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Bootstrap Web Marketing Seo & Social Media

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Bootstrap Web Marketing Seo & Social Media

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