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A Crash Course In Developing An Online Marketing Strategy For SEO

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At the MnSearch Snippet #18 event held at Spyder Trap in Minneapolis, MN on February 25, 2015, Manos Kalaitzakis presented his slidedeck "A Crash Course In Developing An Online Marketing Strategy For SEO".

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A Crash Course In Developing An Online Marketing Strategy For SEO

  1. 1. SEARCH SNIPPETS #18 A CRASH COURSE IN DEVELOPING AN ONLINE MARKETING STRATEGY FOR SEO, PPC AND BEYOND
  2. 2. STRATEGY DEVELOPMENT SNAPSHOT > FIGURE OUT WHERE YOU STAND > SET UP STRATEGIC BUSINESS GOALS > TAKE INTO ACCOUNT PAST SUCCESSES > DEVELOP AN ACTIONABLE STRATEGY > CREATE A ROADMAP TO KEEP YOU ORGANIZED AND WORKING TOWARDS ACHIEVING YOUR BUSINESS GOALS
  3. 3. PUTTING STRATEGIC GOALS AHEAD OF TACTICS CHANGING OUR MINDSET
  4. 4. MnSearch Snippets #17 “Measure Twice, Cut Once.” The January event helped me a lot. With the help of my developer, I updated my Analytics and I feel like I can track everything that happens on my site. Unfortunately I cannot track offline marketing activity that results on people taking action on the site. STRATEGY DEVELOPMENT > Who are your current customers? What are their likes? What are their interests? Where do they “hang” out? Take the time to honestly assess all the different aspects of your business. > The site itself. Both hardware (your server) and software (your CMS) content. Words, images, video, etc. > Compile a list of all your available > Look into you competition and form an idea on how they are being successful, online and offline. > Take into account your marketing budget and your personnel. FIGURING OUT WHERE “YOU” STAND > Assess the ROI of your SEO, PPC, Social Media and other marketing efforts, online and offline. interact with your site and how they > Assess your analytics, how people convert into paying customers. My site is running on an old CMS that makes the site slow, makes making updates nearly impossible. No way to have an online booking system or an eCommerce module My content is more marketing based about the gym’s services. I have great images, but no videos. Any information that can be useful. Age, male vs. female, occupations, etc. SEO? Is that the one with the keywords? Some guy did it for for me a couple years ago. We are doing PPC and we are seeing good return specifically on Bing. Looking at the gyms in a 10 mile radius for their marketing Efforts. What they show up for, how much they’re spending, what is their message (svcs or perks are they pushing) Last year went well and I have a big budget to work with in order to grow and possibly open another location. I have an independent developer to help me with the site and I am managing the campaigns and writing the content.
  5. 5. STRATEGY DEVELOPMENT SET UP BUSINESS GOALS Look at past performance data and in combination with the in-depth assessment set up REALISTIC goals. > 30% increase in profits from merchandise sales > 25% increase in gym memberships > 40% lift in 1-on-1 personal training appointments and nutrition services (high profit margins) > Reach 1,500 newsletter subscribers Example (Average Joe’s)
  6. 6. STRATEGY DEVELOPMENT TAKE INTO ACCOUNT PAST SUCCESSES Take a look at what has already worked figure out past successful customer behaviors on and off the site. > My audience likes and shares posts about healthy eating and motivational pics 3x more that any other type. > Users who looks at 3 specific pages convert at 2x the normal rate. > Members on the email list buy merchandise 2x as often as the others > Users that like my Facebook page also like American Ninja Warrior How much are these users worth to your business? Example (Average Joe’s)
  7. 7. STRATEGY DEVELOPMENT CREATE THE ACTUAL STRATEGY NEXT STEPS Go through each item in the initial assessment (step 1) and itemize the actions you need to take, to brings things up to code and achieve your overall business goals (step 2). PRIORITIZING Where importance meets opportunity > Switch the type of content I am writing. Focus on healthy eating (copy, images and also try video) > Expand on my PPC efforts. Up my budget. > Time to engage in SEO. I like the sound “free” clicks > Change my CMS and refresh site. People keep telling me about WordPress
  8. 8. POST-STRATEGY CREATE A ROADMAP Now that your priorities are set, it‘s time to get things done. Stay organized by building a roadmap. Month 1 and 2 Go through this whole exercise. Figure out where your gaps are, set goals, prioritize actions and create a roadmap. Month 2 through 6 Focus on high-priority items. Different items can be tackled at the same time. They can also take longer than others. Month 6 through 12 and on Focus on the rest of the medium and low items. During the whole process track your main KPIs and progress against your goals. Evaluate and adjust accordingly.
  9. 9. WHERE DOES SEO FIT IN? Even though SEO is only one part of the entire equation it touches and can positively influence every single other aspect of the business. During step 1 you should have completed a full SEO audit in order to honestly assess all the SEO gaps. > Accessibility and indexation > On-Page Optimization and proper keyword targeting > Site architecture types of assets and level of > Content Analysis – duplication, optimization > Inbound Link Footprint – Spam much? > Site speed > Mobile friendliness > Performance tracking. What data is available. What and how are things being tracked? As SEO gets prioritized as part of a general digital marketing strategy, the tactics that’ll be used to fix the gaps need to be prioritized as well.
  10. 10. PERFORMING AN SEO AUDIT:A FEW ACTIONABLE TIPS TO GET YOU STARTED
  11. 11. PERFORMING AND SEO AUDIT SITE ARCHITECTURE Look at the URL architecture. Is it too flat, too deep or just right? HOME VS . Ideally every page on the site will be within 3 to 4 clicks away from the home page. If the site architecture is too flat topical focus is diluted ,which puts each page at a disadvantage.
  12. 12. PERFORMING AND SEO AUDIT ACCESSIBILITY AND INDEXATION Is something confusing the search engine crawlers or blocks parts or the entire site? Are they encountering too many errors? CRAWL THE SITE … and export to Excel http://www.seerinteractive.com/blog/screaming-frog-guide/VERY USEFUL RESOURCE:
  13. 13. PERFORMING AND SEO AUDIT ACCESSIBILITY AND INDEXATION Reviewing HTTP Status codes for errors and the Meta Robots field for unnecessary blocks
  14. 14. PERFORMING AND SEO AUDIT ACCESSIBILITY AND INDEXATION Dealing with server logs and crawl budgets. Are the search engines crawling the wrong content? LOG FILE ANALYSIS A web server log file is a server output containing a record of all requests that a server receives. This is what each entry in that file looks like: Timestamp (date & time) Method (GET / POST) Request URI HTTP Status Code User-agent Why is this useful? 1. You can find out how much crawl budget is wasted and where? 3. Discover accessibility errors 2. Discover areas of crawl deficiency 4. Learn more about how long it takes for pages to load http://builtvisible.com/log-file-analysis/
  15. 15. PERFORMING AND SEO AUDIT ACCESSIBILITY AND INDEXATION Reviewing the robots.txt file for unnecessary blocks and instances of hidden content behind code. Stop search engines from crawling and indexing parts of your site. (e.g., print pages, cart, checkout, premium content, ppc landing pages) Do not fully develop a site in Javascript, Flash or any other dynamic language. Javascript: > https://www.redbullsoundselect.com/ > http://www.fatface.com/ Disallow: / This command would block the whole site Web Developer Chrome Plug-in
  16. 16. PERFORMING AND SEO AUDIT ON-PAGE OPTIMIZATION AND CONTENT Is my site up to code? What am I doing wrong and where do my biggest opportunities lie? > Unique and click enticing meta descriptions and up to 156 characters long > H1 tag containing the primary keyword or a close variation WHERE DO I START? > Optimized title tags 55-60 characters or up to 512 pixels long Unique for every page, targeting a primary term and tightly related to the page content, > Every key page contains a considerable amount of optimized content around the primary term and multiple variations of it
  17. 17. PERFORMING AND SEO AUDIT ON-PAGE OPTIMIZATION AND CONTENT Is my site up to code? What am I doing wrong and where do my biggest opportunities lie? HOW ABOUT MY URLs? Short, Clean and Optimized URLs – Simple Rules: matching title tags > All URLs follow a proper, uniform convention > Targeted keywords exist in page URLs and > Words are separated with the “-” character > Capital letters aren’t used in the URLs > URLs do not contain long query strings, session IDs, etc. examplesite.com/?prodid=1223&sdestid=1145&storeid=7&categoryid=1125 examplesite.com/bbq-sports-leisure/engraved-cigar-case VS. This is much betterHOW ABOUT MY INTERNAL LINKS? Review internal links to determine if there is overuse or misuse of anchor text that could get the site in trouble for over-optimization. Pro Tip: experiment with bypassing the first link rule
  18. 18. PERFORMING AND SEO AUDIT CONTENT DUPLICATION Common types of content duplication: canonical tag robots.txt file noindex tag 301 redirects proactive prevention Dealing with Duplicate Content > Similar product descriptions > Dynamic-generated URLs > Case-insensitive URLs - > User-generated content (UGC) (session IDs, etc.) (Windows vs. Linux servers) > Printer versions of pages> Duplicate meta data > Scraped or “stolen” content > www vs non-www vs https vs > Quotation, re-use, content syndication, affiliate feeds > Same content among subdomain vs /index vs /default regional sites
  19. 19. PERFORMING AND SEO AUDIT LINKS, LINKS AND MORE LINKS Link Velocity can get you in trouble with that black and white bird watching all the time these days. Review the site’s inbound link history for inconsistencies like sharp increases over short periods of time. Talking about this guy MOZ Open Site Explorer Majestic SEO Ahrefs
  20. 20. NEXT UP … JASON IS GONNA MAKEIT RAIN PPC AWESOMENESS THANK YOU FOR LISTENING

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