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Grow Your Hosting Business with Search & Content Marketing: 8 Steps

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In this presentation, Arnie discusses how to grow a hosting business with search, social and content marketing in just 8 steps.

In this presentation, Arnie discusses how to grow a hosting business with search, social and content marketing in just 8 steps.

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  • 1. Grow Your Business with Search & Content Marketing: 8 Steps
    Arnie Kuenn, president, vertical Measures - @arniek
  • 2. About Your Presenter…
    President of Vertical Measures in Phoenix, AZ
    Founder and past President of the Arizona Interactive Marketing Association (AZIMA)
    Instructor for the Content Marketing Institute
    Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing
    Twitter: @ArnieK #HostingCon
  • 3. Google Panda Update
    Biggest Google Algorithm update in years!
    100% Algorithmic, No Manual Changes
    Clobbered Content Farms & Article Sites
    Even YOUR website could be affected if you have pages with weak content
    More Coming with Respect to Cleaning Up Spam on the Web (IMO)
    Twitter: @ArnieK #HostingCon
  • 4. “Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.”
    Matt Cutts & AmitSinghal(WSJ – 2/28/11)
    Twitter: @ArnieK #HostingCon
  • 5.
  • 6. Twitter: @ArnieK #HostingCon
  • 7. Companies Are Getting It!
    Twitter: @ArnieK #HostingCon
  • 8. Twitter: @ArnieK #HostingCon
  • 9. Twitter: @ArnieK #HostingCon
  • 10. #1 Develop Your Strategy
    Why are you creating the content you are creating?
    Who is your audience and who are you?
    What will you measure? What does success look like? What is different a year from now?
    Where do you plan to publish your content?
    When & how will you develop your content? (Calendar!)
    Twitter: @ArnieK #HostingCon
  • 11. Twitter: @ArnieK #HostingCon
  • 12. #2 Keyword & Market Research
    Brainstorm for keyword phrases your customers use when searching (low cost hosting service)
    Use your research to build targeted content
    Think long-tail!
    Try tools like:
    Google keyword suggest & instant search
    Google Adwords keyword tool
    Bing’s Commercial Intent
    Twitter: @ArnieK #HostingCon
  • 13. Online Market Research
    Check trending topics on Twitter, Yahoo and MSN
    Look at answer sites like Yahoo Answers, Quora, Facebook or LinkedIn
    Check Google’s Discussions in search
    Check sites like Digg, StumbleUpon, Reddit and Mixx.
    Use OpenSiteExplorer.org to see what your competitors are doing that is working!
    Twitter: @ArnieK #HostingCon
  • 14. Long Tail is the Key!
    Twitter: @ArnieK #HostingCon
  • 15. Identify Types of Content to be Created
    Your research determines what types of content your audience prefers and consumes.
    Twitter: @ArnieK #HostingCon
  • 16. Twitter: @ArnieK #HostingCon
  • 17. #3 Create Great Content
    5,473 backlinks from 54 unique domains, 88,000 views
    Twitter: @ArnieK #HostingCon
  • 18. Brainstorm for Powerful Ideas
    Who should be involved?
    Customers, Staff, Friends, Events
    What should we create?
    Content that builds trust
    Content that educates
    Customer generated content
    Other people’s content
    Content that converts
    And remember, customers don’t care about YOU!
    Twitter: @ArnieK #HostingCon
  • 19. Examples
    20,000 back links from 500 domains
    22,132 backlinks from 259 domains
    Twitter: @ArnieK #HostingCon
  • 20. Benefits of an On-Site Blog
    • Gives you a vehicle to post new content
    • 21. Allows for internal linking
    • 22. Keeps the search engines coming back – have 434%more indexed pages*
    • 23. Have 2X as many backlinks*
    • 24. Your site gets 55% more traffic*
    • 25. You have 79% more Twitter followers*
    *Hubspot
    Twitter: @ArnieK #HostingCon
  • 26. How Often Should We Post?
    Twitter: @ArnieK #HostingCon
  • 27. Twitter: @ArnieK #HostingCon
  • 28. #4 Must Optimize Your Content
    Content is found through social media and search engines – so optimize it!
    Web pages, News, Local, Images & Videos
    Links pointing to your content
    Titles & title tags (viewed in results)
    Description meta tag (viewed in results)
    Image alt text tags
    H1 Tag (headline tag – only one!)
    URL structure (short & include KW’s)
    Page load times
    http://googlewebmastercentral.blogspot.com/2011/04/sharing-advice-from-our-london-site.html
    Twitter: @ArnieK #HostingCon
  • 29. Twitter: @ArnieK #HostingCon
  • 30. #5 Promote Your Content
    Understand who your customer is and where they are online.
    Conduct PR and blogger pitches
    Develop relationships & build partnerships
    People share your ideas, link to your content.
    Those references and citations will help with rankings
    Twitter: @ArnieK #HostingCon
  • 31. Twitter: @ArnieK #HostingCon
  • 32. #6 Distribute or Repurpose Content
    RSS feeds
    Email Campaigns
    Article Syndication
    Web 2.0 Sites
    Social Media Sites
    Video, Photo, Presentation & Podcasts sites
    These links will help your rankings!
    Twitter: @ArnieK #HostingCon
  • 33. Twitter: @ArnieK #HostingCon
  • 34. #7 Build Links to Your Content
    Identify low hanging fruit
    Internal links
    Blog & forum participation
    Targeted Links via…
    Competitive research for similar content
    Use search operators to find opportunities
    Ask your clients & suppliers for links!
    Offer t-shirts, gift cards, discounts, etc.
    Or even a good old fashion reciprocal link
    When all else is equal, links win!
    Twitter: @ArnieK #HostingCon
  • 35. Twitter: @ArnieK #HostingCon
  • 36. #8 Measure!
    Measure for successes… and failures
    Check your rankings, traffic, conversions and other key metrics
    Focus on the strategies that are providing the best ROI and keep rolling out the content
    Twitter: @ArnieK #HostingCon
  • 37. Results Like This…
    19 out of top 25 landing pages
    Twitter: @ArnieK #HostingCon
  • 38. All 8 Steps Matter
    Available on Amazon
    When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration!
    Twitter: @ArnieK #HostingCon
  • 39. Additional Resources
    SEO Educational Videos:
    http://www.verticalmeasures.com/resources/seo-tutorial-videos/
    Internet Marketing & Related Webinars:
    http://www.verticalmeasures.com/webinars/
    How-To Books
    http://www.verticalmeasures.com/store
    Twitter: @ArnieK #HostingCon
  • 40. Thank You!
    Can be found on:
    Facebook
    LinkedIn Group
    @VerticalMeasure
    Contact:888-476-1881
    www.VerticalMeasures.com