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StartUp Awareness and Organic Traffic Generation Techniques – Eduard Babayan

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The holy grail of search engine optimization is the rapid generation of organic search traffic. Eduard Babayan of Bluepen Software (http://www.bluepensoftware.com/) presented these slides at the September 10 2019 meeting of the Chicago Web Pros meetup.

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StartUp Awareness and Organic Traffic Generation Techniques – Eduard Babayan

  1. 1. Startup Awareness & Organic Traffic Generation Techniques by Bluepen Software
  2. 2. Summary » About the presenter » Why is Startup Awareness important? » Why is Organic Traffic Generation important? » How to create Startup Awareness? » Tools » References 2
  3. 3. HELLO! I am Eduard Let’s have some cool Tech Session! You can find me at @bluepensoftware co-founder / software architect 3
  4. 4. Bluepen Software - Integration as a Service Software partnership between 3 people. We provide a B2B solution to streamline processes of operation between customer support systems such as Zendesk, Freshdesk, Salesforce Desk, Groove HQ, Kayako and Application Lifecycle Management tools such as Team Foundation Server, Azure DevOps, and Azure DevOps Server. We are a Microsoft-based technology company that utilizes ASP.NET MVC 5.3, Entity Framework 6.2,SQL Server, Azure SQL, Azure VM, Amazon EC2, Amazon Route 53, Boostrap, jQuery, Orchard CMS, Orchard Core, NopCommerce tools, Theme forest UI Frameworks, and we do Agile assessment as well! We formed in 2016, created a product, SyncDojo for cloud integration space, participated in Chicago FUND Conference on October 24th 2018, gone through preliminary process of evaluation by investment firms from Chicago. 4
  5. 5. Why is Startup Awareness important? 5
  6. 6. Why is Startup Awareness important? » Build your ultimate identity » Be discovered by your potential customers » Find your ideal customer » Be a reliable source for solutions » Create passive income opportunities 6
  7. 7. Why is Organic Traffic Generation important? 7
  8. 8. Why is Organic Traffic Generation important? » Cost Effective approach for the long run » Gets High Ranking on Search Engines » Builds Trust and Credibility, In-Bound Marketing » An increase in quality leads » More sustainable approach » Find Audience Insight - customers’ pain points 8
  9. 9. How to create Startup Awareness? 9
  10. 10. How to create Startup Awareness? » Building a website » SEO does Kung Fu! » Email Marketing » Social Media Influencing » Networking Events » Partnerships 10
  11. 11. Building a website? 11
  12. 12. Building a website? » Mobile Friendly » User friendly, easy to navigate (ex: UI Design Template Framework from Theme forest) » HTTPS (Google recommended) vs. HTTP » Unique content (images, text, video) » Bundling and Minification: to load as fast as it can, particularly on mobile devices (JavaScript, CSS) 12
  13. 13. Building a website? » Tawk Web Chat Messenger - participate actively Provide Interaction - Read the questions and answers. Give people the opportunity to speak their minds » Images provided via Pixabay, Pexels, Shutterstock » Social Media buttons placement at the footer » AWS and Azure Logos provided more professional outlook » Call to action buttons (Free Trial, Contact Us, Start Chart) » Domain and DNS Provider is GoDaddy » Office365, SSL Certificates for the WebApp is GoDaddy » SyncDojo SaaS WebApp is hosted via Azure 13
  14. 14. SEO Kung Fu? determine the relevancy of the site for search ranking 14
  15. 15. SEO does Kung Fu? » SEO stands for Search Engine Optimization (=practice of increasing the quantity & quality of traffic to your website through organic SE results). » First page positions in SERP cannot be bought. » There are regular algorithm updates. The goal of those is to ensure the most relevant search results and prevent fraudulent activity. » There are "off page" and "on page" SEO tactics. Both are equally important. Off Page: link building. On-Page: meta tags, internal links, sitemap, etc. 15
  16. 16. SEO does Kung Fu? 16 » Creating a Google Analytics tag » Setting up Google Search Console & Bing Webmaster accounts Placing these tags to the website (the tools are useful in monitoring a website’s health, checking how/if it's being crawled by SE, identifying issues, etc.) » Placing Remarketing tag (even if you are not planning to run remarketing campaigns right away) » Creating and submitting a sitemap (=an instruction for Google on your website, directions on pages to crawl and index). » All tags can be placed directly to source code or through Google Tag Management, or GTM. Recommended!
  17. 17. SEO does Kung Fu? 17 » Placing canonical tags. A canonical tag (= "rel canonical") is a way of telling SE that a specific URL represents the master copy of a page. Using the canonical tag prevents problems caused by identical or "duplicate" content appearing on multiple URLs. » Placing social media buttons & linking them to social media pages. » Creating content: unique, relevant, grammatically correct, & easy to read (titles, subtitles, bullet points, links, etc.) » Creating unique title, description, and alt tags for each page with unique keywords » Ensuring internal linking. This helps Google to easier crawl your website, add pages to Index, and for pages earn authority.
  18. 18. SEO does Kung Fu? 18 » Backlinks from good websites. Examples: .org, news websites, partner websites, etc.
  19. 19. SEO does Kung Fu? 19 » Challenges: no brand awareness, no one is searching for our services like ours as they do not know that such a service exists » Good news: the competition is low even on a national and international level. We used and leveraged that advantage. » How would protentional customers explain the problem? TFS & Freshdesk integration, tool for integrating Freshdesk and TFS, TFS & Freshdesk ticket transfer, etc. We used those ideas to build our keyword lists. » We used SEMRush to see the keywords targeted by our competitors. » Implementation: content with keywords, title & description tags, links, etc. » Results: after 3 weeks our websites started showing on 3d page. After 2 months, we started showing on 2st page for some searches. After 3-4 months we started showing on the 1st page for most of our most important keywords.
  20. 20. Email Marketing? 20
  21. 21. Email Marketing? » Challenge ⋄ Email lists of the decision makers? / Who are they? Sending emails to any email addresses within a company we could find, it did not work. » Alternatives ⋄ Email Lists are available for sale. Message should be concrete and targeted ⋄ Add prominent call to action buttons ⋄ Tools to Use: Constant Contact, Vertical Response, SendGrid 21
  22. 22. Social Media Influencing? 22
  23. 23. Social Media Influencing? » Do ⋄ We aggregate the content ⋄ We re-post ⋄ We comment » Channels: ⋄ Twitter | LinkedIn | Facebook 23 » Where ⋄ https://www.techtarget.com ⋄ https://www.entreprenuers.com ⋄ https://www.inc.com ⋄ https://www.forbes.com ⋄ https://www.theladders.com ⋄ https://www.ted.com ⋄ https://medium.com ⋄ https://www.themuse.com/
  24. 24. Twitter? 24
  25. 25. Twitter? » Tools ⋄ https://tweetdeck.twitter.com/ ⋄ https://search.twitter.com » Twitter Card: Bluepen Software Site » Strategies To Post…(Hot suite, HubSpot) ⋄ build excitement, awareness and categorize messages around events simply by adding a hashtag ⋄ Include a hashtag that will allow your tweet to show up in related searches ⋄ You can pin it ⋄ Tweet 15 times a day, B2B brands: Twitter is between 9 a.m. and 4 p.m. ⋄ EST on Monday or Thursday, with emphasis on the 11 a.m. to 1 p.m. EST window ⋄ B2C brands: Twitter is at 12 p.m. or 1 p.m. EST from Monday to Wednesday 25
  26. 26. Networking Event? 26
  27. 27. Networking Event? » Crowdsource » Summit/Conferences: FREE » Promote: FREE » ServiceU » Incubators / Accelerators » Funding / Venture Capitals » WhereRU » Contribute2 27
  28. 28. Partnerships? 28
  29. 29. Partnerships? » Microsoft Partner Network (https://marketplace.visualstudio.com/) » Microsoft Market Place (https://partner.microsoft.com/) » Salesforce Application Exchange (https://appexchange.salesforce.com/) » WebFluential (if you have 1000 twitter followers) » Freshdesk Marketplace for Apps » https://www.freshworks.com/apps/freshdesk/syncdojo 29
  30. 30. No way, you got Tools? 30
  31. 31. No way, you got Tools? » Keyword Planner – keywords to focus on (https://ads.google.com/home/tools/keyword-planner/) » Are you mobile friendly? (https://search.google.com/test/mobile-friendly) » Need for Speed? (https://developers.google.com/speed/) » Sitemap Generator (https://www.xml-sitemaps.com/) (https://smallseotools.com/xml-sitemap-generator/) » Web Chat Messenger App (https://www.tawk.to/) » Image Compressor (https://tinypng.com/) » SEOPTimer (https://www.seoptimer.com) (https://www.semrush.com/) » Stripe (https://stripe.com/) » WordPress: Yoast SEO plugin to measure meta description's effectiveness 31
  32. 32. REFERENCES Please send us an email and we will be happy to share our findings in relation to the topics discussed today! We greatly appreciate your attention: ebabayan@bluepensoftware.com 32
  33. 33. THANKS! Any questions? You can find me at » @bluepensoftware » ebabayan@bluepensoftware.com 33

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