A presentation on SEO and Content Marketing for Startups that I gave to the Ecommerce Tribe in Startup Chile.

1. SEO and Content Marketing For Startups
Internet marketing 101.
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2. Part #1 - SEO Process and Essential Tools
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3. “If you cannot measure it, you cannot
improve it. Lord Kelvin
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4. Conversion Goals
Examples of common conversion goals.
‣ Account Sign-Up
‣ Product Purchase
‣ Lead Generation Form
‣ Phone Call
‣ Whitepaper Download
‣ Email List Sign-up
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5. Optimize Your Conversion Funnel
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6. Clicky
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7. Chartbeat
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8. Google Webmaster Tools
‣ Enable email forwarding to receive important
messages from Google (i.e. crawling issues,
getting hacked, malware).
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9. Keyword Research
https://adwords.google.com/o/KeywordTool
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10. Advanced Keyword Research
http://www.marketsamurai.com/
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11. Keywords That Convert
Identify high-converting keywords using Adwords.
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12. Competitor Link Analysis
http://www.linkdiagnosis.com / http://www.blekko.com
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13. Tracking Your Keyword Rankings
http://www.advancedwebranking.com/
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14. Hubspot’s Marketing Grader
http://marketing.grader.com/
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15. Hubspot’s Search Grader
http://search.grader.com
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16. Where People Click
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17. The SEO Process In A Nutshell
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18. Part #2 - Content Marketing Tactics
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19. 1. Content Is Key
Solve problems, inform, educate and entertain your audience.
Content Ideas:
• Best of Lists
• Basic How To’s
• Progress Updates
• Commentary on News Story or
Industry Developments
• Tell a Story About your Startup
• Share Insights from your Startup
and Team
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20. 2. Connect With Journalists / Bloggers
Reach out to influential journalists and bloggers
‣ Help A Reporter Out (HARO)
Find reporters who are looking for information & quotes for stories related to your startup.
‣ PRWeb / PR Newswire / PRLog
Get the attention of journalists and bloggers with a little storytelling in a press release.
‣ MyBlogGuest
Find influential blogs that are accepting guest posts.
‣ FollowerWonk
Find people on Twitter in different niches sorted by follower count.
‣ Befriend Celebrities
Niche celebrities Guy Kawasaki or Rand Fishkin—25 to 100 retweet
Cult celebrities Neil Gaiman or Amanda Palmer—100 to 1,000 retweets
Global celebrities Lady Gaga or Justin Bieber—1,000 to 100,000 retweets
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21. 3. Video SEO
http://www.reelseo.com / http://www.wistia.com
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22. 4. Embeddable Content
Create something that people will embed in their blogs.
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23. 5. Create Incredibly Detailed Resources
http://www.distilled.net/linkbait-guide/
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24. 6. Create Infographics
The easiest way to get picked up by big sites like Mashable.
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25. 7. Make Sharing Easy
Implement super easy site-wide sharing on your site.
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26. 8. ....And Track Content Sharing
http://www.addthis.com
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27. 9. Make Google Happy By Using Google+
http://www.blindfiveyearold.com/how-to-implement-rel-author
Google+ is an identity platform and rel=author is a digital signature.
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28. 10. Create Viral Product Features
Build features that require and/or reward sharing.
‣ DropBox
Clever use of psychology. Not selfish, sign up through me and we both get more!
‣ Pay With A Tweet
Incentivized LaunchRock landing pages are a good example.
‣ Badges and User Profiles
Get users to link to their profile like Dribbble. 28

29. 11. Nuke It!
http://www.senuke.com
‣ All-One-SEO Tool (Use With Caution!)
Niche research tool, article spinning and automated posting to:
- Article directories
- Video Platforms
- Social media sites
- Press release sites
- Forum profiles
- Web 2.0 profiles
- Bookmarking sites
- RSS feed directories 29

30. 12. You Need A Posse
Reach out to other people and create symbiotic relationships.
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31. Thank You For Listening!
Questions?
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