Week 13:Inbound Marketing & SEO


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Week 13:Inbound Marketing & SEO

  1. 1. 3 More Classes! <ul><li>They will look like this: </li></ul><ul><ul><li>Today: Inbound Marketing & SEO </li></ul></ul><ul><ul><li>Next Week: Social Media Tools Presentations & Relationship Marketing (plus final assignment due) </li></ul></ul><ul><ul><li>Final Class: Personal Branding (Optional Class, but please let me know if you’re coming!) </li></ul></ul>
  2. 2. Inbound Marketing
  3. 3. The Marketing System convince cultivate connect clutter AUDIENCE need PROVIDER value
  4. 4. Decision Making They are in charge! Need Recognition Information Search Alternative Evaluation Purchase Decision Post-purchase Evaluation Connect Convince Cultivate
  5. 5. Inbound Marketing Components <ul><li>Blogging </li></ul><ul><li>SEO </li></ul><ul><li>Social Media </li></ul><ul><li>Lead Nurturing </li></ul>
  6. 6. Blogging
  7. 7. Blogging Platforms <ul><li>Top 4: </li></ul><ul><ul><li>Blogger – owned by Google </li></ul></ul><ul><ul><li>WordPress – open-source; hosted or downloadable version </li></ul></ul><ul><ul><li>Tumblr - blog meets twitter </li></ul></ul><ul><ul><li>Posterous </li></ul></ul><ul><li>Supporting Accounts/Tools: </li></ul><ul><ul><li>YouTube or Vimeo </li></ul></ul><ul><ul><li>Google (Analytics) </li></ul></ul><ul><ul><li>Gravatar, </li></ul></ul><ul><ul><li>Feedburner </li></ul></ul><ul><ul><li>Facebook, Twitter, Flickr </li></ul></ul>
  8. 8. 12 Tips for Blogging Success <ul><li>Create an editorial calendar </li></ul><ul><li>Publicize some commitments </li></ul><ul><li>Include your photo and your personality </li></ul><ul><li>Develop your taxonomy ahead of time (categories, tagging, keywords) </li></ul><ul><li>Have a distinct, consistent style (short vs wordy, creative vs to-the-point). </li></ul><ul><li>Get out there with your camera, now! And remember Creative Commons. </li></ul>
  9. 9. 12 Tips for Blogging Success <ul><li>Use a variety of supporting media (video, infographics, photos, audio, etc.) but make it relevant. Use captions. </li></ul><ul><li>Don’t lose them once they are there. Let them subscribe via email and RSS. Ask for comments. </li></ul><ul><li>Reuse your content – share with other blogs. </li></ul><ul><li>Be original! Don’t just recycle other people’s content. </li></ul><ul><li>Keep your eyes open. Good content comes from many sources – not just your own head. </li></ul><ul><li>They won’t laugh at you! </li></ul>
  10. 10. Making a Post <ul><li>Capture inspiration when you have it – set aside a chunk of time </li></ul><ul><li>Don’t force it – walk away and come back to it </li></ul><ul><li>Get someone else to read it! </li></ul><ul><li>Include blog and post-specific keywords </li></ul><ul><li>Make promoting it part of the publishing process </li></ul><ul><li>Celebrate each post! </li></ul>Scary, but Rewarding!
  11. 11. What blogs do you continuously follow? Why do you come back?
  12. 12. SEO
  13. 13. SEO: From Google’s Perspective <ul><li>Make information accessible and useful . </li></ul>“ Focus on the user and all else will follow.” “ Democracy on the web works.”
  14. 14. SEO Ranking Factors http://www.seomoz.org/article/search-ranking-factors#overview
  15. 15. SEO Ranking Factors <ul><li>Is your domain a reputable brand? </li></ul><ul><ul><li>Search Volume, Mentions </li></ul></ul><ul><ul><li>Directories/Social Media Accounts (Google Places, LinkedIn, etc.) </li></ul></ul><ul><li>Keyword usage in domain name </li></ul><ul><li>Who’s linking to you? What is their PageRank ? </li></ul><ul><li>Quantity + Quality of links - do links include keywords? </li></ul><ul><li>Social Rating (Tweets, likes, etc.) of individual pages </li></ul><ul><li>Keyword placement on page </li></ul><ul><ul><li>Page title, URL string, headings, alt text on images, repetition on page </li></ul></ul><ul><li>Are people clicking when your page shows up? </li></ul><ul><ul><li>Google CTR + Bounce Rate </li></ul></ul>
  16. 16. Keyword Usage
  17. 17. SEO Tools <ul><li>Alexa.com </li></ul><ul><li>Adwords Tool </li></ul><ul><li>Google Insights </li></ul><ul><li>Compete.com </li></ul><ul><li>Google Webmaster Tools </li></ul><ul><li>Bing Submission </li></ul>Start your SEO plan for your online publication - What keywords will you try to dominate? - What sites will you try to get a link from?
  18. 18. Social Media
  19. 19. The Usual <ul><li>Facebook </li></ul><ul><ul><li>Pages & Groups </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Personal & Groups & Q/A </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Tweet chats/ups & Followers & Hashtags </li></ul></ul>
  20. 21. Your Turn – There’s a lot going on out there. <ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Hootsuite </li></ul><ul><li>Bit.ly </li></ul><ul><li>Ping.fm </li></ul><ul><li>Klout </li></ul><ul><li>Wefollow </li></ul><ul><li>Socialmention </li></ul><ul><li>Facebook Timeline </li></ul><ul><li>Google+ Business Pages </li></ul><ul><li>Foursquare </li></ul><ul><li>Scribd </li></ul><ul><li>Slideshare </li></ul><ul><li>Others? </li></ul><ul><li>For Next Week: </li></ul><ul><li>What’s it used for? </li></ul><ul><li>How does it work? </li></ul><ul><li>How can businesses use it? </li></ul><ul><li>Who’s doing it well? </li></ul>
  21. 22. Reddit <ul><li>Link and content sharing site </li></ul><ul><li>Users promote or demote </li></ul><ul><li>Subreddits allow further targeting </li></ul><ul><li>Good distribution tool </li></ul>
  22. 23. Reddit (cont’d)