The document emphasizes the importance of building a strong web presence through three essential pillars of digital marketing: website architecture, keyword optimization, and establishing site authority. It highlights the need for customer-focused content and effective engagement strategies, particularly through social media, to improve search rankings and foster trust. Ultimately, it advocates for businesses to shift their focus from merely optimizing for search engines to establishing thought leadership and authority in their respective fields.

1. YOUR
FOR CONSTRUCTING
A POWERFUL WEB
PRESENCE
tkg.com

2. This is me.
Stoney DeGeyter
VP of SEO & Advertising
• @StoneyD
linkedin.com/in/stoneygd
Web Presence
Optimization

3. Three Pillars
of Digital Marketing

4. 1. Website architecture / usability
The search engine friendly
foundation your site is built on.
Impacts:
➢ User experience
➢ Ability for visitors to find
relevant content
➢ Ability of search engines to
assign value to your content

5. 2. Keyword / topical optimization
Gets your site
search engine
optimized.
Impacts:
➢ Search rankings
➢ Search to page click-thrus
➢ First impressions
➢ Intent delivery

6. 3. Site value / authority
Impacts:
➢ Search rankings
➢ Perceptions
➢ Word of mouth
➢ Customer retention
Builds trust.

7. The Challenges of
Digital Marketing

8. Everyone is
fighting for
attention

9. The web
is a busy
place

10. Web users
are highly
distractible

11. You need
more than
ordinary

12. You must be
extraordinary

13. Customer-Focused
Content

14. What do these companies have in common?

15. What do these companies have in common?

16. What is your
business?

17. Every business is now in the
publishing business
• Consumers want more
than a list of products
to buy.
• They want information
that helps them buy
the right products for
their needs.

18. Forget
about
search
engines…
…and focus
on building
authority.

19. Two ways to build authority
MASS CONTENT AUTHORITY CONTENT

20. Solutions-Oriented
Products & Services

21. Where are they now?
Don’t try to be all things to all people
Performance …but wanted a bigger audience

22. Find a problem and solve it

23. Find a void and fill it

24. • 1/3 Regular
• 1/3 Spicy
• 1/3 Chunky
Find a want and deliver it
vs
What do people want?

25. How do you convey...
• What problems you solve?
• What voids you fill?
• What wants you deliver?
Let’s talk about you

26. Click-Focused
Navigation

27. Put your solutions on display

28. Put your solutions on displaycompany

29. Draw the click to create engagement

30. How can your site’s navigation be
improved?
Let’s talk about you

31. Purpose-Driven
Messaging

32. Organized for
understanding

33. Everything
must have
a reason

34. Present
content
professionally

35. Educate your readers

36. Demonstrate
thought
leadership

37. Compel readers to take action

38. What are you doing right or wrong with
your content?
Let’s talk about you

39. Great content
creates
exposure
opportunities

40. Great content
creates
exposure
opportunities

41. Every piece of content is a
potential entrance to your website.
Great content
creates
exposure
opportunities

42. Engagement-Focused
Social Media

43. Content
without
promotion is…

44. Create an
editorial
calendar
Topics
Audience
interest
Keyword
search
volume

45. •Talk to customer service sales
•Forums and Question sites like Quora
•Questions asked on competitor sites
•Questions posed online
Answer
Customer
Questions
•AEC Magazine
Read
Industry
Publications
•Brochures
•FAQs
•Presentations
•Sales content
Repurpose
Existing
Content
Generate content ideas

46. Produce cornerstone content

47. Build connection content
• Create content for the smaller,
more impassioned groups
• Build a sense of energy and
community around shared
interests or issues
• Make it entertaining and
useful
• Has the potential to spark
disagreement

48. Write customer content
Content intended to convince ideal
customers that they should do
business with you.
Expertise
Thought
Leadership

49. How-to’s
Human interest
stories
Lists Infographics
Newsjacking Reviews Guest posts
Seasonal
concepts
Videos
Reimagined
content
Interviews
Creative
product uses
Partner/Vendor
highlights
Case studies Series Contrarian
Photos Core values Podcasts
User-
generated
content
Publish varied content
ppmkg.com/contentplanner

50. Consistent posting on
topics relevant to your
target audiences.
Invest in email marketing

51. Choose your social networks

52. Ask (and answer) questions
Who?
What?
How?
When?
Where?

53. Build an effective social strategy
Social media marketing goals
Target customers to reach
Where to reach them
Best engagement approach
How to measure success

54. How are you using social media?
A. Posting/writing about yourself
B. Posting/writing helpful customer info
Let’s talk about you

55. Social media is about engagement
Create social profiles that will be
followed.
Expand content reach into places
it otherwise wouldn’t get noticed.
Increase engagement with your
brand.
THEROLEOFTHESOCIALMEDIA

56. Socialize to give, not receive
Sharing and promoting
content that is not yours.
Sharing and promoting
content that is yours.
80%
20%

57. Why Extraordinary
Wins Every Time

58. Getting visitors is pointless if
they don’t stay

59. Search engines are just looking
for winners

60. Gives Google what it’s looking for

61. Earns top search engine rankings

62. Improves conversion rates
Awareness
Consideration
Decision

63. Brings in targeted traffic

64. Establishes customer loyalty

65. Thank
You!
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