Digital Marketing Strategy Workshop - Week 2


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SEO Balance: Technical, Content, and Link Building & Local Search Marketing

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  • Tell Dug the pizza man story – don’t over-knead the dough
  • Tell this story) i.e. you are active in a forum in your subject. You setup an account, include link to your site in signature. Every time you post, your link appears. If you post something of value, that makes you look like an expert, or gives people interest in clicking and viewing your site. THAT is a quality link, and matters more than 1000 links on the same site.
  • Digital Marketing Strategy Workshop - Week 2

    1. 1. Digital Marketing Lunch and LearnSEO Balance: Technical, Content, and Link BuildingLocal Search Marketing<br />Class 2<br />
    2. 2. Optimization: The SEO Balance<br /><ul><li>Technical
    3. 3. Content
    4. 4. Links</li></li></ul><li>Technical<br />
    5. 5. Canonical redirect<br />Custom 404<br />301 Redirects<br />XML sitemap<br />robots.txt<br />Helpful Tools<br />“Check Server Headers Tool”<br /> (confirm indexing)<br />Google Webmaster Tools<br />Technical<br />
    6. 6. Technical: Google Webmaster Tools<br />
    7. 7. Content<br />
    8. 8. Avoid duplicate content (<br />Semantics<br />Keywords should appear throughout various tags<br />Focus on USP<br />Content is Text, Video, Images, Blogs, Audio, etc. <br />Content: Tips<br />
    9. 9. Meta tags: Unique & Relevant<br />Build content around themes<br />HTML sitemap<br />Add main address to footer of every page, contact page, etc. <br />Add a privacy statement for Google Analytics<br />Content: On Page<br />
    10. 10. <ul><li> Image optimization
    11. 11. Alt attribute (alternative text - required)
    12. 12. Keywords in file name
    13. 13. Text versus image
    14. 14. Video
    15. 15. Keywords in description
    16. 16. Link to your site in description
    17. 17. Google transcribe </li></ul>Content: Images and Video <br />
    18. 18. Content: Images and VideoWhen you see this… <br />
    19. 19. Name your images to support your keywords and add alt tags for those who cannot see the image.<br />Content: Images and Video:This is what the code looks like to Google<br />
    20. 20. Content: Images and Video: <br />Get Google Transcriptions<br />on YouTube through this button<br />
    21. 21. Content: Images and Video:Add Keywords to the Description<br />
    22. 22. Content: Images and Video:Add Social Call-To-Actions and Website URLs<br />
    23. 23. Define Focus and Direction<br />Long Tail<br />WordPress <br />Plug-ins<br />Akismet – combat comment spam<br />HeadSpace2 – SEO<br /> (their site)<br /> (install on your site - preferred)<br />Content: Blog<br />
    24. 24. Content: 10 Blog Tips<br />Know your audience<br />Keyword Focus<br />Plan an Editorial Calendar<br />Help, Don’t Promote<br />Be Human<br />User Generated Content <br />Guest Bloggers<br />Internal Resources – Use your own experts! <br />Build Your Email List<br />Mobile Friendly<br />
    25. 25. Writing A Blog: 4 Step Program<br />1. Plan the Outline<br />Headline<br />Common Problem<br />Possible Solutions<br />Our Solution<br />Conclusion<br />Call to Action <br />
    26. 26. Writing A Blog: 4 Step Program<br />2. Find Your Focus & Begin With A Catchy Headline<br />Questions<br />Quotes<br />Short stories<br />Statistics<br />News<br />Answers to common questions<br />Catch the eye of both humans & robots<br />
    27. 27. Writing A Blog: 4 Step Program<br />3. Timing Is Everything<br />Get an egg timer<br />Short, sweet and to the point<br />Write your blog just before lunch or 5:00PM<br />Stop while you’re ahead<br />
    28. 28. Writing a Blog: 4 Step Program<br />4. Blogging Schedule<br />Weekly Topic i.e. Tech Tuesday, Coffee Shop Saturday <br />Break large topic into series of blogs<br />Make your blog a part of your schedule<br />Put it on your calendar <br />Schedule of topics<br />Blog about events, around holidays, announce press releases<br />
    29. 29. LinkMarketing<br />
    30. 30. Link Marketing: Back Link Research<br />Who links to you<br />Make Corrections<br />Avoid Resubmitting<br />Review Analytics<br />Who links to the competition<br />Identify Industry Directories<br />Identify Quality Links<br />Identify Link Types <br />
    31. 31. Link Marketing: Advanced Research<br />Library Sites<br />Most reside on .org, .us, .gov, .edu<br />Footer contains the word “library”<br />Search for: “keyword companies links library”<br />Advanced Searching Tips<br />“best keyword blog” (better for more specific keywords)<br />“industry directory”<br />
    32. 32. Link Magnet or Link Bait Examples<br />Informative <br />Educational <br />Instructional “How To”<br />Humorous<br />Potential to go viral<br />Potential to be reviewed by industry leaders <br />Offers benefit to the user <br />Remember your USP <br />Shareable: Make it easy to share on social sites<br />ShareThis<br />WordPress Plugins<br />Facebook “Like” Button <br />Linkable: “Link to This” code, badge, etc. <br />LinkMarketing: Link Magnets<br />
    33. 33. LinkMarketing: Quality over Quantity<br />Blog Comment Spam = Bad<br />Not relevant<br />Vague: “Thank you. Great post”<br />Gibberish<br />Link filled comment<br />“Name” is keyword and links to suspicious site<br />Forum Expert = Good<br />Active in forum<br />Positive feedback<br />Signature links back to site<br />
    34. 34. Link Marketing: Directories<br />Paid Versus Free<br />Link should bring traffic<br />Not all paid links are bad<br />General, Trusted Directories <br />Yahoo<br />OpenDirectory <br /><br />Vertical, Industry Specific, Niche Directory<br />Thomas Register<br /> <br />“Keyword” directory <br />“City” Directory<br />
    35. 35. Link Marketing: Other Opportunities<br />Submit content on other relevant sites. <br />Articles<br />Expert opinion<br />Guest blogging<br />Cross promotion <br />Charity work <br />
    36. 36. LocalSearch<br />
    37. 37. LocalSearch: Claim Your Listings <br />
    38. 38. LocalSearch: Optimize <br />FOLLOW Google Places Quality Guidelines<br />Use email account under your business domain for account email<br />Don’t use city name in description<br />Categories:<br />What business IS, not what it does or sells<br />Use Google categories first, then enter your own keywords<br />Refer to competitors’ categories<br />Use all 5 fields<br />Pros/Cons to hiding address<br />Set service areas<br />Additional Details <br />Link to Facebook<br />Link to menu<br />Brands carried<br />
    39. 39. Local Search: Be Consistent<br />Consistent listings build trust<br />Search for: name, address, phone<br />Identify and fix incorrect listings<br />Submit to:<br />Google Places:<br />Yahoo! Local:<br />Bing Business Portal:<br />Free yellow pages sites & local directories<br />“City” directory<br />Data aggregators (, free and paid options<br />
    40. 40. Local Search: Positive Review Strategy <br /><ul><li>Google reads reviews on other sites</li></ul>UrbanSpoon, Angie’s List, Foursquare, Yelp<br />Claim and optimize your listing on those sites as well<br /><ul><li>Ask for a review in person
    41. 41. Add link from site to review sites
    42. 42. Add review suggestion on print materials
    43. 43. Tailor approach to customer base</li></li></ul><li>Wrapping Up Week 2:<br />Balance Your SEO Strategy<br />Technical Optimization<br />Content<br />On Site<br />Images and Video<br />Blogs<br />Link Marketing<br />Back links<br />Research<br />Link Magnets<br />Directories and Other Opportunities<br />Local Search<br />Claim Listings<br />Optimize<br />Be Consistent<br />Positive Reviews<br />
    44. 44. Next Workshop: July 12<br />Class 3: How-To’s of Social Media<br /><br />