Bootstrap Web Marketing


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Bootstrap Web Marketing

  1. 1. Bootstrap Web Marketing: SEO & Social Media <ul><li>Who I am </li></ul><ul><li>Disclaimer </li></ul><ul><li>Format of the presentation </li></ul>
  2. 2. SEO
  3. 3. Why SEO Kicks Ass <ul><li>Other than effort, it’s free. </li></ul><ul><li>The skillset required for the time intensive work is relatively inexpensive. </li></ul><ul><li>SEO is the gift that keeps on giving </li></ul>
  4. 4. Why SEO Doesn’t Kick Ass <ul><li>SEO is a fast-changing world. </li></ul><ul><li>You live and die by Google. </li></ul><ul><li>It’s delayed gratification (and there’s a chance of NO gratification) </li></ul>
  5. 5. SEO Ranking Factors – Markup / Keywords (most startups do fine here) <ul><li>Title Tag </li></ul><ul><li>H1 Tag </li></ul><ul><li>Body Text </li></ul><ul><li>Domain Name </li></ul><ul><li>URL </li></ul>
  6. 6. SEO Ranking Factors – Other Markup <ul><li>Popularity within internal linking (very important for long tail or low competition keywords) </li></ul><ul><li>Quality of OUTGOING links </li></ul><ul><li>Page updates </li></ul>
  7. 7. SEO Ranking Factors – Overall Site Popularity <ul><li>Global popularity of your site (combination of link quantity/quality) </li></ul><ul><li>Age of site </li></ul><ul><li>Site performance (time on page, bookmarks, etc.) </li></ul>
  8. 8. Inbound Links <ul><li>Relevance of inbound links </li></ul><ul><li>Anchor text (Google bomb) and adjacent text. </li></ul>
  9. 9. Negative Factors <ul><li>Duplicate Content </li></ul><ul><ul><li>Very Similar Pages </li></ul></ul><ul><ul><li>Identical Page Titles / Meta Info </li></ul></ul><ul><li>Keyword stuffing? </li></ul>
  10. 10. Keyword Research (most startups suck at this)
  11. 11. How to Evaluate Keywords? <ul><li>How many people are searching for a particular word/phrase? </li></ul><ul><li>How competitive is the landscape for that word/phrase? </li></ul><ul><li>How relevant is the keyword? </li></ul><ul><li>Actionable keywords? “lowest price wii” </li></ul><ul><ul><li>Measure the conversion! </li></ul></ul><ul><li>Non-bouncing keywords </li></ul>
  12. 12. How do people search? <ul><li># of words </li></ul><ul><ul><li>28.9% 2 word phrases </li></ul></ul><ul><ul><li>27.8% 3 word phrases </li></ul></ul><ul><ul><li>17.1% 4 word phrases </li></ul></ul><ul><ul><li>11.4% 1 word phrases </li></ul></ul><ul><li>62% click on the first result </li></ul><ul><li>21% feel search engines don’t understand their query </li></ul>
  13. 13. Keyword Research – Have someone else do it <ul><li> :$99.95 </li></ul>
  14. 14. <ul><li>Count, relevance (entered by you) and # of targeted searches per day </li></ul>Estimated monthly clickthru for 1 st , 5 th , and 10 th position on each major engine. Competitiveness of each keyword
  15. 15. Keyword Research – Do It Yourself
  16. 16. Overture Keyword Research Tool (free) <ul><li>Source: Yahoo and Affiliates </li></ul><ul><li>Notes: Doesn’t distinguish singular and plural </li></ul><ul><li>Not an ideal tool for exact phrases </li></ul>
  17. 18. ($8/day) <ul><li>Source: Dogpile (.6%)and MetaCrawler (.4%) (what kinda people use these engines!?) </li></ul>
  18. 20. Adwords Traffic Estimator (free, req. AdWords account) <ul><li>Source: Google </li></ul><ul><li>Notes: Not good for long tail phrases </li></ul>
  19. 21. Other Resources <ul><li>Yahoo Search Marketing Tool </li></ul><ul><li> </li></ul><ul><li>Google Trends </li></ul><ul><li>Estimated monthly clickthru for 1 st , 5 th , and 10 th position on each major engine. </li></ul>
  20. 22. Best Resource – Pay for It <ul><li>Buy an Adwords campaign for a phrase. Pay enough to get your ad on the first page. Metrics will show you the number of ad views. </li></ul>
  21. 23. Spiderability
  22. 24. Can Search Engines Find Every Page/view on Your Site? <ul><li>Create a “sitemap” (HTML and/or XML) </li></ul><ul><li>Be mindful of internal link text </li></ul><ul><li>Remember that internal link popularity is important (more than 1 link is better than one link) </li></ul><ul><ul><li>“Related content” buckets are valuable </li></ul></ul><ul><li>Most important for sites with lots of data hidden behind a search interface </li></ul>
  23. 25. Effective Presentation on SERPs <ul><li>Readable, compelling, objective title (65 characters) </li></ul><ul><li>Readable, compelling, objective meta description (155 characters) </li></ul><ul><li>Short URLs perform better </li></ul><ul><li>Stuffed titles, descriptions, and URLs look spammy and don’t get clicks </li></ul>
  24. 26. Title Meta-Description URL
  25. 27. Npost Example
  26. 28. Keyword Research: “Tech Startup Jobs”? Markup for SEO: Title tag, <h1> tag, referring anchor tag
  27. 29. If you were a search spider, what would you click on to find “seattle rails jobs”?
  28. 30. What about here? No spiderability! Site Structure for SEO: Keyword targeted pages linked to (flat site structure). Internal link popularity is important.
  29. 31. SERP Title: For the target phrase “rails jobs seattle”, the title should lead with “Rails Jobs in Seattle, WA” or somesuch. Description: meta description should be unique and compelling. URL: Short urls perform better
  30. 32. Link Building Campaigns
  31. 33. Anotomy of a Link Building Campaign <ul><li>Links from trusted sites. </li></ul><ul><li>Links to “deep” pages in your site. </li></ul><ul><li>Links with good anchor text </li></ul><ul><li>Links from good pages </li></ul><ul><ul><li>Home pages </li></ul></ul><ul><ul><li>Content pages </li></ul></ul><ul><li>Links from relevant pages </li></ul><ul><li>No JavaScript / no ‘nofollow’! </li></ul>
  32. 34. Value of Building Links <ul><li>People click on them! </li></ul><ul><li>Branding </li></ul><ul><li>And, of course, SEO </li></ul>
  33. 35. Anatomy of a Good Link Source <ul><li>Search for your top keywords/phrases – the top 100-150 or so are worth getting links from. </li></ul><ul><li>Content rich page </li></ul><ul><li>Links deep to the most relevant page </li></ul><ul><li>Anchor text, title tag, h1 tag, etc all match to the keyword in question </li></ul>
  34. 36. Who to Ask for Links <ul><li>Any relevant site </li></ul><ul><li>Good way to find sites to ask are to find sites that link to your competitions’ sites. </li></ul><ul><ul><li> </li></ul></ul><ul><li> “my keywords” </li></ul>
  35. 37. How to Ask for Links <ul><li>First, see if there is a standard procedure for getting links </li></ul><ul><li>Second, see if you (as a user) can post a link (comments, look for nofollow), forums, etc. (Be careful of abuse) </li></ul><ul><li>If not, ask for it. </li></ul><ul><li>If necessary (if you can), buy it. </li></ul>
  36. 38. Say Thanks for EVERY Link That You Can <ul><li>Set up a google alert for your business name </li></ul><ul><li>Any time you get ANY mention, stop by and say THANKS </li></ul><ul><li>Any time you get criticized, stop by and respectfully engage in the conversation (and keep it going!) </li></ul>
  37. 39. Social Media Marketing (Big linkbuilding Opportunities!)
  38. 40. Linkbait (It’s Easy!) <ul><li>Defined as something that people want to link to, blog about, talk about, digg, vote up, etc. The good news is, baiting web geeks words. </li></ul><ul><li>Write something </li></ul><ul><ul><li>Useful </li></ul></ul><ul><ul><li>Funny </li></ul></ul><ul><ul><li>Controversial </li></ul></ul><ul><li>Better yet, have your standard content pages be </li></ul><ul><ul><li>Useful </li></ul></ul><ul><ul><li>Funny </li></ul></ul><ul><ul><li>Controversial </li></ul></ul><ul><li>To get a feel for linkbait, head over to (list of top digg, reddit, links) </li></ul><ul><li>Would you bookmark this? Would you email it to your friends? </li></ul>
  39. 41. Headlines/titles Win the Day <ul><li>“ Who wants [blank]?” </li></ul><ul><li>“ The Secret of [blank]?” </li></ul><ul><li>Little known ways to [blank]?” </li></ul><ul><li>Lists – Top 5, Top 10, etc. </li></ul><ul><li>(useful, funny, controversial) </li></ul>
  40. 42. Top Social Media Venues <ul><li>Digg,, Reddit, StumbleUpon, etc. </li></ul><ul><li>Blogs (all blogs matter, top blogs matter more) </li></ul><ul><ul><li>(check source for nofollow tag / server redirects ) </li></ul></ul><ul><li>Forums </li></ul><ul><ul><li>(check source for nofollow tag / server redirects ) </li></ul></ul><ul><li>Public Profiles (anywhere) </li></ul><ul><li>Directories </li></ul><ul><li>Design Portals </li></ul>
  41. 43. Go Viral <ul><li>Ideally, using your product is an inherently public act that elicits others to jump on board </li></ul><ul><li>Viral is not a marketing strategy, it’s a product strategy </li></ul><ul><ul><li>&quot;Tell a friend&quot; </li></ul></ul><ul><ul><li>Widget embeds </li></ul></ul><ul><ul><li>Addressbook importing </li></ul></ul><ul><li>(These don’t make your product viral, but they’ll help it if it is) </li></ul><ul><li>First priority is creating something that is useful, funny, controversial enough that people want to share it </li></ul><ul><li>Second priority is making it easy </li></ul>