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An introduction to the premise of inbound marketing for small businesses and startups.

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  1. 1. Get Found!Content  &  Op*miza*on  Strategies  for  Startups   Devin  Concannon  
  2. 2. What’s InboundYou Ask?Inbound  Marke*ng  is  concept  originated  by  the  marke*ng  so?ware  company  Hubspot    Focuses  on  earning  your  customers  aCen*on,  in  contrast  to  “outbound”  marke*ng,  where  you  “beg,  buy,  or  borrow  your  way  in”    Inbound  marke*ng  focused  organiza*ons  experience  a  cost  per  lead  61%  lower  than  outbound  marke*ng-­‐dominated  organiza*ons   More  on  Inbound  Marke*ngs  growing  prevalence:     hCp://­‐marke*ng-­‐is-­‐taking-­‐off    
  3. 3. The Way People Buy Things is Changing Realiza*on  of  a   Make  a  Purchase!   Need   Look  at  all  Possible   Inves*gate  Op*ons   Informa*on   Get   Read  Reviews   Recommenda*ons  
  4. 4. Before we dive into Inbound, lets talk DesignWhere  are  you  sending  your  visitors  and  poten*al  customers?  Does  your  site  design  ins*ll  trust,  convey  your  message,  and  ul*mately  push  people  towards  your  desired  business  outcome  (ie  conversion)?    
  5. 5. Good Design is a Barrier to Entry Why invest time and resources in promoting a site that’s not doing it’s job?
  6. 6. Conversion Optimization Fundamentals Image  via  Oli  Gardner  of  Unbounce:  hCp://­‐pages/landing-­‐page-­‐rehab/       •  Videos   •  Strong   direc*onal  cues   •  Strong  calls  to   ac*on   •  Complimentary   imagery   •  Social  proof  (ie   reviews,   tes*monials,   social  media)   •  Ad  message   matches   upstream  source  
  7. 7. A Page Built to Convert Descrip*ve   headline   Prominent,  Images,   Above  the  Fold   Social   Conversion  Form   Proof   Strong  Call   to  Ac*on   Social   Sharing  
  8. 8. The Bottom Line:Make Things Easy On Your CustomersThe  golden  rule  to  web  design  is  the    simpler  you  make  things  to  understand    and  use,  the  more  likely  people  are  to  do  them    A  fantas*c  resource  for  common    sense  web  design  and  usability:­‐Make-­‐Me-­‐  Think-­‐Usability/dp/0321344758    
  9. 9. A/B Testing: Always Be Testing!• Something  in  your  design  can  always  be  improved  • A/B  tes*ng,  also  known  as  split  tes*ng,  is  a  simple  way  to  test   changes  to  your  page  against  the  current  design  and  determine   which  ones  produce  posi*ve  results  
  10. 10. Google’s Free A/B Testing ToolGoogle’s  Website  Op*mizer  is  a  free  A/B  tes*ng  tool  that  will  allow  you  to  test  different  design  changes  via  the  addi*on  of  html  tags  to  your  targeted  test  pages  •  Determine  a  scalable  schedule  of  tes*ng  and  s*ck  to  it    •  You  should  have  at  least  one  test  going  at  all  *mes  •  There’s  no  such  thing  as  a  bad  result;  constant  learning  •  Read  the  Unbounce  Blog  for  great  CRO  *ps  
  11. 11. We’re almost to the good stuff, but first…There  are  a  mul*tude  of  free  tools  and  services  provided  by  search  engines  that  EVERY  site  should  be  using   Google  Webmaster   Google  Webmaster  Tools  -­‐  Verified  site  owners   Tools   can  see  informa*on  about  how  Google  crawls,   indexes  and  ranks  your  site   Bing  Webmaster   Bing  Webmaster  Tools  –  Similar  to  Google’s   Tools   tool  with  slight  difference  in  depth  and  quality   of  informa*on   Google  Analy*cs   Google  Analy*cs  –  A  free  enterprise  class   analy*cs  plaoorm.  Will  tell  you  almost   everything  you  need  to  know  about  site  traffic   and  user  engagement   Let’s  do  some  work  
  12. 12. So what’s this SEO Optimization stuff I keep hearing about? A  brief  overview  of  SEO,  how  search  engines  work,  the  Google  Algorithm,  etc   SEO stands for Search Engine Optimization.Search engine optimization(SEO) is the process ofimproving the visibility of aweb site or a web page insearch engines via the "natural"or un-paid ("organic" or"algorithmic") search results. -
  13. 13. Organic (SEO) vs. Paid (PPC)Where  do  people  really  click?   10% of Clicks 90% of Clicks
  14. 14. In Pursuit of the AlgorithmWhat  factors  influence  Google’s  rankings?   Source:  hCp://*cle/search-­‐ranking-­‐factors    
  15. 15. The PerfectlyOptimized PageFor  the  example  phrase  “chocolate  donuts”   •  Keyword  leads  the  *tle  tag   •  Keyword  use  in  the  meta  descrip*on   •  Keyword  use  in  the  H1  tag   •  Keyword  use  in  copy     •  Use  of  contextually  similar  terms   •  Keyword  use  in  image  file  name,  alt  tag   •  Short,  keyword  friendly  URL   •  Keyword  reflected  in  internal  links   Source:  hCp://*ng   -­‐keyword-­‐targe*ng-­‐on-­‐page-­‐op*miza*on    
  16. 16. Technical Factors that Affect SEOSearch  Engine  Spiders  look  at  over  40  page  characteris*cs    •  Sub  Directories  vs.  Sub  Domains  •  URL  Formasng  •  Page  Load  Speed  •  Dynamic  URLs  •  Redirects  •  Custom  404  pages  •  Page  Updates  •  CSS  •  Java  Script  •  Ajax  •  Flash  •  Duplicate  Content  •  HTTP  Headers  •  Robots.txt  
  17. 17. Some Scalable SEO Strategies
  18. 18. Determining Your Core KeywordsCrea*ng  A  Seed  List    •  Begin  adding  keywords  rela*ng  to   your  business  to  an  Excel  document  •  Look  at  compe*tors  sites  for   addi*onal  keyword  ideas  •  Add  core  terms  to  Soovle,  to  get   autocomplete  sugges*ons  from   search  engines  •  Add  as  many  relevant  keywords  as   possible  to  your  seed  list  
  19. 19. Determining Your Core Keywords  •  Take  your  seed  list  and  run  it   through  Google  Keyword  Tool  •  Set  results  to  exact  match  and  sort   by  local  monthly  searches  •  Export  the  results  to  CSV  and  add   them  to  a  new  tab  of  your  Seed  List  •  Trim  out  Global  Searches  and   Compe**on,  and  you’ll  end  up  with   a  list  similar  to  right  
  20. 20. Trimming your Seed List  •  Iden*fy  recurring  keywords  that   aren’t  relevant  •  Use  the  text  contains…  condi*onal   formasng  to  trim  the  recurring   KWs  from  your  list  •  Go  through  and  spot  check  each   remaining  KW  for  relevance    
  21. 21. Shaping your Content Architecture  •  Use  condi*onal  formasng  to   begin  grouping  similar  keywords   together  •  Color  code  each  KW  category   and  name  each  according  to  the   unifying  theme  •  You’ll  end  up  with  a  rough   outline  of  site  content  as  well  as   gesng  a  sense  of  the  SEO   opportuni*es    
  22. 22. Shaping your Content Architecture  •  For  an  exis*ng  site,  use  your  sitemap  or  the  Screaming  Frog  SEO  Spider  tool  to   list  out  your  pages  •  Iden*fy  exis*ng  pages  to  target  with  your  KW  research.  Internal  links  should   reflect  your  targeted  keywords  when  possible    •  With  unused  KW  research,  perform  a  content  gap  analysis    •  For  a  new  site,  use  your  KW  researchareas  of  business  priority  to  shape   architecture.  I  like  Excel  for  this…    
  23. 23. Building a Copy Deck  •  Using  your  site  architecture  and  keyword  research,  begin  wri*ng  up  your   op*mized  on  page  elements  in  an  easy  to  use  format  •  Best  prac*ce  is  between  350-­‐500  words  per  page  •  Your  copy  should  be  contextual  and  use  your  targeted  keywords  around  3   *mes  per  page  •  Use  internal  links,  bold  and  header  tags,  bulleted  lists,  tables,  images,  etc.   BeCer  user  experience  =  beCer  results  for  SEO  &  conversion    
  24. 24. No Copywriter? Automate Your Copy Writing  •  For  large  sites,  unique  copy   crea*on  presents  a  problem  •  This  post  from  BreC  Snyder  on   SEER  Interac*ve’s  blog  describes   how  to  automate  the  process  •  Using  Excel  formulas  you  can   write  bits  of  copy,  add  KWs,  and   generate  “uniquish”  copy  at   scale     Source:  hCp://www.seerinterac*­‐i-­‐wrote-­‐500000-­‐unique-­‐googlebase-­‐descrip*ons-­‐in-­‐2-­‐hours  
  25. 25. Sizing up the competition    •  Iden*fy  3-­‐5  compe*tors  in  your   •  Take  your  paid  search  and  organic   ver*cal  to  glean  compe**ve   rankings  data  and  perform  a   intelligence   content  gap  analysis.  This  will  show   areas  for  you  to  focus  your  ini*al  •  Look  at  SEMRush  for  an  idea  of  paid   efforts  on.     search  presence.  Check  rankings  of   your  compe*tors  sites  for  your   •  Look  at  social  presence  and  record   targeted  keywords  via   the  amount  of  followers,  types  of   Rank  Checker   content  posted.  Also  any  blog  they   happen  to  run.  All  of  this  data  can  •  Check  backlink  profiles  via   help  inform  your  efforts.   SEOMoz  Open  Site  Explorer.  Use   this  data  to  help  develop  your   linking  strategy  and  iden*fy  link   sources    
  26. 26. Be Innovative  •  Wrap  your  HTML  in   Schema  markup  for  nice  rich   snippets  •  Create  and  embed  videos  on   page  on  a  video  plaoorm  like   Wis*a  for  the  most  SEO  benefit  •  Add  reviews  and  user  generated   content  to  pages  for  SEO  benefit   and  the  stars  in  your  snippet  •  Add  Rel=Author  verifica*on  to   your  blog  for  a  picture  in  SERPs    
  27. 27. Tracking Your SEO Campaign
  28. 28. Establishing KPIs
  29. 29. Reporting  •  A?er  establishing  KPIs,  establish   repor*ng  to  track  progress  on  a   weekly/monthly  basis  •  Create  your  own  report  rather   than  relying  just  on  a  report   automa*cally  generated    •  This  will  allow  you  to  observe   trends  and  changes  over  *me,   year  over  year  data,  and  the   KPIs  cri*cal  to  your  site  •  My  reports  typically  feature   traffic,  site  performance,   ecommerce  (where  applicable),   and  link  acquisi*on  data  
  30. 30. Free Tools to Track your Campaign•  Use  GWT  to  see  impressions,   submit  an  XML  sitemap,   inbound  link  reports,  page   speed,  html  errors  •  Use  Google  Analy*cs  to  track   visits,  keywords,  referral   sources,  demographic  info,  etc  •  Firefox  Rank  Checker  addon  to   get  an  idea  of  where  your   keywords  are  ranking  •  Use  the  SEOMoz  Toolbar  for   instant  SEO  aCributes  for  any   page    
  31. 31. SEO Campaign Tracking Software  •  SEOMoz  and  Raven  Tools   provide  the  most  cost  effec*ve   SEO  campaign  tracking  so?ware   @  $99  monthly  for  a  Pro  acct  •  SEOMoz  has  great  link  data,  on-­‐ page  analysis,  and  compe**ve   VS   research.  It  tracks  300  KW   rankings  •  Raven  Tools  has  excellent  social   monitoring,  integrates  with  lots   of  partner  data  (Moz,  SEMRush,   GA)  and  tracks  1000  rankings.    
  32. 32. Ongoing Optimizations Use  metrics  like  keyword  traffic,  rankings,  bounce  rate,   conversion  rate,  and  onsite  search  keywords  to  determine   opportuni*es  for  ongoing  op*miza*ons  
  33. 33. And I haven’t even touched link building yet…
  34. 34. Questions? MoreInformation?  @devin_concannon  Linkedin  Profile  Thanks for Listening!