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CONTENT
MARKETING
#sbdcStonyBrook
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More content was created in the
last two years than the previous
5,000 years of humanity.
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Google now processes more than
40,000 searches EVERY second -
3.5 billion searches per day!
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More video is uploaded to
YouTube in one month than
the 3 major US networks
created in 60 years.
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82% of searchers will use
their phone to help them
make a decision about an
in-store purchase.
#sbdcStonyBrook
98,000 Facebook friend requests are accepted
Snapchat users share 527,760 photos
More than 120 professionals join LinkedIn
Users watch 4,146,600 YouTube videos
456,000 tweets are sent on Twitter
Instagram users post 46,740 photos
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There is more computing power used to do a
single Google search than all existing NASA
computers used to land on the moon in 1969.
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By 2020, there will be 7 connected
devices for every person on earth.
Each device can create and filter noise.
We've gone from being exposed to
about 500 ads a day back in the 1970's
to as many as 5,000 a day today.
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Landing pages, or “lead-capture pages,”
are used to convert visitors into leads
by completing a transaction or by collecting
contact information from them via a
Call-To-Action.
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A strong Call-To-Action
A brief description of the offer that clearly
emphasizes its value.
At least one supporting image.
Supporting elements such as testimonials.
Form to capture visitors' information.
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Your CTA is the action you want your
website visitor to take.
It doesn't matter if your landing page objective
is increasing sales, generating email leads or
developing customer relationships, we all want
more conversions!
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Search engine optimization (SEO)
is the process of affecting the visibility of a
website or a web page in a search engine's
unpaid results—often referred to as
"natural," "organic," or "earned" results.
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Google’s Mission:
Serve the right content to the right
person at the right time.
High ranking is a vote of confidence!
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Understanding who our target
audience is and where they spend
their time, you can build an organic
presence by focusing on content that
speaks to their needs and wants.
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Meta Tags explain to search engines and
(sometimes) searchers themselves what
your page is about. Meta Tags are inserted
into every page of your website code.
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Focus on singular
keyword
Focus on long tail
keywords, keyword
intent and
searcher’s needs
OLD SEO NEW SEO
#sbdcStonyBrook
Semantic search seeks to improve search accuracy
by understanding searcher intent and the
contextual meaning of terms as they appear in a
search to generate more relevant results.
Google had changed its famous algorithm to focus
on the understanding phase of the searches.
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Two terms are crucial in a semantic search:
1. Intent. It denotes what the searcher is looking for.
2. Context, which describes everything that gives
their search phrase a meaning.
Semantic search aims to identify both and deliver the
most relevant results based on that knowledge.
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The line between writing good
SEO copy for search engines and
engaging copy for humans has
all but disappeared.
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Handles 64.4% of all Searches
Google works for the individual performing a
search. Their job is to deliver the most relevant
websites (best answer) to a searcher’s query.
comScore Explicit Core Search Share Report April 15, 2015
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High-quality sites rank higher in
search results and demote sites that
may be of lower quality.
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The days of keyword stuffing, or
writing meaningless content that
would only impress search engines,
are thankfully a distant memory.
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On-The-Page search ranking factors are those
that are almost entirely within your control.
What type of content do you publish? Are you
providing important clues that help search
engines (and users) determine relevancy?
Does your site architecture help or hinder
search engines?
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• Very targeted search phrase containing
3 or more words.
• Comprise over 70% of all search traffic.
• Generate better quality traffic because
they are more specific.
• Less competitive.
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Keyword: Insurance
Long Tail Keywords:
Group Health Insurance for Small Business
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• Each page of your website should focus
on one set of long tail keywords.
• Try to use long tail keywords in your
page headers.
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Research keyword performance, historical
statistics and create keyword lists.
www.adwords.google.com/KeywordPlanner
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• Individuals or Organizations are
recognized as experts in a given field or
topic.
• Participate in online conversations and
contribute valuable information.
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• Is your content being shared on social
networks?
• Post to Online Communities
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Link Building
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Link building is the process of acquiring
hyperlinks from other websites to your own.
When someone links to your website, they are
effectively saying it is a good resource.
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1. To discover new web pages
2. To help determine how well a page
should rank in their results
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When another website links to
one of your pages, it's a vote of
confidence. It's an indication of
relevance, and Google notices.
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Moz.com/local
Moz.com/blog
SearchEngineLand.com
Rand Fishkin - Moz
Matt Cutts - Google
Hubspot.com
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Google My Business is a free and easy-to-use
tool for businesses and organizations to manage
their online presence across Google, including
Search and Maps. By verifying and editing your
business information, you can both help
customers find you and tell them the story of
your business.
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Manage the information that Google users see when they search
for your business, or the products and services that you offer.
Interact with customers - Read and respond to reviews from your
customers, and post photos that show off what you do.
Understand and expand your presence - See insights on how
customers searched for your business, and where those
customers are coming from.
#sbdcStonyBrook
Increased visibility in search
Better shopping experience for buyers
More traffic to your website, social
channels, and front door
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Businesses that add photos to their listings
receive 42% more requests for driving directions
on Google Maps and 35% more clicks through to
their websites than businesses that don’t.
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Knowledge panels contain information
about businesses or people.
Panels appear on the right in the
desktop search results. It contains
information about the company, for
instance when the company was
founded and where the company is
situated. A panel also contains pictures.
Knowledge
Panels
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Having a consistent
Name/Address/Phone Number (NAP)
is quite important, because Google
places a lot of weight on having that
information accurate and correct.
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Reputation Management
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Positive reviews send signals to Google
that the business is trustworthy and
provides a good experience for customers.
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Google uses an algorithmic solution
designed to de-rank sites that offer
poor customer experience.
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74% of businesses have at least one review.
88 percent of buyers research products online
before making a purchase.
86 percent will hesitate to purchase from a
business that has negative reviews.
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Transparency is a continuous process of
learning and improving, turning negative
feedback into constructive conversations
that build trust and win loyal customers.
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Respond quickly.
Offer to make it right.
Be authentic - conversational and honest.
Take the high road.
Be sympathetic.
Think of future customers.
Contact the customer offline.
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Drives traffic to your web site
Improves SEO with keyword rich content
Gain better understanding of clients’
perceptions of your business
Increased awareness of your business
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Avoid promotional messages.
Focus on meaningful content and a
strong brand personality through your
social channels.
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Monitor specific keywords, phrases
and hashtags.
Through more efficient social media
targeting, you reach your core audience
much faster.
#sbdcStonyBrook
Social media ROI is the sum of
all social media actions that
create value (brand awareness,
revenue, customer satisfaction).
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When people perform actions on your
Page. They may like a post, click on a
link or comment on an image.
Engagement is a blanket metric that
doesn't describe how many users end
up purchasing.
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Does your brand promote user-
generated content?
Do your followers react positively
without any initiation?
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What are your competitors doing
that is working?
What strategies are they using to
drive engagement or sales?
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71% of all US Internet users are on Facebook
74% of marketers believe it’s important
for lead generation strategy
Users share 2.5 Billion pieces of content every day
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All the links and posts on your Facebook
page are indexed by search engines.
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#2 Search engine on the web making it
a great resource for traffic and leads.
500 Years of YouTube videos are
watched on Facebook everyday.
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Social Media Networks, websites
and blogs integrate YouTube
embeds into their platform
framework, allowing users to watch
videos directly from their feeds.
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60 % of Twitter users access it via mobile device
Fastest growing age demographic is 55 to 64 years
old, registering a 79% increase in active users
On average, over 400 million tweets sent daily
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Businesses Use Twitter to Converse
with Prospects, Provide Customer
Service and Drive Website Traffic.
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43% of US marketers have found a customer
through LinkedIn
3 Million companies have company pages
50% of users have a Bachelor’s or Graduate degree
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More than 16 billion photos uploaded to site
MTV is the most followed brand on Instagram
Receives 1,000 comments per second
5 Million photos uploaded everyday
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More than 69% of users are female
80% of total pins are repins of existing content
Lauren Conrad is most popular brand on Pinterest
Food is the top category, garlic cheesy bread
is the most repinned topic
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1. Listen relentlessly.
2. Reply immediately.
3. Have a human voice.
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Content on social media should educate
and engage your audience.
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Hashtags help identify a common topic or theme.
Hashtags have become a critical way to
communicate and link information
on Social Networks.
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Hashtags make your information searchable
by anyone.
Your post appears in the stream of
the hashtag you used.
Build an audience & community.
#sbdcStonyBrook
Identify where your posts or subject fits in.
Chances are there is already a hashtag being
used for your area of communication.
Find someone who is already active in your field,
and then see what hashtags they are using.
If you see one you like, click on it,
all posts with that given hashtag will appear.
will appear.
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#sbdcStonyBrook
HootSuite offers a comprehensive
solution for all aspects of a business’
online promotion activities. You can
enter blog posts with ease, handle
social media interaction across multiple
networks, monitor website metrics, and
incorporate SEO features via one easy
to use platform.
#sbdcStonyBrook
Buffer allows you to share content (yours
and content from the Internet) across
multiple social networks.
You can set a pre-set schedule to share
posts, and when you share these articles
into your "buffer app" it puts the post
into a queue to be published at your set
time.
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Number of engaged users.
How often is your post shared?
How many submitted an online form.
How many clicked on link to your site.
Quantify Your
Social Media Efforts
#sbdcStonyBrook
Influence is the ability to drive action.
When you share something on social
media or in real life and people
respond, that's influence.
#sbdcStonyBrook
Content Curation is the art of continually
finding, grouping, organizing, and sharing
the best and most relevant content with
your brand's audience.
#sbdcStonyBrook
Content Curation is about showing thought leadership.
Good content creation tools help you save time and
increase productivity.
They streamline the process of:
• Coming up with content ideas on a consistent basis
• Organizing and executing content promotion
• Identifying link prospects
• Tracking your results
#sbdcStonyBrook
Tagboards automatically aggregate social media hashtags from
Twitter, Facebook, Google+, Instagram and others in a single view.
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Scoop.It! helps you find content from your favorite topics and allows you
to share it via your favorite social networks or blogs.
#sbdcStonyBrook
#sbdcStonyBrook
Drive traffic to your website
Increase your SEO/ SERP
Position your brand as an industry leader
Develop better customer relationships
#sbdcStonyBrook
Integrating long-tail keywords in your blog posts
can help you maximize your organic search
rankings and organic traffic.
Long-tail keywords generate 70% of search
volume traffic.
#sbdcStonyBrook
#sbdcStonyBrook
E-Mail Marketing
#sbdcStonyBrook
Offers $20 per month for up to
500 subscribers and unlimited
emails sent per month.
Offers forever free plan for up to
2,000 subscribers and 12,000
emails sent per month.
#sbdcStonyBrook
#sbdcStonyBrook
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Open Rate
The percentage who open an email.
Response Rate
The percentage who respond to an email.
Conversion Rate
The percentage who subsequently buy.
#sbdcStonyBrook
Sending without permission
Purchasing email lists
Sending to a stale list
Not understanding spam filters
Sending without testing
Not linking to a Landing Page
#sbdcStonyBrook
#sbdcStonyBrook
• Used by 1.0% of all the websites
• Basic website builder for free
• Simple drag and drop interface
• 500+ pre-made templates
• Nearly 200+ apps available
• Offers e-Commerce with paid
plans
• Used by 32.5% of all websites
• Software is available for free
• Visual editor to write content
• 1,000s of free and paid themes
• 55,000+ free plugins available
• Powers over 42% of all
e-Commerce sites
#sbdcStonyBrook
#sbdcStonyBrook

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Sbdc presentation

Editor's Notes

  1. Understanding who our target audience is and where they spend their time, you can build an organic presence by focusing on specific platforms.
  2. Meta Tags Meta Tags explain to search engines and (sometimes) searchers themselves what your page is about. Meta Tags are inserted into every page of your website code.
  3. How SEO Has Changed. Old SEO focuses on singular keyword. New SEO focuses on long tail keywords, keyword intent and searcher’s needs
  4. Until recently, Google has relied entirely on the links and keyword mentions to understand topical relevance and hierarchy.
  5. Google looks at trending topics and displays information relating to them first.
  6. Why Focus on Google Handles 64.4% of all searches Google works for the individual performing the search. Their job is to deliver the best answer to a searcher’s query
  7. How SEO has Changed Google updated their search algorithm to decrease search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared Black Hat SEO techniques involved in increasing artificially the ranking of a webpage through manipulation. High-quality sites rank higher in search results and demote sites that may be of lower quality.
  8. The days of keyword stuffing, or writing meaningless content that would only impress search engines, are thankfully a distant memory.
  9. How SEO has Changed Google updated their search algorithm to decrease search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared Black Hat SEO techniques involved in increasing artificially the ranking of a webpage through manipulation. High-quality sites rank higher in search results and demote sites that may be of lower quality.
  10. Long tail keywords contain 3 or more words and comprise over 70% of all search traffic. They generate better quality traffic because they are more specific and less competitive.
  11. Long tail keywords contain 3 or more words and comprise over 70% of all search traffic. They generate better quality traffic because they are more specific and less competitive.
  12. Long tail keywords Each page of your website should focus on one set of long tail keywords. Try to use long tail keywords in your page headers.
  13. Google Keyword Planning Tool Research keyword performance, historical statistics and create keyword lists.
  14. Long tail keywords Each page of your website should focus on one set of long tail keywords. Try to use long tail keywords in your page headers.
  15. Social Shares Is your content being shared on social networks? Post to Online Communities.
  16. SEO Resources