Hardcore SEO - Growing Your Traffic via Content and Promotion

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Presentation for SearchFest 2014 in Portland, presented by SEMPDX. This presentation is focused on how to grow your traffic and get the right links to grow your business. It includes information on personas, goals, head terms, long tail, content ideas, and focusing on promotion.

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  • How do you choose the best one to focus on? Demographics help support that decision.
  • How do you choose the best one to focus on? Demographics help support that decision.
  • Surveys and In Person
  • Employees are like your family, they will have the best feedback, the good, the bad, and the ugly
  • Employees are like your family, they will have the best feedback, the good, the bad, and the ugly
  • Employees are like your family, they will have the best feedback, the good, the bad, and the ugly
  • Explain what Lookout is
  • Hardcore SEO - Growing Your Traffic via Content and Promotion

    1. 1. Hardcore SEO Getting to the Next Level brought to you by… @katemorris
    2. 2. Take a deep breath. The basics of SEO are done. @katemorris
    3. 3. Kate Morris Principal Consultant kate.morris@distilled.net @katemorris @katemorris
    4. 4. The Next Level of SEO is Marketing @katemorris
    5. 5. Big Impact Maximum Efficiency @katemorris
    6. 6. Start with Planning @katemorris
    7. 7. Define Your Audience @katemorris
    8. 8. The Independent They are their own boss and help small businesses make it in the big bad world. They create business cards, logos, and pens for realtors. Their home is their office, their pets or children are their co-workers. Inspiration is almost easy but resources are not. Time is seemingly available but in short supply due to the nature of running their business. @katemorris
    9. 9. Get to know them all, but focus on one at a time. @katemorris
    10. 10. Use demographics data to prioritize your personas. @katemorris
    11. 11. Define Your Goals @katemorris
    12. 12. Company | Marketing | Website $1 million in revenue by 2015 Be the best place for the best people to work Sell the technology/idea in 3 years @katemorris
    13. 13. Company | Marketing | Website Sell 100,000 units in the first year. Get coverage in 5 publications. Get 10,000 likes on Facebook. @katemorris
    14. 14. Company | Marketing | Website Increase visits by 50% over last year. Decrease overall site bounce rate by 10%. Increase the conversion rate by 5% site wide. @katemorris
    15. 15. Do The Things That Impact Your Goals First @katemorris
    16. 16. Example: To help grow the number of users for this client, conversion testing is critical. Optimizing your pages for conversion is more important than technical optimization. @katemorris
    17. 17. Hardcore SEO is about traffic growth. @katemorris
    18. 18. Traffic #1 Long Tail Traffic This comes from relevant, high-quality content development. @katemorris
    19. 19. Get your content ideas from: @katemorris
    20. 20. Customer Service @katemorris
    21. 21. Social People Will Tell You What They Want @katemorris
    22. 22. Other User Communication @katemorris
    23. 23. Employees They are like family. They will tell you the truth for better or for worse. @katemorris
    24. 24. Traffic #2 Head Term Traffic Page Relevance and Site Popularity @katemorris
    25. 25. Past: All About the Page @katemorris
    26. 26. Today: Building the Brand @katemorris
    27. 27. Increasing Brand Increases Site Popularity @katemorris
    28. 28. They Don’t Do Link Building 188% Increase! @katemorris
    29. 29. They Do. 16% Increase @katemorris
    30. 30. Quick Comparison 188% vs 16% Increase @katemorris
    31. 31. Traditional Marketing is NOT Dead. @katemorris
    32. 32. The Next Level of SEO is Marketing @katemorris
    33. 33. Links come from stories, this is PR territory. @katemorris
    34. 34. Don’t Stress Anchor Text @katemorris
    35. 35. Develop a Relevant, Data-Driven Page per Story https://blog.lookout.com/blog/2013/12/10/celebrating-tech-heroes/ @katemorris http://www.redfin.com/research/reports/real-time-market-sentiment/2014/just-65-percent-of-redfin-agents-say-now-is-a-good-time-to-sell-down-from-72-percent-in-the-third-quarter.html#.Usc85PRDs1Z
    36. 36. @katemorris
    37. 37. 1. Define Your Audience 2. Define Your Goals 3. Develop Content Based on Customer and Internal Feedback 4. Develop Your Brand 5. Invest in PR and Content to Support Stories @katemorris
    38. 38. Thank You Contact me with any questions! @katemorris

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