• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Pub355W: SEO, Marketing Roles & Planning
 

Pub355W: SEO, Marketing Roles & Planning

on

  • 831 views

SEO and marketing planning review

SEO and marketing planning review

Statistics

Views

Total Views
831
Views on SlideShare
99
Embed Views
732

Actions

Likes
0
Downloads
4
Comments
0

1 Embed 732

http://pub355.wordpress.com 732

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Pub355W: SEO, Marketing Roles & Planning Pub355W: SEO, Marketing Roles & Planning Presentation Transcript

    • Marketing Roles, SEO & Measuring Success Presented Nov 8, 2013
    • v http://moz.com/rand/the-t-shaped-web-marketer/
    • Growth Hacker
    • SEO:  Search  Engine  Op/miza/on Is  that  just  wri/ng  spammy  stuff  or   code  for  the  search  bots?
    • SEO  Facts  &  Myths So  this  SEO  copywriter  walks  into  a  bar,  grill,  pub,   public  house,  Irish  bar,  bartender,  drinks,  beer,   wine,  liquor
    • SEO  is  CDO “Content  Discovery  Op/miza/on”   Social  Cues        External  Cues        On-­‐page  Cues Jesse  McDougall  of  Catalyst  Webworks,  TOC
    • Computers  Are  Dumb
    • How  Search  Works
    • Search  Bots  Try  to  Mimic  Humans Social  Cues • Stars • Reviews • Image,  Video • Social  sharing +1’d Shared  by Tweets External  Cues • Site  is  crawlable • No  duplicate  content Origina/ng  source? • Incoming  links #  of  links Anchor  text Quality/type: Comment Text  link YouTube Blogroll Ad • Page  load  speed • Bounce On-­‐Page  Cues • Keywords • Title  tag • Meta  descrip/on • Heading  tags • 1st  200  words • Bold • Anchor  text • Image  filename • Internal  links
    • French  paren/ng  book Social  Cues External  Cues On-­‐Page  Cues
    • On-­‐Page  Cues
    • The  cues  are  missing
    • “coverimage”   9780143182573H.jpg” 265  x  400 alt="Image  of  EVERYTHING   WAS  GOOD-­‐BYE"> “authorphoto” 2000000469L.jpg
    • SEO  is  about  Content  Discovery Social  Cues • Rich  snippets Stars Reviews Authorship Image,  video • Social  sharing +1’d Shared  by Tweets External  Cues • Site  is  crawlable • No  duplicate  content Origina/ng  source? • Incoming  links #  of  links Anchor  text Quality/type: Comment Text  link YouTube Blogroll Ad • Page  load  speed • Bounce On-­‐Page  Cues • Keywords • Title  tag • Meta  descrip/on • Heading  tags • 1st  200  words • Bold • Anchor  text • Image  filename • Internal  links
    • st  200  characters Body  Copy  —  1
    • The  5  Whys Reasons  Why  You  Should  Write  SEO  Copy 1. Because  you  want  people  to  find  your  stuff  when  they  don’t  even  know  they  are  looking   for  it.  (In  the  real  world,  you  make  sure  the  book  is  in  stock.)   2. Because  the  copy  needs  to  be  a  good  salesperson.  (The  online  sales  funnel  goes  like  this:   you  like  it,  buy  it,  review  it,  recommend  it,  find  more  like  it.) 3. Because  you  want  to  put  words  in  their  mouth—teach  fans  how  to  best  pitch  their   friends.  (1,000  songs  in  your  pocket.) 4. Because  you  don’t  want  to  disappoint  people  who  are  looking  for  it:   Bookseller  doing  price  check.  Producer  scou/ng  for  author  interview.  Fan  who  wants  to   pre-­‐order.  Reviewer  who  wants  an  image.  Person  who  wants  to  recommend.  Author.   Agent.  Just  checking.   5. Because  you  want  to  stack  the  deck.
    • Because  you  want  to  sell  stuff.
    • Why  does  Amazon  win?  Goodreads? Raincoast.com        627  words Amazon.ca     2,943  words Goodreads     3,457  words Amazon.  Focus  keywords: Beau/ful  Mystery  (13),  Louise  Penny  (14) Gamache  (25),  murder  (8),  mystery  (33),   Suspense  (6),  Fic/on  (8),  detec/ve  (9) Raincoast.   Beau/ful  Mystery  (2),  Louise  Penny  (3) Gamache  (4),  murder  (2),  mystery  (3),   Suspense  (0),  Fic/on  (2),  detec/ve  (0) Goodreads.   Beau/ful  Mystery  (14),  Louise  penny  (20) Gamache  (37),  murder  (15),  mystery  (32),   Suspense  (1),  Fic/on  (1),  detec/ve  (1)
    • Without  Social  Cues  … Without  External  Cues  …
    • The  On-­‐Page  Cues  Are  Cri/cal. Search  bots  will  try  to  figure  out  the   “theme”  of  a  page’s  content  within  the  first   200  words.   If  you  only  write  500  word  descrip/ons,   you  berer  choose  the  right  words.
    • The  Right  Words  Are  What  I  Mean   By  Keyword  Phrases
    • Roles  are  shising • What  is  a  marke/ng  func/on? • What  is  a  IT  func/on? • Where  do  these  func/ons  fall? –Website  design –Website  maintenance –Video,  audio,  ebook,  app  produc/on –Asset  management –ONIX  file  genera/on,  distribu/on –SEO –Domains,  email,  server  setup
    • Marke/ng  Resources • Geek:  Moz.com,  SearchEngineLand.com  &  SEOBook.com • Marketer:  BoxcarMarke/ng.com,  SocialMediaExaminer.com,   Marke/ngProfs.com • AnalyEcs:  hrps://analy/csacademy.withgoogle.com,  hrp://www.kaushik.net • Writer:  Copyblogger.com • Digital+Books:  DigitalBookWorld.com,  JaneFriedman.com, • ROI:  hrp://www.slideshare.net/thebrandbuilder/olivier-­‐blanchard-­‐basics-­‐of-­‐ social-­‐media-­‐roi,  hrp://www.marke/ngmo.com/4-­‐support-­‐tools/how-­‐to-­‐ calculate-­‐roi-­‐return-­‐on-­‐investment/
    • Outreach Assignment (Nov 8 15) 10% • This will be submitted as part of Draft 2 • Part A: Thinking about Long Gone Man and Cocktail Culture, what existing stories are covered on this topic or author? List 3 and provide headline, 1st paragraph, talking points and URL • Make a list of the top 3 keyword phrases included in these articles. • Part B: Revisit your list of 5 media and bloggers to pitch. How would you revise your pitch angle to be newsworthy? Updated your 5 pitch angles. • Submit this component as part of Sentence 5 in Draft 2 on Nov 15
    • Marketing & Publicity • Budgets. You don’t have one. Most marketing budgets are eaten up by co-op. • 10% of net revenue is the most you’d ever spend to market a book. • Find cheap & smart ideas • $1000 at Amazon. Good because it’s a sales channel. You want the placement at retail channels. • Goodreads is the 2nd best place. Target audience when they are ready to buy or interested in books • Blockbuster / Breakout / Breakeven
    • Marketing & Publicity • Selling point: make it clear what is important about this book. 1st sentence of jacket copy is important. • Who does the author(s) know? How well connected to media are they? • Media needs the So What & Why Now: exclusivity, controversy, anniversary, secrecy, snobbery • Comparative titles: Similar pricing, comparable in terms of author reputation, subject matter
    • Contests • Like-Gate the Contest • Photos & Video can be a barrier to entry, aim for text that you can re-purpose • Add an incentive, share for more votes • Add a secondary action like sign up for newsletter. Don’t make it mandatory. • Don’t run the contest too long or too short • Most votes for random draw; grand prize for best entry based on jury selection • Provide a contest name, details