The Top 10 ReasonsYour Search &Social MediaSuckJay BerkowitzTenGoldenRules.com
► 2009 called they want theirSEO strategy back► You only tested 268 keywords► I tried Facebook…► You use the 2 S’snot the ...
FOX Business TV
Wall Street Journal
U San Fran Internet Masters Certificate
‘2009 called they want their SEO strategies back’
Theof SEO‘ s
Objective = Page Dominance
= Architecture
= Back Links
= Content
Architecture: clean design, meta tags, site mapBack Links: Other sites link TO your websiteContent: keyword research , 250...
Theandof SEO
= Great Content
•Write remarkable content• Create linkable tools and features• No farming= Great Content
Panda!
Quality Raters Guidelineshttp://www.barcelona-webdesign.com/download/GOOGLE_quality-rater-guidelines.pdf
Quality Raters Guidelines•Quality ratings by humans•Trust with your credit card•Attractive, Appealing and usable•Conversio...
Design Matters
Page Speed
Google Advicehttp://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
Panda!• Design and user experience matter for SEO• Obviously optimized copy is bad for SEO• Page Speed counts• Good visito...
Social Signals (Authorship)Google+“Authorship”
Socially Enable Your Website
Socially Enable Your Contente
2. Your website is not ‘responsive ’
43.6% access by mobile!
41.1% iPhone!15.9% iPad
Responsive Design
Google Guidelines
3. You only tested 268 keywords
Landing Page Performance + 44%
Case Study – New Website
Conversion Testing
The Winner! 15.29% Conversion Rate
“You aren’t getting free traffic fromthe #3 website in the world”
http://www.youtube.com/watch?v=LDyvcM0gcVs
Chris Pirillo www.LockerGnome.com@LockerGnome
5. I tried Facebook and it didn’t work…
Sponsored Stories/Promoted Posts
Sponsored Stories/Promoted Posts
Sponsored Stories/Promoted Posts
Same Landing Page For 2 Campaigns.Google CPA $24.42Facebook CPA $6.02
66,644 likes ·78,855 talkingabout this
66,644 likes ·78,855 talkingabout this
29,924 likes6,674 shares
• 69% of calls are either put on hold and the caller hangsup or caller is transferred to a voicemail and hangs upbefore le...
• Wednesday is the worst day for missed calls• 1pm to 2pm is the worst hour for missed callsCall tracking
7. You aren’t following the 3 E’s …
The Three E’s of Social Media – Educate‘How to get traffic to old blog posts…’
The Three E’s - Entertain4.3 million #7
The Three E’s - Engage
Infographicwww.tengoldenrules.com/3-Es-Infograph.jpg
8. You aren’t using competitive intelligence…
9. you aren’t doing all 5 kindsof remarketing
Retargeting Campaigns• 118 Conversions• 32.42% Conversion Rate• $2.07 Cost Per Conversion
Facebook Retargeting
Email Retargeting
YouTube Retargeting
YouTube TrueView Video AdsYou pay only when viewers watch your ad
‘Drip’ ReMarketing
10. you don’t have a content calendarand a cascading content strategy’
Cascade Content!
1. 2009 called they want their SEOstrategy back2. Your website isn’t responsive3. You only tested 268 keywords4. You aren’...
► Top 10 List - Do 1 thing today!► Be my friend! Linked In,Facebook, Twitter► Speaking Opportunities► Consulting, Search, ...
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
Top 10 Reasons Your Search and Social Media Suck
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Top 10 Reasons Your Search and Social Media Suck

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This presentation is called ‘The Top 10 Reasons Your Search and Social Media Suck”.

Some of the reasons everybody else sucks (I know you don't!):


1. ‘2009 called they want their SEO strategy back’
2. “You only tested 268 keywords”
3. “You have no content calendar and no cascading content strategy”
4. “You aren’t testing all 5 kinds of retargeting and remarketing”.
5. “You aren’t targeting the #3 website in the world”
6. “You use the 2 S’ not the 3 E’s”
7. “You aren’t using any/advanced conversion tracking”
8. ‘Facebook doesn’t work’
9. “You don’t use competitive intelligence”
10. “No Facebook candy”

Published in: Business, Technology

Top 10 Reasons Your Search and Social Media Suck

  1. 1. The Top 10 ReasonsYour Search &Social MediaSuckJay BerkowitzTenGoldenRules.com
  2. 2. ► 2009 called they want theirSEO strategy back► You only tested 268 keywords► I tried Facebook…► You use the 2 S’snot the 3 E’s► No Cascading ContentJay BerkowitzTenGoldenRules.com
  3. 3. FOX Business TV
  4. 4. Wall Street Journal
  5. 5. U San Fran Internet Masters Certificate
  6. 6. ‘2009 called they want their SEO strategies back’
  7. 7. Theof SEO‘ s
  8. 8. Objective = Page Dominance
  9. 9. = Architecture
  10. 10. = Back Links
  11. 11. = Content
  12. 12. Architecture: clean design, meta tags, site mapBack Links: Other sites link TO your websiteContent: keyword research , 250 -1000 words. The of SEO
  13. 13. Theandof SEO
  14. 14. = Great Content
  15. 15. •Write remarkable content• Create linkable tools and features• No farming= Great Content
  16. 16. Panda!
  17. 17. Quality Raters Guidelineshttp://www.barcelona-webdesign.com/download/GOOGLE_quality-rater-guidelines.pdf
  18. 18. Quality Raters Guidelines•Quality ratings by humans•Trust with your credit card•Attractive, Appealing and usable•Conversions, time on site, pages viewed
  19. 19. Design Matters
  20. 20. Page Speed
  21. 21. Google Advicehttp://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
  22. 22. Panda!• Design and user experience matter for SEO• Obviously optimized copy is bad for SEO• Page Speed counts• Good visitors metrics are good for SEO• Click through rates on organic listings matter• Where your traffic comes from matters
  23. 23. Social Signals (Authorship)Google+“Authorship”
  24. 24. Socially Enable Your Website
  25. 25. Socially Enable Your Contente
  26. 26. 2. Your website is not ‘responsive ’
  27. 27. 43.6% access by mobile!
  28. 28. 41.1% iPhone!15.9% iPad
  29. 29. Responsive Design
  30. 30. Google Guidelines
  31. 31. 3. You only tested 268 keywords
  32. 32. Landing Page Performance + 44%
  33. 33. Case Study – New Website
  34. 34. Conversion Testing
  35. 35. The Winner! 15.29% Conversion Rate
  36. 36. “You aren’t getting free traffic fromthe #3 website in the world”
  37. 37. http://www.youtube.com/watch?v=LDyvcM0gcVs
  38. 38. Chris Pirillo www.LockerGnome.com@LockerGnome
  39. 39. 5. I tried Facebook and it didn’t work…
  40. 40. Sponsored Stories/Promoted Posts
  41. 41. Sponsored Stories/Promoted Posts
  42. 42. Sponsored Stories/Promoted Posts
  43. 43. Same Landing Page For 2 Campaigns.Google CPA $24.42Facebook CPA $6.02
  44. 44. 66,644 likes ·78,855 talkingabout this
  45. 45. 66,644 likes ·78,855 talkingabout this
  46. 46. 29,924 likes6,674 shares
  47. 47. • 69% of calls are either put on hold and the caller hangsup or caller is transferred to a voicemail and hangs upbefore leaving a message6. You aren’t tracking the right things
  48. 48. • Wednesday is the worst day for missed calls• 1pm to 2pm is the worst hour for missed callsCall tracking
  49. 49. 7. You aren’t following the 3 E’s …
  50. 50. The Three E’s of Social Media – Educate‘How to get traffic to old blog posts…’
  51. 51. The Three E’s - Entertain4.3 million #7
  52. 52. The Three E’s - Engage
  53. 53. Infographicwww.tengoldenrules.com/3-Es-Infograph.jpg
  54. 54. 8. You aren’t using competitive intelligence…
  55. 55. 9. you aren’t doing all 5 kindsof remarketing
  56. 56. Retargeting Campaigns• 118 Conversions• 32.42% Conversion Rate• $2.07 Cost Per Conversion
  57. 57. Facebook Retargeting
  58. 58. Email Retargeting
  59. 59. YouTube Retargeting
  60. 60. YouTube TrueView Video AdsYou pay only when viewers watch your ad
  61. 61. ‘Drip’ ReMarketing
  62. 62. 10. you don’t have a content calendarand a cascading content strategy’
  63. 63. Cascade Content!
  64. 64. 1. 2009 called they want their SEOstrategy back2. Your website isn’t responsive3. You only tested 268 keywords4. You aren’t getting free trafficfrom the #3 website5. Facebook doesn’t work6. You aren’t using advancedconversion tracking7. You use the 2 S’ not the 3 E’s8. No competitive intelligence9. Not testing all 4 kinds ofretargeting”10. No content calendaror cascading content strategyThe Top 10 ReasonsYour Search & Social Media Suck
  65. 65. ► Top 10 List - Do 1 thing today!► Be my friend! Linked In,Facebook, Twitter► Speaking Opportunities► Consulting, Search, SEO,Social MediaThe Top 10 ReasonsYour Search & Social Media SuckJay BerkowitzTenGoldenRules.com
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