Link Building • Link Building & Inbound Links can include: – Press release/white paper placement – Social bookmarking (Del.icio.us) – Submission to share sites (e.g., Digg, Technorati) – Search engine local directories/site submissions (e.g., Yahoo! Local, InsiderPages, Yelp, etc.) • Tools: – Pro SEO tools utilized: Google AdWords keyword tool, SEO Book Tools, iSpionage.com – .xls report downloads, aggregated spreadsheets
Website Analytics • Search Results: – Search engines (Google, Bing, Yahoo!) – Additional search engine tools (e.g., Google Webmaster tools, Google Analytics) • Analytics: – KPI plan integration – Keyword monitoring set-up (e.g., Google Alerts, SocialMention) – Google analytics set-up – Website auto reports set-up • Monitoring: – SocialMention.com – Google Alerts – HootSuite – RSS/email subscribe to updates/comments
Back Links Analysis • Lets say you wish to assess backlinks/inbound links to a website: – Go to Yahoo.com – Type “linkdomain:yoursite.com –site:yoursite.com” in the search field – This will report the number of backlinks, while subtracting your own brand site’s irrelevant internal links. – For more, see: http://searchenginewatch.com/article/2067876/SEO-Link-Building-Fundamentals
Back Links Analysis • Inbound web links (a.k.a. backlinks and referrals) are vital. Heres why: – They boost search engine rankings (both for the target website and themselves). – They increase paths to the target - more ways and places for visitors to find the site. – They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines). – Inbound links represent a solid, alternative (to in-site) web metric. They gauge the content value and referral traffic of a site in the online marketplace (especially valuable if there are issues with existing in-site SEO or analytics). – They get shared among web users and multiplicity of network effects occurs.
Applying the Digital Marketing Funnel & The Customer Journey Clickstream
Return-Visitor Journey/Value Chain • Repeat Traffic Begins with: – Brand SoMe followers (e.g. Twitter) – Assuming the social media channels largely drive traffic to major web page/community hub | • Click through: – From post/teaser CTA (call-to-action) – Click to full story (e.g., blog or Facebook) | • Click to end of funnel: – CTA drives objective – Click through to landing page/community