Optimization 2.0

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Case study using Last Wave Originals (http://www.lastwave.com) to illustrate the process of developing market plan using traditional SEO plus social media marketing.

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Optimization 2.0

  1. 1. Optimization 2.0 Case Study Last Wave Originals 30 November 2009 © The Net Sells 2009
  2. 2. Objectives <ul><li>Develop a marketing campaign for a client – not a personal promotion </li></ul><ul><li>Define SEO in today’s web: Help people Find and Share </li></ul><ul><li>Show a few tools you might use </li></ul><ul><li>Illustrate the Web 2.0 ‘ecosystem’ </li></ul>30 November 2009 © The Net Sells 2009
  3. 3. Interruption Marketing 30 November 2009 © The Net Sells 2009
  4. 4. Web: Permission Marketing 30 November 2009 © The Net Sells 2009
  5. 5. Web 2.0: Universal Publishing 30 November 2009 © The Net Sells 2009
  6. 6. LWO Positioning <ul><li>Surfwear with Soul </li></ul><ul><li>Guys 45 – 65 </li></ul><ul><li>Some surfers, some used to be, some wannabe </li></ul><ul><li>Surfing Lifestyle: nostalgia for the good old days – the Legends of Surf </li></ul>30 November 2009 © The Net Sells 2009
  7. 7. LWO Community Online 30 November 2009 © The Net Sells 2009
  8. 8. LWO Goals <ul><li>Double sales in one year </li></ul><ul><li>Triple house email list in one year </li></ul><ul><li>Establish influence of brand in online conversations </li></ul>30 November 2009 © The Net Sells 2009
  9. 9. Discovery: Keyword Research 30 November 2009 © The Net Sells 2009 shirts phrase vintage, classic, legends phrase misc phrase surf shirt 9900 classic surf 2400 surf history surf shirts 6600 classic surfing n/a surfing history 1900 surf t shirt 3600 surf classics 170 surf culture 1900 surf t shirts 2900 classic longboard 880 surfboard history 320 surfter t shirt 1300 classic surfboard 320 surf logos 1900 surf tee shirts 480 classic longboards 260 surfing logo 1000 surfer shirt 1000 classic surf shirts n/a surf stickers 3600 surf hoodies 1000 classic surf t shirts n/a surfing stickers 1000 beach hoodies n/a surfboard stickers 880 surf logo 2900 surf sweatshirts 590 surf legend 260 surf art 9900 surf sweatshirts 480 surf legends 480 surf posters 2900 surfing legends n/a surf videos 8100 surf tshirts 880 legends of surf 480 surfing video 12100 surfboard art 3600 surfboard logo 880 surf video 14800 vintage longboard surfboard 46 longboard surf videos 110 vintage longboard 480 vintage surf boards 320 pintail longboard 2400 vintage surfing 1600 longboard surfboard 9900 vintage surfer 880 longboard surfboards 4400 vintage surf 6600 longboard surf board 480 vintage surfboard 9900 longboards surfboards 1000 surf longboard 1300
  10. 10. Insights: Volume, Time 30 November 2009 © The Net Sells 2009
  11. 11. Insights: Region, Variations 30 November 2009 © The Net Sells 2009
  12. 12. Focused Keyword/Tag List <ul><li>To promote shirts: </li></ul><ul><ul><li>surf t shirts </li></ul></ul><ul><ul><li>surf t shirt </li></ul></ul><ul><ul><li>surfer t shirt </li></ul></ul><ul><ul><li>surf tshirt </li></ul></ul><ul><li>Second tier: </li></ul><ul><ul><li>surf shirt </li></ul></ul><ul><ul><li>surf hoodies </li></ul></ul><ul><li>To promote lifestyle </li></ul><ul><ul><li>vintage surfboard </li></ul></ul><ul><ul><li>vintage surfing </li></ul></ul><ul><ul><li>vintage hoodies </li></ul></ul><ul><ul><li>vintage surf t shirt </li></ul></ul><ul><ul><li>vintage longboard </li></ul></ul><ul><ul><li>classic longboard </li></ul></ul><ul><ul><li>longboard surfboard </li></ul></ul><ul><ul><li>surfing history </li></ul></ul><ul><ul><li>surf culture </li></ul></ul>30 November 2009 © The Net Sells 2009
  13. 13. Discovery: Conversation <ul><li>Blogs – Technorati, Google Blogsearch (134,000 results for ‘vintage surf’) </li></ul><ul><li>Groups/Forums: for “surfing”: FB groups (over 500), Google groups (420), Yahoo groups (7476; 39 for “classic surfing”) </li></ul><ul><li>Social media for “vintage surf”: 31 on Digg; 280 on Delicious </li></ul><ul><li>Real Time Search: #surf, #surfing </li></ul>30 November 2009 © The Net Sells 2009
  14. 14. On Page Optimization <ul><li>Add LOTS of new content to Legends section – ‘add this’ or ‘share this’ icons </li></ul><ul><li>Keyword consistency throughout site </li></ul><ul><ul><li>Title, Metatag description </li></ul></ul><ul><ul><li>H1, headers </li></ul></ul><ul><ul><li>Alt text </li></ul></ul><ul><ul><li>Body text </li></ul></ul><ul><ul><li>Internal links </li></ul></ul>30 November 2009 © The Net Sells 2009
  15. 15. Using the Social Media Ecosystem From Online Marketing Blog 30 November 2009 © The Net Sells 2009
  16. 16. LWO Off Page Optimization <ul><li>Install Wordpress blog on site </li></ul><ul><li>Publish to </li></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>YouTube – interviews with ‘legends’ </li></ul></ul><ul><ul><li>PRWire – new product launches </li></ul></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>FB page – link to blog, video, twitter </li></ul></ul><ul><ul><li>Twitter – listen, react, announce </li></ul></ul>30 November 2009 © The Net Sells 2009
  17. 17. Implementation <ul><li>Seek inbound links from blogs </li></ul><ul><li>Publish blog post 2/month </li></ul><ul><li>Updates on FB (need strategy) </li></ul><ul><li>Submit an article every other month (e.g. www.goarticles.com ) with links </li></ul><ul><li>Participate daily: comments in groups, blogs, & Twitter, with links if possible </li></ul><ul><li>Promote blog posts to Digg, other </li></ul><ul><li>Links in email blasts </li></ul><ul><li>Online press release for any major change, event </li></ul>30 November 2009 © The Net Sells 2009
  18. 18. Thank You!

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