Digital Fitness
Trimming the Digital Fat in 2015

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Be Found Online is a values based,
analytically-driven digital marketing agency
obsessed with helping advertisers drive
more revenue, more cost effectively through
a broad offering of solutions.
Seasoned Team
• Avg. 5 years experience
• 35 Team Members & Growing
Full Service Digital Marketing Agency
• Paid Media - Paid Search, Display,
Social Ads, Video
• Organic Media - SEO, Social Media,
Content
• Supporting – Analytics, Email,
Marketing Automation, Local Search
About Be Found Online

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Today’s Exercise Schedule
• It’s all about Goals! – Analysis &
Analytics. Where do you want to go?
• Getting Started –Audits & SEO - Workouts
for your Core
• “Pump You Up” – Content for Maximum
Muscle
• Cool Down – Takeaways & Quiz

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Goals Goals Goals

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Analytics
Establish goals early & leave the basics behind. Continually track
key metrics in order to make data-driven decisions for your SEO
strategy.
Key Metrics:
• Acquisition Overview: Analysis of traffic flow from channels as a result of Digital
efforts
• Behavior Analysis: Landing page performance, page load time report, and events
flow
• Conversion Monitoring: Review goals and data associated with funnels
• Audience Analysis: New vs. Returning, Frequency & Recency, Engagement
• Mobile Usage: Measure conversions & changes in mobile, tablet, and desktop
device usage – target appropriately

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Dashboards & Reporting Examples
• KISS – Anyone can create a “supercrazyuseless” report
• Create meaningful dashboards & reports

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Fitness Tips for Analytics
Analytics is your FitBit, but it won’t do the work for you!
• Have an end game – establish short & long-term goals
• Use analytics to make informed decisions for your Digital Fitness
Program
• Create reports that demonstrate value!!!

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Getting Started
Working Out Your Core

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Where do you stand?
• Assess your health before you start!
–Assessment
• Indexation
• Performance
• Content & Keywords
• Technical
• Customers
• Competitors

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
2015 SEO Challenges
• Pandas, Penguins &
Pigeons
• Indexation
• Crawl Issues
• Content
• Page Load Time
• Mobile-friendly (4/21/15!)

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Fitness Tips for SEO Foundation
• Focus on Goals!!!
• Implement SEO best practices
– Meta Optimization
– Internal Linking
– Robots.txt
– XML Sitemaps
– Indexation
• Keep an eye on Google
• Content & More Content
Little things lead to long term gains in the digital
gym!

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Pump You Up!
Bulk Up With Content

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Content Marketing
PUMP UP Your Site!
• Build brand awareness by frequently creating
meaningful content

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Content Marketing Rx
Prescription to “Pump up” Your Content
1. Build the Calendar
a. Themes
b. Authors
c. Outlets
2. Develop the Content
a. Products
b. How To’s
c. Case Studies
3. Execute
4. Track
• Big Muscle Takes More
than Blog Posts
• Videos
• Infographics
• Interviews
• Demos/Case Studies

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Cool Down

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Beefcake Question…
• Do you remember who these people are?
A) Richard Simmons & Jillian Michaels
B) Tony Little & Suzanne Somers
C) I don’t know – they were before my time!

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Quiz Question #1…
•What should you include in a site
audit?
A) Indexation analysis
B) Keyword targets
C) Competitive analysis
D) Page load time
E) All of the above

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Quiz Question #2…
•When are you done?
A) When our priority keywords rank #1 on the search
engine
B) When I send my CMO an executive summary report
C) When I’m creating 4 pieces of content each month
D) Never!

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Takeaways
• Set goals! Know what you want to achieve
• Get Started! Doing the little things can lead to
big payoffs in the digital gym.
• Get Huge! Results don’t happen overnight, but
the right mix will help you achieve better
results.

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Stay in Touch
Me Steve Krull
Phone 773.904.1182
Us Be Found Online
Phone 877.553.6863
Site www.BeFoundOnline.com
Twitter Twittter.com/BeFoundOnline
Email Steve@BeFoundOnline.com
LinkedIn www.LinkedIn.com/in/SteveKrull