About Your Presenter…• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Development Services• Instructor for the Content Marketing Institute & Online Marketing Institute• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing Available on Amazon
Twitter: @ArnieKWhy Focus on Search? • 93% of all buyers online or in stores use search prior to making a purchase • 86% of searchers conduct non-branded queries. • 94% of buyers click on organic links versus 6% on paid links for branded queries. Sources: GroupM, Did-it, Enquiro, and Eyetools.
Twitter: @ArnieKUniversal Search Results 61% of all search results
Twitter: @ArnieKDevelop Your Strategy• Why are you creating the content you are creating?• Who is your audience and who are you?• Where do you plan to publish your content?• What will you measure?• What is different a year from now?
Twitter: @ArnieKAll Different – But Core Items• Content is found through social media and search engines – so optimize it!• Web pages, News, Local, Images & Videos 1. Links pointing to your content 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. Image alt text tags 5. H1 Tag (headline tag – only one!) 6. URL structure (short & include KW’s) 7. Page load times
Twitter: @ArnieKPromote Your Content• Understand who your customer is and where they are online.• Conduct PR and blogger pitches• Develop relationships & build partnerships• People share your ideas, link to your content.• Those references and citations will help with rankings
Twitter: @ArnieKBuild Links to Your Content• Identify low hanging fruit – Internal links – Blog & forum participation• Targeted Links via… – Competitive research for similar content – Use search operators to find opportunities• Ask your clients & suppliers for links! – Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link• When all else is equal, links win!
Twitter: @ArnieKMeasure!• Measure for successes… and failures• Check your rankings, traffic, conversions and other key metrics• Focus on the strategies that are providing the best ROI and keep rolling out the content