The document provides guidance on conducting keyword research to inform digital strategy and content creation. It discusses the importance of understanding search engine results pages and targeting long-tail keywords that are more likely to convert. The document outlines steps for generating keywords including thinking like customers, using personas, brainstorming around problems and aspirations, analyzing competitors' keywords, and using keyword tools. The goal is to thoroughly research potential keywords to develop content that meets customer needs and drives the right kinds of visitors to a website.
Lead conversions: It's all in the detail pageKelley Howell
This presentation was designed to convey:
1. General research on the search user experience
2. Specific results from usability testing and competitive usability testing
3. Show product managers and designers which design patterns and solutions will help improve lead conversions and maintain a good user experience
How to Optimize Your LinkedIn Profile (In-Depth Guide)DonnaNicoleBradley
Jobseekers like LinkedIn too because it’s one of the most effective ways to establish a presence online. Best of all, LinkedIn’s basic features are free for professionals like you.
A LinkedIn profile is a marketing piece. Your profile provides enough information to get people to connect with and contact you.
In this hands-on workshop, I identify why LinkedIn is essential for building your online reputation; go through each of the profile sections so you have the knowledge to complete yours 100%; and talk about ways to professionally engage with others in your network and arm yourself with information when making sales calls.
If you're interested in having a workshop done for your organization, contact me at lisa@lisakhorn.com.
Thanks for viewing the presentation. Let me know what you think...leave a comment below!
The job search process has changed in the last several years & social media is a vital component. Learn where to find jobs and how to research your target companies using social media. In this informational session, see how to create a job search alert using LinkedIn and discover the uses of Twitter, Facebook, and other social media to find jobs.
This deck covers many elements to optimize your LinkedIn and suggests actions for you to market yourself better. Ever wonder how to post on LinkedIn or use the # or @ symbols? This deck is a must-read since it illustrates and explains how to do it.
The Ultimate Niche Market Research Blueprint for 2018unfunnel
http://bit.ly/niches-report
So… you’ve got a product or service and you’re ready to use all the cool Unfunnel stuff to build out your marketing funnel and create your follow up email sequences. The only challenge is, you’re not sure about exactly how to get started.
You know you need a Lead Magnet, that little irresistible freebie that people will want badly enough to trade you their email addresses for it.
You also know that having a little low-cost something that can turn prospects into customers (we call that a “Tripwire”) will give you a 5 to 23 times bump in your conversions. Last, but not least, you know that you need something else to sell them after they buy your core product (we calls this a “Revenue Maximizer”).
Okay, great.
But, how do find out what you should use for each of these parts of your marketing funnel? Also, how do you know where your target audience is already hanging out and buying stuff (that is, how do you know the best place to advertise your stuff?)
Well, just a few years ago those were really tough questions to answer, but fortunately, with the emergence of “Big Data” and all sorts of cool, and legal, spy tools, you no longer have to guess at the answers. In fact, we’re going to show you just exactly how to find out all of the following:
1- Who are your biggest competitors?
2- Who is your target market and where are they currently hanging out and buying?
3- What kind of ads, ad copy and creative is working best to sell things to that market?
4- What a) lead magnets, b) tripwires, c) core offers, d) revenue maximizers and e) return paths are working the best. Together, we call items 4(a)-(e) the “5 Things.”
Where can you source any physical products you may need for any of the Five Things.
When you’re done, you will have answers to the five questions presented above, as well as a whole lot better understanding of your audience and market.
Best of all, every answer you discover will be based on actual data and purchasing behavior, so you won’t be guessing at all.
You’ll be finding out the answers to these questions based on real money spent by your competitors to run real ads that the customers you want actually clicked on and made purchases from...
http://bit.ly/niches-report
http://bit.ly/revenue-launchpad
LinkedIn is a powerful tool for networking, research, and marketing yourself to clients and employers. This session teaches strategic practices for building your LinkedIn internet presence and marketing yourself. The use of hashtags and ampersands is covered as well as going mobile with the LinkedIn app.
Lead conversions: It's all in the detail pageKelley Howell
This presentation was designed to convey:
1. General research on the search user experience
2. Specific results from usability testing and competitive usability testing
3. Show product managers and designers which design patterns and solutions will help improve lead conversions and maintain a good user experience
How to Optimize Your LinkedIn Profile (In-Depth Guide)DonnaNicoleBradley
Jobseekers like LinkedIn too because it’s one of the most effective ways to establish a presence online. Best of all, LinkedIn’s basic features are free for professionals like you.
A LinkedIn profile is a marketing piece. Your profile provides enough information to get people to connect with and contact you.
In this hands-on workshop, I identify why LinkedIn is essential for building your online reputation; go through each of the profile sections so you have the knowledge to complete yours 100%; and talk about ways to professionally engage with others in your network and arm yourself with information when making sales calls.
If you're interested in having a workshop done for your organization, contact me at lisa@lisakhorn.com.
Thanks for viewing the presentation. Let me know what you think...leave a comment below!
The job search process has changed in the last several years & social media is a vital component. Learn where to find jobs and how to research your target companies using social media. In this informational session, see how to create a job search alert using LinkedIn and discover the uses of Twitter, Facebook, and other social media to find jobs.
This deck covers many elements to optimize your LinkedIn and suggests actions for you to market yourself better. Ever wonder how to post on LinkedIn or use the # or @ symbols? This deck is a must-read since it illustrates and explains how to do it.
The Ultimate Niche Market Research Blueprint for 2018unfunnel
http://bit.ly/niches-report
So… you’ve got a product or service and you’re ready to use all the cool Unfunnel stuff to build out your marketing funnel and create your follow up email sequences. The only challenge is, you’re not sure about exactly how to get started.
You know you need a Lead Magnet, that little irresistible freebie that people will want badly enough to trade you their email addresses for it.
You also know that having a little low-cost something that can turn prospects into customers (we call that a “Tripwire”) will give you a 5 to 23 times bump in your conversions. Last, but not least, you know that you need something else to sell them after they buy your core product (we calls this a “Revenue Maximizer”).
Okay, great.
But, how do find out what you should use for each of these parts of your marketing funnel? Also, how do you know where your target audience is already hanging out and buying stuff (that is, how do you know the best place to advertise your stuff?)
Well, just a few years ago those were really tough questions to answer, but fortunately, with the emergence of “Big Data” and all sorts of cool, and legal, spy tools, you no longer have to guess at the answers. In fact, we’re going to show you just exactly how to find out all of the following:
1- Who are your biggest competitors?
2- Who is your target market and where are they currently hanging out and buying?
3- What kind of ads, ad copy and creative is working best to sell things to that market?
4- What a) lead magnets, b) tripwires, c) core offers, d) revenue maximizers and e) return paths are working the best. Together, we call items 4(a)-(e) the “5 Things.”
Where can you source any physical products you may need for any of the Five Things.
When you’re done, you will have answers to the five questions presented above, as well as a whole lot better understanding of your audience and market.
Best of all, every answer you discover will be based on actual data and purchasing behavior, so you won’t be guessing at all.
You’ll be finding out the answers to these questions based on real money spent by your competitors to run real ads that the customers you want actually clicked on and made purchases from...
http://bit.ly/niches-report
http://bit.ly/revenue-launchpad
LinkedIn is a powerful tool for networking, research, and marketing yourself to clients and employers. This session teaches strategic practices for building your LinkedIn internet presence and marketing yourself. The use of hashtags and ampersands is covered as well as going mobile with the LinkedIn app.
Optimizing Your Practice for Online VisibilityYo! Yo! SEO
An overview of search, SEO and social media for getting found - how to optimize and engage for online visibility. Presentation was delivered to SAC-CAMFT, an organization of marriage and family therapists.
Social Media Strategies for Career SuccessKalindi Garvin
Wondering how to leverage social media to advance your job search? This presentation, delivered at the Corridor Careers Job Fair on October 29, 2014, highlights features of LinkedIn, Facebook, Twitter, and Google+ and how to use them to your advantage to land your next job.
The documentation for an assignment completed for a first-year university subject whereby a personal portfolio was designed and developed using HTML5 and CSS3.
Optimizing Your Practice for Online VisibilityYo! Yo! SEO
An overview of search, SEO and social media for getting found - how to optimize and engage for online visibility. Presentation was delivered to SAC-CAMFT, an organization of marriage and family therapists.
Social Media Strategies for Career SuccessKalindi Garvin
Wondering how to leverage social media to advance your job search? This presentation, delivered at the Corridor Careers Job Fair on October 29, 2014, highlights features of LinkedIn, Facebook, Twitter, and Google+ and how to use them to your advantage to land your next job.
The documentation for an assignment completed for a first-year university subject whereby a personal portfolio was designed and developed using HTML5 and CSS3.
The Beginner's Guide to Blog Optimization & Content PromotionRyan Stewart
In just 6 months I was able to take my AGENCY blog from 0 - 40,000 Pageviews.
In this presentation, I walk through the exact tips any beginning blogger or content creator can follow to start having success with content creation, content promotion, organic search (SEO) and driving more traffic to their blog.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Digital Marketing: The Essential ToolkitHarley Rivet
The essential toolkit for digital marketers including website best practices, seo tips, social media strategy, and a host of cheap effective tools you can start using right away.
GA – Client Project Part 1 – TO DO LIST 1 (Week 2) Mgmt5074 .docxhanneloremccaffery
GA – Client Project Part 1 – TO DO LIST 1 (Week 2) Mgmt5074
Fanshawe College | [email protected] Page 1
The purpose of the individual client project is to give you a chance to do a deep dive into a company's
web analytics data and try to draw some implications about what it might mean for their
business. The project should push you to make some recommendations based on the data you
analyze and the tests you will run.
I believe that Web Analytics data can uncover important findings in 4 key areas:
UX = The way a user interacts with a website.
For example, GA data can show us where users are clicking, the paths they are following on our
website and whether they appear to be finding what they're looking for.
Later in November, in the 2nd part of the project, you will be conducting live UX tests with
UserTesting.com credits.
Traffic Acquisition = Where a website user comes from.
For example, GA data can tell us how our most profitable customers find our website and can help us
determine ways to get more of that sort of traffic.
Tech SEO = Website coding, design and content elements that can help/impede organic search
rank.
For example, GA data can point to pages that have not been named properly or whose URL might
not be user / search engine friendly.
CRO = Improving a conversion process/path.
For example, GA data can uncover problematic parts of a conversion funnel.
For the term project, each of you have been assigned a different client to study. Each client can be
found in the master GA account.
GA – Client Project Part 1 – TO DO LIST 1 (Week 2) Mgmt5074
Fanshawe College | [email protected] Page 2
Check the client assignment form to see which company you have been paired with.
Visit the client's website and absorb as much as you can.
Make sure you can find the client in the GA interface. You might have to search by company name
OR URL.
There is NO need to contact the client you're working with. They have agreed to give us access
to their data for learning purposes but have not agreed to be contacted by students this
semester. Many have just finished a demanding project in the Google Online Marketing Challenge
with us. If you have questions, please direct them my way.
A reminder that this is an individual project but that doesn't mean you can't collaborate to come up
with creative ideas. Each submission, however, should be unique.
When it's submitted, the project will be a very succinct document that includes only the MOST
meaningful data and conclusions that you have found in your investigations. There are no
introductions, no superfluous information, no unnecessary graphs/charts. You won't have the space
to include it all.
To get down to the good stuff that should be included, you have to do lots of thinking and
digging. Each week I will prompt you with questions to ask yourself to ensure you're moving in the
right directi ...
Jay Berkowitz, CEO of TenGoldenRules.com presents the 10 Success Strategies for Internet Marketers at Affiliate Summit West in Las Vegas on January 13, 2009.
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
Are you a nonprofit organization that needs help with online marketing? View this presentation to find out how to get more involved in PPC management, SEO, social media and analytics.
Learn how to leverage basic principles and best practices to raise awareness online, increase donations, generate more volunteer support and other goals specific to nonprofits. Additionally, discover how to obtain grant money from the search engines and apply it to successful paid search campaigns.
Optimising Your Business Online. Slides from the workshop delivered by Symphony3 on behalf of Small Business Victoria.
Go to business.vic.gov.au for more information.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Digital Tools and AI for Teaching Learning and Research
online research
1. using research to guide digital strategy
Lecturer Monika Skaržauskaitė
2. Search Engine Results Pages (SERPs)
Showing up in the top 3rd of the SERPs for a keyword phrase is critical for driving traffic
to your website.
3.
4. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any
given day, but, when taken together, they comprise the majority of the world's demand for information
through search engines.
6. keyword research
IT'S NOT ALWAYS ABOUT GETTING VISITORS TO
YOUR SITE, BUT ABOUT GETTING THE RIGHT
KIND OF VISITORS.
Why you need that?
If you don’t know the ways people are seeking your
content, it’s pretty hard to ensure that your content “speaks”
to
them
using
the
words
they
search
for.
7. The first stage in SEO keyword strategy
development is to create an exhaustive list of
potential keywords and keyword phrases. In this
activity, the focus is on thinking broadly to ensure
as many candidate keywords as possible are
considered. The goal is to be overly inclusive so as
not to miss any high potential keywords.
set of working hypotheses
8. Thinking like a customer
When generating keywords it is important to think like
a customer, and in particular, to think like a new
customer. When people begin their search for your
goods or services, they are typically at the beginning of
their education process
Example: hearing aids, not electroacoustic devices.
9. Remember: target audiences +
personas
• What do they want?
• What needs are not met?
Why we need these?
Content strategy – provide content that us useful
and relevant (example: eco cosmetics)
Targeted keyword discovery – base keywords on
what audience wants not on what you have on your
site
10. Your personas
MRU
Rinno hotel
1.
1.
2.
3.
4.
Prospective International
Student for Bachelors’ Degree
(Business Informatics)
Prospective International
Student for Masters’ Degree
(Electronic Business
Management)
Prospective Student for
Bachelors’ Degree- Lithuanians
(Financial Economics)
Prospective Student for Masters’
Degree- Lithuanians
(Communication and Creative
Technologies)
Belarusian persona
??? visitors from other countries
coming for business
??? visitors from other countries
coming for touristic reasons
11. Hotels in Vilnius
Study in Lithuania
Consumer behavior in choosing four star hotels in
Vilnius http://vddb.laba.lt/fedora/get/LT-eLABa0001:E.02~2010~D_20100903_12423924109/DS.005.0.01.ETD
Number of international students in Lithuania went
up by third over four years
http://www.15min.lt/en/article/culturesociety/number-of-international-students-inlithuania-went-up-by-third-over-four-years-528286396#ixzz2QYap0iKT
In 2012, according to the Lithuanian State
Department of Tourism, 400,000 Belarusian
guests visited Lithuania.
http://belarusdigest.com/story/vilnius-newmecca-belarusian-shoppers-and-activists-13258
Overnights of non-residents by country in all paid
accommodation in 2007. Germany 17,0%, Poland
15,4%, Belarus 11,7%, Russia
10,2%
http://www.tourism.lt/upload/VTD%20statistika
%202007_2.pdf
What is stopping students from studying abroad?
http://chronicle.com/article/Dearth-of-InformationKeeps/137707/
Best places to study abroad
http://www.huffingtonpost.com/her-campus/6-bestplaces-to-study-ab_b_2823871.html
Factors Influencing the Students' Decision-Making to
Study Abroad
http://ieeexplore.ieee.org/xpl/login.jsp?tp=&arnum
ber=5578491&url=http%3A%2F%2Fieeexplore.ieee.o
rg%2Fxpls%2Fabs_all.jsp%3Farnumber%3D5578491
13. 1.
2.
3.
4.
5.
6.
7.
8.
9.
Lay down your personas on sheets I distributed. Read it over and adopt this
user’s mindset.
Make two columns with the headings: “Aspirations” and “Afflictions”
Tape your user persona in the upper left hand corner.
Under the “Aspiration” column, write down everything you feel your user
persona is aspiring to do in life. Remember people buy on emotion and backfill
with logic. Defer any judgment on whether your product or service fits these
desires. Just go for quantity.
Take a break
Under the “Affliction” column, do the same thing. Focus on how the existing
reality is not working for your user persona and seek to tie it into emotional
responses. “No time for the gym” or “long commute”.
Look over your two columns. Do common themes start to emerge? Are there any
good fits where your product or service can help make the user persona’s life
easier or better? Jot these down and stick it to the whiteboard.
From these two simple categories of Afflictions and Aspirations, we can work out
our keyword phrase strategy. Tackling each one of these phrases, we can create a
blog post, video, photos or a specific page on our website that deals with this
and optimize it around that targeted keyword phrase
Build a simple spreadsheet with the content categories listed on the left and the
split of Afflictions and Aspirations across the top. Dump your keywords into here
and add rows as needed below the categories
14. Why it is important?
• it provides another chance to empathize with
our user by reacquainting ourselves with their
persona
• it forces us to think through and identify why
they are going to a search page to get
answers. Both of these make it easier for us to
feed the content beast.
15. brainstorming
method # 2
The following three categories are good jumping off points for
brainstorming:
Product – brainstorm keywords directly describing your product. Start
with the official name and brand of the product. Then consider less
formal names and the name of the category. Then think about
synonyms. There are usually many different ways to describe a product
category.
Problem – list keywords that describe the problem that your product
solves. While many people search directly for your product, a
significant segment searches instead for solutions to problems that
your product solves.
Complements – consider keywords that are tangential to your product
and describe complementary topics.
17. Begin by identifying the leading competitor
websites. Use Google to locate the top ranking
sites in the industry. And use your industry
knowledge to identify the top companies in the
industry. Then navigate to these sites and begin
your scouting.
18. Competitor On-Page Keywords
1. Review competitor websites and observe
their use of keywords in the page title, metatags, navigation, page headings and text.
2. Take group of keywords, discard the ones
that seem irrelevant and expand upon the
ones that seem most promising.
22. brand first impressions research
Customers form their opinion not on your website
or print ad
How you look on SERP?
Allow to engage people online
• Poor product reviews, negative comments, lack of
credible 3rd party sources all send social proof of
what your brand is all about.
23. brand first impressions: step 1
Autocomplete on a search engine
• Does your site or brand appear in the top third of the
first results page for these searches?
• If present, does your brand show up in the ratings and
reviews for your category?
• If you brand is local, be sure to enter a geography
qualifier into the query (Ex. “best hair salon in
Pasadena”). This is particular powerful for seeing user
reviews and ratings.
24. brand first impressions: step 2
Brand Image Search Exercise:
Enter “Your Brand Name” – what do the results say?
Enter “Your Brand Name” Review – what does it say?
Best “Your Category” – who shows up?
25. brand first impressions: step 3
Look at Paid Search Ads
• Do you see a lot of ads above the results and off to the
side? This means the keyword is pretty valuable and
likely to generate a click-thru. It will also likely be tough
to rank on.
• What type of content and calls to action are they
using?
• Any ideas pop up? Create a separate tab called
“Opportunities” in your spreadsheet and list anything
you see that sparks an opportunity.
26. What is an opportunity?
• These might be blogs you see for Your Category search that you could
approach for possibly guest-blogging or coverage of your brand.
• Reviews or ratings on your brand that need to be addressed in the
conversation.
• Ideas for content creation around forums or questions. Yahoo!
Answers, Quora, and even Wikipedia is great for this.
• Major competitors not yet identified through traditional competitive
audits.
CROSS-CHECK THIS WITH YOUR FIRST TAB ON YOUR
KEYWORD PHRASES THAT YOU BRAINSTORMED OFF THE
USER PERSONA. WHAT HOLDS TRUE? WHAT NEEDS TO BE
ADDED?
27. Machine Generation
Go to Google Keyword Tool and enter Starting
Keyword Set. Then – collect and curate keywords.
28. OTHER TOOLS
1.
2.
3.
4.
Google Insights for Search
Google Trends Keyword Demand Prediction
Microsoft Advertising Intelligence
Wordtracker’s Free Basic Keyword Demand
29. Keyword research: google keyword tool
• goal is to try and understand the ways people will search for
our product or service.
• Google’s Keyword Tool - allows us to research the rough
volume of keyword phrases and how popular those searches
are. We can enter various search terms and get ideas on what
other terms users may be searching for.
30. 1. Enter your keyword phrase
2. Look at the Keyword
3. Remember if it’s a generic term and the competition is
high, it will be tough to rank in the “organic” results. An
example would be “ipad 2 cases”.
4. Sift through the results and look for ways to match High
Competition keyword phrases with Low Competition. An
example might be something like “reviews for best ipad
2 cases for business travelers”. Looking for the Long Tail.
5. Enter this keyword phrase into your spreadsheet under
the appropriate category.
6. Pick another phrase and enter it into the tool.
Think content that educates
their Aspirations and Afflictions.
and
helps
solve
31. • Terms that are highly competitive with a high
Cost-Per-Click (CPC) will most likely be tough
to rank on. However, they are also very likely
to convert traffic
32. how keywords perform over time?
Using Google Trends for SEO:
• Gives a glimpse of how keywords perform over
time – often several years back
• provides information around geography and
related terms
• assessing keyword phrases over each other for
getting a quick sense of volume
36. Creating brand associations
computer hardware company
• When comparing laptops or notebook, it's useful to apply
the Category filter, whereby the data will be narrowed
down to just Computers & Electronics.
• Carefully examining the resulting top related searches and
the rising searches can help the marketer to better
understand competitors' offers, thereby creating a
campaign to differentiate their client's brand.
37. At the same time when you identify phrases that
differ dramatically in volume and are trending
up and to the right over time you can zero in on
topics that are worth creating content around
because there is proof of a market demand.
38. Customer Interactions
Because they are less familiar with your
products, customers often use different words
and phrases than industry insiders.
CUSTOMER SERVICE REPRESENTATIVES
CUSTOMER COMMENTS
SEARCH BOX
FORUMS
39. WHEN SHOULD I STOP COLLECTING KEYWORDS?
When you start coming across the same
keywords again and again, and are no longer
running into new keywords, it is a good
indication that you have touched on most of the
relevant keywords for your niche
40. COMPETITIVE SITE TRAFFIC AND SOCIAL
ENGAGEMENT RESEARCH
What your peers are experiencing?
Free tools to use:
–
–
–
–
–
Alexa.com
Compete.com
Open site explorer
SEOmoz toolbar
Social media
41. Alexa.com
• service ranks the world’s most visited websites
based on a variety factors. Helpful for getting
a sense of inbound links to the site and where
a site ranks across all websites online.
• This is good for a big picture view.
42. Mruni.eu's three-month global Alexa traffic rank is 55,422. The site has a bounce rate of
roughly 21% (i.e., 21% of visits consist of only one pageview). Search engines refer
approximately 5% of visits to this site. It is relatively popular among users in the cities of
Kaunas (where it is ranked #70) and Panevezys (#85). Relative to the overall population of
internet users, Mruni.eu's users tend to be under the age of 25, and they are
disproportionately less affluent, childless women browsing from school and home who have
postgraduate educations.
43. Compete.com
• Free for basic information
• Gives you a sense of overall unique visitors to
a website broken down by month.
• only an approximation
• But helpful for setting traffic goals when
you’re starting out or relaunching a web
property.
• For small sites, there might not be enough
traffic to generate a report.
44.
45. Open Site Explorer + SEOmoz toolbar
• inbound links are a critical part for ranking
better. SEOmoz has put together a free tool
that helps you explore a variety of SEO factors,
• Find out what type of sites are discussing and
linking to your and competitors website.
46. Social Media
Knowing your target market, you can select the right
social channels they most likely engage with. Facebook
and YouTube is usually a given and increasingly so is
Twitter. Emerging channels like Pinterest or foursquare
can be worth looking into as well. Spend some time
looking
through
your
competitors’
Likes, Followers, Subscribers but also dig deeper and
see if they are getting good engagement with their
online community (Retweets, Comments, etc).
47. Why research should guide the
strategy?
Our next section will deal with Strategy and by
doing our Research first, we’re in a great position to
make calculated guesses for acquiring people’s
attention and hopefully converting it into revenue
(the whole goal of marketing, same as it ever was
regardless of the technology involved).
48. STRATEGY
The digital marketer’s job is to take their
understanding of the foundations of the online
world, mix in research, and find a bridge
between the current business reality and the
desired future revenue goals.
49. Note
• no amount of smart digital marketing can
make up for a poor product or service
experience.
Twitter, Facebook, Yelp, Foursquare are all just
a click or swipe away for the customer and
they will let the world know their thoughts at
or even before the time of purchase.
50. Build Trust Online with Your Website
1.
2.
3.
Make it easy to verify the accuracy of the information on your site
Show that there's a real organization behind your site.
Highlight the expertise in your organization and in the content and
services you provide.
4. Show that honest and trustworthy people stand behind your site.
5. Make it easy to contact you.
6. Design your site so it looks professional (or is appropriate for your
purpose).
7. Make your site easy to use -- and useful.
8. Update your site's content often (at least show it's been reviewed
recently).
9. Use restraint with any promotional content (e.g., ads, offers).
10. Avoid errors of all types, no matter how small they seem.
http://credibility.stanford.edu/guidelines/index.html
51. How to evaluate social and digital
technology - POST
• People. What are your customers ready for?
• Objectives. What are your goals? Are you more interested in talking
with the groundswell for marketing or in generating sales by
energizing your best customers? The clarity of your objectives will
make or break your strategy.
• Strategy. How do you want your relationships with your customers
to change? Do you want customers to help carry messages to
others in your market? Become more engaged with your company?
• Technology. What applications should you build? After having
decided on the first three, you can move on to pick appropriate
technologies (blogs, wikis, social networks, etc.).
52. Strategy forming processes
1. Study our customer
2. Work with management or company founders
to identify where the business needs to go and
how to maintain or increase profitability.
3. The strategy flows out of these discussions and
goals – clarity is a must here.
4. Finally, apply all these filters to the technology
tools available and only pick ones that line up
and can deliver results.
53. Using SMART
evaluating goals and objectives
• just a simple checklist
• Specific, Measurable, Achievable, Resultsfocused, and Timebound.
54. “marketing needs to increase overall sales for
the company”
Specific: Think of POST framework
“We’ll increase sales and profitability by
increasing site traffic to our most profitable
product through a blend of social
media, content creation, and search engine
rankings.”
55. “marketing needs to increase overall sales for
the company”
Measurable: By what percentage points?
Know what you’ll be measuring and how you’ll
do it before you commit. You might need to
bump up website traffic by 300% over the year
to drive 5% in sales.
56. “marketing needs to increase overall sales for
the company”
Achievable: Is this goal realistic given our brand’s
trajectory, resources, and time?
If the company has experienced year over year sales
growth of 5% and suddenly the goal is 20% with no
other change in the product mix or budget, it is likely
that marketing is getting setup for a spectacular failure
57. “marketing needs to increase overall sales for
the company”
Results-focused: How will we know we’re making
progress?
Closely following conversions and sales on a weekly
basis can be very helpful to tweak the marketing efforts
versus waiting til the very end. Small corrections done
on a regular basis are much easier than giant shifts.
58. “marketing needs to increase overall sales for
the company”
Timebound: how much time you have to achieve the
objective?
59. what factors will drive performance
and thus deliver results?
key performance indicator (KPI) is a metric that
helps you understand how you are doing against
your objectives
Could be: conversion rate, visitor loyalty, search
61. Where to start?
1. Owned. Ensure you have a great digital experience on
Owned.
2. Earned Media requires a solid dedication to listening
to the conversation. Whether it’s earning shares on
social media, in blog comments on a press site, or in
user’s reviews on ecommerce sites, the digital
marketer has to be ready to listen and then
participate in the conversation.
3. Paid Media can be a dependable source for bumping
traffic. These campaigns to perform requires rigorous
monitoring, testing, and tweaking with a solid
understanding of online analytics.
62. Executing Online Campaigns
Owned Media
• We want traffic to our digital property
• We can measure traffic
Developing a great experience on your own
digital property means you can control and
ultimately reap the rewards of that engagement.
63. Suggested workflow
1. Starting with our User Persona (creating content that
our target market will want to engage with)
2. build a user-friendly sitemap and design that allows
users to efficiently move through our website
3. Review your Key Performance Indicators (KPIs). What
are we striving to achieve for engagement with this
audience?
4. Constantly adding fresh content
5. Develop weekly or daily cadence – for keeping
customers loyal and coming back (ex – email
marketing)
64. Executing Online Campaigns
Earned Media
• User Generated Content (UGC)
• Social media shares of your content
Earned is powerful influencer online. Yet, brands
have very little control over the message. The
best approach is to be humble, transparent, and
do your best to put your brand in service to
others.
65. Suggested workflow
1. Creating valuable content
2. PR (bloggers, news media,
3. Use technology to listen to the online
conversation (Google alerts)
4. When someone
retweets, shares, mentions, or otherwise
gives you free exposure be sure to express
some gratitude.
66. AdWords management process
1. Continuous keyword research to build and grow PPC
keyword lists
2. Strategic keyword grouping and organization to build
effective ad groups
3. Constant monitoring and analysis of your campaign's
progress
4. Filtering negative keywords from your list so you
won’t waste money bidding on irrelevant terms
5. Delegating your ad budget through careful AdWords
bidding
6. Writing ad text that will draw qualified visitors to click
on your ads