Creating an SEO Strategy         Questions to Ask       How to Choose Tactics         What to Measure   Gillian Muessig, P...
SEOmoz makes software!   Campaign management software for Inbound Marketers
Oh goody! We’re going to do SEO!
Pssst.                                  SEO is not a strategy.Gillian Muessig, President & Co-founder, SEOmoz             ...
Oh. Right.Gillian Muessig, President & Co-founder, SEOmoz                    May, 2012
Marketing Strategy       that’s realGillian Muessig, President & Co-founder, SEOmoz                    May, 2012
Marketing Strategy     Online - OfflineGillian Muessig, President & Co-founder, SEOmoz                    May, 2012
Marketing Strategy       Online – OfflineGillian Muessig, President & Co-founder, SEOmoz                    May, 2012
Marketing Strategy       Online – OfflinePaid           OrganicGillian Muessig, President & Co-founder, SEOmoz            ...
Marketing Strategy       Online – OfflinePaid           Organic          SEO         Social       Lots of othersGillian Mu...
SEO is a single tactic ofOrganic Search Marketing Gillian Muessig, President & Co-founder, SEOmoz                     May,...
Let’s Start Again
SEO has become more than SEO…
News/Media/PR                                             SEO     Email        Blogs + Blogging                           ...
What should I think about first?
Budget
Budget
Beware sophistry!
Teachable moment
It’s complicated.
So where do I start?
Look for opportunityPaid          Ok, but where do I start?Organic
What affects SERPs
These things do…
Blogs – fresh content
“Viral” targeted contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
…can be very valuable   http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
Another examplehttp://www.seomoz.org/article/search-ranking-factors
Keep it freshhttp://www.seomoz.org/article/search-ranking-factors
Great graphics matter
Simple can be interestingProbably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dati...
A weekly video series    http://www.seomoz.org/blog/category/33
Comment marketing
Social networksData and charts of our Facebook and Twitter account performance via http://export.ly
Social news / bookmarkinghttp://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com
Q=A sites and forums
Rel=authorhttp://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
Slideshare.net
SEO
Video XML sitemapsWe use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
Vertical Search
Local results Completely different rankingalgorithm than standard search            resultsProbably doesn’t get traffic li...
Image results
Video results
News & blog results
Shopping results
Instant answers
These things affect your bottom line  so add them to your campaign
Conferences + events                                   Days at the Office              7%                                 ...
Email marketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Sharing-incented community
Sharing-incented community
Connect w/journalists & bloggers An amazing research tool: http://followerwonk.com
Monthly top X influencershttp://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I high...
Use game mechanics
Personal space
Help me if you can…
Put a face on it
Welcome, you’re special
Build a personal brand
Move it to the corporation
To outsource or not to outsource
Dearth of talent
It’s non-intuitive
1: Get the house in order        Technical SEO     • Inbound link profile (Penguin)     • Content quality and freshness   ...
1: Technical SEO     •   Is the keyword relevant?     •   Are there search ads targeting this word?     •   Are my competi...
1: Technical SEO
1: Keyword Resources    •   Google Adwords’ Keyword Estimator    •   Google Insights for Search    •   Google Trends Keywo...
1: Link building
2: Content      Grist for the mill     • Outsource design, authoring and       even content strategy if needed     • Mine ...
2: Content tactics    • Mine your data to create ongoing      info-graphics    • Leverage your brand community      to cre...
3: Promote it! (SMM)       Choose your SMM platforms
3: Social Media       Establish your corporate voice
4: Brand community     Understand the long term goals
Speed the Message    http://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1a...
Increase the depth of receptionhttp://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-g...
4: Brand community
4: Brand community     Understand the long term goals        What we build on    social media platforms are    brand commu...
4: Brand communityUnderstand what we build on social platforms
5: Mobile Marketing      Deprecate beautifully in all sizes
What to track               Stay tuned for:        Analytics, Glorious Analytics!                 later today.
PROMODO12• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org
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Планирование SEO-стратегии и полезные инструменты для работы на данном этапе (in English) (Creating an SEO Strategy)

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Доклад президента компании SEOmoz Gillian Muessig на семинаре по продвижению товаров и услуг на зарубежный рынок от компании Promodo и SEOmoz 19 мая 2012 года, Киев.

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Планирование SEO-стратегии и полезные инструменты для работы на данном этапе (in English) (Creating an SEO Strategy)

  1. 1. Creating an SEO Strategy Questions to Ask How to Choose Tactics What to Measure Gillian Muessig, President & Co-founder, SEOmoz May, 2012
  2. 2. SEOmoz makes software! Campaign management software for Inbound Marketers
  3. 3. Oh goody! We’re going to do SEO!
  4. 4. Pssst. SEO is not a strategy.Gillian Muessig, President & Co-founder, SEOmoz May, 2012
  5. 5. Oh. Right.Gillian Muessig, President & Co-founder, SEOmoz May, 2012
  6. 6. Marketing Strategy that’s realGillian Muessig, President & Co-founder, SEOmoz May, 2012
  7. 7. Marketing Strategy Online - OfflineGillian Muessig, President & Co-founder, SEOmoz May, 2012
  8. 8. Marketing Strategy Online – OfflineGillian Muessig, President & Co-founder, SEOmoz May, 2012
  9. 9. Marketing Strategy Online – OfflinePaid OrganicGillian Muessig, President & Co-founder, SEOmoz May, 2012
  10. 10. Marketing Strategy Online – OfflinePaid Organic SEO Social Lots of othersGillian Muessig, President & Co-founder, SEOmoz May, 2012
  11. 11. SEO is a single tactic ofOrganic Search Marketing Gillian Muessig, President & Co-founder, SEOmoz May, 2012
  12. 12. Let’s Start Again
  13. 13. SEO has become more than SEO…
  14. 14. News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Forums (AKA “free” traffic sources) WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
  15. 15. What should I think about first?
  16. 16. Budget
  17. 17. Budget
  18. 18. Beware sophistry!
  19. 19. Teachable moment
  20. 20. It’s complicated.
  21. 21. So where do I start?
  22. 22. Look for opportunityPaid Ok, but where do I start?Organic
  23. 23. What affects SERPs
  24. 24. These things do…
  25. 25. Blogs – fresh content
  26. 26. “Viral” targeted contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  27. 27. …can be very valuable http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  28. 28. Another examplehttp://www.seomoz.org/article/search-ranking-factors
  29. 29. Keep it freshhttp://www.seomoz.org/article/search-ranking-factors
  30. 30. Great graphics matter
  31. 31. Simple can be interestingProbably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  32. 32. A weekly video series http://www.seomoz.org/blog/category/33
  33. 33. Comment marketing
  34. 34. Social networksData and charts of our Facebook and Twitter account performance via http://export.ly
  35. 35. Social news / bookmarkinghttp://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com
  36. 36. Q=A sites and forums
  37. 37. Rel=authorhttp://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
  38. 38. Slideshare.net
  39. 39. SEO
  40. 40. Video XML sitemapsWe use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
  41. 41. Vertical Search
  42. 42. Local results Completely different rankingalgorithm than standard search resultsProbably doesn’t get traffic like most “#1” results
  43. 43. Image results
  44. 44. Video results
  45. 45. News & blog results
  46. 46. Shopping results
  47. 47. Instant answers
  48. 48. These things affect your bottom line so add them to your campaign
  49. 49. Conferences + events Days at the Office 7% Days in Transit 43% 32% Days Speaking at Conferences Other Days Out of Office 19% Gillian’s Days on the Road 2011
  50. 50. Email marketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  51. 51. Sharing-incented community
  52. 52. Sharing-incented community
  53. 53. Connect w/journalists & bloggers An amazing research tool: http://followerwonk.com
  54. 54. Monthly top X influencershttp://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)
  55. 55. Use game mechanics
  56. 56. Personal space
  57. 57. Help me if you can…
  58. 58. Put a face on it
  59. 59. Welcome, you’re special
  60. 60. Build a personal brand
  61. 61. Move it to the corporation
  62. 62. To outsource or not to outsource
  63. 63. Dearth of talent
  64. 64. It’s non-intuitive
  65. 65. 1: Get the house in order Technical SEO • Inbound link profile (Penguin) • Content quality and freshness (Panda) • Tags, Site Architecture, url naming conventions, internal link structure
  66. 66. 1: Technical SEO • Is the keyword relevant? • Are there search ads targeting this word? • Are my competitors targeting this word? • What’s the search volume?
  67. 67. 1: Technical SEO
  68. 68. 1: Keyword Resources • Google Adwords’ Keyword Estimator • Google Insights for Search • Google Trends Keyword Demand Prediction • Microsoft AdCenter Keyword Forecasting • Wordtracker’s Free Basic Keyword Demand
  69. 69. 1: Link building
  70. 70. 2: Content Grist for the mill • Outsource design, authoring and even content strategy if needed • Mine your data to create ongoing info-graphics
  71. 71. 2: Content tactics • Mine your data to create ongoing info-graphics • Leverage your brand community to create video and other content
  72. 72. 3: Promote it! (SMM) Choose your SMM platforms
  73. 73. 3: Social Media Establish your corporate voice
  74. 74. 4: Brand community Understand the long term goals
  75. 75. Speed the Message http://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1amoM:&imgrefurl=http://superspeedtrain.com/tag/speeding/&docid=M wBff-dP8195bM&imgurl=http://superspeedtrain.com/wp-content/uploads/2011/06/high-speed-rail-update1.jpg&w=400&h=267&ei=WLGcTsS5Ceek4ATJ- oynCQ&zoom=1&iact=hc&vpx=483&vpy=324&dur=1396&hovh=183&hovw=275&tx=225&ty=104&sig=103195842722407947764&page=1&tbnh=125&tbnw=194&start=0&ndsp=12&ved=1t:4 29,r:6,s:0
  76. 76. Increase the depth of receptionhttp://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
  77. 77. 4: Brand community
  78. 78. 4: Brand community Understand the long term goals What we build on social media platforms are brand communities
  79. 79. 4: Brand communityUnderstand what we build on social platforms
  80. 80. 5: Mobile Marketing Deprecate beautifully in all sizes
  81. 81. What to track Stay tuned for: Analytics, Glorious Analytics! later today.
  82. 82. PROMODO12• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org

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