Golden Nuggets fromPubCon New Orleans 2013By: Amberly Rundell
Hot Topics• Conversion Rate Optimization• Twitter• Facebook• Social Media• SEO Tools• Link Building• Local Marketing• Visual Social Marketing• Google+• Author Rank• Blogging• Video Marketing• Remarketing
LANDING PAGE OPTIMIZATIONDoes your landing page have all of these elements?• What is it, in 3 second or less• Simple text paragraphs• Credibility elements• Why should I convert form• Yellow highlighted phone number - 25% increase conversion rates.• Picture looks at action. (Proven to increase conversion rates.)• What do you want them to do? Thats the name of the button freequote note.• Take the same text and organize into bullet points. No one readslong paragraphs. Make it easy to read.
Conversion Increased 25% when we highlightedour phone # yellow
“Go through your website and see which photosyou can change out. Redo you product images."Stage them." This will make a big difference.”Stage Your Products
CrazyEggEye tracking technology. Track user activity.Use heatmaps to see where people are clicking, if they scroll below the fold, etc.
Fun Fact:Local #s get better click to callconversion rates then toll free #s
Social Media• Peak times to post are 9-noon, 6-10pm• Educate in the morning. Entertain at night.• Need a slideshow quick? Put your photos intoPowerPoint. Then upload a slideshow onSlideShare and link back to your website.
“So many people do the 2 Ss - Sell and selfpromotion. What you really need to do is the3 Es: Educate. Engage. Entertain.”
"Encourage your employees to comment and write their expertise on FB posts."“Make insights your bitch!” We all know about it, but do we actually use it? Don’tforget to use these statistics to see what is working and what’s not.If your clients have a blog, make sure to add the Facebook Pile Plugin. Its adds socialproof!
Nobody clicks on boring. Nobodyshares boring.“Its about taking the stuff you already have and adding acouple minutes and make it better. Before you post, take 5minutes on how to make it more awesome.“Before you post, stop and think. Would YOU want to share it?If not, amp up the interest on it!”
• 73% of algorithm is link building. Despitedifferent algorithms its still a huge of the pie.• Do kw research on Open Site Explorer and usethese competitors to get backlinks• links = rankings = conversions
See who is using your images.Get a link back from them.
Local Citations• Local Citations ( http://www.brightlocal.com/seo-tools/citation-burst/) Citations are listings of NAP ontrusted pages (Name, address, phone number ) regardlessif there is a website listing attached to it. Citations can bevery helpful.• Ex: Chamber of Commerces, Superpages, etc. Searchengines are taking this into ranking consideration. Createhundreds of Google+ Local citations.• Citation Labs - Put in URLS and thy will send you back all thecontent information. Broken link checker in your niche.
• referlocal.com business page• local.com• yahoo directory• best of the web
“To rank better locally, try having morelocal content. Blog about local eventsand your community.”
"We hear it all thetime, images, images, images. Butnow is the time to REALLY investin images for your site.
Cool Tools For Visual Marketing• Phonto - Phone Application to add text to pics.• Pixlr - Easily add text to pics.• Pinktochart - easily create infographics. $15/mth
Image ideas• Inspiring quotes with peoples pictures next to it. (MattCutts examples.) These things go viral!• Testimonials. Include persons picture next to them. (Peopletrust it more!)• If you dont have an image for your blog post, create a textbased image that can be associated with it. A quote fromthe blog, a statistics, a recipe, helpful tool link, etc.
“Google+ and Local are still in flux. Keep linking your blog content to your Google+ page.”“There will be a huge impact on social search in the years to come. Now is the time to reallyboost the social signals up. "Social factors are going to become the most important factor ingetting leads in the future," Social and search, the worlds are colliding. The algorithms oftomorrow are based on people.”Rank is not everything. Influence from your peers is more. If youre looking for the best sushiplace in saratoga, even though restaurant A may be ranking #1, restaurant B is ranking #6 butyou see 10 friends have liked it, what do you think youre going to choose?“Google Glasses example/Siri example - Tell me where to get a plumber in Philadelphia. It wontbe the closest, or the best ranked, the result is going to be based upon what your peersreviews are. Social signals are the new types of links. Tweets, Likes, G+s. These count as links.Socially enable all of your content, (social media plugins. Pin it buttons, tweet this, etc.) Makeit easy for them to share.”**No one to call at Google? Visit this forum:http://productforums.google.com/forum/#!forum/business
"Google+ is like eating your vegetables. It willmake you better in the long run if you canforce yourself to do it.“
GetFiveStars.comCurrently in beta, will launch in a month. A tool to encourage online reviews in G+.
Google Authorship – Get it!rel=publisher (business)rel+author (personal)Rel = Publisher ties your Google Business+ page to your whole site, whileRel = Author ties your personal Google+ page to individual articles“Search engines are actively searching if you have social proof. The moreconnected you are with influential people online, the higher your rankgoes.”“Author rank is a leg up opportunity for a small businesses. Get your clientson board with their blog. “
Remarketing is incredibly powerful - Ads that say "we want you back!"Complete your order and youll receive 2 free golf balls. Then direct them tothat specific landing page, to complete their order.FB retargetingEmail retargetingYouTube retargetinghttp://www.google.com/analytics/features/remarketing.html
Get a Library At Your Office!Books to Read:• 360 leader• The Psychology Influence on People• Social Signals in Search Reading the Tea Leaves• The Facebook Marketing book• Million Dollar Websites• The 10 Golden Rules of Online Marketing