SEO & Social Media Explained

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SEO & Social Media Explained - Presentation Transcript

  1. Who is TM?
    Trademark Productions, Inc. is a full service website and software development company.
    SEOMG, the Search Engine Marketing Group within TM specializes in Search Engine Optimization, Search Engine Marketing and Online Advertising.
  2. Who have we worked with?
    Website Development E-Commerce Online Marketing Business Plans
    Consulting Copywriting Database Driven Software
  3. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Search Engine Marketing Benefits
    Search engines represent a very unique medium, which allows you to precisely target an interested audience.
    In other media, the audience is looking at something, and your advertisement is a distraction.
    Searchers are looking for something, and are far more likely to respond to an appropriately targeted offer.
  4. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Search Engine Marketing Options
    Search Engine Optimization (SEO): Optimizing the content of your website to appear on the free side of search engine results.
    Pay Per Click (PPC): Cost-Per-Action advertising targeting the “sponsored listings” on search engine results.
    Blended Strategy / Search Engine Marketing: Utilizing both SEO and PPC to maximize your exposure to search engine users.
  5. What is Pay-Per-Click?
    Pay per click (PPC) is an advertising technique used on websites, advertising networks, and search engines.
    Advertisers bid on "keywords" that they believe their target market (people they think would be interested in their offer) would type in the search bar when they are looking for their type of product or service.
    For example, if an advertiser sells red widgets, he/she would bid on the keyword "red widgets", hoping a user would type those words in the search bar, see their ad, click on it and buy. These ads are called "sponsored links" or "sponsored ads" and appear next to and sometimes above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad.
    While many companies exist in this space, Google Ad Words and Yahoo! Search Marketing, which was formerly Overture, are the largest network operators as of 2006. In the spring of 2006, MSN started beta testing their own PPC service, MSN adCenter.
    Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50). Very popular search terms can cost much more on popular engines.
    Abuse of the pay per click model can result in click fraud.
  6. What is Pay-Per-Click?
  7. Banner / Interactive Advertising
  8. What is Pay-Per-Click?
    Campaigns can be placed in a number of online sites and broken down to be extremely targeted:
    • Keyword Targeted
    • Site Targeted
    • Demographic Targeted
    • Gender, Age, Income, etc.
    • Traffic Targeted
    • Geographic Targeted
    • Countries & Territories
    • Regions & Cities
    • Language Targeted
    • Topic Targeted
    • Tennis, Formula One Auto Racing, etc.
    • Category Targeted
    • Animals, Auto, Entertainment, Food & Drink, etc.
  9. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Pay Per Click Advertising - Pros
    Predictability - maintain control of costs, operate under a fixed or variable budget, adjust investment seasonally.
    Immediate and predictable results - start advertising today, get traffic today. For the most part, the PPC advertiser can control where their site appears in search results.
    Geo-targeting: the ability to restrict advertising to local markets, or deliver different ads to different geographic regions.
    Tracking ROI is relatively easy. Feedback from PPC campaign results drives ROI higher over time, and can even help with SEO strategy.
    With a well designed site already in place, minimal “on site” changes are required - just add landing pages.
  10. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Pay Per Click Advertising - Cons
    ROI is heavily dependent on the Website’s ability to convert traffic into sales.
    Requires an ongoing commitment to measuring, managing, and refining the campaign.
    Traffic can be brought in immediately, but optimizing and refining a campaign can take months.
    Depending on the scope of the campaign, developing creatives (ad copy and headlines) can be expensive.
    PPC may be far more expensive than SEO, although effective PPC campaigns can actually cost less.
  11. SEO / Natural Listings
    Search engine optimization (SEO) as a subset of search engine marketing seeks to improve the number and quality of visitors to a web site from "natural" ("organic" or "algorithmic") search results. The quality of visitor traffic can be measured by how often a visitor using a specific keyword leads to a desired conversion action, such as making a purchase or requesting further information. In effect, SEO is marketing by appealing first to machine algorithms to increase search engine relevance and secondly to human visitors. The term SEO can also refer to "search engine optimizers", an industry of consultants who carry out optimization projects on behalf of clients.
    A range of strategies and techniques are employed in SEO, including changes to a site's code (referred to as "on page factors") and getting links from other sites (referred to as "off page factors").
    These techniques include two broad categories: techniques that search engines recommend as part of good design, and those techniques that search engines do not approve of and attempt to minimize the effect of, referred to as spamdexing. Some industry commentators classify these methods, and the practitioners who utilize them, as either "white hat SEO", or "black hat SEO".
    In all, the success of SEO is dependant on how the large search engines see your site useful to their end users who search on specific keywords to find what they are looking for.
  12. SEO / Natural Listings
  13. SEO / Natural Listings
  14. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Search Engine Optimization - Pros
    Leverage your site’s natural advantages – content, popularity, linking relationships
    Can deliver substantial benefits at a very low cost, especially for a “content rich” site
    Requires minimal ongoing activity for most sites
    Initial investment in SEO can pay off for years to come
  15. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Search Engine Optimization - Cons
    SEO influences, but does not control, the search engine results - there are no guarantees.
    Delayed results - after the initial SEO effort, expect to wait at least 2-3 months for significant traffic.
    Risk of becoming overly dependent on “free” traffic, because results are variable over time.
    Some modifications to site are required; extent of changes dependent on many factors. A professional SEO consultant can help find the best path to results and ROI.
    Poorly executed SEO campaigns can lead to search engine penalties and long term harm to the organization’s online presence.
  16. What Users See
  17. What Search Engines See
  18. SEO/SEMProcess
    Set specific goals – “What are your goals?”
    Research – Where is / What is the Competition doing?
    Current Conditions – Is your site SEO friendly?
    Strategy & Tactics – Create a Game Plan, Implement it
    Analytics– Track Results, Modify Campaign
  19. It’s not Black Magic
    • Set Goals – “What are they?”
    • Research – Where is / What is the Competition doing?
    • Current Conditions – Is your site SEO friendly?
    • Strategy & Tactics – Create a Game Plan, Implement it
    • Analytics – Track Results, Modify Campaign
  20. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Where do I start?
    Determine if you have the time, patience and can afford doing SEO to your site.
    Understand your value of time. Sometimes people leave out their actual cost of their time!
    Be prepared to crawl before you can run. SEO takes time to learn and implement. Results are not overnight!
  21. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Quick SEO Overview for Your Website
    Let’s get you set-up to review your website. The key is having the best tools at your fingertips!
    Use Firefox. It is a clean browser and displays websites the way they are meant to be seen. www.mozilla.com/firefox There are versions for Windows and Mac.
    Once installed go to http:// tools.seobook.com/seo-toolbar and download the Firefox plugin. Install and restart Firefox.
    If you are a web developer or do play with Dreamweaver at times it would be helpful to install the Web Developer Toolbar. https://addons.mozilla.org/en-US/firefox/addon/60
  22. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 1: Where do I rank?
    Analytics. If you have them great! If not sign-up for Google Analytics – it’s free and powerful.
    Keywords – list 5 keyword phrases that you feel you should be ranked for. They can be a product or a term. (I like to rank for “Web Design”)
    Do a search for each keyword in Google. Note the amount of competition for each.
    List where you are, and where your competitors are.
    GO!
  23. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 2: My results
    How did things pan out?
    Are listed where you need to be? Why do you think?
    What is the title and description say for your listing? What about your competitors? Any bolded words?
    Is the competition ahead of you? Why do you think?
    What does you site look like? Does it compare with the competition?
    Are these even the right keywords?
    *if you have analytics you can see how your being found already!
  24. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 3: Shock and Awe
    Confused yet?
    Go to Google and type in the search bar site:www.YOURDOMAINNAME.com
    How do those results look? How many? Are they similar or different?
    Now try a competitors domain name. How do you two match up?
    Go to Yahoo! search bar and type linkdomain:www.YOURDOMAIN.com
    How do those results look? How many? Are they similar or different?
  25. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 4: Understand the Data
    What the search results say, Site: and LinkDomain:
    Title Tags & the importance of keyword selection
    Specific for each page; don’t exceed 60 characters including spaces; readable for humans
    Meta Description Tags – are they unique, keywords present and written for humans? 150 characters max including spaces!
    Where are your links coming from?
    Are they relevant external sites? Are they interior?
  26. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 5: What to do?
    Come up with keywords that best suit your needs; Google Keyword Tool
    Pick your battles – how much competition?
    Plural vs. Singular; Synonyms; alternative wording, lingo and geo-specific terms (pop vs. soda)
    Make your list; Broad terms, Tough and easily achievable
    Broad: Car
    Tough: Chevy Volt
    Easy: Warren Michigan Chevy Volt Dealer
  27. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 6: Title Tags
    Make sure that your title tag includes your keyword (a greater weighting is given to key phrases at the left of the title tag)
    A compelling call-to-action might help you get a better click-through rate in Google search engine results pages.
    Make title tag unique on each page (Google Webmaster Tools can help you detect problems with the title tags)
    Avoid keyword stuffing in your page title.
  28. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 7: Headings (H1, H2, H3)
    Using your keyword in H1 or H2 has some positive effects on SEO
    <h1> is the most important heading - use it only once or twice per document and include your keyword there
    Include different keywords in subheadings within the document
    Avoid keyword stuffing in any of heading tags
  29. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 8: Body Text
    Make sure that the keyword you are targeting really is in your body text
    Put main keywords closer to the top of the document
    Avoid keyword stuffing in body text and don't hide text through colour by blending text color with background color
    Avoid too high keyword density (>10%) as it may lead to penalty (use synonyms, related words and LSI (http://en.wikipedia.org/wiki/Latent_semantic_analysis ) words - http://quintura.com/ will help you find them)
    Pay attention to keyword density
  30. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 9: URL / Domain
    Domain name: If possible, put your main keyword in the domain name
    For SEO it seems that there is no difference between delimiting words in domain name or writing them together. From marketing standpoint it's better not to delimit words in domain name with dashes because of word of mouth marketing.
    URL: Make "user-friendly" urls; put your keywords there and leave out stop words (http://www.ranks.nl/resources/stopwords.html) like "I", "a", "an" etc. Also try to avoid special characters like "&", "?", "=", "$", "%", "^" in the URL.Avoid keyword stuffing in URLs and try to keep them within a reasonable length.
  31. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 10: SiteMap / Robots.txt
    Sitemap is a file or multiple files that list URLs for a website.
    It is important to submit your sitemap to Google Webmaster Tools
    It is important to include a link to sitemap file in your robots.txt file. If you want to put sitemap on different domain you must put a link to it in your robots.txt file. All information about sitemaps - http://www.sitemaps.org/ You can also submit your sitemap to Yahoo! Site Explorer and MSN Live Webmaster Center. If you don't have a sitemap, try sitemap generators
    Robots.txt is a file on your site that tells web spiders (like Googlebot) how to behave on your site.
    Robots.txt should contain a link to your sitemap (for example: Sitemap: http://www.tmprod.com/sitemap.xml) . All information about robots.txt - http://www.robotstxt.org/
  32. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 11: Meta Description
    Make sure that the keyword you are targeting really is in your meta description
    Create unique meta description for every pagePut your keyword closer to the start of the meta description
    A compelling call-to-action in meta description might help you get a better click-through rate in Google search engine results pages.
    Avoid keyword stuffing in meta description
    Keep the lenght of meta description under 160 characters (15 - 20 words) to make sure that your message isn't truncated in Google SERPs.
    Make meta description different from page title (<title>).
  33. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 12: Links
    For internal linking - put nofollow attribute on links to unimportant pages (from SEO standpoint - like "Privacy Policy", "Contact us" and other pages)
    Put keywords in anchor texts
    If link anchor is an image then put anchor text in image's "alt" attribute
    Avoid keyword stuffing in anchor texts
    Avoid using un-related phrases like "click here" or "more..." in anchor texts
    Linking to similar external sites will help search engines to determine your site's theme
    Check your anchor texts and nofollow attributes
  34. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 13: Load Time
    100% Valid code is great but most of the time search engine spiders can process invalid code as well.
    Using less <table> tags may result in faster page load
    Having smaller HTML will result in faster page load
    Avoid broken images on your site as it slows down page load (click on the "Load time" link to get list of broken images on site)
    Put CSS in external files. If you can combine all CSS information into one file it will make your page load faster
    Put JavaScript code in external files. If you can combine all JavaScript code information into one file it will make your page load faster
    If you are using common JS libraries (like jquery, prototype, moo tools and others) use Google Ajax Libraries API
  35. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 14: Images
    Use "alt" texts to describe the image - for accessibility and SEO reasons
    Don't overuse "alt" texts, for example, don't add them to spacer images or layout of images
    Put keywords in "alt" texts if they make sense in the context
    You can also use keywords in filenames (write keywords together or seperate them with dashes)
    Avoid keyword stuffing in "alt" texts or filenames
  36. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Step 15: Other things to consider
    First Impression – make it SEO friendly but don’t forget the customer!
    a. Accessibility / Spider ability (no CSS, JavaScript, Cookies)
    b. Robots.txt
    c. Crawl Test – Is your site accessible?
    d. Browse as GoogleBot – (cloaking, can you see the same as a user, Google healthcheck)
    e. Sitesearch / Brandsearch
    f. Google cache (is content there, content the same)
    g. Duplicate content (are you providing confusing info to search engines)
    h. No www vs. www
    i. Check all domains (sitedomainip check, multiple sites have the same content on ip) 
    j. URL’s – (structure, length, keyword rich)
    k. Title Tags (unique ea page, descriptive)
    l. Content Review (enough content, header tags with key phrases
    m. Meta tags (stuffing, proper length)
    n. Redirects (http headers {http://livehttpheaders.mozdev.org/}, non www vs. www)
    o. Internal Linking – (# of links, anchortext, no vs. do follow, TOS, Privacy)
    p. Geolocation – (Where is IP, domain, local address, Google Local)
    q. External Linking – (what looks bad, anchor text, deep linking, look natural, paid links)
    r. Symantec HTML – (bulky size, crawl rate, alt tags, images, poorly formatted code)
  37. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Why Hire A Professional?
    Thorough assessment of business needs and current state.
    SEO professionals can help determine the most cost-effective methods of making needed site modifications.
    Professional PPC campaign management can greatly increase ROI, and reduce startup costs.
    Focus: Is search engine marketing really your core business?
  38. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Search Engine Marketing Process
    Stage 1: Business Assessment
    Stage 2: Keyword Strategy
    Stage 3: Pay-Per-Click
    Stage 4: Website Optimization
    Stage 5: Link Building
    Stage 6: Tracking and Refinement
  39. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Business Assessment
    Key Business Issues
    Establish Business Goals
    Identify Key Players
    Examine Current Metrics
    Conduct Site Review
    Keyword Brainstorming
  40. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Keyword Strategy
    Search Term Discovery
    Keyword Metrics
    Assess Relevance
    Search Term Selection
    Establish Priorities
    Determine Methods
  41. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Pay Per Click
    Initial Keyword Strategy
    Develop Ad Copy and Headlines
    Testing Phase
    Add Negative Matching
    Add Exact Matching
    Track and Refine
  42. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Website Optimization
    Map Keywords to Content
    Site Structure and Organization
    Modify Page Templates
    SEO Copywriting and Rewrites
    Optimize Internal Links
    Set Up Tracking System
  43. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Link Building
    Keyword Strategy Review
    Directory Submissions
    Press Releases
    Link Partnerships
    Link-Based Advertising
    Affiliate Program
  44. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Tracking & Refinement
    For SEO, Begin at 2 months
    For PPC, From Day 1
    Identify Key Search Terms
    Identify Performance Gaps
    Cost-Benefit Analysis
    Refine Strategy
  45. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Social Media
    What are best practices?
    Which sites to use?
    Get a game plan! Goals!
    Set a budget & include time!
    Track and refine!
  46. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    The Gold Rush of the 21st Century
    What I am notgoing to talk about in detail:
  47. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  48. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Quick Survey
    • Facebook?
    • Flickr?
    • Linked In?
    • StumbleUpon?
    • Digg?
    • Reddit?
    • Have you ever searched for something on Wikipedia?
    • Yahoo?
    • Google?
    • Do you read blogs?
    • Do you use a RSS reader like Google or Bloglines?
    • Have you submitted content to a social network?
    • Do you or a client of yours do social media marketing?
  49. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    What is Social Media?
    “Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives,
    and media themselves.”
    Social media is…
    Editable
    Popular
    Conversation
    Fast
    Historical
  50. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  51. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Why should you care?
    With the proliferation of niche sites and communities on the Internet, it’s becoming increasingly important to target long-tail search terms and cast
    a wide net.
    …and guess what?
    Google Cares too!
  52. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    How are Search Engines Changing?
    • Social Network Endorsements
    Methods and systems for endorsing search results
    • Use of Trends and Bursty Topics
    System and method for monitoring evolution over time of temporal content
    • User Distributed Search Results
    User Distributed Search Results
    • Dual Trustrank
    Yahoo’s augmented relevance ranking by community participation
  53. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    How? Search Google for Obama!
    Results return:
    1. Books
    2. Official website with “site links”
    3. Wikipedia
    4. Senate.gov
    5. News results
    6. Senate podcasts
    7. MySpace
    8. Snopes (urban legend site with huge community following)
    9. YouTube videos
  54. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Search Google for “Dramatic Chipmunk”
    http://www.google.com/search?hl=en&rlz=1B3GGGL_enUS234US234&q=dramatic+chipmunk&btnG=Search
    Results return…..
    Embedded You Tube video
    Wikipedia article
    3-10. More video and social network results
    From that came….
    http://www.youtube.com/watch?v=a1Y73sPHKxw&feature=related
  55. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Social Media Big Players
    • 14,000,000+ Professionals
    • 500,000+ Senior Executives
    • Executives from 498 Fortune 500 companies
    • 65,000 new Professionals every week
    • Average Household Income: $130,000+
    • Average experience level: 15 yrs
  56. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  57. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Social Media Big Players
    Guy Kawasaki’s 11 Ways to Use LinkedIn:
    1. Increase your visibility.
    2. Improve your connectability.
    3. Improve your Google PageRank.
    4. Enhance your search engine results.
    5. Perform blind, “reverse,” and company reference checks.
    6. Increase the relevancy of your job search.
    7. Make your interview go smoother.
    8. Gauge the health of a company.
    9. Gauge the health of an industry.
    10. Track startups.
    11. Ask for advice. (LinkedIn Answers)
  58. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Wikipedia
    More than a third of American adult internet
    users (36%) consult the citizen-generated
    online encyclopedia Wikipedia.
    • Credibility has been called into question.
    • Regardless, Wikipedia receives top placement on Google and almost 10% of daily Internet users visit the site.
  59. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  60. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  61. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    How you can use Wikipedia
    Create unbiased articles about your company,
    executives and important news stories
    > Web site traffic increase
    • Cross-reference your articles with related articles
    > New user discovery
    • Reputation management
    > Subscribe to updates to monitor changes
    > Manage photos, links, content, etc.
  62. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    StumbleUpon
    More than 8.4 million users
    FireFox Browser Plug-in
  63. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  64. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    How you can use StumbleUpon
    Submit articles, photos and videos
    Get the Firefox Plug-in
    Force friends to stumble your articles
    Join groups
    Add friends
    Review friends
    Grab successful stories and add to digg, reddit and other social networks
  65. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Marketing Opportunities
    • Build a company profile
    • Network with users
    • Post links to articles (on the social network you want them to action with)
    • Become an authority in your space / industry
    • Can be branded – carry a message
  66. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  67. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  68. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #1 – Ready, Aim, Fire!
    Social networks reward early adopters. The rabbit wins every time.
    The first to the top of the mountain wins. This is why our agency focused on the internet, building web sites and executing online marketing programs back in the late 90’s. We realized back then that the “new media” (totally played-out phrase) is online marketing and SEO would always be a service that has a long term shelf life.
  69. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #2 – Join in all, participate in a few
    Get your name before someone else does. http://www.knowem.com
    While it may be good to have an account in all the networks, it sometimes can sometimes have adverse effects. If prospective customers are searching for you, your company or for your services and one of the network profiles happen to appear in a search result what are the chances that the profile is stagnant or shows that you have not updated for months? Would that be the type of person that I would want to work on my business with?
  70. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #3 – Personal Brand Optimization
    Optimize your personal brand, but focus!
    Continuity is good and a lot of social network profiles are crawled and indexed by Google. PBO everywhere is good but do you have the time? Will every network be beneficial? Attach metrics and see what you are actually getting from each source.
  71. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #4 – Don’t pitch! Have a conversation
    I once heard that for every 10 tweets only 1-2 should be about you, your company or sales. I believe that this is a good rule to follow.
    Have a conversation. Have a goal going in. Modify and sway your conversation to be helpful and rewarding to the reader / friend.
  72. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #5 – Feed the Animals
    You have no interest in last Tuesdays’ USA Today.
    Your networks need content to survive. This needs to be updated regularly and relevant to what is going on. Google loves fresh content and so do your readers!
  73. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #6 – ROI or Die
    Share the megaphone and learn when to increase ordecrease your own amplification.
    Know how much participation you need to make in a social network in order for you to justify adding in in some self promotion. Find relevance in the conversations for your services, products or business ideas. Don’t just blurt it out. Also consider the keywords that you want to be relevant for in search back to you, your company and your website.
  74. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #7 – Know your ratio
    You stop playing the slots when the credits are gone.
    Plan, execute, analyze and repeat. If it is not working you need to change something or it is not going to benefit you.
    Measure twice – cut once.
  75. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #8 – Build before you need
    Plant, nurture and grow your networks before you expect to harvest.
    Determine if becoming a part of 15 Social Media networks is going to contribute to the overall goal (because you sat and defined all your goals, budget and a time line before you ever  started- right?).
  76. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter
    Rule #9 – Tools are not tactics
    Owning a treadmill does not make you thinner.
    Using the treadmill will.
    Plan, budget, execute, analyze and repeat.
  77. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter Advanced Search http://search.twitter.com/advanced
  78. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter Advanced SearchChoose a word(s) and select a geo-range from your location – follow conversations or chime in with your expertise and help!
  79. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter Tips
    Build out your profile – add a picture, custom background and clear contact information
    Listen for your name, company name, services.
    Talk to people about their interests
    Point out interesting in your space – not just about you
    Share links to neat things in your community
    Promote employees outside of work stories (Home Depot does this great)
    Talk about non-business
    Instead of answering the question, “What are you doing?”, answer the question, “What has your attention?
    Have more than one twitterer at the company. People can quit. People take vacations. It’s nice to have a variety.
  80. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    More…Twitter Tips
    Ask questions. Twitter is GREAT for getting opinions.
    When you DO talk about your stuff, make it useful. Give advice, blog posts, pictures, etc.
    Share the human side of your company. If you’re bothering to tweet, it means you believe social media has value for human connections. Point us to pictures and other human things.
    You don’t have to read every tweet.
    3rd party clients like Tweetdeck and Twhirl make it a lot easier to manage Twitter.
    Learn quickly to use the URL shortening tools like TinyURL and all the variants. It helps tidy up your tweets.
    Commenting on others’ tweets, and retweeting what others have posted is a great way to build community.
  81. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter Negatives
    Twitter takes up valuable time.
    Twitter takes you away from other productive work.
    Without a strategy, it’s just typing.
    Twitter is just for technonerds.
    Twitter doesn’t replace direct email marketing.
    Twitter opens the company up to more criticism and griping.
    There are other ways to do this.
  82. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Twitter Positives
    Twitter helps one organize great, instant meetups (tweetups).
    Twitter works swell as an opinion poll. Twitter can help direct people’s attention to good things.
    Twitter at events helps people build an instant “backchannel.”
    Twitter breaks news faster than other sources, often (especially if the news impacts online denizens).
    Twitter gives businesses a glimpse at what status messaging can do for an organization. Remember presence in the 1990s?
    Twitter brings great minds together, and gives you daily opportunities to learn (if you look for it, and/or if you follow the right folks).
    Twitter gives your critics a forum, but that means you can study them. Twitter helps with business development, if your prospects are online (mine are).
  83. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Digg
    Marketing Opportunities
    Write “linkbait”
    Have a popular or top user submit your story (or become one!)
    Network with other Digg users by soliciting diggs from IM,
    StumbleUpon, Facebook, etc.
    Watch as subscriptions and traffic increase
    Track blog posts that mention your article and link to you
  84. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Digg
    Marketing Opportunities
    Write “linkbait”
    Have a popular or top user submit your story (or become one!)
    Network with other Digg users by soliciting diggs from IM,
    StumbleUpon, Facebook, etc.
    Watch as subscriptions and traffic increase
    Track blog posts that mention your article and link to you
  85. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
  86. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Digg
    • TRACKING:
    Digg Alerter http://www.diggalerts.com/
    • TRACK FRIENDS:
    Digg Entourage - http://www.thegooglecache.com/digg-entourage.php
    • TROUBLESHOOT SUBMISSIONS:
    Duggback - http://www.duggback.com/
    • TRACK UPCOMING STORIES:
    Wheel of Upcoming - http://brian.shaler.name/digg/wheelofupcoming/
  87. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Other SEM Opportunities
    Yahoo! Answers - http://answers.yahoo.com/
    Facebook -http://www.facebook.com/login.php
    Custom applications
    Groups
    Questions
    Blog Friends
    Network with similar interests and employees
    MySpace
    Reddit
    Delicious
  88. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    Other SEM Opportunities
    Yahoo! Answers - http://answers.yahoo.com/
    Facebook -http://www.facebook.com/login.php
    Custom applications
    Groups
    Questions
    Blog Friends
    Network with similar interests and employees
    MySpace
    Reddit
    Delicious
  89. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    More SEM Opportunities
    Listings for your company OR as an individual
    Google Local Business Center / Maps / Public Profile Page / Knowl
    Yahoo! business listing ($299/yr organic listing), Maps
    Bing Business listing
    Wikipedia business profile
    AboutUs.org profile page
    Local Chamber of Commerce
    Local municipality sites
    Local organizations and online directories
    Some require a site badge or backlink
  90. Online Business Development & Marketing
    316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307
    PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com
    More SEM Opportunities
    Listings for your company OR as an individual
    Google Local Business Center / Maps / Public Profile Page / Knowl
    Yahoo! business listing ($299/yr organic listing), Maps
    Bing Business listing
    Wikipedia business profile
    AboutUs.org profile page
    Local Chamber of Commerce
    Local municipality sites
    Local organizations and online directories
    Some require a site badge or backlink
  91. Success Pyramid

+ Dwight ZahringerDwight Zahringer, 1 month ago

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