5 Magic Tricks to add Shazam to your SEO!


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SEO continues to be an important component of your marketing efforts, and effective SEO can add "shazam" to your search engine optimization efforts! Allison Kulage of Bare Knuckle Marketing LLC and Ken Saunders of Search Engine Experts LLC present 5 tips you must be doing to add pizzazz to your digital strategy! Sponsored by Small Biz Fight Club.

Can you handle additional customers that an effective strategy can bring?


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5 Magic Tricks to add Shazam to your SEO!

  1. 1. 5 Magic Tricks to Add Shazam to your SEO!<br />
  2. 2. Google ranking is still important<br />So is overall visibility<br />Marketing plan should be a blend of strategies<br />SEO Isn’t Just About Google Anymore<br />
  3. 3. Research Your Market and Your Competition<br />Use Social Media for Keyword Research <br />Invite Users to Generate Content <br />Know the Latest Search Features to add "WOW Factor" to your SEO<br />Prove ROI <br />Add Pizazz to Your Optimization Efforts<br />
  4. 4. Research: Market<br />Social Media<br /> compliments<br /> complaints<br /> common problems<br />whostalkin.com<br />Survey your market<br />Print or online trade publications<br />Focus groups<br />
  5. 5. Research: Competition<br /> Competition = Top Ranking Sites<br /> Competitor’s Social Media Sites<br /> Evaluate Competitor’s Content<br /> Google - allintitle:<br /> Yahoo! - linkdomain: <br />
  6. 6. Research: Keywords<br /> Google Keyword Tool<br /> Social Media<br /> search.twitter.com<br /> listen to market speak<br />“Hints” from Google<br />
  7. 7. User Generated Content<br />Use your social networks to connect<br />Ask Industry Experts to guest blog/write guest articles<br />Reviews / Ratings<br />YouTube<br />Contest / Giveaways<br />User forum / knowledge base<br />
  8. 8. User Generated Content: Benefits<br />Builds trust<br />Can improve rankings<br />Encourages engagement<br />Can reduce customer service costs by allowing users to help each other<br />
  9. 9. Add the “WOW” Factor to Your SEO Strategy<br />Video<br />Images<br />Mobile <br />Blogs<br />Local Search (Google Maps)<br />Coupon and Deal Sites<br />Social Media <br />
  10. 10. <ul><li> Image Optimization
  11. 11. Alt attribute (alternative text - required)
  12. 12. Keywords in file name
  13. 13. Text versus image
  14. 14. Video
  15. 15. Keywords in description
  16. 16. Link to your site in YouTube description
  17. 17. Google transcribe </li></ul>Supporting Media: Images and Video <br />
  18. 18. You See This Image… <br />
  19. 19. Use your alt tags and name the image with keywords so that it comes up in search and makes it readable for those who cannot view the images, such as the visually impaired who use reading machines. <br />But the Search Engines See This…<br />
  20. 20. Use the Transcription Button<br />
  21. 21. Don’t Forget a Link to Your Site!<br />
  22. 22. Use Your Keywords in Video’s Description<br />
  23. 23. Mobile marketing campaigns<br />Opt In text messaging<br />Holiday text message offers<br />Alerts, updates and reminders<br />Coupons<br />Voting<br />QR Codes<br />Place on business card<br />Link to a phone number<br />Reward for joining Facebook page<br />Join email list<br />Mobile Marketing<br />
  24. 24. Mobile Considerations<br />Are your site visitors using mobile?<br />Mobile Site vs. Mobile App<br />What platform is best?<br />
  25. 25. You Could Be Missing Out on Traffic<br />
  26. 26. <ul><li>Claim your listings
  27. 27. Optimize
  28. 28. Positive reviews do help (UGC)
  29. 29. Consistent listings build trust</li></ul>Local Search<br />
  30. 30. <ul><li>Groupon, CincySavers, Living Social, CoupSmart
  31. 31. Prepare in advance
  32. 32. Know your break even point
  33. 33. Widely shared in social networks</li></ul>Coupons and Deal Sites<br />
  34. 34. Track it<br />Think beyond the first coupon<br />Offer customer loyalty program<br />Encourage repeat business<br />Generates awareness for new location/new business<br />Generates awareness for new product launch<br />Watch analytics for traffic spike<br />Coupons and Deals<br />
  35. 35. Remember to add social sharing elements<br />ShareThis<br />Wordpress Plugins<br />Link to social sites in email, print, from site, stickers, banners etc.<br />User Generated Content<br />Social Networks<br />
  36. 36. Strategies<br />Newsletters<br />Surveys<br />Promotions<br />Share Coupons<br />Grow Social Network<br />News and Events<br />Email Marketing<br />Tips<br />Collect Addresses<br />Form on site<br />Fishbowl<br />Email sign up at event<br />Submit email to enter a contest<br />Be transparent and offer Opt-Out<br />Segment lists<br />Generate targeted campaigns<br />
  37. 37. Reach out to popular bloggers in your niche<br />Form a relationship<br />Ask for a review/article<br />User generated content<br />Ask community for advice<br />Add valuable comments and links on other blogs<br />Only comment with valuable content<br />Blogging<br />
  38. 38. Use keywords in headline, summary, body, text links<br />Use long tail keywords in summary, body<br />Go beyond the copy: Include video, images<br />Enable social sharing<br />Include call to action<br />Include trackable links<br />Reach out to relevant press contacts<br />Make sure PR links back to your site<br />Press Releases<br />
  39. 39. Attracts fans to social networks<br />Helps build qualified email list<br />Helps build brand recognition<br />Encourages social sharing<br />Know the rules of promotions within social networks<br />Builds user generated content<br />Get sponsors to donate prizes<br />Release content during heavy promotion<br />Notify community of the winner<br />Contests and Sweepstakes<br />
  40. 40. Google Analytics<br />Identify Key Performance Indicators<br />Know how to find them<br />Search traffic<br />Referrer traffic<br />Conversions<br />Keywords<br />Visitor map<br />Identify Potential Problems<br />Abandoned shopping cart<br />Page errors<br />Errors with forms<br />Prove Your ROI: Analytics<br />
  41. 41. Analytics: Dashboard<br />
  42. 42. Site usage metrics. What do they mean?<br />Visits – The number of visits received by your site. <br />Pageviews – Total number of pages viewed on your site -general indicator of how much your site is used.<br />Pages/Visit – Average visit in terms of pageview. The higher the number means your visitor interacts heavily with your site.<br />Bounce Rate – Percentage of single-page visits - visitor leaves from the entrance page<br />Avg. Time on site – Average amount of time your visitors spend on your site.<br />New Visits – The percentage of new visitors your site attracts.<br />Analytics: Dashboard<br />
  43. 43. Analytics: Traffic Sources Overview<br />
  44. 44. Direct Traffic – Types in your domain name or visits by a bookmark.<br />Referring Sites – Traffic from other sites (links).<br />Search Engines – Traffic from search engines.<br />Analytics: Traffic Sources Overview<br />
  45. 45. Customize dashboard<br />Create custom reports<br />Export reports<br />Get monthly emails<br />Analytics: Tips<br />
  46. 46. Compare Dates<br />Month to month <br />Time of year, to determine seasonality<br />Analytics<br />
  47. 47. Exclude internal traffic from your reports<br />Whatismyip.com<br />http://bit.ly/IPfilter<br />Analytics<br />
  48. 48. Network size<br />Active vs. Total Members<br />Quantity of comments<br />Conversions<br /><ul><li>Contacts
  49. 49. Coupon redemption</li></ul>Brand mentions<br />Virality<br />Loyalty<br />Analysis: Social Media Metrics<br />
  50. 50. Social Media Analysis: Tips on Proving ROI<br />Don’t focus on only proving direct ROI<br />Benefits are often secondary or tertiary<br />Focus on interaction, value of content, not numbers<br />Focus on Branding<br />Measure actions, not just size of network<br />Track your time/costs<br />Social Media is for conversation, not conversion<br />
  51. 51. Thank you!<br />Ken Saunders<br />(513) 379-3800<br />KSaunders@SearchEngineExpertsLLC.com<br />SearchEngineExpertsLLC.com<br />facebook.com/SearchEngineExperts<br />Twitter @IFindU<br />Allison Kulage<br />(513) 402-2735<br />allison@bareknucklestrategy.com<br />BareKnuckleStrategy.com <br />facebook.com/BareKnuckleStrategy<br />Twitter @BareKnuckleMktg<br />