØ  Search Engine Friendly URLSØ  RSS FeedsØ  Content Rich, Search Engine Friendly HTMLØ  Visitor ParticipationØ  Scheduling of postsØ  Ease of maintenanceØ  Extensibility (“there’s a plugin for that”)One click plugin, theme and core updates!
  • 5. 1. CHANGE YOUR PERMALINKSUnder Settings->Permalinks
  • 6. 2. WORDPRESS SEO BY YOASTØ  Title and Meta DescriptionsØ  Take control of robots!Ø  Canonical URLsØ  BreadcrumbsØ  XML SitemapsØ  Twitter & Facebook Open Graph DataThe Best SEO plugin for WordPress!http://wordpress.org/extend/plugins/wordpress-seo/
  • 7. 3. TITLE AND META DESCRIPTIONSDead simple checklist for each page!
  • 8. 4. BREADCRUMBSHome > Blog > SEO
  • 9. 5. XML SITEMAPSWebmaster Tools
  • 10. 6. SOCIAL - TWITTER & FACEBOOKAdditional data for people linking to you on social networks!
  • 11. DIVERSIFYØ  Search – People find youØ  Referral – Found you though (online) word of mouthØ  Direct – Repeat business, or know who you are.Don’t rely on Google to be there for youhttp://www.google.com/analytics/
  • 12. WHAT IS INBOUND MARKETING?Ø  The opposite of Outbound Marketing (Push Marketing)Ø  Advertising, TV, Radio, Newspaper, Online PPCØ Outbound relies on shoving your messages in other peoples faces.Ø …Again, and again, and again.Ø With Inbound, customers *stumble* across you.Ø  Customers see you as an authority in your marketØ They look to you for advice and thought leadership.This all sounds great… BUT HOW???http://inbound.org/ - Keep up to date with the latest inbound marketing news
  • 13. WHAT DO CELEBRITYCHEFS KNOW ABOUTBUSINESS THATYOU DON’T?Hint, it’s not about the food…
  • 14. GIVE YOUR RECIPES AWAYØ They don’t closely guard there secret recipesØ They give them awayØ Give people as much information to help them as you canØ  Don’t be afraid of your competitionØ If you don’t they eventually willAdditional data for people linking to you on social networks!
  • 15. CONTENT IS THE FUTUREhttp://www.youtube.com/watch?v=LerdMmWjU_EIf Coca Cola is doing this, how long until you competitors are?
  • 16. THAT’S FINE FOR COCA COLA...Ø Do you have a smart phone?Ø It has a camera and a microphoneØ  Interview smart people – smallbusinessbigmarketing.comØ  Record your thoughts on the way to work – tontodigital.comØ Interview your customers! – 30 second clip how they use/love your productØ Don’t have happy customers?Ø 5 things our customers hated about our product and what we did to fix it!Ø Scared of your face and voice? You phone also takes picturesØ  Do you have a laptop with the webcam?Ø http://plus.google.com/hangouts/ <- This is small business GOLD!If Coca Cola is doing this, how long until you competitors are?
  • 17. BUT MY INDUSTRY IS BORING…Ø Boring Content: Ø  http://www.seomoz.org/blog/companies-in-boring-niches-creating-great-content Ø  Dollar Shave ClubØ BlendtecØ Open Business Forum – American ExpressØ  Think about related industriesØ  ForumsØ Is it shareable? – It you received it in an email, would you forward it to a friend?Additional data for people linking to you on social networks!
  • 18. GET OFFLINEØ It doesn’t have to be onlineØ Meetup.com – small get togetherØ Eventbrite.com – bigger eventsØ  Stop thinking about $’s start thinking how you can help othersAdditional data for people linking to you on social networks!
  • 19. RECAP!Ø  Niche – Go for the quick wins!Ø  Leverage free and cheap softwareØ  Automate the pain points in your businessØ  Action the 6 SEO quick wins. Do it now!Ø  Create sharable contentØ Your business is not boringhttp://www.sennza.com.au/
  • 20. THANKS!ANY QUESTIONS?http://www.sennza.com.au/